Investment Insight

Do you actually care about your tenants…or your wallet?

Before I jump into this topic, let me share my experience with you.

I was a Loan Originator & Residential Agent. A person who had to tell prospective buyers they were unable to buy a home due to lending requirements. Sometimes suggesting that someone continues to rent until they can afford a home.

I owned a 3rd property management company. I had direct contact with tenants when delivering the bad news about the ownership increasing their rent every year.

I am an owner of multifamily apartments in the market that I service. I, too, have had to make tough decisions about rental increases for my own tenants.

I am a commercial real estate agent. My goal is to not only speak to the current operations but help Sellers and Buyers achieve the returns they are seeking through improved operations. Usually, top-line revenue is more controllable, which references rental increases.

I have been in this business for a long time and have dealt with this topic at many stages of my career. From all sides.

Here is my stance on rental increases…It depends.

Multifamily has seen such an increase in overall rent increases year after year. In the peak of the market, 2019-2022, we saw double-digit rent increases with a peak of 11.5%. That suggests that you could increase your tenant’s rent substantially without doing anything to improve the property.

Tenants are absorbing the increase in rents but by how much?

According to the Bureau of Labor Statistics, the average hourly wage for all employees on private nonfarm payrolls increased to 11.4% from January 2016 to January 2021. It's important to note that wage growth varies depending on several factors, such as occupation, location, education, and experience.

IS INFLATION REAL? Yes, it really is…

Everyone is trying to improve their returns, but with average payrolls increasing, the overall cost of business has increased substantially as well. These expenses include…

  • Property Tax %
  • Insurance Premiums
  • Payroll Taxes
  • Material Costs
  • Labor Costs

Well, How much should I increase my rent?

It is important to understand your tenant demographic. As I mentioned before, different tenants in different income brackets saw various rent increases, and it's crucial to understand this important fact. In Virginia, the Federal Minimum wage was changed from $7.25% to $9 in 2020. In 2021, It was increased to $9.50. This month (January 2023), it was increased to $11 per hour and trending upward to $15 per hour in the next few years.

During the height of the double-digit rent increase, the tenant who was disproportionately affected the most by these rent increases saw the least amount of wage growth. For example, if my rent was $650 and it was increased to $724.75 (11.5% increase). That is an extra $897 worth of annual expenses I would need to account for. With an annual income of, before taxes, $19,760 ($9.50 per hour), that rent payment is 44% of my yearly income. That yearly income assumes I work 40 hours weekly for 52 weeks, with no days off. That does not include rising food costs, rising utilities, cell phones, cable, and other routine expenses. These prices leave no room for error as a tenant. One missed shift, or sick day, or simply life happening...means cutting corners on other essential expenses just to live.

So, what is fair?

I think that most owners do the right thing. It is important to note that increasing rental rates too fast or too high can be unethical and illegal. Therefore, property owners and managers must balance increasing rental rates to cover their expenses and maintaining affordability for tenants. This can involve finding ways to reduce operations costs, such as implementing energy-efficient measures or re-negotiating lower rates with vendors.

“I have a business to run” is a common phrase used in a capitalistic market, but also, people need a good place to live that they can actually afford if you want them to pay their rent consistently. Find the balance, and everyone can prosper.

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Investment Insight
Richmond, VA Multifamily Market Report: July 2026 Complete Analysis

# Executive Summary: Richmond Multifamily Market — Q2 2026The Richmond, Virginia multifamily market enters the second half of 2026 in a similar position to where it stood in March: absorbing an elevated but declining construction pipeline while demand continues to outperform history. Vacancy sits at **8.3%**, total inventory has grown to **109,117 units**, and **4,667 units** remain under construction. Rent growth has slowed to **0.9% annually** as the market digests recent deliveries — but the supply story is turning, and the data increasingly supports the same thesis: *this is a temporary overhang, not a structural demand problem.*---## Key Performance Indicators (Q2 2026)| KPI | Data Point (Q2 2026) || :--- | :--- || **Total Apartment Inventory** | 109,117 units || **Market Vacancy Rate** | 8.3% *(vs. 8.1% national average)* || **12-Month Net Absorption** | 2,684 units *(83% above 10-year annual average of 1,464)* || **Average Asking Rent** | $1,609 per month || **12-Month Rent Growth** | +0.9% *(vs. +0.7% nationally)* || **Under Construction Pipeline** | 4,667 units across 19 properties (4.3% of inventory) || **12-Month Delivered Units** | 2,379 units || **12-Month Sales Volume** | $835.3 million || **Market Cap Rate** | 6.3% – 6.4% |> **Data source:** CoStar Group, licensed to Marcus & Millichap, July 26, 2026.---## Economic Overview: Demographics and EmploymentRichmond's metropolitan statistical area totals roughly 1.39 million residents across the City of Richmond, Henrico, Chesterfield, Hanover, and surrounding counties. The market's median household income of **$86,559** now exceeds the national figure of $84,955, and unemployment sits at just **3.6%** versus 4.5% nationally — a gap that continues to support renter demand and rent-paying capacity.### Key Demographic Statistics (Q2 2026)| Demographic Category | Richmond Metro | U.S. National Average || :--- | :--- | :--- || **Total Population** | 1,388,472 | 342,433,219 || **Households** | 565,342 | 134,479,438 || **Median Household Income** | $86,559 | $84,955 || **Labor Force** | 723,317 | 170,451,438 || **Unemployment Rate** | 3.6% | 4.5% |*Source: Oxford Economics via CoStar.*### Employment Market DriversRichmond's total employment stands at approximately 726,000 workers across a genuinely diversified base. Finance plays an outsized role locally, anchored by Capital One and Truist, and Richmond remains one of the few U.S. markets hosting both a Federal Reserve Bank and a U.S. Court of Appeals — institutional anchors that provide employment stability through economic cycles.#### Employment by Major Sector (Q2 2026)| Industry Sector | Jobs (Thousands) | Location Quotient | 12-Month Growth || :--- | :--- | :--- | :--- || **Trade, Transportation & Utilities** | 132 | 1.0 | -0.82% || **Professional & Business Services** | 124 | 1.2 | +0.10% || **Education & Health Services** | 116 | 0.9 | +1.85% || **Government** | 112 | 1.1 | -1.25% || **Leisure & Hospitality** | 68 | 0.9 | -2.64% || **Financial Activities** | 59 | 1.4 | -0.37% || **Natural Resources, Mining & Construction** | 43 | 1.1 | -1.22% |*Source: Oxford Economics via CoStar.*#### Major Employer & Quality-of-Life Advantages:* **Jabil Expansion:** Announced a new manufacturing facility at Crosspointe Logistics Center in Prince George's County in 2026, expected to employ over 350 people.* **CoStar Group Growth:** Announced 1,000 new Downtown Richmond positions in 2025, following its 2021 announcement of 2,000 new jobs.* **Logistics Hub:** Located on Virginia's fall line at the intersection of I-85, I-95, I-295, and I-64, supported by Richmond Marine Terminal upgrades.* **Higher Education:** VCU and UVA provide a steady pipeline of young professionals into the local renter pool.* **Top Business Climate:** CNBC named Virginia the **#4 state for business** in its 2025 Top States for Business list.---## Apartment Vacancy Analysis: Current Levels, Trends, and ForecastRichmond's vacancy rate of **8.3%** sits above the market's 10-year historical average of 7.0% but is essentially in line with the current national average of 8.1%. Vacancy has been mostly stable over the past year, and the market has posted positive net absorption for **13 consecutive quarters**, with demand exceeding 600 units per quarter for nine straight quarters.### Vacancy by Property Class (Q2 2026)| Property Class | Vacancy Rate | Total Units | Avg Asking Rent || :--- | :--- | :--- | :--- || **4 & 5 Star** | 9.6% | 41,037 | $1,831 / mo || **3 Star** | 7.8% | 38,905 | $1,572 / mo || **1 & 2 Star** | 7.3% | 29,175 | $1,312 / mo || **Market Total** | **8.3%** | **109,117** | **$1,609 / mo** |> *As in March, elevated vacancy is concentrated almost entirely in newly-delivered 4 & 5 Star lease-up product, while stabilized 1 & 2 Star assets are running tighter than the market average. About **80% of Richmond's net absorption** over the past year has gone into 4 & 5 Star properties.*### Submarket Performance Overview* **Highest Vacancy Submarkets:** West End (15.4%), Downtown Richmond (10.0%), South Richmond (9.5%), Northside (9.1%), Petersburg/C Hghts/Ft Lee (8.4%).* **Lowest Vacancy Submarkets:** Dinwiddie County (0.6%), Sussex County (1.3%), Goochland County (3.3%), Hanover County (4.8%).#### Key Submarket Drivers:* **Western Henrico County:** Richmond's largest submarket (28,282 units / 25.9% of total). At 8.2% vacancy, it absorbed 628 units over the past year with 1,209 units under construction. Average rent: $1,677/mo.* **Downtown Richmond:** Accounts for 16,172 units (14.8% of inventory) and posted the highest absorption at 644 units despite carrying 10.0% vacancy. Leads construction with 1,858 units underway.* **Midlothian:** Affluent southern suburb holding 8,085 units with 8.0% vacancy and $1,853/month average asking rent — Richmond's second-highest-priced submarket.---## Rent Analysis: Pricing, Growth Trends, and National Comparison### Richmond Rents vs. National Averages| Metric | Richmond Average | National Average | Discount || :--- | :--- | :--- | :--- || **Average Asking Rent (All)** | $1,609 / mo | $1,800 / mo | -10.6% || **4 & 5 Star Asking Rent** | $1,831 / mo | $2,240 / mo | **-18.3%** |### Top Submarket Rents (Q2 2026)| Submarket | Asking Rent / Unit | 12-Month Rent Growth || :--- | :--- | :--- || **West End** | $1,984 / mo | +4.5% || **Midlothian** | $1,853 / mo | +1.3% || **Goochland County** | $1,816 / mo | -5.9% || **Hanover County** | $1,743 / mo | +0.8% || **Downtown Richmond** | $1,722 / mo | -0.1% |---## Construction Pipeline & Delivery ForecastRichmond currently has **19 properties totaling 4,667 units under construction**, representing 4.3% of existing inventory (above the 2.7% national average).### Top Development Projects Currently Under Construction| # | Property Name | Units | Stories | Est. Completion | Developer || :--- | :--- | :--- | :--- | :--- | :--- || **1** | Harp's Landing Apartments | 398 | 4 | Nov 2027 | Gumenick Properties || **2** | The Russell | 388 | 5 | Dec 2026 | Greystar Real Estate Partners || **3** | 3200 W Moore St | 366 | 6 | Sep 2027 | Hoffman & Associates || **4** | 3 Notch'd Flats | 325 | 4 | Sep 2026 | Edward Rose & Sons || **5** | Regent at Regency | 314 | 5 | Sep 2026 | Thalhimer Realty Partners || **6** | MAA Rove | 306 | 5 | Oct 2026 | Mid-America Apartment Communities || **7** | Altitude on Main | 302 | 16 | Aug 2026 | RPC Realty Capital || **8** | Midlothian West | 275 | 3 | Jul 2027 | BWS Enterprises || **9** | Alexan Manchester | 260 | 5 | Sep 2027 | Trammell Crow Residential || **10**| 200 E Marshall St | 254 | 12 | Jan 2027 | SNP Properties |### Delivery & Absorption Forecast| Year | Deliveries | Net Absorption | Construction Ratio | Year-End Vacancy || :--- | :--- | :--- | :--- | :--- || **2026 YTD** | 1,035 | 1,587 | 0.7x | 8.3% || **2026 (Full Year)** | 3,031 | 3,080 | 1.0x | 8.6% || **2027** | 2,034 | 2,455 | **0.8x** | **8.1%** || **2028** | 2,147 | 1,886 | 1.1x | 8.2% || **2029** | 1,752 | 1,571 | 1.1x | 8.2% || **2030** | 1,855 | 1,721 | 1.1x | 8.2% |---## Investment Activity & Sales AnalysisTrailing 12-month sales activity reached **$835.3 million** across 46 transactions — well above the market's 10-year annual average of $382.2 million.### Recent Significant Sales Transactions| Property | Units | Yr Built | Sale Date | Price | Price / Unit || :--- | :--- | :--- | :--- | :--- | :--- || **Marshall Springs at Gayton West** | 420 | 2014 | Dec 2025 | $119,750,000 | $285,119 || **2000 West Creek Apartments** | 373 | 2018 | Jun 2026 | $115,000,000 | $308,310 || **Innsbrook Square** | 305 | 2023 | Feb 2026 | $81,700,000 | $267,868 || **Colony at Centerpointe** | 255 | 2016 | Jun 2026 | $74,600,000 | $292,549 || **Triton Glen** | 250 | 2023 | Dec 2025 | $65,000,000 | $260,000 || **The Boulders Lakeview** | 212 | 2023 | Jan 2026 | $51,500,000 | $242,924 || **Innslake Place** | 221 | 2020 | Feb 2026 | $51,250,000 | $231,900 |### Cap Rate Projections by Asset Class| Property Class | 2026 YTD | 2026 (Full Year) | 2027 | 2028–2030 || :--- | :--- | :--- | :--- | :--- || **4 & 5 Star** | 6.2% | 6.2% | 6.1% | 6.0–6.1% || **3 Star** | 6.4% | 6.3% | 6.3% | 6.2% || **1 & 2 Star** | 6.6% | 6.5% | 6.5% | 6.4% || **Overall Market** | **6.4%** | **6.3%** | **6.2%** | **6.2%** |---## Investment Outlook & Conclusion### Strengths* High median household income ($86,559) and tight regional unemployment (3.6%).* Long-term rent growth convergence upside due to the deep discount (-10.6% overall, -18.3% Class A) versus national averages.* Strong demand trajectory with 13 consecutive quarters of positive net absorption.### Risk Mitigation Strategies1. **Submarket Selection:** Focus on Western Henrico County and Midlothian for durable structural demand.2. **Conservative Lease-Up Assumptions:** Underwrite current vacancy rates through mid-2027.3. **Class Targeting:** Target stabilized 1–3 Star assets facing minimal new luxury construction competition.---### Author & Report MetadataThis market analysis was prepared by **Justin Ferguson**, First Vice President of Investments at **Marcus & Millichap**, utilizing data from CoStar Group *(licensed July 26, 2026)* and Oxford Economics.* **Market Coverage:** City of Richmond, Henrico County, Chesterfield County, Hanover County, Goochland County, Midlothian, Downtown Richmond, Western Henrico, South Richmond, Petersburg, and surrounding Richmond MSA submarkets.* **Report Date:** July 26, 2026 | **Next Update:** October 2026‍

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