Southern California Rental Housing Association

What Southern California Rental Housing Association does

Southern California Rental Housing Association (SCRHA), formerly the San Diego County Apartment Association, is a member-owned nonprofit trade association founded in 1919-1920 and headquartered in San Diego. It serves more than 2,400 members across San Diego, Riverside, and Imperial counties, comprising rental property owners, property management professionals, and service providers (suppliers) to the rental housing industry. The association operates as an affiliate of the National Apartment Association (NAA), which extends federal-level advocacy and national resources to its members. It employs an estimated 11-50 staff and is led by Executive Director Alan Pentico, CAE.

SCRHA's product portfolio is a bundle of membership services rather than a software platform. Core offerings include: annual membership (tiered by company type and size); an attorney-reviewed rental forms library spanning the full tenancy lifecycle (Series 100-700) with jurisdiction-specific versions for San Diego, Chula Vista, and Imperial Beach; legislative advocacy services (local, state, and federal); training and certification programs (including CAPS and fair housing); and events, anchored by an annual Rental Housing Conference & EXPO drawing 900+ attendees and 90+ exhibitors. Member-facing technology runs on Novi AMS, a third-party association management platform powering the MemberCompass portal, event registration, invoicing/payments, and forms distribution, plus an Action Alert grassroots advocacy system. SCRHA also produces market intelligence, including an annual Vacancy and Rental Rate Survey (2025 edition covering ~4,900 units) and the monthly Rental Advisor Magazine.

Revenue is generated through four principal streams: recurring annual membership dues; sale of rental forms (free to members, paid for non-members, including digital PDFs, printed versions, and NAA Click & Lease); event and conference registration fees with member and early-bird pricing tiers; and training/certification fees. Go-to-market is direct-to-member via website enrollment (subject to Board of Directors approval) and event-driven acquisition through the EXPO, regional luncheons, and the NextGen program. Pricing is not publicly disclosed and varies by member type and size.

Name

Southern California Rental Housing Association

Legal name

Southern California Rental Housing Association

Website

https://socalrha.org

Company type

Private

Founded year

1920

Operating status

Operating

Headcount range

11–50 employees

Short description

A San Diego-based nonprofit rental housing trade association serving 2,400+ property owners, managers, and suppliers across three Southern California counties with legislative advocacy, attorney-reviewed rental forms, training, market analytics, and industry events.

Ownership category

akta.pro rank

Product category

Trade Association Services

NAICS

Rental and Leasing Services (532)

SIC

Services-Membership Organizations (8600), Services-To Dwellings & Other Buildings (7340)

akta.pro primary industry

HOA / Condominium Association Management (BPAJAFAH)

Keywords

• Rental housing association
• Landlord advocacy services
• Property management training
• Rental forms library
• Apartment industry association

Headquarters

HQ city

San Diego

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Others

Revenue model

1. Membership Dues: Annual membership fees providing access to operational resources, advocacy, market analytics, training, and member-only benefits including forms and discounts
2. Rental Forms Sales: Sale of legally-compliant rental forms (Series 100-700) covering screening, tenancy establishment, duration, termination, and finalization. Members receive free access while non-members purchase forms. Options include digital PDF downloads, NAA Click & Lease integration, and printed versions
3. Event Revenue: Registration fees for education classes, seminars, regional luncheons, the annual EXPO conference, CAPS certification programs, and other networking events. Early-bird discounts and member pricing available
4. Training and Certification: Revenue from Certified Apartment Portfolio Supervisor (CAPS) programs, fair housing training, and other professional development courses

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

Southern California Rental Housing Association (SCRHA) is a regional trade association serving rental housing professionals in San Diego, Riverside, and Imperial counties. It delivers annual membership services that bundle legislative advocacy, a library of attorney-reviewed rental forms, market analytics (Vacancy and Rental Rate Survey), professional development/certification (CAPS), networking events including the annual EXPO, and a supplier directory. It also sells rental forms and event registrations to non-members and offers paid sponsorship/exhibitor opportunities.

Product overview

Southern California Rental Housing Association (SCRHA) is a trade association serving the rental housing industry, offering membership-based services rather than a unified software product. The core portfolio centers on SCRHA Membership, which bundles access to advocacy, training, and member resources. The primary products include an extensive Rental Forms Library with 100+ attorney-reviewed documents across multiple series covering the full tenancy lifecycle, plus jurisdiction-specific versions for San Diego, Chula Vista, and Imperial Beach. Adjacent offerings include SoCalRHEI training programs, the annual EXPO conference, a Supplier Directory, and the Rental Advisor Magazine publication. NAA Click & Lease is offered as a PMS-integrated digital forms alternative. The association does not operate a SaaS platform; its products are membership services, physical/digital forms, events, and advocacy.

Differentiator

Problem solved

Functional benefit

Products and services

• SCRHA Membership Annual trade association membership providing rental housing professionals with operational advice, legislative lobbying, market analytics, the rental forms library, training discounts, event access, and supplier directory listings.
• SCRHA Rental Forms Library Comprehensive library of legally-compliant rental forms (PDF, printed, and NAA Click & Lease digital versions) sold to non-members and provided free to SCRHA members, covering the full tenancy lifecycle for California landlords.
• SCRHA Advocacy Services Legislative and regulatory advocacy services at local, state, and national levels, including Sacramento lobbying, Action Alert mobilization, and representation on rental housing policy matters.
• SCRHA Training & Education Programs Education and certification programs for rental housing professionals, including the CAPS credential, fair housing training, and topical seminars, offered in-person and online.
• SCRHA Events Program Networking and educational events for the rental housing industry, including the annual EXPO conference, regional luncheons, and the Mark of Excellence awards ceremony.
• SCRHA Supplier Directory Searchable online directory connecting rental property owners and managers with vetted supplier members offering maintenance, cleaning, legal, insurance, and other services.
• Rental Advisor Magazine Monthly industry publication covering legislative updates, community news, SCRHA announcements, op-eds, and rental housing market analysis distributed to members and the broader industry.
• Annual Vacancy and Rental Rate Survey Annual market intelligence product reporting vacancy rates, rent levels, and year-over-year changes across San Diego County submarkets, provided to members as part of their market analytics benefit.
• SCRHA Annual EXPO and Exhibitor Sponsorships Annual trade show combining an exhibitor showcase, education sessions, and networking, sold to attendees via registration and to suppliers via paid exhibitor and sponsorship packages.

Quantifiable outcome

• Rents increased 4.1% countywide in 2025 after 7% decline in 2024, providing members actionable market intelligence
• +2 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Eight partnerships are on record, tiered core, flagship and minor.

• National Apartment Association (NAA)coreStrategic or Co-development PartnerSCRHA is an official affiliate of NAA, working to support rental professionals at local, state, and national levels. This affiliation provides members with access to national resources, advocacy at the federal level, and connections to the broader apartment industry.
• Assemblymember David AlvarezflagshipStrategic or Co-development PartnerSCRHA sponsors AB 1771 legislation introduced by Assemblymember David Alvarez to eliminate the burdensome requirement for onsite resident managers at properties with 16+ units. This multi-year modernization effort represents SCRHA's legislative priority.
• County of San Diego Housing AuthoritycoreStrategic or Co-development PartnerPartnership supporting landlords who partner with the County Housing Authority to rent to individuals experiencing homelessness, including veterans with VASH rental assistance. Landlords receive leasing bonuses up to $2,500, security deposit assistance, and holding fee coverage.
• Aaron Read & AssociatescoreImplementation/ SI/ Consulting PartnerSCRHA's Sacramento lobbyist providing legislative advocacy at the state level, testified on SB 1296 and other bills affecting rental housing. Manages SCRHA's legislative agenda and bill tracking in the California legislature.
• DAPA Services Inc.minorChannel Partner/ Reseller/ DistributorJanitorial services provider for apartment communities since 1997. Member since 2017. Part of SCRHA's supplier ecosystem providing services to members.
• HD Supply Facilities MaintenanceminorChannel Partner/ Reseller/ DistributorMaintenance supply provider since 2004. Member since 2019. Part of SCRHA Associationwide Sponsors providing products and services to member property owners and managers.
• San Diego Housing CommissioncoreStrategic or Co-development PartnerJoint webinar collaboration with SDHC providing information to landlords about the Section 8 Voucher Program and landlord partnership opportunities.
• Novi AMScoreTechnology or IntegrationAssociation management software provider powering SCRHA's website, member portal, event registration, forms distribution, and e-commerce functionality.

Scale indicators7 records

Recent moves7 records

Expansion highlights5 records

Peers

• Apartment List:

Broad incumbents

• National Apartment Association (NAA): National trade association for the rental housing industry and SCRHA's parent affiliate. Directly comparable as a membership organization serving apartment industry professionals with advocacy, training, and resources, though operating at national rather than regional scale.
• Institute of Real Estate Management (IREM): International trade association for property managers offering certification (similar to SCRHA's CAPS), education, and advocacy. Comparable as a membership organization serving property management professionals, though broader in scope and international in reach.
• National Association of Residential Property Managers (NARPM): National trade association for residential property managers with comparable membership, certification, and educational offerings. While broader than SCRHA, it overlaps significantly in serving residential rental property management professionals.

Direct peers

• California Apartment Association (CAA): State-level trade association for rental housing providers in California. Most directly comparable peer, offering overlapping advocacy, forms, training, and membership services to California landlords; competes for the same member base across the same geography.
• Apartment Association of Greater Los Angeles (AAGLA): Regional NAA affiliate serving Los Angeles area rental housing professionals. Comparable as a regional rental housing association with similar membership, advocacy, and event offerings, though operating in the adjacent LA market rather than SCRHA's Southern California territory.

Regional players

• Arizona Multihousing Association: State-level trade association serving the apartment industry in Arizona. Comparable membership and advocacy model with similar products (events, training, forms), though focused on a different state with distinct regulatory dynamics.
• Nevada State Apartment Association (NVSAA): State trade association for Nevada's rental housing industry. Comparable nonprofit trade association model with membership dues, advocacy, and events, serving a neighboring Western market with similar landlord-tenant dynamics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/socalrha

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Southern California Rental Housing Association