By Jenelle Etzel, October 6, 2025
We’re back with another episode of Open House: Everyday Excellence, a podcast from Living Room Realty that explores how real estate agents can do their work with heart, skill, and creativity.
In each episode, we sit down with agents who are reshaping what it means to serve clients well. We talk about the practices, the challenges, and the lessons that help us grow both as professionals and as people.
🎧 Episode 4: Storytelling Through Persona Marketing with Lydia Hallay
This week’s guest, Lydia Hallay, believes that every home has a story. She shows us how important it is for agents to tell that story in a way that connects with people.
Instead of relying only on the basics like square footage or the number of bedrooms, Lydia goes further. She gives her listings names, creates playlists, stages with intention, and even brings fresh flowers. All of these details create an experience that allows buyers to picture their lives in the space.
In this episode, Lydia shares:
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How persona marketing makes homes feel alive and memorable
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Why talking with sellers about what they love helps attract the right buyers
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Ways to build anticipation by pulling back the curtain on your process
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How authenticity and joy set you apart in a crowded market
Who It’s For
This episode is for agents who want to move past the pressure of “selling” and instead focus on building stronger connections. If you have ever struggled to make your marketing feel authentic, or wondered how to bring more of your personality into the work, Lydia’s approach offers both inspiration and practical steps.
Why It Matters
Real estate is about more than transactions. It is about trust, imagination, and belonging. When we treat each home as a story worth telling, we help buyers and sellers feel seen and understood. We also create excitement and confidence about what comes next.
Lydia reminds us that joy and creativity are not extras. They are tools that can elevate your practice and make your work stand out. As she says: “Stay human.”
Listen Now
Episode 4 is live. You can find it on Spotify, Apple Podcasts, or anywhere you listen. Search for Open House: Everyday Excellence and start with Storytelling Through Persona Marketing with Lydia Hallay.
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
