Let’s Talk About Off-Market Listings in Dallas 2025

Off-market doesn’t mean better—exposure sells homes.

Just read this article on CNN about the growing trend of agents keeping listings off the MLS and marketing them privately within their own firm — and I have thoughts.

The idea is to “test the waters” by quietly sharing a home only with agents inside the same brokerage before going public. Supposedly it’s to help sellers gauge interest or protect privacy — but let’s be real.

More exposure leads to better offers. That’s not just true most of the time — it’s the whole point of open market competition. Where’s the proof that limiting exposure gets a better outcome for the seller? I haven’t seen it.

This “test the waters” approach only makes sense if the price is way over market and you expect it to sit. But if someone bites immediately, what seller is going to say, “Let’s wait and see if we can do better — let’s put it on MLS now”? Almost no one. They’re going to take the offer.

And if they don’t take it and suddenly go public with the listing, how is that original buyer supposed to feel? Fooled. Used as a pricing test. It’s not just awkward — it undermines trust in the process.

If you really want to test pricing, do a broker open after you put a number on it. It’s a much more transparent, ethical, and effective way to gauge the market. If the price is too high, you can lower it. If it’s too low, you’ll likely get multiple offers over asking — and that’s exactly the kind of competition sellers deserve.

As for the celebrity privacy excuse — come on. Anyone ever watch Cribs? With satellite imagery, public records, Zillow scraping, and paparazzi, it’s hard to argue that keeping a listing off the MLS is the linchpin of anyone’s privacy. And let’s be honest: most celebrities lean into visibility when it benefits them — especially when they’re selling a multi-million dollar home.

I’ve even seen agents broadcast their “off-market” sales on social media afterward. How is that keeping it quiet?

I’m honestly curious what the spin sounds like in a listing presentation that convinces a seller to limit their home to one brokerage’s internal network. I get that people like privacy — but I’ve never met a seller who says,

“You know what? I’d like to make less money.”

This might not be a popular post with some agents, but I like to keep things real and transparent with my clients.

What do you think?

If you’re thinking about selling your home, let’s talk about how to do it right—with full market exposure, smart strategy, and no gimmicks.

👉 Schedule a Seller Strategy Session

I’ll shoot you straight, protect your interests, and help you get the strongest offers the market has to give.

Contact Me