BOULDER COUNTY
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Cheryl
Firby
Ahead of Her Game
Strategic Insight. Genuine Care. Real Estate with Purpose.
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In 2005, her first listing on 6th & Evergreen drew 10 offers and sold $200,000 over asking. Right out of the gate, Cheryl Firby proved something that would define her career: she doesn’t sit back and wait for opportunity—she creates it.
“I very quickly learned that real estate in Boulder moves fast and is not for the faint of heart. I was up for the challenge,” she says.
More than two decades later, that instinct hasn’t changed. Now in her 22nd year in real estate and the Broker/Owner of Alpine Realty, Cheryl has built a reputation for being highly organized, deeply strategic, and—according to her clients—consistently “two steps ahead,” anticipating challenges before they arise.
As a full-service REALTOR®, she has her finger on the pulse
of the market, with a business that is both investor-savvy and committed to her sellers. She genuinely loves marketing and preparing a home for sale— bringing out its best features and making sure it shines. A natural perfectionist, Cheryl pays close attention to detail, knowing a buyer’s first impression is often the most important.
That ability to think ahead didn’t just show up overnight. It was built over time through a willingness to lean in when others pulled back.
Midwest Roots
Originally from the Detroit area, Cheryl moved to Boulder in 1997 and never looked back. “I grew up as a competitive ski racer. The mountains were what drew me to Colorado.” Cheryl started on the developmental ski team at the University of Colorado.
I look at the whole picture and want to set my clients up for success.”
“I realized after a few months that I didn’t want my entire college career to revolve around racing.” So she joined the Wednesday night “Nighthawks” racing program at Eldora instead. “It was me and a bunch of guys with long hair, which was more my vibe,” she laughs.
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In the process, she fell in love with Boulder. “It never ceases to amaze me how beautiful this place is.” Even now, driving up 9th Street and seeing the Flatirons at Chautauqua still stops her. “It gets me every time.”
Cheryl earned two degrees from the University of Colorado— Environmental Studies and Business with an Information Systems focus—and interned at IBM before stepping into a corporate role. But something didn’t click.
“I was looking for more creativity, autonomy, and I wanted to help people,” she says. Real estate offered all of that. A mentor in Boulder helped solidify her decision and gave her the confidence to make the leap.
Driven By Purpose
Around the same time, she became interested in wealth building—how people can create financial independence without relying on family wealth or external advantages. A pivotal moment came when a friend gifted her Rich Dad Poor Dad by Robert Kiyosaki, introducing her to the principles of building wealth through assets. “Real estate was the answer,” she says. “I wanted to apply those principles in my life and help others do the same.”
She didn’t just study it—she acted on it. In 2007, Cheryl founded Alpine Realty just as the market shifted into the Great Recession. When others hesitated, she pivoted into investing and identifying undervalued opportunities in the Denver Metro market. With a mentor’s guidance, she scaled her development business. “I learned how to evaluate everything—renovation costs, after-repair value, and
profit potential,” she says. “That experience shaped how I approach every transaction.”
Today, Cheryl is known for bringing an investor-minded lens into every deal. Whether working with seasoned investors or first-time buyers, she helps clients think beyond the surface. “I want people to understand what they’re buying,” she says. “I’m not easily wowed by pretty finishes—I look at the whole picture and want to set my clients up for success.”
That mindset carries into every part of her business. Even when working with sellers—something she particularly enjoys—Cheryl takes a thoughtful, strategic approach. She’s direct, honest, and detail-oriented. “I don’t overinflate a property’s value
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Giving an older dog a wonderful last chapter is incredibly rewarding.”
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just to get a listing,” she says. “I’d rather be upfront and set people up for success.”
Today, she does exactly that— using real estate as a tool to help clients achieve their goals and long-term dreams. Her passion for helping others is evident and inspiring. “When people are starting out in real estate investing, I ask them, ‘What is your ‘why’?’” Cheryl explores what is driving their vision beyond enhancing their own lifestyle. “It’s different for
everyone,” she notes. “Identifying that ‘why’ can ignite a passion, help things unfold and manifest into reality.”
Must Love Dogs
Ask Cheryl what her purpose is and her answer is simple: “Animals,” she says. She has rescued numerous dogs, with a special place in her heart for seniors and special needs animals—the ones most people overlook.
“Everyone wants the younger dogs,” she says. “But giving an
older dog a wonderful last chapter is incredibly rewarding.”
One of the dogs she recently adopted, a deaf 12-year-old border collie named Margie, left a lasting imprint. “It’s an honor to care for them,” Cheryl says. “Even if it’s for a shorter time.”
Her compassion doesn’t stop there. Cheryl has volunteered at Greenwood Wildlife Rehabilitation Center, helping care for orphaned and injured squirrels, raccoons, and birds. She also is a former volunteer with Longmont Humane Society, and continues to support animal rights organizations.
Her long-term dream is to open an animal rescue, which she has preliminary plans for.
And then there’s the side of Cheryl most people don’t expect: music. A lot of it. She has attended over 425 Phish concerts since the mid-’90s, traveling across the country and building a tight-knit community along the way.
“The music is powerful and it’s a beautiful thing to be a part of.” she says. “It’s also about connection and self-expression.”
And maybe that’s the thread that ties it all together: connection, intention, and forward motion. Cheryl is grounded, thoughtful, and always thinking ahead—not just for herself, but for the people she serves. Two steps ahead. Right where she’s always been.
Cheryl Firby cheryl@alpinerealty.co (303)956-5470 alpinerealty.co