How much can I rent my property for? Cognitive Biases in Pricing Your Rental
Pricing is the golden key to success for your rental property. It can either make or cost you thousands. Take a look at why your rental property pricing might be flawed!
Neglect of probability is a scientifically researched cognitive bias that clouds many property owners and managers when they set the target rent for a vacant home.
In Rolf Dobelli’s book, “The Art of Thinking Clearly”, he examines cognitive biases and errors in everyday thinking.
“We respond to the expected magnitude of an event, but not to its likelihood. In other words, we lack intuitive grasp of probability.”
Dobelli cites stocks as an example . We are more focused on the potential gains of a stock and comparing yield instead of the potential losses incurred on the investments.
So, how does this concept apply to the cost of owning a rental?
Costs of Ownership in Rental Homes
There are a few obvious costs of ownership that are unavoidable:
- Mortgage payments
- Property taxes
As Benjamin Franklin said, “nothing can be said to be certain, except death and taxes.”
When it comes to controllable costs, there are three different types. Based on leasing and managing over 2,000 properties, here is a ranking of the costs of owning a rental property from most to least likely to incur: .
- Vacancy costs: The largest and most likely cost for owners is vacancy. In other words, this occurs when the owner is not earning rental income. For example, if your property is $3,000/mo, you’ll lose $100 every day it’s vacant. Time is money.
- Maintenance costs: The next most probable cost you’ll have is maintenance work on your property. Depending on the property’s condition, an average turn of your rental can cost around $600-$1,200 for cleaning, painting, touching up.
- Eviction costs: The scariest yet least probable cost is eviction and related legal fees. Of course, your renter selection process must be strictly controlled. Yet with high standards, evictions are highly unlikely .
Risks of Listing Above Market
When renting your property, it’s often tempting to list above market to see what you can get. The risk with this approach is three-fold:
- You are neglecting the probability of actually renting above market and opening yourself up to more of the costs we outlined above. Remember, it is inherently less probable.
- If you start your listing to high above market, you will not get any activity on your listings and end up dropping the price closer to market. This may happen a few times.
- The longer your property stays on the market, the more the listing becomes “poison”. Renters will look at a stale listing with more skepticism. Even if you do get more showings after dropping your price, you won’t get a flood of showings because of the poison listing phenomenon.
So how do you set your rent?
How to Set Your Target Rent Amount
Your property is your investment. When making decisions such as setting a target rent on your listing, do so as a rational investor:
- Consider the probability of an outcome before considering its magnitude and how much you should worry or get excited about that outcome.
- Set a strict tenant screening policy and save yourself any of the stress or expected costs of an eviction because you know that, realistically, it’s unlikely.
- Don’t be tempted to set your property 15% above market to “see what you can get” when you list it. Remember, you’re betting on an improbable outcome–and you’re neglecting the very likely cost of additional vacancy.
- If you’re looking for a specific type of tenant to rent your property, consider the actual probability that those types of tenants are looking for properties like yours at that moment. Next, consider the very real probability that yours is the best option for them out of the bunch.
When you train your mind to be aware of your cognitive biases, you become a more aware investor.
You can make riskier bets knowing that you’ve gone through the exercise of understanding the most probable outcomes first.
You can also be more nimble with your strategy and adjust when probability shifts. For example, if your property is likely not the best in your neighborhood, it could be worth investing on fixing it up to increase the probability of earning a certain rent amount by a certain date.
As stated by Don Ganguly, CEO of Homeunion, top performing real estate investors are aware of the trends and economic influences in their investment area while keeping an eye on their pricing strategy.
Only amateur real estate investors build their real estate investment strategy solely around yield and maximizing rents. Yet, that is how we often compare investment properties or validate owning one.
For the sake of the overall real estate market, I urge all real estate professionals to do their part in setting fair prices and making rational decisions for sales and rental listings.
We recommend getting in touch with property managers. Property management company fee is a small price to pay when it comes to having a real estate professional giving you solid direction on how to strategize and maximize your cash flow without breaking a sweat.
Property owners and renters put their trust in us to make these recommendations. When we’re wrong, it can have a severe financial impact on the market and our customers. If we commit to making rational and ethical decisions, we establish a stronger reputation with customers.
Looking to rent out your home? Schedule a FREE rental pricing analysis and start investing today!