Several weeks ago the worlds of web-based technology and fair housing met head-to-head in a conflict that illuminates some disturbing trends. Some of you may have followed the recent launch of Picketreport.com, a hot new mapping website backed by Quicken Loans. It allows a homeseeker to view an interactive map of a neighborhood that includes businesses in the area like coffee shops and grocery stores, as well as schools and crime reports, all via cute little multi-colored icons.
What you can’t view on Picketreport.com anymore is the website’s flagship Lifestyle module, which used terms like “Young City Solos” and “Middle Class Melting Pot” to describe the kinds of people that live in the neighborhood you are viewing. Unfortunately, the Lifestyle module also employed glaring racial stereotypes to label communities of color, like “Soul Survivors” and “Soulful Spenders” to describe working class and upper-middle class African American communities, “Ciudad Strivers” to describe middle-class Latino communities, and “Asian Achievers” to describe affluent Asian families. In case you were wondering, middle and upper class white families were not described as “White Winners,” or “Cruising Caucasians” but rather the race-neutral “American Royalty” and “Silver Sophisticates.” Business websites lauded Picketreport.com for “tell[ing] consumers what realtors can’t” because of the Fair Housing Act. One article (that, shockingly, Picketreport.com proudly links to from its website) suggests that real estate agents can now just direct consumers to the website when questions are posed about the kind of people who live in a neighborhood (translation: racial/ethnic demographic.) See my earlier post about this issue. Read More…














