How to Market “Rent Specials” Without Looking Desperate
Two months free rent. Three months free. Waived fees. Gift cards. Apartment concessions are becoming increasingly common, but when every community is advertising a deal, how do you make yours stand out without making your property look desperate?
In this episode of The Multifamily Marketers Podcast, hosts Josh Grillo and Caroline Mills explore how multifamily marketers can turn aggressive leasing concessions into compelling marketing opportunities without sacrificing their property’s brand or perceived value.
Using a real-world example of a luxury apartment community competing in a market with significant new supply, Josh and Caroline break down how they transformed a generic “two months free” promotion into a more strategic, branded offer. From creating a compelling story around the concession to communicating urgency, maintaining pricing transparency, and aligning messaging across every marketing channel, they share practical ways to make concessions work harder.
Plus, they discuss the biggest mistakes properties make when promoting specials and how pairing concessions with community events and digital marketing can help drive traffic, tours, and ultimately more leases.
You’ll learn:
- Why rent concessions are becoming more common and how generic “two months free” messaging can actually hurt your property’s perceived value
- How to reposition a discount as an exclusive opportunity, such as a founding resident offer or pre-opening special
- The five essential elements of marketing a concession effectively, from creating a believable reason to maintaining consistent messaging
- Why your property’s brand, amenities, lifestyle, and location should take center stage—not the discount
- How to communicate concession values, lease terms, and deadlines clearly without confusing prospective renters
- The biggest concession marketing mistakes, including excessive exclamation points, outdated graphics, stacked specials, and never-ending deadlines
- How to combine leasing specials, community events, paid advertising, and retargeting into a more effective leasing strategy
To suggest a topic, get in touch!
For more multifamily marketing help, connect with us at Resident360.
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