By Jenelle Etzel, September 22, 2025
Generational wealth in real estate starts with knowledge, community, and the courage to take the first step toward ownership.
In this episode of Open House: Everyday Excellence, Karim talks with Jessica Ward. Her journey shows how real estate can create stability, opportunity, and long-term change. She proves that success in this industry comes from purpose, not pressure.
From Event Work to Real Estate
Jessica began her career in event planning and modeling. Both roles required hustle and creativity. In 2020, she bought her first home. Two weeks later, the pandemic shut her industry down.
That sudden loss forced her to pivot. She already knew the steps of buying a home—credit repair, down payment assistance, and inspections. Because of this knowledge, she saw an opening. Real estate could be both a career and a calling.
Three Questions That Guide Her
Jessica grounds her work in three questions:
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How many people can I guide to homeownership?
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How many doors do I need to own for financial freedom?
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Can I create generational wealth through asset preservation?
These questions serve as her compass. They remind her that real estate is about more than sales. It is about community impact, security, and opportunity.
Knowledge Creates Power – Real Estate and Community Empowerment
Wealth is not only about buying property. Holding on to assets and using them wisely matters just as much. Rental income and long-term planning create stronger foundations for families.
For this reason, Jessica teaches free first-time homebuyer classes. Participants don’t have to work with her. Her goal is to spread information as widely as possible. When more people understand the process, entire communities benefit.
Redefining Good Business
For Jessica, good business means fairness. She believes a deal is only successful when everyone feels respected. Sometimes that requires advising a client to walk away. Clear guidance today prevents regret tomorrow.
Her work also connects to a larger movement. Her cousin, Tiffany Ward, became the first African-American woman developer in Vancouver, Washington. Together, they show how real estate can build equity not only in homes but also in opportunity.
Lessons for Agents and Clients
Jessica’s story offers a roadmap for both agents and buyers. Agents can learn the value of staying true to their “why.” Clients can see the difference it makes to work with an agent focused on service, not sales.
Her core belief is simple. Real estate is more than transactions. It is a tool for empowerment, education, and lasting impact.
Listen Now
Hear the full conversation with Jessica Ward on Open House: Everyday Excellence. Available on Spotify, Apple Podcasts, and all podcast platforms.
Jenelle Etzel
President & Owner, Licensed Broker OR
She/Her
What does being lead singer and guitar player in a female punk band have in common with starting a real estate company in the middle of a recession? Not many people can answer that question. But when you ask Jenelle Isaacson Etzel founder and CEO of Living Room Realty, there’s no hesitation; where most would see a chasm, she sees a bridge.
For Jenelle, it’s all been about finding a voice—the singular and irrepressible expression of self. Once a quiet, studious, high-school girl growing up in Portland, Jenelle started a punk band after college. She played guitar, wrote cathartic songs, performed, and traveled across country while living out of a van. All that seems light years from the present moment--owning a successful, growing company; serving on boards of civic and philanthropic organizations; enjoying family life with her two young daughters and long-time partner. Still, she uses the same voice now that began to emerge on stage years ago.
Whether it’s business or music, “It’s important to know what your voice is. If it’s true, it will resonate.” Jenelle’s voice, her truth, is about being brave enough to take action without apology, being heard without being exploited, to be energized, constantly problem-solving and refining her skills in the pursuit of building a purpose-driven company. All this requires risk-taking. She’s learned the hard way that she can’t fix everything and that not everyone will share her vision. But even as she explains the difficult choices she’s faced, Jenelle radiates joy.
“It’s never okay to play small,” she says with conviction. And this, more than anything, is what she strives to impart to other women, empowering them to pursue their passion whole-heartedly and to be leaders who speak with their own unique, unapologetic voice.
Living Room Realty, founded in 2009, offers residential, commercial, and property management services. Living Room ranks in the top 15 real estate companies in Oregon, with more than 110 affiliated broker-agents. For more information, visit www.livingroomre.com.
Noted Achievements: First west coast real estate office to receive B Corp status • Top Workplaces, 2014-2016 • 100 Best Workplaces in Oregon 2017 • 100 Best Green Companies 2017 • Oregon Business in Ethics Awards in 2014 • Jenelle has been featured in The Portland Monthly, Oregon Business, and REALTOR® Magazine • Portland Business Journal 40 under 40 Business Leaders • Board of Directors, Rock n Roll Camp for Girls, receiving 2015 award for creative philanthropy • Board Member, Entrepreneurs’ Organization Global Network, Portland chapter • Orchid Award recipient for Business and Civic Contributions • Guest speaker: OPB’s Think Out Loud, Investor Beat, Cascadia Green Building Council • Advocate speaking on behalf of Benefit Corporation legislation with Oregon Secretary of State, Kate Brown
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- jenelle@livingroomre.com
