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Trends in Marketing: We'll Beat Anyone's Advertised Price!

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Cars, electronics, mattresses. We're used to seeing ads touting a seller's willingness to match a competitor's price. But we're not used to seeing that for apartments. Until now. The Edgemont apartments in Hollywood are now not only offering one of the more abstruse move-in offers we've seen (half off a month's rent with a series of conditions and options) but it is also offering to price match a similar apartment within the same area that also has the same features and amenities. How is this decided? Proven? It's not exactly clear, but good luck to those of you apartment hunting and armed with Craigslist comps.
· $954 Single/Studio w/Parking, Pool & hardwood floors & Deluxe features [Craigslist]