Why the copy avoids certain words

Fair housing law limits how a property can be advertised. The short version: describe the property, never the person you imagine living in it.

What that rules out

Anything that signals who a home is or is not for. That includes some phrases that sound completely harmless and are used constantly in listings.

• "Perfect for a young family": describes the buyer, not the house.
• "Great for professionals" or "ideal for retirees": same problem.
• "Safe neighborhood" or "good schools": these read as proxies for who lives nearby.
• "Walking distance to church": naming a religious institution as a selling point.
• "Master bedroom": widely replaced with primary bedroom.

What we do

Every piece of copy is written under an instruction to describe the property and never the buyer or the neighborhood's people. Descriptions come out talking about rooms, light, materials and layout.

We also only write from facts you entered. Nothing is invented, so a description will not claim a school district or a commute time that was never in the listing.

This is a safeguard, not legal advice, and you are still the one publishing. Read what goes out. You can edit everything before it does, and your brokerage may have its own rules stricter than the law.