From Leasing to Luxury & Investment Sales: How Chicago’s Youngest Real Estate Team Built a High-Performing, Client-Centric Business

Embracing Organic Growth

Michael Kaplan‘s journey began at the young age of 20. Without any prior real estate experience or family connections in the industry, he relied on his innate ability to connect and communicate with clients. His outgoing personality and professionalism allowed him to grow his business exclusively through referrals and repeat clients. He firmly believes that letting his service speak for itself is the best form of advertising.

By focusing on providing exceptional service, Michael turned his clients into advocates. Word-of-mouth referrals became the cornerstone of his business, allowing him to expand his network organically. This approach not only built trust but also established a strong reputation in the Chicagoland area.

The Power of Rentals as a Foundation

While many agents shy away from rentals due to the lower commissions, Michael saw them as an untapped opportunity. His team handles between 150 to 250 rental transactions a year, serving as the top of the funnel that feeds into future buyers and sellers. “Rentals are the best entryway into real estate brokerage when you’re young,” Michael says. This strategy accelerates database growth and establishes long-term client relationships.

By assisting clients in finding rentals, Michael positions himself as their trusted real estate advisor from the outset. As these clients progress in their careers and personal lives, they naturally turn to him for their buying and selling needs. This long-term relationship-building is a key factor in his team’s success.

Recognizing the Need to Scale

After three years of exponential growth, Michael realized he needed to scale to meet the increasing demand without sacrificing service quality. “I got to a point where I needed to scale, but I needed agents I could trust to provide the same level of service my clients expect,” he explains. This led to the formation of The REKAP Group, alongside brokers Sasha Rozhko and Gordy Baba.

Scaling wasn’t just about adding more agents; it was about maintaining the integrity of the service that had brought him success. “Our team has all bought into the same vision, allowing us to collaborate and grow together,” Michael emphasizes. This shared vision ensures that every client receives consistent, high-quality service.

Building a Cohesive Team

Michael places great importance on team chemistry and cultural fit. “I prefer to recruit agents through referrals and personal connections,” he notes. By bringing on team members who align with the team’s energetic and collaborative culture, he ensures a harmonious working environment.

He looks for intangibles such as communication skills, initiative, and a positive attitude. “You hire for attitude and train for aptitude,” Michael believes. This approach allows him to mold new agents into top performers who embody the team’s values.

Strategic Agent Recruitment

Rather than mass recruitment, Michael adopts a strategic approach to adding team members. “I like to be busting at the seams before scaling,” he says. This ensures that the team doesn’t dilute its resources and maintains a high level of service for all clients.

He avoids hiring just to fill seats, focusing instead on bringing in the right people at the right time. “It’s not about how many agents you have; it’s about having the right agents,” Michael asserts. This philosophy has helped The REKAP Group maintain its reputation for excellence.

Leveraging Social Media for Engagement

In today’s digital age, Michael and his team harness the power of social media to stay connected with clients and showcase their expertise. “We merge the old school with the new school,” he says. By producing engaging content on platforms like Instagram, TikTok, and Facebook, they keep their services top-of-mind for past and potential clients without being overly salesy.

They focus on creating content that highlights their personalities and expertise rather than just showcasing properties. “What we’re selling is ourselves—our personality and our expertise,” Michael explains. This strategy builds trust and rapport with clients even before the first meeting. Follow @rekapgroup and @m.j.kaplan on instagram.

Creating Valuable and Authentic Content

Authenticity is key in Michael‘s social media strategy. Instead of relying on generic property tours, the team produces content that offers valuable insights and showcases their unique perspectives. “We want people to get to know us and feel comfortable reaching out,” he says.

By sharing tips, market updates, and behind-the-scenes glimpses into their work, they position themselves as accessible experts. This approach differentiates them in a saturated market and fosters stronger connections with their audience.

Defining Roles Within the Team

In The REKAP Group, roles are defined but flexible to keep everyone engaged and responsive. While Michael focuses on big-picture strategies and client relationships, team members handle various tasks ranging from social media management to client services. “We all wear different hats to keep everyone busy and engaged,” he says.

This dynamic structure allows the team to adapt quickly to changing market conditions and client needs. “Flexibility is essential in real estate,” Michael notes. By empowering team members to take on different responsibilities, they can provide a seamless experience for clients.

Prioritizing Client Relationships

At the heart of Michael‘s business philosophy is a commitment to building and maintaining strong client relationships. He employs an old-school approach of personal interactions—getting coffee with clients, sending handwritten notes, and staying engaged beyond transactions. “I love building and maintaining relationships with people,” he shares.

This personal touch not only enhances client satisfaction but also leads to more referrals. “People appreciate when you go the extra mile,” Michael says. By prioritizing relationships over transactions, he creates lifelong clients who are eager to recommend his services.

Advice for Aspiring Team Leaders

For agents looking to build their own teams, Michael offers several key pieces of advice:

1. Hire Strategically: “Figure out where your time is most valuably spent and hire people to handle tasks that free you up,” he suggests. This ensures that you’re focusing on what you do best while others support you in other areas.
2. Maintain Your Culture: “Make sure new hires fit with your team’s culture and values,” he advises. A cohesive team is more productive and provides better client service.
3. Embrace Flexibility: “Be willing to adapt and wear different hats,” Michael recommends. The real estate industry is dynamic, and flexibility allows you to stay ahead.
4. Leverage Modern Tools: “Utilize social media and technology to stay connected,” he says. These tools can enhance your reach and engagement without significant costs.
5. Stay Client-Focused: “Never lose sight of the importance of personal relationships,” Michael emphasizes. Building trust and rapport is essential for long-term success.

Overcoming Challenges

Building a team isn’t without its challenges. Michael acknowledges that finding the right people and delegating tasks can be difficult. “It’s tough to let go and trust others with your business,” he admits. However, he believes that strategic hiring and clear communication can mitigate these challenges.

He also stresses the importance of not scaling too quickly. “If you scale too fast, you risk diluting your service quality,” he warns. By growing at a sustainable pace, you can maintain control over your business and ensure client satisfaction.

The Future of The REKAP Group

Looking ahead, Michael plans to continue refining his team’s strategies and expanding their reach. “We’re always looking for ways to improve and provide more value to our clients,” he says. This includes exploring new technologies, expanding their social media presence, and potentially adding new team members who align with their vision.

He remains committed to the principles that have brought him success: organic growth, exceptional service, and a strong team culture. “Our goal is to be the go-to real estate team in Chicago for years to come,” Michael declares.

Conclusion

Building a high-performing and profitable real estate team is a complex but rewarding endeavor. Michael Kaplan‘s journey demonstrates that with the right focus on organic growth, strategic scaling, and leveraging modern tools like social media, it’s possible to expand without compromising on service quality. By hiring the right people, maintaining a strong team culture, and staying true to your vision, you can create a team that not only meets the demands of your clients but also propels your business to new heights.

For busy agents looking to scale, Michael‘s approach offers valuable insights and practical strategies. Embrace flexibility, prioritize relationships, and don’t be afraid to think outside the traditional real estate box. By doing so, you can build a team that not only supports your business but also enhances it in ways you may not have imagined.