A practical guide to choosing the right selling strategy for your situation, your home, and your goals
When preparing to sell, most people assume the only way to do it “properly” is to go public: online listings, a For Sale sign, Saturday open homes, and a polished marketing campaign. But the truth is, not every sale needs to happen in the spotlight.
In fact, many homes in Australia are successfully sold off-market—without being publicly advertised at all. So, why do some sellers choose to stay quiet, while others aim for maximum exposure?
The answer depends on your timeline, your home’s uniqueness, your appetite for risk, and the kind of outcome you’re hoping to achieve.
Let’s break down the key differences between off-market and on-market selling, explore the pros and cons of each, and help you decide what’s right for your situation.
What Is an Off-Market Sale?
An off-market sale means your home isn’t advertised through public channels like realestate.com.au, Domain, social media, or local letterbox drops. There’s no signboard out the front. No open homes. Instead, your agent quietly approaches select buyers they know are actively looking.
These buyers could come from:
- The agent’s private database of pre-qualified contacts
- Investors searching in the area
- Local buyers who missed out on recent properties
- Internal buyer-seller matching systems
It’s essentially a “quiet listing,” and relies on relationships rather than reach.
What Is an On-Market Sale?
An on-market sale is a full public campaign that showcases your property to as many potential buyers as possible.
This usually includes:
- Online listings on major real estate portals
- Professional photography, videography, and floorplans
- Social media campaigns and targeted digital ads
- Signboards, brochures, and print advertising (if appropriate)
- Open inspections and buyer enquiry management
It’s designed to build interest, generate competition, and push price upward through visibility and demand.
Pros and Cons of Selling Off-Market
Pros:
- Privacy: Ideal if you don’t want the whole street (or your tenants) to know you’re selling.
- Speed: If time is critical—such as a financial deadline, pre-approval expiry, or work relocation—off-market can get results fast.
- Less pressure: No styling, open homes, or waiting weeks for offers.
- Targeted approach: Buyers contacted are more likely to be serious, finance-ready, and aligned with your price expectations.
- Flexible timing: You can sell quietly, pause if needed, or go public later without burning buyer interest.
Cons:
- Limited exposure: Fewer buyers may mean less competition—and potentially a lower final price.
- No market testing: You won’t know if there’s stronger demand or broader appeal unless you go public.
- Harder to create urgency: Without open homes or deadlines, buyers may take longer to commit.
- You may undersell: In hot markets, bidding wars or auction competition can push prices well beyond expectations—which you might miss out on.
Best for: sellers seeking discretion, fast results, or pre-market feedback before committing to a campaign.
Pros and Cons of Selling On-Market
Pros:
- Maximum buyer reach: Your home will be seen by thousands of potential buyers across multiple platforms.
- Creates urgency and competition: Especially when paired with open homes and a strong call-to-action.
- Higher price potential: More buyer interest = more leverage, especially in premium or tightly held suburbs.
- Transparency: Everyone knows your home is available, and agents can track engagement and feedback.
Cons:
- More preparation: Staging, cleaning, maintenance, and time commitment for inspections.
- Marketing costs: While often worthwhile, upfront investment is required for photos, listings, and promotions.
- Public visibility: Your neighbours (and maybe your boss) will know you’re selling.
- Time on market matters: If the campaign drags on, buyers may question why the property hasn’t sold.
Best for: sellers aiming to maximise their sale price, attract competition, or appeal to a broad buyer base.
Hybrid Option: Start Off-Market, Go On-Market if Needed
Some of the most effective campaigns combine both approaches.
This “soft launch” strategy works like this:
- Your agent quietly introduces the home to qualified buyers in their database.
- You test price expectations and gather real feedback—without overexposing the listing.
- If a strong offer comes in, you can accept it and sell discreetly.
- If not, you can pivot to a full public campaign—with new photos, styling, and refined pricing insights based on genuine buyer feedback.
This approach offers flexibility and control—especially useful when testing the waters or selling a unique property.
Real-Life Scenarios
Still unsure? Here’s how the strategies might play out in real life:
Case 1: The Discreet Downsizer
Christine owns a beautifully maintained home on a tightly held street. She doesn’t want the neighbours knowing she’s preparing to sell. Her agent quietly contacts three local couples on their buyer database, and one offers $20,000 above her reserve—no need for open homes or stress.
Off-market was the right call.
Case 2: The Renovated Family Home
Michael’s four-bedroom family home is freshly renovated, styled, and sits in a high-demand school catchment. After two weekends of open homes, he receives four offers—and one pushes $40,000 above his asking price.
On-market strategy maximised his return.
Key Questions to Ask Before Deciding
- Is privacy important to me?
- Am I in a rush to sell—or can I wait for the best offer?
- Do I want to test the market—or go all in?
- Is my home likely to attract strong demand with marketing exposure?
- Am I prepared to invest time and money into a campaign?
Your agent should walk you through these questions and develop a tailored approach. The right agent won’t just “list and hope”—they’ll show you the path that best supports your personal goals.
Final Thoughts
Selling off-market and going public both have their place in a smart sales strategy. It’s not about which method is better—it’s about what’s better for you.
If you’re looking for a fast, low-stress process, off-market could be your best option. If you want to maximise exposure and push for a premium price, a strong public campaign may deliver the best outcome. And if you’re not sure yet? Start softly and pivot if needed.
With the right agent by your side, you won’t need to gamble—you’ll make an informed choice with confidence.