Office Exclusive Listings: Are Private (Pocket) Real Estate Listings Worth It for Sellers?

Office Exclusive Listings in 2025: Are Private (Pocket) Real Estate Listings Worth It for Sellers?

The short answer is NO. This is another thing among others that real estate agents do that only benefit them and do not benefit their clients. There are lots of things agents do that on the surface appear to be for their client but the agent gets way more if not all the benefit. Another couple examples are open houses and directional signs.

As real estate markets grow more competitive and inventory tightens, brokerages are increasingly exploring alternative marketing strategies — one of which is the rising trend of office exclusives or private listings. But according to a new in-depth report from Bright MLS, this off-market approach may not offer sellers the benefits it’s often marketed to provide. In fact, the findings indicate that sellers may be better off sticking with traditional MLS exposure.

So, what exactly is happening with the surge in office exclusives, and do they truly give sellers an edge? Here’s a comprehensive look at what the data says — and what it means for agents, brokerages, and homeowners.

Private Listings on the Rise — But Still the Minority

Private or office exclusive listings — where a home is marketed solely within a brokerage or small network instead of publicly through the MLS — are gaining traction. Just a few years ago, they made up a mere 2% of listings across Bright MLS’s Mid-Atlantic territory. Fast forward to early 2025, and that number has risen to nearly 8% of all residential listings.

Key Data Points:
- Bright MLS studied 100,000 listings sold between September 2024 and February 2025.
- A few brokerages are driving the increase. Just three firms held 10% or more of their listings off-market.
- Two of those brokerages also reported high overall volume, signaling that the trend may be centered around larger players seeking market control.

Despite the growth, private listings remain a small share of total market activity — and most of them end up on the MLS anyway.

Delayed Exposure = Longer Days on Market

One of the key arguments for pre-marketing homes privately is the supposed advantage of avoiding “negative signals” like price reductions or days on market (DOM). However, Bright’s data reveals that private listings actually take longer to sell — by nearly three weeks.

Median Days to Contract:
Listing TypeMedian Time to ContractStandard MLS Listing20 DaysStarted as Office Exclusive37 Days

This extra time could pose issues in a competitive market where speed to contract can significantly impact price negotiations and buyer interest.

Financial Advantage? Not Likely

Sellers might be led to believe that keeping their home off the MLS will result in a higher sale price or more favorable terms, but the report found no evidence to support this claim.

Bright MLS adjusted its data to control for location, home size, and property features to ensure fair comparisons between office exclusives and traditional listings. The conclusion? No pricing advantage for sellers who opted to pre-market their home privately.

This aligns with findings from other industry research — including data from Zillow — that shows maximum exposure via MLS typically leads to better pricing outcomes.

Although Compass, a prominent proponent of private listings, released preliminary claims earlier this year suggesting that sellers could earn more with pre-marketing, the company has not yet provided full, peer-reviewed data to support those conclusions.

Why Sellers Choose Office Exclusives (And Why They Might Reconsider)

Despite the evidence, some sellers and brokerages still lean toward private listings — often for reasons like privacy, control over marketing, or exclusivity in luxury markets.

Common Reasons for Pre-Marketing:
- Desire to test pricing before going public
- Concerns about DOM metrics
- Need for privacy or discretion
- Belief in a brokerage’s internal buyer pool

However, Bright MLS’s report shows that nearly 90% of homes that start as office exclusives are eventually pushed to the MLS anyway, indicating that even brokerages see the need for broader exposure when private marketing alone doesn’t yield results.

Should You Go Private or Go Public?

The findings are clear: For most sellers, listing a home on the MLS provides faster sales and more competitive pricing. While office exclusives may sound appealing — especially in high-end or niche markets — the broader data doesn’t support claims of better outcomes.

Summary Takeaways:
- Private listings are increasing but remain a small share of the market.
- Most office exclusives eventually end up on the MLS — suggesting limited initial results.
- Homes marketed publicly sell faster — on average, in 20 days compared to 37 for private starts.
- No pricing advantage was found for office exclusives once data was adjusted for variables.

As the industry continues to evolve and experiment with different models, sellers should be cautious of marketing tactics that promise exclusivity without clear benefits. In today’s market, visibility still reigns supreme.

Real estate professionals and their clients must weigh the data, understand the trade-offs, and make informed decisions based on what actually moves the needle — and right now, that’s still the MLS.

https://agentsgather.com/office-exclusive-listings-in-2025-are-private-pocket-real-estate-listings-worth-it-for-sellers/