Landlords in Los Angeles and Orange counties are offering financial incentives like rent discounts and waived fees to attract tenants amid growing apartment supply. About 31% of rentals include concessions, though rents rose 1.5% to an average of $2,944 monthly, 50% above the national average. Rent consumes 34% of local household income, making affordability a major issue despite incentives. Increased inventory and economic factors have intensified landlord competition.