Reviving a Neighborhood, One Building at a Time: The Story of Pricepoint
Jenny and Doug Price
Real estate isn’t just about closing deals, it’s about shaping neighborhoods. And in Jackson, Jenny and Doug Price are proving how powerful transformation can be. The couple launched Pricepoint in 2021, a full-service real estate firm that handles residential, commercial, and investment properties. Doug, a licensed attorney and broker, encouraged Jenny to leap into real estate full-time after years of being a teacher. What began as a career shift became a calling. “I enjoy it so much,” Jenny said. “The people part—getting to know people and seeing what’s going on around town—is what I enjoy most.”
The Prices don’t just work in Jackson—they have lived and invested in it. They’ve called neighborhoods like LOHO, Sherwood Forest, and Belhaven home, and they invest in rental properties throughout the city, including Belhaven, Fondren and Northeast Jackson. That local focus has led to trust, referrals, and a deep sense of responsibility. “We get contacted about properties when either someone is ready to sell, or it's a distressed sell,” Jenny explained. One such property—a twelve-plex in Belhaven—came through a fellow church member. The couple quickly recognized the value of keeping the building stable and appealing in a beloved neighborhood. They renovated the interior and exterior, resolved long-standing drainage issues, and thoughtfully selected renters. “Our hearts are really in serving people and our city and making things better for the collective good,” Jenny said.
Their work extends beyond homes. Pricepoint helps small business owners—dentists, dermatologists, optometrists, veterinarians—buy or lease commercial spaces. “We help them find a place where they are going to spend the majority of their waking hours away from their friends and family,” Doug said. “It’s where their livelihood is. It's where they serve their community.”
For the Prices, a vibrant city means blending residential living with well-placed commercial hubs. “More and more, we’re realizing the importance of having commercial spaces closer to neighborhoods,” Doug said. “Everything is moving towards being more walkable. In cities like Atlanta, everything is walkable. There’s less of that in Jackson, but we do have some initiatives leaning in that direction, and I hope will come to fruition.” That vision is becoming a reality at Banner Hall.
Banner Hall
A longtime fixture in Fondren North, Banner Hall houses favorites like Lemuria Books and Broad Street Baking Company. When the building’s owners approached the Prices about managing it, they initially declined. But something shifted. “Doug is the visionary behind the whole thing,” Jenny said. “He saw Banner Hall becoming more than just a shopping center—he saw it becoming a true marketplace, a destination.” Under their management, Banner Hall has welcomed new tenants like Levure and family-focused retailer Beans and Bananas. As representatives at Fondren Forward meetings, they’re making sure local property owners have a voice in shaping the district’s future.
Pricepoint’s approach is steady, intentional, and a model of transformation that doesn’t require massive development to make a difference. “You don’t have to start big,” Jenny said. “Take it one day at a time, and tell people your vision. The more excitement you generate, the more people want to join in and big things can happen.”
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