MReport September 2022

TheMReport — News and strategies for the evolving mortgage marketplace.

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22 | M R EP O RT FEATURE Effective and Compliant Audience Targeting W hile marketers in other industries may build lists based on a specific set of demo- graphics (age, gender, ZIP code, etc.), targeting or suppressing groups based on any of the protected class- es is strictly prohibited for the hous- ing industry. For property teams that build lists manually, this can often lead to compiling audience lists that are too broad. Budgets can be overspent targeting people who are not actively interested in renting a home. How to Refine Your Audience While Maintaining FHA Regulations T he difference is in the data. Instead of pulling together broad lists in the hopes that you will reach someone who might be looking for an apartment, multifamily advertising plat- forms are uniquely positioned to identify actively searching renters. Industry-leading solutions for search and social advertising can utilize first-party data from multifamily-advertising platforms to serve ads to renters who are actively looking in a given area. Geofencing is another Fair Housing Act-friendly solution (while restrictions do apply) for multifamily advertisers who want to refine their audiences to reach prospective renters in their favorite nearby locations. Powered by location-based technology, geofencing allows multifamily marketers to choose locations where they would like to display digital ads. Once a "digital fence" is created, ads can appear in real-time to everyone visiting nearby hotspots like their favorite coffee shops, fitness centers, and more. The Speaking Stage O nce the leads begin to roll in from your marketing efforts, it is time for the moments of truth: follow-up calls, tours, and final conversations. This is where your property needs well-trained renter support teams, on-site staff, and consistent communication. Properties are often most vul- nerable to compliance missteps during these one-on-one interac- tions between the property and the prospective renter. FHA-trained support teams can act as additional resources to answer renter inquiries and guide conversations in a way to maintain compliance. Ensure that all renter-facing staff on-site are trained in how to provide Fair Housing Act-compliant re- sponses, whether those responses are in-person, via email, or even in automated interactions, phone conversations, or web chats. Have a process in place for mon- itoring renter communication and marking corrections if any com- plaints should arise. If handled well, these critical conversations will build trust with renters, so they can confidently move for- ward with signing a lease. RACHEL RICHARDSON is a Demand Generation Specialist with Rent., a digital marketing solutions company that empowers millions nationwide to find apartments and houses for rent. ONE STOP SHOP for residential real estate investing FIX & FLIP BRIDGE CONSTRUCTION RENTAL PROPERTIES | Short-term loans for rehab, builds, or bridge | Long-term loans for rental properties (multi-family properties eligible!) | No prior experience to get started (except for construction) | Asset-based loans, no W2s or paystubs required! | Can borrow as an entity (LLC) Visit or call (877) 912-8396 ©2022 Finance of America Commercial is a division of Finance of America Mortgage LLC | | NMLS ID #1071 ( | 1 West Elm Street, First Floor, Conshohocken, PA 19428 | (800) 227-8107 | AZ Mortgage Banker License BK #0910184 | Loans made or arranged pursuant to a California Finance Lenders Law license | Finance of America Commercial only makes mortgage loans for business purposes. Exposure limits and property loans are subject to investor and business credit approval, appraisal and geographic location of the property and other underwriting criteria. Loan amounts, options, and rates may vary depending upon loan type, LTV, verification of application information and other risk based factors. Application fees, closing costs and other fees may apply. Each loan is subject to property approval under Finance of America Commercial terms and conditions. Each property has an individual secured loan.

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