The Power of the Pivot: Growing from Small Deals to Bigger Impact
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From distressed rentals to luxury assisted living, LIFT co-founder Deena Laugen shares how smart pivots built her fully owned portfolio.
## The Power of the Pivot: Growing from Small Deals to Bigger Impact
LIFT co-founder Deena Laugen shares her real estate journey—from scrappy investor to full-scale developer.
Deena got her start in 2015 by buying distressed properties and turning them into long-term rentals, personally managing every step of the process—from construction and zoning to multi-family conversions, land subdivision, and property management.
But what truly sets Deena apart is how she scaled. Through a powerful mix of creative financing strategies—including 1031 exchanges, strategic refinances, seller financing, conventional loans, and non-traditional deal structures—Deena has grown a diverse, multi-state portfolio while maintaining 100% ownership of her properties. No outside investors. No giving up equity. Just smart leverage, bold decisions, and disciplined execution.
Now, she’s stepping into her biggest chapter yet: development.
Deena is currently developing Eden Springs Assisted Living & Memory Care in Chanhassen, Minnesota—two luxury, boutique Residential Assisted Living homes designed to serve 16–21 residents each.
From rehabbing single-family homes to building ground-up healthcare real estate, Deena’s journey is a real-life case study in how creative deal-making can turn small beginnings into generational-scale impact.