Off-market real estate refers to properties not listed publicly on multiple listing services (MLS) or other online platforms. These hidden gems can be a great opportunity for investors and homebuyers to find their dream property at a potentially lower price. However, marketing off-market real estate requires a different approach than traditional listings. Brandon Gilkey will share advanced techniques designed to market off-market real estate effectively.

Brandon Gilkey is the CEO of Investor Deals Today, one of the industry leaders in Single Family Residential Portfolio transactions in the United States. In addition to this, he is the Managing Partner of four Real Estate Holding companies with properties in different states.

Understanding Off-Market Real Estate

Off-market, or 'pocket', real estate refers to properties bought and sold quietly, without public advertising. This could be due to a seller's privacy preferences, pending renovations, or the desire to test the waters before officially listing. Such properties offer unique investment opportunities for investors and savvy homebuyers and promise less competition. However, finding and promoting these off-market properties requires a nuanced approach.

Leverage your Network

One of the most effective ways to market off-market real estate is by leveraging your network. This includes contacting other real estate agents, attorneys, accountants, and professionals with clients or contacts interested in purchasing a property.

You can also tap into your personal and professional networks, such as family, friends, colleagues, and acquaintances. You may find potential buyers or tenants looking for off-market properties by spreading the word through these connections.

Targeted Digital Marketing

While traditional MLS listings may not be an option for off-market properties, targeted digital marketing can still significantly promote them. This could include creating a website or landing page for your off-market listings, using social media to reach potential buyers, and utilizing email marketing to target specific demographics.

Use Social Media

Social media is a powerful tool for marketing off-market real estate. You can create targeted ads on platforms like Facebook and Instagram, reaching a specific audience based on location, interests, and demographics.

You can also use social media to showcase the property through photos and videos, creating buzz and generating interest from potential buyers or tenants. Additionally, you can join local real estate groups or communities to connect with other professionals and individuals interested in off-market properties.

Utilize Direct Mail

Direct mail may seem like an outdated marketing technique, but it can be highly effective for targeting a specific audience. You can create a mailing list of potential buyers or tenants based on location, income level, and other relevant factors.

Send out postcards or letters with details about the property, including photos and contact information. This can help you reach individuals who may not be actively looking for a property but could be interested if the right opportunity presents itself.

Attend Networking Events

Attending networking events, such as real estate conferences and seminars, can also be a valuable way to market off-market real estate. These events allow you to connect with other industry professionals and potential buyers or tenants.

You can also consider hosting your networking event specifically geared towards off-market properties. This can be a great opportunity to showcase the property, network with other professionals, and potentially find interested parties.

Utilize Virtual Tours

With the rise of technology, virtual tours have become a popular way to market real estate. This is especially useful for off-market properties that may not be easily accessible for in-person showings.

You can create and share a virtual property tour on your website, social media, and other platforms. This allows potential buyers or tenants to get a realistic view of the property without physically being there.

Partner with Local Businesses

Partnering with local businesses can be another effective way to market off-market real estate. If you have an off-market property located near a popular restaurant or retail store, you can collaborate with the business to promote it.

You can also offer incentives for business customers interested in purchasing or renting the property. This partnership helps market the property and strengthens ties within the local community.

Off-Market Listing Platforms

Online platforms specifically designed for marketing off-market properties, such as PocketList and PropertyPreviews, allow you to list and promote your off-market property to a targeted audience of potential buyers or tenants. However, before listing your property, it's important to do your research and carefully consider the rules and fees associated with these platforms.

Hire a Professional Marketing Team

If you have the budget, hiring a professional marketing team can be a great investment in promoting off-market real estate. These experts have the specialized knowledge and resources to effectively market properties and reach a wide audience.

They can help create high-quality materials such as brochures, flyers, and online advertisements. They also utilize advanced techniques like search engine optimization (SEO) to increase the property's online visibility.

Final Thoughts
Marketing off-market real estate requires a strategic approach and utilizing a variety of techniques. You can effectively promote off-market properties and find the perfect buyer or tenant by leveraging your network, social media, direct mail, networking events, virtual tours, local partnerships, and professional marketing services. With these advanced techniques, you can tap into the hidden market of off-market real estate and discover profitable opportunities.