It’s not easy to pull a lived-in home together so it truly shows its best. And what seller really wants dozens of strangers walking through their home, opening closet doors, peeking into cabinets, and looking at personal belongings, especially when it means getting the family and pets out of the house every time? For many sellers, the idea of decluttering, staging, open houses, and repeated showings can feel overwhelming and intrusive. That reaction is understandable. When the process feels uncomfortable, it is natural to ask whether there is another way to sell. Sometimes that question leads to a conversation about selling privately, off market. We represented a seller who chose to explore that option. After explaining the potential downsides, they still asked us to quietly offer their home to a small group of buyers we knew were actively looking in their neighborhood. We selected what we believed was an ambitious price and showed the home off market. The buyers who came through were not interested. From there, we shifted course. We helped the seller prepare the home with light cosmetic improvements, proper staging, and full market exposure. We listed the home at the same price it had been offered privately. This time, we received more than ten offers, and the home ultimately sold for fifteen percent above the list price. In hindsight, the sellers did not regret the effort. This was not a one-off experience. We have seen this pattern repeat itself many times over the years. So why bring it up now? Because today, many large brokerages are ACTIVELY encouraging sellers to list their homes privately before exposing them to the full market. It is often positioned as an easier process for the seller, and usually framed as a strategic advantage. A way to test pricing. A softer start. Part of a multi-step marketing plan that promises sellers more control. At first glance, that can sound reasonable. But it is worth taking a closer look at what a private listing actually does and who it truly benefits.
What is a private listing?
A private listing, sometimes called a pocket listing, is when an agent signs a listing agreement but keeps the property off the MLS and other public websites. Instead of exposing the home to the full buyer pool, it is marketed quietly to the agent’s own clients or a limited internal network. That means fewer buyers ever know the home is available. Private listings are sometimes compared to a “soft launch,” similar to opening a restaurant to friends and family before a grand opening. The idea is to test the offering, test a price, gather feedback, and avoid public missteps. The analogy falls apart quickly. A restaurant serves meals every day. A home is sold once. There is no second opening night.
Who benefits from a private listing?
Not the seller. Private listings limit exposure and reduce competition, and competition is what drives engagement, demand, and price. When fewer buyers are aware of a property, there are fewer opportunities for multiple offers and less negotiating leverage. There is, however, a clear incentive for the agent or brokerage. When a property is kept in-house, the likelihood increases that the same firm represents both the buyer and the seller. That can result in double the commission on a single transaction. That incentive is rarely emphasized in the sales pitch.
Why exposure matters
When a property is fully exposed to the market, thousands of agents and buyers are effectively working on your behalf. More eyes lead to more showings, stronger demand, and better outcomes. Without full exposure, it is impossible to know whether the price achieved truly reflects what the broader market would have paid. “Testing” a price through a private listing does not provide definitive data, and it does not ensure you are achieving the strongest possible result.
Our perspective
We believe selling a home is not a rehearsal. You can only be “new” to the market once. It is a one-time opportunity that deserves transparency, competition, and full market exposure. When it is our decision, every home we list is exposed to the entire market from day one, syndicated across 193 countries and translated into 19 languages. Our role is to create demand, encourage competition, and protect your equity. As trusted advisors, our focus is not on managing optics or internal incentives. It is helping you achieve the strongest possible outcome based on what the full market is willing to pay. And as we often remind clients, no one truly knows what a home is worth until the market weighs in. Assuming otherwise can be costly. If you are considering selling and have questions about private listings or marketing strategy, we are always happy to talk it through.
Your Trusted Advisors,
Peter and Tregg
