Our Commitment
DMR Media LLC is committed to fair housing and equal opportunity in every piece of marketing we create, manage, or advise on. Everyone deserves fair and equal access to housing — and marketing plays a real role in whether that happens. As a marketing agency serving real estate professionals, we treat fair housing compliance as a design requirement of our work, not an afterthought: it shapes the words in our ads, the audiences our campaigns target, and the guidance we give clients.
The Laws We Follow
The federal Fair Housing Act (Title VIII of the Civil Rights Act of 1968, as amended) prohibits discrimination in the sale, rental, financing, and advertising of housing based on seven protected classes:
- Race
- Color
- Religion
- National origin
- Sex (including sexual orientation and gender identity)
- Familial status (including families with children and pregnant people)
- Disability
Many states and localities protect additional classes. Wisconsin's Open Housing Law, for example, also protects marital status, ancestry, lawful source of income, age, and status as a victim of domestic abuse, sexual assault, or stalking. Because our clients operate across many states, we hold our work to the strictest applicable standard: when in doubt, we write and target as if every protection applies.
Section 804(c) of the Fair Housing Act specifically makes it unlawful to make, print, or publish any advertisement that indicates a preference, limitation, or discrimination based on a protected class. That provision applies directly to the work we do every day — which is why this page exists.
Our Advertising Copy Standards
In every ad, landing page, listing description, and email we produce, we:
- Describe the property, not the people. “Four bedrooms and a fenced yard” — never “perfect for families.” “Steps from the marina” — never who we imagine walking those steps.
- Avoid preference, limitation, or steering language — no “ideal for,” “suited to,” “exclusive community,” or “traditional neighborhood” framing that signals who is welcome.
- Never reference protected classes — no direct or coded references to race, color, religion, national origin, sex, familial status, disability, or state-protected classes like age, marital status, or source of income.
- Treat “luxury” as a property standard, not a people filter. Our positioning describes price point, finish, and service level — it never implies who belongs in a neighborhood.
- Use accurate imagery. We avoid photo and model selections that signal a preferred demographic for a property or community.
Digital Targeting Practices
Fair housing risk in modern marketing lives as much in targeting as in copy. Our practices on ad platforms:
- Housing ad categories: where a platform provides a housing-specific ad category with restricted targeting (such as Meta's Special Ad Category), we use it for housing ads as required.
- No exclusionary audience targeting: we do not target or exclude audiences by protected class or close proxies for protected classes — including narrow age bands, gender segments, or ethnic-affinity style audiences — for housing ads.
- Geography is drawn around markets, not around people: location targeting follows the client's actual service area and inventory. We do not use geographic exclusions as a proxy for demographic exclusion (digital redlining).
- Keywords and prompts: search and AI-channel campaigns are built on intent (“waterfront homes for sale”), never on protected characteristics.
- Platform evolution: when Google, Meta, OpenAI, or other platforms change their housing advertising policies, we update our practices to comply — for every account we manage.
How We Work With Clients
- Review: marketing copy we produce is screened against the standards above before it ships. Client-supplied copy that raises fair housing concerns is flagged with a suggested compliant rewrite.
- Guidance: we advise clients on compliant language and targeting, and we document our reasoning when a claim or audience is declined.
- Refusal: we will decline — and have declined — to publish content or configure targeting that we believe violates fair housing law, even at a client's request. No engagement is worth participating in discrimination.
- Equal service: we offer our services to real estate professionals without regard to any protected characteristic, and our lead qualification criteria are strictly business-based (market, volume, team size, goals).
- Not legal advice: we are marketers, not lawyers. We hold our work to the standards above, and we encourage clients to consult their broker, association, or attorney on specific compliance questions.
Accessibility
Equal access includes access to information. We build client websites and landing pages with accessibility in mind — semantic markup, keyboard navigability, alt text on meaningful images, and readable contrast — and we work toward WCAG-informed standards across the sites we ship. If you have difficulty accessing content on this site, contact us and we will provide the information in an accessible format.
Training and Accountability
Everyone who writes copy, builds audiences, or configures campaigns at DMR Media is trained on the standards on this page, and we review them as platform policies and regulations evolve. Fair housing compliance is part of our internal QA checklist for ad launches and website content — a launch blocker, not a suggestion.
Reporting Discrimination
If you believe you have experienced housing discrimination — or believe any marketing associated with our clients falls short of these standards — please report it:
- To us directly: email team@dmrmedia.org with the subject “Fair Housing Concern.” We review every report, and confirmed issues are corrected immediately.
- U.S. Department of Housing and Urban Development (HUD): hud.gov/fairhousing or 1-800-669-9777 (TTY: 1-800-877-8339)
- Wisconsin Department of Workforce Development, Equal Rights Division (for Wisconsin properties), or your state's civil rights agency
- Your local fair housing council or agency
Our Promise
Great marketing widens the front door; it never narrows it. DMR Media is dedicated to marketing that is effective, ethical, and compliant with all fair housing laws — and to helping build a real estate market where every qualified buyer, seller, and renter has equal access to opportunity.
Contact Us
Questions about our fair housing commitment or practices:
DMR Media LLC
100 W College Ave, Office No. 326
Appleton, Wisconsin 54911
Email: team@dmrmedia.org
Phone: +1 920-249-5210