32BJ Members Push Bill to Crack Down on Rent-Setting Algorithms; Measure Moves One Step Closer to Becoming Law

Newark, NJ — SEIU 32BJ building service workers are celebrating new momentum in the fight against rising rents after legislation aimed at cracking down on algorithm-driven rent price-fixing advanced out of the Assembly Housing Committee this week.

The bill, A3497/S2624, would strengthen New Jersey’s antitrust protections by explicitly prohibiting landlords from using rent-setting algorithms to coordinate rental prices and restrict competition — a practice housing advocates say is contributing to skyrocketing rents across the state. The legislation is sponsored by Assemblywoman Yvonne Lopez, Assemblywoman Margie Donlon, and Assemblyman Chigozie Onyema, with a Senate companion sponsored by Senator Vin Gopal and Senator Joseph Cryan.

The legislation is advancing as housing affordability continues to dominate statewide conversation. In her recent budget address, Governor Mikie Sherrill highlighted the state’s housing crisis and made affordability a central priority, underscoring the pressure rising housing costs are placing on working families.

Earlier this week, 32BJ members and staff gathered at the New Jersey State House, meeting with Assemblymembers ahead of the committee vote to build support for the bill as it moves through the legislative process. The measure passed out of committee and must now clear three additional committees before it can be sent to the full Legislature for a vote.

“Working people across New Jersey are feeling the squeeze of rising rents, and no one should have to compete with an algorithm designed to maximize profits for landlords,” said Ana Maria Hill, Vice President and New Jersey State Director of 32BJ SEIU. “We’re encouraged to see affordability front and center in Governor Sherrill’s budget address and appreciate the commitment to tackling the housing crisis. Advancing this bill is an important step toward stopping coordinated rent hikes and bringing relief to renters across the state. We look forward to working with lawmakers to move A3497 through the remaining committees and across the finish line.”

The legislation targets the growing use of rent-setting algorithms — revenue-maximization tools sold by property technology companies that allow landlords and property managers to share proprietary market data such as rents, occupancy rates, and lease transactions. That information is then used to recommend rental prices across buildings; a practice critics say can artificially inflate rents and reduce competition.

For many building service workers, the consequences of rising rents are deeply personal.

“We are four people living in a two-bedroom apartment, and a three-bedroom apartment in our building would cost an extra $1,000 a month,” said Lonzell Battle, a Jersey City concierge and resident organizing with 32BJ who has previously testified before lawmakers in support of the legislation. “For too long luxury developers have been squeezing us in Jersey City and across the state. Passing this bill will be an important first step in showing these landlords that they are not above the law.”

Similar protections have already been enacted at the local level. Jersey City became the first municipality in New Jersey to ban the use of algorithmic rent-setting software in 2025, followed shortly after by Hoboken. 32BJ SEIU supported both measures, arguing that essential workers who clean, secure, and maintain residential buildings should be able to afford to live in the communities where they work.

SEIU 32BJ represents more than 190,000 property service workers across the East Coast, including 15,000 thousand in New Jersey who work as concierges, cleaners, maintenance workers, and security officers in residential and commercial buildings.

Union leaders say they will continue organizing and advocating alongside tenants and community leaders until the bill reaches the governor’s desk