So Long, Rent Robots: Why Real Estate Professionals Should Pay Attention to the RealPage Ban

Written By Starboard Marketing .

King County just banned rent-setting software like RealPage in unincorporated areas. Seattle already had a similar ban. If you're managing or investing in rentals around here, you should absolutely be paying attention.

Here's the gist: tools that help landlords "optimize" rent using private competitor data? Those are now off-limits. Think of it like group texting your rivals to all raise prices at once—except a robot does it for you. That doesn't fly anymore.

Why It Matters

These tools have been blamed for rents rising in lockstep across cities. With these bans, local governments are saying: "That's not fair game."

This is more than a legal update. It's a shift in how rent pricing works. Get ready for:

  • More variety in pricing even for similar units

  • Faster rent drops in areas with lots of vacancies

  • More hands-on work to set and adjust rents

  • Legal risk if you're still using restricted tools or data

If your leasing team is used to letting the software do the thinking, it's time to get more involved.


What’s Banned and What’s Not

Let’s keep it simple:

  • Definitely banned: Software that uses private info from other landlords to help you set your prices
    Risky: Tools that mix your data with other landlords' numbers, even if it's labeled as "market intel"

  • Safer: Using your own numbers and public listings (like Zillow or Apartments.com) to guide decisions

The key question: Are you getting help from behind-the-scenes competitor info? If so, you’re likely out of bounds

What You Can Do Now

To stay on the right side of the rules and still stay profitable, here's what smart operators are doing:

  • Write down your rent strategy: Where you get your info, who approves changes, when discounts are allowed

  • Track every rent change: Add simple notes like "lots of vacancies," "seasonal dip," or "unit sat too long"

  • Train your staff: No sharing current pricing plans or special deals with friends at other companies

  • Stick to public info: Use what anyone can see online when checking out the competition

Also worth noting: these banned systems sometimes recommended lower rents when demand dropped. Without that automation, you may need to be quicker to lower prices manually when things slow down.

Will This Spread?

Yep. Other counties and states are already looking into similar bans. If you work in a place that leans toward tenant protections or tech regulation, don’t be surprised if this hits your inbox soon.

Turning This Into an Advantage

You don’t need fancy software to price smart. In fact, with the right people and a solid plan, you can often make better choices without relying on a black-box algorithm. This is a chance to stand out by being quicker, more thoughtful, and more responsive to your specific market.


If you need help creating a fair and effective pricing plan that keeps you legal and competitive, we’ve got your back.

Starboard Marketing .