AIM 2025: Legal Compliance in Apartment Marketing

Legal Compliance in Apartment Marketing: What to Watch For Now 

In an era of increasing regulatory scrutiny, the session delivered practical guidance to help marketers navigate the fine line between innovation and legal risk. Moderated by Jay Harris, the discussion tackled how marketing teams can remain compliant while leveraging powerful new tools like AI, personalization, and digital advertising.

Craig Johnson opened by grounding the session in real-world marketing challenges. Johnson underscored the importance of maintaining compliance not just for regulatory protection, but to serve residents equitably. He emphasized that housing providers must balance data-driven marketing with fairness and inclusion—particularly when working with income-restricted or diverse communities. Missteps in targeting or language can create compliance risks or damage trust with residents.

Laura Arbeiter provided legal clarity on the dos and don'ts of multifamily marketing. One key theme was advertising accuracy—claims on websites or in ILS listings must match the realities of what's being offered. Arbeiter cautioned against overpromising on amenities, pricing, or availability. Even listing a unit that isn’t actually available could trigger liability under state consumer protection laws.

A major focus was fair housing and how it intersects with modern marketing tactics. Harris and Arbeiter walked through scenarios where marketers might unintentionally exclude protected classes—such as using targeted advertising that only reaches certain demographics or making assumptions about ideal renters. “If you’re not asking yourself who your ads aren’t reaching, you may be creating risk,” Arbeiter warned.

Artificial intelligence and automation came under the spotlight as well. With leasing bots and AI tools becoming more common, the panelists emphasized that compliance is still the operator’s responsibility, even if the technology is third-party. Johnson noted that he’s already working with vendors to ensure that automated responses follow brand and legal guidelines. Arbeiter added that AI-generated language or ad placements must still adhere to fair housing and consumer protection laws.

Jay Harris steered the conversation toward privacy and data handling, particularly as marketers gather more information through website forms, cookies, and retargeting. He urged companies to document what data is being collected, how it’s stored, and whether residents have consented to its use. States like California already have strict privacy laws, and others are following suit. Not complying with these can lead to reputational damage and fines.

Compliance documentation and audits were another key tactic discussed. Arbeiter suggested that marketing and legal teams hold recurring meetings to review campaigns before launch, and periodically audit listings across ILS platforms and corporate sites. “Your website might be compliant, but what about what’s being scraped and syndicated?” she noted.

Team collaboration emerged as a critical theme throughout the session. Johnson shared that at Avanath, marketing and compliance work hand-in-hand from the beginning of campaign planning. Legal isn’t a bottleneck—it’s a partner. This approach reduces last-minute corrections and builds a culture of responsibility across departments.

In closing, all three speakers encouraged the audience to embrace compliance as a brand strength rather than a constraint. Transparency, consistency, and inclusion are not just legal imperatives—they’re what today’s renters value. When marketing teams and legal departments align, it not only reduces risk but builds lasting resident relationships.