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Why Proprietary Data Is Emerging as the Ultimate Competitive Edge in CRE
CREtech
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Artificial intelligence and advanced data strategies are redefining the commercial real estate landscape — but according to speakers at CREtech New York 2025, the real advantage belongs to firms that go beyond off-the-shelf tools and harness their own internal data ecosystems.
Mainstream Tools Meet Real-World Use Cases
AI platforms like ChatGPT are already finding practical applications across the industry. Stephen Yalof, President & CEO of Tanger, shared how he used the tool to streamline retail leasing research. When evaluating a shopping center acquisition in Kansas City, Yalof asked ChatGPT to identify retailers that typically appear in Tanger properties but were absent in that market.
“The result was a list of 25 retailers — work that would have taken weeks,” Yalof said. “It gave our team a head start on outreach.” The example underscored how even publicly available AI tools can reduce manual tasks and accelerate deal-making.
Blending Automation With Human Expertise
For Andrew Holm of Ares Management, the next step is integrating automation with human decision-making. Describing a self-storage acquisition with 65,000 tenants, Holm explained how a team of 15 data scientists continuously refines pricing at the unit level — proving that automation can unlock precision in large, complex portfolios.
Yet, Link Logistics CEO Luke Petherbridge reminded attendees that technology only succeeds within the right culture. “Hire great people and let them do great things,” he said. “Give them freedom within boundaries to push, fail, and drive.”
The Power of Internal Data
While AI adoption is widespread, Holm emphasized that proprietary internal data is what separates leaders from followers. “Every large firm has access to the same third-party data,” he said. “It’s the internal data that’s really important.”
He noted that Ares has become increasingly vertically integrated, leveraging internal insights to enhance operations, optimize assets, and understand customers at a granular level.
The Takeaway
As CRE embraces AI and data-driven strategies, panelists agreed that the future belongs to firms that combine cutting-edge automation with human intelligence and unique, in-house data assets. The result? Smarter decisions, faster execution, and stronger relationships with tenants and investors alike.
