Why Selling Off-Market Could Be Costing Northern Virginia Homeowners Thousands
December 3, 2025
December 3, 2025
When you decide to sell a home in Northern Virginia, every decision matters — and some decisions matter far more than most people realize. According to fresh research from Zillow, homeowners who skip the traditional MLS and sell privately, off-market, or through “whisper networks” are very often walking away with less money than they could have earned.
And here’s the part most people don’t expect: It’s not a small difference. It’s meaningful. It’s measurable. And it’s avoidable.
Zillow’s analysis found that, nationwide, properties sold off-MLS earned a median of 1.5% less — roughly $4,975 — than similar homes marketed publicly. In higher-value markets like ours, that gap can easily stretch into the tens of thousands. Their study highlights states where sellers lost $30,000+ simply by reducing exposure.
(Source: Zillow Research — see link above.)
So why does this happen? Let’s call it what it is…
1. Less Exposure Means Less Competition
If fewer buyers know your home exists, fewer buyers can compete for it.
And when competition goes down, so does your price. Simple. Predictable. Proven in the data.
2. The Market Rewards Transparency
Public MLS listings create trust, visibility, and a true reflection of the market. Off-market deals? They create opacity — and opacity rarely favors the seller.
3. The “Exclusive” Pitch Sounds Good… But Often Costs You Money
Some sellers are led to believe a pocket listing creates prestige or convenience. But ask yourself:
Is exclusivity worth $10,000? $20,000? More?
Zillow’s research suggests many sellers never realize what they gave up.
4. Northern Virginia Is Too Competitive to Hide a Good Property
Ashburn, Arlington, Reston, Fairfax — our buyers move fast, they’re well-qualified, and they’re hungry for options. With inventory still tight, the MLS is the single most powerful amplifier you have. Why limit your reach in a market that rewards visibility?
5. Your Home Deserves a Bidding Environment — Not a Backroom Conversation
When your property hits the MLS with the right marketing, you’re not just listing…
You’re creating a moment. A moment where buyers compete, urgency builds, and your price moves upward. Private markets simply cannot replicate that energy.
What This Means for You Right Now
If you're thinking about selling in Northern Virginia, this research gives you a key advantage:
You now know with certainty that the MLS is not just a tool — it’s leverage.
And leverage, when used correctly, equals money in your pocket.
As Phil M. Jones would say…
“When you know the right thing to do, the next step becomes remarkably simple.”
So the right question isn’t Should I list on the MLS? The right question is:
“How do I position my home so the market competes for it?”
That’s where strategy, presentation, pricing discipline, and full exposure come together — and that’s where the results happen
Final Thought
Zillow’s research confirms what strong agents have known for years:
Your greatest asset in selling your home is visibility — plain and simple.
Limit visibility, and you limit your outcome. Maximize exposure, and you maximize your return.
If you’d like a personalized analysis of what your home could sell for on the open market — or if you’re curious how much money off-market sellers in your neighborhood may have left behind — I’m happy to break it down for you.
Just ask.
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