By Jenelle Etzel, January 12, 2026
In a real estate world that often rewards speed, optimism, and surface-level answers, Alyssa Isenstein Krueger offers something quieter and far more powerful: clarity.
In this episode of the Open House Podcast, Alyssa joins us to talk about what real client advocacy looks like when it’s grounded in honesty, education, and a deep understanding of houses themselves. Her approach is not flashy. It’s thoughtful, deliberate, and deeply rooted in care for the people she serves.
There’s No Magic House
One of the core ideas Alyssa returns to throughout the conversation is simple but challenging: there is no magic house.
For buyers it’s tempting to believe that the right home will eventually appear if you just wait long enough. Alyssa’s work starts by gently dismantling that myth. Instead, she focuses on helping buyers understand what their budget can realistically support, what tradeoffs may be required, and how to evaluate homes with clear eyes.
That kind of honesty can feel uncomfortable at first, but it ultimately empowers buyers to make decisions with confidence.
Clarity as an Act of Kindness
Alyssa believes that being clear upfront is one of the kindest things an agent can do. Setting expectations early, talking openly about repairs, costs, and limitations, and explaining how the process actually works allows buyers to feel informed rather than overwhelmed.
This clarity doesn’t just improve outcomes. It builds trust.
When buyers understand what they are walking into, they are better equipped to navigate competitive markets, evaluate risk, and choose homes that truly fit their lives.
Advocacy Beyond the Transaction
Because Alyssa works so closely with first-time buyers, she sees patterns others may miss. She understands where systems fall short and where policies don’t quite match reality. That perspective has led her beyond individual transactions and into advocacy at the city level.
Whether lending her voice in conversations about down payment assistance or helping policymakers understand the real costs of homeownership, Alyssa approaches advocacy the same way she approaches client work: grounded in lived experience and a desire to do the right thing for her community.
A Practice Built on Care
Alyssa doesn’t rely on traditional marketing. She doesn’t chase volume. Her business is built on relationships, referrals, and a reputation for showing up fully for her clients.
At the heart of her work is a belief that real estate is not just about buying and selling houses. It’s about helping people make informed decisions that affect their lives for years to come.
Clear is kind. And in this conversation, Alyssa Isenstein Krueger reminds us why that approach still matters.
Listen to the full episode of the Open House Podcast to hear Alyssa’s full perspective on buyer advocacy, education, and what it really takes to help people get home.
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
Read More
- jenelle@livingroomre.com
