Free · 2026 edition
Before you market apartments in California, read this.
The California Apartment Marketing Compliance Guide. The rules that get property managers fined, and the exact wording and settings that keep you safe, for ads, texts, email, websites and AI chat.
- The ten rules that prevent most fair housing problems
- The word list: allowed, use caution, not allowed
- California's 16 protected classes and what they mean for your ads
- Meta, Google and TikTok housing rules
- Texting and email: consent, quiet hours, 10DLC, spam law
- AI chatbots: the 7 questions testers ask
- Real enforcement cases with dollar amounts
A preview
The ten rules, in one line each.
- 01Describe the property, never the people.
- 02Never write "No Section 8." Write "Section 8 / vouchers welcome."
- 03Never write "No felons." At most, link to a written screening policy.
- 04Run every rental ad in Meta's and TikTok's Housing category. Never target by age, gender, ZIP, family status or language.
- 05Show the total monthly price, with every required fee, as the biggest price.
- 06If people are in your photos, show a varied cast across the campaign, or show the property only.
- 07Put "Equal Housing Opportunity" on every ad, site, email and listing.
- 08Give every lead the same specials, speed and answers.
- 09Get written consent before marketing texts. Text only 9am to 8pm. Disclose bots and recording.
- 10Send rent negotiation, applications and accommodation requests to licensed or exempt staff.
From the guide's Field Guide. Research, not legal advice.
Coming to Learn
Short reads from the guide.
Article · coming soon
"No Section 8" is California's most-enforced rental ad mistake
What to write instead, and why intent doesn't matter.
Article · coming soon
Texting renters legally in 2026
A2P 10DLC, written consent, quiet hours and STOP, in plain words.
Article · coming soon
Your AI leasing chatbot will be tested
The seven questions it must answer the same way every time.