Real estate markets reward those who understand cycles, manage risk, and recognize when to create their own path. Adam Herrin has built his career at those intersections. From Salina, Texas, to Division I football at Rice University, to the deal rooms of HFF during the Great Financial Crisis, his trajectory reflects disciplined thinking, strategic repositioning, and a willingness to act when others hesitate.

In this episode of Decision Points, Scott Wood sits down with Adam Herrin, Founder and Managing Partner of Formation Interest, to examine the decisions and inflection points that shaped his development as an operator and investor. Adam discusses the early discipline that competitive athletics instilled, the lessons learned working through the 2008–2009 downturn, and how visibility into distressed capital markets sharpened his understanding of risk, timing, and execution.

Adam details his progression from analyst to producer at HFF, the launch of an industrial capital markets team, and the strategic rationale behind co-founding Urban Logistics Realty. He reflects on the complexities introduced by the pandemic, how shifting visions required a reset, and why choosing to start again offered the clarity needed to build Formation Interest with intention. He also addresses the core principles that guide his approach to leadership, team construction, and sustainable business practice.

The conversation offers a clear view into how Adam evaluates opportunities, balances quality of life with professional ambition, and thinks about long-term value creation in competitive real estate sectors. His experience provides investors and founders alike with practical insight into market cycles, strategic differentiation, and the discipline required to build platforms that last.