A tried-and-true native of the Lake Geneva area, Rich Honquest knows everything there is to know about the southern Wisconsin mortgage industry. When you ask him where he lives, he gives you his lake association’s pier number, not his address. “Lake Geneva is in my blood; it is my happy place,” he says. “I will always and forever be a Lake Geneva guy.”

Honquest grew up on the shores of Lake Geneva, working summers on the gas pier. “I have a very acute knowledge of the area,” he insists. “I make sure my vendors understand the value of lake access homes versus non-lake access homes. When you go to a local title company, the employees will know my name and have dealt with me before.”

Since the pandemic started, Honquest has made a conscious effort to make Walworth County one of his primary sources of business. Due to his established network in southern Wisconsin, he is uniquely positioned to ensure successful transactions. Currently, over 30% of his transactions are generated in this area.

Honquest and the Preferred Rate team opened a Lake Geneva office in October 2024. With a brick-and-mortar presence, they are looking forward to building up the office with strong mortgage advisors to serve the local community. “We are establishing a footprint in the southern Wisconsin area to focus on the people we feel are constantly overlooked by Realtors and Lenders,” he says. “A vast majority of the agents and lenders in this area want to focus on lakefront and high-end luxury clients, usually from out of state or another area. We are here to help the public servants, teachers, nurses — the people who live here day in and day out and are an integral part of the community.”