The concession structure that kept occupancy above 93 percent while a 200-unit lease-up opened across the street
A 240-unit property facing a new competitor offering six weeks free on a twelve-month lease had two options: match the concession dollar for dollar, or hold face rent and watch occupancy slide. The operator chose a third path, offering two weeks free only on renewals signed before the competing property hit certificate of occupancy, which kept the existing base in place without advertising a discount to prospective residents browsing both. New leases came in at face rent with a $500 move-in gift card, which shows on the rent roll differently than a free-rent concession and matters when a lender underwrites effective rent. Occupancy finished the quarter at 94.1 percent and the competing property absorbed to 78 percent in its first ninety days, which is roughly where a lease-up of that size normally sits. The thing the numbers do not show is that the renewal concession cost roughly $140,000 in forgone rent across the building, and the gift card program cost about $80,000, so the total defense of market position ran $220,000 against an estimated $600,000 in revenue that would have been lost at 85 percent occupancy. What I want to know from anyone who has run this defense before: did you structure the renewal offer as a lease amendment or a side letter, and did your lender's cash management account treat the forgone rent as a reportable variance?