Some landlords and property managers have been criticized for raising rents in the aftermath of the Los Angeles County fires.

The Eaton and Palisades fires of January 7th, 2025 tore through Los Angeles County, displacing over 100,000 people. In the wake of this devastation, some property managers have increased rents by 10%, which, while legal, raises significant ethical concerns in the eyes of many.

Individuals and families were forced out of their homes without consent, and some people have to decide whether or not they have to move out of state. In response, California Attorney General Rob Bonta said in a statement, “You cannot jack up prices and take advantage of disaster victims, plain and simple.”

There is no regard for humanity when landlords try to profit off a disaster, yet some landlords have been accused of prioritizing profit over compassion in this crisis. However, some people are so desperate for a roof over their head, they will bend to the demands of the greedy. Instead of trying to make money off people during troubling times, there needs to be more empathy shown to the ones that are hurting. 

Additionally, a lot of people are asking “what’s next?,” as some have lost not only their homes, but their source of income. According to Reuters, a 48 year-old video producer, John Adolph, lost his Altadena home when the fires started. Now, his wife and young children are staying with friends for the time being. 

Adolph said, “We thank God we’re safe, but we don’t know what’s next.” he said. “We both are lucky, our jobs are still here. I know people who have lost their livelihoods and have to start totally over. We’re still employed.” 

Some people have to grapple with the repercussions of losing their home and job, all while finding a way to recover. Property managers and landlords should be finding ways to help the people that have been affected, but instead they rather profit off their misfortunes. 

However, these actions are not going unnoticed.  Landlords who are increasing rent by more than 10% could face a $100,000 fine or one year in jail. To these wayward landlords, LA County District Attorney, Nathan Hochman, warned, “Your name will get out there, your company’s name will get out there…you will be publicly shamed. I want to make that crystal clear. So stop it right now.”

Legislation could include rent control measures during emergencies or increased penalties for price gouging. Additionally, state-backed housing relief programs could play a role in alleviating tenant insecurities during such times. People that are price gouging need to be held responsible for their actions and know they cannot get away with this. Most have lost their livelihoods in the fires, and some only have the clothes on their back. That is why it’s necessary that authorities are implementing jail time and fines for people looking to make extra money off fire victims. 

During this time, people need to see collective responsibility and efforts to support those in need. Addressing these challenges requires not only enforcement of regulations, but also fostering a sense of shared compassion and responsibility among all those involved.

Acknowledgement: The opinions depicted in this piece are those of the respective author.