East Bay Rental Housing Association
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How to advertise units


Fair Chance Housing Ordinances

On February 4, 2020, the Oakland City Council unanimously approved the Fair Chance Housing Ordinance. Oakland rental
property owners are no longer allowed to screen applicants for criminal history
, as per Ordinance No. 13581 C.M.S., O.M.C. 8.25.


On March 10 2020, the Berkeley City Council approved the Fair Chance Housing Ordinance. Berkeley rental property owners
are no longer allowed to screen applicants for criminal history
, as per Ordinance No. 7,692-N.S.

What are the best practices for advertising rental units?

There are five key components to effective advertising:
  1. Describe unit features/benefits
  2. Set rental criteria
  3. Avoid discriminatory language
  4. Determine market rate rent
  5. Select listing methods (online platforms and other channels)

Features/Benefits
Include all features and benefits, including high-quality photos, that put the unit in the best possible light. This will attract the largest pool of applicants. 
  • Number of bedrooms and bathrooms
  • Square footage
  • Ground floor, 2nd story, high rise
  • Outdoor space: Yard, balcony, deck
  • Parking: Street or off street, covered, secure
  • Laundry: Onsite, in-unit or near by
  • Storage: Interior and/or exterior, bike
  • Electric vehicle charging stations
  • Water and/or energy efficiency and other environmentally-friendly features
  • Walkability: Proximity to public transportation, schools, shopping/restaurants, theaters, parks, etc.
  • Other desirable features: Wooden floors, gas stove, natural light, views, new paint, new appliances/fixtures, event space, gym, etc.​​

Rental Criteria 
Standards that appear in your listing that every applicant must meet in order to be considered: 

Sample Criteria
  • Minimum credit score of 700 (recommended)
  • No eviction history
  • Proof of legal and verifiable source of income that meets requirements, typically 3 times the rent
  • Positive references from last 3 rental property owners/managers​
  • Government-issued ID
Click here for a sample advertisement with recommended rental criteria. 

Non-discriminating language
  • Fair Housing is a complex, ever-changing topic. Use caution when advertising rental units or creating rental criteria.
  • If discriminatory language or criteria is found in a listing, a discrimination suit or Fair Housing complaint may be filed against the rental owner.
  • Avoid language referencing ancestry, race, genetic information, color, national origin, religion, sexual orientation, gender identity, handicap, familial status.
  • All units in California (except senior housing) must be made available to families with children. “Steering” (putting families with children in certain units) is discriminatory and should be avoided., i.e. , leasing only units on bottom floors to families. 
​   Avoid this language in your listing: 
  •  "No children or families allowed"
  •  "Perfect for young professionals or quiet, older couple"
  •  "Not wheelchair accessible"
  •  "No emotional support animals"
  Immigrant Status
  • Owners/managers cannot inquire or require information (written or orally) regarding immigration status of a rental applicant, resident or occupant (Civil Code 1940.3) in the rental listing or during the application process.
  • However, this does not prohibit the owner from asking for government-issued photo identification.​

Security
Do not advertise your neighborhood as "safe" or "secure," as that could result in a lawsuit if there is a problem
However, you may advertise an alarm system as a feature. 

Determining Market Rate Rent
  • State law currently allows owners to set market rent after a resident vacates or if a unit is empty (CA Civil Code 1954.53).
  • Factors to consider: neighborhood, unit size, parking, amenities, access to public transit and shops/restaurants, laundry service, etc.
  • Look at similar listings on platforms like Craigslist, Zillow, Rent-o-Meter, etc. to compare rents. 
  • Consider attending open houses to see how other units compare​.

Advertising Methods
  • Look beyond Craigslist, as it is no longer the standard method of listing units. See listing platforms like Zillow, Trulia, HotPads, Zumper, etc.
  • For bigger units consider paid websites like Apartments.com.
  • Listings on message boards, online networks, newsletters, bulletin boards, flyers or word-of-mouth offer additional exposure. ​​
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  • Home
  • Join Us
    • Membership Levels & Applications
  • Resources
    • Covid-19 Information
    • Rental Housing Forms
    • Property Owner Resources
    • Renter Resources
    • Supplier Directory
    • Real Estate News
    • Rental FAQs >
      • Abandoned Property
      • How to Advertise Units
      • Application Process
      • Resident Screening
      • Bed Bugs
      • Increasing Rent
      • Leases & Renewals
      • No Smoking Policy
      • Mold
      • Move-in/Move-out Procedures
      • New Ownership
      • Pets/Service/Emotional Support Animals
      • Right to Enter
      • Security Cameras
      • Security Deposits
      • Sharing Utilities
      • Smoke & Carbon Monoxide Detectors
    • State and County-specific information
    • City-Specific Information >
      • Alameda
      • Albany
      • Berkeley
      • Concord
      • El Cerrito
      • Emeryville
      • Hayward
      • Oakland
      • Piedmont
      • Richmond
      • San Leandro
      • Walnut Creek
    • Lead Booklet
    • Rental Rates: Comparison Sites
  • Events & Education
    • Calendar of Events
    • Online Education
    • Workshop & Presenter Guidelines
    • EBRHA Facilites Rental
    • Webinar Presentations
  • Advertise
    • Advertising
    • Print
    • Digital
  • Donate
    • PAC & Legal Fund Donation Form
  • About
    • Blog
    • EBRHA Newsletters
    • About EBRHA
    • Announcements
    • Board of Directors >
      • Board Nominations
    • Meet Local Housing Providers
    • Contact
    • Basic Principles and Political Positions
    • Community Service and Giving Back
  • Member Login
    • Member Portal
    • Rental Housing Forms
    • Resident Screening
    • Submit Your Questions
    • Rental Housing Magazine
    • Join an EBRHA Committee