RPM Living’s Dustin Lovingood Shares How Apartment Concessions Are Evolving

Apartment concessions are taking on a new form as operators look beyond traditional offers and explore more meaningful ways to attract, engage, and retain residents.

Dustin Lovingood, Senior Vice President of Property Marketing at RPM Living, was recently featured in Multi-Housing News discussing this shift – including how data, resident insights, and strategic programs can help operators create value that extends beyond the initial lease signing.

Among the initiatives highlighted was RPM Living’s Free Rent, Unlocked sweepstakes, which gives residents the opportunity to win a year of free rent. The campaign reflects RPM’s focus on creating programs that feel genuinely meaningful – especially when rent represents one of the largest monthly expenses for many residents.

The article also explores the strong response to Free Rent, Unlocked. In 2025, participating communities saw 34 percent more prospects and 16 percent more leases per property than communities that did not participate. The 2026 campaign received more than 20,000 entries during its first week, while its supporting social media campaign contributed to a 260 percent increase in website views.

These results demonstrate how resident-focused programs can support leasing performance while building engagement, loyalty, and long-term value. As Dustin explains, the most effective incentives go beyond a simple transaction – they create experiences that residents recognize and appreciate throughout their time with a community.

Read the full article from Multi-Housing News.

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