Step back and focus on what you can control. Look at your current residents and determine exactly who is living in your property and try directing your marketing to that demographic.
Focus on customer service. Do what you can do for free. You can be nice, you can keep the place looking good and clean. Drop unnecessary marking (if you’re truly a lower end prop, they’re not going to find you in the high priced ads). I’ve totally dropped all of the high priced marketing and replaced with a more focused and concentrated effort (dropped flyers at each store in a local mall, strong resident referrals, etc.).
If you’re surrounded by new properties, market your self as the affordable solution. $100 a month is $1,200 a year back in residents pocket. You’ll have higher traffic and lower closings because your higher priced/newer neighbors are driving traffic to the area.
I have found that people walking into an older property, are looking for a good and clean older apartment at a good and strong price. Fixed income people. Look at CarMax, you’re getting a good used car that’s been through a 66 point check up - but it is still used.