“Be prepared to work hard for very little at first. Invest in your education and a great mentor. Flexibility and a client-first mindset are key to long-term success,” advises REALTORⓇ Lori Johanneson to young agents. She says these three pearls of wisdom are key to overcoming early challenges in the real estate industry. That, and some business know-how.

Lori’s story is one of resilience and determination, grounded in a love for helping others and a passion for homes. Born and raised in Pekin, Illinois, Lori grew up in a busy family of six. She credits her father, a tireless worker who often pulled double shifts, for instilling in her a strong work ethic and being the source of her first principle for success.

“My dad didn’t love his job, but he worked hard to provide for our family,” Lori recalls. “I was determined to find a career that I loved, and where I could make a difference and provide for my own family.”

Lori’s interest in homes began during childhood—she loved drawing floor plans and imagining her dream house. Although she once considered becoming an architect, she ultimately earned an undergraduate degree in business administration from Bradley University. For many years, Lori was a business analyst at Hewitt Associates, where she gained invaluable experience in data analysis and client relationships. However, the long hours and lack of fulfillment left her searching for something more meaningful. 

While Lori had enrolled in an MBA program at DeVry’s Keller School of Management with the intention of eventually becoming a college professor, she explains, “A co-worker’s parents owned a brokerage, and they helped me envision a career in real estate,” Lori says. “I fell in love with the idea of becoming a REALTORⓇ, so I made the decision to stop paying my student loans temporarily so I could save enough money to start my journey.”

Lori finished her MBA in 2001 and obtained her real estate license in 2002, embarking on what would become a rewarding, albeit challenging, career. The early years were far from easy. 

“The first five years, I just broke even,” Lori recalls. “I navigated a volatile market that included the 2008 crash, helping homeowners through heartbreaking short sales. I never wanted my clients to end up in that position, so I focused on educating buyers to make smart financial decisions.” 

Her approach paid off, establishing her as a knowledgeable and compassionate agent who prioritizes her clients’ welfare and ability to thrive long-term over short-term gains. Over time, Lori’s business began to flourish. She credits her MBA with teaching her the importance of budgeting, planning, and investing in marketing. Her business analyst background quickly became an asset for understanding data.

“Real estate requires you to spend money to make money,” she explains. “My time at Hewitt Associates helped me understand the importance of data in finding new business.”

Today, Lori leads the Lori Johanneson Team, a group known for its genuine, trustworthy, and knowledgeable approach. With team members like Marketing Director Emelia Montalvo, and REALTORSⓇ Ryan Marshall and Luisa Martinez, Lori is able to mentor others while delivering exceptional client experiences. For Lori, the most rewarding part of her career is the positive feedback and referrals she receives from clients. 

“Knowing I’ve made a difference in someone’s life, whether they’re buying their first home or selling a property they’ve cherished, is incredibly fulfilling,” she says. But her passion extends beyond transactions: she stays connected with past clients, providing regular market updates to help them continue to make informed decisions about their home equity and potential upgrades.

Looking ahead, Lori envisions maintaining a small but impactful team that supports each other and delivers top-tier service. She’s also committed to setting an example for her daughters, Julia (18) and Amelia (14), by demonstrating the value of hard work and passion. 

“I want my girls to see that success follows when you’re dedicated to what you love,” she says.

With her busy schedule, Lori values downtime with her daughters and husband, Christopher. Whether they’re traveling together, cheering on Julia at her dance competitions, supporting Amelia at her volleyball games, or walking their Tibetan terriers, Dolli Jean and Molli Mae, family time is a priority for this family. Lori also enjoys participating in triathlons, and she takes time to support community organizations like the Ronald McDonald House Charities, where she provides meals for families, and Hessed House, which helps individuals facing homelessness. 

“Having kids of my own, I understand the importance of supporting families in need,” she shares.

As Lori continues to make a difference in the lives of her clients and her community, her commitment remains steadfast. 

“At the end of the day, my goal is simple: to help people succeed in one of the biggest decisions of their lives,” she says. “That’s what drives me every single day.”