Great question! :woohoo:
Differentiate! Don't jump on board with the "standard" upgrades! Market that you offer Vintage for VALUE! That they can have the homogenous apartment home like everyone else, or save money and do their own touches to their home!
There are a few things you CAN do that don't cost a lot...How about instead of marketing upgrades, market CUSTOMIZATION! (TA DAA!) Call your value price the customization discount, and then offer them a choice of CUSTOM ACCENT WALLS (from a palette of colors you ok, or let them go wild). Our painter does it for about $50 per wall including paint, or if you can do it in-house, all you have is paint cost. How about offering them their choice of REMOVABLE WALL ART! (You may not want to call it that...) You can find a kajillion sites with reasonable cost...put together your own "collection" from which they can choose, including the inspiring words for the walls, pictures, etc. One site I've used is
www.TrendyWallDesigns.com, but there are a BUNCH.
Knowing you, I bet you know every single detail that distinguishes you from your comps in the area. Can you pick the BEST and make sure EVERY conversation with a prospect includes them?
Hope these ideas help!