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Ravi Bhalla calls for ban on rent-setting algorithms in New Jersey
If passed, Bhalla’s ordinance would prohibit the use of software or data-sharing platforms that allow landlords to coordinate rental pricing, lease terms, or occupancy levels.
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Pranavi Sharma - Tue, 03, Jun 2025
- 22:42 EDT
- 43
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Hoboken Mayor Ravi Bhalla. / Getty
Indian-origin Hoboken Mayor Ravi Bhalla and Jersey City activist Katie Brennan, both candidates for the New Jersey Assembly in the 32nd Legislative District, are calling for a statewide ban on rent-setting algorithms used by corporate landlords to determine rental prices.
The announcement follows Bhalla’s plan to introduce an ordinance at Hoboken’s City Council meeting on June 4, that would outlaw the use of algorithmic rent-setting software in the city.
“Yes the rent is too damn high, but there's a reason,” Bhalla wrote on X. “Corporate landlords are coordinating their use of rent-pricing algorithms to leave units vacant and artificially inflate what they call ‘market rates.’”
Yes the rent is too damn high, but there's a reason. Corporate landlords are coordinating their use of rent-pricing algorithms to leave units vacant and artificially inflate what they call "market rates."
— Ravinder S. Bhalla (@RaviBhalla) June 3, 2025
My Assembly running mate Katie Brennan and I will fight to ban this… pic.twitter.com/DPS86NShIl
“My Assembly running mate Katie Brennan and I will fight to ban this practice if elected,” Bhalla continued. “Election Day is this Tuesday, June 10th. Make a plan to vote and please vote for Ravi Bhalla 6b and Katie Brennan 5b.”
Bhalla and Brennan are running together on an independent slate in the Democratic primary.
The ordinance comes in response to a recent lawsuit filed by New Jersey Attorney General Matthew Platkin against RealPage, Inc. and 10 major landlords in the state, including AvalonBay Communities and The Bozzuto Group. Both companies operate large residential buildings in Hoboken.
According to the lawsuit, RealPage’s software helped landlords coordinate rental rates and occupancy decisions, leading to inflated rents and reduced competition in the housing market. The Attorney General alleges this amounts to a price-fixing conspiracy.
Hoboken tenants in buildings managed by these landlords have reported rent hikes of 20 to 30 percent since 2023.
“We are not going to stand by while algorithms manipulate rental prices and dictate whether Hoboken’s families can afford to live in our city,” Bhalla said in a statement. “My administration is taking action to ensure our housing market is fair, transparent, and accessible. This ordinance is a clear sign that we will not tolerate exploitative rent-setting practices in our community.”
If passed, the ordinance would prohibit the use of software or data-sharing platforms that allow landlords to coordinate rental pricing, lease terms, or occupancy levels. Violators could face up to 90 days in jail, $2,000 in fines, or community service.
“These algorithms allow corporate landlords to... collude to jack up rents and then pretend it's just the market at work,” Bhalla said. “As mayor, I've taken on corporate landlords before, and now we're working to pass the strongest ban on rent-setting algorithms in the country. But this is much bigger than Hoboken. In the Assembly, I'll fight to ban rent-setting software statewide.”
The ordinance will be introduced during the regular City Council meeting on June 4 at 7 p.m. at Hoboken City Hall.
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