Colleen Gerke: How Wine Made Me A Great Real Estate Agent

REE #239 Colleen Gerke Transcript

[00:00:00] Colleen Gerke: It's a stressful process, especially selling your house or business. You have a lot of heart in that. But going through that transition was actually kind of fun with her. That got me thinking in the back of my head. At the time, we had a winery, and every fall, after finishing the crush, we would take a trip.

[00:00:27] Tracy Hayes: Welcome back to the Real Estate Excellence Podcast. Today’s guest comes from one of the most sought-after communities in Northeast Florida. This Californian came to Florida just a few years ago and has quickly made her mark as one of the top real estate agents in the region. She’s been a successful entrepreneur with two companies and has 25 years of experience in sales and marketing. She prides herself on her strong Midwestern work ethic, negotiation skills, and unmatched devotion to her clients. Let’s welcome this Cal Poly grad and real estate agent in the Fernandina-Amelia Island community, Colleen Gerke, to the show.

[00:01:20] Colleen Gerke: Did I pronounce your last name correctly?

[00:01:21] Tracy Hayes: Yes, you did. Thank you! One of the great things about the show is meeting new people and learning about their journeys. I’ve done my research, and I always say I should have been a psychology major because I love diving into personal development through these conversations.

[00:01:39] Tracy Hayes: According to your LinkedIn, January marks your fourth year in real estate. What’s been clicking for you in this business?

[00:02:00] Colleen Gerke: Yes, it’s been four years. The area is great for real estate since people love moving here. But it’s also competitive because there are so many agents.

[00:02:13] Tracy Hayes: Nassau County is growing, and it’s an amazing spot for people moving to Florida.

[00:02:27] Colleen Gerke: It’s paradise. It was a secret for a long time, but the word has gotten out. That’s what brought us here from the Midwest.

[00:02:36] Tracy Hayes: Many people don’t realize when they cross into Florida on I-95 that they’re entering Nassau County.

[00:02:57] Colleen Gerke: Yes, it’s more than just the marshes you see from I-95. We have some of the best beaches in Florida.

[00:03:03] Tracy Hayes: Before we dive in, I want to give a quick shoutout to Remy Graphics in Nassau County. They made these great mugs, and they even do custom one-offs. There’s a hot pink one in your gift bag!

[00:03:15] Tracy Hayes: Let’s talk about young Colleen. You grew up on the Central Coast of California, attended Cal Poly, and studied agriculture. Tell us about that journey.

[00:03:49] Colleen Gerke: I grew up in a big agricultural area on the Central Coast—like in the movie Sideways, which was my hometown. I was involved in FFA and 4-H, showing pigs. I thought I might become an ag teacher, but I went into ag communications instead.

[00:04:23] Tracy Hayes: What does someone in ag communications do?

[00:04:29] Colleen Gerke: There are many paths. I originally thought I’d write for agricultural publications. One summer, I worked in the Midwest covering cattle producers. It was a great experience.

[00:04:46] Tracy Hayes: So, are you pro-cows, or do you think we should get rid of cows to save the environment?

[00:04:49] Colleen Gerke: Oh, definitely pro-cows! I have a heart for farmers—they’re stewards of the land. I even listed a farm recently and loved seeing the animals again.

[00:05:00] Colleen Gerke: After graduating from Cal Poly, I moved to Kansas City and worked in public relations for big ag companies like BASF Animal Nutrition and the Wheat Foods Council. It taught me so much about PR and communication.

[00:05:50] Tracy Hayes: Then you worked for John Deere, one of the biggest brands in ag. How did that opportunity come about?

[00:06:02] Colleen Gerke: I found the job online. It was a big deal because my grandfather worked for International Harvester, a competitor of John Deere. My mom was shocked when I took the job, but it was an amazing opportunity.

[00:07:06] Colleen Gerke: I eventually became a manager in their e-business division. One of my colleagues said something that still resonates with me: “Everything comes together on the web.” It’s true—even today, with real estate, I see how critical websites are for integrating everything.

[00:09:11] Tracy Hayes: Eventually, you transitioned from corporate life to opening a winery. How did that happen?

[00:09:19] Colleen Gerke: Growing up in California, we loved visiting wineries. One day, my husband and I stumbled upon a beautiful farm for sale near Kansas City. It was a leap of faith—we bought it within 24 hours.

[00:10:09] Tracy Hayes: What did your husband do at the time?

[00:10:10] Colleen Gerke: He worked in communications for the dairy industry. We planted 250 vines initially, just as a hobby.

[00:12:00] Colleen Gerke: Eventually, we converted part of our home into a winery, got licensed, and started selling. It grew from there. By the time we sold, we were producing 3,000 cases of wine annually.

[00:18:17]
Colleen Gerke: Correct.

[00:18:18]
Tracy Hayes: You didn’t have land to grow more grapes, right? You were still growing the grapes at your home?

[00:18:24]
Colleen Gerke: Correct. Yes. So, we opened the winery, and it was doing well. That added another thousand bottles a year.

[00:18:32]
Tracy Hayes: Were you still using your own grapes, or were you buying from other wineries at this point?

[00:18:42]
Colleen Gerke: By then, we started sourcing grapes from other wineries as well.

[00:18:43]
Tracy Hayes: It’s such an interesting journey. I mean, the way everything came together—from starting in your basement to building a separate facility. It reminds me of the small family-owned wineries I’ve seen in places like Canada or outside Detroit. They’re cozy, and they do things like ice wine—so unique.

[00:19:30]
Colleen Gerke: Exactly. But marketing is a big part of getting people to visit. You have to think outside the box. We introduced wine-paired dinners, which was quite unique at the time. Back then, people thought it was unusual, but now it’s everywhere.

[00:20:05]
Tracy Hayes: That’s such a great idea. I’ve seen wine shops in places like St. Augustine do events like that. It’s about educating people and making it a fun experience.

[00:20:56]
Colleen Gerke: Absolutely. We found that people in Kansas City had so many questions about the process because it was such a unique industry there. We even ran a Groupon for tours and tastings, and people loved it. They’d tell us, “We’ve been to Napa, but this is different.”

[00:21:43]
Tracy Hayes: And by educating them, they’d feel connected to your wine. It’s something they’d proudly share with friends and family.

[00:21:55]
Colleen Gerke: Exactly. People would often tell us they’d recommended us to their friends after visiting.

[00:22:00]
Tracy Hayes: I think the detailed, personal connection you’re describing is part of what made your winery so successful—and I’m guessing it’s also something you’ve carried over into your real estate business.

[00:22:58]
Colleen Gerke: Yes, that attention to detail started with selling our first winery. We didn’t use a broker; my husband and I worked directly with the buyer. It was stressful but also rewarding, especially knowing we set the buyer up for success.

[00:23:48]
Tracy Hayes: You put your heart into it, so I can see why you’d want the new owners to continue that legacy.

[00:23:54]
Colleen Gerke: Absolutely. Selling a business—or even a house—is emotional. But that process sparked something in me.

[00:24:21]
Tracy Hayes: So you sold your smaller winery in the touristy town but stayed at the vineyard, right?

[00:24:27]
Colleen Gerke: Yes, we stayed on the vineyard and ran the main winery for a while. But then, after visiting my childhood best friend in Amelia Island, we realized we wanted a change.

[00:25:00]
Colleen Gerke: We came home from one of those trips and made a detailed plan—a five-page document of steps to transition to Amelia. Three years later, we sold the winery and made the move.

[00:26:00]
Tracy Hayes: When you sold the larger winery, did you use a broker?

[00:26:02]
Colleen Gerke: Yes, we did. It was a bigger deal, and I realized how important it was to have the right representation.

[00:27:15]
Tracy Hayes: So you’re in Amelia Island, and you’re figuring out your next steps. What was the turning point?

[00:27:21]
Colleen Gerke: After selling the winery, we traveled around the U.S. for a bit, living on a boat with our kids. But when COVID hit, we stayed grounded in Amelia and eventually started buying properties. That’s when I decided to get my real estate license.

[00:30:00]
Tracy Hayes: It sounds like you’ve built a great network here in just a few years.

[00:31:10]
Colleen Gerke: Yes, it started with my best friend here. Over time, I’ve met so many people. I think my background in the winery business helped—I enjoy learning about people and their stories, which naturally builds connections.

[00:34:00] Tracy Hayes: If you're going to run a winery and have a wine shop, you've got to have that warm, welcoming personality. People come in, and they don’t know you. A lot of times, they don’t say anything. But if you’re able to say, “Hey, how was your Thanksgiving?” suddenly, they’ll tell you their whole life story. And you’ve done that enough times that now your business—meeting new people in the real estate world, perhaps from referrals or connections through friends—benefits from your ability to build relationships.

[00:34:26] Colleen Gerke: That’s true. I’ve thought about it myself. I’ve often said I’m not really a people person. But when I say that to my friends, they’re like, “Oh my gosh, you are!” I guess I’m pretty introverted, though. I enjoy being on my computer, analyzing data, and working on details. But if I spend too much time at home working, I feel the need to go for a walk or do something social.

[00:35:01] Tracy Hayes: Earlier in our conversation, we talked about your ability to educate others. At the winery, you wanted to teach people about the wine—why this one pairs with steak or that one with fish. You have a natural way of educating without making people feel talked down to. You understand that most people don’t know about certain things, like a little restaurant or a specific detail about Fernandina Beach. You take it upon yourself to be a gracious host.

[00:35:37] Colleen Gerke: I do enjoy that. I genuinely want people to be happy. If someone is visiting the beach, I don’t want them to have a miserable experience. I feel like I need to tell them about the best restaurants or the nicest beach to visit—those little things that can improve their experience.

[00:36:03] Tracy Hayes: Many of us forget that others don’t know the local area as well as we do. When you take the time to share those little tips—“Hey, check out this restaurant,” or “Try their chowder”—it makes an impact. It’s like John Maxwell says about influence: introducing people to something new or connecting them with others can be powerful.

[00:36:56] Colleen Gerke: Absolutely.

[00:36:59] Tracy Hayes: It helps build credibility and influence.

[00:37:00] Colleen Gerke: People often don’t know something until you show them, and that used to frustrate me when I’d visit a place and nobody behind the counter explained things. Something that stuck with me from the winery days is a quote—I think it’s from Theodore Roosevelt: “People don’t care how much you know until they know how much you care.”

[00:37:35] Tracy Hayes: That’s right. So, you transitioned into real estate. Tell us about how you got started.

[00:38:10] Colleen Gerke: I started with a smaller agency. I knew the broker there, and I wasn’t thinking of real estate as a full-time thing. I thought I’d sell a house here and there, or help with transactions when buying properties. Initially, I told a few friends, and they told a few others. I didn’t even announce it formally until someone suggested I send a letter with my business card. I was hesitant, but I did it.

[00:39:00] Tracy Hayes: And what happened after you sent it out?

[00:39:01] Colleen Gerke: I got a call from someone I barely knew, saying they had a lot to sell. Then I picked up two buyers around the same time. It quickly escalated, and before I knew it, I was doing listing presentations and working on deals. I realized I loved the process—seeing the joy on clients’ faces at closings, especially first-time buyers.

[00:40:32] Tracy Hayes: That’s great! Shifting gears a bit, I want to talk about consistency. What are you doing consistently in your business today that has contributed to your success?

[00:46:16] Colleen Gerke: Consistency is key. My time at John Deere taught me the importance of branding and protecting the brand. When I started in real estate, I carried that forward—using the same fonts, colors, and language in my marketing. It creates a cohesive and professional image.

[00:47:00] Tracy Hayes: And how has Engel & Völkers helped with that?

[00:47:35] Colleen Gerke: Engel & Völkers already had the branding and tools I valued. It was a perfect match. Clients see the difference, and it makes an impression. I’ve even had clients choose me simply because of the Engel & Völkers name.

[00:48:40] Tracy Hayes: That consistency and reputation certainly make a difference.

[00:49:00] Colleen Gerke: Definitely. And I believe in maintaining those high standards—it’s something both the clients and I appreciate.

[00:49:24] Tracy Hayes: So that branding is out there—that reputation.

[00:49:27] Colleen Gerke: And I think not a lot of people on Amelia Island knew what it was when it opened. But now, it’s become recognized in a short amount of time.

[00:49:39] Tracy Hayes: I was looking at some of your transactions for this year. Sixty percent cash?

[00:49:47] Colleen Gerke: Yeah.

[00:49:48] Tracy Hayes: That’s a lot of cash. I was reading an article about how Jacksonville is one of the highest cash-purchase markets in the country. And I noticed you’ve had a couple of million-dollar-plus cash sales. That’s remarkable.

[00:50:12] Colleen Gerke: It’s interesting. As interest rates have gone up, cash sales have actually increased, which I found surprising.

[00:50:21] Tracy Hayes: It’s probably about the financial profile of those buyers. Those in the $1.5 million-and-up range are very market-sensitive. They’ll decide whether to use their money or borrow based on market conditions.

[00:51:00] Tracy Hayes: We’ve talked about consistency and how your prior career with John Deere and your experience running a winery influenced how you structure your business now. Did we fully address that earlier?

[00:51:25] Colleen Gerke: Consistency is key. I try to stay very consistent with my social media.

[00:51:30] Tracy Hayes: What does being consistent with social media look like for you?

[00:51:37] Colleen Gerke: I do "Real Estate Tuesday" posts where I share different tips. On Thursdays, I try to feature unique topics that people might not know about, like escrow or earnest money. I also analyze market data and send out monthly reports to explain what the numbers mean for buyers and sellers. I think that detailed approach attracts like-minded clients.

[00:52:30] Tracy Hayes: I’ve seen your "Tip Tuesday" posts on LinkedIn. Are you leveraging LinkedIn as much as you could?

[00:52:39] Colleen Gerke: Not as much as I should. It’s something I plan to focus on in 2025 because that’s where a lot of my target market is. LinkedIn offers opportunities I’ve yet to fully explore.

[00:53:10] Tracy Hayes: You could easily take a video or content you’ve created and turn it into a professional LinkedIn article. Tools like ChatGPT make it incredibly fast to generate polished content.

[00:53:34] Colleen Gerke: That’s a great idea. I’ve been hesitant because I used to be a copywriter, and it felt strange at first to rely on AI. But now, I see its potential. It’s efficient and often better.

[00:53:59] Tracy Hayes: I’ve been using AI to streamline processes too. For example, I upload podcast transcripts to get captions, Instagram posts, or even LinkedIn summaries. It’s a time-saver and makes content creation much easier.

[00:55:15] Colleen Gerke: I agree. It took me a while to embrace it, but now I see how it can enhance productivity.

[00:57:00] Tracy Hayes: On another note, what are some key strategies Engel & Völkers emphasizes for navigating the current market?

[00:58:10] Colleen Gerke: Corey emphasizes staying ahead of market changes and educating clients through buyer presentations. Another big focus is video. I wasn’t doing video before joining Engel & Völkers, but now I see how effective it is. My videos aren’t perfect, but they’ve made me recognizable in the community.

[00:59:00] Tracy Hayes: Video is huge for building relationships. When people see you on their screen, they start to feel connected, even if they haven’t met you.

[00:59:50] Colleen Gerke: Exactly. Some people have even told me, “I’ve seen you on TV.” That connection makes first meetings easier because they feel like they already know me.

[01:01:00] Tracy Hayes: It also keeps you top-of-mind. Social media and video constantly remind people you’re in real estate. Even if they don’t need your services now, they’ll remember you when they do.

[01:03:42] Colleen Gerke: I’ve had people ask why I skipped a month of market updates because they were looking forward to them. That kind of feedback keeps me motivated to stay consistent.

[01:04:41] Tracy Hayes: What’s the biggest lesson you’ve learned in your real estate career so far?

[01:06:00] Colleen Gerke: Focus on building genuine connections. Social media helps with that without feeling pushy. People can choose to engage or not, and I think that’s the beauty of it. It lets you remind them you’re in real estate without being intrusive.

[01:07:00] Tracy Hayes: You know, 90% of competitors are doing the same things, but that doesn't necessarily mean they're effective. I think early on, I did some things just because everyone else was doing them, and they didn't work for me. It's important to find what works for you. For example, if you're uncomfortable being on camera, focus on print or other formats instead of forcing yourself to do something you dislike.

[01:07:10] Tracy Hayes: Being part of a group like Engel & Völkers is beneficial. Corey doesn’t usually take on green real estate agents; everyone here has a certain level of experience. I love seeing the recognition you all give each other, like highlighting who’s had a great month. Having those types of people in the office to discuss strategies and share experiences is invaluable. Everyone is collaborative and eager to share their successes because, in reality, even if someone duplicates exactly what you’re doing, it’s unlikely they’ll do it the same way you do.

[01:08:08] Colleen Gerke: Exactly.

[01:08:09] Tracy Hayes: Most people hear advice and either do their own thing or combine ideas from different sources to create something unique. No one can truly replicate what you do because they’re not you.

[01:08:30] Colleen Gerke: That’s true.

[01:08:30] Tracy Hayes: How important is it to find an office like Engel & Völkers, where you have access to resources and experienced colleagues? Have there been times during negotiations where you’ve reached out to your office for advice?

[01:08:49] Colleen Gerke: Absolutely. I didn’t realize how valuable that was until I left my previous brokerage. When Corey called me about joining Engel & Völkers, I almost backed out of the interview because I wasn’t sure I wanted to leave. But when I met with him and saw the culture here, I realized it was the right move. In my first team meeting, I was amazed at how talented everyone was and how willing they were to share their knowledge.

[01:09:40] Tracy Hayes: Engel & Völkers operates at a higher level. Some brokerages cater to newer agents, and their training often remains at that beginner level. But at Engel & Völkers, I imagine the conversations are more advanced, covering unique scenarios like high-end or custom homes on the beach. These situations often require a deeper understanding of nuances.

[01:10:29] Colleen Gerke: Exactly. You need quick access to advice in these situations. One of my concerns when joining was whether I’d get the support I needed since the office has so many agents. But Corey is incredibly responsive. Even if it takes him 30 minutes to get back to me, that feels like a long time because he’s usually so quick.

[01:11:13] Tracy Hayes: Plus, you have other experienced colleagues in the office to lean on. That must be a great resource.

[01:11:16] Colleen Gerke: It really is. We often do group caravans to tour houses and give feedback. It’s been a fantastic way to learn and grow.

[01:11:26] Tracy Hayes: Engel & Völkers also has a strong culture. I’ve seen posts about events like the white party. Is that a standard part of the experience?

[01:11:41] Colleen Gerke: Yes! I had to buy new clothes for it because I didn’t have much white in my wardrobe. But the events are so much fun and really emphasize the brand’s excitement and prestige. For example, at our events, we have valet parking—it’s a different level altogether.

[01:12:14] Tracy Hayes: That elevated perception not only boosts the brand but also raises the bar for the agents. Dressing up for events or putting on a suit makes you feel more confident and professional. It’s part of representing the brand both to clients and within yourself.

[01:12:44] Colleen Gerke: Exactly. One thing I love is the white presentation box we use for listing materials. We bind our presentations into a hardbound book, and almost every time I visit a client’s home after a photo shoot or showings, I see it on their coffee table. It shows they’re proud of the quality we deliver.

[01:13:24] Tracy Hayes: That’s a great touch. For anyone considering real estate, what advice would you give? Have people ever asked you if they should get into the business?

[01:13:45] Colleen Gerke: My answer is always yes—try it! You won’t know if you like it until you do. Ten years ago, I never imagined I’d be a realtor, but I love it. There are so many paths you can take in real estate, and there’s room for everyone.

[01:14:17] Tracy Hayes: That’s a great point. But it’s also important for newcomers to hear the challenges, not just the highlights. Real estate isn’t all HGTV glamour—it can be tough. There will be times when you feel defeated, but those moments help you grow stronger.

[01:14:48] Colleen Gerke: Absolutely. It can be an emotional roller coaster, but those experiences build resilience. It’s a 24/7 job, and you have to be prepared for that.

[01:15:27] Tracy Hayes: That’s true in lending too. We often work late to support agents and their clients. In 2020, for example, we were working late nights to ensure offers were ready first thing in the morning.

[01:15:48] Tracy Hayes: Thank you for coming on today, Colleen. I really enjoyed our conversation, especially hearing about your journey and how your background shaped your success in real estate.

[01:15:53] Colleen Gerke: Thank you. It’s been great!

[01:16:00] Tracy Hayes: Maybe your winery experience could even inspire some of your content. For example, pairing wines with dishes or homes might make for fun, educational videos.

[01:16:21] Colleen Gerke: That’s a great idea! Our white wine would pair perfectly with Mahi Mahi. I’ll have to think about that.

[01:16:24] Tracy Hayes: It’s definitely something you could do with confidence. Thanks again, Colleen.

[01:16:31] Colleen Gerke: Thank you.