Transparency is becoming one of the most important themes in San Diego’s rental housing policy. From application fees to ongoing charges, local governments and San Diego County are increasingly focused on how fees are presented, disclosed, and justified.

Why Fee Transparency Is Under the Spotlight

Housing affordability remains a top concern throughout the region, and recent high-profile investigations and settlements involving large national operators have intensified scrutiny on pricing and fee practices across the industry. Regulators have increasingly focused on whether advertised rental prices accurately reflect the total mandatory cost of housing, rather than fees being disclosed only later in the application or leasing process.  Policymakers increasingly point to unclear or unexpected fees as a contributing factor, arguing that they can:

• Obscure the true cost of housing, hindering renters’ ability to compare prices and budget effectively

• Erode consumer trust and invite legal scrutiny, potentially resulting in costly enforcement actions

• Contribute to higher overall housing costs when pricing practices are opaque or coordinated

As a result, regulators are shifting attention from just how much can be charged to how clearly costs are communicated.  

What Regulators Are Looking At

Current discussions and trends suggest a focus on:

• Upfront disclosure of all required fees

• Clear differentiation between mandatory and optional charges

• Consistency between advertising, applications, and lease agreements

• Documentation that supports the legitimacy of fees

• Whether advertised rents reflect all mandatory charges, rather than separating required fees that materially change the total cost to the tenant

San Diego County’s involvement signals that these expectations may soon extend beyond individual cities, creating more uniform standards across the region.

What This Means for Rental Businesses

Fee transparency isn’t just a compliance issue — it’s a business practice that affects tenant relationships and brand reputation.

Property owners and managers should expect increased scrutiny of:

• Listings and marketing materials

• Application processes

• Lease addenda and renewals

• Customer communications

Those who rely on vague language or outdated templates may face challenges as enforcement increases.

Turning Transparency Into an Advantage

Rather than viewing transparency as a burden, many successful operators are using it to their advantage:

• Clear pricing builds trust and reduces disputes

• Standardized disclosures streamline operations

• Transparent practices align with evolving tenant expectations

In a competitive market like San Diego, clarity can be a differentiator.

Looking Forward

While the regulatory process is still unfolding, the direction is unmistakable. Fee transparency is no longer a “nice to have” — it’s becoming a baseline expectation.

Property owners and managers who adapt early will be better positioned to navigate upcoming changes and maintain strong tenant relationships in a more regulated environment.