Southern California’s expensive housing market is going to get a lot more competitive after deadly firestorms torched more than 12,000 homes and other structures in the Los Angeles area, leaving tens of thousands of people without a place to stay.

Already there are reports of rent gouging, prompting elected leaders to issue stern warnings against the practice and pleading with the public to report unethical property owners who hike up rents above the allotted 10% cap.

California Attorney General Rob Bonta said Saturday that it is illegal for landlords to accept rent that exceeds the cap, even if someone is offering to pay a higher amount.

“You cannot jack up prices and take advantage of disaster victims, plain and simple,” he said at a news conference.

A modern three-bedroom condo in a downtown LA high-rise, for example, that was offered at $5,500 a month in October popped back up on Zillow last week with a new asking rent of $8,500. On Saturday, the listing was removed.

The state has struggled with the twin crises of housing and homelessness, only recently starting to make inroads to build more affordable homes.

California law prohibits price gouging after an emergency has been declared, meaning that individuals and businesses cannot increase the price of goods and services such as gas or rentals by more than 10% from before the emergency was declared.

Price gouging is a misdemeanor punishable by up to a year in jail and $10,000 fine for each violation.

Protections related to housing are generally in effect for 30 days. But on Jan. 16, Gov. Gavin Newsom extended prohibitions on motel, hotel and rental housing to March 8.

Tenants rights and landlord association groups have called for strict enforcement against rent gougers. People on social media are crowd-sourcing examples of egregious increases, and even inputting their findings into a shared Google document.

For example, a three-bedroom, four-bath house in LA listed for rent at $16,000 in September was relisted last week at $29,000 a month. It exceeded the 10% cap. By Saturday, it had been removed.

The Federal Emergency Management Agency has several programs for displaced residents. It will pay for short-term stays at participating hotels and motels as well as living expenses. It also provides cash in advance for housing through its displacement and rental assistance programs.

Newsom’s office Saturday announced that Bank of America, Citi, JPMorgan Chase, U.S. Bank and Wells Fargo have agreed to provide mortgage relief to affected homeowners, including a 90-day grace period on mortgage payments, 90-day waiver of late fees, and 60- to 90-day moratorium on new foreclosures.

Housing rental platforms are also helping with anti-gouging enforcement.

Airbnb said Jan. 15 that hosts in Los Angeles and Ventura counties who try to raise prices by more than 10% will instead receive an error message. The company is also sending reminders to hosts that price gouging during a state of emergency is illegal.

Zillow is posting “important information for renters during a state of emergency” on area rentals, informing applicants of the law.