Seattle’s recently passed ordinance CB121000 has sparked new conversations around rent pricing software and its role in multifamily housing. With language like “prohibiting algorithmic rent fixing,” it’s easy to assume the legislation is an outright ban on technology but that couldn’t be further from the truth.
In reality, CB121000 sets clear, reasonable guardrails that promote healthy competition, protect consumers and reinforce ethical business practices. All things REBA Rent has long supported and already adheres to.
So, what exactly does the ordinance prohibit?
Understanding What CB121000 Actually Says
Despite its provocative language, Seattle’s ordinance does not ban the use of revenue management software or pricing algorithms. Instead, it targets a specific kind of data coordination that undermines competition. More specifically, the ordinance targets the sharing and processing of rental data between two or more independent landlords.
According to the ordinance, a service provider may not:
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Collect rental pricing or occupancy data from two or more landlords and
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Process or analyze that data to provide rental recommendations to multiple landlords
This is a clear move to prohibit the use of shared competitor data which can have both legal and ethical implications.
What This Means for Operators and REBA Rent
Operators should see this as a positive development. CB121000 does not restrict operators from using pricing technology nor does it prevent the use of internal portfolio data to improve pricing decisions.
The ordinance even clarifies that landlords include owners, agents, resident managers, and designated property managers. Under the ordinance, fee-managed portfolios can still leverage their own internal data as long as they’re not pooling with unrelated third parties.
This aligns directly with how REBA Rent functions:
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REBA Rent does not use any competitor or non-public third-party data
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It is fully compliant with CB121000 — now and going forward
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It offers configurable controls that allow operators to restrict or enable data pooling across properties within a single ownership or management portfolio
If an operator wants to be ultra-conservative, REBA Rent makes it easy to restrict calculations to single-property level statistics. At the same time, for operators who are legally permitted to pool internal data across properties, the system offers that flexibility, enabling richer, more accurate insights (e.g., for seasonality or renewal trends).
Legislation Like CB121000 Isn’t a Limitation
Regulations like Seattle’s aren’t a threat to pricing software. They are a reminder that rent optimization must respect boundaries that protect renters and ensure fair market conditions.
REBA Rent welcomes this distinction. We’ve built our platform around responsible, data-driven decisions and we’re proud to partner with operators who share those values.
If your revenue management tool can’t meet these new standards, it may be time to consider one that can.
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