Our Commitments


Tenants are customers, plain and simple. General Capital strives daily to make our tenants’s “customer experience” best–in–class. Our experienced hands–on team works hard to earn the loyalty associated with long term relationships.


Solid and long–term broker relationships are the backbone of our network. We encourage and welcome all inquiries. Paying broker commissions is a good thing and means we’re collectively making things happen. Your ideas will be protected and respected.


Around every General Capital property, we are your neighbors and care deeply about the short and long–term health of our shared environment. We take neighbor’s concerns seriously and focus constantly on appearance, cleanliness and quality.


General Capital has a long and solid track record of working well with municipalities. We thrive in collaborative situations and especially enjoy redevelopment projects. Success today requires communication, creativity, patience and most of all trust. Our goal is always unanimous plan commission and board approval. The idea of “fighting City Hall” is the antithesis of our approach.


The financial aspect is crucial in today’s real estate and business world. The General Capital team has extensive experience in banking, finance and law; a background which proved critical in the previous years. We currently work with more than 20 banks, life companies and institutional lenders, plus numerous equity and tax credit investors. We are complimented regularly on our strong process and institutional approach.


  • Mayor’s Design Award – Century City
  • Mayor’s Design Award – Reed Street Yards
  • Milwaukee Business Journal Best New Residential Development – Mosaic Apartments Shorewood
  • Mayor’s Design Award – Two50Two Apartments
  • Brownfield Renewal Winner – Elven Sted
  • Mayor’s Design Award – Beerline B Apartments