Joel Friendorf

Owner & CEO | SHORELINE MEDIA CO INC.

Hi! 
Thank you so much for visiting our website and considering using us for your next listing. 2025 marks an incredible 5 years since I started Shoreline and I couldn't be more proud of what my team has accomplished. Shoreline is founded on four simple values; Excellence, Innovation, Partnership, and Integrity. If these values resonate with you, I know you'll feel right at home with us. 

It hasn't been an easy journey, but I wouldn't change it for the world...

2020 | A STRESSFUL START

I was let go from my job in February, 2020 with $2000 in my bank account, an old Canon 7D MK ii, and an original DJI Mavic Pro. I had no idea what I was going to for a job; go back to the movie theater? Go back to the call center? Then it hit me; make the greatest real estate photography company in the province of Ontario, and then Canada, and then the world!

I set up a desk in my living room, used the $2000 I had left to purchase the remaining equipment I needed, and got to work building the foundations of what would become Shoreline Media Co.

TODAY | UNPARALELLED SERVICE

We have since upgraded from that desk in my living room to a full office in the heart of Haliburton! Our team continues to grow as we expand across Ontario, servicing areas like Owen Sound, Grey-Bruce, Haliburton, Kawartha Lakes, Muskoka, and Peterborough. Our dominating presence in each location has made us the trusted name in our industry. We have truly set out on a mission to deliver excellence, innovation, partnership, and integrity to our clients.

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