Quiet Sales: Should you sell off-market?
06 February, 2025
Sometimes, selling a home isn’t about necessity—it’s about opportunity. You might sell if the price is right, but only if it’s compelling enough to make moving worthwhile. For those in this mindset, off-market sales offer a bespoke, tailored approach to finding the perfect buyer.
Once the reserve of the famous and elite, off-market sales have evolved to become a viable option for a much broader audience. In fact, recent data reveals the average off-market sale price has dropped below £1,000,000, showing that sellers from various price brackets are turning to this increasingly popular method.
Here, we’ll explore the concept of off-market sales, their advantages and challenges, and why the right approach—and the right estate agent—can make all the difference in achieving the best outcome for your property.
What is an off-market sale?
An off-market sale occurs when a property is not listed publicly on platforms such as Rightmove or Zoopla. Instead, it is quietly promoted through an estate agent’s private network of qualified buyers and search agents. This method avoids the public spotlight, allowing for a discreet and curated sales process. Often, it means there are no visible online photos, floorplans, or a traditional online presence—though some sellers choose to provide brochures to share with select buyers.
Off-market sales are especially appealing for sellers who value privacy or want to test the market at a higher price point without committing to a full-scale campaign. The controlled exposure means you can engage serious buyers without putting your property fully in the public domain.
Why you still need an estate agent
It may be tempting to manage an off-market sale yourself, particularly if a proactive buyer approaches you directly, offering to save on agent fees. However, this can be a risky move. Buyers who approach sellers directly often have in-depth knowledge of the market, gained from viewing numerous properties, they may also be taking the advice of a buying agent. These buyers may pitch seemingly attractive offers but are often seeking to secure a deal below market value. Without professional guidance, it’s all too easy to undersell your property.
An experienced estate agent plays a critical role in protecting your interests. From establishing an accurate valuation to negotiating offers and managing the sale process, they ensure your property’s potential is fully realised. Moreover, their expertise minimises the risk of costly mistakes. When compared to the potential loss of underselling, an agent’s fee represents an invaluable investment.
The rise of the ‘Soft Market Sale’
A popular variation of the off-market approach is the soft market sale, which blends the privacy of off-market selling with selective visibility. Your property may not appear on major portals, but it could feature on the agent’s website, social media, or within their private database of buyers.
Soft market sales often involve premium marketing materials, such as drone photography, cinematic videos, and bespoke brochures, showcasing your property’s unique features. This strategy is ideal for sellers testing the market without fully committing to a public launch. It’s also a practical option for sellers preparing to act quickly. For instance, if you’ve found your next home, a soft market approach allows you to transition seamlessly to a broader campaign, ensuring you’re ready to sell swiftly when needed.
How off-market sales tap into buyer psychology
Off-market sales leverage a powerful psychological principle: exclusivity. By limiting access to your property, you create an aura of scarcity and privacy that often motivates buyers to act decisively.
Without the transparency of a public listing—such as visible price reductions or time-on-market data—buyers are left to speculate. In our experience the looming possibility that the property might be listed publicly can drive serious buyers to submit strong offers before broader competition has a chance.
However, pricing remains key. Set the price too high, and even an exclusive listing won’t generate interest. Set it too low, and you risk leaving money on the table. Striking the right balance requires the expertise of an experienced agent who understands market dynamics and buyer behaviour.
Off-market vs. Full-market: Which route achieves the best price?
A full-market sale involves listing your property on public platforms like Rightmove, Zoopla, and OnTheMarket as well as promoting to search agents and registered buyers. This strategy maximises exposure, attracting the widest possible pool of potential buyers. For most properties, this approach is the most effective way to generate competitive offers and achieve the highest price.
However, full-market sales come with their own risks. If pricing or presentation isn’t handled well, your property risks becoming “that one nobody wants.” Price reductions and prolonged visibility can deter buyers, often leading to lower offers. Off-market sales, on the other hand, avoid these pitfalls by keeping the process private. But they too have their challenges. Without sufficient interest, an off-market property may languish, potentially leading to a missed opportunity.
Ultimately, the right choice depends on your property, your objectives, and the current market climate.
What strategy should we I use?
No two properties—or sellers—are the same. A contemporary flat might benefit from the excitement of a full-market launch, while a large Fulham family house may thrive in the understated elegance of an off-market sale. We assess these nuances, working with you to craft a bespoke strategy and consider everything from current market trends to your personal goals, ensuring your approach aligns with your property’s unique attributes and your desired outcome.
Consider all your options
Selling a property isn’t just about finding a buyer; it’s about finding the right buyer at the right price in the best position. Off-market sales offer a discreet and exclusive path for many sellers, but they’re not the only option.
Before making any decisions on the best strategy to use we highly recommend consulting with an expert who can guide you through the possibilities. With the right advice, you can navigate the market with confidence, securing the best result for your property.
If you’re contemplating a sale or simply exploring your options, we’d love to help. Get in touch for personalised advice and a fresh perspective on how to achieve the best outcome for your home.