We caught up with the brilliant and insightful Mukul “micky” Lalchandani a few weeks ago and have shared our conversation below.

Hi Mukul “Micky”, thanks for joining us today. So let’s jump to your mission – what’s the backstory behind how you developed the mission that drives your brand?

At Undivided, our mission is rooted in a deeply personal experience that continues to shape everything we do. Many years ago, my family in Hong Kong was introduced to a promising real estate investment in New York City. We trusted the process and the professionals guiding us, only to be left abandoned during a critical point in the transaction. As foreigners unfamiliar with New York’s complex real estate landscape, we faced unforeseen challenges and costs, all while feeling unsupported by those who had promised to help.

This experience left an indelible mark on me. I saw firsthand how the lack of proper guidance, transparency, and care could turn what should have been an exciting opportunity into a source of stress and frustration. That’s when I made a promise: I would one day build a real estate business dedicated to preventing others from going through what my family endured.

At Undivided, we are committed to keeping the human element at the heart of every transaction. In an industry increasingly focused on automation, algorithms, and volume, we believe in something deeper—relationships, trust, and service. We aim to be the benchmark for professionalism and personalized care, offering undivided loyalty, attention, and guidance from the first conversation to the final closing.

For us, this mission is more than words—it’s a call to action. It’s about setting a new standard for real estate where clients, whether local or international, are treated with the respect and dedication they deserve. This is why Undivided exists: to redefine what it means to “do real estate” and to ensure no client ever feels like just another number.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

At Undivided, we specialize in luxury condominium sales, leasing, and management, with a particular focus on new development homes in New York City. Our boutique firm is built on a commitment to providing white-glove service and setting a new standard in the real estate industry. What sets us apart is our ability to combine personalized service with expertise tailored to the unique needs of foreign buyers navigating the complexities of the NYC market.

We understand that buying property in New York as an international client can be daunting—cultural differences, legal nuances, and logistical hurdles often make the process overwhelming. Our team specializes in simplifying this experience, serving as trusted advisors who provide clarity, guidance, and support every step of the way. From assisting with financing and navigating board approvals to managing the details of property management post-purchase, we ensure our clients feel informed and cared for throughout the process.

Another aspect that makes us unique is our focus on education and innovation. Our YouTube channel has over 40,000 subscribers, showcases our expertise and provides valuable insights into NYC’s new construction homes. It’s a powerful resource for foreign and local buyers alike, enabling us to connect with a global audience and provide transparency about the market.

Recently, we elevated our service approach further when I graduated from the Goldman Sachs 10,000 Small Businesses program, which sharpened our strategy for scaling impact while maintaining our boutique, client-centered approach.

At Undivided, we solve key challenges for our clients, particularly foreign buyers, by offering tailored solutions that ensure every transaction is seamless and stress-free. We’re proud to have built a reputation as a firm that prioritizes relationships over transactions, treating every client with loyalty, care, and professionalism.

For potential clients and followers, Undivided is more than just a real estate brokerage—it’s a trusted partner that provides the expertise, resources, and personalized service you need to achieve your real estate goals with confidence, no matter where in the world you call home.

How’d you build such a strong reputation within your market?

When I first started in real estate 16 years ago, I knew right away that I wanted to focus on sales and build a personal brand. At the time, personal branding in real estate was almost unheard of—Instagram didn’t even exist yet, and marketing in general was still in its early stages. I began branding myself as The Modern Agent, positioning myself as forward-thinking and innovative in my approach to the industry.

As I worked on deal after deal, I always held myself to the highest standards of professionalism, integrity, and excellence. Over time, my commitment to quality service and my consistent marketing activities helped me gain recognition in the marketplace. People began to notice me—not just for my branding but for my work ethic and the results I delivered for my clients. It felt good to not only be known but also to be well-respected among my peers and clients.

While The Modern Agent brand no longer exists, the reputation I built during those early years has carried forward and continues to thrive under Undivided. Today, that same commitment to excellence, innovative thinking, and client-focused service remains the cornerstone of everything we do, helping us build trust and respect in a competitive market.

Any insights you can share with us about how you built up your social media presence?

There’s no crystal ball when it comes to social media—it’s a process of learning, trial and error, and continuously improving based on feedback from your audience. In my experience, building a presence takes time, patience, and a commitment to delivering value. For us, YouTube has been the platform where we’ve found the most success, and we’ve made it the cornerstone of our strategy.

Think about it—when someone starts thinking about buying a home, they often begin by researching the process long before deciding on a real estate agent or brokerage. Unlike Instagram and other social platforms, YouTube offers a unique advantage: it’s a search engine. People actively look for specific topics, and they want in-depth information they can trust. This is where we shine—by providing insightful, unique, and intelligent content that helps potential buyers make informed decisions.

The key isn’t necessarily having a huge following or millions of views. It’s about connecting with your audience in a way that resonates with them. Some creators stand out because they’re charismatic or have a natural flair for performance. For us, it’s about being thoughtful and delivering content that goes beyond the surface—information and insights viewers won’t find anywhere else. That’s what makes us unique, and it’s how we build trust and credibility.

For anyone just starting to build their social media presence, my advice is simple: find your unique edge. Be authentic and focus on how you can connect with your target audience. Whether you’re naturally entertaining, highly skilled, or have a unique perspective, lean into what makes you, you. Consistency, value, and authenticity are the keys to building a meaningful and engaged audience.

Contact Info:

• Website: https://undividedre.com
• Instagram: https://www.instagram.com/mukulrealestate/
• Linkedin: https://www.linkedin.com/in/mukul-micky-lalchandani/