Nearly two‑thirds of recent home sellers say their real‑estate agent brought up the option of a private listing, and 43% of those respondents recall the agent actually suggesting or “selling” the idea.
Survey reveals how agents shape listing decisions
A recent survey of 1,000 adults who sold a home within the past six months asked participants to rank the most important job of their agent. The top responses were to negotiate with buyers (32%) and to advertise or promote the home (30%). Pricing properly and handling showings followed behind.
When asked how well agents marketed their homes, 51% said the effort was “very well” and 42% judged it “somewhat well.” Only 7% expressed dissatisfaction, citing agents who vanished after listing or who pressured sellers into low offers.
Agents often face a perception gap: sellers may not see the work performed, while agents sometimes fail to communicate their marketing activities clearly. To bridge that gap, the report recommends defining strong marketing, tying it to sellers’ goals before listing, and providing weekly updates that show measurable progress.
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Agents shape buyer expectations.
Private listings and seller preferences
More than half of respondents (60%) said their agent mentioned a private listing—marketing the home within the brokerage before it appears on the MLS or public portals. A substantial portion reported the agent actively recommended the approach, while the rest described it as one of several options.
When asked what marketing tactic added the most value, 26% pointed to MLS exposure, 23% highlighted visual tools such as photography and virtual tours, and 13% emphasized placement on major portals like Zillow. Younger sellers leaned toward portal exposure, whereas older participants placed more weight on MLS listings.
Only a quarter of sellers are currently using AI in their home‑sale process, and those who do are using it to check their agent’s price recommendations and selling advice.
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Agents are urged to prepare clear, confident responses when sellers reference AI findings, emphasizing local market knowledge and the rationale behind pricing decisions.
The influence agents wield over private‑listing choices mirrors past shifts in real‑estate practices, such as the rise of “coming soon” listings a few years ago. Back then, agents guided sellers toward early‑market exposure, which later became a standard tactic. The current trend suggests a similar pattern: professional recommendation can steer consumer preferences, even when the option is optional.
Overall, the survey shows that while many sellers appreciate the flexibility private listings offer, the manner in which agents present the option can significantly affect adoption rates.
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