5 Illegal Phrases to Avoid in Rental Ads (And What to Write Instead)

Did you know your rental ad can violate Fair Housing laws in Oklahoma with just one sentence? Even if unintentional, the wrong wording can spark complaints and lawsuits.

In fact, the National Fair Housing Alliance reported over 34,000 housing discrimination complaints in 2023, a record high. Many of those stemmed from something as simple as the wording in an online listing.

Whether you are a property owner or investor in Oklahoma, your rental ad isn’t just about finding tenants. It’s a legal document that can make or break your investment. Using language or preferences based on gender, religion, race, or disability may violate Oklahoma Fair Housing law and expose you to serious penalties.

With over 15 years of experience managing rental properties in Oklahoma City and nearby areas, I’ll explain why rental ads matter, things you should never write in rental ads, and legal tips to keep your listings complaint-free.

Why do rental ads matter?

A rental ad isn’t just marketing; it’s the gateway to your property. Done right, it protects you legally and helps you find the right tenant faster.

Let’s break down why your rental ad matters more than you think:

1. First Impression

Your rental ad gives potential tenants their first impression of your property. A poorly written or vague ad can confuse or disinterest the tenant, leading them to ignore your property. On the other hand, a clear and professional ad can help you build trust and stand out in a crowded market.

2. Targeting the right tenant

A well-optimized rental ad highlights the property’s features and selling points, such as pool, parking, pet policies, and proximity to transport. By showcasing these selling points, you can attract the right tenants who are searching for a specific benefit. This saves you time and filters out applicants who may not be a good fit.

3. Legal Protection

Rental Listings are legally bound by the Fair Housing Act, which prohibits discrimination in housing and ensures that everyone has equal access to housing opportunities, regardless of personal characteristics. Additionally, ads that misrepresent the property can result in lease disputes.

4. Reducing vacancy time

A clear, compelling ad provides accurate information, which helps tenants decide faster. This leads to a reduction in vacancy time and ultimately less lost rental income.

5 things you should never write in a rental ad

Before you prepare or post a rental advertisement, it’s crucial to know “what are the things you should never write in a rental ad?”. Certain words or phrases, especially those that discriminate against specific groups, can violate Fair Housing Laws and lead to serious legal consequences. To stay compliant, make sure your ad is inclusive and does not exclude certain groups or other protected characteristics.

Here are the five things you should avoid while writing rental ads:

1. Religious Preferences

If you directly or indirectly mention religious preference in your rental ad, you break the law. All housing and accommodation must be available to everyone regardless of their religious belief.

You should avoid phrases like “No Muslims”, “Christian neighborhood”, and “Preference for church going individuals”.

Tip: Always keep your rental listing neutral, avoid mentioning any religion or its characteristics. Your rental listing should be available for anyone, not just for a specific faith.

2. Color, Race, or National Origin

Any reference to color, race, or national origin can land you in serious legal trouble; it’s a big Fair Housing violation. Using such language is strictly prohibited and can lead to legal penalties.

Avoid phrases like:  “Asian Community preferred”, “Black tenants welcome”, “white neighborhood”

Tip: Never mention race, colour, or origin in your rental advertisement in any way. Instead, highlight the property details, such as the number of bedrooms or proximity to local amenities.

3. Restriction Based on Disability

Do not include any restrictions for tenants with disabilities in your rental ads. According to the Fair Housing Trends Report, most of the housing discrimination complaints were reported highest among people with disabilities, with 52.61%. So, any language that discourages people with disabilities is considered illegal.

Avoid phrases like: “Not suitable for disabled tenants”, “Not for handicapped”,  “No wheelchairs”, “Must be able to walk stairs”

Tip: When describing the physical aspects of your property, use neutral language. Example: explicitly state “property has stairs, no elevator” rather than implying a limitation on a person. This allows tenants to choose a property for themselves without feeling excluded.

4. Sex and Gender

Your Rental Ad should never indicate a preference or discrimination for men, women, or other groups based on sexual orientation. Phrases that prefer only men or women can violate laws.

Avoid phrases like: “Male tenant preferred”, “great for single women”, “LGBTQ+ friendly”

Tips: Use neutral language. Focus on the property’s features and the benefits of the rental unit, not gender characteristics.

5. Familial Status

It’s illegal to discriminate against families with children under 18. You should never include a preference for adults, couples, or mention anything about family dynamics.

Avoid phrases like: “No children allowed”, “Adults only”, “Singles Preferred”

Tips: Describe your rental unit in terms of capacity, such as a 1-bedroom apartment suitable for 1-2 occupants or limited parking available.

What should you include in an effective rental ad?

In Oklahoma’s competitive rental market, a clear and professional rental ad can help you attract the right tenants quickly while ensuring compliance with the Fair Housing Act and Oklahoma Fair Housing Law. Think of your rental listing as a mini brochure that markets your property, providing all the information that a tenant needs.

Below are essential elements that should be included in your rental ad:

1. A Catchy and Informative  Headline

Your headline is the first impression of the property; it should be short, informative, and attention-grabbing. Simply include rent price, number of bedrooms and bathrooms, property type, and standout features.

Example:

• $1000 | 2 Bed/1 Bath House in Oklahoma with garden and parking
• $2000 | 5 Bed/3 Bath Apartment in Edmond – Pet Friendly and pool access

2. Accurate Property Details

This section plays the most important role in your rental ad. Provide a clear, honest description of the property. Essential property details include:

• Property Type: Be precise! Is your property an apartment, a spacious single-family home, or a flat? Clearly define the property type, which helps tenants filter effectively.
• Number of bedrooms and bathrooms: Be exact with your number, as this is often the first thing that a tenant looks for.
• Location: Beyond just the city, specify the general area and neighbourhood.
• Layout and Size: Briefly describe the overall layout and mention the total square footage if you know. This helps tenants to imagine your rental home.
• Availability Date: Be clear about the exact date your rental unit will be vacant and ready for the tenant to occupy.
• Monthly rent and security deposit: State the monthly rent and required security deposit clearly.
• Lease duration: Specify the minimum lease term you are offering. This is a fundamental rental term and crucial for tenants planning.

3. Property Features & Unique Selling Points

You must highlight what makes your rental unit stand out from others in the rental market. These selling points can help attract the right tenants.  Include features like:

• Parking space – When adding a parking space. Don’t just say parking is available. Specify the type: private garage or just street parking? This is a huge consideration for most tenants.
• Pet policy – If you allow pets, be clear. State pet policy, but make sure to ensure that your policy ensures a pet policy.
• Proximity to schools or local attractions – Describe nearby attractions or conveniences like “close to university”, “easy access to major highways”. This helps to know more about the housing and community.
• Interior features – Interior is beyond just rooms. Mention what makes the inside special. Mention major appliances or highlight comfort features like a cozy fireplace.
• Exterior features – Mention access to amenities like pool, private balcony, if available.

4. High-quality Photos

Did you know? A 2024 Bleisured survey found that 78% of renters consider photos a critical factor when selecting a property to inquire about; however, broader studies show that price and safety typically rank as the top considerations, with photos playing a key but sometimWriting a rental ad isn’t just about filling space—it’s about standing out. The right ad grabs attention, draws in the best tenants, and protects you legally. Follow these tips to do it right:es secondary role in renter decision-making.

So, you must include high-quality photos that can significantly boost your ad’s performance. But make sure photos are recent and eye-catching, such as:

• Main rooms (living room, kitchen, bedrooms, bathrooms)
• Exterior (Front and Backyard)
• Any premium features, like a pool (if available)

5. Contact and Application Information

To encourage more applications, keep communication simple. Share the key contact and application details tenants need, such as:

• Name, Phone, and Email
• Application process (background check/ credit check)
• Application fees (if applicable)
• Application instructions along with the required documents

How can you write an effective rental ad?

Writing a rental ad isn’t just about filling space; it’s about standing out. The right ad grabs attention, draws in the best tenants, and protects you legally. Follow these tips to do it right:

1. Know your target audience

Before writing a rental ad, think about who your rental property might appeal to ( e.g, working professionals, students, or small families). Highlight features such as proximity to school or public transport near the property to attract tenants whose lifestyle aligns with your property’s benefits.

2. Choose a Catchy heading

Your headline is the billboard for your rental unit; it needs to be short, attention-grabbing, and packed with key information to quickly hook a prospective tenant. Include key details like rent price, number of bedrooms and bathrooms, property type, and features.

Example:

• $3500 | 6 bed/4 Bath Modern Apartment in Moore with large parking and Backyard

3. Write a short introduction

Begin your property introduction with 2 or 3 sentences that highlight the overall property. This should make the tenant want to read more about your property.

Example:

• Discover your perfect home in this modern apartment, ideally situated in the heart of Moore, with a spacious living area and easy access to shopping, parks.

4. Describe the Property in Detail

Describe your property details accurately and completely to prevent misunderstanding. Use proper sections and bullets to highlight the key features, unique selling points, location highlights, and pictures.

Let’s look at the steps to write a rental description:

• Best Feature First: Always start the property description with the best feature, such as sea view, prime location, beautiful balcony, etc.
• Descriptors: Use descriptors like modern, unique, newly updated, spacious, quiet, private, etc., to describe the property’s vibe.
• Nearby Amenities: Highlight proximity to parks, public transport, a cafe, and a shopping complex.
• Selling Points: List features  of your property, such as garden, pool, and  fully furnished interiors
• Rental Details: Include monthly rent, lease term, security deposit, and mention the rental policies.

5. Provide a Clear CTA

End your rental ad with a simple next step. Tell prospective tenants exactly how to reach you and what to do next. Include all relevant contact details, such as your name, phone number, and email and, if applicable, a link to your online application. The easier you make it, the more likely qualified tenants will apply quickly.

Example:

• Don’t miss out! Contact us at [email/phone] 
• Call or email us to find out more and arrange a viewing on [email/phone]

Final Thoughts on Legal and Marketing Tips for Your Rental Listing

Before publishing your rental ad, make sure to review it. Ensure that it’s not only attractive but also legally compliant. Avoid languages that could suggest a preference or limitation based on religion, sex, disability, national origin, or familial status.

Be honest and always provide accurate information about your property. If you use misleading descriptions, you may face disputes or early lease termination. It’s also important to keep the rental ad easy to read, clear, short, and informative. Make sure you include all necessary information, property details, features, quality photos, and rental policies.

Finally, provide clear and valid contact details so that potential tenants can reach out as quickly as possible.

FAQs on Things You Should Never Write in Rental Ad