HOUSTON – After 25 years in commercial real estate, Elke S. Laughlin launched Laughlin Consulting Group in Houston. Previously she served as Executive Vice President of Corporate Development at NAI Partners, one of Texas’ largest independent commercial real estate services firms. Before NAI Partners, she worked as a Vice President and Account Manager at CBRE Global Investors. Why start her own firm now? What is it like for a woman in a male-dominated industry? How can the sector become more diverse? Realty News Report spoke with the new entrepreneur to learn more.
Realty News Report: After 25 years in commercial real estate, why did you decide to strike out on your own?
Laughlin: I’ve been fortunate to collaborate with many talented, ambitious professionals throughout my career at CBRE and NAI Partners. Much of my work has been in leadership and corporate development rather than as a front-line dealmaker, which gave me a broad view of the industry and its people. Over time I developed a number of complementary skills, and now felt it was the right moment to combine those strengths and offer them more broadly through my own consultancy.
Realty News Report: What is the biggest shortcoming or common flaw you see among commercial real estate companies today?
Laughlin: It’s hard to pick a single “biggest” issue, but in brokerage one persistent shortcoming is the lack of effective teaming and collaboration. Too many sales professionals still operate from a scarcity mindset rather than from abundance. They fear teaming will cost them business instead of recognizing that partnering with someone who has complementary skills can grow opportunities for everyone. Historically, the industry has expected individual brokers to both hunt new business and manage client service equally well. In reality, those are distinct strengths—some people excel in business development while others are exceptional at client service and execution. Structuring teams around those two core functions—Business Development and Service Delivery—improves performance, professional satisfaction, responsiveness, and the ability to adapt quickly when markets shift.
Realty News Report: Is it difficult for women to succeed at commercial real estate firms? What should be done to increase diversity?
Laughlin: It depends on the sector. Women have excelled in areas like property management, but other fields—brokerage, capital markets, investment sales, debt and equity finance, and asset management—remain male-dominated. However, the women who enter those sectors often perform extremely well. To improve diversity, the industry needs to cast a wider net. It’s not only about gender; racial and ethnic minorities are underrepresented as well, not just in Houston but across the United States. Companies should broaden recruiting, mentorship, and sponsorship efforts and intentionally create pathways for diverse talent to advance into leadership roles.
Realty News Report: What is the number one thing a salesperson should do to be successful?
Laughlin: Embrace change. It sounds cliché, but stagnation is the enemy of success. Markets move fast, and some salespeople need to reassess their business models and strategies to accelerate growth, capture market share, and drive revenue. Being open to change and continuously evolving your approach is essential.
Realty News Report: What is the most important action a service-based sales organization should take to ensure success?
Laughlin: From my experience with excellent business coaches, everything comes back to culture and core values. One mentor used to say, “culture eats strategy for breakfast.” You can create a brilliant strategy, but without a corporate culture that aligns with your employees’ values, executing that strategy will be difficult. Building a strong, values-driven culture enables teams to implement strategy effectively and consistently.
Memorable Quote: “Culture eats strategy for breakfast.”
July 28, 2017 Realty News Report Copyright 2017