As housing professionals, REALTORS® have a responsibility to uphold fair housing practices, foster inclusive communities, and serve as trusted guides in the homeownership journey. For LGBTQ+ individuals and families, this journey can come with unique challenges, including discrimination, lack of representation, or concerns about safety and acceptance in certain areas.
June is Pride Month and Homeownership Month, but inclusive service shouldn’t be seasonal. Here’s how REALTORS can thoughtfully and effectively support LGBTQ+ buyers year-round.
Know Fair Housing Laws
REALTORS should be fully versed in fair housing laws, including the Fair Housing Act, which prohibits discrimination based on sex, which includes sexual orientation and gender identity under the 2021 interpretation by the U.S. Department of Housing and Urban Development (HUD). Additionally, the National Association of REALTORS (NAR)’s Code of Ethics explicitly prohibits REALTORS from discriminating based on sexual orientation or gender identity. NAR states that “REALTORS are committed to providing equal professional service without discrimination based on sexual orientation or gender identity.” But legal compliance is just the starting point. REALTORS who are inclusive go beyond checking boxes. They create welcoming, affirming experiences from the first interaction to closing a sale.
Use Inclusive Language and Marketing
Many clients will pay close attention to whether a REALTOR’s language and materials feel inclusive. NAR stresses the importance of this, recommending that REALTORS “ Promote inclusivity and sensitivity in branding and client interactions, ensuring LGBTQ+ clients feel welcomed and respected throughout their real estate journey.” Some good ways to do this are by using gender-neutral terms where appropriate (like saying “partner” instead of assuming “husband/wife”), and avoiding assumptions about family structure altogether. Ensure your marketing materials reflect diversity. Featuring LGBTQ+ couples and families in advertising, newsletters, or on social media can signal that your business is affirming and welcoming to all. NAR also recommends to hone in on marketing, suggesting REALTORS should “Develop tailored marketing and outreach strategies that address the unique needs and challenges of the growing population of LGBTQ+ first-time buyers and sellers.”
Be a Resource on Inclusive Spaces Nearby
Safety and community support are top concerns for many LGBTQ+ buyers. REALTORS can provide value by connecting clients with community resources, events, or LGBTQ+ businesses. This is a great way to help LGBTQ+ clients see themselves living in the community, however, stay away from steering. Don’t assume that clients are looking for a certain type of community unless they express that to you. Let clients lead the conversation about where they’d like to live, and focus on offering factual, objective information about the area.
Be Aware of Struggles Your Clients May Face
Make sure to have a good understanding of the lived experiences and potential barriers LGBTQ+ clients may face. This could be anything from being misgendered to facing discrimination from sellers or landlords. A good way to stay well versed on this is to take courses centered around diversity and inclusion, such as the At Home With Diversity certification that is offered by NEFAR.These trainings, certifications, and resources equip REALTORS to serve LGBTQ+ clients with insight and empathy.
Additionally, “LGBTQ+ buyers and sellers are significantly more likely to be first-time buyers than non-LGBTQ+: 46% vs. 29%,” according to NAR. This means that some of these homebuyers could use extra support in being walked through the process as many first-timers do. That’s where you come in as a REALTOR.
Create a Safe and Affirming Environment
From the first showing to signing the dotted lines, LGBTQ+ clients should feel safe, respected, and supported. That starts with clear, proactive communication. Include inclusive language in your forms, allow clients to share their pronouns if they wish, and be prepared to advocate for them if they encounter discrimination from other parties during the transaction. You should also cultivate relationships with affirming lenders, inspectors, and attorneys. Creating this network will allow your clients to feel welcome during all steps of the buying process, not just with you.
Every client deserves a REALTOR who sees and values them. Supporting LGBTQ+ buyers is not just about doing the right thing, but maintaining your business. Inclusive practices build trust, deepen client relationships, and strengthen your reputation in the community. By committing to education, advocacy, and thoughtful service, REALTORS can help ensure that every LGBTQ+ individual and family feels truly at home before, during, and after their home-buying journey.
