Wynne Achatz is the vice president, manager, and associate broker for Westrick Real Estate One in Marine City, Mich. If that sounds hectic, wait -- that's not all she does. Michigan-born-and-bred Achatz, who represents the fourth generation of a family business that began in Marine City in 1889, is also a real estate course instructor and the director of the Marine City Chamber of Commerce. Her real estate career began in 1978 when her brother and father were looking for a licensed secretary to manage the office where Achatz still works. Within two years, she was a broker. Eighteen years later, Achatz remains at the only company she's ever worked for and ranks consistently in the top five sales agents in her franchise region. Westrick Real Estate One -- consisting of Achatz, three full-time agents, a secretary, and her father, the owner -- ranks in the region's top 10.

Particularly noteworthy about Achatz is her Web Site. While it's comprehensive and jam-packed with local information -- mortgage information and a free "RateWatch" service; "e.News," an online newsletter; helpful links; school stats; local golf course information; a Marine City slide show; even an online pager -- Achatz invites new and longtime customers alike into her daily activities. Log on to her site, and you'll find "Wynne's Photo Album," where you'll find pictures of her (slightly messy) desk, car, office, and co-workers. Users may send cyber cards and flowers through her site with personalized messages. You'll even find a reference to a good restaurant next door if you happen to drop by Westrick Real Estate One. It's all part of her objective to find a creative niche that sticks in consumers' minds. Achatz, named "Woman of the Year" in 1992 and 1996 by the Blue Water Chapter of the Women's Council of Realtors, recently spoke with AgentNews about her rise to success, the marketing philosophies that kept her at the top of her profession, and her attempts to balance a schedule in which selling homes plays only one part.

A.N.: How did you manage to become a broker within just two years of joining your family's business as a secretary?
W.A.: Education, education, education. Along with the education came a high volume of production and good time-management skills. I had two little ones -- ages 1 and 4 -- and I was not about to leave them with a babysitter for any length of time. Sometimes they went on appointments with me. My youngest, Jayme, went to work with me a lot. I was fortunate that this worked.
After my real estate license came, I immediately took Appraisal I and Appraisal II, GRI I, and a CRS class. I took a brokers' preparatory class and was able to pass the broker's test the first time around. Then I asked several area brokers and appraisers whom I worked for write a letter to the department signifying my ability to be a broker along with the documentation of my production and management from the time I received my license. They granted me the license.

A.N.: How long have you had a Web site?
W.A.: It was in Atlanta, at the National Association of Realtors convention in November 1995, when I saw materials from an Allen F. Hainge seminar. I poked my head in to listen a bit [of the seminar] and made some mental notes. This was something I needed to look into. After reviewing Allen's ideas about the importance that the Internet was going to have on the future of real estate, I decided to take the plunge. The Internet was going to be the wave of the future. Allen had given a lot of tips -- most of which I followed.
February 1996 is when I actually had the capabilities to function with my e-mail and the Web site. It actually went up in January sometime, but I didn't have a clue as to how to run a computer for anything other than a MLS search. Believe it or not, I was one of those people who didn't think I would ever need a computer in this area. I thought that was only important for people working in big places, like California and Texas.

A.N.: Who designed your site?
W.A.: After searching around the nation, I choose Sandy Teller. She has a real estate background, having been licensed in two states, and she has a real knowledge of buyers' and sellers' needs. Most important of all, Sandy knows how to put these all together in creative designs to formulate good Web sites.

A.N.: What kind of response have you gotten from customers?
W.A.: Very positive. So far, many of the leads I have received from my Internet links have turned into customers and listings. Sellers like the idea of being able to have their homes exposed in as many places as possible. Everyone seems to like the information offered within my site. I am always adding information and changing it around -- for a fee to the Webmaster, of course. One way to get around this is to purchase your own domain through Internic or through your designer. Then you can purchase Microsoft Front Page, and you or your tech can make simple changes. This is what I do. But always remember this: Time is worth money. So think this through before you act.

A.N.: What percentage of your leads would you say come from your Web page?
W.A.: You have to remember that the Web site is another professional means to advertise yourself to another market that may not otherwise have found you. The Web site is another tool to get leads. Remember I said that site visitors will come back if you add to or change your site regularly? I have an electronic newsletter that changes monthly on my Web site. Each month, I send an e-mail message to all the people whom I have e-mail addresses for to remind them to go to my Web site and see this month's issue.
It's fun for them [customers]. There's an article on something related to the times, free shareware, interesting links, sometimes free cards for them to send. This also generates new Internet leads for me as other site visitors "subscribe." Which means that they send me an e-mail address to be on the list. Those consumers are going to see you monthly, and who do you suppose they will think about when they have a real estate-related need? Probably the person that is unobtrusively and quietly in front of them every month -- you!
Anyone can own e.News -- Web site or not. You can e-mail me at news@wynnea.com for more information if you'd like to have your own personalized e.News. My Web site designer publishes it for Realtors.

A.N.: What's most important for agents to have on their Web sites, in terms of information or services?
W.A.: Local information -- about schools, for example. But the most important thing to have on your Web site is to tell homebuyers and sellers what you can do for them. You need a creative theme distinct to you and your market area. Again, give them free stuff. I think that's one of the reasons Sandy Teller is such a good designer. She has creative, fun stuff to add to your Web site that keeps visitors coming back.

A.N.: When agents invite the public into their lives through their Web sites as you have -- showing customers pictures of your office, your car, giving them that access -- does that accessibility boost business?
W.A.: Yes, I believe that there is a certain arena of site visitors who are looking for someone they can blend with. I just wanted people to know what was behind the scenes for me. In this area, some people can relate to the car I drive, since this an automotive manufacturing area. The "big three" are major employers in the area.

A.N.: As "Woman of the Year" in 1992 and 1996, do you believe that real estate is a good career for women in terms of the flexibility it provides -- the ability to control one's hours, for example? With respect to pay, are women on an even playing field with men?
W.A.: In this business, one gets what one earns ... sex is not a factor except when a prospect specifically wants to deal with a man or a woman.

A.N.: You're involved in a mind-boggling number of professional organizations -- your local chamber of commerce, the Girl Scouts, your hospital ministry, and you're a lector. How on earth do you balance it all?
W.A.: My first obligation is always to my children. As I mentioned earlier, they were 2 and 5 when I began in the real estate world. They just turned 21 and 24 this winter. Both of them are now doing well in college. I was involved in a lot of community and church activities with my children. I just continued on. The chamber activity is part of my [primary] job. If you are involved with the community, you know what is going on, and you're more in front of the community. I just pretend that all of these things are "my time" things. I do that instead of watch TV. I also golf and do a lot of walking. When something needs to be done, I do it right away ... good time management. The dear Lord has put us all here to accomplish something. I feel that if I am not doing something, I am not doing what I was sent here to do.

A.N.: You're a real estate instructor, as well. How often are you involved in teaching courses?
W.A.: I teach the state-required continuing education course a few times each year. I try not to be in competition with others who make a living out of teaching. I just do it to remain certified and keep up with things. In fact, most everything I do is done to keep me on top of the things within the community -- law changes concerning real estate, for example, or the personal property rights of others. I also do free Internet seminars here and there.

Published: January 7, 1998

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