The Rent Roll with Jay Parsons EP#37 Joanna Zabriskie | To Fee Or Not To Fee?
Jun 5, 2025
Joanna Zabriskie, CEO of BH Management with over 100,000 apartment units under her wing, discusses innovative all-in pricing strategies. She shares surprising results from rolling fees into base rents, impacting leasing traffic and occupancy. The conversation dives into the psychology of pricing, consumer transparency, and the effects of demographic shifts in the rental market post-pandemic. Insights on renter income ratios and evolving tenant profiles unveil intriguing trends, challenging common assumptions about affordability and market dynamics.
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All-in Pricing Improves Transparency
- All-in pricing removes fees into base rent but doesn't decrease total housing cost.
- It improves price transparency, preventing surprise fees late in leasing processes.
All-in Pricing Streamlines Leasing
- BH's pilot of all-in pricing lowered lead volume and tours but increased approved applications and move-ins.
- The approach resulted in a more efficient, higher-quality leasing funnel and slightly higher occupancy.
Consolidate Fees for Efficiency
- Consolidate fees into rent to attract more qualified leads and save on marketing costs.
- Spend less time with each prospect as they self-select affordability before touring.