A few quick talking points for your residents with concerns about their rent increases:
1. The value of where they currently live - excellent service, quality housing, amenities, making their home in a COMMUNITY.
2. The cost of moving, especially if you are still priced below market. Point out what they are getting for their money, in comparison to your competition.
3. The increase in cost of doing business, especially if you have done any renovations/improvements/capital expenses. Taxes, insurance, interest rates, labor costs, common area maintenance and utilities... as those increase, so do the rents. Your residents aren't going to care much about these, but they are valid reasons for increases.
I just recently increased rents across the board at three of our communities, anywhere from $25 to $40 per month. The other two communities will also take increases a few months down the road. We have had a little, but not much, push-back from the residents. An open and honest conversation goes a long way, especially if on-site management is sincere in their understanding of the reasons behind the increase.