Off-Market vs. On-Market – Which Sales Strategy Yields Better Results in Brisbane?

When it comes to selling prestige property in Brisbane, not all sales strategies are created equal. From sweeping marketing campaigns to quietly curated viewings, sellers today have more options than ever before.

Both have merit – but which one is right for your property, and which actually yields a better outcome? Let’s explore the key differences and when each strategy makes sense.

What does “Off-Market” Really Mean?

An off-market sale means your property is not publicly advertised. There are no online listings, social media promotions, or open homes. Instead, the sale is conducted discreetly through an agent’s database of qualified buyers, personal networks, and direct outreach.

In Brisbane’s prestige market, off-market selling is gaining traction. Luxury buyers are often time-poor and prefer to deal with trusted agents who can alert them to properties that aren’t available to the general public. 

Another key benefit is control. Off-market campaigns are highly personalised, with direct conversations rather than public negotiations. This suits many prestige sellers who prefer a more private and flexible process.

The Limitations of Off-Market Selling

Of course, off-market selling isn’t right for every home. With limited exposure, you may miss out on emotional buyers who discover properties through public listings. It can also reduce competition, meaning less urgency and potentially lower offers.

The Power of On-Market Campaigns

An on-market campaign takes your property public. It appears across major real estate portals, social media channels, email databases, print ads and more. Professionally styled photography, video, floorplans and open homes are designed to attract interest, drive traffic, and generate offers.

This strategy is ideal if your property has broad appeal or unique features that will stand out in the current market. The visibility helps attract a larger buyer pool, which in turn increases competition. In strong markets such as Brisbane’s, this competition can push the sale price higher.

What Works Best in Brisbane’s Luxury Market?

The answer depends on your goals, your property, and the current state of the market. In Brisbane’s high-end suburbs like Ascot, Hamilton, Hendra and Clayfield, we’ve seen both approaches succeed, but for different reasons.

For ultra-unique homes or high-profile sellers, off-market sales offer discretion and flexibility. For homes likely to attract wide appeal or generate competition, on-market campaigns often produce premium results.

Sometimes, the best strategy is a blend of both. A property might begin off-market to test the waters, then transition to a full campaign if the right offer doesn’t come through. This dual approach can provide insight and momentum, without locking you into a single path.

Let’s Tailor the Right Strategy for You

There’s no one-size-fits-all approach when it comes to selling prestige property. The right sales strategy should reflect your priorities, your timeline, and the nature of your home.

If you're thinking about selling and wondering which path to take, off-market or on, let’s chat. Contact the Oliver Jonker team today.