Most real estate agents are always looking for new clients and to expand their client base with the help of SEO for commercial real estate companies. This has led many to start looking specifically at the LGBT community. While some Realtors already advertise their services in newspapers and websites aimed at LGBT readers, others are just now seeing the advantages of this. However, there’s a vast difference between marketing yourself to a community and being friendly and inclusive. If you simply place an ad in an LGBT newspaper without first re-evaluating things such as the terminology you use when showing a home, you’re likely to have wasted your money.
The National Association of Realtors and LGBT Clients
According to the National Association of Realtors’ Article 10 of the Code of Ethics, Realtors cannot discriminate against clients because of either their sexual orientation or their gender identity. However, as with all nondiscrimination clauses, it’s often very hard to prove discrimination. Then there’s the fact that many people don’t consciously discriminate, but may say or do things that offend their clients without realizing it. While not every real estate agent may be aware of what they’re doing, they may be coming across as anti-LGBT. That will certainly hurt their business—many LGBT people support businesses that support them and will use word of mouth to let others know what companies to avoid.
What Can You Do?
There are many different ways you can make your LGBT clients feel welcome and wanted by your agency. Language, both written and verbal, is the biggest way Realtors can inadvertently make their LGBT clients feel uncomfortable. Saying things like “this bedroom has his and her closets,” for example, may be fine if you an opposite-sex couple, but saying that with a same-sex couple is obviously going to raise some red flags with them. What’s the solution? Start using gender-neutral terms. Say things like “double closets” rather than use “his or her.”
Agents also need to use the same language in advertising, in emails, and online, especially for the same property. You don’t want to make people feel like they’re being singled out. Your LGBT clients should feel like clients, not a special group you’re trying to attract just to get more business.
Finally, be up on all of the legal situations surrounding LGBT citizens. With same-sex marriage legal, many no longer have to worry about how they will go about applying for a mortgage or making sure their rights are protected. However, some may have questions about adoption or, if they’re not married, want to know what the state requires. Being able to answer these questions may not necessarily be within the purview of a Realtor, but if you can help your clients, you’ll be more likely to gain their business. Lastly, just don’t forget to work on your LGBT website, you can learn more about LGBT Domain Registration here.
