A two-property Finger Lakes compound, rebuilt as a brand.

The Hoadley Family runs a Florida real estate and hospitality group — a licensed brokerage in South Florida, a waterfront-construction arm, and a luxury van-travel company. In 2024 they bought a cedar-shake big house on 200 feet of shoreline on the eastern side of Seneca Lake in Burdett, New York, and named it Lakeside Landing. They did not set out to run a rental. They set out to steward a shoreline.

A year later, the cottage next door came on the market. They bought it too and named it Smooth Sailing. Two homes, two private docks, one continuous stretch of shale beach — a rare thing on Seneca, where most waterfront has been subdivided into parcels too narrow to share. Together, the two properties form a two-property family compound with room for reunions that do not fit one house and privacy for couples who want a cottage of their own.

The bet is not the real estate. The bet is the brand. The Finger Lakes wine country is, by bookings, dominated by Airbnb and a handful of regional property managers; very few waterfront operators have a direct-booking site, a press kit, a guest guidebook, and an editorial partner program. The Hoadleys are trying to build one. Lakeside Landing FLX is a small bet that a boutique, direct-booking, family-run hospitality brand can hold its own on a lake that has, for a long decade, been mostly platform-rented.