Visions First Realty Northern Wisconsin — locally owned, locally operated, and always available when you call.

Visions First Realty is a locally owned Northern Wisconsin real estate brokerage based in Washburn, Wisconsin. Not a franchise. Not a regional office of a national brand. A Northern Wisconsin firm that lists, sells, and closes homes, land, waterfront, and commercial properties across Ashland County, Bayfield County, and Douglas County — every day.

We opened our doors in Washburn in 2022 with a simple belief — that buyers and sellers in Northern Wisconsin deserve straight answers, local knowledge, and a REALTOR® who picks up the phone. That belief has not changed.

Our Story

Visions First Realty was founded by Rick Gruebele — a Northern Wisconsin broker who saw a gap in the local market. Buyers calling agents and getting voicemail. Sellers getting handed off to assistants. Transactions managed by people who did not know the difference between Chequamegon Bay and the South Shore. That is not how real estate should work in a market this specific.

So Rick built a different kind of brokerage. One where the broker answers the phone, knows the market, and tells clients the truth about every property and every transaction. Heidi Hicks and Jenni Viken joined the firm bringing the same philosophy — put the client first, know Northern Wisconsin, and do the work right.

Since 2022 Visions First Realty has closed transactions ranging from first-time buyer homes and hunting land parcels to Lake Superior waterfront estates, commercial redevelopments, and out-of-state relocations. Meet our REALTORS® and see who answers when you call.

Relocating to Northern Wisconsin?

Buyers relocating to Northern Wisconsin from the Twin Cities, Chicago, and across the Midwest consistently tell us the same thing — they found the properties online but could not find anyone who actually knew the market. Visions First Realty does. We live here. We know the communities, the lakes, the zoning quirks, and the seasonal considerations that national search portals never capture.

Local Knowledge

Specific, honest insights about every community we serve — from Washburn and Bayfield to Iron River and Lake Nebagamon.

Community Resources

Schools, healthcare, amenities, and what life actually looks like in Northern Wisconsin year-round — not just in July.

Waterfront Knowledge

Shoreland zoning, riparian rights, seasonal access, and water frontage — the details that determine value on Lake Superior waterfront and inland lakes.

Local Connections

We know the lenders, inspectors, title companies, and contractors who work in this market — and we share that knowledge freely.

First-Time Buyers

Patient, straight answers for first-time buyers — WHEDA programs, down payment assistance, and what to expect at every step.

Common Questions

Browse our FAQ for straight answers to the questions buyers and sellers ask us most.

Committed to Excellence

Rick Gruebele and Heidi Hicks hold the NAR C2EX Commitment to Excellence Endorsement — recognized by the National Association of REALTORS® as committed to practicing real estate at the highest professional standard. C2EX is not a designation or certification. It is an Endorsement that must be actively maintained across 10 competencies including customer service, technology, data privacy, advocacy, and ethics.

Rick also holds an extensive portfolio of real estate designations and certifications. Learn what our credentials mean for you.

CRS ABR SRS GRI RSPS PSA e-PRO® AHWD C2EX

How We Work

Visions First Realty does not hand you off. When you call, you reach a REALTOR® — not a receptionist, not an assistant. We make every effort to answer every call, and when we miss one we call back the same day. When you have a question about a property, you get a straight answer. When the market is moving against you, we tell you that too.

  • We answer the phone — before the sale, during the transaction, and after closing
  • We give you straight answers about every property, every offer, and every market condition
  • We know Ashland County, Bayfield County, and Douglas County — the land, the water, the zoning, and the people
  • We represent first-time buyers, waterfront buyers, out-of-state buyers, military families, investors, and sellers at every price point
  • We list and sell properties across Northern Wisconsin with the same attention regardless of price point

Community Commitment

Visions First Realty is not a business that happens to be located in Northern Wisconsin. We are a Northern Wisconsin business. Rick Gruebele is active in the communities Visions First Realty serves — supporting the ABC Thrift Shop, sponsoring the Swanson Race Team, and showing up for the region year-round, not just during transaction season.

When you work with Visions First Realty you are working with people who have a stake in this place — because this is where we live, where we raise our families, and where we intend to stay.

Meet Our REALTORS®

Rick Gruebele
Broker / Owner
REALTOR® | CRS · SRS · GRI · ABR
C2EX · RSPS · PSA · AHWD
11+ Years Experience
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Heidi Hicks
Licensed Agent
REALTOR® | C2EX
Northwoods Property Specialist
Bayfield County Expert
View Profile →
Jenni Viken
Licensed Agent
REALTOR®
Investment Property Specialist
Lakeshore Expert
View Profile →
View Full Agent Profiles →

Whether you are buying your first home, selling your property, or searching for Lake Superior waterfront — Visions First Realty is here. We know this market, we answer the phone, and we see every transaction through to closing. Call (715) 812-1135 or contact us online.

Questions? Contact Visions First Realty

(715) 812-1135 Prefer to reach out online? Contact us here →
Meet Our REALTORS® →

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