Get to Know Forte: Six Questions with Joe Jetland

Meet the people behind Forte! We asked fun and insightful questions to commercial real estate expert Joe Jetland. It’s a quick way to get to know the Forte team—passionate, experienced professionals advocating for clients across the Twin Cities and beyond.

1. What first got you interested in real estate?

Growing up in a family involved in commercial real estate, my interest was sparked early on.   I remember touring vacant spaces under construction with my father and being fascinated by the transformation process. As we would drive around town, I was constantly looking at buildings and businesses, peppering my father with questions about the properties.  That exposure at an early age created a lasting interest in commercial real estate.

2. How has your career changed to bring you into commercial real estate?

Before transitioning into commercial real estate, I spent 10 years in national sales as a manufacturers rep in the Fire Life Safety and the HVAC industries. It was a valuable experience, but I didn’t feel like I was involved or connected with a local community. I had always admired how people I knew in commercial real estate built long-term relationships with clients and colleagues-something that really resonated with me. That sense of connection and impact is what ultimately drew me into the industry.  Looking back, I only wish I had made the switch sooner.

3. What type of business do you most like to work with?

I am not an engineer by training, but I’ve enjoyed learning and understanding how things work. That curiosity makes working with manufacturing businesses especially fascinating for me.  I love getting a behind-the-scenes look at the processes and innovations that drive these companies.  One of the best parts of this role is the opportunity to engage with such a wide variety of unique and interesting businesses.

4. What activities do you enjoy most on weekends?

These days, weekends are all about chasing my two-year-old and 2-month-old, which keeps things lively. We head up north as often as possible to spend some time at the cabin with family and friends. I have always loved water sports and still make a point to slalom ski at least once a weekend while we’re there.  I also enjoy biking, and this summer my son Charlie and I have logged 250 miles together on the bike and Burly trailer.

5. Reflecting on your involvement with the MN Chamber Leader’s Lab, what made that experience particularly rewarding or transformative?

Being part of the MN Chamber Leader’s Lab was a great experience, especially because it gave me a front-row seat to the real challenges businesses are facing right now. Hearing directly from other leaders about how they’re navigating workforce issues, inflation, and shifting market demands helped me better understand the broader economic landscape. It wasn’t just about leadership theory—it was about practical, day-to-day problem-solving. That perspective has really stuck with me and made the experience especially meaningful.

6. What’s the most valuable lesson you’ve learned in your career?

One of the most valuable lessons I’ve learned is the importance of thinking creatively and finding out-of-the-box solutions. In commercial real estate, every project comes with its own set of roadblocks.  Each challenge presents an opportunity to problem-solve and find a solution that works for everyone involved.  While it can be stressful at times, navigating those complexities is also one of the most rewarding aspects of the job.

Discover more about Joe Jetland’s expertise in Industrial Real Estate Advisory services.