The Santa Rosa metro is home to 485,642 people (down 3.1% over five years), with a median household income of $102,840. Typical rent of $2,666/month works out to 31.1% of the median household income — near the 30% affordability threshold (Census ACS + Zillow, September 2026).
The share of Santa Rosa's workforce by sector — the base of tenant demand:
| Sector | % of workforce |
|---|---|
| Education & health care | 22.5% |
| Professional & management | 12.7% |
| Retail trade | 11.0% |
| Manufacturing | 10.2% |
| Arts, food & hospitality | 9.7% |
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 31.1% of median income leave moderate headroom; underwrite rent growth conservatively. Market pricing, yields and the Star Score live on the Santa Rosa market page; run a deal in the calculator.
At the 30%-of-income affordability rule, typical rent of $2,666/month suggests a household income around $107,000/year. The metro's median household income is $102,840.
By workforce share: Education & health care (22.5%), Professional & management (12.7%), Retail trade (11.0%) (Census ACS 5-year).