We did end up pursuing higher rents than what was "market", unsuccessfully. By setting a lower rent, it meant that a lender or potential buyer would underwrite

We did end up pursuing higher rents than what was "market", unsuccessfully. By setting a lower rent, it meant that a lender or potential buyer would underwrite that income, resulting in significantly lower valuations, making the magnitude of the economics worse. But holding out for higher rents pushes out the business plan and increases the risk of the deal (ie your loan matures and you had no leases in place) If you can hit the same 10% return on 20% lower revenue... you can attract more capital and execute with a better measure of risk. My point was that the I of ROI increased substantially and we needed to try to hit the rate R of ROI.