Categories: B-Corp Interviews

5 Questions with B-Corp Innovator Jenelle Isaacson

Jenelle Isaacson, owner of Living Room Realty

As our B Corp interview series comes to a close, we’re excited to end the series on a strong note for businesses that decide to file as Benefit Corporations by featuring Jenelle Isaacson, owner of Living Room Realty in Portland, Oregon. Living Room Realty has the distinction of being the first real estate company in Oregon to become B-Corp certified and today, we spoke with Jenelle about how she hopes Benefit Corporations will be the future norm for business and how her company believes in building both business coupled with community – “one great neighbor at a time.”

1) How did you get started with your company?

I was getting ready to have a baby and wanted to leave my current office anyways so I could have my own place I could easily bring my baby in if I needed and have control over the environment of my office. I was nesting. I wanted my own space, with my favorite teas, assurance the office was cleaned with natural products and was somewhere as comfortable as my own living room if I would be balancing two children under two years old and a thriving real estate business.

2) How were you able to fund your business?

I funded my business with my personal savings and the proceeds from my own personal real estate sales.

3) Why did you pick a Benefit Corporation over the traditional for-profit corporation? What do you love about it?

We wanted to become a B Corp because of our belief that we build a business by building community one great neighbor at a time. It was an extension of our company’s social, environmental and ethical values and an ongoing measure of our success and goals.

4) What advice would you give today’s entrepreneurs on how and why to run a B-Corp?   

Start by assessing your values. You will need to have a tremendous amount of commitment and accountability to get through the process but it gives you a measure of success and goals to work towards.

5) What do you see for your company’s future and for the future of the Benefit Corporation movement?

I am hoping this will be the norm for business. I think more and more consumers will want to know what kind of company they are spending their money with and how it benefits them outside of meeting their immediate needs. What I see for the future of Living Room is becoming a B-Corp will help us grow. The law of nature is that everything healthy grows. We are committed to the health and wealth of our community and in turn I have seen our community excited to support us and grow our business.

Connect with Jenelle and Living Room Realty on their website, Facebook Page, and tweet with them on Twitter @livingroomrealt.

Deborah Sweeney

Deborah Sweeney is an advocate for protecting personal and business assets for business owners and entrepreneurs. With extensive experience in the field of corporate and intellectual property law, Deborah provides insightful commentary on the benefits of incorporation and trademark registration. Education: Deborah received her Juris Doctor and Master of Business Administration degrees from Pepperdine University, and has served as an adjunct professor at the University of West Los Angeles and San Fernando School of Law in corporate and intellectual property law. Experience: After becoming a partner at LA-based law firm, Michel & Robinson, she became an in-house attorney for MyCorporation, formerly a division in Intuit. She took the company private in 2009 and after 10 years of entrepreneurship sold the company to Deluxe Corporation. Deborah is also well-recognized for her written work online as a contributing writer with some of the top business and entrepreneurial blogging sites including Forbes, Business Insider, SCORE, and Fox Business, among others. Fun facts/Other pursuits: Originally from Southern California, Deborah enjoys spending time with her husband and two sons, Benjamin and Christopher, and practicing Pilates. Deborah believes in the importance of family and credits the entrepreneurial business model for giving her the flexibility to enjoy both a career and motherhood. Deborah, and MyCorporation, have previously been honored by the San Fernando Valley Business Journal’s List of the Valley’s Largest Women-Owned Businesses in 2012. MyCorporation received the Stevie Award for Best Women-Owned Business in 2011.

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