The Ultimate Guide to C-C-P-A without the P-A-I-N

Melanie Katz

Making your multifamily business compliant with the new California privacy regulations is easier than you may think!

Over the last few weeks, online buzz has been rising about the latest four-letter word in marketing: CCPA. Short for the California Consumer Privacy act, or AB 375, this new act is driving client questions in the multifamily industry about how they will be affected and what kind of changes they will need to make to their existing websites and marketing programs. 

First off, it is important to know who CCPA actually applies to. Luckily, we have a short quiz for you to know if you are affected by the new regulations:

Over the last year, has your company done any of the following (select all that apply):

  • You do business in California?
  • You collected at least $25 Million between all of your properties combined?
  • You collected information from at least 50,000 leasing applicants?
  • You sold 50% or more of the information you have collected (prospect data, resident data, or website data) to another service (this includes vendors such as cable and utility providers)?

If none of these apply we have some good news: we believe you’re in the clear! 

However, although CCPA is directed towards companies located in, or that regularly do business with, consumers located in California, we don’t think it’s a bad idea for companies outside of the state to make some adjustments if any of the quiz options above apply to them.

If you’re curious about how GTMA is able to target your prospective clients without collecting their personal information, we will be covering that in an upcoming blog post, so stay tuned!

If any of these descriptions do apply, we may still have some good news for you: changes to become compliant are less difficult than you might think, so keep reading.

Let’s kick things off by defining what exactly CCPA is and what it aims to do.

The focus of CCPA is to provide California residents essentially the same privacy protections as Europeans now have under GDPR. The means to accomplish that goal are by regulating how consumers’ information is bought or collected and shared.

While most of the changes will be made on Google’s side of things, some site policy updates may be required on your end. Luckily, we are certified partnered with an incredible plug-and-play CCPA compliance vendor called iubenda, which allows companies like yours to make attorney-level compliance solutions without breaking a sweat. Plus, when you choose iubenda through your partnership with GTMA, you’ll get a bonus 10% off your first year- check it out!

It is important to remember that CCPA officially kicked in as of January 2020, so you’ll want to give priority to getting your company’s privacy policy squared away in light of this new regulation.

 

About GTMA:

We hope this blog has helped you feel more prepared for CCPA, and reduce some of the uncertainty that new regulations are bound to bring. Need a break after all of this talk about legislation? Check out our Instagram for things like our photo booth session featuring some adorable alpacas!

Melanie Katz

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