Rental market pressures drive move-in incentives

With renter affordability still under pressure, property managers across Canada are increasingly turning to incentives to fill units.

Rentals.ca spokesperson Giacomo Ladas says the market is dealing with a “double whammy”: a growing supply of new rental listings alongside a relatively shallow pool of renters.

While asking rents are softening in some areas, affordability hasn’t meaningfully improved. A Rentals.ca survey found that 69% of renters say high rent prices remain the biggest challenge in their search.

As a result, property managers aren’t raising rents as often or as sharply, and many are layering incentives on top to stand out. It’s not a new strategy, but it is becoming far more common.

Across the country, housing providers are offering perks like free rent periods, complimentary internet, free parking, waived pet fees, and moving allowances to compete for tenants.

At the same time, PropTech that removes friction from everyday renting can be just as appealing to renters as a financial perk. With PayProp, tenants can pay rent quickly and easily, view invoices, and log maintenance issues through a single portal. And with less time spent on payment admin, property managers can focus on delivering great service – the kind that helps tenants stay longer and spread the word.

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