Meet the team

Decades of experience. Real-world development knowledge.

Lincoln Equity CRE is guided by a practical, relationship-driven approach to commercial real estate, development, and capital advisory.

Executive profile

Mike Soon

Commercial Real Estate & Development Advisor

CCIM — Certified Commercial Investment Member

Mike Soon brings more than 55 years of real estate experience to Lincoln Equity CRE, informed by commercial real estate, development, lending, and advisory work across a wide range of transaction environments.

His perspective is grounded in firsthand project, ownership, and market experience. He draws on longstanding industry relationships to help clients see the practical choices in front of them and identify an efficient path forward.

55+

Years in real estate

CCIM

Investment designation

5 offices

Former RE/MAX operation

Executive profile

Michael Craig

Commercial Real Estate & Capital Advisor

Michael Craig brings more than 37 years of experience spanning marketing, technology, commercial real estate, mortgage lending, and relationship development.

His work is shaped by strategic relationships developed across organizations including RE/MAX, Seven Gables, Keller Williams, and Grand Sierra Resort. At Lincoln Equity CRE, Michael applies that perspective to help clients bring clarity to complex real estate and capital conversations.

Relationships

Business begins with trust, thoughtful listening, and an understanding of the people behind an opportunity.

Experience

A cross-disciplinary perspective developed through real estate, mortgage, marketing, technology, and relationship-building.

Creativity

A practical willingness to look beyond a conventional path when a complex opportunity requires fresh thinking.

Technology

Modern technology and AI used to make commercial real estate capital conversations more efficient and understandable.

A relationship-led perspective

“Time is not meant to be wasted. Period.”

After living with seizures throughout his life and later surviving brain surgery, Michael’s perspective on faith, empathy, relationships, and the value of time changed profoundly. He created Michael & Talia Learn Real Estate & Mortgage, an educational cartoon explainer, and wrote AWAKE, his life story. He believes people often carry challenges we cannot see, and that every relationship should begin with empathy.

Explore Michael’s story

Selected experience

Perspective developed through major projects and operating businesses.

Kapalua, Maui

Experience involving the Kapalua community, including The Ritz-Carlton on Maui and The Plantation Golf Course.

Grand Sierra Resort, Reno

Involved in a condominium-hotel conversion at the 816-room Grand Sierra Resort, including the conversion and sale of approximately half of the hotel’s units.

RE/MAX Realty Professionals

Former owner of the Reno brokerage operation, which included five offices and more than 150 agents.

Integrated real estate services

Ownership or participation in affiliated real estate services, including mortgage, title, escrow, and home warranty.

What Mike brings to Lincoln Equity CRE

Experienced insight for consequential real estate decisions.

Commercial Real Estate

Acquisition, disposition, investment analysis, and strategic advisory grounded in real transaction experience.

Commercial & Land Development

Helping developers evaluate projects, identify obstacles, structure transactions, and determine practical next steps.

Commercial Financing

Helping borrowers understand financing alternatives and approach capital structures with clarity.

Strategic Advisory

Using experience and industry contacts to help clients avoid unnecessary mistakes, delays, and wasted time.

A practical philosophy

“Transparency and respect for people’s time are the starting point for every productive relationship.”

Mike’s approach is straightforward, experienced, and relationship-driven. His priorities extend beyond business to God, family, golf, enjoying life, and helping others succeed.

Discuss Your Commercial Real Estate or Development Opportunity

Connect With Lincoln Equity CRE

Experience and transaction information

Experience references are provided for general information and do not represent a promise of financing availability, transaction results, or advisory outcomes.