Financial
Target hits the LGBT market, with much-improved aim
Some praise retailer for Pride month support; others want local commitment
Fifty years after Stonewall, LGBT people who listen to a song, stream a series, or read a book have more positive images to draw upon than ever before.
But where are our faces in the ads that sell us those things—or, for that matter, pretty much everything? Rarely seen is the same-sex couple sizing up choices at a car dealership, passing around a tube of toothpaste during their morning routine, or sharing a smooch as anniversary rings are exchanged.
“There’s just a very small group of companies that make an effort to educate themselves, and to progress… to show us as we are, or appeal directly to the LGBT consumer,” says Todd Evans, of Rivendell Media.
As Rivendell’s president and CEO, it’s Evans’ job to place advertisements for the National LGBT Media Association. (This publication is among its members.)
Absolut Vodka and Wells Fargo, Evans notes, are on the short list of high-profile corporations that market to the LGBT community with creative content that depicts lives being lived in something other than heterosexual accordance.
Include Target on that list, says Evans, who points to the general merchandise retailer as an example of a company committed to LGBT-specific marketing and products.
“This is a group that has wanted to educate themselves,” says Evans, recalling, “years ago, Target faced a boycott for [indirectly] donating to an anti-LGBT politician. They rose to the occasion by not only stopping that, but becoming LGBT-friendly.”
In July 2010, Target became a, well, target of backlash, after donating $150,000 to MN Forward, a group that proclaimed to function as a champion of Minnesota’s economy, but also funded campaign ads for Tom Emmer—the Republican candidate for governor who, The Minnesota Independent reported, “authored a constitutional amendment to prohibit same-sex marriage and civil unions” in 2007, while a member of the Minnesota House of Representatives.
As reported by Minnesota’s MPR News in an Aug. 20, 2010 article, Gregg Steinhafel, CEO of Target (whose headquarters is located in Minneapolis), apologized for the financial contribution—but only after, MPR noted, “Democrats, gay rights groups and others called for a boycott of the company.”
Steinhafel’s Aug. 5, 2010 letter to Target employees asserted the company’s commitment to “fostering an environment that supports and respects the rights and beliefs of all individuals,” and pledged to bring together “a group of companies and partner organizations for a dialogue focused on diversity and inclusion in the workplace, including GLBT issues.”
Making good on that diversity pledge, ironically, raised the hackles of the anti-LGBT American Family Association, which has been boycotting Target since April 2016 for, it alleges, endangering “women and children by allowing men to frequent women’s facilities”—a dog whistle reference to Target’s policy allowing transgender people to use changing rooms and bathrooms in accordance with their identity.
Whether the product of public embarrassment, genuine enlightenment or a little bit of both, Target, says Evans, “went from the verge of a boycott” during its MN Forward days “to really embracing their LGBT customers, and speaking directly to them.”
Target got its feet wet with 2012-2016 ads in Out magazine and The Advocate, then, in 2017, Evans said the retailer “expanded those national buys to a number of local markets, including Dallas, New York City, Miami, Boston, Orlando, Salt Lake City, and Denver. They also started carrying Pride merchandise every June, which shows they really educated themselves about the market, and the best way to reach it.”
One series of ads featured individuals of, Evans notes, “every shape and color. It really speaks to Pride itself, and being accepted. They even end it with the hashtag ‘takepride.’ I don’t think you can ask for anything better.”
Danielle Schumann, Corporate Public Relations Lead at Target, declined numerous requests for an interview, instead referring this reporter to links within the corporate.target.com destination.
Therein, Caroline Wagna, Target VP and Chief Culture, Diversity & Inclusion Officer, proclaims, “In order to continue to be a place where people want to come and spend their money, we have to be connected to who our potential customers are across the board, and in order to stay relevant as a business, we have to be sure our guests are seeing experiences, products, and services that reflect who they are.”
This year, corporate.target.com notes, Pride month was observed in the form of more than 90 Pride-themed items created by working “closely with Target’s Pride Business Council—an HQ-based team member resource group—to create an assortment that is inclusive.” Those items were made available in 350 of Target’s 1,868 U.S. stores.
A perfect score of 100 on the Human Rights Campaign’s 2019 Corporate Equality Index and “presenting partnership” status with GLAAD’s Spirit Day—described by the Gay & Lesbian Alliance Against Defamation as “the world’s largest and most visible LGBTQ anti-bullying-campaign”— are among demonstrations of solidarity touted by Target, which also made a $100,000 Pride month contribution to GLSEN (the Gay, Lesbian and Straight Education Network), and said that in 2019, Target team members would “be on tap to volunteer at more than 30 Pride events across the country, including this year’s World Pride in New York City.”
In a case of funding Peter by shortchanging Paul, Evans notes, “This year, Target didn’t advertise at all” with the print publications he represents—a stark departure from their Pride month advertising of the past. “But I did notice they were a World Pride Stonewall 50 Platinum sponsor. I think this year, a lot of people’s budgets went to that.”
Attempts to engage Target on the local level have been unsuccessful, says Mark Segal, publisher of the Philadelphia Gay News, a member of the National LGBT Media Association.
“We’ve reached out to them on numerous occasions, and the response has been zero,” says Segal. “They have a store very close to the gayborhood here. I also see them advertising in neighborhood and community newspapers in Philadelphia, so you could say they are, at the very least, ignoring our community.”
Community engagement, says Segal, pays dividends. “Various companies in the Philadelphia area that advertise with us and make their presence known feel the strength of the LGBT market coming into their doors,” he notes. “We hear this by their reps calling us and telling us that, or about a congratulatory letter written from an LGBT customer.”
Less impressive was the response to the outreach of PGN senior advertising media consultant Joe Bean, who has 23 years of experience in media sales and says he’s “used to going for big accounts.” Bean noticed the then-new local Target was placing recruitment ads in “all the other papers similar to ours in circulation,” including the local Spanish language publication.
“I kept calling and calling,” Bean recalls. “I got to the person who had jurisdiction over recruitment, who didn’t have to go through corporate in Minneapolis. But my efforts fell on deaf ears. They should be encompassing everyone, especially in a city like Philadelphia, which has a large LGBTQ footprint.”
For Evans, despite gains, “There is a lot of misinformation out there,” on the part of corporate buyers.
“The media habits of other niche markets differ drastically than that of the LGBT shopper, yet many corporations are using the same formula,” says Evans. “Digital is king in Hispanic media, and for the African-American market, it’s mobile. LGBTs, we use our phones for breaking news and for finding Mr. Right or Mr. Right now, but almost all digital and editorial news content comes from the print product. Face it. There is no Telemundo for the gays. There is no CNN for our people. They go local. It’s all about trust.”
Real Estate
Unconventional homes becoming more popular
HGTV show shines spotlight on alternatives to cookie cutter
While stuck in the house surrounded by snow and ice, I developed a new guilty pleasure: watching “Ugliest House in America” on HGTV. For several hours a day, I looked at other people’s unfortunate houses. Some were victims of multiple additions, some took on the worst décor of the ‘70s, and one was even built in the shape of a boat.
In today’s world, the idea of what a house should look like has shifted dramatically. Gone are the days of cookie-cutter suburban homes with white picket fences. Instead, a new wave of architects, designers, and homeowners are pushing the boundaries of traditional housing to create unconventional and innovative spaces that challenge our perceptions of what a home can be.
One of the most popular forms of alternative housing is the tiny house. These pint-sized dwellings are typically fewer than 500 square feet and often are set on trailers to allow for mobility. Vans and buses can also be reconfigured as tiny homes for the vagabonds among us.
These small wonders offer an affordable and sustainable living option for those wishing to downsize and minimize their environmental footprint. With clever storage solutions, multipurpose furniture, and innovative design features, tiny homes have become a creative and functional housing solution for many, although my dogs draw the line at climbing Jacob’s Ladder-type steps.
Another unusual type of housing gaining popularity is the shipping container home. Made from repurposed shipping containers, these homes offer a cost-effective and environmentally friendly way to create modern and sleek living spaces. With their industrial aesthetic and modular design, shipping container homes are a versatile option for those contemplating building a unique and often multi-level home.
For those looking to connect with nature, treehouses are a whimsical and eccentric housing option. Nestled high up in the trees, these homes offer a sense of seclusion and tranquility that is hard to find in traditional housing. With their distinctive architecture and stunning views, treehouses can be a magical retreat for those seeking a closer connection to the natural world.
For a truly off-the-grid living experience, consider an Earthship home. These self-sustaining homes use recycled construction materials and rely on renewable energy sources like solar power and rainwater harvesting. With their passive solar design and natural ventilation systems, Earthship homes are a model of environmentally friendly living.
For those with a taste for the bizarre, consider a converted silo home. These cylindrical structures provide an atypical canvas for architects and designers to create modern and minimalist living spaces. With curved walls and soaring ceilings, silo homes offer a one-of-a-kind living experience that is sure to leave an impression.
Barn homes have gained popularity in recent years. These dwellings take the rustic charm of a traditional barn and transform it into a modern and stylish living space. With their open, flexible floor plans, lofty ceilings, and exposed wooden beams, barn homes offer a blend of traditional and contemporary design elements that create a warm and inviting atmosphere, while being tailored to the needs and preferences of the homeowner.
In addition to their unique character, barn homes also offer a sense of history and charm that is hard to find in traditional housing. Many of them have a rich and storied past, with some dating back decades or even centuries.
If you relish life on the high seas (or at a marina on the bay), consider a floating home. These aquatic abodes differ from houseboats in that they remain on the dock rather than traverse the waterways. While most popular on the West Coast (remember “Sleepless in Seattle”?), you sometimes see them in Florida, with a few rentals available in Baltimore’s Inner Harbor and infrequent sales at our own D.C. Wharf. Along with the sense of community found in marinas, floating homes offer a peaceful retreat from the hustle and bustle of city life.
From tiny homes on wheels to treehouses in the sky or homes that float, these distinctive dwellings offer a fresh perspective on how we live and modify traditional thoughts on what a house should be. Sadly, most of these homes rely on appropriate zoning for building and placement, which can limit their use in urban or suburban areas.
Nonetheless, whether you’re looking for a sustainable and eco-friendly living option or a whimsical retreat, there is sure to be an unconventional housing option that speaks to your sense of adventure and creativity. So, why settle for a run-of-the-mill ranch or a typical townhouse when you can live in a unique and intriguing space that reflects your personality and lifestyle?
Valerie M. Blake is a licensed Associate Broker in D.C., Maryland, and Virginia with RLAH @properties. Call or text her at 202-246-8602, email her at [email protected] or follow her on Facebook at TheRealst8ofAffairs.
Real Estate
Convert rent check into an automatic investment, Marjorie!
Basic math shows benefits of owning vs. renting
Suppose people go out for dinner and everyone is talking about how they are investing their money. Some are having fun with a few new apps they downloaded – where one can round up purchases and then bundle that money into a weekly or monthly investment that grows over time, which is a smart thing to do. The more automatic one can make the investments, the less is required to “think about it” and the more it just happens. It becomes a habit and a habit becomes a reward over time.
Another habit one can get into is just making that rent check an investment. One must live somewhere, correct? And in many larger U.S. cities like New York, Chicago, D.C., Los Angeles, Miami, Charlotte, Atlanta, Dallas, Nashville, Austin, or even most mid-market cities, rents can creep up towards $2,000 a month (or more) with ease.
Well, do the math. At $2,000 per month over one year, that’s $24,000. If someone stays in that apartment (with no rent increases) for even three years, that amount triples to $72,000. According to Rentcafe.com, the average rent in the United States at the end of 2025 was around $1,700 a month. Even that amount of rent can total between $60,000 and $80,000 over 3-4 years.
What if that money was going into an investment each month? Now, yes, the argument is that most mortgage payments, in the early years, are more toward the interest than the principal. However, at least a portion of each payment is going toward the principal.
What about closing costs and then selling costs? If a home is owned for three years, and then one pays out of pocket to close on that home (usually around 2-3% of the sales price), does owning it for even three years make it worth it? It could be argued that owning that home for only three years is not enough time to recoup the costs of mostly paying the interest plus paying the closing costs.
Let’s look at some math:
A $300,000 condo – at 3% is $9,000 for closing costs.
One can also put as little as 3 or 3.5% down on a home – so that is also around $9,000.
If a buyer uses D.C. Opens Doors or a similar program – a down payment can be provided and paid back later when the property is sold so that takes care of some of the upfront costs. Knowledgeable lenders can often discuss other useful down payment assistance programs to help a buyer “find the money.”
Another useful tactic many agents use is to ask for a credit from the seller. If a property has sat on the market for weeks, the seller may be willing to give a closing cost credit. That amount can vary. New construction sellers may also offer these closing cost credits as well.
And that, Marjorie, just so you will know, and your children will someday know, is THE NIGHT THE RENT CHECK WENT INTO AN INVESTMENT ACCOUNT ON GEORGIA AVENUE!
Joseph Hudson is a referral agent with Metro Referrals. Reach him at 703-587-0597 or [email protected].
Real Estate
Top buyer-friendly markets for the LGBTQ community
Home should be a place where you can be fully yourself
Buying or selling a home is one of the most meaningful financial and emotional decisions a person can make. For LGBTQ+ individuals and families, that journey can also come with unique considerations — from finding truly inclusive neighborhoods to working with professionals who understand and respect who you are.
The good news? Across the United States, there are increasingly buyer-friendly housing markets where LGBTQ+ home buyers and sellers can find opportunity, affordability, and community. When paired with the right representation, these markets can offer not only strong financial value, but peace of mind.
For more than 30 years, GayRealEstate.com has been the leading source of LGBTQ+ real estate representation, helping LGBTQ+ buyers and sellers connect with vetted, LGBTQ+ friendly real estate agents who understand the nuances of fair housing, legal protections, and inclusive service.
Below, we explore top buyer-friendly markets for the LGBTQ+ community, along with practical tips to help you navigate the process with confidence.
What Makes a Market Buyer-Friendly?
A buyer-friendly market isn’t just about lower prices — especially for LGBTQ+ home buyers. It often includes:
- Increased housing inventory (more choices, less pressure)
- Slower price growth or stabilized pricing
- Greater negotiating power for buyers
- Established or emerging LGBTQ+ communities
- Local protections and inclusive policies
- Access to LGBTQ+ friendly real estate agents and resources
Markets that combine affordability with inclusivity can be especially attractive for first-time gay home buyers, same-sex couples, and LGBTQ+ families planning for long-term stability.
Top Buyer-Friendly Markets for LGBTQ Home Buyers
1. Austin & San Antonio, Texas
Once known for extreme competition, many Texas metros have shifted into more buyer-friendly territory due to increased inventory.
Why it works for LGBTQ+ buyers:
- Strong LGBTQ+ communities, especially in Austin
- More negotiating leverage than in prior years
- Diverse neighborhoods at varying price points
Tip: Texas does not have statewide LGBTQ+ housing protections, making it especially important to work with an experienced LGBTQ+ friendly realtor through GayRealEstate.com.
2. Columbus & Cincinnati, Ohio
Ohio cities continue to attract buyers looking for value without sacrificing culture or inclusivity.
Why it works:
- Lower median home prices
- Growing LGBTQ+ populations
- Strong healthcare, education, and job markets
These cities are particularly appealing for LGBTQ+ buyers relocating from higher-cost coastal markets.
3. Richmond, Virginia
Richmond has become a standout for LGBTQ+ home ownership thanks to affordability, history, and progressive growth.
Highlights:
- Inclusive local culture
- Buyer-friendly price trends
- Walkable neighborhoods popular with LGBTQ+ professionals
4. Minneapolis–St. Paul, Minnesota
The Twin Cities consistently rank high for LGBTQ+ quality of life and legal protections.
Why LGBTQ+ buyers love it:
- Strong anti-discrimination laws
- Stable home values
- Excellent resources for LGBTQ+ families
Minnesota offers one of the safest environments for LGBTQ+ home buyers and sellers navigating the real estate process.
5. Jacksonville & Tampa Bay, Florida
Florida remains complex for LGBTQ+ buyers, but some metros still offer strong buyer opportunity.
What to know:
- Increased inventory = more negotiating power
- Coastal lifestyle at lower cost than South Florida
- Local LGBTQ+ communities continue to grow
Because statewide protections vary, partnering with a GayRealEstate.com LGBTQ+ friendly real estate agent is essential.
Finding LGBTQ-Friendly Neighborhoods
Not every “affordable” neighborhood is inclusive — and safety, comfort, and belonging matter.
When searching for LGBTQ+ friendly neighborhoods:
- Look for visible LGBTQ+ organizations, events, and businesses
- Research local non-discrimination ordinances
- Ask your agent about lived experiences, not just statistics
- Talk to neighbors and local LGBTQ+ groups
Agents in the Gay Real Estate Network often provide insight that listing data alone cannot.
The Importance of LGBTQ Real Estate Representation
While fair housing laws exist, LGBTQ+ housing discrimination still happens — sometimes subtly, sometimes overtly.
Working with an LGBTQ+ friendly real estate agent helps ensure:
- Respectful communication
- Advocacy during negotiations
- Awareness of legal protections
- A safer, more affirming experience
GayRealEstate.com has spent over three decades building the most trusted network of gay realtors, lesbian real estate agents, and LGBTQ+ friendly real estate professionals nationwide.
Legal Protections Every LGBTQ Buyer and Seller Should Know
Federal protections now include sexual orientation and gender identity under the Fair Housing Act, but enforcement and local laws vary.
Before buying or selling:
- Understand your state and local protections
- Know how to document discriminatory behavior
- Work with professionals who take advocacy seriously
- Use trusted LGBTQ+ real estate resources
GayRealEstate.com agents are experienced in helping clients navigate these realities with confidence.
Tips for LGBTQ Home Buyers & Sellers
- Get pre-approved early to strengthen your buying position
- Interview agents and ask direct questions about LGBTQ+ experience
- Don’t ignore your instincts — comfort matters
- Plan long-term: community, schools, healthcare, and protections
- Use LGBTQ+-specific resources rather than generic searches
Buyer-friendly markets create opportunity — but representation creates security.
Whether you’re a first-time gay home buyer, a same-sex couple relocating, or an LGBTQ+ seller preparing for your next chapter, choosing the right market and the right representation makes all the difference.
For over 30 years, GayRealEstate.com has been the trusted leader in LGBTQ+ real estate, connecting buyers and sellers with professionals who understand the importance of inclusion, advocacy, and respect.
Your home should be more than a place to live — it should be a place where you can be fully yourself.
Scott Helms is president and owner of Gayrealestate.com.
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