Brian Elmore

About Brian

Two Markets. One Trusted Advisor.

Brian Elmore is a licensed Realtor serving buyers, sellers, and investors across Chicagoland and the West Michigan lakeshore. He holds active real estate licenses in both Illinois and Michigan, works in two distinct markets with genuine depth in each, and brings the same level of preparation and analysis to a home purchase in Chicago as he does to a vacation home or short-term rental investment on the West Michigan lakeshore.

Before real estate, Brian spent over a decade at PwC, Northern Trust, and Deloitte. Those years built the analytical discipline, negotiating instincts, and consultant's mindset that shape how he approaches every transaction today. A significant personal loss prompted him to step back and reassess what he wanted his professional life to look like. The answer was clear: work that required genuine expertise, produced visible results, and earned the kind of trust that only comes from advising people through decisions that actually matter.

That trust-first orientation defines how Brian operates. He works with buyers who want more than a tour guide, sellers who want a strategist, and investors who need someone who understands both the opportunity and the risk. He will tell a client when a property doesn't stack up. He will miss a transaction before he'll push someone toward the wrong decision. The referral relationships his clients generate are more important to him than any individual deal.

He is also a West Michigan homeowner, not just an agent who works the market. Brian and his husband Jeff have split their time between Chicago and the Saugatuck area for years and built their home there together. That personal stake translates into advice grounded in reality: what it costs to carry a vacation home, how short-term rental regulations vary across the lakeshore counties from Michiana to Holland, and what the listings don't tell you. He maintains one of the more detailed public resources on West Michigan STR regulatory status, updated as ordinances change across the municipalities he serves.

His preparation for individual transactions goes well beyond the standard. Brian uses data and AI-assisted analysis to arm clients before they walk into a property: comparable sales, market context, condition considerations, and a framework for comparing options when it is time to decide. He believes strong real estate outcomes come from combining good data with sound human judgment. Most agents lean too heavily on one or the other.

In 2025, Brian contributed $10 million in personal production to the Justin Lucas Group's $43 million in total sales, earning @properties Christie's International Real Estate's Timeless Award. The Justin Lucas Group is consistently recognized among Chicago's top-producing real estate teams. Brian is an active member of Chicago's LGBTQ+ community and joined the Justin Lucas Group at the outset of his real estate career, a natural fit with team leader Justin Lucas, with whom he had previously worked at Northern Trust.