Lake Geneva Area Realty

What Lake Geneva Area Realty does

Lake Geneva Area Realty, Inc. is a privately held, family-owned residential and commercial real estate brokerage founded in 2006 by Sal Dimiceli Sr. and headquartered in downtown Lake Geneva, Wisconsin, directly across from Geneva Lake. The firm operates under a team-based, salaried-agent model branded as "Sal's Team," in which licensed agents in both Wisconsin and Illinois collaborate on transactions rather than competing for commission splits. Core service lines include buying and selling primary residences, secondary/vacation homes, commercial properties, and vacant land, primarily across Walworth County and the broader Lake Geneva tourism region.

The firm's operational technology is the Real Geeks IDX platform, which powers the public website, MLS-integrated property search (filterable by county, municipality, price, beds, baths, and property type), home-value estimation tools, custom neighborhood market reports, and lead capture. Listings are syndicated across more than 60 consumer real-estate websites, supplemented by email alerts, social media presence on Facebook and Instagram, an editorial blog on community and market topics, and traditional channels including newspaper advertising and yard signage. Additional site tooling includes a Real Geeks mortgage calculator, Google Translate localization, and Wistia-hosted video content.

Revenue is generated exclusively via real-estate commissions. The pricing model charges 3% commission on lakefront properties valued at $2 million or more, and 4% or 4.8% co-broke commission on all properties above $100,000. The firm's go-to-market is direct, through its own agents serving consumers and SMB clients. The brokerage does not have outside investors, subsidiaries, or a parent company, and the Dimiceli family retains full operational control. An affiliated community charity, The Time Is Now to Help the Children & Elderly, was founded in 1989 and provides further brand differentiation and goodwill in the local market.

Name

Lake Geneva Area Realty

Legal name

Lake Geneva Area Realty, Inc.

Website

https://lakegenevaarearealty.com

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

11–50 employees

Short description

Lake Geneva Area Realty is a privately held, family-owned real estate brokerage serving the Lake Geneva and Walworth County region with licensed agents in Wisconsin and Illinois, operating under a salaried team model on the Real Geeks IDX platform.

Ownership category

akta.pro rank

Product category

Residential Real Estate Brokerage

NAICS

Offices of Real Estate Agents and Brokers (5312), Offices of Real Estate Agents and Brokers (53121)

SIC

Real Estate Agents & Managers (For Others) (6531)

akta.pro primary industry

Traditional Residential Brokerage (Existing Homes) (BPAJAAAA)

akta.pro secondary industries

Residential Real Estate Teams & Agent Networks (Team-Based Brokerage) (BPAJAAAL), Land & Development Site Brokerage (BPAJABAG)

Keywords

• Residential real estate brokerage
• Commercial property sales
• Lakefront real estate
• Vacation home sales
• Walworth County real estate

Headquarters

HQ city

Lake Geneva

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Others

Revenue model

1. Real Estate Commissions: Traditional real estate commission-based revenue. The company charges 3% commission for lakefront properties valued at $2 million and above, and 4% co-broke commission for all properties over $100,000.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Lake Geneva Area Realty is a full-service real estate brokerage providing residential, commercial, vacation/secondary home, vacant land, and investment property buying and selling services across the Lake Geneva area of Wisconsin and Illinois. Operating as "Sal's Team" under Broker/Owner Sal Dimiceli Sr., the firm runs a collaborative team model with agents licensed in both states, offering transaction-based commission pricing (3% on lakefront properties $2M+, 4%–4.8% co-broke on properties over $100K), maximum exposure on 60+ real estate portals, and service availability seven days a week.

Product overview

Lake Geneva Area Realty operates as a full-service real estate brokerage built around Sal's Team, a collaborative group of agents licensed in both Wisconsin and Illinois. The core offering centers on residential and commercial property buying and selling across the Lake Geneva area in Walworth County. The company provides a comprehensive suite of services including an advanced property search platform with MLS integration, home selling assistance with marketing across 60+ websites, home value estimation tools, and custom market reports. The team differentiates through reduced commission rates and 'Full Service +++' offerings including complimentary services. The brokerage also maintains an active charitable initiative called The Time Is Now, founded in 1989. The business operates seven days a week from an office in downtown Lake Geneva.

Differentiator

Problem solved

Functional benefit

Products and services

• Sal's Team Full-Service Real Estate Brokerage A full-service real estate brokerage team (Sal's Team) providing residential, commercial, vacation/secondary home, vacant land, and investment property buying and selling services for clients in the Lake Geneva area of Wisconsin and Illinois, operating as a collaborative team under Broker/Owner Sal Dimiceli Sr. with agents licensed in both states.
• Home Selling Services Comprehensive home selling assistance for property owners in the Lake Geneva area, including property valuation, home preparation consultation, pricing strategy, internet marketing across 60+ real estate websites (Realtor.com, Zillow.com, Trulia.com, and others), negotiation support, and transaction processing through closing.

Quantifiable outcome

• Properties sold in 2-3 weeks in competitive market

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• @properties: Major Chicago-area residential brokerage with significant Lake Geneva/Walworth County presence, listing multiple properties in the same area as Lake Geneva Area Realty. Serves overlapping buyer/seller segments and competes on luxury second-home representation.
• RE/MAX Plaza: RE/MAX-affiliated brokerage listing properties in Walworth County alongside Lake Geneva Area Realty. National brand recognition with local agent presence, competes for residential transactions in same geographic segment.
• Compass: Technology-forward national brokerage actively expanding into luxury secondary/vacation home markets including Wisconsin lake regions. Competes for high-value listings and offers agent technology that could challenge smaller independent brokerages.
• Keller Williams Lake + Luxury: Keller Williams franchise focused on luxury lake properties in the Lake Geneva region. Competes for high-ticket vacation-home transactions with national brand infrastructure and luxury specialization.
• Coldwell Banker Real Estate Group: National franchise with regional agents serving Walworth County and Lake Geneva. Competes at the same luxury/residential segment with stronger national marketing reach and brand recognition.

Regional players

• Bear Realty Of Burlington: Regional Wisconsin brokerage serving the broader Walworth/Racine county area. Direct competitor for residential listings in adjacent municipalities to Lake Geneva.
• Shorewest Realtors: Wisconsin-based residential brokerage with statewide presence including SE Wisconsin counties around Lake Geneva. Competes for broker-to-broker referrals and co-broke commissions.

Direct peers

• Legendary Real Estate Services: Local Walworth County brokerage listing properties alongside Lake Geneva Area Realty in Delavan and surrounding area. Competes in the same single-family residential segment with comparable commission structure.
• Berkshire Hathaway Starck Real Estate: Regional brokerage operating in the Lake Geneva area, listing local properties on Lake Geneva Area Realty's own IDX feed. Competes directly for residential and lakefront buyers/sellers in the same Walworth County market.

Emerging players

• dwelliant (formerly Redefy): Discount brokerage platform actively distributing listings in the Lake Geneva market (per Lake Geneva Area Realty's portal mix). Represents the discount-brokerage threat to traditional commission economics.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/watch?v=DApKEeIAWWg
• Facebookfacebook.com/lakegenevaarearealty
• Instagraminstagram.com/lakegenevaarearealty
• LinkedInlinkedin.com/company/lake-geneva-area-realty

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Lake Geneva Area Realty