Introduction and The Vision of ADUs
Taryell Simmons: Welcome, ladies and gentlemen, to the next episode of Rise Urban Nation. If you have ever wondered how to leave the comfort zone of your nine-to-five and dive into the unpredictable world of real estate, our guest today is here to share his journey of community transformation. Joining us is CJ Johnson. How are you doing today, sir?
CJ Johnson: Thanks, Taryell. I appreciate you having me, brother. I am blessed and highly favored.
Taryell Simmons: I was checking out your Instagram and looking at the aesthetics across your website and projects. You are like the Virgil Abloh of real estate with how you curate aesthetics. I want to explore your journey, your vision of reshaping the real estate landscape, and how you masterminded your success behind LifeHouse San Diego. You specialize in real estate investment and accessory dwelling unit (ADU) development, correct?
CJ Johnson: That is correct. ADUs are the future of San Diego. I currently have two ADUs on my property for my in-laws—one in a garage conversion and one in an attached studio. With the cost of living so high, if you or your family own property in San Diego and want to remain here, ADUs are the way to go.
Taryell Simmons: The news recently highlighted San Diego as one of the most expensive cities. The local government has made ADU blueprints accessible so homeowners can build in their backyards, which is a great way to tackle unaffordable housing and build generational wealth.
Transitioning from Military Service to Ministry and Design
Taryell Simmons: Take me back to the beginning. What led you to leave your nine-to-five job and transition into entrepreneurship?
CJ Johnson: Before entering design, I served as a Chief in the Navy. After the military, I went to school on the GI Bill to study human resources while working part-time for the Veterans Affairs. Even though I was offered a corner office with a window, I knew that corporate HR was not my true path because I had a deep drive to create meaningful community change. I left that role to become a full-time community pastor right before COVID-19 hit.
CJ Johnson: During the pandemic, when larger churches were shutting down, our house-to-house church expanded. A member introduced me to a newly opened design firm in North Park that offered their facility for our Saturday church gatherings right before citywide closures took effect. Two weeks later, I asked the owner for a job. Even though I started at minimum wage and did not have prior design experience, I became the second employee, helped build the company from the ground up, and established all their HR and operational systems.
Taking the Leap to Launch LifeHouse
CJ Johnson: After gaining startup experience, I told the owner I wanted to launch my own business. He gave me his blessing, emphasizing that I needed to be one hundred percent committed. Shortly thereafter, he was bought out, and six months later in December 2022, I left to launch LifeHouse alongside my wife, Laura.
Taryell Simmons: December is notoriously the slowest time of the year for design and construction!
CJ Johnson: Leaving in December was risky because construction typically pauses over the holidays, but God provided and we received design and construction inquiries immediately. My wife brought twelve years of experience managing property renovations with Lincoln Military Housing and real estate firms, while I contributed leadership, process management, and project execution skills honed in the Navy.
Navigating Early Entrepreneurial Challenges and Systems
Taryell Simmons: What were some of the most significant challenges you faced in the early days of starting LifeHouse?
CJ Johnson: The weight of business ownership brings a unique level of stress because every operational issue, payroll responsibility, and client interaction rests entirely on your shoulders. Neither of us had marketing expertise initially, so we were unsure whether to invest in social media ads or paid directories. What sustained us was community support from the Central San Diego Black Chamber of Commerce, the Jacobs Center for Neighborhood Innovation, our church, and local contractors.
Taryell Simmons: Can you share a specific challenge that tested your limits and how you navigated through it?
CJ Johnson: Early on, I was so enthusiastic about educating clients and selling ADU concepts that I neglected critical operational checks and balances. I failed to obtain formal client sign-offs on architectural plans, which forced us to pay out of pocket to resolve discrepancies. That costly mistake taught me the necessity of establishing rigid verification systems and milestone approvals.
Purpose, Culture, and Operational Excellence
Taryell Simmons: What mindsets and strategies enabled you to turn those obstacles into growth opportunities?
CJ Johnson: Mindset and faith are foundational. Knowing that our enterprise is guided by God gives us perseverance. We also bring our Southeast San Diego cultural roots and aesthetic swagger to the brand, coupled with a determined mindset inspired by innovators like Kanye West who refuse to accept self-limiting boundaries.
CJ Johnson: Every detail in LifeHouse carries intentional meaning. Our logo combines structured script representing architectural integrity with cursive representing refined aesthetic finishes, alongside two leaves symbolizing turtle doves. Our name reflects the biblical principle of bringing life to a dwelling place. Operationally, we integrated platforms like Monday.com to centralize communication, automate appointments, and house project documentation for our designers, contractors, and project managers.
Accelerating Growth with the Jacobs Center
Taryell Simmons: You also achieved recognition through the Jacobs Center Business Accelerator program. How did that cohort impact your business?
CJ Johnson: The three-month accelerator at the Jacobs Center was instrumental. They connected us with CPAs to structure our finances, helped us refine our business plan, and sharpened our pitch delivery. With direct feedback from peers like Jamar of Promo Drone, we won first place and a seven-thousand-dollar grant in the pitch competition.
Actionable Advice and Connecting with LifeHouse
Taryell Simmons: What actionable advice would you offer to aspiring entrepreneurs who are considering leaving their nine-to-five jobs?
CJ Johnson: First, apprentice or volunteer in the industry you want to enter before striking out on your own so you understand the entire operational picture without risking personal capital. Second, take advantage of business accelerator programs and local resources to build a solid foundation. Third, lead with purpose rather than pursuing profit alone.
CJ Johnson: Listeners can find me hosting the More Life Podcast, where we showcase stories of individuals overcoming adversity. To connect with LifeHouse, follow us on Instagram at @LifeHouseSD, as well as on LinkedIn and Facebook. We offer free consultations for anyone considering garage conversions or ADUs, and we provide comprehensive seven-page Feasibility Studies detailing cash flow analysis, zoning, and construction feasibility.
Taryell Simmons: Thank you, CJ, for sharing your inspiring story. Make sure to follow CJ's journey and check out LifeHouse. Keep having faith, doing the work, and staying committed to the vision.
