More Sydney Homes Are Selling Quietly — Here’s What That Means for You

If you’ve noticed more homes selling without the usual campaign fanfare, you’re not imagining it. New research shows more than one in five Sydney properties changed hands last year without ever appearing on Domain or realestate.com.au.

Off-Market Sales Are on the Rise

A new analysis of 33,000 settled sales across key Sydney council areas found:

• Woollahra: 24.2% sold off-market

• Randwick: 20.9%

• North Sydney: 21.3%

• Inner West: 17%

• City of Sydney: 19.3%

• Waverley: 8.1% (lower but still notable)

  
  

Some parts of the city are even higher, Northern Beaches topped the list at 35%, and Ku-ring-gai hit 30%.On average, about one in five homes sold in 2024 never hit the public portals.

Why More Sellers Are Skipping the Big Platforms

There’s no single reason, but these trends stand out:

• Cost of advertising: Listing on one portal can be up to $6000, and over $10,000 if you go premium across multiple sites.

• Buyer demand is already there: Good agents maintain buyer databases and relationships with buyer’s agents. If the right buyer is waiting, you can sell before marketing costs kick in.

• Discretion: Some sellers want privacy, avoiding Neighbours, tenants or the broader market knowing their plans.

• Testing price first: Many agents quietly show the home to qualified buyers or buyer’s agents to gauge pricing before going fully public.

  
  

What It Means for Sydney Homeowners

• If you’re selling:

  • You don’t always need to spend big on advertising. A strong local agent database can bring the right buyers early.

  • Off-market sales can mean less disruption, privacy, and sometimes a faster result, but pricing strategy is critical to avoid underselling.

  • Some owners choose a staged approach: start off-market, then launch to the open market if needed.

• If you’re buying:

  • Many properties never reach the public portals. Building a relationship with a local agent (or using a buyer’s agent) can uncover hidden opportunities.

  • Registering your interest early means you’ll know about quiet listings before they’re widely promoted.

My Take

I’ve seen this trend growing across the Eastern Suburbs — from Randwick and Coogee to Woollahra and Waverley. Many of our recent sales began quietly with pre-qualified buyers before deciding whether to go public. For the right property and price point, off-market can save time and marketing expense while still achieving a strong result.

If you’re considering selling and wondering whether an off-market approach could work for your home, I’m always happy to walk you through the pros and cons and show how our buyer network and local reach can put your property in front of the right people early.