By Jenelle Etzel, March 2, 2026
In this episode of Open House, we sit down with Yonette Fine of Living Room Realty to talk about luxury, service, and what it really means to build a business rooted in relationship.
Yonette’s path into real estate was not accidental. After years immersed in family business and design, raising three children, and buying and selling property in the Bay Area, she made a conscious decision to step into something new and challenging. What she carried with her was experience, yes, but more importantly perspective.
From the beginning, she chose to grow her business through a small, intentional sphere: friends, family, and the people connected to them. That focus has remained consistent, even as her work has moved firmly into Portland’s luxury market.
Luxury Is More Than a Price Point
When people hear “luxury real estate,” they often think about square footage, finishes, or a specific number attached to the listing.
Yonette offers a more nuanced view.
Yes, there is a price threshold where market behavior shifts. Luxury properties move differently. Timelines change. Buyer expectations evolve. The statistics of the broader market do not always apply.
But beyond the numbers, luxury is also about elevation. Elevated finishes, expectations, and discretion.
And above all, elevated service.
Listening as Strategy
One of the defining themes of this conversation is listening.
Early in her own home buying experience, Yonette encountered an agent who truly paid attention. That agent noticed the details. She understood lifestyle. She anticipated needs before they were spoken.
That experience became a blueprint.
Today, Yonette meets clients in their homes. She observes how they live, listens for repeated phrases, pays attention to what matters most to them, whether it’s floor to ceiling windows that bring Portland’s green indoors or proximity to community.
Listening, in her view, is not passive. It is strategic.
It informs how she markets a property, how she prepares a home, and how she shows up in every interaction.
Two Steps Ahead
During the episode, Yonette shares a story about experiencing exceptional service on a flight. What stood out was not extravagance. It was attentiveness.
The staff anticipated needs without hovering. They were present without being intrusive. They delivered details before being asked.
That experience crystallized something for her: great service is about being two steps ahead.
In practice, that means:
-
Setting clear expectations from the first meeting
-
Communicating consistently
-
Sending updates before clients have to ask
-
Following through on every promise
Trust is not built in grand gestures. It is built in disciplined, daily follow through.
The Power of Thoughtful Gifting
Another theme that surfaces is intentionality.
Yonette believes gifting should never feel generic. It should reflect something a client shared, something meaningful that shows they were heard.
A thoughtful detail often resonates more deeply than an extravagant one. And those small moments, remembered years later, are what generate referrals and lasting loyalty.
Community as a Luxury Asset
Though Yonette works in the luxury space, her approach is grounded and relational.
Status and titles hold little weight in her world. She meets people as people. That ease creates comfort. And comfort builds trust.
Her advice for agents who want to grow into luxury is straightforward:
-
Get out into your community
-
Know your neighborhoods deeply
-
Build authentic relationships with other agents
-
Avoid the hype and focus on your craft
Luxury, in Portland especially, is deeply local. Understanding micro markets, building strong co-op relationships, and staying connected to community are essential.
What She Hopes Clients Say
When asked what she hopes clients say after working with her, Yonette’s favorite feedback is simple:
“It was so easy.”
Ease, in this context, is not accidental. It is the result of preparation, communication, and care.
It is the result of someone who listens, anticipates, and delivers.
This episode is a reminder that luxury is not about exclusivity. It is about excellence, being fully present, and about knowing your market and honoring the trust placed in you.
At Living Room Realty, we believe community and elevated service are not opposites. They are partners.
And in Yonette’s work, we see how those values come to life every day.
Listen to the rest of the Open House – Everyday Excellence Podcast here.
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