For Mike and Anne Coke, real estate has always been more than a business – it’s been a family affair. When the husband-and-wife duo founded Terra Firma Realty in 2009, they set out to build something that felt different: a brokerage grounded in community, collaboration, and care. Along the way, their son Chris joined the team in 2016 and became the sales manager in 2019. Today, the family-run brokerage based near Madison, Wisconsin, is stepping into an exciting new chapter – joining eXp Realty.
With over $41M in closed sales across 116 units in 2024, Terra Firma Realty is a force in both residential and recreational real estate across the greater Madison and Fox Valley regions. Originally starting with niche expertise in lakefront and acreage properties, they’ve ranked #1 in their MLS for lake property sales since 2010. Since 2016, they have been growing their residential market share in the greater Madison, WI market and recently expanded into the Fox Valley, covering Oshkosh, Appleton, and Green Bay. But more than the numbers, it’s their people-first approach that’s made the biggest impact – and that’s exactly what they’re bringing with them to eXp.
A Family That Builds Together
The Cokes have always operated with shared values and clearly defined roles. Mike, a U.S. Marine veteran, is the Broker and President. Anne serves as CFO and COO, keeping the operational engine running smoothly. Chris is the next-generation leader, deeply involved in production, leadership, and long-term growth.
“Our team is an extension of our family,” says Mike. “And when we decided to move to eXp, it wasn’t just about what’s best for us – it had to be right for our agents, and for our community too.”
That people-first philosophy is what’s driven every decision at Terra Firma – from offering salaried W-2 positions for agents to providing in-house coaching and support. Mike and Chris are both seasoned coaches with nationally recognized Workman Success Systems, working with top agents and brokerages across the country. That same level of mentorship is part of what they give their team every day, at no cost.
Why Join eXp – and Why Now?
The decision to leave their independent brokerage wasn’t one the Cokes took lightly. “Terra Firma has been our baby,” Mike says. “It took a shift in mindset to see this not as letting go, but as leveling up – an opportunity to grow something even bigger.”
Anne said a few things tipped the scales to join, including:
- Bigger opportunities for agents, like equity, leveraged income, and international collaboration
- Support for scaling back, especially for Anne, who’s ready to spend more time on personal passions (like spoiling her granddaughter!)
- Broker support and legal relief so Mike can focus on business growth – not compliance paperwork
- Access to eXp’s luxury marketing tools to support their multimillion-dollar listings on Wisconsin’s most beautiful lakes
“We’ve always been in ‘level-up’ mode,” Anne adds. “We asked ourselves: how can we do more for our agents, our clients, and our family? And eXp checked all the boxes.”
The Long Journey to the Right Time
The family first explored eXp during the pandemic in 2020, but the timing didn’t feel right. “We’d get eXp insomnia,” joked Mike, “but always got pulled back into the day-to-day business.” In 2024, with their new mantra –‘Thrive in 25’ – the decision became clear. After months of careful planning and restructuring to support their W-2 model and staff benefits, the transition is now full steam ahead.
Their sponsor is Jim Knowlton, a longtime coach and mentor. The Cokes were also inspired by their connections in the Workman Success Systems coaching network, including eXp agents Rick and Casey Geha, whose influence and encouragement helped affirm their decision.
Anchored in Their Roots, Expanding Their Reach
While the transition to eXp Realty opens doors to new markets and collaborations, the Cokes remain committed to what makes their business special.
“The biggest concern we heard from our team was, ‘Are we going to lose the family feel?’” says Chris. “And the answer is absolutely not. If anything, we’re expanding the family now – we’re just bringing in more people who share our values.”
With 16 team members – 12 agents and 4 support staff – joining eXp alongside them, the Terra Firma team is staying intact. And they’re already thinking bigger. Chris has his eye on growing the team’s leadership bench, and Mike’s excited to double down on business and people development. Anne, meanwhile, is ready to hand over some of her responsibilities and enjoy the breathing room the move provides.
“I’m most excited about the freedom this gives our whole family,” she says. “We’re still building, still leading – but we also have time to be present in the other parts of our lives that matter most.”
From Lakeside to Legacy
In many ways, the Cokes’ story is as Wisconsin as it gets. They’ve built their careers selling homes on the state’s many lakes, raised their family on those same waters, and shared a love of outdoor adventure – Mike even used to scuba dive in 40-degree early spring water, dredging up anchors and canoes as a teenager (and selling them for pocket money!).
But their journey is far from over.
“We’ve built something really special here,” Mike says. “Now, with eXp, we get to share it. We’re part of something bigger – but we’re still 100% us.”
For the Cokes, it’s not about letting go of Terra Firma. It’s about planting new roots – with room to grow.
“We’re not losing our baby,” Mike said. “We’re just giving it a bigger playground to grow in – and more people to play with.”
