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How to Set a Fair Price for Your Rental Property

In this guide, we’ll discuss:

Determining a fair rental price for a property involves considering various factors to ensure it accurately reflects the market value while also meeting the landlord’s financial goals. Here’s how a property manager can go about it:


1. Know the “Fair Market Rent” for your property:

Determined by a property’s size, location, and type (such as duplex, townhouse, stand-alone, etc.), the US Department of Housing and Urban Development (HUD) establishes a “fair market rent” annually. This information is published in datasets and may require the assistance of a dictionary to understand, but all that data can be accessed here.

2. Conduct Market Research:

Analyze rental listings for similar properties in the area. Look at properties with similar size, location, amenities, and condition to gauge the going rental rates. Online platforms like Zillow, Craigslist, or local real estate websites can be helpful for this research. You can also use rental value calculation tools to find helpful estimates, such as this free tool from

3. Consider Location:

Location is a significant determinant of rental prices. Properties in desirable neighborhoods, close to amenities such as schools, public transportation, shopping centers, and entertainment options, generally command higher rents. Most listing platforms display ratings for public school systems and qualities such as walkability and noise level.

4. Evaluate Property Characteristics:

Assess the unique features and characteristics of the rental property compared to others in the area. Factors such as square footage, number of bedrooms and bathrooms, layout, condition, and amenities (like a pool, gym, or parking) can influence the rental price.

5. Account for Market Trends:

Stay informed about market trends and fluctuations in rental prices in the area. Factors such as supply and demand, economic conditions, and seasonal variations can impact rental rates.

6. Factor in Operating Expenses:

Consider the property’s operating expenses, including property taxes, insurance, maintenance costs, utilities (if included), and any other expenses associated with property management. Ensure that the rental income covers these expenses while also providing a reasonable return on investment for the landlord.

7. Assess Tenant Demand:

Evaluate the demand for rental properties in the area. A high demand for rentals can justify higher rental prices, while a surplus of available units may require pricing competitively to attract tenants. Once you’ve activated your listings, reassess the price you’ve set using tenant interest. If general interest and tour requests feel overwhelming, you may be justified in increasing your rental price. Signs you may need to scale down the price include length of time between tour requests and on the market in general.

8. Consult with Professionals:

Seek advice from real estate agents, property management companies, or rental market experts familiar with the local market. They can provide valuable insights and help determine an appropriate rental price.

9. Adjust for Unique Circumstances:

Consider any unique circumstances or factors that may affect the property’s value, such as recent renovations, special amenities, or specific target tenant demographics. You can also determine an additional monthly rent or security deposit pertaining to different kinds of pets allowed to reside on your property.


By carefully considering these factors and conducting thorough research, property managers can determine a fair rental price that balances market conditions, property features, and financial considerations to maximize rental income while attracting quality tenants. Regularly reassessing the rental price and making adjustments as needed can help ensure the property remains competitive in the market. Ultimately, striking the right balance between market demand, property features, and financial considerations is key to attracting quality tenants and achieving long-term success as a landlord or property manager.