I
n a bygone era, before the advent of digital tools that empower landlords to set prices with precision, leasing associates at real estate companies were often dispatched on a mission. Brian Lerman, a seasoned real estate partner at Goodwin Procter LLP, remembers those days vividly. He had spent time in-house at a prominent real estate firm, where the process was far more labor-intensive and reliant on human intuition.

    As he reflects on that period, Lerman notes that leasing associates would be tasked with gathering market data, crunching numbers, and making informed decisions about pricing strategies. It was a manual, time-consuming process that required a deep understanding of local markets and a keen eye for detail.