My name is Joetta Talford, and I think I was born with the mind of an entrepreneur. Early in my career, I realized I was probably the “worst” interviewee in Charlotte. I would sit across from hiring managers and, instead of just answering questions, I’d start analyzing their business model, looking for gaps and giving them advice on what changes I would make if I owned the company. After a difficult time finding a traditional job that suited me, I realized why: I wasn’t meant to work for the business; I was meant to build it.
Creative Roots and a Real Estate Pivot
I started my first business at 22, diving into the world of graphic design, marketing and publishing. I wanted to highlight the heartbeat of our city, so I created the Cultural Calendar. While those projects allowed me to embed myself in the local arts community, I knew I wanted to build a legacy with more permanence. In 2006, I made the transition into real estate, and I haven’t looked back.
Today, I am the founder of Talford, a brokerage dedicated to excellence across two major markets: Charlotte, North Carolina, and Columbia, South Carolina. We’ve grown into a team of multiple brokers and agents specializing in everything from residential buying and selling to complex executive and international relocations.
The Resource I Wished For
When I was a young, first-time entrepreneur, the support systems we see today simply didn’t exist. I spent those early years “figuring it out” on my own, often wishing for a roadmap or a community of peers. That’s why being accepted into the Scale Up CLT program was such a full-circle moment for me.
I was incredibly excited to finally have access to a resource I wished I’d had two decades earlier. Participating in the 2022-2023 cohort allowed me to step back from the daily hustle and focus on the strategic growth of Talford Realty. It provided the mentorship and access to decision-makers I needed to refine my team structure and expand our footprint in both the Charlotte and Columbia markets.
Building a Legacy: Emanuel Village
My goals today go far beyond traditional real estate. I’m focused on building a legacy that honors my family and serves the community. A major part of that vision is Emanuel Village, a development of 18-24 townhomes in Rock Hill named after my late father. It is a deeply personal project currently in the funding phase. Alongside this, I’ve launched a non-profit to help underserved individuals navigate the path to homeownership, ensuring that real estate remains a tool for wealth-building for everyone.
My Advice: Show Up and Know Your Numbers
If I could give one piece of advice to entrepreneurs starting their journey, it is this: get comfortable being seen. You have to show up for your community and show up for the work every single day. Visibility is a responsibility of leadership.
Beyond that, you must know your numbers. The data behind your business is one of the most powerful tools you have for growth. When you understand your metrics, you can make decisions with confidence instead of guessing. Don’t go it alone—seek out programs like Scale Up CLT and find mentors who will challenge you to examine your data and vision more clearly. I’m proof that while you might start out as a “bad interviewee,” you’re likely just a great CEO in the making.
Check out Joetta’s business, Talford, at https://trihomesforsale.com/