Which of the following terms should not be used in marketing messages?

Using the term "mature individuals" in marketing messages can be problematic because it has the potential to come across as ageist or patronizing. In real estate and other marketing sectors, it is crucial to communicate inclusively and sensitively, steering clear of language that can imply stereotypes or discrimination based on age. Proper marketing practices emphasize respect and inclusivity for all demographics.

The other terms, while they may have their own nuances, do not carry the same implications. "Handicap accessible" directly refers to compliance with regulations concerning accessibility, aiming to ensure equal opportunity for all. "Unemployed individuals" describes a demographic that could be part of a targeted outreach, particularly relevant during challenging economic times. "Competitive rates" is a common term that highlights pricing strategies and conveys a positive attribute of a product or service.

In marketing, the choice of terminology is vital for establishing a positive image and fostering trust with potential clients, which is why being cautious with language related to age is crucial.