Real Brokerage announced a partnership with Good Company, an independent brokerage headquartered in Royal Oak, Michigan, adding 172 agents—including a 40‑agent team led by Jim Shaffer—to its Private Label program. The move expands Real’s footprint in the Detroit metropolitan area and brings a well‑established local brand into its national network.
Good Company closed 1,900 home sales in 2025, generating $500 million in transaction volume and ranking as the fourth most productive brokerage in the metro Detroit market. The firm was founded in 2020 by Jim Shaffer and his sister Gina Jones, though Shaffer’s real‑estate team has been active in the region since 1999, giving the partnership a deep local pedigree.
Under the Private Label arrangement, Good Company retains its brand identity while accessing Real’s 85/15 commission split, revenue‑sharing model, equity awards, and cloud‑based technology stack. This “Brokerage in a Box” model aligns with Real’s agent‑first strategy and provides partner brokerages with the same tools and incentives that have driven Real’s rapid agent growth.
The addition of 172 agents lifts Real’s total agent count to over 32,000, enhancing cross‑sell opportunities for mortgage, title, and embedded finance products. Real reported Q3 2025 revenue of $568.5 million and a net loss of $0.4 million; the partnership is expected to contribute significant transaction volume and revenue to the company’s already expanding platform.
Strategically, the deal strengthens Real’s presence in Detroit, a key market for the company’s growth agenda, and demonstrates its ability to scale local brokerages while preserving their brand equity. The partnership supports Real’s competitive positioning against other national platforms and reinforces its focus on technology‑enabled brokerage services.
CEO Tamir Poleg highlighted the company’s agent‑first approach and technology focus, noting that milestones like this partnership are steps toward building a transformative real‑estate platform that serves both agents and consumers.
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