Our Founder
OUR FOUNDER
MEET LORI LANE
LLANE & Co™ was founded by Lori Lane—one of the most influential and accomplished leaders in new construction sales, marketing, and brand strategy in Georgia real estate.
For more than 20 years, Lori has specialized in new construction, beginning in 2003 and going on to redefine how communities are positioned, launched, marketed, and sold. Over the course of her career, she has personally led the sales and marketing sell-out of more than 400 new home communities, generating over $5 billion in lifetime sales volume and earning more than 500 industry awards for clients across marketing, design, sales performance, and community excellence.
The Architect Behind Georgia’s Most Successful New Homes Platform
Before founding LLANE & Co, Lori served as President and Managing Broker of the New Homes Division at Berkshire Hathaway HomeServices Georgia Properties, where she spent more than 20 years building the division into one of the Southeast’s most awarded and influential new construction platforms.
Lori Lane founded LLANE & Co, bringing her trusted team with her.
Under her leadership, the division became synonymous with:
Market-leading sell-out velocity
Best-in-class community positioning
Consistent Community of the Year wins
Nationally recognized marketing and branding
Record-setting Industry Honors
Her work didn’t just generate transactions—it created demand at scale, elevated builder brands, and established a blueprint that many have since tried to replicate.
A Founder Who Leads—
Not Delegates
Lori’s leadership style has always been hands-on and deeply strategic.
She is known for personally guiding:
- Community positioning and launch strategy
- Pricing and product alignment
- Sales execution and on-site performance
- Marketing accountability tied to absorption
- Brand integrity from pre-acquisition through sell-out
Her philosophy is simple:
Marketing without strategy is noise.
Sales without positioning is short-lived.
Brand without execution doesn’t scale.
And last but not least – Work Hard, Play hard.
National Recognition. Proven Authority.
Lori’s impact has been recognized both regionally and nationally. She has been featured in Business Insider, USA Today, Yahoo Finance among others, and honored with accolades including:
- RISMedia Newsmaker – Trailblazer
- Modern Luxury Power Player
- Vogue Top 50 Women of Atlanta
- Women We Admire: Top 50 Women Leaders of Georgia
- Women of Power & Influence – Modern Luxury
- Luxury Women to Watch – Luxury Daily
- Who’s Who in Residential Real Estate – Atlanta Business Chronicle
- Best Overall Marketing – Who’s Who in Luxury Real Estate
- Modern Luxury Best Social Media Campaign & Best Elite Female
- People’s Choice Real Estate Awards – Modern Luxury
These recognitions reflect not only creative excellence, but measurable business performance—the ability to translate strategy and brand into real absorption, revenue, and long-term value.
WHY LLANE & Co EXISTS
After decades of building and leading, Lori recognized a growing shift in what builders and elite agents need.
Founder-Led. Builder-Focused. Brand-First.
Today, Lori leads LLANE & Co with a boutique, lane-based model that allows builders, developers, and select agents to choose exactly how they engage—across sales, marketing, consulting, digital demand, social media, and PR.