Extreme Makeover: Luxury Rental Apartment Edition? That seems to be what many New York City landlords are going for. Luxury Rentals Manhattan has tirelessly covered the market’s high demand for rental units, with rates reaching all-time highs throughout the spring. This, along with a shift in the demographic of renters towards the higher-end, is prompting many landlords to finance million-dollar renovations in hopes of raising rental rates by 10 to 40 percent. And really, many of them are nervous that they aren't keeping up with the rising standards for rental apartments in Manhattan. This is good news for residents looking to live in luxury apartments without having to buy, even if their rent rises with the quality level.