The Truth About In-House Brokerage Listings

The Truth About In-House Listings: Weighing the Best Approach for Sellers

In real estate, how a property is marketed can significantly impact its success in selling. One approach some brokerages favor is keeping listings within their own firm before going public. They often present this as a way to "test the market," get feedback, or attract serious buyers. While there can be valid reasons for keeping a listing private, sellers should understand the full picture before making a decision.

Why Do Some Brokerages Promote In-House Listings?

Some brokerages encourage private marketing because it increases their chances of securing both sides of the transaction—representing both the buyer and the seller, which means earning the full commission. While this may work in their favor, it does not always serve the best interests of the seller. Limiting exposure naturally decreases demand, which can lead to a longer time on the market and, in some cases, a lower final sale price.

When Private Listings Make Sense

There are scenarios where keeping a listing private is beneficial, such as:

• Celebrity or High-Profile Sellers – Maintaining privacy and security can be a priority.

• Law Enforcement or Public Figures – Protecting personal information and limiting unnecessary exposure.

• Unique Seller Circumstances – Some sellers may not be in a rush to sell and prefer to target investors or specific buyers without frequent showings.

While these cases warrant a more discreet marketing strategy, they are exceptions rather than the norm.

The Impact of Limited Market Exposure

Statistics show that properties marketed publicly tend to sell faster and at higher prices due to increased competition. A home that is widely promoted attracts more interest, leading to better offers and stronger negotiating power for the seller. By contrast, a property kept in-house limits the buyer pool, often resulting in extended market time and potential price reductions.

A Strategic Approach to Maximizing Home Value

Rather than keeping a listing private, a well-planned public launch can achieve the same goal of testing the market while building excitement. A "Coming Soon" campaign allows agents to generate early interest before the home is officially listed. When combined with strategic pricing and effective property preparation, this approach positions the home for the best possible outcome. Key steps include:

• Professional Staging & Repairs – Presenting the home in its best light.

• Comprehensive Marketing – High-quality photography, virtual tours, and a dedicated property website that answers buyer questions before they even ask.

• Agent Networking – Leveraging professional connections to create buzz and attract the right buyers.

• Data-Driven Pricing – Ensuring the home is priced competitively to drive demand.

By implementing these strategies, sellers can maximize their home's exposure, attract more qualified buyers, and secure the best possible price in the shortest timeframe.

Is Now the Right Time to Sell?

With 20 years in the real estate industry, I've seen both hot and depressed markets, and I know what works. If you're considering selling, let's discuss the best approach tailored to your needs. Contact me today to explore the most effective way to market your home for success.