The real estate world is buzzing about recent changes to the National Association of Realtors’ stance on pocket listings, formally known as “delayed marketed listings.” These changes give brokerages more flexibility to withhold listings from the public MLS—at least initially. And while that might sound like an advantage, there’s growing concern among real estate professionals and economists alike that the practice could hurt both sellers and buyers in the long run.
At the Guthrie Schofield Group, we understand the power and the pitfalls of pocket listings. We’ve worked with some of the Cape’s most discerning sellers, and we believe that strategy—not secrecy—is what drives the best outcomes.
What’s a Pocket Listing—And Why the Concern?
A pocket listing is a property marketed privately—shared within a brokerage, among agent networks, or to handpicked buyers—without being listed publicly on the MLS. Proponents argue this approach offers discretion and exclusivity. But research tells a more nuanced story.
A recent Zillow study found that homes sold off-MLS in 2023–2024 averaged $4,975 less than those listed publicly—a 1.5% national gap. In Massachusetts, the difference was even more stark: an average loss of $20,171, or 3.4% less for private sales. Why? The answer is simple: less exposure means fewer qualified buyers, and fewer buyers means less competition.
As Jonathan Miller, CEO of Miller Samuel Appraisal, puts it:
“The more exposure, the higher the probability of a higher price.”
Our Approach: Pre-Market Interest Meets Public Market Power
At Guthrie Schofield Group, we take a multi-phased approach to marketing every home—one that merges the strengths of both private and public visibility.
Phase 1: Pre-Market Strategy
We begin by generating targeted buzz through:
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Private agent previews and high-net-worth buyer networks
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Digital teaser campaigns
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Email and social outreach to our database
This creates a grassroots-style groundswell of interest, giving our sellers early momentum and valuable buyer feedback.
In certain scenarios—especially in hyper-competitive segments or with unique, hard-to-price properties—this early attention can yield strong offers above perceived market value. In those cases, it may make sense to accept a pre-market offer if it meets key objectives (such as price, terms, timing, or privacy).
Phase 2: Public Market Launch
Unless an exceptional offer arises early, we advise most sellers to enter the public market, where their property benefits from:
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Full MLS exposure
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Syndication across national platforms
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Broader agent and buyer reach
Data continues to show that the first few weeks on the public market often deliver the best results, particularly when paired with strong pre-launch momentum.
Bottom Line: Every Seller Deserves a Thoughtful, Data-Driven Strategy
While we recognize that pocket listings can be the right fit in select cases—such as when discretion is paramount or timing is urgent—we believe the public market remains the most powerful tool for driving competition, maximizing value, and ensuring equitable access to opportunities.
That’s why we tailor our strategy to each client’s goals, balancing discretion with visibility and negotiation power with market reach.
If you're considering selling, we’d love to walk you through a custom strategy that’s built for your property, your priorities, and this evolving market.
