Lori Lane, founder and president of LLANE & Co., is taking a hands-on, strategy-first approach to new home sales with the launch of her boutique brokerage focused exclusively on new construction. 

Lane joins host Carol Morgan on Atlanta Real Estate Forum Radio to discuss her new venture, decades of industry experience and why builders need more than fragmented marketing and sales support to succeed in today’s market. 

“I spent my career in new construction, so working closely with builders and developers to bring communities to market and, of course, drive their sales,” Lane said. “Over time, I’ve had the opportunity to lead and grow a large-scale operation, and through that, I really started to see where the gaps were.” 

A New Chapter Built on More Than 20 Years of Industry Experience

After more than two decades in the industry, launching LLANE & Co. represents a natural evolution of Lane’s work with builders and developers. 

“What I saw over and over again was disconnect—marketing doing one thing, sales doing another thing, pricing not quite aligned and the builder is trying to connect it all,” Lane said. 

That gap became the foundation for LLANE & Co., built to align sales, marketing and strategy under one integrated model. After years of leading large-scale operations, Lane recognized an opportunity to create a more intentional, focused approach that drives stronger results for clients. 

Closing the Gap between Marketing, Sales & Pricing

At the core of LLANE & Co. is the flexible The LANES model, designed to meet builders where they are—from full sales execution to marketing strategy and community repositioning. Today’s market requires a more strategic, aligned approach as buyers become more informed, selective and actively compare multiple communities. Without clear differentiation and consistent messaging across marketing, pricing and sales, builders risk losing visibility and momentum. 

Why Emotional Connection Still Drives Homebuying Decisions 

While strategy and data matter, real estate remains an emotional business—especially in new home sales. 

“The storytelling is the most underestimated part of the process,” she said. “People think buyers are making logical decisions, but they’re not. They’re making emotional decisions and then they justify them logically.” 

Model homes remain one of the most powerful tools for creating that emotional response. 

“It needs to tell a story. It must create that emotional connection,” Lane said. “They [buyers] should immediately feel something.” 

AI in Real Estate: A Powerful Tool, Not a Replacement for People

Artificial intelligence is reshaping how builders approach efficiency, targeting and follow-up, helping teams identify and connect with the right buyers earlier in the process. While the technology offers clear advantages, it should enhance—not replace—the human connection at the center of every transaction. 

“It certainly isn’t going to replace the relationship,” Lane said. “This is a relationship business.” 

The Biggest Opportunities Lie in Follow-up Speed & Alignment 

Builders can improve sales performance quickly by focusing on two critical areas: speed and consistency in follow-up, and alignment across pricing, product and messaging. Stronger response times and a more cohesive strategy reduce confusion in the buyer journey and increase the likelihood of conversion. When these elements fall out of sync, buyers struggle to connect with the value proposition, leading to frustration, doubt and missed opportunities. 

Helping Builders Sell More Homes

LLANE & Co. differentiates itself from traditional brokerage models by focusing on sales outcomes rather than marketing activity.  

“We’re focused on results, not just activity,” Lane said.  

With deep experience in new construction, the team steps in without a learning curve and supports every stage of the process, from land analysis and positioning to pricing, marketing and sales execution. This integrated, partnership-driven approach helps builders align strategy and sell more homes. 

“It’s not about us or them,” Lane said. “We have the same passion for it, and we feel like we’ve got skin in the game.” 

By aligning sales, marketing and strategy, LLANE & Co. helps builders position, launch and sell new home communities in today’s evolving market. To learn more about LLANE & Co. and its full suite of services, visit https://LLaneCo.com/.  

About LLANE & Co. 

LLANE & Co is a boutique, licensed real estate brokerage specializing in new construction sales, strategic marketing, digital demand generation, social media, public relations and residential resale. Built on its proprietary The LANES model, the firm delivers disciplined execution, brand safeguarding, and measurable outcomes for builders, developers and select real estate professionals throughout Georgia. 

Podcast Thanks      

Thank you to Denim Marketing for sponsoring Atlanta Real Estate Forum Radio. Known as a trendsetter, Denim Marketing has been blogging since 2006 and podcasting since 2011. Contact them when you need quality, original content for social media, public relations, blogging, email marketing and promotions. A comfortable fit for companies of all shapes and sizes, Denim Marketing understands marketing strategies are not one-size-fits-all. The agency works with your company to create a perfectly tailored marketing strategy that will suit your needs and niche. Try Denim Marketing on for size by calling 770-383-3360 or by visiting www.DenimMarketing.com.       

About Atlanta Real Estate Forum Radio      

Atlanta Real Estate Forum Radio, presented by Denim Marketing, highlights the movers and shakers in the Atlanta real estate industry – the home builders, developers, Realtors and suppliers working to provide the American dream for Atlantans. For more information on how you can be featured as a guest, contact Denim Marketing at 770-383-3360 or fill out the Atlanta Real Estate Forum contact form. Subscribe to the Atlanta Real Estate Forum Radio podcast on iTunes, and if you like this week’s show, be sure to rate it. Atlanta Real Estate Forum Radio was recently honored on FeedSpot’s Top 100 Atlanta Podcasts, ranking 16th overall and number one out of all ranked real estate podcasts. 

The post LLANE & Co.: A Results-Focused Approach to New Home Sales appeared first on Atlanta Real Estate Forum.