Off-Market Listings

Off-Market Listings are exclusive properties not yet listed in the MLS. These "pocket listings" give you a competitive edge by offering buyers access to properties before they're publicly available.

Path: Pages → Off-Market Listings

What Are Off-Market Listings?

Properties available for sale but not publicly listed in the Multiple Listing Service (MLS).

Types of Off-Market Properties

Pocket Listings: Seller wants discretion, property sold through agent's network

Coming Soon: Property about to be listed, testing interest first

Exclusive Listings: You have exclusive rights to market the property

Pre-Market: Seller considering selling, gauging interest

Private Sales: High-profile owners wanting privacy

Why Showcase Off-Market Listings?

Competitive Advantage: Exclusive inventory competitors don't have

Buyer Attraction: Serious buyers love early access to properties

Seller Relationships: Demonstrate you can sell without full MLS exposure

Premium Positioning: Creates perception of insider access and exclusivity

Lead Generation: Buyers register to see off-market properties

Dual Agency: Higher chance of representing both sides

Creating an Off-Market Listing

Step 1: Add New Listing

1. Navigate to Pages → Off-Market Listings

2. Click "Add New"

3. Fill in property details:

   • Title: Property name or address
   • Address: Full street address
   • Price: Asking price (or "Price Upon Request")
   • Beds/Baths: Number of bedrooms and bathrooms
   • Square Footage: Interior living space
   • Property Type: Single-family, condo, townhouse, etc.
   • Description: Compelling property overview

4. Click Save Draft

Step 2: Add Photos

Professional Photos:

• Exterior shots (front, back, sides)
• Interior rooms (living, dining, kitchen, bedrooms, bathrooms)
• Special features (pool, views, finishes)
• Neighborhood/location shots

Photo Requirements:

• Professional quality (hire photographer if needed)
• Well-lit, properly staged
• High resolution (at least 1920px wide)
• Optimized for web (under 500KB per image)
• 10-20 photos minimum

Optional Media:

• Virtual tour link
• Video walkthrough
• Drone footage
• Floor plans

Step 3: Property Details

Essential Information:

• Year built
• Lot size
• Parking spaces
• HOA fees (if applicable)
• Property tax amount
• Days on market (if applicable)

Features & Highlights:

• Key features (pool, updated kitchen, view, etc.)
• Recent upgrades
• Unique selling points
• Neighborhood amenities

Location Information:

• Neighborhood name
• School district
• Nearby attractions
• Walkability score

Step 4: Access Settings

Who Can View:

• Public: Anyone visiting your website
• Registered Users Only: Requires account creation
• VIP Access: Only for selected contacts
• Password Protected: Enter password to view

Best Practice: Require registration for most off-market listings to capture leads

Step 5: Publish

Publishing Options:

• Published: Live and visible based on access settings
• Draft: Saved but not visible
• Coming Soon: Teaser with limited info
• Under Contract: Mark as pending

Property Description

Write compelling descriptions that sell the lifestyle, not just features.

Description Structure (300-500 words)

Opening Hook (1-2 sentences): Grab attention with the most compelling feature

Rarely available waterfront estate offering panoramic bay views from every room.
This architectural masterpiece represents the pinnacle of luxury living in
Coral Gables.

Property Overview (1 paragraph): Key stats, property type, unique characteristics

This stunning 5-bedroom, 6-bathroom residence spans 6,500 square feet on a
prestigious tree-lined street. Built in 2018, the home combines contemporary
design with timeless elegance, featuring soaring ceilings, walls of glass, and
museum-quality finishes throughout.

Key Features (1-2 paragraphs): Highlight standout elements

The chef's kitchen showcases custom Italian cabinetry, Calacatta marble counters,
and top-of-the-line Miele appliances. The expansive master suite occupies the
entire second floor, complete with dual walk-in closets, spa-like bathroom, and
private terrace overlooking the water.

Additional highlights include a wine cellar, home theater, smart home automation,
backup generator, and impact-resistant windows. The resort-style backyard features
an infinity pool, summer kitchen, and deep-water dock with boat lift.

Location & Lifestyle (1 paragraph): Neighborhood context and lifestyle benefits

Located in prestigious Gables Estates, residents enjoy 24-hour guard-gated
security, private marina access, and proximity to Coconut Grove shops and
restaurants. Top-rated schools, country clubs, and downtown Miami are all just
minutes away.

Call-to-Action (1 sentence): Encourage immediate action

This exclusive opportunity won't last - schedule your private showing today.

Pricing Strategy

Price Display Options

Full Price:

$4,950,000

Best for: When price is competitive and attractive

Price Range:

$4.5M - $5.5M

Best for: Flexible pricing, testing market

Price Upon Request:

Contact for Pricing

Best for: Ultra-luxury, maximum privacy, seller discretion

Coming Soon - Price TBD:

Price to be announced

Best for: Properties not yet priced, gauging interest

Pricing Considerations

Why Hide Price:

• Ultra-luxury properties ($5M+)
• Celebrity/high-profile owners
• Unique properties without comparables
• Seller requests maximum discretion
• Want qualified buyers only (forces contact)

Why Show Price:

• Competitive pricing advantage
• Attract serious buyers immediately
• Transparent marketing approach
• Standard price range for market

Lead Capture

Off-market listings are powerful lead magnets.

Registration Requirements

Require Registration to View:

• Full property details gated
• Photos require sign-up
• Contact form for showing requests
• Virtual tour access restricted

Information to Collect:

• Name (required)
• Email (required)
• Phone (optional but recommended)
• Buying timeline
• Price range
• Property type preference
• Proof of funds/pre-approval (optional)

Follow-Up Process

Immediate Auto-Response:

Thank you for your interest in [Property Address]!

This exclusive off-market property features [key highlight] and is located in
[prestigious neighborhood].

I'd love to schedule a private showing for you. When would work best?

Available times:
- [Option 1]
- [Option 2]
- [Option 3]

You can also call me directly at [Phone] for immediate assistance.

Looking forward to showing you this incredible property!

[Your Name]
[Your Title]

Follow-Up Timeline:

• 5 minutes: Personalized email or text
• 1 hour: Phone call if no response
• 24 hours: Second touchpoint
• 3 days: Check-in, offer similar properties
• 7 days: Add to nurture campaign

Access Control

Public vs Private

Public Off-Market Listings:

• Visible to all website visitors
• Good for: Coming soon listings, seller wants exposure
• Still captures leads via contact forms

Private Off-Market Listings:

• Requires registration/login
• Good for: True pocket listings, high-end properties
• Maximum lead capture

Password Protected:

• Share password with qualified buyers only
• Good for: Maximum discretion, VIP buyers
• Seller wants complete control over who sees

VIP Buyer List

Create exclusive list of qualified buyers:

• Pre-approved buyers only
• High-net-worth individuals
• Your past clients
• Investors and cash buyers

Benefits:

• Quick sales
• Less marketing effort
• Higher seller satisfaction
• Protected relationships

Marketing Off-Market Listings

Email to Database

Subject Lines:

• "Exclusive: Off-Market Property in [Neighborhood]"
• "Private Listing Alert: [Property Type] Under $XM"
• "Before It Hits the Market: [Address]"
• "VIP Access: Waterfront Estate Just Listed"

Email Content:

• Teaser info (beds/baths, general location)
• Key highlight or unique feature
• Limited access messaging
• Clear call-to-action
• Deadline if applicable

Social Media

Instagram/Facebook Posts:

• Exterior photo only
• Vague location ("Coral Gables Estate")
• Key stats
• "DM for details" or link to registration

Example Post:

🏡 JUST LISTED - OFF MARKET

5 Bed | 6 Bath | 6,500 SF
Waterfront Estate in Coral Gables

✨ Resort-style pool
✨ Private dock
✨ Wine cellar
✨ Smart home technology

This exclusive property won't last. DM me for private showing.

#CoralGablesRealEstate #LuxuryHomes #OffMarketListing

Buyer Matching

Target specific buyers in your CRM:

• Saved searches matching criteria
• Past buyers looking to upgrade
• Investors seeking specific properties
• Relocating buyers (incoming to area)

Best Practices

Legal & Ethical

• Check MLS rules about off-market listings
• Have seller's written permission
• Disclose agency relationship clearly
• Follow NAR Code of Ethics
• Don't misrepresent property status
• Be honest about why it's off-market

Property Presentation

• Professional photography always
• Accurate property information
• Compelling description
• Multiple high-quality photos
• Virtual tour if possible
• Floor plans helpful

Lead Management

• Fast response time (under 5 minutes)
• Qualify leads before showing
• Track interest and engagement
• Follow up consistently
• Offer similar alternatives if sold
• Add to buyer database

Marketing Strategy

• Target right audience (don't blast everyone)
• Create urgency (limited access)
• Leverage exclusivity
• Professional presentation
• Multi-channel promotion
• Track which sources generate leads

Managing Multiple Off-Market Listings

Organization Tips

Active (currently available):

• Update regularly
• Respond to inquiries fast
• Feature prominently

Under Contract (pending):

• Change status immediately
• Still show to backup buyers
• Update with "Under Contract" badge

Sold (closed):

• Archive or unpublish
• Use as portfolio piece
• Send "It Sold Off-Market" announcement

Update Frequency

Daily: Check for new inquiries, respond to leads

Weekly: Refresh description if needed, consider price adjustment

Monthly: New photos if staging changed, re-promote to database

Common Mistakes to Avoid

1. Poor Photos: Blurry, dark, or unprofessional images kill interest
2. Overexposure: Sending to entire database reduces exclusivity
3. Slow Response: Buyers move on to other properties quickly
4. No Lead Capture: Missing opportunity to build buyer database
5. Unrealistic Pricing: Just because it's off-market doesn't mean overpricing works
6. MLS Rule Violations: Check your MLS policies on off-market listings

Quick Reference