Abstract: The present invention provides a Lease/Rent Optimizer (LRO) for helping property management companies to forecast and analyze market demand and unit availability, as well as to set leasing agreements based on dynamically measured consumer demand. The LRO takes into account customer preferences, market conditions, and competitive behavior. The system optimally applies user-defined business rules to provide market-specific flexibility in combining base rents and concessions to consumers. By forecasting demand for different unit types and lease terms, then using those forecasts to ensure that inventory is optimally positioned to satisfy demand, the LRO is designed to enhance overall revenue contribution from new and renewing leases. Conversely, these features benefit customers by helping them find the unit types and lease terms they need when they need them by better matching rental unit supplies to demand.