The ad offered a quick $250. The job? Shilling for a bunch of landlords
Hiring astroturf “activists” is becoming a standard tactic for lobbying groups seeking to curb rent control measures.
In a controversial move, a landlord group in Concord, California, hired actors to pose as activists opposing the city’s stringent rent control ordinance, exposing a growing trend of “astroturfing” in local politics.
The Craigslist Scheme
Jackson Brody, a 27-year-old Concord renter, found a Craigslist ad offering $250 for one evening’s work. The vague job description called for people concerned about the cost of living to attend a City Council meeting on March 25, 2025, and advocate for a “thoughtful approach” to rent control. Intrigued, Brody responded and was contacted by Shamelle Salahuddin, CEO of a PR firm working for the California Apartment Association (CAA). Brody and others, including Betty Gabaldon, a tenants’ rights organizer, grew suspicious when the talking points pushed a pro-landlord agenda.
Concord’s Rent Control Battle
In April 2024, Concord enacted one of the Bay Area’s toughest rent control laws, capping annual rent increases at 3% or 60% of the consumer price index, whichever is lower. This ordinance, stronger than California’s statewide 10% cap, aimed to curb the city’s 62% median rent spike from 2011 to 2021. Landlords, backed by the CAA, fought back, failing to gather enough signatures for a referendum to overturn it. Councilman Pablo Benavente, whose 2024 campaign received over 10% of its funding from real estate interests, proposed raising the cap to 7%. After heated debate, the council compromised on a 5% cap and exempted some single-family homes and condos from just-cause eviction rules in a 3-2 vote.
Exposing the Deception
At the March 25 meeting, dozens of attendees wore “Repeal Rent Control” shirts and held CAA-branded signs. Brody, realizing he was part of a paid stunt, called it “agitprop for landlords.” Gabaldon and tenant advocates alerted the council, and video evidence captured a CAA PR representative paying actors after the meeting. Councilman Benavente claimed he was unaware of the paid attendees. The CAA, a powerful lobbying group that has opposed rent control measures across California, including defeating 2024’s Proposition 33, did not comment.
A Broader Trend
This incident highlights the rise of astroturfing, where lobbying groups hire fake grassroots supporters to sway public opinion. Tenant advocates, like Tahirah Dean from Public Advocates, compared it to tactics allegedly used by Elon Musk in Wisconsin, paying people to influence elections. Concord’s case underscores the high stakes of housing policy battles, with corporate landlords resorting to deceptive measures to counter tenant protections.
Impact and Fallout
Despite the CAA’s efforts, Concord’s rent control remains intact, though loosened to a 5% cap. Tenant advocates see the exposure of paid actors as a victory, reinforcing the need for transparency in local governance. As housing costs continue to strain Bay Area residents, such tactics may further erode trust in the political process.