So you’re getting ready to sell your home and starting to interview agents.
You might hear advice about keeping your listing “exclusive” — meaning only marketed within one brokerage — instead of putting it out freely to the open market.

At first, it can sound appealing. Maybe it’s pitched as a way to stay “private” or “in control” of the process.
But before you make that decision, it’s important to understand what’s really at stake — because how your home is marketed can make a big difference in how much you ultimately sell for.

Imagine trying to sell your car by telling just a few people at your office — no ads, no internet, no real exposure. Would you expect to get the best price?

The only reason I bring up the car example is because most of us have sold a few cars over the years. It’s something we can all relate to. Selling a home is different, but similar - it’s not something people do every few years. That’s why your marketing strategy matters even more when the stakes are higher.

Homes sell for more when they’re marketed to as many buyers as possible. Research from Bright MLS shows that homes listed through the MLS sell for nearly 17% more than homes sold privately or off-market. Cutting off exposure usually cuts into your bottom line.

Today, there’s a growing trend of promoting “exclusive” or “private” listings within a single brokerage, limiting visibility to only that firm’s agents and clients. While marketed as a benefit, it’s important to ask: who really benefits?

In high-net-worth markets like the Big Island of Hawaii, privacy is often used as a selling point. But true privacy concerns — like those involving celebrities or ultra-wealthy individuals — are rare. Most properties are already owned through trusts or LLCs that shield the owner's name. Simply keeping a listing off the MLS doesn’t achieve real anonymity.

That said, there are situations where limited exposure might make sense — like when someone in a condo complex doesn’t want neighbors to know they’re moving until after they’ve left, or when a family needs to sell quietly for a parent’s estate. Those choices should come from the seller’s real needs — not from pressure or convenience for the brokerage.

New NAR Guidance for Sellers

The National Association of REALTORS® recently released a new consumer guide explaining the rules:

• MLS Listings: Homes must be submitted to the MLS within one business day after public marketing (like a yard sign or social media post). This supports fair housing and equal opportunity.

• Exempt Listings:

  • Office Exclusive Exempt Listing: Property stays off the public MLS and is marketed only inside the brokerage.

  • Delayed Marketing Exempt Listing: Property is entered into the MLS but withheld from public websites (IDX and syndication) for a set period. During that time, sellers can still privately market.

• Disclosure Requirements: Sellers must sign an acknowledgment that they are waiving MLS/public marketing benefits.

• Local Variations: Rules vary by MLS and state law.

The Bottom Line

Sellers deserve full, honest advice about the financial impact of their marketing decisions.
For most, full exposure through the MLS is the best way to achieve the highest price and strongest terms.

Limited marketing may make sense in very specific, seller-driven situations — but it should never be used to create an advantage for a brokerage.

As REALTORS®, it’s our duty to put the client’s interests first. Always.

For More Information:

To read the full consumer guide from the National Association of REALTORS®, click here to view it directly. @nardotrealtor

📞 Contact Information

If you’re preparing to sell, I encourage you to bring this conversation into any interviews you have with agents.
Choosing the right marketing strategy upfront can make a real difference in your results.
I’d be honored to be one of the professionals you consider when the time comes.

Feel free to call, text, or email me any time:
📞 (808) 936-8383 | ✉️ Lance@KonaHomeTeam.com | 🌐 www.KonaHomeTeam.com

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