Writing Compliant Listing Descriptions

How to write listing copy that sells the unit while staying honest and fair-housing compliant.

Great listing copy is specific, honest, and focused on the home — which also keeps it compliant.

Do

Lead with location, price, and standout features.
Describe the property and its amenities accurately.
Keep availability and details current.

Avoid

Language describing the “ideal” tenant.
Anything implying a preference based on a protected class.
Misleading claims or unrelated photos.

You’re responsible for the legality of your advertising. See Fair Housing basics.

Examples: before and after

Weak: “Perfect for a young professional, no kids.” Better: “Quiet unit on a low-traffic street, second-floor walk-up.” The second version describes the property and still communicates the same practical detail, without describing a preferred occupant.

Frequently asked questions

Can I mention that a property is close to a place of worship?

Best to avoid it — referencing proximity to a place of worship can imply a religious preference. Describe the neighborhood in terms of distance to transit, shopping, or parks instead.

Is it okay to say a listing is “great for a family”?

Avoid it — that phrasing can imply a preference tied to familial status, one of the federally protected classes. Describe the unit’s size and layout instead and let readers decide if it fits their needs.

Can I mention that a unit is on a specific floor or has stairs?

Yes — factual accessibility details like floor level, elevator access, or stairs are useful and appropriate to include; just describe the physical space rather than who you imagine using it.