A lake home cannot be marketed like an ordinary residential listing. The house is only part of the product. The lake, shoreline, setting, views, and lifestyle must also be sold. If you list a lake property the same way you would list a suburban house, you are leaving money on the table and extending your days on market.
Professional Photography Is Non-Negotiable
Standard real estate photos will not do a lake property justice. You need a photographer who understands how to capture water, shoreline, sun exposure, and the scale of the lot. Wide-angle shots from the water looking back at the house, aerials that show the property in context, and golden-hour photos that capture the evening light on the lake. Poor photos signal to buyers that the property has not been taken seriously, and they will scroll past it.
Video and Drone Are Essential
Drone footage shows the property's relationship to the lake, the shoreline, and the surrounding area. It answers questions that photos cannot: how much frontage does it have, what does the shoreline actually look like, how private is the lot, what is the view from the water. A well-produced video tour of a lake property can do more for a listing than a dozen photos. I invest in professional video for every lake listing I take.
Tell the Story of the Property, Not Just Its Features
Lake buyers are buying a lifestyle, not just a building. The listing description should explain what it feels like to be there: the morning coffee on the dock, the sunset views, the swimming, the boating, the quiet evenings. But it should also be honest about what the property offers and does not offer. Buyers can tell when they are being sold something that is not real, and honesty builds trust.
Target the Right Buyers, Not the Most Buyers
A lake property does not need to reach every buyer in the Twin Cities. It needs to reach the right buyers: people who understand the value of lake living, who have the financial capacity, and who are actively looking for waterfront. I use targeted digital marketing that reaches lake-home buyers specifically, not broad real estate audiences. That means specific platforms, custom audiences, and retargeting campaigns.
Emphasize the Details That Matter to Lake Buyers
Lake buyers care about things that residential buyers do not. Shoreline quality. Frontage. Water depth at the dock. Lake size and water clarity. Septic compliance. Elevation and stairs. Boat access. Privacy from neighbors. Seasonal access. Short-term rental regulations. I make sure every one of these details is covered in the marketing materials, because these are the questions that determine whether a buyer makes an offer or moves on.
Price It Right from Day One
The most important marketing decision for any lake property is the price. A property that launches at the right price generates immediate interest, showings, and offers. A property that launches too high sits, becomes stale, and eventually sells for less than it would have if it had been priced correctly from the start. The first two weeks on the market are your best opportunity to generate momentum. Do not waste them.
My Advice
If you are selling a lake property, do not settle for a generic marketing plan. Your property is unique, and it deserves a strategy that reflects its strengths and reaches buyers who will actually appreciate what it offers. If you want to see what a lake-specific marketing plan looks like, I am happy to show you.
Noah Goedker
Realtor · Elevate Group · eXp Realty
Third-generation Brainerd Lakes Area real estate agent. I market lake properties differently because lake buyers shop differently.