Here's an example of a unit I own. It's a 3-BR condo in Virginia Beach that I rented out in 2010 for $1,450 which was close to the market rent. Today, there are still similar units in that area renting for between $1,400 - $1,500. I have left that rent at $1,450 for all 8 years, which I directly attribute to the same tenants living there the entire time. I will take 0% vacancy over an 8+ year period all day long. But, let's say I was going to raise rent every single year at 2%. If these tenants would have made it to current day, their rent would be $1,700, which there's no way they could afford. They probably would have moved out years prior. But lets say they got very comfortable and didn't want to move and thus paid me the higher rents. I would have made an additional $10k over 8 years. If they didn't stay, then it would only take 7 months of vacancy to erase that, and that's assuming I didn't have to revert to market rates to get new tenants back in, which also would be unlikely. It sucks that this particular market hasn't grown much, but I firmly believe I have made more revenue on this unit by not raising rents than I would have if I had jacked it up every year. I know the larger/commercial property managers play this game of overcharging based on a "comfort fee" and have the volume to back up this strategy. As a Mom and Pop investor, I can't afford to play that game.