CHICAGO—The city of Chicago has become far more popular withyounger, tech-savvy and creative workers who increasingly rejectthe suburban lifestyle in favor of the downtown's amenities andnightlife. And a new brokerage firm called Idealty RealEstate has just opened for business with the aim ofserving this key demographic.

Idealty will initially focus on residential brokerage indowntown neighborhoods including Wicker Park, Logan Square, theWest Loop, River North, Lincoln Park and Old Town. It will alsooffer commercial brokerage and development services.

“Real estate is inherently rich in information and visuallybeautiful, but the business side of the industry has always been abit of a late adopter of change, particularly in terms of thecreative aspects of marketing, web design and social media,” saysPreston Jones, co-founder and director ofoperations for Chicago-based Idealty. “It's pretty homogenous howlistings, neighborhood data and even agents are presented on mostbrokerage websites. We saw an opportunity to marry our team'screative energy and capabilities with the brokerage world, andpresent real estate solutions in a fresh and aestheticallysophisticated way that's unlike anything else in Chicago.”