High levels of informality, from 70% to 80% in many developing country cities, increase poverty and make urbanization unsustainable. But it is not clear if this is due to lack of interest in more secure land rights or the high cost of traditional institutions. To find out, and see if formalization can help increase female empowerment, we conduct an information campaign about the importance of female land ownership in poor informal neighborhoods of Dar es Salaam and allow randomly selected residents to get title at a discounted price, with possible additional discounts if a woman is on the title. We find that demand for title at affordable prices is very high and that, after the information campaign, many males added females to title applications even if they did not receive large fiscal incentives. These results could have far-reaching impacts for the most appropriate way to support urban infrastructure upgrading.