Selling an apartment off-market is becoming more popular with informed vendors, especially those looking to maximize value without pouring money into public marketing. Genneva Smarrelli specializes in this exact strategy. The traditional belief is that more buyers always leads to the best price, but experience—and a growing body of successful recent sales—shows that targeting the right buyer can outperform broad campaigns.

Off-market means listing the property discreetly and connecting with a pool of qualified buyers through a well-curated database and relationships with buyers’ agents and investors. With this approach, you do not pay thousands upfront for glossy ads or online exposure. Instead, you work directly with an agent who knows exactly which buyer profiles are actively searching for your apartment type, location, and style. Genneva says, “Sometimes you don’t need more buyers, you need the buyer who sees the real value in your property.”

A common scenario involves apartments that are unique, investment-focused, or have niche market appeal (think: studios, one-bedrooms, high-owner corp fees, or tenanted units). Rather than exposing shortcomings to the general public, Genneva works with buyers who are motivated by yield, cash flow, and underlying fundamentals. This keeps the campaign efficient and protects your privacy.

When starting an off-market campaign, Genneva will first examine the property’s numbers: rental return, vacancy, owners corp fees, and recent comparable sales. She will work with you to set a realistic price and create a list of features that will appeal to investors or owner-occupiers seeking specific attributes. Next comes targeted outreach using the Collings portal and Genneva’s own database, connecting with both individual buyers and buyers’ agents who already have purchase briefs for similar stock.

The real benefit is flexibility. You can test buyer appetite without locking into a lengthy public auction campaign. If initial feedback suggests the current strategy is not quite right—perhaps investors are not responding, but owner-occupier feedback is strong—Genneva will adjust the approach quickly.

Genneva’s case study: A client came to her after six months of unsuccessful public listing with another agent. Frustrated by the lack of progress and communication, the vendor let Genneva run an off-market approach, targeting buyers from her database. Within three days, she secured a cash, unconditional offer at the full price. The property went under offer without a single paid marketing campaign or public disclosure. This type of outcome is not rare when there is a genuine property-buyer match.

For owners thinking about off-market, the big questions are: What price can I expect, how long will it take, and am I missing exposure? Genneva’s track record shows that, in the right hands, you are not missing anything—if your agent is proactive, has the data, and knows how to negotiate directly with strong buyers. The process prioritizes seller control, transparency, and personalized negotiation over mass-market tactics.

Whether you already have an investment unit, are exploring your options, or wondering how off-market might work for your situation, reach out today for a direct, numbers-driven consultation.

Ready to find the right buyer? Connect directly at https://www.collings.com.au/portal.