Run these ten checks on every ad, text, email, landing page and chatbot script before it goes live. Most fair housing and marketing trouble comes from skipping one of them.
- Describe the property, never the people.
The test is how an ordinary reader takes it. Intent doesn't matter.
- Never write "No Section 8."
In California, source of income is protected. Write "Section 8 / vouchers welcome" or "We accept all lawful sources of income."
- Never write "No felons."
California bans blanket criminal-history bans in ads. At most, link to a written screening policy.
- Turn on the Housing ad category.
On Meta and TikTok, for every ad that names or links to a rental. Never target or exclude by age, gender, ZIP, family status or language.
- Make the total monthly price the biggest price.
Rent plus every required fee. Net effective rent can't be the only number.
- Check the people in your photos.
Across the whole campaign, show a varied cast, or show the property only. AI-generated people count.
- Add "Equal Housing Opportunity."
On every ad, site, email and listing.
- Same speed, same specials, same answers.
No automation should branch on household size, income source, language or name.
- Get written consent before marketing texts.
Text only 9 a.m. to 8 p.m. in the renter's time zone. Say when a bot or recording is involved.
- Hand off the licensed parts.
Rent negotiation, applications, accommodations and assistance animals go to the property's licensed or exempt staff.
Two lines that save you trouble
- "No Section 8"
- "No felons"
- "Perfect for young professionals"
- "$1,850 net effective"
- "We accept all lawful sources of income, including vouchers."
- "Screening criteria available at [link]."
- "Co-working lounge, near downtown offices."
- "From $2,145/mo total, 1 month free on 13 months."
Get the full compliance guide, or ask us anything.
