Real Estate Sales Advice-Fair Housing Words To Avoid
As a regulated industry under increased scrutiny, it's important from time to time to review the rules of the road. Let's review some words or phrases we should steer clear of when advertising.
1) Home is located in a quiet, safe neighborhood-- This one is tough, after all what buyer doesn't seek a peaceful place to live? Seems like this would be marketing gold? We cannot define what "safe" means. About the best you can do is refer to local law enforcement for updated statistics (beware of info posted online, go straight to the source!)
2) Perfect home for State University Students--Again, proximity to a local college/university can be a major selling point. But what if as a potential buyer I was rejected by State U? In my opinion (not legal advice) you can describe location, "One half mile south of the commuter parking lot". But steer clear of describing the buyer.
3) "Young families will love the park"-- Not having to load a minivan to get to the swing set is a plus. But what if I am a potential buyer who is childless?
4) Older home looking for its next family--Okay, this just sounds like a shelter dog. As a standard of practice, avoid the "F" word in all advertising.
Where did these silly examples come from? Unfortunately each was something I have seen in agent advertising within the past year. When writing descriptions I always keep in mind, "describe the house, not the next owner". If in doubt with anything, run it by your broker before pressing submit. Make it a Great Day!
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