In this video clip, which is a teaser from our longer form upcoming “Lovin’ the Florida Lifestyle” Podcast, I’m reviewing one of the top questions I’ve been asked in seller appointments!
The waterfront lifestyle in the Southwest Florida is unparalleled—think crystal-clear waters, easy boating access to spots like Sanibel Island, Captiva Island, Cabbage Key and Fort Myers Beach, and that laid-back island vibe.
But like any real estate market, it’s evolving, and today I want to dive into why some properties aren’t getting showings, the importance of pricing right, and how to sell not just a home, but a lifestyle.
Why Aren’t We Getting Showings? It’s Often About the Price
One of the most common questions I hear from sellers is, “Why are we getting no showings?”
Recently, I sat down with a wonderful couple whose property wasn’t moving. Their previous realtor is fantastic—she’s been in the game forever and knows her stuff. But the issue wasn’t marketing; it was the price point.
Their stunning unit, listed at $975,000, is across the street from the water with two boat slips and fully remodeled. It’s arguably the best in its complex. However, buyers have options.
There are comparable properties listed at $100,000 less, $80,000 less, and even $50,000 less. In a buyer’s market like we’re seeing now in the Florida Keys waterfront scene, that makes your listing look overpriced.
The market has shifted significantly.
What sold for top dollar a year and a half ago—or even six months ago—won’t fetch the same today.
Interest rates, inventory levels, and buyer preferences are all playing a role. If you’re not getting traction despite solid marketing (more on that below), it’s time to reassess. For this couple, I recommended dropping to $875,000—a $100,000 adjustment. They agreed after some discussion, and I truly believe that’s the sweet spot to draw in serious buyers.
Key takeaway: Price competitively to stand out. In the Florida Keys, where waterfront homes range from cozy condos to luxurious estates, being the most expensive option in your category can scare off potential showings.
Marketing Matters: Investing in Visibility
As a realtor specializing in waterfront properties, I pour resources into marketing because you have to spend money to make money. My team and I invest heavily in platforms like Homes.com, Realtor.com, Zillow.com, our own website, and social media.
When I share my annual marketing budget with fellow realtors, they often say, “Shane, that’s impossible!”
But it’s not—it’s essential.
A common mistake I see is realtors (or sellers) cashing in on a sale without reinvesting 25-30% back into the business. That reinvestment fuels better photos, targeted ads, virtual tours, and exposure that gets eyes on your property.
In Southwest Florida, where buyers might be searching from out of state, digital presence is everything. If your listing isn’t popping up in searches for “Southwest Florida waterfront homes,” you’re missing out.
Selling the Waterfront Lifestyle: It’s More Than a House
Once we get buyers through the door (or in this case, the dock), selling a waterfront home in the Southwest Florida is about showcasing the lifestyle. People aren’t just buying walls and a roof—they’re investing in boating, beaches, and that endless summer feel.
For the couple I mentioned, at $875,000, we’ll get foot traffic. Then, it’s showtime: I’ll point out the boat lifts, hop on my boat, and take them for a spin.
In Southwest Florida, traffic isn’t an issue when you’re on the water—skip the bridges and head straight to Sanibel Island, Captiva Island, Fort Myers Beach, Picnic Island and even over to Cayo Costa if you’re feeling adventurous.
I recently had clients interested waterfront properties, and instead of driving through standstill traffic, we boated over.
They got it immediately:
“We see what you mean about the lifestyle.” No cars needed—just hop in the boat for dinner, the beach, or a sunset cruise.
Picking Your Boat – Knowing Your Boating Application
And speaking of boats, many newcomers to the Keys don’t arrive with one.
I always ask:
What’s your application? Back bay fishing? Island-hopping to Captiva & Sanibel? Offshore adventures 80 miles out?
For casual outings, a 24-foot bay boat might suffice. But for serious runs throughout to the Florida Keys or beyond, go bigger—36-45 feet with triples or quads (3 or 4 engines) for safety and power.
If you’re planning multiple boats, think waterfrontage:
Aim for at least 100 linear feet to accommodate lifts. Barnacles and bottom paint are real concerns here in our salty waters—lifts keep your investment pristine.
Lessons from the Water: A Story of Growth and Referrals
Let me share a quick story about my good buddy Craig from Chicago, and the difference between tide-based boating (think salt water oceans) and fresh water boating (think fresh water lakes).
He dove into the waterfront life with a go-fast boat but learned the hard way about our tides and channels.
I warned him about running aground at low tide near Redfish Pass—snail trails on the chartplotter don’t lie! Two weeks later, he called furious after bending props and shafts, costing $14,000. “What’s low tide?” he asked.
Fresh off Lake Michigan, he had no clue.
But Craig learned, adapted, and now he’s a pro. He takes family, friends, and clients out fishing—snagging redfish and grouper like a local. Over 20 years, he’s referred 19 people to me and my team, both for waterfront and off-water properties. It’s the gift that keeps giving: Educate your clients, show them the ropes (literally), and build relationships that last.
In Southwest Florida, whether you’re a boater, golfer, or just craving that tropical escape, waterfront living transforms lives. But it starts with realistic pricing, smart marketing, and selling the dream.
Market Update: What’s Hot in Southwest Florida Waterfront Homes
Inventory: More options for buyers mean sellers need to price aggressively. In many areas, homes under $1M with boat access are moving faster than ever.
Price Trends: Expect 5-10% drops from peak 2022-2023 levels. In my example, a year ago, $975K might have flown; today, $875K is more realistic.
Buyer Preferences: Boating amenities top the list. Properties with lifts, deep-water access, and proximity to marinas or the open ocean are in demand.
Tips for Sellers: Get showings by being clear with comps. Then, let the lifestyle sell itself—boating demos can seal the deal.
Tips for Buyers: Dream big, but match your boat to your adventures. Not sure? Let’s chat—I can guide you on everything from bay boats to offshore beasts.
If you’re thinking of buying or selling a waterfront home in the Florida Keys, or buying or selling a waterfront home in Southwest Florida (Fort Myers, Cape Coral, Bonita, Sanibel, Captiva, Naples) visit the links I just shared, or give me a call at 239.851.3861.
Let’s get you on the water!
Shane Waterfront Wilson
Your Waterfront Specialist & Lover of the Florida Lifestyle!
