close
View Me
Rent Specials
$980 - $1,865
Plus Fees1 Month Lease Term
Pet FriendlyCats and Dogs AllowedOne-Time Pet Fee $300.00 - Monthly Pet Fee $25.00
Pet Details
404 Rivertowne Apartment Homes
402 Westover Hills BlvdRichmond, VA 23225
Pet Friendly Apartments for Rent in the Forest Hill Neighborhood of Richmond, VA (151 Rentals)
Apartments for rent in the Forest Hill area of Richmond that love your dogs or cats as much as you do!
close
View Me
$1,142 - $2,279
Plus Fees12 Month Lease Term
Pet FriendlyCats, Dogs and Other Pets AllowedPet Details
Swansboro Place
2008 Hull StRichmond, VA 23224
close
View Me
$1,470 - $2,320
Total Monthly Price
Pet FriendlyCats and Dogs AllowedTotal Monthly Price
Base Rent
$1,400 - $2,250
Required Monthly Fees
$70
Total Monthly Price
$1,470 - $2,320
2 Pet Limit - Pet Fee $300.00
Pet Details
The Loop at Midtown
2 W Franklin StRichmond, VA 23220
close
View Me
$1,445 - $2,645
Total Monthly Price
Pet FriendlyCats and Dogs AllowedTotal Monthly Price
Base Rent
$1,370 - $2,570
Required Monthly Fees
$75
Total Monthly Price
$1,445 - $2,645
2 Pet Limit - Non-Refundable Pet Fee $350.00
Pet Details
Model Tobacco Lofts
1100 Richmond HwyRichmond, VA 23224
close
View Me
Contact Us For PricingPet Friendly
Pet Details
The Square
406 W Shafer StRichmond, VA 23220
close
View Me
$1,399 - $1,750
Plus Fees12 Month Lease Term
Pet FriendlyPet Details
Monroe Park Towers Apartments
520 W Franklin StRichmond, VA 23220
close
View Me
Rent Specials
$1,350 - $2,704
Plus Fees
Pet FriendlyCats and Dogs AllowedPet Details
Link Apartments® Manchester
901 McDonough StRichmond, VA 23224
close
View Me
Rent Specials
$1,089 - $1,289
Total Monthly Price
Pet FriendlyCats and Dogs AllowedTotal Monthly Price
Base Rent
$1,089 - $1,289
Total Monthly Price
Varies
Pet Fee $350.00 - Pet Rent $50.00/mo
Pet Details
James River Pointe
435 German School RdRichmond, VA 23225
close
View Me
Rent Specials
$1,180 - $1,922
Total Monthly Price
Pet FriendlyCats and Dogs AllowedTotal Monthly Price
Base Rent
$1,180 - $1,922
Total Monthly Price
$1,180 - $1,922
Pet Details
2000 Riverside Apartments
2000 Riverside DrRichmond, VA 23225
close
View Me
Rent Specials
$1,326 - $2,515
Total Monthly Price12 Month Lease Term
Pet FriendlyCats and Dogs AllowedTotal Monthly Price
Base Rent
$1,221 - $2,410
Required Monthly Fees
Varies
Total Monthly Price
Varies
2 Pet Limit - no more than 50lbs. each
Pet Details
Iron House Apartments
1309 W Broad StRichmond, VA 23220
The Richmond Renter's Guide to Living Near Work
Get the inside scoop on Richmond's most livable neighborhoods and find the perfect apartment close to where you work. Our local expert breaks it all down by the city's top employers like VCU Health and Costar.
close
View Me
$1,245 - $1,470
Plus Fees
Pet FriendlyCats and Dogs Allowed2 Pet Limit - One-Time Pet Fee $250.00
Pet Details
Willow Oaks Apartments
6002 Willow Oaks DrRichmond, VA 23225
close
View Me
$1,084
Plus Fees12 Month Lease Term
Pet FriendlyCats, Dogs and Fish AllowedOne-Time Pet Fee $300.00 - We welcome 2 pets per apartment home. The non-refundable pet fee is $300, and the pet rent is $25 monthly. The pet's weight limit is 45 pounds, and aggressive breeds are prohibited.
Pet Details
Park Vue
801 Holly Springs AveRichmond, VA 23224
close
View Me
Rent Specials
$1,442 - $2,650
Total Monthly Price
Pet FriendlyCats and Dogs AllowedTotal Monthly Price
Base Rent
$1,442 - $2,650
Total Monthly Price
$1,442 - $2,650
2 Pet Limit - All pets must be approved by management; PRG reserves the right to approve or deny pet applications.
Pet Details
The Carousel
2400 Grayland AveRichmond, VA 23220
close
View Me
$1,569 - $2,225
Plus Fees12 Month Lease Term
Pet FriendlyCats and Dogs Allowed1 Pet Limit - One-Time Pet Fee $300.00
Pet Details
Eddy on the James
700 Semmes AveRichmond, VA 23224
close
View Me
$1,590 - $4,265
Total Monthly Price
Pet FriendlyCats and Dogs AllowedTotal Monthly Price
Base Rent
$1,557 - $4,232
Required Monthly Fees
$33
Total Monthly Price
$1,590 - $4,265
2 Pet Limit - Pet Fee $300.00
Pet Details
The Jamestown
500 W 14th StRichmond, VA 23224
close
View Me
Rent Specials
$1,495 - $1,595
Plus Fees12 Month Lease Term
Pet FriendlyCats, Dogs and Other Pets AllowedPet Details
LIV Lakeview
2001 Lakeview AveRichmond, VA 23220
close
View Me
$1,135 - $2,139
Total Monthly Price12 Month Lease Term
Pet FriendlyCats and Dogs AllowedTotal Monthly Price
Base Rent
$990 - $1,994
Required Monthly Fees
$145
Total Monthly Price
$1,135 - $2,139
2 Pet Limit - One-Time Pet Fee $300.00
Pet Details
Towers on Franklin
104 W Franklin StRichmond, VA 23220
close
View Me
Rent Specials
$1,195 - $1,395
Total Monthly Price12 Month Lease Term
Pet FriendlyCats and Dogs AllowedTotal Monthly Price
Base Rent
$1,195 - $1,395
Total Monthly Price
$1,195 - $1,395
Pet Fee $299.00 - Monthly Pet Fee $29.00/mo
Pet Details
T and E Apartments
1011 W Marshall StRichmond, VA 23220
close
View Me
Rent Specials
$988 - $2,063
Total Monthly Price
Pet FriendlyCats and Dogs AllowedTotal Monthly Price
Base Rent
$968 - $2,043
Required Monthly Fees
$20
Total Monthly Price
$988 - $2,063
2 Pet Limit
Pet Details
The Residences of Westover Hills
5852 Westower DrRichmond, VA 23225
close
View Me
Rent Specials
$1,195 - $1,495
Total Monthly Price12 Month Lease Term
Pet FriendlyDogs, Birds, Cats, Fish and Reptile AllowedTotal Monthly Price
Base Rent
$1,195 - $1,495
Total Monthly Price
$1,195 - $1,495
Pet Details
311 W. Franklin
311 W Franklin StRichmond, VA 23220
Renters Insurance 101: What It Is, What It Covers, and Why You Need It
From theft to fire to water damage, the unexpected can happen to any renter. Discover why renters insurance is one of the smartest and most affordable investments you can make as a tenant.
close
View Me
$1,100 - $1,330
Plus Fees12 Month Lease Term
Pet FriendlyCats and Dogs Allowed2 Pet Limit - One-Time Pet Fee $300.00
Pet Details
Forest Hill
205 W Roanoke StRichmond, VA 23225
close
View Me
$1,179 - $2,044
Plus Fees
Pet FriendlyCats and Dogs Allowed2 Pet Limit - One-Time Pet Fee $300-$600
Pet Details
The Biggs Building
900 W Marshall StRichmond, VA 23220
close
View Me
Rent Specials
$1,275 - $1,575
Total Monthly Price12 Month Lease Term
Pet FriendlyDogs and Cats AllowedTotal Monthly Price
Base Rent
$1,275 - $1,575
Total Monthly Price
Varies
2 Pet Limit - 35 pound weight limit.
Pet Details
Ashton Square Apartments
603-A Westover Hills BlvdRichmond, VA 23225
close
View Me
$1,425 - $4,315
Plus Fees
Pet FriendlyCats and Dogs Allowed2 Pet Limit - One-Time Pet Fee $300.00
Pet Details
Terraces at Manchester
800 Semmes AveRichmond, VA 23224
close
View Me
Rent Specials
$1,305 - $1,755
Total Monthly Price12 Month Lease Term
Pet FriendlyCats and Dogs AllowedTotal Monthly Price
Base Rent
$1,305 - $1,755
Total Monthly Price
Varies
2 Pet Limit
Pet Details
Southwood Apartments
1200 Southwood PkyRichmond, VA 23224
close
View Me
$1,550
Plus Fees
Pet FriendlyDogs and Cats AllowedPet Details
Avenue C Apartments
1701 Colorado AveRichmond, VA 23220
close
View Me
$1,320 - $1,600
Plus Fees12 Month Lease Term
Pet FriendlyCats, Dogs and Other Pets Allowed2 Pet Limit - One-Time Pet Fee $150.00
Pet Details
Morningside Apartments
1414 Newell RdRichmond, VA 23225
close
View Me
$1,195 - $1,375
Plus Fees12 Month Lease Term
Pet FriendlyCats and Dogs Allowed2 Pet Limit - Monthly Pet Fee $35.00/mo
Pet Details
1209 Hull Street- Dogtown
1209 Hull StRichmond, VA 23224
close
View Me
Rent Specials
$1,185 - $1,450
Plus Fees
Pet FriendlyDogs and Cats AllowedPet Details
The Corner Lofts
1321 -1/2 E Main StRichmond, VA 23219
close
View Me
Rent Specials
$1,349 - $1,369
Plus Fees
Pet FriendlyCats and Dogs AllowedPet Fee $250.00 - Pet interview
Pet Details
1 West Cary Apartments
1 W CaryRichmond, VA 23220
Explore The River City Like a Local: The Insider's Guide to Renting in Richmond, VA
Thinking of moving to Richmond, VA? Learn why "The River City" is a perfect blend of big-city amenities and small-town charm, offering a low cost of living, minimal traffic, and a rich cultural scene.
close
View Me
Rent Specials
$954 - $1,603
Total Monthly Price
Pet FriendlyCats and Dogs AllowedTotal Monthly Price
Base Rent
$950 - $1,599
Required Monthly Fees
$4
Total Monthly Price
$954 - $1,603
Pet Fee $350.00 - Monthly Pet Fee $25.00/mo
Pet Details
Villas at Cedarhurst
5950 Westower CtRichmond, VA 23225
close
View Me
Contact Us For PricingPet FriendlyCats and Dogs Allowed
2 Pet Limit - Pet Deposit $0.00
Pet Details
Chesterfield Apartments
900 W Franklin StRichmond, VA 23220
close
View Me
$1,486 - $1,641
Total Monthly Price
Pet FriendlyCats, Dogs and Other Pets AllowedTotal Monthly Price
Base Rent
$1,480 - $1,635
Required Monthly Fees
Varies
Total Monthly Price
Varies
Pet Details
One Canal Apartments
108 S 1st StRichmond, VA 23219
close
View Me
$1,695 - $2,195
Total Monthly Price
Pet FriendlyCats and Dogs AllowedTotal Monthly Price
Base Rent
$1,695 - $2,195
Total Monthly Price
$1,695 - $2,195
Pet Details
805W Lofts
805 W Cary StRichmond, VA 23220
close
View Me
$1,615 - $1,625
Plus Fees12 Month Lease Term
Pet FriendlyCats and Dogs Allowed2 Pet Limit - One-Time Pet Fee $250-$500
Pet Details
Grace & Monroe Apartments
401 W Grace StRichmond, VA 23220
close
View Me
$1,350 - $1,450
Plus Fees
Pet FriendlyCats and Dogs Allowed2 Pet Limit - One-Time Pet Fee $250.00
Pet Details
1005 Grove Ave Apartments
1005 Grove AveRichmond, VA 23220
close
View Me
$1,057 - $1,371
Total Monthly Price12 Month Lease Term
Pet FriendlyOther Pets AllowedTotal Monthly Price
Base Rent
$1,051 - $1,365
Required Monthly Fees
Varies
Total Monthly Price
Varies
Non-Refundable Pet Fee 1st Pet $300.00 - Non-Refundable Pet Fee 2nd Pet $150.00
Pet Details
Woodbriar Apartments
621 Warwick Village DrRichmond, VA 23224
close
View Me
$1,055 - $1,280
Plus Fees12 Month Lease Term
Pet FriendlyCats and Dogs AllowedOne-Time Pet Fee $300.00 - Monthly Pet Fee $15.00
Pet Details
Park at Forest Hill
3900 Forest Hill AveRichmond, VA 23225
close
View Me
$1,151 - $1,602
Total Monthly Price
Pet FriendlyCats and Dogs AllowedTotal Monthly Price
Base Rent
$1,146 - $1,597
Required Monthly Fees
$5
Total Monthly Price
$1,151 - $1,602
2 Pet Limit - Pet Deposit $300.00
Pet Details
700 West 44
4500 Bassett AveRichmond, VA 23225
close
View Me
$1,391 - $1,606
Plus Fees12 Month Lease Term
Pet FriendlyCats and Dogs AllowedPet Deposit $0.00 - One-Time Pet Fee $300.00
Pet Details
Alexander at 1090
1090 German School RdRichmond, VA 23225
Richmond’s Best Affordable Neighborhoods
Learn about Richmond and the best affordable places to live by our Local Expert Richard Corrigan
close
View Me
$1,010 - $1,165
Plus Fees
Pet FriendlyDogs and Cats Allowed$300 fee.
Pet Details
Norcroft Townhomes-55 and older
401 Norcroft CirRichmond, VA 23225
close
View Me
$856 - $1,178
Plus Fees12 Month Lease Term
Pet FriendlyCats and Dogs Allowed1 Pet Limit - Pet Deposit $0.00
Pet Details
Belle Summit
600 Cowardin AveRichmond, VA 23224
close
View Me
Rent Specials
$1,150 - $2,300
Plus Fees11 Month Lease Term
Pet FriendlyCats and Dogs AllowedPet Details
Parc View at Commonwealth
321 W Grace StRichmond, VA 23220
close
View Me
$1,150
Plus Fees12 Month Lease Term
Pet FriendlyPet Details
Forest Square Apartments
3202-3206 Midlothian TpkeRichmond, VA 23224
close
View Me
$946 - $1,241
Plus Fees12 Month Lease Term
Pet FriendlyCats and Dogs AllowedOne-Time Pet Fee $300.00 - Resident agrees that any damage to the unit will be paid by the Resident. No pet is permitted if the anticipated weight at maturity exceeds 25 pounds. Puppies of large breed dogs will NOT be permitted, as they are anticipated to exceed the 25-pound limit. A Resident is only allowed one (1) pet per unit. Pets other than a cat or dog, when allowed, must be kept in a cage in the unit. NOT ALLOWED under any circumstances: Snakes, Spiders, Ferrets, Pot Belly Pigs or other Reptiles.
Pet Details
City View Place
1000 Bainbridge StRichmond, VA 23224
close
View Me
$2,700 - $2,900
Total Monthly Price12 Month Lease Term
Pet FriendlyDogs and Cats AllowedTotal Monthly Price
Base Rent
$2,700 - $2,900
Total Monthly Price
$2,700 - $2,900
$0 Monthly Pet Rent - $0 Fee
Pet Details
2100 W Cary St
2100 W Cary StRichmond, VA 23220
703 W Leigh St
RichmondVA23220
close
View Me
$2,299
Total Monthly Price12 Month Lease Term
Pet FriendlyCats and Dogs AllowedTotal Monthly Price
Base Rent
$2,299
Total Monthly Price
$2,299
$0 Monthly Pet Rent - $0 Fee
Pet Details
14 N Harrison St, Unit 14 N. Harrison Street
14 N Harrison StRichmond, VA 23220
close
View Me
$2,250
Total Monthly Price12 Month Lease Term
Pet FriendlyCats and Dogs AllowedTotal Monthly Price
Base Rent
$2,250
Total Monthly Price
$2,250
$0 Monthly Pet Rent - $0 Fee
Pet Details
803 W Broad St, Unit 1
803 W Broad StRichmond, VA 23220
close
View Me
$2,595
Total Monthly Price12 Month Lease Term
Pet FriendlyDogs and Cats AllowedTotal Monthly Price
Base Rent
$2,595
Total Monthly Price
$2,595
$0 Monthly Pet Rent - $0 Fee
Pet Details
1104 Perry St, Unit B
1104 Perry StRichmond, VA 23224
How I Find the Perfect Rental for My Clients: A Real Estate Pro's Guide
Finding the right apartment starts with three things: location, cost, and amenities. Get the insider perspective from a real estate professional on how to nail all three.
Showing Results 1-50, Page 1 of 4
Forest Hill, Richmond, VA Local Guide
How much does it cost to rent an apartment in Forest Hill?
| Bedroom | Average Rent | Cheapest Rent | Highest Rent |
|---|---|---|---|
| Forest Hill Studio Apartments | $1,340 | $954 | $2,327 |
| Forest Hill 1 Bedroom Apartments | $1,510 | $856 | $2,900 |
| Forest Hill 2 Bedroom Apartments | $1,665 | $1,020 | $4,315 |
| Forest Hill 3 Bedroom Apartments | $1,908 | $946 | $4,553 |
| Forest Hill 4 Bedroom Apartments | $1,088 | $710 | $3,300 |
Note: Properties with the Total Monthly Price badge include all required fees. Hover over the badge for details.
Browse Apartments in this Neighborhood
There are currently 151 rentals with your search options within a 2 mile radius of the Forest Hill Neighborhood of Richmond, VA.
See all Apartments in RichmondExplore Richmond
Forest Hill, Richmond, VA Local Guide
- Nearby Richmond neighborhoods
- Nearby Cities
- ZIP codes
- Local Counties
- School Districts
Most Pet Friendly Forest Hill Apartments for Rent
The apartment community in the Forest Hill area of Richmond, VA that ranks the highest in Pet Friendliness Lifestyle Score on ApartmentHomeLiving.com is The Jamestown with prices starting from $1,590 and a Pet Friendly score of 3.6 of 4. 1 West Cary Apartments scores the second highest with a 3.4 of 4 and has availability currently starting from $1,349. Here are the most Pet Friendly Forest Hill apartments for rent in Richmond, VA:
| Apartment Listing | Pet Rating | Neighborhood | Priced From |
|---|---|---|---|
| The Jamestown | 3.6/4 | Manchester | $1,590 |
| 1 West Cary Apartments | 3.4/4 | Monroe Ward | $1,349 |
| Parc View at Commonwealth | 3.2/4 | Monroe Ward | $1,150 |
| Monroe Park Towers Apartments | 3.2/4 | Monroe Ward | $1,399 |
| T and E Apartments | 3.2/4 | Carver | $1,195 |
| The Corner Lofts | 3/4 | Shockoe Slip | $1,185 |
Cheapest Pet Friendly Apartment Rentals in Forest Hill
The lowest priced apartment unit that allows pets currently in the Forest Hill of Forest Hill is the 2 Bedroom Townhome Model at Park Vue, which is a 2 Beds unit starting from $1,084. The second cheapest Forest Hill Pet Friendly apartment is the Byrd 1 Bed unit at Park at Forest Hill starting at $1,155. Here are the most affordable Pet Friendly Forest Hill apartments:
| Apartment Listing | Model Name | Priced From |
|---|---|---|
| Park Vue | 2 Bedroom Townhome | $1,084 |
| Park at Forest Hill | Byrd | $1,155 |
| 1209 Hull Street- Dogtown | 1 Bedroom / 1 Bath - 453sqft | $1,195 |
| Ashton Square Apartments | Lexington | $1,275 |
| The Corner Lofts | 1 Bedroom 1 Bath - 22274 | $1,300 |
| Alexander at 1090 | Volta | $1,391 |
| Link Apartments® Manchester | 1E | $1,457 |
| The Jamestown | A4 | $1,590 |
| One Canal Apartments | 1F | $1,596 |
| Monroe Park Towers Apartments | 2BR/1.0BA | $1,750 |
10 Hidden Costs of Renting You Should Budget for Before Signing a Lease
Avoid financial stress when renting. Learn about the 10 most common hidden costs—from pet fees to utilities—you must budget for before you sign a lease.
Read Article
The Ultimate Renter's Guide for Finding the Perfect Student Friendly Richmond Neighborhood to Rent
Learn about the best neighborhoods for student renters near Richmond Colleges and Universities by our Local Expert Richard Corrigan
Read ArticleReal Estate and Rental Term Glossary | ApartmentHomeLiving.com Renter University
From the letter A all the way to the letter Z, the Real Estate and Rental Term Glossary from the content team at ApartmentHomeLiving.com provides our visitors and shoppers with a little clarity and helpful guidance in navigating the real estate world through definitions and explainers for the top subjects and terms that someone may come across during the leasing, buying, or selling process.
Read Article
Quick Rent Budget Calculator
How much rent can you afford?
The common "Rule of Thumb" is that rent should be no more than 30% of your income. How much is that? Enter your monthly income and click "Calculate My Budget" to find out.
Let everyone know!
Do you know the Forest Hill area?
If you’re an expert on all things Forest Hill, tell us what you love (and don't) by rating it and writing a review.
Write a Review
Pet Friendly LifestyleForest Hill, Richmond, VA
Ranked #82
Among cities in Virginia for Apartment listings with Pet Friendly Amenities.
Pet Friendliness Lifestyle Score
4.0Pet Friendly
Best Local Schools in Forest Hill, Richmond, VA
Westover Hills Elementary School
Richmond City Public Schools
Public School - Grades PK-5 (375)
2 out of 10
Lucille M. Brown Middle School
Richmond City Public Schools
Public School - Grades 6-8 (606)
1 out of 10
School data provided by Great Schools
Frequently Asked Questions about Pet Friendly Forest Hill Apartments
What is the Cheapest Pet Friendly apartment in Forest Hill?
Currently the most affordable Pet Friendly Apartment in Forest Hill is at Belle Summit listed at $856.
How much is the average rent for a Pet Friendly Forest Hill Apartment?
The average rent for a Pet Friendly Apartment in Forest Hill is $1,617.
What is the largest Pet Friendly Forest Hill Apartment for rent?
Today's Pet Friendly apartment with the most square footage in Forest Hill is a 1,791 square feet unit starting from $1,195 at T and E Apartments.
What is the average size for Forest Hill Pet Friendly Apartments for rent?
The average size for a Pet Friendly rental in Forest Hill is currently at 739 sq ft.
Expert Rental Resources
The rental experts at ApartmentHomeLiving.com provide you with top advice, tools, and tips for understanding the leasing process and finding the perfect rental. Here are a few helpful rental and leasing articles from our experts to guide you on your search.
Helpful Local Expert Guides
Your Richmond Neighborhood Guide: Living Near the City's Top Employers
Written by: Richard Corrigan
Richmond is a beautiful place to live and work. The city has something for everyone—historic charm, trendy shops and boutiques, world-class restaurants and amazing urban parks and green spaces.
Explore The River City Like a Local: The Insider's Guide to Renting in Richmond, VA
Written by: Richard Corrigan
Welcome to Richmond! For those unfamiliar, it’s Virginia’s state capitol, a city with a long and rich history, and—some might say—Virginia’s biggest small town. There’s a lot to love about living here.
Your Guide to Picking the Perfect Richmond Neighborhood for Student Renters
Written by: Richard Corrigan
Richmond isn't always thought of as a college town, but there are actually several major colleges and universities here. One thing Richmond does get credit for—and rightfully so—is being a very neighborhood-friendly city.
A Local Expert's Guide To the Top Budget-Friendly Neighborhoods to Rent in Richmond, VA
Written by: Richard Corrigan
Richmond is rightly considered one of the best places to live on the East Coast. We love Richmond’s rich history, phenomenal culinary scene, unique art and culture, and its next-level parks and green spaces.
Articles, How-To's, and Tips
Pet-Friendly Renting: Everything You Need to Know Before You Move
Written by: Christine Leonard, Esq.
For so many of us, pets are the best companions and a big part of our lives. For this reason, a pet-friendly house or apartment is often a very important - and nonnegotiable - part of a move.
First Apartment Regrets: Real Renters Share What They'd Do Differently
Written by: Robin Stewart
Hindsight is 20/20. Live and Learn. With age comes wisdom. We’re familiar with all those expressions, and all of them apply to lessons first-time renters learn.
Renters Insurance 101: What It Is, What It Covers, and Why You Need It
Written by: Robin Stewart
Insurance seems to be a part of life. In some states, having insurance is the law, as is the case for automobile insurance. Renters are no exception.
Apartment Occupancy Rates: Renter Attraction vs Renter Retention
Written by: Robin Stewart
There’s a tenet in marketing about client or customer attraction and retention. Studies and data have consistently shown it costs less to keep a current customer than to attract a new one.