Longtime tenant not happy paying market rent

Is discounted rate at renewal a thing of the past?

Q: I have been a renter for many years and I have noticed a recent trend among the larger local management companies where they are now seeking to renew a long-term tenant’s lease at the market rate rather than continuing to give them some sort of price break compared to brand-new tenants. Is this a new strategy that is being implemented throughout the country or just my imagination?