Atlanta, GA / Storyteller / Mar 19, 2026 /
Drawing on more than twenty years of experience driving the positioning, marketing, and sale of new home communities throughout Georgia, renowned real estate executive Lori Lane has officially unveiled LLANE & Co™—a boutique brokerage purpose-built to deliver targeted builder strategy, rigorous execution, and unified marketing leadership under one roof.
Lane's most recent role was President and Managing Broker of the New Homes Division at Berkshire Hathaway HomeServices Georgia Properties. There, she cultivated and directed one of the Southeast's most prolific and decorated new construction operations. Across her two-decade tenure, she guided more than 400 communities, drove upward of $5 billion in cumulative sales volume, and collected over 500 marketing and industry accolades—among them multiple Community of the Year recognitions.
LLANE & Co is the deliberate next step in the operational philosophy Lane has refined throughout her career—a model engineered to unify sales strategy, marketing coordination, digital presence, and brand delivery within a tighter, more collaborative framework tailored to builders and developers.
"Throughout my career, I've had the privilege of creating high-performing new construction platforms from the ground up," Lane shared. "With LLANE & Co, I'm channeling that depth of experience into a founder-driven model—one built around strategic precision, operational discipline, and enduring value for the builders we serve."
Though the firm will maintain comprehensive brokerage services—including MLS syndication and listing platform exposure—LLANE & Co is structured to fold in capabilities typically outsourced to standalone marketing, public relations, and digital agencies, giving builders access to a more unified operational ecosystem.
Lane noted that this move signals a purposeful leap forward rather than a departure.
"My 20-year career with Berkshire Hathaway HomeServices Georgia Properties is something I look back on with tremendous pride and gratitude," Lane expressed. "This new venture is about building with intention and delivering the highest caliber of service to builder partners."
About Lori Lane
Lori Lane is a nationally acclaimed authority in new construction sales, marketing, and brand development. Her expertise has been highlighted by Business Insider, USA Today, Yahoo Finance, and numerous other prominent publications. Among her many recognitions are RISMedia Newsmaker, Modern Luxury Power Player, and Vogue Top Women of Georgia. Before establishing LLANE & Co, Lane held senior leadership positions at Berkshire Hathaway HomeServices Georgia Properties, where she created and spearheaded the New Homes Division and occupied executive roles in luxury and international real estate.
About LLANE & Co
LLANE & Co is a boutique, licensed real estate brokerage with deep specialization in new construction sales, strategic marketing, digital demand generation, social media, public relations, and residential resale. Powered by its proprietary The LANESâ„¢ model, the firm provides disciplined execution, brand stewardship, and results-driven performance for builders, developers, and select real estate professionals throughout Georgia.
LLANE & CO — Choose Your Lane. Build Your Legacy.
Contact:
Company - LLANE & Co
Contact - Laura Watkins
Email - info@llaneco.com
Website - https://llaneco.com
Address: 860 Johnson Ferry Road, Suite 140-234 Atlanta, GA 30342
Phone: 404-969-LANE
