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Friedman Real Estate alternative · Metro Detroit commercial real estate
ICON vs Friedman Real Estate. A fair look, side by side.
Comparing Friedman Real Estate with other commercial real estate brokers in Metro Detroit? Here is what each firm does, where its office is, and who each one fits best, taken from their own public websites.
§ 01Who they are
About Friedman Real Estate.
A full-service firm that brokers, leases, manages, finances and builds out commercial and multifamily property from its Farmington Hills headquarters. Its Metro Detroit office is at 34975 W. Twelve Mile Rd., Farmington Hills, MI 48331.
On its website it describes itself this way: Brokerage: '600 Listings', '$22.5 Billion Transactions', '50 Associates'; commercial management of 104 properties in 13 states (23 million SF); multifamily management of 104 communities (21,000+ units); offices also in Chicago and Columbus.
From friedmanrealestate.com (opens in a new tab), checked 2026-10-30. Prices, people and terms change, so check with Friedman Real Estate before you decide.
§ 02Side by side
ICON and Friedman Real Estate, compared.
"Not published" means we looked on their website and did not find it. We did not call for quotes.
| Topic | ICON Commercial Experts | Friedman Real Estate |
|---|---|---|
| Who they are | A 4-person commercial team, the commercial division of ICON Realty Experts, a licensed Michigan brokerage. | A full-service firm that brokers, leases, manages, finances and builds out commercial and multifamily property from its Farmington Hills headquarters. |
| Metro Detroit office | 33483 Woodward Ave, Birmingham, MI 48009 | 34975 W. Twelve Mile Rd., Farmington Hills, MI 48331 |
| Size | Four people: Joseph Jazrawi, Dylan Jajo, Jerry Nahhas and Fanar Ayar. You deal with them directly. | Brokerage: '600 Listings', '$22.5 Billion Transactions', '50 Associates'; commercial management of 104 properties in 13 states (23 million SF); multifamily management of 104 communities (21,000+ units); offices also in Chicago and Columbus. |
| Services | Investment Sales, Landlord Representation & Leasing, Tenant Representation, Business Acquisitions & Sales, Development & Land. | Landlord representation, Tenant representation, Investment sales and advisory, Commercial mortgage banking, Receivership, Commercial management, Multifamily management, Construction and design, HVAC services, Facilities services, In-house marketing. |
| Property types | Retail, Office, Industrial, Multifamily, Land / Build-to-Suit, Business for Sale, Restaurant / QSR, Car Wash. | Office, Industrial, Retail (incl. big box), Multifamily, Single-tenant NNN, Shopping centers. |
| Markets | Wayne, Oakland and Macomb counties: 31 cities, from Birmingham to Rockwood. | Metro Detroit, Chicago, IL (office), Columbus, OH (office), 'Across the country' for investment sales. |
| Investment sales | Off-market retail centers, industrial, multifamily, car washes and QSRs, underwritten with the cap rate, NOI and pro forma. | Investment Sales & Advisory covers single-tenant NNN, shopping centers, multifamily, portfolio sales, sale-leasebacks, broker opinions of value and financing; says it partners with clients 'across the country'. |
| Leasing and tenant rep | Landlord leasing (including pre-leasing new construction) and tenant searches with comps and offers. | Landlord representation with a nine-step process; calls its team 'one of the largest and most respected Landlord Representation teams in the region'. |
| Business sales | Yes. Operating businesses on their own or with the real estate. | Not published |
| Listings with the numbers | Yes. Every offering page leads with its numbers: the price, and the NOI and cap rate for income property. Off-market addresses follow an NDA. | Has a listing search on its website. Its results load in a script, so we could not confirm whether they show price or cap rate. |
| Off-market deals | Yes. An off-market list gets deals before they go public. | Not published |
| Published fees | Not published. Ask Joseph on 586-331-6211. | Not published |
| Local or national | Local independent, based in Birmingham. Part of the ICON family with ICON Residential and M1 Title Agency. | Local independent (Metro Detroit headquarters, with Chicago and Columbus offices) |
§ 03Who fits where
Who each one fits best.
Friedman Real Estate
Owners who want one firm to handle leasing, sales, financing, management and construction under one roof, especially for larger office, retail and multifamily assets.
§ 04Questions
ICON vs Friedman Real Estate: questions.
What is the difference between ICON Commercial Experts and Friedman Real Estate?
Friedman Real Estate: A full-service firm that brokers, leases, manages, finances and builds out commercial and multifamily property from its Farmington Hills headquarters. ICON is a four-person Birmingham team that sells, leases and underwrites commercial property across Wayne, Oakland and Macomb counties and shows the price, NOI and cap rate on every offering.
Is ICON a good Friedman Real Estate alternative in Metro Detroit?
If you want one small local team, a direct line to the person running your deal and the numbers up front, yes. Owners who want one firm to handle leasing, sales, financing, management and construction under one roof, especially for larger office, retail and multifamily assets. Talk to both before you decide.
Does ICON sell businesses as well as buildings?
Yes. We sell operating businesses on their own or together with the real estate. Business acquisitions and sales.
Where does this comparison come from?
From Friedman Real Estate's own public website (friedmanrealestate.com), checked 2026-10-30. We did not call for quotes. "Not published" means we looked and did not find it. Prices, people and terms change, so check with each firm.