Raise Rents to Retain Tenants During Downturns – You are not Helping

Being a landlord is like being the captain of a ship sailing through ever-changing seas. You’ve got calm waters, surprise storms, and the occasional hurricane. But one thing’s for sure—you’re always navigating. And one of the most important tools in your arsenal is knowing when to raise rents and when to hold steady.

Let’s dive into why raising rents when the market is strong can actually set you up for success when things get bumpy. And yes, we’ll keep it fun along the way.

Why Bother Raising Rents?

Okay, let’s get real for a second—no one wants to raise rents just for the sake of it. You’re not out here trying to nickel-and-dime your tenants to the brink of despair. But at the same time, you’re running a business. And like any good business, you need to be prepared for the unexpected. That’s where rent increases come in.

When the real estate market is hot—like that perfect beach day when everything’s sunny and the waves are gentle—you want to take advantage of the good times. Why? Because when the storms hit (think: recessions, market crashes, or even just a dip in local demand), you need to have flexibility. That flexibility comes from having a buffer.

By increasing rents during the good times, you give yourself the ability to lower them later if needed, while still maintaining a solid cash flow. It’s like stashing away extra snacks for a road trip. If you don’t need them, great! But if you do, you’re covered.

The 5 Big Reasons to Raise Rents in Strong Markets

You’re probably wondering, “Okay, that sounds reasonable, but how exactly does raising rents now help me later?” I’m glad you asked! Let’s break it down:

1. Create a Cushion for Downturns
   When you raise rents during a strong market, you’re not just increasing your income in the moment. You’re also giving yourself room to adjust if the market takes a dip. If rental demand falls, or if a recession hits and people start tightening their wallets, you can afford to drop rents to keep tenants. The bonus? You still have a solid baseline because of those previous increases.

2. Inflation is Real, Folks
   Everything gets more expensive over time. Taxes, maintenance costs, property management fees—they all tend to go up. If you’re not raising rents periodically to keep up with inflation, you’ll end up losing money. But, by keeping pace with the economy during the good times, you’re setting yourself up to handle the rising costs that come with the bad.

3. Maintain Property Value
   A property’s value isn’t just based on its curb appeal. A big part of the value is its rental income potential. By gradually increasing rents, you’re ensuring that your property’s value keeps pace with the market. Plus, when the time comes to sell, those rent figures will look a lot better to prospective buyers.

4. Tenants Respect Value
   This might surprise you, but tenants often don’t mind small, incremental rent increases if they feel they’re getting value in return. Maybe you’re using that extra income to make improvements to the property (new appliances, better landscaping, faster Wi-Fi). They’ll notice. When you do eventually lower rents in tougher times, they’ll see you as a considerate landlord, and that’s good for tenant retention.

5. Keeping Up with the Competition
   When the market is strong, other landlords will be raising rents too. If you don’t follow suit, you might be leaving money on the table. Plus, renters often assume that higher rents mean better quality housing. Keeping your rent competitive (but not sky-high) positions your property as a desirable option.

How to Raise Rents Without Scaring Away Tenants

Now, I know what you’re thinking—“Won’t raising rents make my tenants mad?” Well, it depends on how you do it. Here are some tips to keep your tenants happy while also ensuring your business stays strong:

1. Be Transparent: No one likes surprises. If you’re going to raise rents, give your tenants plenty of notice and explain why. Maybe property taxes have gone up, or you’ve invested in upgrades to make the place nicer. Open communication is key to maintaining trust.

2. Small, Gradual Increases: It’s better to raise rents a little bit every year than to hit tenants with a massive hike out of nowhere. This makes the increases more manageable for them and less stressful for you.

3. Offer Perks: If you’re raising rent, sweeten the deal! Maybe you can throw in a free service, like faster internet, a parking space, or a discount on future rent if they sign a longer lease. Tenants are more likely to accept a rent increase if they feel like they’re getting something in return.

4. Stay Competitive: Do a little research to make sure your rents are in line with the market. If everyone else in the area is charging higher rents for comparable properties, your tenants will be more understanding of an increase. Don’t price yourself out of the market, but don’t be afraid to ask for what your property is worth.

When to Lower Rents (Yes, Sometimes You Should!)

Raising rents during strong markets sets you up for the flexibility to lower them when necessary. And guess what? Sometimes you absolutely should lower rents. Here’s when:

1. High Vacancy Rates: If you’ve got multiple units sitting empty, it’s time to consider dropping rents to attract new tenants. Empty units don’t pay the bills, and sometimes a little lower rent is better than no rent at all.

2. Market Dips: If the local economy is struggling, or if there’s a sudden influx of rental properties in your area (hello, new apartment building!), lowering rents can help keep you competitive.

3. Retain Good Tenants: Got a tenant who’s been with you for years and always pays on time? They’re golden. If they’re struggling to keep up with rent increases due to a job loss or other financial hardship, it might be worth lowering their rent to keep them in place. It’s cheaper than finding a new tenant!

4. Short-Term Market Changes: Sometimes, the market takes a quick dip but is expected to bounce back. In this case, a temporary rent reduction can help you ride out the storm without losing tenants.

The Long Game: Planning for the Future

Real estate is all about the long game. You’re not just thinking about today—you’re thinking about five, ten, or even twenty years down the road. Raising rents when the market is strong isn’t about being greedy; it’s about being smart. You’re setting yourself up for success in the future, ensuring that when the tough times hit (and they always do), you’ll have options.

Think of it this way: by increasing rents gradually during the good times, you’re creating a buffer. You’re giving yourself the ability to keep your tenants happy, keep your property occupied, and keep the cash flow steady—even when the market is less than ideal.

Final Thoughts

At the end of the day, raising rents is a delicate balancing act. You want to make sure you’re staying competitive and keeping your tenants happy, but you also need to ensure that your investment is working for you. The key is to raise rents strategically—not too much, not too fast, and always with an eye on the bigger picture.

So, next time the market is booming, don’t be afraid to increase rents a little. Your future self—and your tenants—will thank you when the downturn comes, and you’re able to offer competitive rates without sacrificing your bottom line.

Conclusion: A Win-Win Strategy

When you raise rents in strong markets, you’re setting the stage for long-term success. This strategy not only protects your investment but also gives you the flexibility to lower rents when needed, keeping your tenants happy and your property profitable. In the end, it’s about creating a win-win situation—and who doesn’t love that?

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Vanessa has over 23 years of business management experience and has been in the real estate industry since 2018. She and her team prioritize serving clients and finding the right financing options. Schedule a meeting with Vanessa: https://graystoneig.com/vanessa

My team and I have over 20 years of experience in real estate. We have strong relationships with wholesalers, probate lawyers, sellers, and others in Florida. I aim to align your investments with your vision and deliver exceptional results. Contact Vanessa to schedule a meeting: https://graystoneig.com/cody

Hello, I’m Marylyn Patankar, the Field Manager and New Client Ambassador at Graystone Property Management. I educate investors about our perks, onboard new landlord investors, and manage on-site operations. Schedule a meeting with me here: https://graystoneig.com/marylyn