The Columbia metro is home to 212,850 people (up 20.6% over five years), with a median household income of $69,463. Typical rent of $1,457/month works out to 25.2% of the median household income — near the 30% affordability threshold (Census ACS + Zillow, September 2026).
The share of Columbia's workforce by sector — the base of tenant demand:
| Sector | % of workforce |
|---|---|
| Education & health care | 34.0% |
| Arts, food & hospitality | 10.1% |
| Retail trade | 10.0% |
| Finance, insurance & real estate | 8.0% |
| Professional & management | 7.9% |
Education & health care is the metro's largest employment base — sectors like education and health care are recession-resilient anchors for rental demand.
Rents at 25.2% of median income leave moderate headroom; underwrite rent growth conservatively. Market pricing, yields and the Star Score live on the Columbia market page; run a deal in the calculator.
At the 30%-of-income affordability rule, typical rent of $1,457/month suggests a household income around $58,000/year. The metro's median household income is $69,463.
By workforce share: Education & health care (34.0%), Arts, food & hospitality (10.1%), Retail trade (10.0%) (Census ACS 5-year).