Dirty Words You Should Never Mention in Real Estate!

Recently Brad and I completed our North Carolina post licensing classes to become full real estate brokers. Having been a licensed real estate “agent” in NC since 1985, I feel it’s important to be able to relate to our Dakno clients. Having closed many Raleigh real estate transactions, it’s nice to say “we’ve walked a mile in your shoes”!

Fair Housing Law!

The words I’m referring to all revolve around Fair Housing Act laws. It makes no difference what state you practice real estate in we are all governed by the Fair Housing Act of 1968. Just in case you have forgotten, here is what Title VIII of the Civil Rights Act of 1968 (Fair Housing Act) states:

As amended, prohibits discrimination in the sale, rental, and financing of dwellings, and in other housing-related transactions, based on race, color, national origin, religion, sex, familial status (including children under the age of 18 living with parents or legal custodians, pregnant women, and people securing custody of children under the age of 18), and handicap (disability).

Dirty Words You Should Never Use in Online and Offline Real Estate Marketing

Below is a list of “unacceptable words and phrases” your web copy and ad copy should avoid!

  • able-bodied
  • adult-only/living/community
  • near churches
  • no hearing, sight, mobility impaired
  • executive
  • married couples, singles-only, couples-only, male or female only
  • no children
  • empty nesters
  • active
  • exclusive
  • private
  • mature individuals
I don’t know about you but I’ve seen real estate web copy and print ads filled with many of these descriptive words that violate Fair Housing.

Acceptable Keywords You Can Use

Here is a “safe” list of “acceptable keyword terms” you can use in your online and offline real estate marketing:

  • great for families (yes, you can use this term!)
  • near golf courses, near bus transportation, parks nearby, houses of worship nearby
  • luxury condo
  • luxury home
  • quiet residential neighborhood
  • fixer upper
  • gated community
  • family room
  • den
  • credit check required

Don’t Forget About Your Website/Blog Images!

Fair Housing law doesn’t just apply to keyword terms in your print ad or website/blog copy. It also applies to your images and videos. Make sure your website and blog designs including header images and videos of people reflect diversity with regard to race, color, national origin, religion, sex, and familial status. Remember, familial status applies to children under the age of 18 living with parents or legal custodians, pregnant women, and people securing custody of children under the age of 18.
Now would be an excellent time to review your web copy and images and make certain your content conforms to Fair Housing law.

Does this Happen to You?

Now that Brad and I have completed our post licensing classes we have tons of blog post ideas to share with our clients and our blog subscribers. It’s amazing how often during pre-license and post-license classes Brad and I would make eye contact the moment the instructors shared important information that we knew would make great blog posts topics.

Do you experience similar moments when you take CE classes? Do you listen for ideas for website content and blog topics? If not, maybe you should. Leave a comment and tell us what topics you wrote about as a result of attending a RE CE class.


P.S. Stay tuned for more posts to follow that deal with pre and post real estate licensing  and real estate marketing.

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