Using Stock Photos/Lifestyle

We are working on our own book of communities that showcase all our properties here in NY. Is it okay to use lifestyle/stock images of people? For example a woman holding a cat or dog, a couple sitting together on a couch? Someone tried to bring up because of the new anti-discrimination program we should probably not used any lifestyle images. Does it go against any fair housing laws to use lifestyle images in advertisements? Thanks!

I am not a Fair Housing expert, but you really need to be careful using people in your marketing materials.

So many people are interested in decorating and landscaping ideas, I would go with that angle just to be safe. Focus on amenities and upgrades your apartments have.

Don't forget pets. Use stock pet photos.

You can find more information with Google.

Do you think that lifestyle photos are a bad idea even with diverse subjects? I'm not a Fair Housing expert, but it doesn't seem that would be a problem...

As always, it is not intent, it is interpretation that leads to a complaint. Here is an exert from Hud.gov Library on using human models in advertising:

" Selective use of human models when conducting an advertising campaign.-- Selective
advertising may involve an advertising campaign using human models primarily in media that cater
to one racial or national origin segment of the population without a complementary advertising
campaign that is directed at other groups. Another example may involve use of racially mixed
models by a developer to advertise one development and not others. Similar care must be
exercised in advertising in publications or other media directed at one particular sex, or at persons
without children. Such selective advertising may involve the use of human models of members of
only one sex, or of adults only, in displays, photographs or drawings to indicate preferences for one
sex or the other, or for adults to the exclusion of children. "

So unless you are sure your human models represent sex, familial status, color, race and sexual orientation in your advertising and it would not be misinterpreted by someone looking to move to your community, go for it. I do not have that much faith in people's interpretations and it only takes one to file a complaint.

I would take the safe route, personally. No people pics.

Sandy, are there any documented cases of properties being sued for using stock photos? I'd love to see those cases to see how the courts actually come down on this.

Non descript lifestyle images help compliment your marketing. However, if using more than three people in an image you must make sure the models are of multiple ethnicities otherwise it is considered discrimination. If using multiple lifestyle images, I would recommend that at least two races are represented. Diversity helps to extend your demographic.

Photos of people add life (literally!) to our apartment spaces in pics. Since you are producing a book of your communities, that should give you ample opportunities to feature different races, sexes, national origins and kids! Even pets if you accept them!

I agree with Mary. We at Show My Property TV, actually sell a "Lifestyle Photo Shoot". This is a photo shoot of the property that includes models, so we can really add life to your property rather than the static photos of just a room. We style the models so they look fantastic. This has become a really popular way to showcase at Apt. We also use a range of models of different ethnicities in the photos.

We also use actors and models in all of our Lifestyle Videos, and also use a range of ethnicities.