Patio furniture, a trip to the Caribbean, a flat screen TV. Wedding presents? Housewarming? Hardly. Welcome to apartment leasing 2005. These are marketing tactics offered by multifamily owners and management companies whose applicant pool is no longer persuaded by "free" rent. It represents a new turn for apartment firms as they learn to become better marketers and observers of local demographics. Concessions have historically been a lure, but in a market environment where even four months' "free" rent still produces only a negligible number of leases, multifamily owners and operators must better understand the demands of their prospective residents.