We’re excited to introduce you to the always interesting and insightful Jenny Heinzen. We hope you’ll enjoy our conversation with Jenny below.

Hi Jenny, thanks for joining us today. We’d love to hear about the early days of establishing your own firm. What can you share?

While I didn’t *start* Vineyard Professional Real Estate from scratch—it was founded in 2001—I *reinvigorated* and *elevated* it into the powerhouse it is today. Taking over leadership of VPRE was a strategic and intentional move that aligned with my long-term vision: to offer elite-level brokerage services tailored exclusively to the wine industry. I had spent years working with leading firms in Napa and on the Central Coast, building a \$250M+ track record in winery and vineyard transactions. But I wanted more control over how I served clients—more precision, more customization, more connection.

Taking the Helm

When I stepped in to lead VPRE, I brought with me two decades of boots-on-the-ground industry experience and a deep understanding of what high-net-worth and institutional clients truly need. The first steps involved rebranding, rebuilding our operational structure, and assembling a trusted team. I leaned into my expertise—both academic and practical—earned through a Master’s in Agriculture from Cal Poly, extensive vineyard transaction experience, and deep local roots as a Central Coast native.

Key Challenges

One of the earliest hurdles was balancing production with operations. I was generating every lead, closing deals, marketing properties, managing escrows, and overseeing the back end. It was a lot. I quickly realized that scaling a high-touch business required delegation. Over time, I brought in key team members—including real estate and vineyard experts—who shared my values and standards. Together, we expanded our in-house marketing, refined our systems, and built an elite referral network to better serve our clients.

Another challenge was maintaining our niche focus while growing our reach. VPRE isn’t a traditional real estate firm—we specialize in highly complex agricultural assets like vineyards, wineries, and estates. Our success comes from understanding not just land and lifestyle, but yield, water, compliance, and value. Ensuring every client—from a first-time lifestyle buyer to a global investment fund—gets the right insights and connections took time and refinement.

What I’d Do Differently

Looking back, I would have leaned into team-building and systems earlier. As a founder or principal, it’s tempting to do it all—but that limits your ability to grow. I’ve since learned the value of staying in your “zone of genius,” which for me is client relationships, deal-making, and strategy. Letting others take the reins on admin, marketing, and transactions has been a game-changer.

Advice for Young Professionals

If you’re considering starting or leading your own firm, know this: **expertise, integrity, and community matter more than any flashy branding or tech stack.** Build relationships, know your market inside and out, and don’t try to be everything to everyone. Specialize. Lead with value. And don’t underestimate the power of showing up consistently and professionally —especially in a niche like vineyard real estate where trust is everything.

VPRE is now the go-to brokerage in the Paso Robles AVA and across California’s Central Coast because we lead with authenticity, deep expertise, and unmatched local knowledge. We’ve sold over 10,000 acres through more than 50 transactions, not because we chase volume—but because we put our clients first and back that with results.

Have you ever had to pivot?

One of the biggest pivots of my life—and career—was learning to build a thriving business while raising four children. I was named a National Association of REALTORS® 30 Under 30 in 2006, and soon after, from 2007 to 2014, I had four children. That chapter required me to completely reimagine what leadership, success, and balance looked like.

At the time, I was already deeply entrenched in the vineyard and winery real estate world, closing complex deals and working with institutional clients across California. But becoming a mother reshaped everything. It wasn’t about stepping back—it was about pivoting with purpose. I had to shift how I operated, how I structured my time, and where I focused my energy. I became more efficient, more intentional, and more resilient.

That period taught me to prioritize fiercely—both personally and professionally. I had to say no to things that didn’t align with my goals and double down on what truly moved the needle: nurturing key relationships, delivering exceptional results, and building a sustainable business model.

Eventually, that pivot set the stage for me to take over Vineyard Professional Real Estate. I wasn’t just ramping up—I was reentering with a sharper vision and deeper clarity. I understood not just how to close deals, but how to lead, how to scale, and how to make space for both business and family to thrive.

Today, I lead the most respected vineyard-focused brokerages in California. My children are growing up seeing that it’s possible to build something meaningful without sacrificing your values. That pivot—embracing motherhood without stepping away from ambition—is the most defining shift of my career.

What’s worked well for you in terms of a source for new clients?

Repeat clients and referrals

Contact Info:

• Website: https://vineyardprorealestate.com
• Instagram: https://www.instagram.com/vineyardprofessionalrealestate/?hl=en
• Facebook: https://www.facebook.com/VineyardProRealEstate
• Linkedin: https://www.linkedin.com/company/vineyard-professional-real-estate/posts/?feedView=all&viewAsMember=true
• Youtube: https://www.youtube.com/channel/UCGhKNwZGleaMwUdFA6buz7Q

Image Credits

Acacia Productions