The Madison metro is home to 683,967 people (up 5.7% over five years), with a median household income of $86,827. Typical rent of $1,780/month works out to 24.6% of the median household income — comfortably below the 30% affordability threshold (Census ACS + Zillow, September 2026).
The share of Madison's workforce by sector — the base of tenant demand:
| Sector | % of workforce |
|---|---|
| Education & health care | 27.3% |
| Professional & management | 14.6% |
| Manufacturing | 10.2% |
| Retail trade | 9.6% |
| Arts, food & hospitality | 7.3% |
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 24.6% of median income leave room for rent growth without pricing out the median tenant. Market pricing, yields and the Star Score live on the Madison market page; run a deal in the calculator.
At the 30%-of-income affordability rule, typical rent of $1,780/month suggests a household income around $71,000/year. The metro's median household income is $86,827.
By workforce share: Education & health care (27.3%), Professional & management (14.6%), Manufacturing (10.2%) (Census ACS 5-year).