Real Estate News

The Shift Toward Pre-Market Home Sales in Competitive Areas

Pre-market home sales are gaining momentum in competitive real estate markets, offering buyers early access and sellers faster transactions before public listings appear

flareAI Services

18 Sep 2025 — 6 min read

Quick Listen:

Podcast

In the frenzied real estate markets of West Michigan and Florida, where homes disappear from listings faster than a summer storm, a quiet revolution is underway. Pre-market home sales those “coming soon” or off-market listings that never hit the public radar are reshaping how deals are struck. These transactions, driven by tight inventory and fueled by platforms like Sidedoor, offer a lifeline for buyers and sellers navigating competitive landscapes. By connecting real estate agents, title companies, and lenders through private networks, Sidedoor enables tailored, transparent deals that sidestep the chaos of traditional listings. This isn't just a trend; it's a strategic shift, amplified by recent regulatory changes and technology, that's redefining the home-buying game.

Home buying or selling shouldn't mean paying for services you don't use or need. Now, with new rules, you can choose exactly what you pay for. Side Door's smart match engine connects you with vetted agents offering flexible service levels, so you pay only for what you use. Keep the guidance, skip the extras, and save thousands and still get the keys in hand. Join Side Door for FREE today!

Pre-Market Home Sales Gain Traction in Competitive Markets

In places like Holland, Michigan, or Florida's bustling suburbs, low inventory has turned home buying into a high-stakes sprint. Pre-market sales, often called off-market or “coming soon” listings, allow sellers to test interest before their property hits the Multiple Listing Service (MLS). It's a chance to set a competitive price, avoid endless showings, and connect with serious buyers. For buyers, it's an opportunity to secure a home before it's swarmed by competitors. Sidedoor's platform streamlines these transactions, letting clients choose à la carte services think real estate agents, title companies, or lenders without the bloat of full-service models.

This approach aligns with Sidedoor's unique differentiators: empowering clients to customize services, enabling agents to tap into deals they'd typically miss, and helping professionals like inspectors showcase their value. But it's not without hurdles. Some prospects hesitate, citing Sidedoor's startup status or the polished websites of competitors like Zillow. Yet, in a market craving flexibility, Sidedoor's model is carving a niche.

Why Pre-Market Sales Are Surging

Inventory shortages are the spark behind this trend. In West Michigan, where lakefront homes are gold, or Florida, where condos vanish in days, demand far outstrips supply. According to Realtor.com, homes in hot markets often sell in under two weeks, frequently with multiple offers. Pre-market listings let sellers capture motivated buyers early, avoiding the frenzy of open houses. Buyers, tired of losing bidding wars, crave early access something Sidedoor delivers through private networks connecting agents and clients.

Technology is the engine driving this shift. Platforms like West Edge Realty and Real Estate One enable controlled pre-market exposure, sharing listings with vetted buyers. Social media amplifies this reach teasers on Facebook or Instagram generate buzz without flooding the market. The result is faster closings, often with fewer negotiations, as buyers and sellers connect directly.

Regulatory changes are also reshaping the landscape. As Investopedia notes, new rules effective in 2024, stemming from a Department of Justice and National Association of Realtors (NAR) settlement, transformed commission structures. Previously, sellers typically paid a 5% to 6% commission, split with the buyer's agent. Now, sellers are barred from covering buyer's agent fees, which buyers must negotiate directly. These changes, designed to enhance transparency, make pre-market deals appealing for their simplicity, reducing negotiation friction for both parties.

Real-World Impact in Competitive Markets

Consider Holland, Michigan, where lakefront properties are snapped up in days. A recent pre-market listing, facilitated by Sidedoor, sold in just 72 hours before ever hitting the MLS. The seller, working with an agent from Premier Lakeshore, received three offers from pre-vetted buyers, closing at 5% above asking with minimal contingencies. Compare that to traditional listings, which, per Realtor.com, take 10-14 days to secure offers in similar markets, often with more strings attached.

Agents are leveraging private networks to drive these outcomes. Top performers use Sidedoor to match buyers and sellers early, ensuring precision over chaos. Sellers benefit from qualified offers and controlled showing schedules, reducing stress. Buyers, meanwhile, gain a first-mover advantage, negotiating directly with motivated sellers. Professionals like title companies and lenders such as Chicago Title or LMCU use these platforms to align services with client needs, standing out in a crowded field.

The NAR settlement's impact is evident here. By requiring buyers to cover their agent's fees, as outlined by Investopedia, pre-market deals become a haven for clarity. Sellers avoid complex commission splits, while buyers know upfront what they're paying for whether it's an inspector or a lender's services. This transparency aligns with Sidedoor's mission to simplify transactions, letting clients pick exactly what they need.

Navigating Risks and Challenges

Pre-market sales aren't flawless. Limiting exposure to a private network can mean fewer offers, potentially capping a home's sale price. In Florida's competitive markets, a public listing might attract 10 bids, while a pre-market deal might see only three. There's also the perception of exclusivity, which can frustrate buyers who feel locked out, raising questions about transparency.

Fair Housing Act compliance is critical. Pre-market marketing must avoid discrimination against protected groups, and platforms like Sidedoor ensure listings are shared transparently within their networks. Data privacy is another concern buyers and sellers expect secure transactions, especially when listings are teased on platforms like YouTube or TikTok. Sidedoor addresses this with robust systems, but agents must remain vigilant.

Prospect objections also loom large. Some question Sidedoor's startup status, preferring the polished websites of competitors like Redfin, who invest heavily in marketing. Yet, Sidedoor's à la carte model letting clients customize services counters this by offering flexibility that resonates in a post-NAR world. As Yahoo Finance notes, the NAR changes haven't drastically lowered costs, making platforms like Sidedoor, which prioritize tailored solutions, even more relevant.

Opportunities for All Players

For sellers, pre-market sales offer a low-pressure way to test the market, refine pricing, and minimize disruptions. Buyers gain a critical edge in tight markets like West Michigan, where early access can mean the difference between securing a dream home or losing out. The NAR settlement amplifies these benefits, as buyers negotiate fees directly, fostering clarity and control.

Agents and professionals stand to gain significantly. Sidedoor enables agents to access deals they might miss, while title companies and lenders like those at Red Cedar Ventures position themselves as problem-solvers. This collaborative approach, where professionals tailor services to client needs, builds stronger relationships and drives efficiency.

Negotiation tactics, as outlined by Clever.com, are key in this new landscape. Buyers can negotiate lower commissions by comparing agent rates, while sellers can leverage pre-market interest to set competitive prices. Hypothetically, a $500,000 home pre-NAR might have cost $30,000 in commissions (6%). Post-NAR, buyers and sellers can negotiate fees as low as 2-3% per side, potentially saving thousands.

A Future Defined by Precision

Pre-market sales are more than a trend they're a glimpse into real estate's future. Experts predict that by 2030, up to 30% of sales in competitive markets could happen off-market, driven by AI and data analytics that enhance buyer-seller matching. Platforms like Sidedoor are leading this charge, offering secure, transparent tools that align with the NAR settlement's push for fairness.

Sellers should weigh market conditions before going pre-market, balancing speed against exposure. Buyers should seek agents and platforms offering early access, whether through Facebook teasers or Sidedoor's networks. In a market where every day counts, getting in early is the ultimate advantage. Sidedoor's role streamlining deals with precision and transparency ensures that buyers, sellers, and professionals alike can navigate this new era with confidence.

Frequently Asked Questions

What are pre-market home sales and how do they work?

Pre-market home sales, also called "coming soon" or off-market listings, are properties that sell before being listed on the Multiple Listing Service (MLS). Sellers can test market interest, set competitive pricing, and connect with serious buyers through private networks and platforms like Sidedoor. This approach allows buyers to secure homes before they face competition from the general market, often resulting in faster closings with fewer negotiations.

Why are pre-market sales becoming popular in competitive real estate markets?

Pre-market sales are surging due to severe inventory shortages in hot markets like West Michigan and Florida, where homes often sell in under two weeks with multiple offers. The 2024 NAR settlement changes, which require buyers to negotiate agent fees directly rather than sellers covering them, have made pre-market deals more appealing for their transparency and simplicity. Technology platforms and social media also enable controlled exposure to vetted buyers, reducing the chaos of traditional open houses.

What are the advantages and risks of buying a home pre-market?

The main advantages include getting first access to properties before competitors, potentially avoiding bidding wars, and having clearer fee negotiations under new NAR rules. However, pre-market sales can limit exposure to fewer potential buyers, which might result in lower sale prices compared to public listings that could attract 10+ offers. Buyers should also ensure Fair Housing Act compliance and work with reputable platforms that maintain data privacy and transparent practices.

Disclaimer: The above helpful resources content contains personal opinions and experiences. The information provided is for general knowledge and does not constitute professional advice.

You may also be interested in: Side Door