If you haven’t heard about whisper listings, that’s exactly what the marketing genius who came up with the idea wanted. They’re properties that are shrouded in mystery on purpose. Curious house-hunters are drawn to the intrigue around them. They’re becoming the new gateways to some of the best-kept secrets in California and New York real estate. Buyers enjoy the privilege of being able to see penthouses, lofts, and estates that are on the market discreetly.
Sellers enjoy the enhanced desirability that being whisper listed creates. It’s not an entirely strategic tactic. Not everyone who has a multi-million dollar home for sale wants that information to go public. Being able to sell the property of higher than average value out of the eye of the press and public is attractive to affluent public figures who don’t want to fall prey to a new rise in negative perceptions about being wealthy. Others simply seek privacy from gossip tabloids and cameras.
The real estate sector is always looking for new ways to build drama around listings. Observers have noticed that properties handled this way don’t sell if they don’t live up to the hype, however. Buyers expect to discover something they wouldn’t find otherwise. Whisper listings do add intrigue but not to the extent that they’re automatically fast sales.
The concept of keeping information private on a specific property, as opposed to aggressively advertising it, is such a winning strategy that a new portal has recently launched. This portal was built and dedicated to promoting the latest whisper listings One important tip is to understand that the luxury real estate featured on the site will be exclusive. This means that its target market will be high net-worth individuals. While the site idea may seem like a new gimmick to boost the sales of real estate that has slowed down in recent years and can be difficult to sell, Parish Pradhan, the former Keller Williams agent behind it believes that having access to a portal of off-market listings is going to help those shopping for property to sidestep the bidding process and ultimately spend less.