Our Mission

Improving the real estate experience requires more than just tech. It starts at the brokerage level. A brokerage that supports and guides agents positively impacts the agent and client experiences and attracts like-minded agents.

Our mission is to help agents grow and succeed as independent real estate agents and to foster cooperation in the real estate culture by providing our agents and their colleagues with unique, high-quality technology services and by supporting our agents with professional, friendly, and helpful staff.

Our Approach

At van Winkle Group, our mantra is simple: “Word Hard. Be Nice.” There are many challenging aspects of the real estate industry, and we feel strongly that these two rules can conquer any obstacle.


Matt van Winkle entered real estate in 2009 after graduating from Seattle University School of Law. His first brokerage, RE/MAX On the Lake, opened in 2011 and grew to 85 agents in three years. OTL aims to help every agent reach their goals, whether they produce $2 million a year or $20 million. With one-on-one business development consulting and monthly training meetings, agents find the guidance and support they need. Our agents are a highly-motivated group – they’re collaborative and helpful; they share ideas and help each other out.


When agents join OTL, their production increases an average of 40% in the first year. Experienced $5 million dollar producers are mentored to become $10 million dollar producers. We value each agent’s success equally, and as a result, highly-involved agents have seen their business double in two years.


Van Winkle Group also leads teams in technology development and consulting services. After meeting brokerage owners at various conventions, it became clear that collaboration is needed at the brokerage level, so van Winkle Consulting was created to connect brokers to business mentors. The tech wing of van Winkle Group develops transaction management software and other industry-related platforms.



Return on Investment: Spending Money to Make Money

Would you spend $1,000 to make $10,000?

For most agents, the answer is probably yes. But what happens when that number gets smaller? Would you spend $1,000 to make $5,000? Would you spend $1,000 to make $2,000? This is called return on investment (ROI), and agents often neglect it when investing in their business.

Why does ROI matter so long as you’re making money? As I wrote about previously, knowing the value of your time helps you determine what tasks you should be doing. Knowing the value of your time and your required ROI helps you determine whether it is worth spending both the time and money on certain activities. If the $1,000 will generate $10,000, but it will take 80 hours of your time, is the investment still worth it?

I recommend at least a 4x return on investment in real estate. If your marketing effort isn’t projected to return four times as much as you spend, don’t do it. It’s a classic sales pitch to real estate agents: “you only need one transaction to pay for it!” But that’s an easy way to go out of business. Before starting on a new marketing product, make sure you can reasonably expect to generate four times the money in return. If you only break even, you’re working for free. You’d be better off not spending the money and not doing the work.

Finding the right balance can be tough. Some marketing systems are worth the cost, and others are not. If your only requirement is “one deal to break even,” it can be easy to get lost in sales pitches from Zillow and the like.

To determine the ROI on your current marketing efforts, you’ll need to start tracking. For each lead generating endeavor, track:

  • Dollars spent
  • How long it takes to setup and maintain
  • Number of generated leads that ended in a closed deal
  • Time spent on each lead

Even if you’re only estimating these numbers, with this information you will be able to consistently evaluate your business, growth opportunity, and the most effective ways to spend your marketing dollars. Otherwise, you might get stuck working for free.

How Much is Your Time Worth?

Time - How Much Is It Worth?

Time – How Much Is It Worth?

How Much is Your Time Worth?

In meeting with my agents over the past few months to work on business planning and marketing strategies for the coming year, I’ve noticed a surprising trend: agents don’t know how much they are spending on their business, or the ROI of their various marketing strategies. I’ll do another post soon on ROI specifically, but the pattern got me thinking: if they aren’t tracking how much they are actually making, how could they know how much their time is worth?

In real estate your business is limited by two factors: time and leads. Hundreds of high quality, ready, willing leads are worthless if you don’t have time to work them. Yet many agents will constantly seek new leads even when they don’t have time for their current business.

If you’re not tracking and assigning a value to your time, it’s easy to fall into the trap that “anything that makes me money, I should do.” It’s important to recognize that the worth of your time changes over the course of your career. Newer agents need to work more for every dollar than seasoned agents do, because they are still building their referral sphere. As an agent, you want to be regularly reevaluating your time, and focusing on the high quality activities that produce the most revenue.

When engaging in an activity, remember time has an opportunity cost. For every activity you do, you’re giving up the ability to do a different activity. If you are touring homes, you can’t be returning phone calls. If you are printing and scanning an offer, you can’t be updating your website. While it can be easy to spot time-wasting administrative activities, it’s important to remember that some clients aren’t worth your time either. They might have all day to tour and reject every home on the market, but you don’t.

Once you assign a value to your time, it will help you determine whether you should participate in certain activities. If your time is worth $100 an hour, do you really want to drive 2 hours in traffic for every showing of a $150k property? Will you “break even” at the end of the transaction or will you actually lose money?

Now that it’s tax time, most agents should have a good idea of how 2014 turned out, including gross income and net income. Look at your income and determine how much you made per hour. Compare that to how much you need to make per hour to hit your financial and life goals. For a lot of agents, simple changes in their business can greatly adjust their hourly income.

Knowing your hourly rate and the value of your activities is crucial if you’re considering getting an assistant. If you have tasks that you could have an assistant do for $40 per hour and your hourly worth is currently $200, then it certainly makes sense to hire an assistant – assuming you have additional work to do. If you don’t have additional, high quality, activities to work on, or your time is only worth $80, having an assistant is probably not worth the money. The math only works if you can take the time you’ve been spending on admin and use it to work on revenue-generating tasks.

With all that said, don’t forget to assign value to leisure time as well. Most of us work so that we can play, so relaxation and fun need to be part of the equation.

Meet the Team

Matt van Winkle

Matt van Winkle


Matt is the founder of RE/MAX On the Lake. In 3 years RE/MAX On the Lake has grown to 85 agents in the Greater Seattle area. Matt enjoys developing technology and helping agents develop and increase their business.

Maggie van Winkle

Maggie van Winkle

Technology Director

Maggie’s specialty is self-generated organization and proactive project management. She has helped brokerage owners and agents with business development, training, process oversight, and technology integration

Katrina Hamilton

Katrina Hamilton

Operations Director

Katrina has extensive experience consulting and training real estate agents and brokers on how to utilize technology to improve their businesses and their lives.

Anna Lyublin

Anna Lyublin

Executive Assistant

Anna can always be relied on to get things done quickly and efficiently. She manages and maintains schedules for the company and ensures that every detail is followed up on.


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Contact Info

Located in the Pacific Northwest, we currently have offices in Seattle, Bellevue, and Issaquah.