According to Richard Rhodes, Cresa's CEO and a managing principal, Cresa has established an aggressive business plan for Portland, with the addition of 10 professionals projected within the next two years and 30 upon the firm's maturation. "In short order, we expect to be the preeminent, pure tenant rep firm in the Portland area with a platform that only represents tenants, not landlords, and thereby avoids conflicts of interest," said Rhodes. "There is significant demand for our service model here, and we are already working with multiple clients to meet their requirements locally and beyond." Heaton, a former senior director at Cushman & Wakefield with 22 years of industry experience, was drawn to Cresa because of its tenant rep model, noting that traditional real estate firms can be compromised in serving the best interests of organizations in the region since they have a fiduciary obligation to their landlord clients. "We are already filling a great void for pure tenant advocacy in this area and see enormous opportunities for growth," said Heaton, a licensed principal real estate broker. Heaton previously worked at Fischer & Company and as a development partner with Pananttoni Development Company.