Longtime tenant not happy paying market rent

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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? In the case of my apartment community, I find this very puzzling, as our community is not at full occupancy and there is no "waiting list" to get in. In fact there are several vacancies in my building alone. I'm just wondering whether my local manager is just being a jerk, or if it's simply the corporate attitude lately that "who cares if we drive them out ... somebody else will be along eventually"? In my 37 years of renting, I've never been asked to renew at the market rate if I signed a new lease. Of course, I do understand that if I wanted to commit to a month-to-mont...