Apr. 30—ROCHESTER — After 33 years selling real estate in Southeast Minnesota, Realtor/Broker Amy Lantz plans to heat things up under her own brand for the first time.

Lantz, who is well known in the local real estate community, lit the fuse on her brand Amy’s Fire on April 18. Her office is located at 521 North Broadway,

a building she has owned

for many years.

After spending much of her career working with national brands like Coldwell Banker Burnet and Realty Executives, Lantz decided it was time to launch her own firm.

“While selling all kinds of real estate for years, I sold myself as a brand. As a Realtor and Broker, I am a one-woman band. I thought why not do this on my own now,” she said.

She handles all kinds of real estate, including commercial and land, though residential homes make up the majority of her deals.

This is the latest milestone in a career that started when an aunt suggested that a 15-year-old Lantz should become a Realtor. As a teen that already enjoyed selling makeup and other things, real estate sounded like a good fit.

“It is just who I am. I have a real passion for selling real estate … a burning passion,” she said.

That helps explain the unusual choice of naming her firm as Amy’s Fire.

The name’s history dates back to when Lantz used a slogan that stated if she couldn’t sell a property then you should “burn it down.” That led her to adding flames to her signs and advertising.