Elsafy Team’s journey to $80 million in sales and a new home at Keller Williams

So far this year, the team has closed 126 units totaling $80 million recently connected Keller Williams MKEone of the largest real estate agents in the region.

For Elsafy, his real estate journey didn’t start behind a desk, but through real estate ownership.

“I owned a duplex and before I knew it, I owned seven duplexes,” he said. “Then I thought, ‘This real estate thing is kind of fun. I like features. Why don’t I just become a real estate agent?”

He got his driver’s license in 1998, but the first few years were challenging.

“In my first three years I was a colossal flop because while the real estate business does deal with properties, it has very little to do with the properties and everything to do with the people,” says Elsafy. “And it took me a long time to figure that out.”

Building the Elsafy team

It took Elsafy more than ten years to form his first team.

“That didn’t happen until 2012, so it took me about 15 years to figure out that this could be a good idea,” he said. “As far as our ability to stay around, I try not to pay attention (to outside noise), whether it’s COVID, interest rates, tariffs or whatever chaos is happening in the world.

“I just coordinate all of that. I don’t have to sell every house in my market. I have a plan for how many I need to sell – and I focus on the people I care about. When you break it down into little pieces, it doesn’t really matter what’s going on around you.”

Advice for new agents, technology

Elsafy is candid about the challenges new agents face, emphasizing focus and perseverance.

“Culture is hard at first, and there’s no sugar coating it,” he said. “But I think those who make it early are focused and focused on the right things. When you get into the business, your brain is overflowing with ideas, and it distracts you, and you do a lot of little things that aren’t particularly good.

“You quickly realize that there are some very basic things you need to do, and you just go into those. Build your atmosphere and database.”

The team uses technology strategically and focuses on tools that improve the customer experience rather than flashy gimmicks, Elsafy added.

“We only work with tools that allow us to serve our customers, whether it’s improving their experience, improving communication or making them feel like they know what’s happening and stay connected,” he said. “The other stuff is just a distraction, to be honest.

“There’s no one thing that will suddenly increase your business by 25%. The only thing that can do that is build better relationships with customers.”

Local market insight

The Elsafy team focuses on Milwaukee’s North Shore, a market known for its historic homes and affluent communities.

“The houses on the north shore date back to the early 20th century,” Elsafy said. “Imagine brick houses, stone houses, colonials and Tudors, sidewalks and street lights. There are really old, mature trees and exceptionally good schools close to downtown. Lake Michigan has tremendous appeal. It feels like you’re on an ocean instead of a lake.”

Although the team manages a wide range of properties, luxury real estate is a key focus.

“We tend to get a lot of well-educated, highly professional, well-traveled people who want to settle here,” Elsafy said. “I’m looking down a boulevard street with hundred-year-old trees changing color. It’s an area where people walk to school. There are no buses. There are no buses.”

“There are very tight-knit communities where they have block parties all the time, holiday parades and the Pumpkin Festival, and things like that.”

While the move to Keller Williams MKE positions the team for continued growth, Elsafy says the fundamentals remain the same – especially as we navigate a still-uncertain market.

“I would just call it a more balanced, normal market, which is something many of us haven’t experienced in a long time,” he said. “It feels strange. We have to take out old tools, like knowing how to negotiate and how to handle inspections. There are difficult conversations with sellers about price. We haven’t had to do that for a number of years.”

“So for old people like me, we kind of have to go back to our old toolbox. For new officers, they kind of learn how to deal with those things.”