It comes in the wake of the death of George Floyd in May which saw a spike in support for the Black Lives Matter movement with protests erupting around the globe. Now when being shown properties in the future, Estate Agents are trying to use language that does not offend their clients and potential buyers, The Times reports.
Jeremy Gee, managing director of Beauchamp Estates in Mayfair said he was swapping the term master bedroom or suite for “principal”.
He told The Times: “In a typical week we are selling to a British couple one day, a family from Saudi Arabia, Nigeria or Hong Kong another day and a same-sex couple from Britain, France or America on another day.
“We always try to use neutral and non-offensive marketing terms. Using ‘his’ and ‘her’ bathrooms would be incorrect if we are marketing to a same-sex couple, for instance.”
The practice has been replicated in the USA as the Houston Association of Realtors (HAR) will no longer use the term “master” to describe the primary bedroom of a home on their housing listings.
The company said their property listing service will use “primary bedroom” and “primary bath” noting that some members viewed the word “master” as sexist while others viewed it as racist.
A company spokesman added: “The change of primary bedroom and primary bath were among nine requests members submitted for review.
“The overarching message was that some members were concerned about how the terms might be perceived by some other agents and consumers.
“Based on the discussion that took place, more members viewed the terms as sexist than racist, although some did view them as racist.”
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“The word master does carry historically racist undertones.
“If it were to cause offence to any buyer, seller or tenant, we wouldn’t have a second thought in amending our advertising material to remove it.
“It is something we are considering doing to prevent such offences occurring.”
It comes after Prime Minister Boris Johnson said that people should not be “bullied” into “taking the knee” in support of the Black Lives Matter movement.
Speaking on LBC, the Prime Minister indicated that he is not prepared to follow the example of Labour leader Sir Keir Starmer – who was photographed in the symbolic act of support – saying he believes in “substance” not “gestures”.