When serving a multicultural audience, you want to make sure that your practice incorporates diversity and complies with the Fair Housing Act. While you must recognize a diverse market base, any marketing plan – including the selection of media and publications for advertisements – that indicates a preference, limitation, or discrimination based on race, color, religion, sex, handicap, family status, or national origin violates the Fair Housing Act.
Some tips to be sure that your marketing is inclusive but not in violation of the Fair Housing Act:
- Always focus on describing the property, not the person, in your advertising.
- Read and reread your advertising for words with hidden or double meanings.
- Think about what potential customers might think the message says.
- Don’t use slang or idiomatic expressions that might be misunderstood.
- Be inclusive.
