Landlords determine the asking rental price for a unit; however, the rent must be reasonable compared to other units of similar size, location, quality, and type. The Housing Authority will make a determination as to the reasonableness of the proposed rent in relation to comparable units available for lease in the private unassisted market. If the rent is not affordable because the family share would be more than 40% of the family’s monthly adjusted income, the Housing Authority will negotiate with the owner to reduce the rent for the family, so it is in compliance with HUD guidelines.