KONAHListing descriptions that follow Fair Housing: describe the home, not the buyer.
The federal Fair Housing Act makes it illegal to advertise housing in a way that shows a preference, limitation or discrimination based on protected characteristics. For agents, the practical rule is simple to say and takes practice to follow: describe the property and its features, never the people you imagine living there.
Who is protected
Federally, the Fair Housing Act protects people from discrimination based on race, color, national origin, religion, sex, familial status and disability. Many states and cities add more, such as source of income, sexual orientation, gender identity, age, marital status or military status. Your advertising has to follow the broadest set of rules that applies where the property is.
The core principle
Write about the house, the land, the features and the location's amenities. Avoid language that describes, targets or excludes a type of person. Ask of every phrase: "Am I describing the property, or am I describing who I think should buy it?" If it's the second, rewrite it.
Phrases to rethink, with better options
| Instead of | Try | Why |
|---|---|---|
| "Perfect for a young family" | "Four bedrooms and a fenced backyard" | Familial status. Describe the features. |
| "Ideal for empty nesters" or "great for singles" | "Single-level living" or "low-maintenance condo" | Familial status and age. Describe the layout. |
| "Family-friendly neighborhood" | "Near two parks and the community pool" | Familial status. Name the amenities. |
| "Safe neighborhood" or "low crime" | Leave it out, or point buyers to public data sources | Can act as code for who lives there; also hard to support. |
| "Walking distance to St. Mary's" | "About half a mile from Main Street shops" | Naming a place of worship as a selling point can suggest a religious preference. |
| "Exclusive community" | "Gated community with a clubhouse" | "Exclusive" can suggest excluding people. Describe the actual feature. |
| "Great schools for your kids" | "Assigned to [school name]; buyers should verify with the district" | Familial status, and school assignments change. |
| "Not suitable for wheelchairs" | "Three-story townhome with stairs to each level" | Disability. Describe the physical feature. |
| "Master bedroom" | "Primary bedroom" | Not a legal requirement, but many MLSs and brokerages have moved to "primary". |
These are common examples, not a complete list.
Words that are usually fine
Describing physical features is generally fine even when the words sound like they're about people: "walk-in closet", "family room", "in-law suite", "den", "nursery" as a room label (though "small bedroom" or "office" avoids questions). Accessibility features are good to list factually: "zero-step entry", "grab bars in the primary bath", "elevator access". Describing distance to transit, shopping, parks and employment centers is useful and fine.
Schools, neighborhoods and data
Buyers care about schools and neighborhood information, and you can help them get it without steering. State facts that can be checked (the assigned school, with a note to verify with the district) and point people to public sources for school ratings, crime statistics and demographics rather than characterizing them yourself. Never volunteer opinions about who lives in an area or how a neighborhood is "changing".
Photos, captions and social posts
Fair Housing applies to every ad, not just the MLS remarks. That includes photos (avoid images featuring people that could suggest a preferred buyer), photo captions, social posts, hashtags, video scripts and paid ad targeting. On social, watch for casual phrases that slip in: "perfect starter home for newlyweds", "bachelor pad", "great for retirees". The same swap works: describe what the home has.
Accuracy is part of it
Fair Housing isn't the only rule for listing copy. Descriptions should be accurate: don't call a room a bedroom if it doesn't meet local requirements, don't overstate square footage, and don't describe features the home doesn't have. Superlatives that can't be backed up ("best view in the county") invite trouble. Specific beats superlative: "west-facing deck overlooking the treeline" sells better than "stunning views" anyway.
Using AI writing tools safely
AI tools can draft a solid listing description quickly, but they learned from the internet, including old listings full of problem phrases. Always read AI-written copy with Fair Housing in mind before it goes out. Good tools flag risky wording for you to review instead of silently changing it, and keep a record of what you approved. The KONAH AI Social Media Manager flags Fair Housing wording on every draft, and you tick each flag before approving.
Advertising beyond the listing
Fair Housing principles also apply to the ways ads are delivered. Paid social media and search ads that target or exclude audiences based on protected characteristics, or close proxies for them, raise real concerns, and major platforms have limited targeting options for housing ads for this reason. Use the housing ad categories platforms provide, target by geography and interests that relate to the property, and avoid audience choices that could exclude protected groups. The same care applies to email lists, mailers and open house invitations.
Rewriting a description: an example
Before: "Perfect starter home for a young couple in a quiet, safe neighborhood. Walk to church and great schools for the kids!"
After: "Three-bedroom, two-bath colonial on a cul-de-sac. Updated kitchen with a breakfast nook, fenced backyard and a two-car garage. About half a mile from the community park and library. Assigned schools available from the district."
The second version is more specific, more useful to every buyer, and free of language about who should live there. Most problem phrases are also weak marketing; replacing them with concrete features improves the listing on both counts.
Training and habits
Fair Housing compliance is easier as a habit than as a last-minute check. Keep a short list of phrases you've retired and their replacements, review it with anyone who writes copy for you (assistants, marketing staff, AI tools), and read descriptions out loud before publishing. Many brokerages offer Fair Housing training; take it seriously and revisit it periodically, because language, platform rules and local laws evolve. When you're unsure, describe the feature and leave out the opinion.
When someone asks about the neighborhood
Buyers will ask questions like "Is this a good area for kids?" or "Who lives around here?" You can be helpful without steering: talk about features and facts (the park two blocks away, the library hours, the commute), point them to public sources for school and crime information, and encourage them to visit at different times of day and decide for themselves.
A quick self-check
- Does any phrase describe a type of person rather than the property?
- Did I mention a place of worship, a group, or "who lives here"?
- Did I describe the neighborhood with opinions instead of facts and amenities?
- Would the description work for every buyer who can afford the home?
- Do the photos and hashtags pass the same test?
General information, not legal advice. State and local laws often protect additional classes. Follow your brokerage's policies and ask your broker or an attorney about specific wording.