Top Producing Michigan Firm Joins The Real Brokerage

Michigan real estate broker Jim Shaffer and his independent firm, Good Company, have joined The Real Brokerage through its Private Label program — adding more than 170 agents to Real’s operations in the Detroit metropolitan area.

Good Company, based in Royal Oak, Mich., brings 172 agents to Real, including Shaffer’s 40-agent team. The brokerage was founded in 2020 by Shaffer and his sister Gina Jones.

According to RealTrends Verified 2025 rankings (based on 2024 data), Good Company had a volume of $221 million across 761 transactions.

Shaffer said the decision to join Real reflects broader pressures facing independent brokerages.

“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. Before launching Good Company, he led one of the largest teams by agent count within an international real estate network.

Tamir Poleg — chairman and chief executive officer of Real — said the company views the move as an expansion of its footprint in Michigan.

“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.”

Real’s Private Label program allows brokerages to retain their existing brand names while operating within Real’s platform.