Gross potential rent (GPR) is the ceiling: what the property would collect if every unit were occupied every day of the year at full market rent. A four-unit building where each unit commands $1,500 a month has a GPR of $72,000 a year. No property actually collects its GPR — vacancy, turnover gaps, non-payment, and below-market leases all pull real collections below it.
GPR earns its place as a baseline, not a forecast. Measuring actual collections against it produces the economic-loss picture: vacancy loss, credit loss, and loss to lease each explain part of the gap. That decomposition is useful because each gap has a different fix — vacancy is a leasing problem, credit loss is a screening and collections problem, and loss to lease is a renewal-pricing problem.
Editorial ownership
Written and maintained by the Aptoria editorial team
Editorial method reviewed July 28, 2026. Aptoria reviews scope, source fit, examples, limitations, links, and publication gates. This record does not claim attorney, CPA, lender, appraiser, or other independent professional sign-off.
Related terms
Investing metrics
Effective gross income (EGI)
Effective gross income is the property income expected after vacancy and collection loss, plus eligible other property income, before operating expenses.
Investing metrics
Vacancy loss
The rent a property fails to collect because units sit empty, expressed in dollars or as a percentage of gross potential rent.
Investing metrics
Loss to lease
The gap between market rent and the lower rents actually written into current leases, summed across a property.
Rent
Market rent
The rent a unit would command today if offered to a new tenant in the current local market.
Rent
Rent roll
A summary of every unit's rent, tenant, lease dates, and payment status across a property or portfolio.
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