In my experience, rents are not negotiable when you are initially leasing. Sometimes you can get a perk or a free month based on current specials, but generally the rate is the rate. When you renew, sometimes you can negotiate on a proposed increase.

The reason for this is partly due to fair housing laws. Offering different rents to different people, who are looking at the exact same time and at the exact same units, can open the landlord/company up to discrimination lawsuits. People go undercover and check for this behavior all the time at apartments. (Source: I worked in fair housing for a brief period of time).