Luke Wessel

Storytelling Sells When Selling Land in Southwest Wisconsin When it comes to selling land in Southwest Wisconsin, the way your property is presented can make or break the sale. At LandGuys, we believe that “facts tell, but stories sell.” And that’s especially true in this region, where the value of the land goes far beyond acreage—it’s about lifestyle, legacy, and connection. Whether it’s farmland, timber, or a rural retreat, every property has a story—and we’re here to help you tell it the right way. Our Southwest Wisconsin team—Luke Wessel and Justin Bernklau—are experts at telling your land’s story in a way that connects with buyers and drives results. Telling a Story That Resonates When you're selling land, buyers need more than specs—they need to see themselves on the land. That’s where we come in. “Facts tell, but stories sell” isn’t just a catchy phrase—it’s a strategy. Listings with storytelling see 20% more engagement than those without (Stevens & Tate, 2023). We understand that the value of land isn’t just in acreage—it’s in what it represents to a buyer. That’s why we design every listing to evoke that connection. Whether it’s a legacy hunting property, a buildable rural lot, or a high-CSR2 crop field, we make it stand out. Why Agent Expertise Matters Not every real estate agent understands the rural market. Many focus exclusively on residential homes only, which isn't ideal when selling land or a country home in Southwest Wisconsin. Luke and Justin specialize in rural living and know how to communicate that lifestyle to perspective buyers. Rural living includes both land AND country homes. They can speak the language to farmers, hunters, conservationists or people simply seeking a rural retreat. Smarter pricing strategies Better buyer targeting Stronger negotiation Better sale prices Professional Media = Real ROI When it comes to selling land in Southwest Wisconsin, professional photography and video aren’t extras—they’re essentials. Listings with high-quality photos sell 32% faster Professional images get 61% more views Nearly half of buyers are willing to pay more for listings with great media (GITNUX, 2023) And don’t forget video. Listings with video generate 403% more inquiries than those without (QRCode-Tiger, 2023). Properties with 3D tours or drone footage? Up to 87% more views (Resimpli, 2023). If your land isn’t being marketed with modern, professional media—you’re leaving money on the table. Making Buyers Feel Something The goal of everything we do—from listing copy to drone flyovers—is to generate an emotional response. A buyer should feel something when they look at your listing. They should be able to see the sun rising over the timberline. Imagine deer walking through the draw. Hear their kids running through the grass on summer nights. That emotional connection moves people to act—and that’s what creates competitive offers. A Better Experience for Everyone Great marketing doesn’t just help sellers. It helps buyers too. When your land is clearly and beautifully presented, buyers feel confident, informed, and excited. That means less back-and-forth, faster decision-making, and smoother closings. Selling land doesn’t have to feel complicated. When you have the right team behind you, it’s a story with a happy ending—for everyone. Ready to Sell Land in Southwest Wisconsin? If you're ready to sell, or just want to know what your property might be worth, reach out to the Southwest Wisconsin LandGuys—Luke Wessel and Justin Bernklau. We’d love to walk your land, hear your story, and help you tell it to the right buyer. Based in Southwest Wisconsin Contact Luke or Justin today to get started   Sources Stevens & Tate. (2023). The Power of Storytelling in Real Estate Realtor.com. (2023). Connect and Close with Storytelling GITNUX. (2023). Real Estate Photography Statistics QR Code Tiger. (2023). Real Estate Marketing Stats KWASF. (2023). Video Marketing in Real Estate Resimpli. (2023). Marketing Trends for Listings

Passion, Land, and Leadership: Building Wisconsin's Premier LandGuys Team Written by: Luke Wessel, WI Managing Broker, LandGuys I’m Luke Wessel, the Managing Broker for LandGuys in Wisconsin, and if there’s one thing I can say with confidence, it’s that land has always been at the heart of my story. From my childhood days spent fishing the Mississippi River with my dad and pheasant hunting in Iowa to watching my teenage sons, David and Maddox, immerse themselves in the outdoor traditions we cherish—land has shaped not just my career but my life. Growing up in western Illinois’s “Golden Triangle,” known for its legendary big bucks, sparked my passion for everything outdoors. That love for land evolved into a calling—helping people invest in their own slice of nature. Now, as I lead the Wisconsin team for LandGuys, my mission is to guide, mentor, and collaborate with agents who share that same spark for rural real estate and the outdoors. LandGuys is more than just a brokerage; it’s a team that lives and breathes the rural lifestyle. We don’t just talk about properties—we walk them, study them, and understand their true value, potential, and opportunities. This philosophy drives the entire LandGuys team, and I’m proud to be part of an organization that supports its agents as they build their own careers and personal brands. Why Join Our Wisconsin Team? If you’re considering a career in rural real estate, there’s no better place to be than with LandGuys. Our agents benefit from: Unlimited earning potential: Your success is directly tied to your ambition, and with LandGuys, the sky’s the limit. Work-life balance: Enjoy the flexibility of working from your home office and the freedom to spend more time out in the field where you truly belong. Exclusive personal branding territory: Represent LandGuys in your area as the sole company representative. Industry-leading marketing support: Our in-house media and marketing team has your back, so you can focus on client relationships and fieldwork. Mentorship and career development: You’ll have access to a network of experienced agents ready to guide you every step of the way. I believe that to excel in this field, you need more than just sales skills—you need a passion for land, wildlife, and the rural lifestyle. And that’s something we share as a team. Whether you’re hunting for that next big buck, fishing with your kids, or just walking a piece of property and thinking about its potential, this isn’t just work; it’s a lifestyle. And at LandGuys, we get it. My Journey to Leadership My path to becoming the Managing Broker in Wisconsin wasn’t linear, but it was driven by a deep-rooted passion for land and helping others recognize its value. With a bachelor’s degree in Biology and an MBA in Marketing, I’ve combined my education with decades of experience in the field. Living in Oconomowoc with my family—my wife, Laura, who’s a Loan Processing Manager, and our two boys—keeps me grounded and constantly engaged in both life and work. We talk about real estate transactions over dinner and share outdoor stories, like our recent archery antelope hunt in Montana with three generations of Wessels. Leading the Wisconsin team allows me to bring together like-minded individuals who see rural real estate not just as a job but as a way to connect deeply with clients and their dreams. Watching my team members succeed, grow, and build relationships with clients that turn into lifelong connections is why I’m excited to get up each morning. What It Means to Be Part of LandGuys When you join LandGuys, you’re not just signing up for a role; you’re joining a community that prioritizes integrity, ambition, and grit. Our agents are backed by a powerful support system—a media team, an experienced office staff, and mentors who’ve been in your shoes and want to see you succeed. This setup means you get to focus on what matters: building trust with clients, walking properties, and making informed recommendations. For those of you ready to break the mold and take on a career that offers freedom, fulfillment, and financial opportunity, I encourage you to reach out and learn more. Whether you have experience in real estate, land management, or simply have a passion for the outdoors, there’s a place for you here. Come and be part of a team where your work is meaningful and your passion is valued. Let’s make Wisconsin an even stronger force in rural real estate. Reach out, join the team, and discover why at LandGuys, we don’t just sell land—we live it. I’m looking forward to meeting the future agents who will shape the next chapter of LandGuys Wisconsin. Will you be one of them? Ready to join a team where your passion for land and the outdoors becomes your career? Apply now and take the first step towards an exciting future with LandGuys. Click here to Apply. Stay Connected, follow Luke on Facebook.  

Market Shift? Cooling Trends Signal a New Era for Buyers and Sellers For the past several years, we have been in a red-hot seller’s market characterized by prices rocketing up, properties selling fast, and very few that didn’t sell quickly or at all. That seems to be changing, as things appear to be cooling off a bit. We’re in the early stages of what could be a market shift. Recession fears, global unrest, and the U.S. election are weighing on consumers’ minds, influencing their purchase decisions. These factors are creating a cloud over buyer enthusiasm and have some sitting on the sidelines in a “wait and see” pattern. Seasonal Effects and Market Outlook We are coming out of the summer lull in buyer activity that is typical for land and second home properties. Buyers tend to be busy during the summer months, becoming more active in the fall. Looking ahead, with mortgage rates dropping and the likelihood of a Fed rate cut in September, buyer activity should tick up. Lower mortgage rates and more properties to choose from will bring more buyers into the market. Market Conditions at a Glance Inventory: Increasing This could shift us into a more balanced market from the seller’s market we have been experiencing for quite some time. This is good for buyers (more options) or sellers wanting to tap into their equity and move up or downsize. Prices: Stable, Steadily Increasing Despite the headwinds, properties that are priced appropriately and marketed well are still selling for top-market prices. Timing: Time on the Market Has Gone Up Higher dollar value properties especially tend to be taking longer to sell. Seasonal Effect Fall is always a good time to sell land. It shows beautifully in early fall, and the cool weather makes showings ideal. Hunting properties are top-of-mind for hunter buyers. 4 Tips to Maximize Your Rural Property Sale Selling rural real estate in Southwest Wisconsin offers great potential—if you navigate the process wisely. Here are some key tips to help you secure the best outcome, an efficient sale at the highest possible price, and a smooth selling experience: Get Informed Many sellers risk leaving money on the table because they don’t fully understand their property’s value. Factors like soil quality, location, and land use potential can significantly impact pricing. Educate yourself on these variables to avoid underselling and ensure a rewarding transaction. Choose the Right Agent Your choice of agent can make or break your sale. Trust and expertise are essential—partner with an agent who has a strong track record in selling properties like yours, whether it’s a farmstead, hunting land, or a rural home. Even if you choose not to work with us, we’re happy to offer insights to help you make the best decision. Make a Strong First Impression First impressions are critical in real estate. A well-presented property attracts serious buyers and better offers. Proper pricing, meticulous property care, and high-quality marketing materials, such as professional photos and compelling descriptions, are key to standing out in the market. Be Proactive Selling rural property requires more than just listing it. Anticipating potential challenges and maintaining open communication throughout the process are crucial for a smooth experience. At LandGuys, we pride ourselves on staying ahead, ensuring that everything from listing to closing goes as planned. SELL WITH LUKE AND JUSTIN Selling rural real estate doesn’t have to be complicated. By staying informed, choosing the right agent, presenting your property effectively, and being proactive, you can achieve the best possible outcome. At LandGuys, we’re here to help you every step of the way. Who you work with matters. We know you have many choices when selecting the right agent for the job. No matter what is most important to you, get a team who is diligent and dedicated to your goals. When you hire the LandGuys Southwest Wisconsin Team, you can expect attentive service, skilled negotiations, more potential buyers seeing your property, and high-impact marketing that appeals to those buyers. You pay the same amount as if you are hiring one agent, but you get two agents working for you. Visit southwestwiteam.com/sell to get started, or see the videos below. To strategize the sale of your property, contact Luke or Justin! LUKE WESSEL | WI Managing Land Broker | 608.295.8395 JUSTIN BERNKLAU | WI Land Agent | 262.309.2171 Stay Connected. Be sure to follow the Southwest Wisconsin Team on Facebook. You can also check out their website here.