PLEASE SEE CORRECTION AT END OF THIS POST
All it takes is one complaint to HUD? Wow! Really?
HUD filed a complaint against Facebook last week.
"HUD claimed the social network’s advertising platform allowed users to discriminate against prospective renters and buyers by being able to limit who saw their ads based on the users’ race, color, religion, sex, family status, national origin, disability, ZIP code, and other factors." ( From REALTOR® Magazine)
This is interesting because I don't know even one REALTOR® who uses Facebook ads to discriminate.
Every single person I know who is a member of NAR and runs ads, runs ads to reach their niche audience, their targets- this is called advertising. This has nothing to do with discrimination.
I doubt any of the employees of the HUD department have ever had to make a living selling products, services, or real estate.
My team was starting an ad campaign for an agent this week and we could not target:
Homeowners have been removed.
Tell me, HUD and NAR----
If you are a listing agent how in the world is it discriminating to target ONLY homeowners. After all, if we are running a home value ad, why would I want to waste our money on getting our ad in front of 20 years olds who are first time home buyers??? Or renters? It makes no sense to offer home values on your property to those who don't own property!
You have to pay for impressions. This means that your ads just got a lot more expensive becuase of the ignorance of the powers that be at NAR who so quickly run to support these complaints. I highly doubt they have asked any of us what we are doing with our ads.
Why are they jumping so fast to say they love that Facebook deleted all our targeting??
We are running another ad campaign for another agent --- and guess what--- yep! The Zipcode targeting is gone!!!
Now, I know that some people say that zip code advertising is discriminating but then why oh why... does the U.S. own government company the United States Postal Service allow us all to target our direct mailing by zip codes??????
So does this mean that SMART ZIP has to stop doing business with Realtors?
If the post office can allow us to use zip code marketing... why can't Facebook????
Now, the reason that this agent had to do zip code targeting is because his city is too small, he had to go larger, but not so large as the next big city.
Also, many times... the subdivisions you work in.. are not listed in the towns and cities in Facebook so you use your zip code!!! This is not discrimination!!!!
I am so tired of NAR speaking for all of us but not talking to all of us before they speak!!!
If we have a million dollar listing we don't want to waste money on ads going to people who only make $20,000! It is not discrimination, it is common sense marketing. We want to put our listing in front of the best possible buyers who can afford this listing.
How did Facebook respond?
Of course, they did not take our backs. They went back with their tail between their legs and got rid of over 5,000 targets we all use in Facebook advertising. Facebook already makes you agree that you are obeying the Fair housing laws when you run real estate ads. Why did they not just fight on this?
I then went to the NAR website and see the title to their article about this and the title is:
Realtors® Applaud HUD Decision to Target Online Housing Discrimination
Interesting title since there was NOTHING In the article listing ANY realtor who was applauding this decision except for the NAR President:
'National Association of Realtors® President Elizabeth Mendenhall, a sixth-generation Realtor® from Columbia, Missouri and CEO of RE/MAX Boone Realty, issued the following statement in support of HUD’s aggressive enforcement of the Fair Housing Act:
“In 2018, as America recognizes the 50th anniversary of the Fair Housing Act, the National Association of Realtors® strongly supports a housing market free from all types of discrimination. However, as various online tools and platforms continue to transform the real estate industry in the 21st Century, our understanding of how this law is enforced and applied must continue to evolve as well. Realtors® commend the Department of Housing and Urban Development and Secretary Ben Carson for taking decisive action to defend fair housing laws, and for working to ensure its intended consumer protections extend to wherever real estate is marketed.” '
So where in this article are the many realtors who are so applauding wasting money on needless impressions... and making our ad cost go up way higher!
What needs to happen in cases like this, is for NAR to do an investigation, survey, roundtables, etc. with local agents around the country and find out what kinds of ads they run on Facebook, how they target, and why. Then take that data to HUD, and explain to HUD, about marketing and advertising.
Take our backs; will you!!!!
Because in actuality how many of those NAR presidents and committees on those higher levels are running Facebook ads daily to get listings and buyers?
And that is my rant for the day... I am livid!!!
UPDATE CORRECTION: So the NAR Realtor magazine says this:
HUD filed a complaint last Friday against Facebook that claimed the social network’s advertising platform allowed users to discriminate against prospective renters and buyers by being able to limit who saw their ads based on the users’ race, color, religion, sex, family status, national origin, disability, ZIP code, and other factors.
So when were creating the ads for an agent- my tech guy tells me that insights has no zip code info. I heard him wrong because I had JUST read this statement. So I heard him wrong. I thought he said that zip codes don't work anymore for ads. But they do work still. I am sorry about my mistake. I own it!