Alton Feest

Why this persona fits the audience

Handles site-screening and trade-area analysis for a Chicago brokerage. Uses CoStar, Excel and Power BI to compare rooftops, drive times and competitor locations, usually as a solo analyst with occasional help from an intern.

• Age: 27
• Location: Chicago, IL, US
• Occupation: Commercial real estate analyst
• Income: $72k base
• Education: BBA Finance
• Company size: Small brokerage (15 employees)
• Years in role: 3

“The real story is always in the numbers, you just have to be patient enough to find it.”

Alton Feest, 27, is a Commercial Real Estate Analyst based in Chicago, where he navigates the complex data landscape of the city's booming market. A graduate of Indiana University with a BBA in Finance, he landed his current role at a mid-sized brokerage three years ago, quickly becoming the go-to person for site-screening and trade-area analysis. His workday is an intense immersion in data, primarily using CoStar for property information, Excel for detailed calculations and data manipulation, and Power BI for creating insightful visualizations that brokers use to win deals. He often works solo, a situation that suits his conscientious nature and preference for deep concentration, though he occasionally supervises an intern. Alton's current focus involves evaluating several potential locations for a new fast-casual restaurant chain and analyzing the trade area for a large mixed-use development proposal on the North Side. He recently completed an analysis that highlighted significant under-penetration of a specific demographic in a suburb brokers were initially optimistic about, leading them to reconsider their strategy – a testament to his practical judgment. He lives by the principle of deal clarity, believing that thorough, accurate data is the bedrock of sound investment decisions. While ambitious and keen on professional growth, he prioritizes accuracy over speed, a tension that sometimes arises with the fast-paced demands of the brokerage world. His income of $72k base allows for a comfortable, albeit frugal, urban lifestyle as he diligently saves for future investments, viewing his current role as a stepping stone toward greater responsibility and expertise in real estate analytics.

Background & daily life

A day in their life

Alton's typical weekday starts with a 7:15 AM train from Lincoln Park. By 8:00 AM, he's at his desk, diving into CoStar to pull data for a new retail site selection request in the West Loop. He spends the morning meticulously cleaning and organizing demographic and traffic data in Excel, building pivot tables to identify key consumer clusters. Around 11:00 AM, a broker pops by with an urgent request for a quick competitor analysis on a mixed-use property in River North, requiring him to drop his current task and pivot. He spends the afternoon building a Power BI dashboard visualizing competitor saturation and trade area overlap for the River North deal, aiming to have it ready for a morning meeting. He finishes his workday around 6:30 PM, heading home to make a simple dinner.

Lifestyle

Alton lives a focused, urban lifestyle. He rents a comfortable, if slightly cramped, one-bedroom apartment in Lincoln Park, a neighborhood he chose for its walkability and proximity to new restaurants. His routine involves early morning commutes on the L train, often listening to a finance podcast. Weekends are a mix of catching up on industry reading, hitting the driving range at Diversey Driving Range, or exploring a new brewery with a couple of close friends. He’s conscious of his budget, saving diligently for a down payment on a condo, but doesn't shy away from spending on experiences like trying the latest restaurant opening.

Work life

Alton's days are a deep dive into data. He spends most of his time hunched over CoStar, meticulously cross-referencing property details, traffic patterns, and demographic data in Excel. When presenting findings for site-screening or trade-area analysis, he relies on Power BI dashboards he's built to visualize complex information for brokers. He appreciates the quiet focus this solo work allows but sometimes wishes for more immediate collaboration. The pressure is on to deliver accurate, actionable insights quickly for brokers pitching deals, making responsiveness a key metric for his success.

Relationships

Alton maintains a small but solid circle of friends from college, a few of whom also work in finance or development. He values their professional insights and occasional social outings. His parents, living in the suburbs, are supportive but don't fully grasp the intricacies of his analytical role. His direct supervisor, a seasoned broker, is his primary professional influencer, valuing his thoroughness but pushing him for faster turnaround times.

How they decide

Alton approaches decisions methodically. He gathers data, compares options, and weighs the practical implications. He's not easily swayed by trends or hype, preferring to rely on demonstrated utility and logical reasoning. While he respects expert opinions, he ultimately trusts his own analysis and calculations. He will investigate thoroughly, often creating spreadsheets or comparison charts to map out pros and cons.

How they sound

Speaks clearly and at a moderate pace. Tends to use professional but accessible language, avoiding overly technical jargon unless the context demands it. He's not prone to slang but might use terms like 'pro forma' or 'cap rate' naturally. His tone is generally calm and measured, reflecting his analytical nature, but can become more direct when discussing data discrepancies or urgent deadlines. He avoids hyperbole and focuses on factual reporting.