Cloud-based real estate firm The Real Brokerage Inc. on Friday announced that Tennessee-based residential real estate group Great Life RE, LLC has joined Real from eXp Realty, LLC. The addition expands Real’s footprint in eastern Tennessee.
Great Life’s agents serve areas in Knoxville, Florida and North Carolina, and generated $100 million in sales in 2022. The company, led by Lainey Jones and Eleanor Cippel, was founded as an independent brokerage in 2017 by Jones and Cippel.
“We are thrilled to welcome Lainey, Eleanor and the rest of the Great Life RE group to The Real Brokerage family. They will be a great addition to our collaborative culture,” Real president Sharran Srivatsaa said in a prepared statement.
Jones is a top producing agent, specializing in lake and waterfront properties in east Tennessee. She began her career in real estate as an appraiser in Florida, becoming an agent in 2007.
Prior to co-founding Great Life, Jones spent six years as a broker and lake specialist at RE/MAX.
“We started Great Life with a vision of creating a better place for agents,” Jones said. “Real’s connected culture and value of ‘Work Hard. Be Kind.’ fit with how we have shaped Great Life and allowed us to attract some of the highest quality agents to our group.”
As an agent, Cippel focuses on the luxury and lake home real estate segments and also coaches agents.
In addition to working as a real estate agent, Cippel has experience as a media, innovation and marketing executive. Prior to helping co-found Great Life, her positions included roles at EW Scripps, The Denver Post, Digital First Media Inc., and Coats2Coats.
“We’ve been watching the growth and momentum at Real and wanted to be part of a brand that is not only growing, but also shares our core values,” Cippel said in the statement. “At Real, they are focused on eliminating silos and ensuring that agents are positioned for long-term success.”
Real was founded in 2014 and currently serves 45 states, D.C., and three Canadian provinces with more than 9,000 agents. In 2022, the network increased its agent base by more than 108%, Real’s chairman and CEO Tamir Poleg said. It recently acquired Expetitle, now named Real Title, and home loan platform LemonBrew Lending.
