Flagstaff native Lori Anna Harrison’s life could fill a whole season of “Lifestyles of the Rich and Famous.” She has lived all over the world in places like the Netherlands, Thailand, Costa Rica and even on luxury yachts (she was part of filmmaker Steven Spielberg’s crew that sailed across the Atlantic Ocean). She knows a thing or two about what it means to live well and understands the power of beautiful surroundings. She speaks the language of luxury.
Harrison’s view of the American dream is big. She plans to achieve that bigness for her business, DLP Marketing, and her clients – developers and real estate agents – as she helps them connect buyers with their dream homes.
This year in particular, her company is well positioned for success, as Phoenix is projected to be the top housing market in the country, according to a new report by Realtor.com. “We’ve always known that Arizona is a very desirable place to live and the numbers will be demonstrating that in 2017 as the market takes its biggest recovery step since the Great Recession,” said Harrison. “For our clients in the Valley, price gains are expected to increase 5.9 percent and sales growth by 7.2 percent. We anticipate housing markets in Flagstaff, Prescott and Tucson to benefit as well. Our job is to capitalize on this activity for our clients.”
Harrison’s young company, DLP Marketing, already has experienced outrageous growth. In 2016 alone, it grew more than 137 percent with a footprint stretching beyond Arizona and into Texas, New Mexico, California and Colorado.
To understand Harrison’s success in the competitive real estate marketing industry, it is helpful to trace her steps and appreciate her passion and fascination for living spaces.
Born and raised in Flagstaff, Harrison has fond memories of riding bikes around Mount Elden with her dad. “The Skyline community was being built when I was a kid. We would walk through the houses as they were being framed and imagine the beautiful homes they would become.”
Harrison was so intrigued with the new construction taking shape that she would buy stacks of Architectural Digest from the Goodwill on Beaver Street, find floor plans and draw in the furniture. “I’ve always loved real estate.”
While attending Coconino High School and serving “Hungry Man Specials” at popular local restaurant Mike and Ronda’s, Harrison began taking classes for her real estate license. She also earned an undergraduate degree in accountancy, which she used while working for Arthur Andersen. Her knowledge of business, craving for adventure and zest for all things real estate took her to Southern California where she earned an MBA with a marketing emphasis at San Diego State University. She worked in marketing and design for Shea Homes and sold property for Coldwell Banker in Costa Rica during the Great Recession. For years she commissioned and lived on private multi-million-dollar yachts, and traveled the world. “Being out at sea is one of my favorite things. It’s so tranquil. I just love it.”
In April 2013, Harrison bought Desert Lifestyle Publishing, which produces magazine-style real estate newsletters, customized for specific subdivisions. Since then, DLP Marketing has evolved into a full-service marketing firm that creates strategies with direct mail, web design, logo development, public relations and digital marketing. The company has grown from a one-woman shop to six full-time employees and six agency partners.
With the start of the New Year, DLP Marketing has hired two more designers, Bethany Smith and Yoojin Seong, who graduated in December with art degrees from Scottsdale Community College.
“DLP Marketing is a fast growing company with abundant opportunity for growth,” said Operations Manager Michelle Ruggiero. “When all of us are together, the creativity doesn’t stop! We all come from diverse work experiences so when it’s time to do something creative, there is no shortage of ideas streaming from all that positive, high energy.”
“Never have I worked for a company like DLP Marketing,” says Art Directors Susan Richards. “We don’t feel or operate as simply employees – we’re all invested in the growth and success because it rebounds back to us personally. It’s really exciting being part of something with such unlimited potential!
DLP Marketing’s clientele includes such real estate developments as Eastwood, CantaMia, Encore, Oasis, Courtyards at Madison Ranch, Cheyenne Meadows and Sienna Hills. Currently Harrison is proposing projects in the Prescott and the Quad Cities area.
“Last year nearly 40 percent of our business came from our direct mail and print campaign that Lori and her team at DLP Marketing helped us create,” said Jennifer Anderson of Willis Allen Real Estate. “This campaign has also enabled us to double our average sales price and become known as area experts!”
Harrison is an avid student of marketing, real estate and business. She reads obsessively, attends workshops, seeks regular guidance from her coach, develops the DLP Marketing team through annual retreats and is active in business organizations. She is also a huge proponent of giving back.
She has served on the board of directors for the Valley of the Sun Active 20-30 Club, a philanthropic, community service organization for professional women. She is also involved in the Young Entrepreneurs Academy (YEA!), a middle and high school mentoring program.
Since she was a little girl riding her bike around the San Francisco Peaks, Harrison’s mountain high view for herself and now her company is an endless expanse of beauty. “We will be the national expert in real estate marketing for agents and builders. This position currently doesn’t exist. There are tons of people who do graphic design, but to really understand and position clients to lead in this market, we are the experts and will grow that national footprint. And our clients are always our first priority.”
Who inspires you?
“I’m incredibly inspired by Barbara Corcoran of ‘Shark Tank.’ She’s a brilliant business woman who made it on her own terms. I’m also a fan of Bob Parson [GoDaddy founder]. I’ve heard him speak and it was so motivating. He has an unbelievable business story and he gives so much back to the community. I teared up listening to him.”
What advice would you give someone who wants to start a business?
“Save your money! It takes money and good credit to start a business. And be passionate. You have to absolutely love what you’re doing. You have to breathe it, live it, love it. If you’re passionate and persistent, you will be the best.”
What books do you recommend?
“I read everything about marketing and being an entrepreneur. I love all that stuff – it really speaks to me. Some of the most powerful books are ‘22 Immutable Laws of Marketing’ by Jack Trout, ‘Think and Grow Rich’ by Napoleon Hill and ‘Good to Great’ by Jim Collins.”
How do you recharge your batteries?
“Getting out in nature is big for me, hiking. That’s why I spend the summer in Flagstaff and vacation in Prescott and San Diego. Also, my life coach Melanie Dunlap energies me with her encouragement and focus. She’s an amazing woman entrepreneur and has this super holistic style. I meet with her twice a month and she conducts corporate retreats for my business. And, of course, spending time with my boyfriend, who is also is entrepreneur. We have this synergistic energy and he’s a great sounding board.”
When the movie comes out about your life, who will play you?
“Anne Hathaway. I would hope to have her grace and elegance, but I can definitely relate to how many different kinds of roles she plays. She’s so adaptable.” FBN
By Bonnie Stevens, FBN
For more information about DLP Marketing, visit DLPmarketing.com or call 480-460-0996.
