The Challenge
When the sellers of 2221 Old Lane reached out to Erik, their home had been listed for nine months at $549,900. It had been with several other agents in that time, and according to the sellers, it hadn’t drawn a single offer, or even much interest. On paper it looked like a lakefront home that should sell itself. In practice, it had been sitting.
The Insight
Erik saw what the previous campaigns had missed: the home was being marketed to the wrong buyer.
Yes, it sits on a lake, but not an all-sports lake. Buyers searching for lakefront property usually want boating, tubing and water skiing, so they compared this home against lakes it couldn’t compete with. Leading with the water set it up to disappoint.
Erik reasoned that the right buyer probably wasn’t searching for this home at all. The lake was a bonus. What made the property special was everything else:
- A private, secluded 2.5-acre lot
- Plenty of room to add a pole barn or large outbuilding
- A true up-north feel, while still being minutes from everything you need
The Strategy
Erik relisted the home at the same $549,900 price. No price cut was needed. The marketing was what changed.
He produced high-quality professional content showing off the privacy, the land and the retreat-like setting. Then he ran strategically targeted Facebook ads to put the home in front of buyers who wanted space and seclusion, not just a lake address.
The goal wasn’t to reach more people. It was to reach the right person.
The Result
The home sold in 27 days for $520,000.
The buyer came directly from Erik’s Facebook ads. He wasn’t working with a buyer’s agent and wasn’t shopping lakefront listings. He was a cash buyer looking for a second home with room to build a large outbuilding for his car collection. 2221 Old Lane was exactly what he wanted, and he likely never would have found it through a typical search.
The Takeaway
Same house, same price, different result. Nine months of marketing the lake brought no offers. Twenty-seven days of telling the right story to the right audience brought a cash buyer. Every home has a buyer. Erik’s job is to understand who that buyer is and make sure they see it.
