"It's getting more difficult for independent brokerages to compete, and I realized we needed to make a change, Shaffer said. As I began following Real, what the company stands for really resonated with us. Work Hard, Be Kind' is exactly what we teach and live at Good Company. From the start, Real felt like home. Shaffer earned his real estate license at 19 and began working full time as an agent in 2009."
"We're excited to welcome Jim and the entire Good Company organization to Real, Poleg said. Jim is a proven leader who has built an exceptional brokerage rooted in culture, growth and agent success. His decision to join through our Private Label program highlights the value we provide to independent brokerages looking to scale while staying true to who they are"
Good Company, an independent brokerage founded in 2020 by Jim Shaffer and Gina Jones and based in Royal Oak, Michigan, joined The Real Brokerage through Real's Private Label program, adding 172 agents in the Detroit metro area, including Shaffer's 40-agent team. Good Company reportedly closed about 1,900 sales and $500 million in volume in 2025 and retained its brand under Real's platform. RealTrends Verified 2025 rankings (based on 2024 data) list Good Company with $221 million across 761 transactions. Shaffer cited increasing competitive pressures on independents and aligned cultural values with Real. Real's CEO called the move a Michigan footprint expansion.
Read at www.housingwire.com
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