Scotsman Guide Magazine

Inclusive approach benefits buyers, but also strengthens competitive advantage

How culturally competent marketing to the LGBTQ+ community creates economic opportunity for everyone

By Tai Christensen

In 1993, Melissa Etheridge released the second single from her album “Yes I Am” — her first release since coming out. That song, “Come to My Window,” charted for 44 weeks and earned her a Grammy. It also increased LGBTQ+ visibility by giving voice to something universal: the profound connection between home and identity. The refrain echoed from dorm rooms and cars, from Pride fests and bars: “I’ll be home soon.”
For many in the LGBTQ+ community, the idea of coming home carries additional weight, especially given how many have experienced emotional and physical housing insecurity.  Home isn’t just where you hang your hat — it’s where you build the safety the world doesn’t always offer.
Still, there is a 20% homeownership gap among LGBTQ...

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