For Black History Month, we are not only celebrating the historical importance, achievements and influence of the Black community in real estate, but also the impact of our members. We are honored to spotlight Joshua A. Foster and his work in community-oriented design and DEI mentorship of rising BIPOC leaders in real estate.

Joshua A. Foster, NOMA, Assoc. AIA, ULI, is an award-winning community builder, architectural designer, educator, and speaker. He is the Founder and CEO of JAF — a community-impact focused consulting firm empowering the AEC and real estate industry with the tools to maximize impact in the built environment. Joshua also serves on multiple local and national non-profit boards including, the National Organization of Minority Architects (NOMA), the Association of Collegiate Schools of Architecture (ACSA), the Long Beach Community Design Center, Architecture + Advocacy, and the USC Architectural Guild. A native of the Philadelphia area, Joshua is a graduate of both Columbia University and the University of Southern California.

How did you get into the Real Estate Industry?
My entrance into the real estate industry was initially through architecture and construction. Having studied architecture and real estate development in college, I started my professional career in a traditional architecture practice focusing on the design and construction of multi-family housing and hospitality. As I worked directly on projects from the architectural side of the table, I also spent a considerable amount of time alongside real estate development teams gaining an understanding of what they do. As I observed the way the AEC and real estate industry worked, I began to see the needs of the communities that projects were being built in were not being reflected in the decisions made by those at the table. For myself, I also recognized that in my role at that time, there was a ceiling to the impact that I knew I could make in these communities. Through this realization, I saw that I could bring a set of skills that would fill this gap as an advocate for the community. This advocacy was rooted in an expertise as someone that not only understands the nuances of project design and construction feasibility but also the reality of a need to prove the profitability of impact on the developer side. This is when I made the decision to start my consulting practice focusing on community impact solutions within the built environment.

What was the best business decision you made?
The best business decision that I made was simply getting started. For me, ripping the band-aid off and diving in head first to start JAF allowed me to hit the ground running with an intentional urgency to make this work. At that point, with the network I had, I began by getting in front of everyone that I knew in the industry and sharing my vision. I pride myself on the genuine relationships built on trust that I’ve made in my career. I’ve learned that when people trust you and understand the passion that you have in what you do, they are more likely to connect you with opportunities for growth. So sharing my vision with the network that I built, led to opportunities to prove the value in my vision. At that point, an opportunity was all that I needed because I knew with the space in the market that I was entering, the unique skill set that I possessed, and the passion to make a true impact through my work, I was on my own trajectory for success.

What has been your biggest lesson or mistake that you have learned the most from?
The biggest lesson that I have learned is to “Never Waste a Failure.” This statement was made by Nick Saban, a legendary college football coach, after a tough loss by his team back in 2017. What this means to me is to not get frustrated with the fact that you “failed” but instead focusing on fixing it and creating a plan on how you can learn from it to do better the next time. Another legendary football coach, Paul “Bear” Bryant, puts it like this, “When you make a mistake, there are only three things you should ever do about it: One, admit it. Two, learn from it. And three, don’t repeat it.”

Why is involvement in ULI valuable?
Involvement in ULI is key to building and maintaining a valuable network within the real estate industry. ULI offers unparalleled access to a robust professional community, fostering opportunities for collaboration, learning, and growth. By engaging with ULI members, you can expand your network and strengthen relationships through shared interests and goals. Active participation not only enhances your professional trajectory but also enriches personal development, leveraging the power of a supportive and knowledgeable community to achieve success and contribute positively to the built environment.

What advice would you give to someone entering the industry today?
Strive for excellence, not perfection. Adam Grant, a Professor at the Wharton School of the University of Pennsylvania, states that “progress comes from maintaining high standards, not eliminating every flaw.” I believe that at the end of the day, you should be able to answer yes to two questions: Did I reach my own standards and did I do at least one thing to make myself better today? If you can answer yes to those, then you are on the right path.