Name: Jenna Harris
Title: Partner, head of co-living at Harris Associates
What were you doing before you joined Harris Associates: I founded a tech start-up in the UK and US which disrupted the digital marketing sector; allowing people to buy products through video or photo content before Instagram integrated its shopping function. My experience provided invaluable insights into the potential of marketing and innovation, knowledge that I would later apply to the real estate industry.
My greatest achievement/proudest moment to date: Leading the launch of the co-living sector at Harris Associates. Alongside this, I successfully delivered a significant 300% fee increase between 2021 and 2022, exceeding our KPIs. Additionally, I took on the responsibility of promoting diversity, resulting in a balanced 50/50 gender split within our organisation. This accomplishment was further complemented by successfully onboarding 12 new clients.
The biggest misconception people have about the property industry: The belief that it is controlled by corporates and is steeped in tradition. However, the truth is that the status quo is far from satisfactory. In Latin, “status quo” translates to “boring,” and that perfectly describes our sentiment towards the current marketing methods employed in real estate, such as flat brochure PDFs filled with monotonous charts and graphs. We want to do more for our clients and bring projects to life using video tools, VR and innovative technologies that speak to the 21st century consumer. Anyone who is at the end of a marketing email is a consumer, whether that be B2C or B2B. Interestingly a recent study by Mckinsey & Company found that the average life span of companies listed in S&P 500 was 61 years in 1958. However, today it is less than 18 years, showing that companies and brands are dying faster than ever before. If that isn’t the clearest indication that companies must evolve and innovate to survive then I don’t know what is!
Why I got into the property industry: With my start-up experience, I couldn’t help but notice the lack of progress in the real estate sector’s marketing practices. It became evident that there was a ripe opportunity to revolutionise the industry by introducing disruptive techniques that I had encountered in the US market. Drawing inspiration from my background in B2C marketing, I believe we can stand out, capture attention, and offer a superior service to our clients, making a significant impact in the market. Whether targeting B2C or B2B audiences, it is crucial to recognise that we are ultimately marketing to individuals who are exposed to marketing efforts on a daily basis. By leveraging these disruptive strategies, we can differentiate ourselves, outshine the competition, and create a lasting impression on our target audience. This approach holds immense potential for transforming our business and establishing ourselves as leaders in the ever-evolving real estate market.
What I do in my downtime: I work out, play squash, indulge in cooking and eating (with a particular preference for the latter!), go to the cinema, and whenever possible, travel.
The job I’d be doing if I was not doing this: I always struggle to answer this question, in truth, I know this is exactly where I am meant to be so I never give it much thought.
My advice for someone just starting out: In a world of endless connections, dare to be bold and initiate contact. When you do, aim to engage with the decision-makers directly. As an associate, there’s no reason why you shouldn’t aspire to connect with directors or CEOs. If you have something important to convey, make sure your message reaches the right people.
My motto/mantra: Accept the things you cannot change and have the strength to change the things you cannot accept. And… when people show you who they are, believe them.
My inspiration: My inspiration comes from my mother, who fearlessly launched her business in the property industry at the tender age of 18. Ten years later, she sold her chain of estate agencies, leaving an indelible mark as a force in a predominantly male-dominated field. Her trailblazing path opened doors for young women, including myself, to succeed in this sector. I am constantly reminded of the immense potential and the strength that comes with unwavering determination thanks to her.
Where I’d like to be in five years’ time career-wise: I am committed to carrying forward our mission of reinventing the real estate sector, with marketing as a central focus. The industry lags far behind sectors like tech, and I am eager to see it catch up and push the boundaries of innovation. The real estate sector is evolving and reshaping how people live – which is exciting!
Who I’d invite, living or dead, to a dinner party: The wisest people are sometimes those you already know, so I would have one last supper with my grandparents.
