A few months ago, Facebook was hit with a lawsuit by the department of Housing and Urban Development (HUD) that claimed Facebook was engaging in housing discrimination. According to the suit, HUD accused Facebook of allowing landlords, home sellers and agents to set parameters on ads that limited which prospective buyers could view it based on race, religion, sex and disability, to name a few.
Some of these allowances included blocking ads to users based on their interests in certain topics such as “child care” or “mobility scooters.” Others gave the advertiser the ability to block ads by specific zip code.
In response to this accusation, Facebook has changed their rules for ads related to real estate. Now, advertisers can no longer set these kinds of parameters and discriminate against any person based on race, ethnicity, color, national origin, religion, age, sex, sexual orientation, gender identity, family status, disability, medical or genetic condition.
What does this mean for you?
As a Homesale Realty agent, these new rules just mean that the more general your audience, the better. When setting the target audience for your ads, choose both men and women and select as wide of a geographical range as possible. Counties tend to work very well for the geographical parameter.
If, for some reason, Facebook thinks you have set a parameter that violates these new rules, they will flag your ad and send you a notification that it has been denied. From here, you can adjust the parameters and resubmit or send the ad for a manual review if you believe it has been flagged in error.
For more information about these new rules, check out Facebook’s advertising policies here.