Case Studies: Should You Decrease The Rent?

Case Studies: Should You Decrease The Rent?

Stephen Todarello,

If it makes sense in the market and keeps tenants in your property, lowering the rent on your investment property is worthwhile thinking about. As this case study shows, reducing the rent to remain competitive, particularly if you haven’t been able to find a tenant for a while, can help you lease your property in a challenging market.

As our Taylors Insight: Should You Ever Decrease The Rent On Your Investment Property?  suggests, reducing rent may be worth considering to remain competitive in the current market, counter a long period of vacancy or keep excellent tenants in your property. 

The following case study illustrates how a reduced rent marketing strategy adopted by our Client Relationship Specialist, Marco Afonso, helped lease a property within less than a week that had been vacant for almost three months.

Case Study 1

When Taylors Property Management Specialists first advertised a Woollahra apartment in early August 2018, it had been marketed professionally to stand out in a tough market at a price that was indicative at the time (refer to our The Importance Of Your Rental Property Standing Out In A Tough Market Insight). Furthermore, the apartment was in an over 55s complex, and thereby a reduced target audience brought an additional challenge.

Mindful of the difficulty in leasing properties in the $900+ per week price range at this point in time, the landlord listened to Marco’s advice and agreed to reduce the rent by $50 per week to be more competitive. The price was reduced on the web and the Taylors team conducted numerous home opens, doing everything possible to lease the property.

After ten weeks, the property remained vacant. Despite all his efforts, the desired level of enquiry and suitable applicants were not being achieved.  Marco was concerned about the financial impact the landlord would incur from loss of rent over an extended vacancy period vs a property being leased quickly at a reduced rent for a 12 month period. Marco expressed his concerns to the owner and they agreed to trial a ‘price by negotiation range’ that was $680 to $730 per week. Although approximately $200 per week less than originally advertised, it was a reflection of the current market and therefore a reduction the landlord was willing to trial.

The trial marketing strategy commenced on a Friday afternoon and by the Monday afternoon, we had received more enquiries than we had previously, had arranged two private inspections and received a suitable application. By the Wednesday morning, we had conducted due diligence on the application and despite the lower end of the price range offered of $680, we secured the new tenant for $700 per week on a 12 month lease commencing the following week. 

Like To Learn More?

If you’re looking for an experienced property manager who will help you deciding if a rent decrease is the right decision for your investment property, contact our team of specialists today. 


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