Gay friendly realtor!

Real Estate Agent with AM Real Estate Resources
Is it wrong to advertise yourself as a "gay friendly" realtor?  I'm sure there are good people and bad people regardless of sexual orientation-- but I've only had great experiences in helping gay couples buy and sell homes and am wondering if it's okay to advertise this way?  I'm all ears.

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Jim Crawford
RE/MAX Paramount Properties - Atlanta, GA
Jim Crawford Atlanta Best Listing Agents & REALTOR
We advertised in a publication a few years ago, and all we got were other inquiries to advertise in other gay media!  We passed!  No retun on the marketing dollar spent!
Apr 04, 2008 01:35 PM #16
* Rate A Home
Rate A Home - Saugatuck, MI
JJ, we live in a predominantly gay and lesbian community as well. I think your comment of "Equally friendly to all people -- regardless of age, sex, color, ethnicity and sexual orientation!" is perfect.
Apr 05, 2008 12:57 AM #17
Denise Allen
Resh Realty Group - Chesapeake, VA
Realtor@ Chesapeake, Hampton Roads
I would check with your broker but you could be in trouble.  Any kind of advertising singling out one group of people will get you in trouble.  For those of you who do it you just haven't been caught yet but google it and you will find plenty of real estate agents that have.
Apr 07, 2008 09:49 AM #18
Keith Perry
Coldwell Banker - Hiram, GA
REALTOR - West Metro Atlanta

April is National Fair Housing Month.

Apr 07, 2008 10:23 AM #19
Sharon Harris
Keller Williams Keystone Realty - Hanover, PA
You very well be crossing a fine line. be sure to check with your local board on this.
Apr 08, 2008 11:15 AM #20
BLRGUY(Beach & Luxury Realty Inc) - Saint Pete Beach, FL
I have seen the "gay friendly' term in advertising JJ...does this mean gays should put in straight friendly in their ads?I think we should just be friends with everyone
Apr 10, 2008 10:27 PM #21
Harley Lever
Harleys Eye Photography - Seattle, WA

I don't see anything wrong with advertising as a gay-friendly or gay-owned real estate agency.  It would not be any different if you were to advertise your services to Spanish-speaking client's by saying "Se habla espanol".  You are simply creating differentiation from your competitors by providing a "better fit" for your clients.

There is one agency I know of  This company niche is providing a service to gay families.  Often, gay parents prefer to look at homes separately from their partner in order to protect their children from unwanted remarks from intolerable people.  This company seeks to normalize the process by providing gay or gay-friendly agents so that gay families can worry less about awkward experiences.  

I guess in the end you should market your services to any demographic that you feel you could best serve honestly and with their best interest in mind.  Money should never be the driving factor because in the end your ingenuous ways will shine.  After all,  most of our business comes from referrals so it is best to serve any customer group with their best intentions in mind.

Apr 23, 2008 11:46 PM #22
Stacie Robbins
Mammoth Properties - Mammoth Lakes, CA

Unfortunately, I do not believe all Realtors are as open minded as those posting to this topic.  And just because you are a "Gay Friendly" agents does not me you are saying that you are gay.  If I were a gay buyer or seller, it would instill comfort and confidence for me to contact the agent if I knew they were gay friendly upfront.  Although it is illegal, I am sure there are agents out there that would not be so helpful or friendly and as a gay buyer or seller, I would be worried about that so know upfront would be helpful.  I agree that everyone needs to check with their own state laws for protected classes in fair housing so that you do not violate any of the rules.  In all industries I've been in, I've worked with many many gay, lesbian and bi-sexual people.  I actually saw demographics showing that they have a higher disposable income than is typical in heterosexual buyers/sellers.  And gay couples would qualify as DINKS (Double Income No Kids).

Jun 03, 2008 08:11 AM #23
Richard Byron Smith, NMLS #184479
Mortgage Loan Officer, Fairway Independent Mortgage Corporation NMLS #2289 - Chattanooga, TN
Mortgage Loan Officer

I do not know what this is or why I received it or if it is legitimate or worthwhile, but I received this piece of spam solicitation.

Market to the Gay Friendly Real Estate Community-One of the fastest growing market today. <>

 It was a fairly lengthy email. Here is a portion.

"We are also on the first page of Yahoo for Gay Real Estate Listings as well. gay real estate listings <>    As you can see, we work very hard to provide the Gay Community with a unique gateway access to some of the Top Real Estate Professionals and Brokers in the country."

Maybe there is something in this that can help or advise.


Jun 13, 2008 03:54 PM #24
Ross Quintana
Real E Smarter - Spokane, WA
Real E Smarter Real Estate Coach - 509-362-1966

Spokane Washington Real Estate Expert Anytime you advertise to groups instead of services I think you are going to run into trouble, If you want to say you are gay, or Christian, or whatever it is different than saying you are looking for certain clients. Saying se habla espanol means you speak spanish, again it's about you. if you said we want to help spanish people you may have a problem. I also think it's rediculous to have sexual orientation as a protected class. disabled yes, race, yes, but I don't care how you like to have sex and don't think it should be a legitimate protected class. but that is my opinion. Focus your advertitising on your services not who should use them.

Jun 16, 2008 05:14 AM #25
Sylvie Conde
Sutton Group-Associates Realty Inc., Brokerage - Toronto, ON
Broker, Toronto Real Estate

I do a lot of business with gays and lesbians.  Most of my clients come from referrals.  I don't go out specifically searching for a gay and lesbian client.  It is great when ANY client, of any colour, race, sexual orientation, refers you to their friends and family.  All I have ever done was provide the best service possible, to ALL my clients.  When you do a great job, and you put their interests ahead of your own, the referrals will come.  I also provide service in different languages, but I also don't advertise that.  Again, people will know it and will refer you, if they trust you to do a good job for their family and friends.

It is also no longer true that gays and lesbians are dinks (double income no kids).  A lot of my clients have children. 

I believe all ANYONE wants is an honest, trustworthy, real estate agent, who will look after their best interests, and if this is how you carry on business, they will find you.

I am a straight, white female, just in case anyone is wondering, and after asking my gay and lesbian clients how they would feel about the question asked here, they tell me they would not necessarily think it's a good thing to advertise as 'gay friendly'. That implies you're not friendly with everyone (or it's the initial reaction to the wording).

Whatever you choose to do, may it bring you new business and new friends. :)

Jun 16, 2008 05:31 AM #26
Stewart Penn - BRE# 01339266
Windermere Real Estate - Palm Springs - West Hollywood, CA
Stewart Penn - Associate Broker

I live and sell in West Hollywood, California.

Fortunately I don't need to say anything more ..... :)

Jun 18, 2008 03:02 PM #27
John Petrella

Aloha JJ Canull,

Essentially, marketing is the process of creating or directing an organization to be successful in selling a product or service that people not only desire, but are willing to buy.  Therefore good marketing must be able to create a "proposition" or set of benefits for the end customer that delivers value through products or services. (source:
In an ideal society a client's sexuality should not matter.  But it can matter to many people. 

My question is:  What is the set of benefits that delivers value thru your services?  I can see you might be able to deliver some cultural and personal sensitivity to gay clients.   However, gay clients are a cross section of society.  And as such have just their thier sexual identity in common.

I see no problems with professionals targeting market segments and providing superior goods and or services.   It just needs to be done in a non biased and nondiscriminatory manner.  

JJ market too tightly to any one group and you may risk loosing great clients out side of your target area because these potential clients may feel that you can not relate to them or may not want their business.

Thank you for a thought provoking post.

John Petrella, REALTOR®
ABR®, GRI, Principal Broker

Direct: 808.640.3953

Local Hawaii Real Estate
Honesty • Integrity • Commitment

159 Keawe St., Suite 1
Hilo, HI  96720

REALTOR® is a federally registered collective membership mark which identifies a real estate professional who is Member of the NATIONAL ASSOCIATION OF REALTORS® and subscribes to its strict Code of Ethics.



Jun 22, 2008 09:43 AM #28
Anthony Clark
Clark Partners - Fayetteville, AR
Real Estate. It's About Lifestyle!

JJ  Sexual orientation is not a federally protected class, so it would depend on your local laws.  There are a lot of great posts in the LGBT Referrals group about the subject.  Gay & gay-friendly folks are welcome to join:

Jun 27, 2008 12:40 PM #29
Tom Ikonomou
RE/MAX City - Vancouver, BC
Pro-active Real Estate Marketing

Advertising "gay freindly" in my opinion is like insinuating that other realtors are "not gay friendly"

What would you say if somebody advertised "friendly with boneheads"?  or friendly with divorcee's, or friendly with the not-so friendly. What kind of impression would that give you.

I've seen this kind of advertising and the impression it gives is very subjective.

Now if you were targeting gay's that think non-gay's do not want to do business with them... that would be a different story.

Some good posts mentioned that if you want to target the gay community, advertise in their media. That puts you in front.


Aug 19, 2008 06:26 PM #30
Greg Bolzle
Wise Properties, Inc. - Tampa, FL

i don't think its wrong at all to advertise as a "gay friendly agent".  in most states, its not a protected class, however, some individual counties have their own restrictions regarding sexual orientation.  i am a gay agent and use several sites to advertise.  i have actually received a couple very good leads from the sites.  one is and its free to list here.

as a gay guy, i feel that most other gay people feel more comfortable going into the transaction knowing that the person they are working with will not discriminate.  unless you've ever experienced such, you wouldn't understand. 

Oct 07, 2008 08:08 AM #31
Jeff Berger is the website for the National Association of Gay & Lesbian Real Estate Professionals.

Feb 26, 2009 10:07 AM #32
John LaRocca
LaRocca Inspections - Burbank, CA

I think that your intentions are certainly the best and you are trying to let the gay and lesbian community know that you accept their choices and do not discriminate.

However, perhaps instead of the term "Gay Friendly' you could simply advertise yourself in magazines, newspapers, websites, etc. that are circulated in the local gay and lesbian community.

Feb 26, 2009 10:12 AM #33
Jack Stapleton
Austin Suburban Properties - Austin, TX
Professional Realtor

I am glad that the issue has come up.  The fact people are talking about it is important.  Good Job. 

Here is your answer.  If you would like to advertise to the gay community, perhaps you could look into advertising in the Blade, or the Advocate magazines.  You could also leave your business card at gay clubs, gay-friendly coffee shops, and join the gay chamber of commerce.  You could also join the HRC "Human Rights Campaign".  If you are looking to attract a certain type of buyer, advertise in the areas that buyer would most likely gravitate.

Jun 18, 2009 02:11 PM #34
Eric LaMay

Maybe it is just being from Texas and Fort Worth for me. I have found that working with "Gay" couples has been exhausting. I would love to handle more "gay" transactions but I would like to work with "level headed" couples that respect that do in fact know my business.

I have found most gay couples that I have worked with to be "Know it Alls", as if they are the ones holding the Real Estate License, taking the continuing education and working for the best interest of their clients, regardless of their sexual orientation.

As a gay man with a partner of fourteen years I have a lot to offer but have little time for game playing.

Sep 15, 2009 11:31 AM #35
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