Landlords pull plug on renter incentives ahead of spring

While incentives are still an integral part of the new-home market, they're falling out of popularity in the rental segment as demand — and competition — strengthens. The number of Zillow rental listings with concessions has struggled, going from 32.7 percent in December to 31.9 percent in January. The concession rate jumped 5.6 percent year over year to 32.2 percent in February; however, it marks the slowest annual growth pace since June 2023.