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Good renters have value. A LOT of value.
This x 1,000,000. Here are some examples. We now have 17 tenants. (Only one that we are not crazy about, but she's on a month to month now, so eventually that will resolve itself via one of us giving notice.)
One is young, has an OK but not high paying job & we have never raised her. She's in a duplex & she keeps her place spotless. We *might* try to raise her $25-50 next year but we're OK if we don't. If she left, we'd go up $100/month but it would be empty for 2-3 months while we waited for another qualified tenant, so it really doesn't make sense for us if that would make her look elsewhere. $300-600/year more doesn't seem worth it.
We have a divorced Dad in one house (we know both he & his ex) - they have 3 boys & are supporting 2 households now. We let him in under market when they divorced because it was close to their Mom's house & have slowly raised him in the 4 years he's been there. He's still a little under, but the house could use some cosmetic interior work & he never complains. Also, the next door neighbor is a local beer distributor, has a man cave garage that might be a problem for a new tenant. He loves it, so he can stay however long he wants. (2 months for pay off!)
We've had the same tenant in one house since we bought it 5 years ago & we have recouped our full investment (purchase price & renovations) - she is probably $150-200 under market but, again, her house is probably cleaner than ours and she's a dream tenant.
When people leave we always go up to market rate or a little higher. Our 4-plex turns over the most often (one bedrooms that cater more toward younger, more transient kids) but it, too, is fully recouped, so we don't go crazy on raising over there, but usually do with each vacancy.
All this to say, if you get a good one do your best to keep them!