The 50+ Housing Council Advocacy, Legislative and Rental Seniors Housing Committee sponsored an education session titled “Fair Housing for the Active Adult Builder” during the 2007 International Builders’ Show in Orlando.

Nikki Liesse, marketing director for The Howard Hughes Corp. in Las Vegas, Nev., made several suggestions on how to perfect your community marketing and remain in compliance of the Fair Housing Act.

Liesse offered the following Fair Housing or general marketing tips:

• When marketing an age-restricted/age-qualified community, avoid using words like “adult community” or “adult living,” which can be questionable. HOPA recommends terms such as “retirement community” or “seniors housing.” Better marketing alternatives are “55+ community,” “55-and-over” or “55-and-better,” which are age-specific.
  
• Always describe to-be-built amenities as “proposed” until completed.

      Good examples include:

        Future 13,000-square-foot clubhouse

        Proposed: Parks and walking trails

        Coming soon! State-of-the-art fitness center

• Every advertisement should legibly state the specific requirements of your age-restricted community.

Example: One resident of each household must be 55 years of age or older, and a limited number of residents may be younger. No one under 19 years of age may be a permanent resident.

• When using rendering or other artistic representations of the community, be sure to disclaim i.e. artist’s concept, artist’s rendering.  If retouch photography is used note this with photo concept.   

The Advocacy, Legislative and Rental Seniors Housing Committee will offer additional programs in 2007. To get involved with the committee or make a suggestion, contact Jeff Jenkins at 800-368-5242 x8292 or jjenkins@nahb.com. [Return to top]