Marketing technology company Luxury Presence is advancing its effort to further shield top-tier listings from the prying eyes of the open market at the discretion of their privacy-minded owners, Inman has learned.
The new product is called Private Listings Hub, and it comes to market two months after the release of Brokerage Listing Networks, a product for creating internal listing networks for brokerages.
A statement sent first to Inman described the offering as “a secure, invite-only tool designed to help agents market off-market and pre-market listings with complete control.”
Private Listings Hub gives each agent the option to broadcast a listing within the confines of their brokerage, directly to a single agent or select group or to all agents who are part of the platform, spanning a nationwide network of more than 60,000 customers of Luxury Presence. In essence, Luxury Presence has built an invite-only, luxury listing MLS.
The company said in the release that its software emulates the most recent changes on Clear Cooperation, which give sellers an MLS-determined period of off-market promotion or, as defined by NAR, “delayed marketing exempt listings.”
“The new policy does not change an MLS’s local mandatory submission deadlines or CCP and its requirement to file a listing with the MLS within one (1) business day from public marketing,” NAR announced on March 25.
In a statement on his latest marketing innovation, Luxury Presence CEO Malte Kramer praised the MLS’s fundamental purpose.
“The MLS is a great tool, and for most sellers, listing publicly is the best way to get maximum exposure and top dollar,” Kramer said. “But some sellers care more about privacy or want to test the waters before going public. Private Listings Hub gives agents a flexible way to market off-market and pre-market properties. It also gives them the control they need to follow the new NAR guidelines while still catering to each seller’s unique needs.”
The solution allows for granular control over who sees a property for sale, leaving discretion to the seller and their listing agent’s agreed-upon plan for the home’s positioning. Agents can also input search criteria into the Private Listing Hub for buyers pursuing such properties, “creating a two-sided matchmaking system built for precision and trust,” the release said.
Luxury Presence stated that the agent network that will fill the Private Listing Hub numbers 60,000 within 14,000 real estate businesses with an annual sales volume of $300 billion. Consumers can see listings in a tailored web experience that will offer viewer behavior tracking. The entire system is fast to learn and integrated with any existing Luxury Presence product.
The product will roll out to existing customers throughout April and then become available to select agents not working with Luxury Presence whose level of business overlaps with the product’s intent.
