Jay Parsons: Rent concessions in apartment market often resemble MSRP tactics

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01.09.2026

Jay Parsons: Rent concessions in apartment market often resemble MSRP tactics — Rent concessions compared to MSRP tactics

Jay Parsons argues that rent concessions in the rental market are often a mirage, similar to how the manufacturer's suggested retail price, or MSRP, is used by car dealers.

According to Parsons, asking rents function as an inflated reference point that builds in expected discounts. He notes that both tenants and property managers have become conditioned to these concessions as a normal part of doing business in the current market.

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Parsons has previously highlighted affordability challenges among renters, noting that nearly one third of American renters cannot afford typical operating costs due to high taxes, according to recent analysis. In a separate report, he covered the merger of AvalonBay and Equity Residential to create Vivmark Residential, now the largest apartment REIT with 184,000 units in the sector. Both examples point to significant pressures and changes in the rental housing market.

This material may contain third-party opinions, none of the data and information on this webpage constitutes investment advice according to our Disclaimer. While we adhere to strict Editorial Integrity, this post may contain references to products from our partners.

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