Realtors ® Role in LGBTQ+ Inclusivity

BY LISA FANT

Real estate is a dynamic industry that caters to a diverse population with individualized needs. To ensure effective and inclusive marketing practices, Realtors® must prioritize diversity in all aspects by creating marketing materials to accurately represent the people and communities they serve. By doing so, they promote diversity and inclusivity, demonstrating they are more than just real estate agents, but agents of change who can help elevate clients, communities, and the industry’s reputation.

To best foster inclusivity within your brokerage and among agents, it is imperative to acknowledge and cater to the diverse needs of different communities, including those from varied cultural backgrounds, people with disabilities, and members of the LGBTQ+ community, among many others. As we observe Pride Month this month, it is important to recognize and incorporate the LGBTQ+ community in real estate marketing efforts. To ensure a positive home buying or selling experience for all individuals and create a welcoming and comfortable environment throughout the process, it’s essential to understand and respect the unique needs and challenges that may arise.

Despite the Fair Housing Act’s protection against sex discrimination, including gender identity and sexual orientation, many members of the LGBTQ+ community still face barriers to homeownership. These barriers include finding a welcoming and inclusive neighborhood, concerns about discrimination or unequal treatment from lenders, and limited access to resources and support.

The National Association of Realtors® conducted a study shedding light on the challenges faced by members of the LGBTQ+ community when it comes to purchasing a home. According to the study, both perceived and real threats of discrimination are major barriers preventing many LGBTQ+ individuals from beginning the homebuying process. Click here to read the full study. These findings were reinforced by a recent study by the LGBTQ+ Real Estate Alliance. The homeownership rate for the LGBTQ population is 49.8%, which is far below the U.S. average of 65.8%, according to the report.

To ease any concerns potential LGBTQ+ buyers may have, incorporating open and inclusive language in your marketing efforts can create a welcoming environment that is accessible to everyone.

Become more familiar with LGBTQ-friendly terminology and use gender-neutral language. For instance, instead of using presumptuous language like “husband and wife” or “Mr. and Mrs.,” opt for more inclusive language like “partner” or “spouse.” In addition, using gendered terms such as “salesman” or “businessman” can reinforce traditional gender roles and expectations. Choosing gender-neutral terms such as “salesperson,” “sales representative,” “businessperson,” or “entrepreneur” can promote a more inclusive and diverse approach. In addition to incorporating inclusive language and using gender-neutral terminology, you can further promote inclusivity and diversity within your office and to your agents by implementing the following actions:

• Promote Fairhaven and AHWD to your agents, encouraging them to complete the course and highlighting the importance of diversity and fair housing practices.

• Share resources on your office’s social media page that educate and inform about LGBTQ+ homeownership and demonstrate your commitment to inclusivity in the real estate industry.

• Ensure your office has printed materials available that specifically address LGBTQ+ homeownership rates and provide relevant information to potential LGBTQ+ clients.

• Expand your advertising efforts to reach a more diverse audience by exploring opportunities in diverse publications or platforms that cater to different communities.

Highlight diversity in your local community by actively engaging with, promoting, and partnering with LGBTQ+-friendly events and organizations. Your support can include sponsoring Pride parades and festivals, volunteering with LGBTQ+ organizations, and promoting local LGBTQ-owned businesses. 3

You can showcase your acknowledgment and support of the LGBTQ community by staying up to date on LGBTQ+ issues and resources including legislation that may affect clients and provide LGBTQ+ inclusivity training for your agents.

Using diverse images in your marketing materials is an important part of creating an inclusive environment for LGBTQ+ homebuyers. This includes featuring LGBTQ+ individuals and families in your advertising and on your website. When selecting images for your marketing materials, make sure to include a variety of people from different backgrounds, races, ages, and sexual orientations. This sends a message that your brokerage is inclusive and welcomes everyone.