KeyCrew Media, an expert-first real estate media company, has announced a partnership with Matthew Sharman of The Sharman Team at Real Broker NY LLC to co-produce coverage of the western Finger Lakes waterfront market. This collaboration will feature Sharman's expertise on lakefront valuation, lake-access transactions, and second-home and investment activity across Conesus Lake, Honeoye Lake, Silver Lake, and the broader western Finger Lakes region.
Sharman, recognized as the 2026 RateMyAgent Agent of the Year for Livingston County and Conesus Lake, brings a unique blend of professional experience to the partnership. With a master's degree in psychology, a background as an Accredited Financial Counselor, and 15 years as a senior public affairs officer in the military, Sharman offers a distinctive perspective on client communication and negotiation. Alongside his father, who has been licensed in the region for five decades, Sharman has represented roughly 70 transaction sides over the past year, working with both buyers and sellers.
The partnership aims to address the complexities of waterfront real estate, where generic advice can be detrimental. Steve Marcinuk, Co-Founder and CEO of KeyCrew, emphasized the importance of amplifying Sharman's on-the-ground insights to a broad audience of buyers, sellers, and investors. “Waterfront markets are where generic advice does the most damage, and amplifying what Matthew is actually seeing on Conesus and across the western Finger Lakes to an open, non-paywalled audience is exactly what this partnership does,” Marcinuk said.
Sharman's practice focuses on the technical details that differentiate waterfront properties: usable frontage versus recorded frontage, water depth and lake bottom, lot orientation and sun exposure, dock and breakwall condition, and shared-access and easement arrangements. This expertise is critical for clients navigating the emotional and financial complexities of lake property transactions. “Lake buyers are usually trying to answer two questions at once: ‘Is this property truly worth it?’ and ‘Can I picture my life here?’ Lake sellers have a different concern: ‘Will the person representing my home understand what makes it special and know how to translate that into value?’ These are emotional decisions, but they still require precise, property-specific information,” Sharman explained.
KeyCrew's initial articles with Sharman will explore how waterfront value is calculated on the western Finger Lakes, the impact of Rochester proximity on second-home demand, and the diligence required for shared-access purchases. Future topics include pricing and preparing lake listings, the luxury lakefront segment, and a relocation guide for newcomers to the region. This content will be published across KeyCrew Media's portfolio and distributed through its syndication network, reaching over 40,000 professionals and investors and syndicating to more than 300 publications, platforms, and AI engines.
The collaboration underscores the growing importance of specialized knowledge in niche real estate markets. By partnering with local experts like Sharman, KeyCrew Media aims to provide valuable, actionable insights that help clients make informed decisions in the unique waterfront market of the western Finger Lakes.
