When Does Off-Market Make Sense?

When Does Off-Market Make Sense?
While we generally favour public campaigns, there are times when an off-market approach can be the right fit — depending on your situation and goals.

In most cases, opening your home up to the public market gives you the best chance of reaching the widest pool of potential buyers. More exposure usually means more interest — and when buyers know others are in the mix, it can create the kind of momentum that helps a property sell well.

Even the most carefully curated buyer databases have their limits. Going public means your home has a chance to capture attention from unexpected places — including passive buyers who may not be actively searching, but end up discovering and falling in love with your property online.

So why do off-market sales happen?

Off-market sales rely on the agent’s existing network. There’s no advertising, no open homes, and no online presence. Instead, the property is quietly introduced to a select group — often buyers who’ve recently missed out on similar homes and are ready to act quickly.

Here are some situations where off-market might make sense:

• You want to dip your toes in first.
  If you’re curious about where your property sits in the market, but not quite ready to commit to a full campaign, off-market can be a low-key way to test buyer interest. Sometimes it works. And when it does, it can feel like everything just clicks.

• You’re after privacy and less stress.
  Not everyone is keen on hosting open homes or advertising their property publicly. Off-market can offer a quieter, more private path — especially useful in situations involving sensitive personal circumstances or unique high-end homes.

• You have a very specific buyer in mind.
  In rare cases, the perfect buyer may already be known to your agent — someone with a clear brief, waiting for exactly what you’re offering. In these cases, reaching out privately can feel like a natural first step.

The trade-off

The biggest limitation of an off-market approach is reduced visibility — and with less competition, buyers may feel less urgency. A public campaign adds energy and excitement, and we’ve often seen that drive stronger outcomes.

Sometimes, an off-market strategy is a stepping stone. If early interest is low or feedback suggests broader exposure is needed, it’s not uncommon to pivot to a full public campaign — and by that point, you’ve already gained valuable insights.

Final thoughts

Off-market isn’t wrong — it just depends on what’s right for you. For some, it offers a smoother, more discreet experience. For others, it’s a starting point before launching something bigger. If you’re weighing up your options, we’re always happy to talk things through — no pressure, just honest advice tailored to your goals.