Real estate agents are not allowed to say ‘master bedroom’ because of the allusions to sexism and slavery as the market tries to appeal to ‘open-minded’ younger buyers
- Police officers across London and the South use a ‘primary’ or ‘principal’ bedroom
- The move follows some brokers in the US who had done the same
- The US agents made the change after being called up by singer John Legend
The term ‘master bedroom’ is no longer used by dozens of brokers in England because of the allusions to sexism and slavery.
Agents in London and the South will delete the term to appeal to younger, socially conscious buyers.
They will instead be introduced to the ‘primary’ or ‘main’ bedroom, The Times reported.
The term ‘master bedroom’ has been banned by dozens of brokers due to the connotations of slavery and sexism, and will instead be introduced as the ‘primary’ or main ‘bedroom (stock image)
Peter Wetherell, executive chairman of Wetherell in Mayfair, said the term would change on all of his offers.
He told The Times, “These changes are caused by political correctness and dramatic transformations among demographic buyers in central London.
‘The typical buyers are now from the early twenties to the mid-forties and from all over the world.
“This young demography tends to be very open-minded and deeply insults any form of racism or sexism.”
The move echoes some brokers in the US who were called up by singer John Legend because they still used the term ‘master’. The Houston Association of Realtors announced last week that it wants to end the term.
The move follows some in the US who make the same change after singer John Legend, pictured above during a rehearsal, called them because they still used the term
Andrews’s David Westgate, a 50-office brokerage chain in Bristol, said the ongoing Black Lives Matter movement had made the company ‘more aware’ of their behavior and ‘wanted to ensure that people are treated with respect.’
Other broker directors claimed they could ensure that no client was offended by using ‘neutral and non-offensive’ marketing terms – for example, not using ‘his’ and ‘her’ bathrooms with a same-sex couple.
However, some, such as Edward Heaton, who founded Heaton and Partners purchasing agency, oppose the move.
He said, “It is ridiculous that we are expected to ignore our history and heritage to calm a noisy minority.” The National Brokers Association declined to comment.
Some brokers welcome the move, saying the Black Lives Matter movement has opened their minds to the issue, while others have called it “ridiculous”