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by Natalie Veloso, Omaha Magazine. In May 2008, Lisa Harte took a leap of faith that would reshape her career and carve out a space for herself in the male-dominated freight logistics industry. With two decades of experience, she founded Advantage Logistics, a woman-owned brokerage specializing in heavy-duty equipment and less-than-truckload (LTL) freight. Harte's path to entrepreneurship began with a part-time job at a smaller company, where her growing passion and confidence in her abilities inspired her to branch out on her own. “I had no idea where it would take me, but I knew that I could talk to people,” Harte said. “I knew that I could do some good in the business.” Her personal touch and entrepreneurial grit have set Advantage Logistics apart. Harte operates independently, without the pressure to meet strict bottom-line goals like larger firms. Freight brokering, she explained, requires strong communication with clients to build a base for moving freight to carriers. “I'm still just a one-person show who has some help in the background with bookwork, but I do it all,” she shared. “I don't want clients to have to talk to anybody but me. It's been a good choice.” Her approach allows her to maintain direct, personal contact with each client regardless of the volume of freight she's handling. Harte's success has grown entirely through word-of-mouth referrals, starting with a single loyal customer who remains with her 16 years later and expanding to a roster of about 40 major clients today. Mike Kranz of Waste Connections Inc., one of Advantage Logistics' long-standing clients, relies on the company to handle complex logistics, including transporting equipment like metal dumpsters and large four-axle trucks. “Frankly, we couldn't get this completed without our relationship with (Harte),” Kranz said. “She makes things so easy; after one email or call, she takes control, and I don't have to worry about it anymore.” “I know when I call Lisa that she's going to check all the boxes: the best rate, clear communication, and an ETA you can bank on. Full truck or LTL, she's my first choice,” said Lawrence Hale Jr. of Beacon Building Products, another of Advantage Logistics' trusted clients. Harte attributes much of her success to her personable approach—treating clients and carriers as individuals she genuinely cares about. She emphasizes that while kindness is her default approach, being firm with certain carriers is sometimes necessary to maintain professional standards. “This industry has always been male-dominated, especially at the time I started, so I did have to toughen up a bit,” she explained. “Still, I talk to them like they're my friends, and they are—we're a big family.” Her ability to balance fairness between clients and carriers has been key to her success. “‘Keep up the good work,' I tell my drivers. ‘Bless you. Be safe on this trip.' I just think that's important,” Harte said. Today, Harte remains focused on maintaining high-quality service for her clients. She envisions hiring more employees as a potential next step to expand her customer base without compromising personal attention. Yet, she is content with staying busy and fully engaged in her work throughout the day. Harte describes the freight industry as increasingly challenging due to economic pressures and reduced freight demand. Still, her priority is ensuring her clients receive the best service possible. “I want people to feel like they got everything out of these services that they needed,” she said. “They know they can come to me with any load, and I will do everything I can to handle it.” Harte noted that with determination, success is always within reach. “I've hit some roadblocks, but industries are always evolving no matter what you're doing,” she said. “You can learn from your mistakes, and you can try again.”
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