Rockrose Development

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The New Economy Renter: Price-Driven or Amenity-Prone?

For months, apartment marketers dare not even use the word luxury to attract rent prospects that were entirely price-driven, counting every cent and cross-shopping every concession. But recent community lease-ups seem to indicate that amenities are becoming front-of-mind to rental prospects again, who, although still extremely cost-conscious, are seemingly open to a larger sales efforts incorporating the full lease value of products and services made available at apartment communities. More

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