In Practice
Steering happens when someone in housing influences where a prospect can or should live based on race, color, religion, sex, familial status, national origin or disability, or another class protected locally. It can be as simple as only showing families the ground floor, or as small as a comment such as 'you would probably be more comfortable in the other building.'
For leasing teams, the risk is highest at tours and on the phone. Intent does not matter. A well-meaning remark can still count. The safest habit is to show prospects what matches their stated needs, such as budget, bedrooms, move-in date and amenities, and to offer the same range of options to everyone. Do not comment on the makeup of a neighborhood, school quality as a proxy for who lives there, or who 'fits in.'
Example: a prospect with a toddler asks for a quiet home. Instead of steering them to a specific building, you describe what is available, mention that some units are on the street side and some face the courtyard, and let the prospect choose.
The common mistake is trying to be helpful by guessing what someone wants. Ask open questions, offer all available options, and answer questions with facts. Mystery shopping and fair housing testing can catch steering, so train every year and review your scripts. Check local law and counsel when you are unsure.
Not to Be Confused With
Steering is directing people toward or away from housing because of who they are. Disparate impact is a neutral policy with unequal effects.
Steering: Common Questions
What is an example of steering in apartments?
Showing only certain buildings to families, or telling a prospect they would prefer another area because of who lives there, are common examples.
Is steering illegal?
Yes. Steering based on a protected class violates the Fair Housing Act and many state and local laws.
How do you avoid steering?
Offer the same options to everyone, let the prospect decide, answer with facts about the unit and community, and avoid comments about people or neighborhoods.
