The Hidden Property Market: Why You’re Missing Out on 1 in 5 Homes
- Lenny Briffa
- Apr 22
- 3 min read
If you’re fatigued by the property search, constantly getting outbid, and starting to believe you have to pay "overs" just to secure a home - don't give up hope. There are other strategies available.
At a recent Sydney real estate conference, I saw exactly how top-tier selling agents manage their vendors behind closed doors. They always come armed with two strategies: Plan A and Plan B.
Whether you’re a first-home buyer breaking in, an investor building a portfolio, or a homeowner refinancing to expand, it helps to understand this playbook to know exactly what options you have available.
Plan A: The Full-Scale Marketing Blitz
This is the standard campaign, where owners vacate the property, perform a cosmetic facelift, professional styling, glossy photos, and a massive advertising blitz on realestate.com.au and Domain, culminating in a 4-to-6 week auction campaign.
It works, but it’s expensive and can be invasive. Sellers routinely drop $6,000 to $10,000+ on marketing before the signboard even goes up.
Plan B: The Private Database Strategy
If a seller balks at those upfront costs, the agent pivots to Plan B: the off-market sale. The agent quietly shops the property exclusively to their private database. For the seller, there are zero marketing costs and nothing to lose.
What Does This Mean For You?
If you are strictly limiting your search to advertised listings, you could be missing out on your dream property. Industry data indicates that roughly 20% of properties are now sold off-market. That means 1 in 5 homes are trading hands invisibly while you’re stuck refreshing the same public websites.
Your Game Plan
If you are struggling to find the right property, you do not need to settle or overpay. To stop missing out, you have two real options:
Option 1: Hustle the Agents
You can call local selling agents and get on their databases.
The Upside: You may be able to find your dream property before it gets advertised.
The Cost: You'll need to be careful and not let slip your maximum budget. Because once real estate agents know your ceiling, they’ll show you properties, which unsurprisingly will be priced just above that limit to stretch you. Make no mistake: selling agents work for the vendor. Their goal is to obtain maximum price to secure maximum commission.
If contacting lots of agents and having them show you lots of properties doesn’t appeal to you, you may wish to consider option 2.
Option 2: Hire a Buyer's Agent
Level the playing field by hiring a professional who works exclusively for you.
The Upside: They bring fierce negotiation skills, strip the emotion out of buying, and most importantly, they have the VIP industry access to unlock that hidden 20% of off-market stock.
The Cost: Expect an engagement fee (usually $1,000 to $2,000) followed by a success fee of 1.5%–2.5% of the purchase price. Yes, it’s an upfront cost, but their ability to negotiate hard and access hidden gems can be a game changer—often saving you from paying "overs" at auction out of sheer frustration.
Need help deciding on the best option or an introduction to a Buyer’s Agent?
In my experience, while a buyer’s agent won’t be suitable for all aspiring property buyers, the right buyer's agents can be incredibly effective at cutting through the noise to secure the right asset.
If you need a trusted recommendation to help you navigate the market and find a better strategy, let me know.
Disclaimer: The information provided in this article is intended as general educational information only. As a mortgage broker, I provide specific credit advice tailored to your borrowing needs. However, any information regarding the tax implications of your property purchase or investment structures should be discussed independently with a registered tax agent or financial advisor.
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