It shall be unlawful, and constitute an offense for any person, firm or corporation to discriminate in sale or rental of housing as set forth in section 91.01 of this chapter, and any person found guilty of violating section 91.01 of this chapter shall be deemed guilty of an offense and subject to a fine of not more than one hundred dollars ($100.00). Each day upon which a violation continues shall be deemed a separate offense. (2001 Code § 91.99)