Friday, November 16, 2007

Ask Erin: Advertising Property

I have been asked a lot lately by my seller clients - how will you target specific market segments when you market my property? Like - I think my property would be great for a family...Or this would be great for a single person...Or this would be great for a member of the church down the street...etc. How will you market my property to {fill in the blank}?

The answer is - very carefully! Questions like this set off alarm bells for me when I hear them. Certainly I can market listings in ways that will reach different audiences, but using direct marketing language where these "groups" are concerned is a big no-no! Directing advertising toward a specific group in theory automatically excludes other groups, and therein lies the violation of fair housing laws. It surprises me how often I see direct marketing language used by other agents, or folks trying to FSBO.

Here are a few links of possible interest:

Refer to Sec. 804. [42 U.S.C. 3604] "As made applicable by section 803 of this title and except as exempted by sections 803(b) and 807 of this title, it shall be unlawful--

(c) To make, print, or publish, or cause to be made, printed, or published any notice, statement, or advertisement, with respect to the sale or rental of a dwelling that indicates any preference, limitation, or discrimination based on race, color, religion, sex, handicap, familial status, or national origin, or an intention to make any such preference, limitation, or discrimination."

My marketing reaches a large audience...if you are thinking about listing your property for sale, I'd be happy to share my marketing plan with you...Cheers!


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