"Any time we spoke with a broker, no matter how long that personhad been in the industry, the majority of recommendations onpurchasing a property or leasing a space or breaking ground werebased on gut instinct rather than hard facts," Bryant Colman, EdgeCommercial's president, tells GlobeSt.com.

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"Instead of making forecasts or suggestions on gut instinct orby looking in a rear-view mirror, we're using scientific approachesin where real estate is headed."

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The shop has opened in a 6,000-sf office at Pima Center Parkway.Edge Commercial's staff has access to proprietary and analyticalsoftware called "Property Informatics" or PI. The software collatesinformation, models and schematics to help brokers and clients makereal estate decisions based on scientific statistics, which is whyColman and [IMGCAP(2)]fellow founders CEO William F. Becker, ChiefTechnology Officer Shaung Liu and broker Robert Burnand decided totarget medical and healthcare properties for PI's firstinitiative.

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Colman says it's easy to point to measurable statistics toformulate strategy when it comes to healthcare real estate."Healthcare follows trends that are similar to retail," heexplains. "It's driven by demographics. It follows rooftops."

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Aging Baby Boomers and their moves to Sunbelt states means "theneed for quality healthcare buildings is huge," Colman says. "It'sa great asset class."

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The company's goal is to close about $1.5 million intransactions and leases during the remainder of this year. Colmanis optimistic that the team can boost the volume to $3.5 million to$4 million in 2009.

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Colman says the plan is to build a consulting and advisory sideat the same clip at which it is building the brokerage division.Once the product has been tested on healthcare real estate, Edge'sfounders plan to roll it out to office, then to industrial product,with retail following a distant fourth. "Retail is thesophisticated area of real estate that's done a pretty good jobbecause it looks at traffic counts, household income and otherstatistics to make the decisions," he adds.

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Colman says the firm plans to take the show on the road, withother parts of Arizona and New Mexico in its sights in the nexteight to nine months. And from there, it could be expanded to othermarkets too.

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