PROPERTYSPARK ARTICLE

Pawsitively Profitable: Maximizing Sales Potential with ESA-Inclusive Marketing

Who would have thought ten years ago that emotional support animals (ESAs) would affect the housing market in the United States? ESAs are legally protected under the Fair Housing Act (FHA), meaning that these animals (predominantly dogs) are allowed in residential areas that are otherwise considered “no-pet homes.”

ESA inclusion allows real estate agents to take a different approach to marketing properties for sale or rent. For example, imagine showing potential buyers a home with a cozy backyard perfect for their ESA or highlighting the pet-friendly features in your listings.

Let’s learn how to tap into the ESA market as a realtor, ensuring you include them ethically while protecting the rights of all parties involved.

Understanding the Link Between the ESA and Realtor Markets

ESAs are classified as animals that provide support and comfort to people with mental health conditions like anxiety and post-traumatic stress disorder (PTSD). Unlike service animals, ESAs needn’t be trained to perform tasks; their mere presence is considered therapeutic to their owner.

Under the FHA, renters with ESAs enjoy some special legal protections. These ensure that people with ESAs can live in properties that otherwise restrict pets without facing additional fees or discrimination.

The number of ESA owners in the US has surged in recent years, but the numbers can’t be confirmed as there’s no official registry for ESAs in the US. However, the demographics primarily include millennials, seniors, and people with disabilities.

Using these demographics and knowledge of ESA laws, it’s easy to tailor your marketing strategies and effectively attract and engage these clients.

Benefitting from ESA-Inclusive Policies as a Realtor

Integrating ESA-inclusive strategies into your marketing is a smart move if you want to enhance your market presence and client relationships. Here are some of the benefits of including them in your marketing strategy:

ESA-Inclusive Policies Expand Your Market Reach

By accommodating ESA owners into your database, you immediately tap into a growing demographic of potential clients who may otherwise overlook properties with strict pet restrictions. This inclusivity can lead to a broader range of inquiries and showings, increasing the likelihood of sales.

ESA-Friendly Policies Improve Your Brand Image

Demonstrating empathy and understanding towards ESA owners showcases you as compassionate and client-focused. This can differentiate you from your competitors and attract clients who value businesses that prioritize mental health and well-being—even those who don’t have ESAs.

Referrals and Client Loyalty are (Almost) a Given

ESA owners who feel supported and welcomed are likely to have a positive experience with your agency. Satisfied clients are also likely to return for future needs and refer friends and family. These word-of-mouth referrals and positive reviews can substantially boost your reputation and client base, leading to sustained business growth.

ESA-Inclusive Marketing Strategies

Here are some examples of effective ESA-inclusive marketing strategies for you to consider:

Highlight ESA-Friendly Features in Listings: In property descriptions, include features like fenced yards, nearby parks, or pet-friendly apartment policies. This helps ESA owners immediately identify suitable properties.

Use Visual Content: Incorporate images and videos showing homes with ESAs. A video tour featuring a happy pet in a cozy living room or in a playful yard scene can resonate with owners.

Host Virtual Tours with ESAs: Consider hosting a virtual tour where an ESA is part of the walkthrough, demonstrating how pets can comfortably live in the space.

Social Media Campaigns: Run targeted social media ads featuring hashtags like #PetFriendlyHomes or #ESAApproved. Share success stories of clients who found perfect homes for themselves and their ESAs.

You could also create an Instagram or Facebook contest where followers can share photos of their ESAs in their favorite home spots, offering a prize for the best picture. This would help engage your audience and spread awareness of your pet-friendly policies.

Client Testimonials and Social Proof: In addition to the social proof from client contests, feature testimonials from satisfied ESA owners on your social media and website. Positive experiences from real clients can be very persuasive for potential buyers.

Client Testimonials and Social Proof: Sponsor or host events catering to ESA owners, like pet adoption drives, pet-friendly community picnics, or fun walks. Doing so positions your agency as a supporter of the local community and animal welfare.

Addressing Common Concerns and Challenges

Real estate agents using ESA-inclusive marketing will likely face concerns about fraudulent ESA certification, property damage, and liability. Here are ways to mitigate these risks:

• ESA Certification: Ensure the owners on your list know the differences between the rights of ESAs, service animals, and therapy animals and that they have professional certification that includes their pet’s details.
• Property damage: We recommend that landlords require reasonable security deposits and offer pet damage insurance. Clear, written property care agreements can also help mitigate these risks.
• Balancing ESA Needs with Other Tenants: Ensure transparent communication about ESA policies and foster a community environment that respects all residents’ needs. For instance, designate specific areas for pet activities and provide guidelines to maintain cleanliness and harmony.

Practical Steps for Implementation

When you’re ready to become ESA-inclusive in your marketing strategies, consider these steps for integration:

Policy Development

Draft clear ESA-inclusive policies outlining guidelines for property care, security deposits, and any restrictions. Ensure these policies comply with legal standards, such as the Fair Housing Act and pertinent local laws. California’s ESA laws are more stringent than those of other states.

Staff Training

Train staff and landlords on ESA regulations and the benefits of accommodating ESA owners. Provide customer service training so your agency’s staff can handle ESA-related inquiries sensitively and professionally.

Marketing Integration

Go through your existing listings and update them to highlight ESA-friendly features. Use targeted social media campaigns and SEO strategies to attract ESA owners. Lastly, share testimonials and success stories from ESA owners who found their homes through your agency.

Bottom line: ESA-friendly properties enhance marketing opportunities

Emotional Support Animals are fast gaining popularity in the US, and their presence has opened a niche gap for realtors. If you capitalize on this trend, you can benefit from its increased market reach, positive brand image, and enhanced client loyalty.