Greenstone Partners Transforms Brokerage Efficiency with Henry.ai
Greenstone Partners is a commercial real estate brokerage specializing in investment sales across diverse asset classes. Led operationally by COO Clarence Marsh, Greenstone operates with a mixed model, with ten 1099 independent contractor sales brokers supported by a lean internal marketing and transaction support team. Marsh’s mandate is to profitably grow the business. This is only possible if a scalable process allows Greenstone to maintain high-quality deliverables while aggressively expanding its sales force and deal volume.
The Challenge
Prior to adopting Henry.ai, Greenstone’s Broker Opinion of Value (BOV) collateral production was highly manual and time-consuming. While brokers provided underwriting models, Word documents, and examples of comparable deals, each new BOV required building intricate design files—often from scratch—in Adobe InDesign. Even with reusable templates, every document demanded significant manual layout work to tailor materials to a property’s specific details and nuances.
“It was a highly manual, bespoke process. Even if we borrowed elements from past projects, we’d still have to layer up an InDesign file for each deal,” Marsh explains. “That took a full day of designer time at best, but often several days depending on workload.”
Overflowing project volume meant the in-house designer became a bottleneck, limiting how quickly Greenstone could bring deals to market. This constraint not only hampered operational efficiency but also limited business growth. In some cases, brokers ‘self-censored’ project submissions because of lengthy production delays.”
The Solution
Greenstone adopted Henry.ai to automate its BOV workflow. Henry.ai’s platform ingests raw property data, financial models, and narrative content to rapidly assemble professional-quality marketing materials without starting from a blank design file each time.
“By adopting something like Henry, we can grow our support organization in a non-linear way,” Marsh notes. “We’re no longer adding support staff one-to-one with our sales team. We can keep scaling revenue without proportionally increasing overhead.”
With Henry.ai handling standardized and mid-level complexity deliverables, Greenstone’s in-house designer can now focus exclusively on highly customized OMs intended for broader audiences. This specialization eliminates the prior bottleneck and allocates the firm’s creative resources to their ‘highest and best’ use.
The Results
Since integrating Henry.ai into its workflow, Greenstone Partners has realized significant efficiency gains:
Dramatically Faster Turnaround: Materials that previously took a day—or sometimes multiple days—to prepare can now be generated in hours or even minutes.
Expanded Deal Pursuit: Brokers are empowered to pursue time-sensitive opportunities they previously avoided due to production constraints.
Scalable Growth Model: Greenstone can confidently expand its sales team without needing proportional increases in support staff or design capacity.
“We used to be limited by how fast a human could finish a project. Now, we’re limited only by Henry’s speed,” Marsh reflects. “That enhances our right to win new business.”
Through Henry.ai, Greenstone Partners has successfully shifted from a manual, capacity-limited operation to a scalable, technology-driven model—ensuring they can seize every market opportunity and continue their trajectory of growth without sacrificing quality or efficiency.
“We used to be limited by how fast a human could finish a project. Now, we’re limited only by Henry’s speed. That enhances our right to win new business.”
Clarence Marsh, COO at Greenstone Partners
