Meet Cheryl
She Found Her Calling in 2004. Forty-Four Projects Later, It Hasn't Changed.
Cheryl Firby is the managing broker and owner of Alpine Realty. She is a developer, an investor, an educator, and one of the most experienced hands-on real estate practitioners in the Boulder market. Her clients come to her because she has done the work herself, and knows exactly how to help them do it too.
How She Found Her Calling
In 2004, She Bought Her First Property With a Plan to Transform It.
In 2004, Cheryl Firby purchased her first property in Boulder with a specific intention: to redevelop it. She had been drawn to real estate for years through a love of interior design, architecture and a pull towards the process of improving spaces — the idea that something neglected or underperforming could be taken apart and rebuilt into something functional, beautiful, and genuinely worth living in.
That first property confirmed what she suspected. “I knew at that point I had found my calling.”
At the time, she was working in a corporate role at IBM but felt pulled toward something more hands-on and fulfilling. Going through the process of purchasing and rehabbing her first property brought that into focus, giving her a clear sense of the kind of work and life she wanted. Real estate offered exactly that — combining her interest in projects and development with a genuine desire to help others achieve their goals.
She obtained her license in the fall of 2004. Her first marketing campaign involved three hundred mini pumpkins from Munson's Farm, dropped by hand onto front porches throughout the Newlands neighborhood. The one listing she secured from it — on Sixth and Evergreen — received ten offers and sold $200,000 over asking.
She learned quickly that Boulder real estate moves fast. She decided she was built for it.
Who She Is
Drawn West by the Mountains, She Found Her Path in Boulder
Cheryl came to Boulder in 1997 from the Detroit area, drawn by the mountains and by CU. She was a competitive ski racer through high school, placing in the top 10 in the state of Michigan, and Colorado was the only place that made sense. From the moment she arrived, Boulder felt like home. That feeling has never left.
She graduated from CU with two degrees: a BS in Business/Information Systems and a BA in Environmental Studies. She interned at IBM's Printing Systems Division while in business school, and IBM hired her when she finished. She worked there for a few years, until she shifted course and pursued an entirely different vocation in real estate.
“That decision would forever change my life's trajectory.”
She has been in this market for more than two decades. She cannot imagine being anywhere else.
Her Approach
She Teaches. She Advises. She Advocates.
For Investors
She brings the perspective of someone who has structured dozens of deals for her personal projects, evaluated hundreds of flip and income opportunities for her clients, and developed a precise fluency in the variables that determine whether an investment performs. Cash flow potential, ARV, renovation cost assessment in various markets, deal structure, private lending — she understands all of it from the inside.
For First-Time Buyers
Cheryl particularly enjoys working with first-time buyers. Her goal is to ensure clients leave with more than just a home — they gain a framework for using real estate as a tool to build financial stability. She encourages practical, creative ways to unlock a property's potential, whether monetizing a space to offset mortgage costs or building equity, all grounded in a broader focus on financial education.
For Primary Residence Buyers & Sellers
Every purchase is shaped by her background as an investor and developer, guiding how she evaluates value, risk, and long-term potential. Sellers benefit from that same perspective, as she identifies opportunities to enhance a property in preparation for sale. With a high standard of care, elevated marketing, and data-informed pricing strategy, she positions every listing for maximum exposure and the strongest possible outcome.
What Clients Say
Consistently 5.0 Rated
“Cheryl has been our realtor for 4 different house sales and purchases, great market knowledge and great at negotiating and winning contracts. Would highly recommend!”
“Cheryl was amazing to work with from start to finish! She is very knowledgeable and walked us through every step of the home buying process. She was always available for any questions that came up and gave her honest opinion which was really appreciated. Buying a home could have been a stressful process, but she made it very easy and stress free!”
“Cheryl brings a sharp mind and calm presence to navigating potentially challenging choice points and conversations which allowed me to listen more deeply to myself. She excels at educating about the housing market (she knows the Boulder market inside and out!) remodeling, market equity, and creative ways to help me envision how to fulfill my home dreams. She has a wellspring of contacts that she generously shared to support me with my initial home repair list. She's quick to respond and brainstorm. Cheryl offered options for me to consider, expanding my mind of what's possible, but never forced an agenda. I highly recommend Cheryl as an agent.”
Who She Is Outside the Office
Ask Her What She Cares About Most. The Conversation Moves Quickly to Animals.
She has a deep appreciation and respect for all animals and has been rescuing dogs for more than 25 years. She has a particular soft spot for seniors and animals with special needs, understanding they are often the most overlooked and in need of care.
In 2022, she adopted Margie, a twelve-year-old deaf Border Collie, and shared two meaningful years with her. She believes those were the best years of Margie's life, a memory she holds as something genuinely rewarding. She is currently the caretaker of Benny, a 15-year-old special needs Border Collie.
She has also volunteered with Greenwood Wildlife Rehabilitation Center, caring for orphaned and injured raccoons, squirrels, birds, and other small mammals, as well as with the Longmont Humane Society. Her lifelong dream is to run an animal rescue of her own — preliminary plans already in place.
She talks about animals the way she talks about her clients: with total seriousness, and obvious care.
Start Here
The First Conversation Is Worth Having Early
Whether you are buying your first property, looking for your next investment, or getting ready to sell — talking to Cheryl before you make decisions is a worthwhile use of your time. She is direct, honest about what the market will and won't support, and brings more than two decades of real, hands-on experience to every answer she gives.
She takes on a limited number of clients at a time. If you are thinking about Boulder — or anywhere in the Denver metro — this is a good place to begin.
Cheryl Firby
Managing Broker & Owner, Alpine Realty
- Boulder resident since
- 1997
- Licensed
- 2004 — 22 years in Colorado real estate
- Education
- BS, Business/Information Systems — CU Boulder BA, Environmental Studies — CU Boulder
- Redevelopments
- 44 homes and multifamily buildings (2008–2023)
- Transactions closed
- 325+
- Average sale price
- ~$1.25M
- Rating
- 5.0 — 20 reviews
- Association
- BOLO Realtors (Boulder Longmont Realtor Association)
Service Area
Boulder · Denver Metro · Louisville · Lafayette · Niwot · Longmont and surrounding communities