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The concept of market rent is often misunderstood, leading to significant missed revenue opportunities for property owners. Many operators fail to conduct thorough research to determine the true market rent of their units, resulting in undervaluation and lost potential income. For instance, a property that was initially leased at $60 for a 10x10 unit in North Georgia is now being leased at $139, illustrating how correcting rent pricing can lead to a substantial revenue increase of nearly 60% in just the first year. By identifying and adjusting to true market prices, investors can significantly elevate the value of their properties over time.