It's a common practice among IAC properties to not honor the "new move in specials" for existing customers. They have to make a distinction between new and existing tenants. They need a reason to justify their new marketing campaign without having to take it in the shorts from their existing tenants who want their rent lowered. They fear the slippery slope of you telling all your neighbors how to negotiate that kind of deal. In their eyes, they can't afford to renew everyone at lower rents, so they play hardball with existing tenants while giving away the farm to new ones. They are banking on the fact that you know it's a pain in the butt to move and you'll just lump it for another lease term...and I bet most people do.
There are two reasons why rents are lower for new tenants. 1, the market rent has been lowered. 2, they are being offered a great "move in special." You may be able to make a case to management or the corporate office to bring your rent down to the new market rate. After all, they've determined that to be the fair rent for that unit. But you have no case for trying to get the "new move in specials" because you are obviously not a new move in.
Put the shoe on the other foot for the moment. Let's say you own/run The Village. Let's say you're 12% vacant right now and 88% occupied (you're in real trouble if that's the case). You need to offer an incentive to drum up business. Let's say you'll do 9% off the market rent and maybe throw in a half month free. You would be crazy offer that on all 12% of the available units. You're offering it on, say, half of those available units. Then you scale back your special to maybe 5% off market for the remainder. So what's the real loss. Only a small portion of your units are offered at heavy discount.
Compare that approach with offering 9% off the market rate for every new move in and every renewal. Now your entire building starts off at least 9% below budget for the year - Likely a lot more. You simply can't honor the new move in special for existing clients without ruining your asset. If you've built a budget for landscaping, routine maintenance, and all those cool little community parties you Villagers enjoy, how can you pay for those things when you're budget is crushed?
It may come to the point where IAC has to take drastic measures to keep buildings full, but they turn about as quickly as a freight liner. I'm sure they have another few rounds of layoffs lined up before they consider heavy incentives for their existing tenants.