More apartments, more deals: Why nearly 40% of landlords are offering concessions right now


More apartments, more deals: Why nearly 40% of landlords are offering concessions right now


enters are getting a bit of relief as landlords offer more concessions — like free rent or waived fees — to fill units in a cooling market.

Rent growth has slowed to its weakest pace since 2020, according to Zillow data from March, which shows asking rents for U.S. apartments and homes were about $1,910, up 1.8% year over year.

Even though rents are still rising, increases have been outpaced by income growth, Zillow reports. That’s helped ease affordability pressures slightly, with the share of income the median household spends on rent falling from 29.4% to 26.5% for the year ending in March...

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RSK: Greater Madison is just starting to feel this trend as well.

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- - Volume: 26 - WEEK: 19 Date: 5/6/2026 2:40:14 PM -