Alex Deitch On How to Identify High-Impact Retail Locations

by Rebecca Fien

On behalf of Falcon Realty Partners, I recently sat down with our founder and managing partner, Alex Deitch, to discuss one of the most critical aspects of retail success—location selection. With over 20 years of experience acquiring and developing commercial properties across 26 states, Alex has built a reputation for pinpointing high-impact retail sites that drive growth. In this insightful conversation, Alex shares his proven strategies for evaluating locations, from understanding demographics and foot traffic to anticipating future trends.

Rebecca: Alex, you’ve helped countless retailers grow by securing high-impact locations. For those who don’t know you, you’re the Founder and Managing Partner of Falcon Realty Partners, and you’ve acquired and developed commercial real estate projects across 26 states. What’s the number one reason location is so important in retail?

Alex Deitch: Great to be here, Rebecca. In retail, the phrase "location, location, location" is more than just a saying—it’s foundational. A store’s site can directly affect its visibility, foot traffic, customer experience, and ultimately, its success. Even today, when e-commerce is strong, about 85% of retail sales in the U.S. still happen in brick-and-mortar stores. That tells you how critical physical presence is.

Rebecca: So when you’re scouting a location, what’s your starting point?

Alex: I usually begin with demographics. I ask, who is the target customer, and are there enough of them nearby? I want to know about population density, income levels, age ranges, and lifestyle patterns. For example, if a client’s concept is aimed at families, I look for areas with schools, parks, and child-focused services. If the brand appeals to young professionals, a downtown urban setting might be better.

Rebecca: That makes sense. How do you analyze the foot traffic and trade area?

Alex: After demographics, I assess trade areas—essentially the geographic zone from which a store draws most of its customers. I use tools like Placer.ai to understand foot traffic: how many people walk or drive past, and during what times. Is the area busier on weekends, or during lunch hours? These details help match the location with the brand’s operating rhythm.

Rebecca: You also look at the competition, right?

Alex: Definitely. If similar businesses are thriving nearby, it could signal strong demand. But too much overlap may mean saturation. I want to understand if we’re entering a healthy ecosystem or if we risk cannibalizing sales. On the other hand, if there’s little competition, I need to determine whether that’s a missed opportunity or a market with low demand.

Rebecca: What about co-tenants and anchors? How do those affect location strategy?

Alex: They play a big role. A strong anchor tenant like a grocery store or big-box retailer brings consistent traffic. That foot traffic benefits other stores nearby. I also look for synergy with co-tenants—businesses that attract the same customer base without competing directly. For instance, placing a smoothie shop next to a gym or a nail salon next to a boutique.

Rebecca: Let’s talk logistics—what makes a location practical beyond the data?

Alex: Accessibility and visibility are huge. Can customers easily enter and exit? Is the building clearly visible from the street? Are there safe crosswalks or transit stops? High traffic doesn’t help if it’s difficult to turn into the property or if the store is hidden. Good signage and ease of entry are often underestimated but crucial.

Rebecca: You also think about long-term growth, right?

Alex: Yes. I consider where the area is headed. Is the local population growing? Are new residential or commercial developments coming? What about changes in roads or transit routes? A good location today isn’t worth much if the area is declining or traffic gets diverted. I read local planning reports, talk to developers, and look at infrastructure trends to assess future viability.

Rebecca: You balance tech and hands-on experience. What tools do you rely on?

Alex: I use CoStar for property data and listings, Placer.ai for foot traffic, and GIS mapping for visualizing demographics and traffic flow. But tech only takes you so far. I always visit short-listed sites in person. I drive the area, watch traffic patterns, check visibility, and sometimes talk to neighboring property owners and neighboring retailers. That real-world check often confirms—or changes—what the data suggests.

Rebecca: Can you give an example of how all this comes together?

Alex: Sure. Say we’re helping a fast-casual restaurant expand in a new city. We’d identify neighborhoods with high daytime population and moderate-to-high income levels. Then we’d analyze foot and vehicle traffic near those zones and other retailers’ sales. Maybe we find a shopping center with a busy grocery anchor, solid weekday traffic, and an open pad site with a drive-thru option. We’d check the ingress, signage rights, and even see if any new apartment or large neighborhoods are planned nearby. After confirming the area has staying power, we’d present that site as a strong candidate.

Rebecca: What do your clients say sets you apart?

Alex: I think they appreciate the depth of analysis and the attention to detail and our success on finding the right sites for retailers. I don’t just email a list of sites and walk away. I stay involved—through negotiations, permitting, construction, and beyond. I’m proactive, communicative, and always aligned with my client’s goals. If something’s not right, I say so. And when it’s a green light, I help them move quickly and confidently.

Rebecca: Thanks, Alex. This was incredibly helpful for anyone looking to understand what makes a retail location successful.

Alex: Thank you, Rebecca. I love helping brands grow, and it all starts with smart, strategic site selection.

Choosing the right location isn’t just about data—it's about strategically aligning every detail with your brand’s unique needs. Alex Deitch and the team at Falcon Realty Partners blend sophisticated analytics with hands-on experience, ensuring retailers find sites positioned for long-term success. With Alex’s thorough approach and dedication to each client's vision, Falcon Realty Partners continues to lead the way in securing high-performing retail locations nationwide.