Private Real Estate Listings

What is a Private Real Estate Listing?

A private listing is a home that is not visible on public platforms so it is not marketed to the greater public or other real estate brokerages which helps prevent unnecessary exposure or scrutiny. Rather, it is sold off-market via more private marketing endeavors, including word-of-mouth and personal referrals. Private listings evolved from luxury sellers who prioritized discretion over yielding the highest price for their home. As we will outline below, there are pros and cons to selling privately, and this must be clearly understood by the seller before choosing this path.

Reasons to Consider Selling via a Private Listing

• Quickly Test Pricing - this gives you an opportunity to test a higher price without worrying about accumulating days on market.
• Privacy – for those sellers who place a high value on their security and privacy, whether for business or personal reasons, a private, off-MLS listing can be appealing.
• Test the Market without staging/home repairs - garner initial interest without having to spend significant money on home repairs/renovations.
• Buyers often view these private listings as exclusive opportunities, creating a sense of scarcity that can enhance perceived property value and incentivize serious offers.

However, There are Notable Downsides to Selling a House via Private Listing

• Sellers: potential for reduced visibility. Off-market listings may miss out on the broader exposure public platforms provide, potentially limiting interest and offers. This could lead to longer selling times or lower final sale prices in cases where high competition benefits the seller.
• Buyers: limited access to the full inventory of properties might result in fewer options, which could be frustrating for those seeking variety or flexibility.
• Can alienate certain segments of the market. Potential buyers or sellers may feel excluded if they lack the credentials or resources to gain access.

Not All Private Listing Portals Are the Same: The Network Matters

While many firms may offer a private listings, the Long & Foster network connects agents with with more buyers and sellers across not only our footprint, but among our networks of nationwide and international agents and their buyers. That means our approach can reach more eligible buyers on your behalf. Our real estate agents have access to an impressive network of associates with whom to share your listing, if desired, as well as numerous in-house marketing programs to generate interest in your home among those select buyers, who can otherwise be difficult to reach.

It’s all up to you—in collaboration with your Long & Foster Real Estate Agent, you’ll decide which sales approach works best for your needs and develop a plan to achieve your goals.