In competitive rental markets, landlords sometimes feel pressured to sweeten the deal to attract residents. One common tactic is offering incentives or “move-in specials” —reduced rent for the first month, waived application fees, gift cards, or even free rent periods. On the surface, these offers seem like a clever marketing tool. After all, who doesn’t like a bargain?
But in practice, move-in specials for single-family rentals rarely deliver the results landlords expect—and often cause more problems than they solve. Here’s why you’re better off avoiding them entirely.
1. Apartment Complexes Can Market Incentives in Ways Single-Family Landlords Can’t
Move-in specials are common in the multi-family industry, so many single-family landlords assume they must work for rental houses as well. But that’s often because they’ve been exposed to apartment marketing—giant banners, window signs, and roadside advertising with messages like “One Month Free,” “No Security Deposit,” or “$99 Move-In.”
Apartment complexes can plaster these offers everywhere without running into HOA restrictions or sign ordinances. Single-family rental owners, however, usually can’t post that kind of signage in the neighborhood. Even if it were allowed, large-format signs and banners are costly and impractical for a single house.
In short, apartment buildings can advertise their specials to thousands of passersby; single-family landlords simply can’t match that visibility.
2. Incentives Are Often Invisible in Online Searches
Nearly all residents start their search online, often using price range filters or map views on platforms like Zillow. In these views, the first thing they see is location, exterior photo, price, bedrooms, bathrooms, square footage, address, and days on market—not the property description.
If your incentive is buried in the listing details, most residents won’t see it before deciding whether to click. And if they don’t see it, it won’t influence their decision.
3. Residents Can Do the Math
Landlords sometimes assume an incentive will make their property seem like a better deal, but savvy residents quickly calculate whether it’s truly worth it.
For example, offering one month free on a $2,000 rental over a 12-month lease reduces the effective rent by about $167 per month. A qualified resident will immediately recognize if the base rent is still above market—even with the discount.
If your goal is to attract a strong resident, lowering the rent to a competitive market rate (or slightly below) is far more effective than dangling a one-time perk.
4. Incentives Can Lower the Perceived Value of Your Property
Discounts can signal desperation. Prospective residents may wonder:
- Why do they need to offer a discount?
- Is there something wrong with the property or neighborhood?
- Are they having trouble keeping residents?
Rather than making your property more appealing, a move-in special can give the impression it’s less desirable. High-quality residents—those who have plenty of options—may pass on a “discounted” property in favor of one that appears more in demand.
5. It Sets the Stage for “What Else Can I Get?”
When a rental relationship begins with a concession, some residents may assume the landlord is flexible on everything—rent, rules, and lease terms. This can lead to requests for:
- Early termination without penalty
- Mid-lease rent reductions
- Extra amenities or services outside the lease agreement
While not every resident will push for more, starting with a special can create expectations that are difficult to manage.
Conclusion: Better Ways to Fill Vacancies
Rather than relying on gimmicks, landlords can fill vacancies faster and with better residents by focusing on value and market positioning.
- Price it Right (or 10% Below Market)
A slightly reduced rent—locked in for the lease term—attracts stronger, longer-term residents than a short-term discount. - Adjust Lease Terms
One of the biggest vacancy drivers is a “no pets” policy. Allowing pets, with proper safeguards, can greatly expand your applicant pool. - Upgrade the Property
Small improvements—fresh paint, updated lighting, new carpet—make a home stand out online and in person. These upgrades add lasting value instead of a one-time giveaway.
Move-in specials might seem like a quick fix, but they often attract the wrong residents, reduce profitability, and create other problems. When you market your rental based on its strengths—location, condition, fair pricing—you attract residents who stay for the right reasons, not just the deal they got on day one.
Bottom line: In the search for quality residents, genuine value beats gimmicks every time.
Feel free to reach out to us for assistance.
Blue Fox Properties, LLC
The Rental House Specialists™
BlueFoxProperties.com
520.780.7888
