Selling a home is never a one-size-fits-all process. Every property is unique, and so is every homeowner. So, each situation demands a strategy that’s personalized, not generic. That’s why @properties Christie’s International Real Estate developed Private to Prominent: a proven marketing strategy that helps sellers build momentum and maximize exposure without sacrificing control.
What is Private to Prominent?
At its core, Private to Prominent is about building buzz and optimizing pricing and presentation before a home is listed publicly. Rather than launching a listing straight to the open market, your @properties Christie’s International Real Estate agent leverages a multi-stage approach:
- Brokerage Exclusives – We start by showcasing your home to our internal network of more than 3,500 agents via the @agent App, connecting you directly with serious, motivated buyers already in the market.
- Coming Soon Marketing – Next, your home appears as a “Coming Soon” listing on atproperties.com, Zenlist, and other exclusive platforms. This phase stirs interest and allows buyers to get in line — before the home hits the MLS.
- Public Launch – When your home goes live on the MLS, it’s already on the radar of serious buyers. With world-class marketing, digital advertising, and strategic exposure on national and global platforms, your listing debuts with impact.
Created and proven through tens of thousands of successful transactions, this strategy empowers sellers with greater control while driving faster sales—often before the home even appears on the MLS.
Why It Works
By leveraging @properties Christie’s International Real Estate’s No. 1 local market share, exclusive technology, and the area’s most engaged buyer pool, our Private to Prominent strategy lets you:
- Build interest and urgency among high-intent buyers before your home ever hits the open market.
- Test pricing without accumulating market time, or triggering price-reduction alerts.
- Avoid negative perceptions from automated valuation models (e.g. Zestimates) that may not be accurate or relevant
- Maintain control over how and when you sell your home.
The Critics
Right now, some of the biggest names in real estate are trying to force homeowners—regardless of situation, preference or need—into a one-size-fits-all solution where every home is marketed the same way, on the same platforms. Zillow, whose market capitalization is more than the top 25 brokerage firms in the US combined, is leading the charge, claiming that off-MLS marketing disadvantages consumers. But the reality is, listings that don’t go straight to the MLS threaten Zillow’s revenue model. @properties Christie’s International Real Estate’s co-CEOs, Mike Golden and Thad Wong, recently penned an op-ed in the Chicago Tribune about Zillow’s attempt to restrict seller choice. Read more here.
The Results
The results of introducing listings through an off-market strategy speak for themselves. A 2024 study by Midwest Real Estate Data (MRED) revealed that homes marketed first through MRED’s Private Listing Network sold 55% faster, achieved higher sales prices, and closed at 97.5% of the list price compared to 95.4% for homes listed publicly from day one.
Every home deserves a strategy as unique as the property itself—and its owners. With Private to Prominent, you’re not just listing—you’re leading. If you’re getting ready to list your home, talk to a GetBurbed broker today about how we can customize this proven approach to get you the best results.
