Subjectification as an ideal tenant: Competing for housing in the Viennese private rental market

Despite its reputation as a ‘paradise for renters,’ housing seekers in Vienna also face increasing difficulties in finding affordable housing, especially in the private rental housing market. We examine how competitive housing search, application, and allocation shape the subjectivities of housing seekers. Drawing on interviews with landlords, real estate agents and housing seekers in the Viennese private rental market, we analyse the suggestions of subjectivity housing seekers face and how they appropriate—enact, negotiate, or contest—these subjectivities. The study shows that housing seekers must sense and enact an ideal tenant to increase their chances of successfully accessing housing. The various modes of subjectification clustered around this image of the ideal tenant—being solvent, caring for the apartment, not being a foreigner, and invoking a good ‘gut feeling’—show that increased competition not only makes access to affordable housing more difficult, but also has normative effects.