Some of the most remarkable home sales in San Francisco this year never showed up on Zillow, Redfin, or any public listing site. No open houses, no glossy launch, no public price history. A seller and a buyer simply found each other, quietly, and closed. The San Francisco Lurie team has led the city in these private sales throughout 2026, and the reasons sellers choose this path might surprise you.
In this post, I'll take you inside how off-market sales actually come together, who they work best for, and how we protect our clients' price while keeping their sale out of the public eye.
Why So Many Top Sales Happen Quietly
The numbers at the top of the market tell a striking story. In March 2026, 23 San Francisco homes sold for $5 million or more, nearly double the 12 that sold a year earlier. A remarkable number of those homes traded without a public listing.
Sellers choose this route for several reasons. Privacy sits at the top of the list. Many owners at this level don't want their address, floor plans, and interior photos circulating online for months. Others want control over timing, so they can sell on their own schedule without strangers walking through their home every weekend.
A private sale also lets a seller test the market without leaving a public record. If a home goes live, sits, and takes a price cut, that history follows it forever. Buyers see it, and they negotiate accordingly. A quiet launch avoids that risk entirely.
We've seen pre-market and off-market activity rise sharply in our core neighborhoods, especially Pacific Heights, Cow Hollow, and Noe Valley. In these areas, demand runs so far ahead of supply that a well-connected agent can often find the right buyer before a listing ever needs to go public.
What the Numbers Say
23 San Francisco homes sold for $5M or more in March 2026, compared to 12 a year earlier
$5M+ sales rose more than 220% year over year in February 2026, the highest February count on record
Single-family months of supply fell to just 0.8 in August 2026, a deep seller's market
Single-family inventory dropped to 159 homes citywide in August, down 33.19% year over year
I ranked #1 Agent Citywide for off-market sales of $5M+ in the first 100 days of 2026, at an average sale price of $9,150,000
Who a Private Sale Works Best For
An off-market sale isn't right for every home or every seller. But for certain situations, it offers real advantages.
High-profile owners often value discretion above everything else. Executives, founders, and public figures may not want their move to become news. A private sale keeps their business private.
Sellers who want to test a price also benefit. Perhaps you have a number in mind that feels ambitious. A quiet offering to a select group of qualified buyers lets you see whether that number holds, without the risk of a public price reduction if it doesn't.
Owners who simply value convenience find private sales appealing too. There's no need to keep a home show-ready for weeks or plan around a string of open houses.
That said, a full public launch sometimes serves a seller better. When a home appeals to a broad pool of buyers and competition could drive the price well beyond expectations, public exposure can pay off. My job is to tell you honestly which path fits your home and your goals. Our guide to off-market and pocket listings in San Francisco walks through both sides in more detail.
The Buyer Network Behind Every Private Sale
A private sale only works if the right buyer already exists. That's where relationships matter more than marketing.
Over more than 500 transactions, my team and I have built deep connections with buyers who are ready to act, including many from the technology and AI sectors now driving so much of San Francisco's demand. Many of them have told us exactly what they want, down to the neighborhood, the view, and the number of bedrooms. When a home matching those wishes comes along, we can make an introduction within days.
We also work closely with other top agents across the city. Private inventory often moves through trusted agent networks, and our reputation for bringing serious, qualified buyers means other agents call us first. Our real estate matchmaking service formalizes this, pairing sellers and buyers before a listing ever goes live.
This matching process benefits both sides. Sellers meet buyers who already love what they're offering. Buyers get a look at homes no one else can see.
Protecting Price Without Public Exposure
The most common worry I hear from sellers is simple. If my home doesn't go public, will I leave money on the table?
It's a fair question, and the answer depends on execution. A private sale done poorly can underprice a home. A private sale done well creates genuine competition among a small, carefully chosen group of buyers.
We start with pricing grounded in real data, including recent private sales that never appear in public records. Few agents can see those numbers, and they often tell a more accurate story than public comparables at the top of the market. Then we present the home to buyers who've already shown they can move quickly. When two or three of them want the same property, the dynamics of a bidding war emerge naturally, just without the public spotlight.
The results show this approach works. Homes we represent sell at a 3.3x premium over the citywide average, and our off-market sales in early 2026 averaged $9,150,000. Before any home goes to market, privately or publicly, our concierge program can help with the preparation and upgrades that lift its value.
Playing by the Rules on Private Listings
Off-market sales operate within real estate rules, and sellers deserve to understand them. Multiple listing services and national real estate associations have updated their policies on private and delayed marketing in recent years. In general, an agent can offer a home privately within their network with the seller's informed, written consent. Once an agent starts marketing a home publicly, the rules typically require it to enter the MLS promptly.
These policies exist to balance a seller's right to privacy with fair access for buyers. A private sale means you give up some exposure in exchange for discretion and control. Understanding that trade-off helps you make the right call. I always walk clients through the current rules and disclosures before we move forward, so every decision is fully informed.
When Discretion Becomes a Strategy
A private sale isn't a shortcut. It's a strategy, and it works best when the right relationships, pricing knowledge, and buyer network sit behind it. The San Francisco Lurie approach gives sellers privacy and control without sacrificing results, and it gives buyers a rare look at homes the public never sees. If you've wondered whether a quiet sale makes sense for your home, the conversation costs nothing and could change how you think about your next move. For a broader look at preparing a high-end home for sale, read our guide on how to sell a luxury home in San Francisco.
Work With The Lurie Group
The Lurie Group, led by third-generation San Franciscan Alexander Fromm Lurie, ranks among the top 1% of agents citywide. With more than 500 transactions, over $1 billion in career sales, and a 3.3x sales premium over the citywide average, we lead the city in private, off-market sales at the top of the market. We help sellers decide between private and public launches, prepare homes through concierge services, and connect them with qualified buyers through a network built over years. Explore our off-market listings or visit our selling page to learn more.
Call us at (415) 696-0288 for a confidential conversation about selling your home privately.
Frequently Asked Questions
What is an off-market home sale in San Francisco?
An off-market sale happens privately, without a public listing on the MLS or major home search sites. The seller's agent introduces the home directly to qualified buyers through their own network.
Can selling off-market get me a higher price?
It can, when a skilled agent creates competition among a few qualified buyers. For some homes, a full public launch draws more bids, so the right choice depends on the property.
Are pocket listings allowed in California?
Private offerings are allowed within current MLS and association rules, which generally require the seller's written consent. Once a home goes into public marketing, it typically must enter the MLS promptly.
How does the San Francisco Lurie team find buyers for private listings?
We draw on relationships with buyers built over more than 500 transactions, plus trusted connections with other top agents. Many of our buyers have already told us exactly what they want.
Should I sell my home off-market or list it publicly?
It depends on your priorities. If privacy, timing, and control matter most, a private sale makes sense. If your home would draw broad competition, a public launch may bring a stronger result.
