There’s no doubt I’m an advocate of the off-market strategy, but like every approach, it isn’t always the right fit for every apartment or vendor. One of the most important lessons in my career has been that you need to be prepared to change direction when the market shows you something new. Here are the key signs and scenarios where I’ve learned it’s time to rethink the off-market approach in favour of public marketing.

1. Buyer Feedback Shows You’re Missing Demand
If early off-market conversations reveal that only a handful of buyers match your property profile and there’s little urgency, it may be a sign your buyer network is too limited for this campaign. You want targeted competition, not just a single offer without tension.

2. Ultra-Unique or Premium Apartments
Properties with unusual features, unconventional layouts, or high price points may need broad exposure to draw out the right buyer. Examples include penthouses, extremely large units, or those in buildings with a specific heritage or design focus. In these cases, I recommend public marketing backed by digital reach and professional photography.

3. Weak Enquiry Despite Strong Pricing
Even when priced well, sometimes market conditions, timing, or seasonality makes buyers hesitant to act. Don’t stick rigidly to off-market if you’re not getting qualified feedback within the first week or two—consider broadening exposure.

4. Vendor Needs a Fast, Absolutely Certain Sale
When timelines are tight and the property must settle quickly, a full-scale public campaign can create urgency through visibility and auction timelines.

Adapting with Real Evidence
Recently, I worked with a seller whose unit was initially pitched toward investors off-market. After two weeks, buyer feedback was far stronger from owner-occupiers than investors, so we went public to reach this broader audience. The result was a better sale than if we’d pushed the original strategy.

Summary
Off-market isn’t a doctrine—it’s one tool in the box. If the evidence says you need more buyer eyes on your property, it’s smart to adapt.

If you’re debating strategy, or want a review of your campaign, reach out for a direct assessment. Contact Genneva Smarrelli at http://collings.com.au/contact.