Fair Market Rents are going up—and that’s your cue to lean in. 

Every year, PHAs brace for policy shifts, budget uncertainty, and rising costs.  But FMR increases? They give us something else: leverage. It’s a chance to reframe the HCV program for landlords who may have seen it as a burden, not a benefit. 

Because when rents go up, most programs struggle to keep up. 

But the HCV program? 

It adjusts. It adapts. It holds steady. 

This blog will walk you through what changes, why it matters, and how to turn an FMR update into a strategic win for your agency and your community. 

When FMRs Go Up, So Should Your Strategy 

Fair Market Rent (FMR) increases aren’t just numbers on a spreadsheet—they’re a signal. A signal that it’s time for your PHA to get proactive with landlords, revisit your outreach strategy, and remind your community that the Housing Choice Voucher (HCV) program isn’t static—it’s built to grow. 

HUD’s 2025 FMRs are up across much of the country. And while rising rents can cause concern, they also open new doors, literally, for voucher holders and property owners alike. 

This is your opportunity to reset the conversation with landlords. 

2025 Fair Market Rents: What’s Changing 

HUD’s newly released FMRs for FY25 reflect the ongoing shift in rental markets nationwide. In many metro areas, rents have increased significantly, prompting HUD to raise FMRs to ensure vouchers remain competitive. 

Let’s look at a real example: 

Orlando-Kissimmee-Sanford, FL MSA 

• 2024 FMR for 2-bedroom unit: $1,579 
• 2025 FMR for 2-bedroom unit: $1,703 
  
  → That’s a $124/month increase—or nearly $1,500 more per year in potential rental income. 
  

These updates are calculated to reflect the 40th percentile of rents in each area—meaning they’re designed to keep voucher families in the game, not priced out. 

The HCV Program: Built for Stability and Growth 

This is one of the most important parts of the message: The HCV program doesn’t stay stagnant. It adapts. 

When market rents increase, voucher amounts can adjust with them—offering landlords a level of payment consistency that many private tenants can’t provide. 

Here’s how you frame it: 

• Stability – Landlords get dependable, on-time payments directly from the PHA 
• Growth – FMR increases open up new zip codes and more competitive rent ranges 
• Confidence – The program reflects real-time market shifts—not outdated cap 

This is the moment to position HCV as a smart, secure, and flexible option for property owners—especially those who may have walked away when past FMRs felt too low. 

5 Moves Your PHA Should Make Now 

1. Communicate early and clearly. 
   Don’t wait for landlords to hear about FMR changes secondhand. Create a one-pager or email that breaks it down in simple terms: what changed, why it matters, and what it means for their bottom line. 
   
   
2. Reconnect with landlords who said no last year. 
   If owners passed on participation because the rent cap felt too low, now’s the time to revisit those conversations. 
   
   
3. Update your outreach materials. 
   Make sure your website, landlord packets, and briefing documents reflect the 2025 numbers. Even a small increase can be a big incentive. 
   
   
4. Host a landlord info session or webinar. 
   Create space for landlords to ask questions and understand how the new FMRs can benefit them. 
   
   
5. Emphasize the full value of HCV participation. 
   It’s not just about rent. It’s about stability, tenant support, and being part of a solution that works for the whole community.
   

Don’t Miss the Moment

We know the national conversation is focused on budget cuts and uncertainty. But this is your chance to lead with good news—and use it to build stronger, more strategic partnerships. Fair Market Rents went up.

So should trust, retention, and growth. 

About AMA Consulting Group 

At AMA Consulting Group, we help Public Housing Authorities and affordable housing professionals advance people and performance. Our team brings deep expertise in program management, compliance, and operational strategy—bridging the gap between HUD guidance and on-the-ground realities. 

We don’t just help you meet the standard. We help you lead. 

Whether you’re navigating policy shifts, streamlining operations, or preparing for what’s next, AMA is your partner in building systems that work—and teams that thrive. Learn more at amaconsultinggroup.com.