Offering Great Customer Experience

As a visionary leader, one of the critical aspects Wendy Hoekwater identified upon joining Surf or Sound Realty was the need for a comprehensive brand positioning strategy to propel the company's growth. To achieve this, The VP of Marketing and Reservation Sales implemented a series of initiatives encompassing various aspects of branding, culture-building, and communication.

To begin with, Wendy recognized the importance of a strong visual identity and began redefining the company’s brand image. This involved creating a new logo that resonated with the target audience and conveyed the company's values and aspirations. By refreshing the visual identity, she ensured that the brand stood out in a competitive market and captured the attention of potential customers. In addition, she understood that a cohesive culture across departments was vital to enhancing the brand's impact. She fostered a collaborative environment where teams collaborated, shared ideas, and aligned their efforts toward a common vision. By nurturing a culture of unity and shared purpose, she delivered a consistent brand experience to their customers, regardless of the department they interacted with.

In parallel, the pioneering leader developed a compelling brand theme that encapsulated the company's unique value proposition and differentiated them from its competitors. This theme served as a guiding principle in all communications and helped consistently articulate Surf or Sound Realty's promise to existing and prospective homeowners. Surf or Sound Realty is a Premier property management and real estate sales company located on Hatteras Island, North Carolina. The company was founded 45 years ago and has grown to manage nearly 600 properties, welcoming more than 100,000 guests and more than 12,000 reservations. They have been scaling for growth over the past several years implementing vital strategic priorities across the company, including operations, marketing, reservation sales, and business development. With 19X more Google five-star reviews than their next closest competitor and achieving premier host status on Vrbo as a distribution channel, along with a nearly 90% very satisfied rating from the owners, implementing the priorities has shaped the company's future for growth. As a locally owned and operated property management company, homeowners seek to align with Surf or Sound Realty’s services to care for their homes and increase their investment.

Wendy spearheaded the development of a new website, aiming to enhance the user experience and shift sales from offline to online channels. The new website is projected to launch in the Fall. It will provide a highly seamless and engaging platform for guests to book while continuing to strengthen the company’s position as a market leader in the vacation rental industry through premier property management services. Through these strategic initiatives, Wendy optimized internal processes and enhanced efficiency, and positioned the company for sustained growth by leveraging technology and meeting the evolving needs of the company’s customers.

In today's dynamic business landscape, resilience and adaptability are vital for success. Wendy’s ability to navigate challenges, overcome setbacks, and adapt to changing circumstances has been instrumental in transforming the company. By fostering a resilient mindset and leading by example, she has instilled a sense of determination and perseverance in her team, enabling them to thrive in the face of adversity.

One notable instance where her resilience and adaptability shone through was in the process of rebuilding the marketing and reservation sales departments. Despite the predominantly remote labor market and the requirement for in-person employees, she persevered and patiently sought the right cultural fit to build a solid team for company growth in partnership with the CEO/owner of the company.

She took charge of hiring and managing the training of the reservations sales team, resulting in a double-digit increase in sales within the first year. Additionally, she played a crucial role in identifying the marketing team's needs and hiring the right talent to meet those needs. Throughout this process, she collaborated closely with the CEO and owner of the company, establishing a strong partnership to shape the company's future for sustained growth.

Surf or Sound Realty's mission is to provide homeowners and vacationers with a premier experience. “Whether you're listing your Hatteras Island home with us for property management or searching for your dream vacation home away from home, you can expect us to be with you every step of the way. Through our years of service, we've earned a consumer- and owner-centric reputation,” says Wendy. “I am actively working towards fulfilling this mission by infusing hospitality into the vacation rental business. I strive to shape every touchpoint of the guest experience by implementing elevated communication strategies aligned with our new brand strategy. This ensures that guests receive exceptional service and an unforgettable stay. I strive to shape this for our homeowner journey as well."