PurposeDuring the height of the financial/credit crisis of 2008, the US Internal Revenue Service issued temporary guidance that permits REITs (real estate investment trusts) to retain cash and pay “effective stock dividends” through 2009 to meet their income distribution requirement. The purpose of this study is to investigate the policy implications of this guidance on shareholders' wealth and the intra‐industry effects for non‐event, rival REITs when event REITs announced elective stock dividends.Design/methodology/approachThis study identified the announcements of the Revenue Procedures 2008‐68 and 2009‐15 and subsequent six equity REITs announcing the distribution of effective stock dividends in the first quarter of 2009. To assess their implications, this study adopted the event study methodology and multivariate regressions to examine the REIT price reactions and their distribution to the Revenue Procedure announcements and to the elective stock dividend announcements, respectively.FindingsThe Revenue Procedure announcements have positive wealth effects on the entire REIT market and REITs with higher leverage enjoy larger abnormal returns. During firm stock dividend announcement windows, non‐event, rival REITs have higher positive price reactions when the event firm and the non‐event firm are not alike and their returns have a low correlation coefficient, when the event firm has a large negative abnormal price reaction, and when the event firm pays cash/stock dividends in the mixture of 40 percent:60 percent, instead of 10 percent:90percent.Practical implicationsThe results will help REIT investors to make better decisions. This study produces important implications for investors to pick REITs which are likely to experience higher returns at periods of turmoil when announcements about dividend policy changes are expected.Originality/valueTo the best of the authors' knowledge, this is the first study looking into intra‐industry effects of REIT dividend announcements and the policy implications of the elective REIT stock dividends permitted by the US Internal Revenue Service. The results of this study show that the informational signals associated with these announcement events are rich and have intra‐industry implications on REIT share prices.