How do you actually use real-time rent data day to day?

The value isn't the comps — it's catching concession creep two to three weeks before your PM would report it. That early-warning window is the entire ROI.

Wire it into two specific decisions: renewal pricing (pull back the moment a competitor starts giving a month free) and new-lease pricing on your hardest-to-fill floorplans. If you're just glancing at a dashboard, you're paying for data you're not acting on. Make it trigger a decision or cancel it.