Florida Real Estate Broker ExaminationReal Estate Brokerage ManagementHard
A Florida real estate broker is developing a new website for their brokerage. To ensure compliance with fair housing laws, which of the following practices should the broker AVOID when designing and populating the website?
- AProviding information about local schools, amenities, and transportation options for all listed properties.
- BFeaturing a diverse range of models and families in property photos and marketing materials.
- CUsing demographic targeting in advertising to focus on specific racial or ethnic neighborhoods.
- DIncluding a clear statement that the brokerage is an Equal Housing Opportunity provider.
Show answer & explanationAnswer & explanation
Correct answer: C. Using demographic targeting in advertising to focus on specific racial or ethnic neighborhoods.
Demographic targeting based on protected characteristics like race or ethnicity in advertising is a form of steering, which is a violation of fair housing laws. Advertisements should be broad and inclusive, not designed to exclude or target specific groups based on protected classes.
Why the other options are wrong
- A. Providing objective information about neighborhood features is generally permissible and helpful, as long as it's provided uniformly and not used to steer.
- B. This is a positive and encouraged practice for fair housing compliance, demonstrating inclusiveness.
- D. This is a best practice and often a requirement to affirm commitment to fair housing.
Fair Housing: Discriminatory Advertising & Steering
Discriminatory advertising and steering, including using demographic targeting based on protected characteristics, are prohibited under fair housing laws. Advertisements should be inclusive and reach a broad audience without bias.
- FHA prohibits discrimination in housing advertising.
- Steering (guiding based on protected class) is illegal.
- Demographic targeting by race/ethnicity is a form of steering.
- Ads should be inclusive and broad.
Memory trick: Don't target by race or creed, sow equality instead.