Forever Young

E.L. Martin Co.
Year Started: 1992
Web site:www.elmartin.com
Based in: New York City
2001 Projections: $6 million

She's brokered prime real estate deals for Sean "P. Diddy" Combs and the Rev. Jesse Jackson. She found a hip new space for Ms. magazine. She's got plans to take her real estate firm national. Still, Elizabeth Martin can well remember the struggling early days of E.L. Martin & Co. Inc.

With a master's degree in real estate investment and development, she was working at a New York City real estate brokerage when she found her entrepreneurial inspiration: Women and minorities were being underserved and underrepresented by real estate professionals. "I could see there was a niche to be filled," she says. So, in 1992, Martin struck out on her own with $25,000 from family and friends-in the middle of a real estate slump. Capital and customers were hard to find, but Martin made it through, focusing on entrepreneurial and nonprofit minority clients.

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Those hard days well behind her, Martin has branched out into corporate clientele and expects company sales to hit $6 million this year. She remains passionate about her niche. "All of [my clients] are unique, which is why it's so important to understand their businesses to get a sense of where the best place is for them." -Nichole L. Torres

Entrepreneur: When you started your company, what was going on in the marketplace that made you think that this was the right time? Elizabeth Martin: I primarily work with African-American- and women-owned businesses. There was definitely a niche to be filled. There wasn't much representation at all in either of those categories. I don't think there's a perfect time to start a business-if you have a business idea, you just need to go do it. Entrepreneur: When did you feel your business was a success? Martin: It's a market that changes so drastically, I think that success is in many different forms. For example, [I've] been very happy to have been recognized in a number of trade publications, which was always extremely important to me. When you're recognized in regard to your market, and in regard to the industry, that makes a big difference in terms of long-term relationships and in relationships with both owners and your colleagues. Those things really kind of validate what you're doing every day.

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