Affirmative Marketing Agreement

Affirmative Marketing Agreement Definition

The Affirmative Marketing Agreement details a real estate marketing plan designed to reach all potential buyers in an area without regard to race, color, religion, or other national origins.

Explanation

The purpose of the affirmative marketing agreement is to stop all forms of discrimination. This goes hand in hand with the Fair Housing Act that applies to all real estate sales.

In order to keep compliant and to not discriminate against anyone or anybody, there is specific language that is banned from marketing that could otherwise get the real estate agent in trouble for discrimination.

The ultimate goal is to promote diversity while being able to market to as many potential buyers as possible, with extra effort to reach categories of population who’d otherwise be less likely to hear about the housing opportunity.

This includes:

• outreach strategies,
• advertising methods,
• demographic objectives,
• community partnerships

Affirmative marketing applies specifically to federally assisted or regulated housing programs. Regular home listings on the open market don’t use affirmative marketing agreements.

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