Dave Bergeon
Analyst · UBS. Please proceed with your question.
Yes, good question. Thanks. From a customer perspective, on asking rents, we've had to had to bring asking rents down a little bit. And that's really due to market conditions, there's been a lot of competitors moving their rates down. I think the consumer as they're shopping today is shopping more, they're a little more price sensitive to getting the conversion rate. And so as we've looked at marketing spend, and we've looked at our conversion rates, we have adjusted pricing to find the right blend of what we wanted and conversions of customers. For the in place tenant, they've been pretty resilient. We've been able to stay on our cadence, on our in place rent changes, we haven't really had to alter much of what we're looking at as far as what we're modeling in that in place, rent change. And they're not noisy. I mean, things like said, they've been pretty resilient, we've been staged to get on our cadence and haven't had a lot of pushback, from the pros perspective, very, very strong market knowledge, very, very strong on the ground history in these markets. These PROs have 2025 30 years of experience. They've seen good times, they've seen tough times. And so I think our PRO response and how they're modeling their businesses in their local markets has been superior. They have the tools and our platforms to make them better than they were historically. And we've had really, really good experience around what they're doing to make sure their markets are operating on a revenue perspective. If you look at our cost control and our expense control in the fourth quarter, we had really, really good expense control. And that's also because operators who have long history long experience, know what they need to do to pull back when they need to pull back and be smart with the money as they go forward. So I think our PRO structure gives us an advantage. Because this whole sort of a lot of history, a lot of market knowledge, and they're using the new platforms to be better than they were before.