REALTOR® Magazine Online: Illegal Target Marketing

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Code of Ethics: Controlling Business Risks

Illegal Target Marketing

Targeting a market niche that may be particularly suited to your services is a sound personal marketing strategy. However, it’s important to balance marketing strategies with fair housing. You should avoid:

Advertising only in select editions of the local newspaper.

Advertising only in a strategically limited geographical area that is populated by a particular racial, ethnic, or religious group.

Limiting advertising to small papers, free journals, or niche publications that cater to particular racial, ethnic, or religious groups.

Promoting the home only in selected sales offices.

Adapted from Fair Housing: Shared Neighborhoods, Equal Opportunities, NATIONAL ASSOCIATION OF REALTORS^®, 1998. Available from NAR by calling 800/874-6500.

TIP: The Fair Housing Act holds newspapers and other printers or publishers of advertising for residential real estate responsible for policing the content of those ads. Find out if your local publications have their own written advertising guidelines and obtain copies. —How to Write Real Estate Ads that Compete Fairly, Newspaper Association of America, 1999

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