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Three Lines of Defense Against Risk

Keeping Risks Under Control

Controlling Transaction Risks

Agency Disclosure

Avoiding Antitrust Risks

Minimizing Liability from Contracts

Fair Housing Risks

Controlling Personnel Risks

Communications Policies to Minimize Risks

Insuring Against Risks

More Resources: Controlling Business Risks

Code of Ethics: Controlling Business Risks
  Fair Housing: Watch Your Language

Advertising language has to be considered in context, so it's not possible to construct a definitive list of acceptable and unacceptable words. But the following examples are a good start.

Neutral
Questionable
Fourth-floor walk-up Jogging trails Ideal for active, healthy person
No wheelchairs

Distinguished community
Estate homes
Secluded, wooded setting

Private community
Integrated neighborhood
Condominium ownership subject to board approval
Quiet streets
Qualified senior housing
Kids welcome
Master bedroom
All-adult living
Singles preferred
Kids O.K
Men's sleeping room
Desirable neighborhood
A rare find
No blacks
Hispanics preferred


























Some of the language in this example was adapted from How to Write Real Estate Ads that Compete Fairly, Newspaper Association of America, 1999. Available from NAR by calling 800/874-6500.

Illegal Target Marketing >