How Multifamily Marketers Can Steal McDonald’s Brilliant Pricing Hack

A Simple Shift That Boosted Sales by 9.5% + How It Can Work for Leasing

Imagine increasing lease conversions and rental revenue without cutting prices, adding amenities, or reworking your multifamily marketing budget. 

Sounds too good to be true, right? 

But that’s exactly what McDonald’s pulled off with a small yet powerful pricing psychology experiment — and it’s a game-changer that multifamily operators can apply to leasing strategies.

In 2023, McDonald’s made a subtle but brilliant change to how it presented pricing on its menu boards. No discounts, no promotions — just a tweak in how customers saw pricing. The result? A 9.5% increase in global sales and higher average order values.

What does that have to do with multifamily leasing? Everything.

McDonald’s proved that pricing isn’t just about the number — it’s about perception. And in an industry where renters are highly price-sensitive, understanding pricing psychology could be the competitive edge you need.

The Hidden Pain of Pricing — And How to Minimize It

Studies in Neural Computing have found that seeing a currency symbol (like “$”) activates the same brain regions associated with pain. In short, money spent hurts. 

That’s why high-end restaurants often ditch the “$” sign, displaying a dish as “18” instead of “$18.” McDonald’s took this concept mainstream with a few key tweaks:

• They moved the price below the item description so customers saw what they wanted before seeing the cost.
• They removed currency symbols to reduce subconscious “pain” when purchasing.
• They increased image sizes by 40% to enhance desire and decrease price sensitivity.
• They highlighted best-sellers to leverage social proof and speed up decision-making.
• The psychology behind this? Desire first, cost second. Customers are more likely to commit when they see what they want before seeing the price.

How Multifamily Can Apply This to Leasing

Most apartment websites and leasing strategies unintentionally trigger price sensitivity. Renters land on a website, see rental rates immediately, and start comparing numbers instead of focusing on the property’s value. But what if we applied McDonald’s pricing hack to multifamily leasing?

1. Move Pricing Below the Description

Most apartment listings show pricing right next to the unit name or at the top of the page. Instead, let the features and benefits come first.

By placing the price at the end of the description, prospects process desire first, cost second.

2. Remove Currency Symbols Where Possible

If your website allows, show just numbers instead of “$1,750.” It seems small, but even slight reductions in psychological friction can improve conversion rates.

3. Use Larger, High-Impact Visuals

McDonald’s made their food images 40% larger to drive impulse purchases. Multifamily marketers can do the same by ensuring:

• Hero images on websites are lifestyle-focused (people enjoying the space, not just empty rooms).
• Floorplans are big, bold, and interactive, making units feel more tangible.
• Amenities are visualized with engaging imagery instead of just text descriptions.

4. Highlight “Most Popular” or “Renter Favorite” Floorplans

Just like McDonald’s highlighted best-sellers to drive decision-making, positioning select floorplans as popular choices can help renters feel more confident in their decision.

For example:

• “Most Leased Floorplan – Limited Availability”
• “Top Choice for Young Professionals”
• “Renter Favorite – Ask About Move-In Specials”

This nudges prospects toward higher-demand units while shifting focus from cost to value.

Why This Works for Multifamily

McDonald’s proved that pricing isn’t just about affordability — it’s about how people feel when they see the price. In multifamily, rent isn’t just a number; it’s an emotional decision.

When prospects first focus on the lifestyle, the amenities, and the experience, they’re more likely to justify the price as an investment in their ideal living space.

McDonald’s turned menu psychology into billions in extra revenue. Multifamily operators can apply the same principles to leasing — without lowering rent, adding incentives, or offering discounts.

A few small tweaks in how pricing is presented could significantly impact conversions, leasing velocity, and bottom-line revenue.

It’s not about lowering prices — it’s about elevating perception.