--- title: "How Lakefront Living Realty Found Broad Appeal Through a Narrow Focus and Specialization on Lakefront Real Estate" url: https://burnaze.com/article/33a282d5-3e9d-4b25-8106-4c4b68aa1d15 source: "1851 Franchise" original_url: https://1851franchise.com/how-lakefront-living-realty-found-broad-appeal-through-a-narrow-focus-and-specialization-on-lakefront-real-estate-2710547 category: "Real estate" industry: "Business Services" segment: "Real estate" published: 2019-07-23T18:13:05.000Z modified: 2026-11-01T02:29:53.509Z image: https://newimage.1851franchise.com/cdn-cgi/image/quality=85,format=webp,width=1280,height=720/story/featureImage/c10450a887d148c87f2697a166431ca51695.jpg --- # How Lakefront Living Realty Found Broad Appeal Through a Narrow Focus and Specialization on Lakefront Real Estate **TL;DR:** Lakefront Living Realty was founded by Scott Freerksen in 2003 and has since grown to have a presence in seven states with $2 billion in lakefront inventory per year and 15,000 registered lakefront buyers. The company plans to sign another four franchisees in 2019, with a focus on several lakes in North Carolina and South Carolina. *originally published in 1851 Franchise on 2019-07-23. [Read the original](https://1851franchise.com/how-lakefront-living-realty-found-broad-appeal-through-a-narrow-focus-and-specialization-on-lakefront-real-estate-2710547).* ## Key facts - Lakefront Living has $2 billion in lakefront inventory per year - The company has 15,000 registered lakefront buyers - Lakefront Living has a presence in seven states ## Story Scott Freerksen was working in corporate America in 2003 when a friend struck up a conversation about his quest to find the perfect lakefront property. This friend, affectionately known as Scuba Steve, was having difficulty in his search—as it turns out, there was a severe lack of real estate resources available that were focused on lakefront properties. “When Scuba Steve did find a site that had a handful of lakefront properties mixed in among other available real estate, it didn't provide any detail on the lake in question, or a specialist that could provide him with that niche information,” Freerksen recounted. It was then that Freerksen realized that if he could create a resource that solved these three issues causing Scuba Steve’s frustration—a website dedicated solely to lakefront properties that provided specific information on the lake and local experts to help coach buyers through the process of buying or selling a home—he could effectively solve not only Scuba Steve’s issue, but the similar needs of others seeking to live their lakefront dream. ## Early success Freerksen’s first site hit the market in late 2003, and so commenced his real estate career. By 2009, he had established himself as a force to be reckoned with on the East Coast and used the real estate knowledge he gained over the previous six years to form the first iteration of Lakefront Living Realty. After growing its footprint four states in New England, defining 2,600 lakes, displaying nearly $2 billion in lakefront inventory per year and capturing more than 15,000 registered lakefront buyers, Freerksen knew the specialized business was built to last. So too did other industry pros, it turned out—in 2015, Freerksen was contacted by Christine Mosier, an Ohio real estate expert who shared Freerksen’s passion for the lakefront lifestyle. “As Chris and I discussed strategy, we hit it off and she asked me if I’d consider franchising this idea,” Freerksen said. “She and I got together with our spouses and decided to make it happen.” ## Franchise model Having both worked for well-known real estate franchises in the past, Freerksen and Mosier set out to create a completely different franchise model, one that was entirely focused on the success of the broker. The result? “We’ve created the only niche-focused real estate brokerage in the franchise marketplace,” Freerksen said. “Specialization trumps branding, and we believe that when you narrow your focus, you broaden your appeal—that’s been our driving force.” Through distinct market specialization, brokers who franchise with Lakefront Living don’t have every other real estate professional in their marketplace competing for the same business. By channeling their lakefront passion into Lakefront Living’s unique and proven business model, they can stand out not only from local competition but from the Zillows and Trulias of the world, as well. “There’s no big company that has our specialization. When people are looking to buy or sell lakefront real estate, they shouldn’t go to a generalist. You don’t go to a general practitioner when you need brain surgery, right?” Freerksen said. The same thought process applies to lakefront properties, Freerksen explained. To help its business partners narrow that focus to stand out faster, Freerksen and Mosier pinpointed 10 key elements to establishing a successful niche enterprise. “We’ve made the mistakes and spent the money, determining 10 keys to help our franchisees dominate their market,” Freerksen said. “We show them how to serve as a resource for both buyers and sellers, use their website to generate leads, utilize various forms of digital communication and marketing to connect with their communities and implement social strategies. We guide them as to how to overcome their pain points and help bring them up to speed in executing on all 10 of the practices we’ve identified.” Another key differentiator between Lakefront Living and other real estate franchises is its approach to franchisee territories. Where other franchisors make deals based on market saturation, Lakefront Living focuses on providing franchisees with ample expansion opportunities, giving franchisees first right of refusal for the rest of the state if they are the first to sign. ## Expansion plans This mindset has helped the brand sign franchisees in new states in successive years, establishing a presence in Tennessee and Missouri, respectively. Now, Lakefront Living boasts a presence in seven states covering some of the biggest and most popular lakes in Massachusetts, Connecticut, Rhode Island, New Hampshire and Ohio in addition to Tennessee and Missouri. Lakefront Living’s passion for lakefront properties has even translated to the small screen; the company has been featured on HGTV’s lake-related programming on three different occasions. In 2016, Lakefront Living was featured on Lakefront Bargain Hunt Renovation, a show that follows buyers in their quest to find waterfront homes on a budget, at Apple Valley Lake in Ohio with Mosier. The filming was such a success that the network’s production company continues to reach out to Lakefront Living with additional show opportunities—Ohio’s next feature on Lakefront Bargain Hunt was in 2017 on Lake Mohawk, and most recently, Lake of the Ozarks in Missouri in 2018. “These experiences catapulted our brand to a new level of recognition, especially on the lakes that were featured,” Mosier said. The brand plans to use its growing national prominence and the success it has seen on some of the nation’s most popular and recognizable lakefront markets as fuel for further expansion. Lakefront Living has its sights set on signing another four franchisees in 2019, with a focus on Lake Norman in North Carolina and Lake Keowee, Lake Hartwell and Lake Greenwood in South Carolina, among others. As Lakefront Living continues on its path of strategic, deliberate growth, Freerksen said that he and Mosier have no plans to diverge from their philosophical approach to selecting franchise partners. In addition to having a passion for lakefront properties and their accompanying lifestyle, Lakefront Living’s ideal franchisees understand and believe in the brand’s mission to change lives, one lakehouse at a time. They are self-starters and believe in following processes, and can pass what Freerksen calls the campfire test: “Would it be enjoyable to spend a few hours around the campfire with this person?” he asked. Through a clear passion for the environment its services provide, Lakefront Living is committed to expanding the opportunity for others to experience the lakefront lifestyle, truly making a difference in the lives of consumers and its franchise partners alike. ## Entities - 1851 Franchise (publication) - franchise expansion (topic) - Business Services (sector) - Apple (company) - real estate franchise (topic) - lakefront properties (topic) - niche marketing (topic) --- Originally reported by 1851 Franchise (https://1851franchise.com/how-lakefront-living-realty-found-broad-appeal-through-a-narrow-focus-and-specialization-on-lakefront-real-estate-2710547). Summarized by Burnaze (https://burnaze.com/article/33a282d5-3e9d-4b25-8106-4c4b68aa1d15).