January 7 Startled the SFR Conversation. Here’s What Comes Next.

By David Howard

The SFR Policy Landscape in 2026: What to Watch Post-January 7

In housing policy circles, January 7, 2026 will be a day long remembered. January 7 of course refers to the day President Trump announced - with a short two paragraph social media post - his intention to prohibit institutions from purchasing single-family homes. In the week that followed the attention has been, in a word, comprehensive. Though, it is certainly heartening to see many in the mainstream media - to include the Wall Street Journal, New York Times, Washington-Post and others - come to the defense of the industry. Add to these pro-industry viewpoints, what I believe is the key takeaway from the announcement: when you've been in the business of politics long enough, you come to know the difference between a body blow and a knockout punch. The Trump announcement is the former. While the optics of the President's announcement were difficult - to say the least - things are far from over.

That is not to say the President's announcement should be taken casually. Quite the opposite. This is a President who, time and again, has shown he can deliver on big pronouncements. This is also a President who lives by a "ready, fire, aim" approach to getting things done. The announcement to ban institutions from buying homes caught virtually everyone in Washington, DC off guard, and like other headline-grabbing statements, contained very few details about how such a ban would be implemented. And the announcements have kept coming. Just one day after proposing a ban on institutional home buying, the President surprised the housing world again by announcing his intention to buy $200 billion in mortgage bonds in an effort to lower the cost of financing home purchases.

All of which shows the President is taking a "Christmas tree" approach to housing policy - he has a lot of ornaments in the box, some of which will make it onto the tree, some of which won't. As far as the future of the proposed ban, everyone will be waiting to see how things come together over the next few weeks. Will there be a ban on purchases or a limitation on ownership? Will the President attempt to push a bill through Congress, as he claimed in his original announcement? If it's a bill, will it be stand-alone legislation or a part of something bigger? If it isn't a bill will it take the form of administrative action, either an executive order or a directive through the agencies?

Without more detail about these, and other, considerations it's hard to make a call on where the proposed ban goes from here. But, one thing is certain, moving forward with a ban - in any form - without collaborating with industry on ways institutional providers can help reach the shared goal of making housing more attainable and affordable would be a missed opportunity for the administration. Three areas in particular where institutional providers can make demonstrable contributions include adding supply, increasing the flow of capital into housing, and enhancing property management and customer care practices.

1.) In the case of supply, we simply aren't building enough homes, a fact the President himself has publicly acknowledged. Whether homes for sale, apartments, or homes for rent, the United States needs more housing. Given this reality, the single-family rental housing industry has responded by spearheading what has become perhaps the most exciting sector of America's housing economy: the building of dedicated rental communities, newly-built neighborhoods comprised exclusively of high-quality, amenity-rich single-family homes and townhomes. These communities are in high demand. If supply is the problem, any potential legislation should encourage and enable the kind of innovation that makes dedicated rental communities possible (it should be noted, numerous legislative efforts at both the state and federal levels intending the govern the industry have included an exemption for newly-built single-family rental homes and communities).

2.) As for liquidity, there is nothing more important to housing than the ready availability of capital. Whether government money, like that provided by Fannie Mae and Freddie Mac; bank money, like that used to provide mortgages for homebuyers; or private money, like that supplied by institutional capital providers, liquidity makes housing possible. Regulation that unduly handcuffs any of these sources of liquidity impedes the efficient flow of capital to those sectors of the housing economy where it is most needed. Rather than risk a disruption in the flow of capital, the administration should look to institutional providers as partners in their efforts to bring more liquidity into the housing market.

3.) On the property management front, institutional providers of single-family rental homes have brought much-needed innovation and efficiency to property management and customer care practices. These companies aren't merely passive investors, they are large-scale operators deeply committed to elevating the resident experience. Managing single-family rental homes is a complicated business and large providers are constantly adopting and incorporating new methods to make the at-home experience more seamless for residents. These efforts should be replicated and diffused throughout the industry to enhance the experience for all residents.

So what should companies do now? The most important thing is to prepare for what's next. Here are some things that should be at the top of the list:

• Block out the noise. What has happened, has happened. Be ready for more to come. Like most of the President's big pronouncements, this one is red meat for the media. As we've seen, coverage has been constant. So be clear about what you do and who you are and make sure you organize your talking points accordingly. And don't necessarily think you need to go underground with this. No one wants to be the one with all the arrows in their back, but don't forget, companies in this industry have a positive and compelling story to tell. If we're taking hits because we don't want to tell that story then shame on us.
• Get educated on the data. Simply put, institutions are not buying every home in every neighborhood across the country, as can be seen from a few of my favorite data points: 1.) Of all the housing in the United States, institutions own less than one half of one percent; 2.) In 2025, there were twice as many new homes built in the United States than the total number of homes owned by institutions; 3.) According to John Burns Real Estate Consulting, institutions are purchasing just 1% of all homes in the United States today.
• Focus on residents. At its core, I don't believe this proposed ban is simply anti-institution, it's also anti-renter. Shouldn't we all have the option to rent a single-family home if we determine it's in our own best interest (for whatever reason)? Why then would it make sense to make that option less available? Clearly the demand is there - again, just look at the data. Why should corporations not be a part of the solution to meet that demand?
• Prepare for downstream policy impacts. Whatever the ultimate outcome of the President's proposal, it is certain to have an impact at the state and local level. With his announcement on January 7, the President has issued a de facto endorsement for the banning of institutions from purchasing homes. This will embolden state and local governments to pursue their own policies designed to accomplish the same. And don't overlook the 2026 elections. Campaign season has already begun and will only intensify as the year progresses. In making his announcement about the ban the President was clearly playing to the polls. If he believes the issue of institutional ownership polls strongly, others are sure to make it a part of their campaigns as well, ensuring a steady stream of repeating sound bites through early November.
• Don't wait to find people who can help. The emergence of the institutional single-family rental housing business is a somewhat recent phenomenon. Though many companies are as sophisticated and proficient as any in corporate America, the industry as a whole is relatively young. Decisions on the policy and media fronts are being made with increasing speed. Don't miss an opportunity to have the right people on your side - strategic advisors, media and messaging professionals, legal counsel, and others who can help navigate these times.
• Support your industry trade associations. These organizations exist to represent your interests and fight on your behalf. In the single-family rental housing space, if you're a member of the National Rental Home Council (NRHC), find out how you can help. If you're not a member of NRHC, consider joining today.

Lastly, get ready for an eventful year.

David Howard is Principal and Founder of Real Estate & Housing Advisors (REHA), a public affairs and consulting firm based in Washington, DC working with housing companies - owners, investors, operators, developers - to understand and respond to issues involving policy and media scrutiny. From 2019 to 2025 David Howard served as CEO of the National Rental Home Council. He can be reached at dhoward@rehapublicaffairs.com.

All subject matter and opinions expressed in this article belong to the author and do not represent EverResi or any other organization or individual.