Specifically in Richmond we're in the middle of a historically low vacancy rate for apartments so places can charge whatever they want almost since we're still cheap compared to other metros.

The software isn't helping anything but consolidation and lack of supply are the root issues IMO. When one company owns 10000 units instead of 50 companies owning 200 units each they can easily manipulate prices higher and take the hit of some of them staying vacant longer if the rest of their portfolio is able to glean the higher rent. Whereas smaller entities can't support as high of vacancy rates and are more incentivized to be competitive.