A Landlord's Guide to Rent Gouging and Ethical Pricing

Rent prices have soared in recent years — and while the market can certainly support increases, that doesn’t always mean you should raise your rent. Profitability and fairness go hand in hand, and it’s essential to maintain tenant trust while avoiding legal pitfalls. Whether managing a high-rise or renting out a beachside unit, knowing how to price fairly ensures success and positive tenant relationships.

What Is Rent Gouging?

Rent gouging occurs when a landlord raises rent prices to an excessive amount without justification. It can be illegal in Florida when it is in a declared state of emergency. While the state doesn’t have control over rent prices, price gouging laws can apply unless approved by an appropriate government agency. 

There are other risks to rent gouging. A tenant can take legal action if they suspect you’ve raised the rent in a retaliatory or discriminatory way. For instance, a renter may sue for rent gouging if you’ve retaliated against them for filing a complaint.

The Importance of Ethical Pricing

Ethical pricing means setting rent at an amount that matches the property's value and local market conditions. It’s a practice of fairness and transparency that builds stronger, more trusting relationships with tenants. 

Miami is already an expensive area to live in, so pricing rent ethically is key to reducing turnover and attracting renters. It also keeps disputes or legal issues at a minimum during times of crisis. When you charge at a sensible rate, you can manage your property more easily.

Strategies for Avoiding Rent Gouging and Maintaining Ethical Pricing

Keeping rent at a fair price requires only a few practical approaches so you can avoid rent gouging and maintain a professional reputation.

1. Justify Increases With Improvements

Property upgrades are a good reason to increase rent and maintain ethical pricing. If tenants can see and feel the value they’re getting, they’re more likely to understand a modest bump in rent. 

For example, installing a smart garage door opener gives renters a more efficient and secure place to call home. Updated appliances, energy-efficient windows and tech-forward features are also improvements that can justify the increase.

2. Research the Market

Before adjusting your rent, it’s important to know what similar properties in your area charge. Staying informed about current market rates helps you avoid over- and underpricing. In 2023, the average rent across the U.S. was $1,191 per month, but prices in cities like Miami tend to run higher depending on location, demand and amenities. 

Zillow and Local MLS listing tools are great for comparing your unit to others nearby. They can give you the intel you need to ensure your pricing stays competitive but fair.

3. Limit Increases to Fair Margins

In 2023, Florida had an average rent increase of 8.2% and was among the top three states with the highest hikes that year. While the market experienced such a large increase, this doesn't mean you should raise your rent by that much. Typically, yearly increases average around 1% to 3%, depending on certain factors like inflation or rising maintenance costs. 

Implementing sudden or steep hikes can lead to tenant dissatisfaction and higher turnover, so using the general rule of 2% to 3% keeps it within reason.

Using Fair Pricing to Build Long-Term Success

Setting rent within a reasonable range is key to setting yourself up for long-term success. It helps you establish trust and stability for you and your tenants. So, if you think the increase is far-reaching, ask yourself if the price reflects the value you’re offering, and let that guide your decision.

Evelyn Long is a writer that specializes in housing market trends. She is also the editor-in-chief of Renovated Magazine, where she writes essential resources for renters and homeowners. She has contributed to several other publications like the National Association of Realtors and Realty Executives.