Abstract: A method for evaluating a parcel of real estate includes recording a location and intended use of the parcel, generating a geocoded graphic of an area including the parcel, and defining a trade area. Boundaries of the trade area are demarcated on the graphic, and databases are accessed to determine characteristics of the trade area. The characteristics are processed into an objective score. A customized report is generated including the score and an analysis of the characteristics, and is displayed on the computer in a downloadable format. A server for generating the report includes a computer-readable medium, a processor, and an algorithm. The algorithm records a location and intended use of the parcel on the computer-readable medium, determines a trade area, accesses data sources to determine a set of trade area characteristics, and processes the characteristics using the processor to calculate an objective score based on the intended use.