How to Avoid Implicit Bias in Real Estate Transactions

Even the most well-intentioned agent can have implicit biases (we’re only human!). The goal is not to feel guilty about that, but to put practical safeguards in place so that unconscious bias doesn’t translate into different treatment for clients. Here are some inclusive practices and tips to help ensure every client gets equal service:

1. Embrace Ongoing Education and Self-Awareness

One of the best ways to prevent bias from creeping in is to continuously educate yourself. Take that fair housing class again, attend that diversity panel, and definitely complete any implicit bias training available. Many states now have required courses on this (for example, California’s renewal requirements from 2023 include a 2-hour implicit bias course alongside fair housing training dre.ca.gov). These trainings aren’t just formalities; they often include eye-opening exercises. For instance, Harvard’s Implicit Association Test is a popular tool that can reveal your unconscious associations empirelearning.com. REALTORS® are encouraged to try it and many report being surprised by the results. Knowing where your blind spots are is powerful – it lets you consciously counteract them. The National Association of REALTORS®’ “Bias Override” video series (free for members) also provides real-life scenarios of how bias can slip into client interactions and strategies to stop it empirelearning.com. Consider it a periodic tune-up for your mindset. As one NAR trainer put it, increasing awareness isn’t enough; you have to manage your biases through practice and habit change hbr.org.

2. Standardize Your Client Service Process

Develop a consistent approach for every client, and stick to it. This could mean using the same initial questionnaire or buyer consultation checklist for everyone, following a set routine for how you show properties, or having objective criteria for what listings to recommend based on the client’s stated needs (not on what you guess they might like). By standardizing things, you reduce the chance that personal biases will lead you to treat one client differently from another. For example, maybe you unconsciously chat more easily with a client who shares your background, and thus you send them more listing options than a client you relate to less – a standardized system (say, “send 5 listings per week to all active buyers”) ensures everyone gets equal effort.

3. Check (and Challenge) Your Assumptions

Make it a habit to mentally pause when you catch yourself making an assumption about a client or a property. If you hear an inner voice saying something like, “This client probably won’t want to live in that neighborhood,” ask yourself why. Is it something the client actually said or indicated? Or could it be a bias on your part? If it’s the latter, flip the script: present all options that meet the client’s criteria and let them decide. Similarly, if a buyer says they want good schools or a “safe” area, don’t assume what that means to them – provide resources and let them draw their own conclusions (more on answering these questions in the Fair Housing section below). By consciously questioning your knee-jerk reactions, you’ll start to override biased instincts with fair, fact-based practices.

4. Use Inclusive Language and Behavior

Small word choices and behaviors can send big signals. Always use inclusive, neutral language when talking about properties and neighborhoods (see the Inclusive Language Guide in the next section for specifics). For instance, instead of saying a place is “in a family-oriented area,” just highlight the parks or amenities – stick to features, not who “should” live there. Avoid making offhand comments that could betray bias, like “I think this condo might be better for you than a house with a yard,” unless the client explicitly voiced that preference. In greetings and conversations, be mindful not to assume relationships – use terms like “partner” or simply ask, “Will anyone else be joining our search or decision-making?” rather than “Is your wife coming to see the house?” These subtle shifts ensure no client feels alienated by your words. Body language counts too – give all clients the same warmth and attentiveness. Something as simple as maintaining eye contact and smiling equally with everyone goes a long way in conveying respect.

5. Commit to Fair Housing Principles in Spirit and Letter

Of course, we all know the Fair Housing Act makes discrimination illegal. But avoiding implicit bias is about going beyond the minimum legal requirement and embracing the spirit of fair housing. This means actively ensuring you’re providing equal quality service. For example, a study quantifying implicit bias in housing found that even without overt discrimination, agents were sometimes giving minority buyers fewer options – essentially a form of unintentional steering that “actively hinders sales” and reinforces segregation empirelearning.com. To avoid even accidental bias, make it your policy to offer every client the full range of choices that fit their needs. If you find you’re only showing certain neighborhoods to certain clients, ask yourself why and consider broadening the search. Keep detailed notes on client criteria so you rely on those notes (facts) rather than fuzzy memory (which can be influenced by bias) when selecting listings to show. Additionally, document your process. If ever questioned, you can show that you follow the same procedures for all clients. This not only protects you legally but forces you to stay consistent. Remember, regulators are increasingly paying attention to implicit bias – there’s “heightened scrutiny” on discriminatory practices even if they weren’t deliberate jacksonlewis.com. By remaining attentive and instituting internal checks, brokers and agents can avoid potential liability and, more importantly, do right by their clients jacksonlewis.com.

6. Seek Diverse Perspectives

One way to keep bias in check is to surround yourself with diversity. If you’re part of a team or brokerage, engage with colleagues from different backgrounds – their insights can broaden your own. Maybe you have a younger agent, an agent who is a member of a racial minority group, or one who is LGBTQ in your office – consider informal discussions or lunch-and-learns about experiences in the field. Often, hearing someone else’s perspective or challenges can illuminate biases you didn’t know existed. Some offices do role-playing exercises where agents pair up and simulate working with a client from a different background, then compare notes. This kind of exercise can be eye-opening and improve cultural sensitivity across the board. If your office isn’t that diverse yet, even attending industry mixers or joining REALTOR® affinity groups (like the National Association of Hispanic Real Estate Professionals, Asian Real Estate Association of America, LGBTQ+ Real Estate Alliance, etc.) can expose you to different viewpoints and help you better understand clients’ concerns.

7. Encourage Feedback and Reflect

Finally, create an environment where clients (and colleagues) feel comfortable giving feedback. After closing, you might invite clients to fill a brief survey about their experience. If multiple clients mention anything that could hint at bias (e.g., “I wish we had looked in more neighborhoods” or “I didn’t feel you understood X about my situation”), take that to heart and adjust. It’s not easy to confront criticism, but it’s invaluable for growth. Also, do some self-reflection after every deal: Did I treat that client as fully as I could? Did I assume anything I shouldn’t have? Being intentional and honest with yourself is key to improvement.

By implementing these practices, implicit bias can be minimized if not eliminated from your transactions. The result is a better experience for your clients and a sterling reputation for you. Clients notice when an agent is consistently fair and respectful. They also notice when something is “off.” In an age of online reviews and word-of-mouth, being known as an inclusive agent is a huge asset. Plus, you’ll have the satisfaction of knowing you truly live up to our profession’s ideals of equality and fair housing. It’s a win-win: your business grows, and you help make home buying a more level playing field for everyone.

(FAQ: How should I respond if a buyer asks, “Is this a safe neighborhood?” – This is a common scenario that tests many agents. A good approach is to avoid injecting personal bias or subjective descriptors. Instead of opining on “safety” – which can be coded language and subjective – provide objective resources. You might say, “I can’t characterize neighborhoods as safe or not, but I can point you to the local police department’s crime statistics and neighborhood reports.” Similarly, for questions about schools, you can refer them to school ratings websites or district information. This way, you’re being helpful without skating into potentially biased territory empirelearning.com. You stay compliant with fair housing laws (which prohibit steering remarks) while empowering the client to draw their own conclusions.)

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