Real Estate News

The Shift Toward Pre-Market Home Sales in High-Demand Areas

Pre-market home sales are becoming the new norm in competitive real estate markets. These off-market transactions offer advantages for both buyers and sellers in high-demand areas

flareAI Services

06 Sep 2025 — 7 min read

In the serene lakeside communities of West Michigan and the vibrant coastal markets of Florida, a quiet revolution is transforming real estate. Homes are changing hands before they ever appear on public listings, driven by savvy buyers and sellers eager to outpace fierce competition. This surge in pre-market home sales, propelled by tight inventory and a landmark shift in commission structures, is reshaping how properties are bought and sold. Platforms like Sidedoor are at the forefront, offering a hybrid model that empowers clients with transparency and tailored services in these high-stakes markets.

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Pre-Market Home Sales Surge

Real estate thrives on connections, but timing is increasingly critical. Pre-market sales, often referred to as pocket listings, involve properties sold through private networks rather than the Multiple Listing Service (MLS). These deals, as noted in a verified source, rely on brokers using personal relationships to connect sellers with select buyers, often for privacy or strategic reasons. In competitive regions like Holland, Michigan, and Florida's coastal cities, this approach is gaining momentum, fueled by the National Association of Realtors (NAR) settlement of 2024, which has fundamentally altered commission norms.

The NAR settlement dismantled the traditional 5-6% commission model, introducing flexibility for buyers and sellers to negotiate fees or opt for specific services. This change, combined with low inventory in high-demand markets, has made pre-market sales a strategic choice. Sidedoor's platform exemplifies this shift, connecting clients with local professionals title companies, lenders, inspectors who collaborate early to streamline transactions. By offering a la carte services, Sidedoor addresses the evolving needs of a market where customization and transparency are paramount.

Why Pre-Market Sales Are Gaining Traction

The NAR settlement has redefined real estate dynamics. U.S. News highlights that the new rules allow sellers to explore cost-saving strategies, such as pre-market sales, by negotiating lower commissions or selecting specific services. In West Michigan, where lakefront properties vanish quickly, or Florida, where coastal homes spark bidding wars, early access is a game-changer. Sellers can gauge interest from a curated buyer pool, while buyers secure properties before they hit the open market.

Technology plays a pivotal role. Sidedoor's hybrid platform enables sellers to choose services like home inspections or title reviews without committing to full-service agents. This flexibility aligns with the post-NAR era, where clients demand control over costs and processes. Agents, too, are adapting, using pre-market deals to secure opportunities in competitive markets. By fostering collaboration among service providers, platforms like Sidedoor create an ecosystem where efficiency and client needs take center stage.

Market dynamics further amplify this trend. In high-demand areas, inventory remains tight Holland, Michigan, saw a 20% drop in available homes from 2023 to 2024, according to local market reports. Florida's coastal markets face similar constraints, with luxury properties often selling before public listings. Pre-market sales offer a solution, allowing sellers to test pricing strategies discreetly while buyers gain an edge in securing desirable homes.

Real-World Success Stories

Consider a lakeside bungalow in Holland, Michigan, just a stone's throw from Lake Macatawa. Rather than listing it publicly and facing a frenzy of showings, the seller partners with a Sidedoor-connected agent to share the property with pre-qualified buyers. Within a week, a buyer vetted and ready submits a strong offer, and the deal closes without the chaos of an open house. This scenario, increasingly common in West Michigan, showcases the power of pre-market sales to deliver results in competitive markets.

In Florida, the approach shines in the luxury segment. A coastal condo owner, seeking discretion, uses Sidedoor to market their property off-MLS to high-net-worth buyers. By collaborating with title companies and inspectors early, the seller ensures a smooth process, securing a competitive offer without public exposure. These cases highlight Sidedoor's unique differentiators: a platform that empowers agents to offer tailored services while giving sellers control over their sale's visibility and buyers access to exclusive opportunities.

Sidedoor's model also addresses common pain points. Unlike traditional full-service agencies, which often bundle services, Sidedoor lets clients pick what they need say, a lender's pre-approval or a home inspection saving time and money. This collaborative approach ensures that title companies, lenders, and inspectors work together from the outset, aligning with the client's goals rather than operating in silos.

Navigating the Challenges

Pre-market sales aren't without risks. Sellers who limit exposure to a select buyer pool may receive fewer offers, potentially impacting final sale prices if pricing isn't strategic. Buyers, meanwhile, face intense competition in these exclusive deals, with limited leverage to negotiate. Regulatory hurdles also loom MLS rules on “coming soon” listings and Fair Housing Act compliance require careful navigation to ensure transparency and inclusivity.

Perception is another challenge. Some view pre-market sales as secretive or exclusive, raising concerns about fairness. Realtor.com notes that traditional full-service agents still dominate, leveraging robust marketing budgets to attract clients. As a startup, Sidedoor faces skepticism from those accustomed to polished competitor websites. Yet, its focus on flexibility and transparency counters these objections, offering a fresh alternative to the conventional model.

Addressing these concerns requires education. Sellers must understand the trade-offs of pre-market strategies, while buyers need clarity on how to compete effectively. Sidedoor's platform mitigates these issues by fostering open communication among all parties, ensuring compliance and transparency while delivering value.

Opportunities in a Shifting Landscape

The post-NAR environment is rich with potential. Pre-market sales streamline transactions by involving key players early, reducing delays and surprises. List With Clever emphasizes that negotiating commissions upfront can save sellers thousands, a benefit amplified in pre-market deals where agents spend less on broad marketing. For example, a seller in Michigan might reduce their commission from 6% to 4% by opting for targeted pre-market exposure, saving $10,000 on a $500,000 home.

Real estate professionals also gain. Agents using Sidedoor's platform build stronger local networks, collaborating with lenders and title companies to enhance their visibility. In West Michigan, where firms like WestEdge Realty and Lake Michigan Credit Union are active, this connectivity creates a competitive edge. Sellers benefit from testing price points discreetly, refining their strategy before a public listing. In Florida, where luxury markets demand precision, this approach ensures optimal outcomes.

The Future of Pre-Market Sales

Local experts see pre-market sales as a lasting shift. A West Michigan agent reported that pre-market deals in Holland have reduced closing times by up to 10 days, thanks to early coordination among service providers. In Florida, agents note similar success with high-end properties, where discretion is critical. Yahoo Finance observes that while commission changes haven't slashed costs dramatically, they've spurred innovative strategies like pre-market sales.

As hybrid platforms like Sidedoor gain traction, their role will expand. By offering transparent, customizable solutions, these platforms meet the growing demand for flexibility in high-demand markets. Social media channels like Instagram and YouTube, popular among Sidedoor's target audience, amplify this trend, enabling agents to connect with clients in real time.

A Market Poised for Change

The real estate landscape is evolving, driven by new commission rules and relentless competition. Pre-market home sales, once a niche strategy, are now a powerful tool for navigating markets like West Michigan and Florida's coasts. Yet, success demands clarity sellers must weigh the risks of limited exposure, and buyers need strategies to compete. Platforms like Sidedoor are paving the way, blending technology with local expertise to deliver tailored solutions. In a market where every advantage counts, partnering with professionals who understand both the digital and local terrain is the key to unlocking opportunity.

Frequently Asked Questions

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

Pre-market home sales, also known as pocket listings, are properties sold through private networks before being listed on the Multiple Listing Service (MLS). Instead of public listings, brokers use personal relationships to connect sellers with select buyers, often for privacy or strategic reasons. This approach allows sellers to test pricing strategies discreetly while giving qualified buyers early access to desirable properties before they hit the competitive open market.

How did the NAR settlement change real estate commissions and impact pre-market sales?

The 2024 NAR settlement dismantled the traditional 5-6% commission model, introducing flexibility for buyers and sellers to negotiate fees or select specific services. This change has made pre-market sales more attractive as a cost-saving strategy, allowing sellers to reduce commissions from 6% to 4% or lower by opting for targeted exposure instead of broad marketing. The new rules enable clients to choose à la carte services, saving thousands on transactions while maintaining control over the selling process.

What are the risks and benefits of buying or selling a home pre-market?

Pre-market sales offer benefits like faster closing times (up to 10 days shorter), reduced competition for buyers, and cost savings for sellers through lower commissions and targeted marketing. However, sellers face the risk of receiving fewer offers due to limited exposure, potentially impacting final sale prices. Buyers encounter intense competition in exclusive deals with limited negotiation leverage, while both parties must navigate regulatory requirements like MLS compliance and Fair Housing Act adherence.

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

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