About REIA
Hard Money
We're here to make the real estate investment funding process simple and fast.
Our Mission
At REIA Hard Money, we proudly champion the borrowing needs of Milwaukee REIA members through market-competitive lending. Our mission is propelled by a commitment to a customer-focused, fully transparent, and efficient process. We are dedicated to delivering a best-in-class product and service that consistently surpasses the expectations of the members we have the privilege to serve.
Our Community
For over 15 years, we've been fostering the growth of the Milwaukee REIA Community, now comprised of over 600 members. It's a testament to the passion of this community that many REIA Hard Money loans find support from Milwaukee REIA members who share our mission of backing the borrowing community in the Greater Milwaukee Area. Your dedication has played a pivotal role in shaping this community, and for that, we are deeply honored and thankful.
Our Team
Eric Lundberg
Founder and CEO
With over 20 years of experience in real estate, Eric Lundberg has built a career around buying, renovating, and selling hundreds of properties while creating platforms that empower other investors to succeed. As the founder of The Aimful Companies and its family of brands—including Milwaukee REIA, REIA Hard Money, Sell Now Wisconsin, and Arc Capital Fund—Eric combines investing expertise with mentorship, community-building, and innovative financial solutions. His mission is simple: to turn challenges into opportunities and help investors thrive in the Greater Milwaukee market.
Dan Farsht
Director of Business Development/
Fund Co-Manager
With more than 20 years of experience in strategic partnerships and business growth, Dan Farsht brings a unique ability to build trust and long-term relationships with both investors and borrowers. Since joining REIA Hard Money and Arc Capital Fund in 2023, Dan has played a key role in scaling both companies—positioning REIA Hard Money as one of the top hard money lenders in Greater Milwaukee. As Fund Co-Manager of Arc Capital and Director of Business Development at RHM, he oversees investor relations, capital raises, and borrower partnerships, ensuring projects are funded smoothly and investors see strong, reliable returns.
Melanie Shaffer
Transaction Coordinator
With over a decade of experience across multiple real estate sectors, Melanie brings deep operational expertise to every stage of the transaction process. She joined the team in 2025 to help scale operations and enhance the client experience through efficient, relationship-focused coordination.
Current RHM Loan Statistics
LOANS CLOSED
100+
Since launch in 2024.
TOTAL AMOUNT FUNDED
$20MM+
Since launch in 2024.
LOANS DEFAULTED
1
We helped borrower sell property without them incurring any legal costs.
Our Strategic Partners
Zimmer & Rens provides professional legal services to real estate investors. They assist real estate investors with setting up the proper documents and contracts, and will work with clients to assert their rights in the event of a legal dispute. As a strategic partner of the Milwaukee REIA, Zimmer & Rens offers special incentives to our borrowers, including a $500 flat fee to create their first LLC.
Prism Title is a trusted Milwaukee REIA partner, providing accurate and efficient title services to ensure smooth real estate transactions. With advanced technology and an experienced team, they deliver exceptional service and timely closings that reflect positively on your business. Since 2007, Prism Title has been committed to helping clients succeed with every transaction.
Let’s talk about your project
Location
12660 W North Avenue
Brookfield, WI 53005
Call Us
(262) 208-4708
Email Us
info@reiahardmoney.com
