The Slippery Slope of Steering
When Customer Service Crosses the Line in Property Management
In property management, strong customer service is often praised as the key to successful leasing and resident retention. Leasing professionals are encouraged to be personable, attentive, and helpful in guiding prospects through the decision-making process. However, it is in these well-meaning interactions that one of the most common and costly fair housing risks can emerge: steering.
Steering rarely begins as an intentional act of discrimination. More often, it develops gradually, rooted in a desire to be helpful or to “make things easier” for a prospect. Understanding how customer service instincts can quietly turn into compliance issues is critical for housing providers seeking to operate ethically and in compliance with the law.
How Everyday Conversations Lead to Steering
Steering often occurs in casual, conversational moments. A leasing professional may recommend a specific building, floor plan, or area of a community based on assumptions about a prospect’s lifestyle, family size, age, or perceived needs. While the intent may be to enhance the customer experience, these assumptions can unintentionally limit choices and create unequal access to housing opportunities.
The ethical issue is not the information being shared, but how it is framed and why it is offered. When suggestions are driven by who a prospect is rather than what is available, customer service shifts into decision-making on behalf of the prospect. This is where the slope becomes slippery. Even subtle nudges, repeated over time, can establish patterns that expose a property management company to fair housing complaints.
Focusing on the Property, Not the Person
Ethical leasing practices require a deliberate shift in focus. Customer service should center on providing complete, accurate, and consistent information about the property itself. Features, amenities, pricing, availability, and policies should be presented uniformly, allowing prospects to decide what best fits their needs.
This approach protects both prospects and leasing professionals. By avoiding personalized recommendations based on perceived characteristics, housing providers reduce the risk of steering while still delivering a professional and respectful leasing experience. Letting prospects lead the decision-making process is not a lack of service; it is a safeguard that reinforces fairness and compliance.
Customer Service With Clear Boundaries
Strong customer service does not require bending rules or tailoring decisions based on assumptions about a prospect or resident. It requires clarity, consistency, and professionalism, especially in leasing interactions where steering risks are highest.
Steering-focused training should include practical examples such as how to respond when a prospect asks, “Where do families usually live?” or “Which building is quieter?” without making assumptions or narrowing choices. Role-based scenarios that show how to present all available units, redirect subjective questions back to objective property features, and allow prospects to self-select are especially effective.
When staff are trained to recognize how everyday phrasing, tone, or informal recommendations can influence housing decisions, they are far better equipped to deliver strong customer service while maintaining clear ethical and compliance boundaries.
Protecting Trust and Compliance
Steering remains one of the most subtle yet serious risks in property management, precisely because it can emerge from well-intentioned customer service. Recognizing this slippery slope allows housing providers to remain helpful and engaging while ensuring that access to housing choices is never influenced by assumptions or personal characteristics.
Ethical property management is not about reducing service or sacrificing personability. It is about delivering equal customer service—where every prospect and resident receives the same information, the same range of options, and the same level of professionalism. That consistency is what supports fair housing compliance, builds long-term trust, and defines true excellence in the property management profession.
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