The luxury real estate market is undergoing a transformation in the way it markets its propiedades most exclusive properties. Instead of traditional exposure through portals and advertising campaigns, more and more owners are opting for off-market transactions, where the property is offered privately to a select group of pre-identified buyers.
The main reason is privacy. Owners with high public exposure, entrepreneurs, athletes, senior executives or those with large assets may prefer that the location, photos and features of their home are not made public. According to data collected by El País, Between 20 % and 30% % of the most valuable transactions are expected to be closed outside real estate portals in 2025.
But off market is not simply about hiding a property. It involves developing a much more selective marketing strategy. The real estate agent first identifies the potential buyer, analyzes their financial capacity, their needs, and their true interest in the property. Only then does he provide more detailed information and, when appropriate, arrange a visit.
This system is particularly interesting when we talk about unique properties: large beachfront villas, historic estates, exceptional penthouses, complete buildings or propiedades features difficult to find on the conventional market. In ultra-luxury transactions, especially at certain price levels, private marketing can even become the usual option.
The way these operations are managed has also changed. Personal networks continue to be important, but they are now combined with international databases, filtering processes, confidentiality agreements, and multidisciplinary teams that can include lawyers, tax advisors, private banking, or wealth management experts.
For the seller, one of the main advantages is to control who knows about the property and reduce unnecessary visits. For the buyer, it allows them propiedades to access listings that may never be published.
In this context, in Buckingham Property Advisors We add differential value by connecting unique propiedades individuals with qualified buyers, while maintaining the level of discretion required by the prime segment.
The off market shows that, in luxury real estate, selling well doesn't always mean reaching more people, but reaching the right people.