If you’re thinking about selling your home, you may assume there’s only one path: put it on the MLS, schedule showings, and wait for offers.

Today’s market offers much more flexibility.

Some sellers want maximum exposure and the highest possible sale price. Others value privacy. Some want to test the market before fully committing, while others are simply curious whether the right buyer might already be out there.

At The Goodhart Group, we believe the best marketing strategy is the one that aligns with your goals. That’s why we create customized selling plans for every client, combining traditional marketing, pre-market exposure, private networking, and Compass-exclusive programs as appropriate.

The right strategy depends on your home, your timeline, your privacy preferences, and current market conditions.

In fact, many of our most successful listings utilize multiple strategies before a home is ultimately sold.

To help simplify the options, here’s a quick overview:

*Under current Bright MLS rules, homes in MLS Coming Soon status cannot be shown until they become Active.

Below are the primary ways we help sellers navigate today’s market, starting with the most private and flexible options and ending with the broadest public exposure.

Option 1: Compass Make Me Sell

Best for: Homeowners who are curious but not ready to actively market their home.

Sometimes the right move is not listing at all.

Compass Make Me Sell allows homeowners to identify a price that would motivate them to move without formally putting their home on the market—or even signing a listing agreement.

No public listing is created, and no active marketing occurs.

Instead, Compass can identify whether buyers are currently searching for a home similar to yours. If interest exists, you decide whether you’d like to continue the conversation.

It’s a low-commitment way to explore your options while maintaining complete privacy and control.

Curious about this program? Learn more by reading: Compass Make Me Sell

Option 2: Private Networking

Best for: Sellers seeking privacy, flexibility, or an initial test of market interest.

Long before online real estate portals existed, agents sold homes through relationships and professional networks. In many situations, that approach still works remarkably well. We sell many homes this way for both our buyers and our sellers, and our local ties and connections remain one of our team’s greatest strengths.

Private networking allows us to quietly introduce your home to qualified buyers through our relationships with local agents, past clients, relocation contacts, and active buyers currently searching in the market.

Because the property is not publicly advertised, sellers maintain a high level of privacy while still exploring potential interest.

It’s also an effective strategy for sellers who value privacy or want to create demand gradually before a broader market launch.

Do you have more questions about selling your home? Check out these posts next:

• How Early Should You Start Preparing Your Home For Sale
• How Much Should I Sell My House For?
• Staging Your Home For Sale Vs. Decorating

Option 3: Compass Private Exclusive

Best for: Sellers who want broader off-market exposure while maintaining privacy.

Think of Compass Private Exclusive as a middle ground between private networking and a public launch.

It allows us to market your home exclusively within the Compass network of agents and buyers before it is publicly available.

This approach provides more exposure than traditional private networking while still keeping your property off public real estate websites.

Benefits may include:

• Maintaining privacy
• Testing pricing and market reaction
• Gathering valuable buyer feedback
• Creating early interest before a public launch
• Connecting with motivated buyers already working with Compass agents

Recent industry changes have created new considerations around off-market marketing and how listings appear across various real estate websites. As of this writing, Zillow’s policy may prevent homes marketed through Compass Private Exclusives from appearing on Zillow once they are publicly listed. Because industry policies continue to evolve, it’s important to work with an experienced real estate team that stays current on the latest rules and can help determine whether a Private Exclusive strategy aligns with your goals.

Keep reading to learn more about the difference between Compass Make Me Sell and Compass Private Exclusive.

Option 4: Compass Coming Soon (with Reach to Redfin)

Best for: Sellers preparing for a future MLS launch who want to build momentum beforehand, or sellers who want more exposure without immediately entering the MLS.

One of the reasons we love Compass Coming Soon is that it allows us to begin marketing—and showing—your property before it officially enters the MLS.

Unlike traditional MLS Coming Soon programs, Compass Coming Soon provides additional flexibility while allowing buyers to discover and tour your home before its official launch.

Your listing can appear on Compass.com and receive exposure through Compass marketing channels. Compass Coming Soon listings also receive featured placement on Redfin, creating additional visibility during the pre-market phase.

Benefits include:

• Building anticipation before launch
• Gathering early buyer feedback
• Allowing time for staging, painting, repairs, and preparation
• Generating interest before the first official day on market
• Creating a stronger launch when the property ultimately goes live
• Showings are permitted during the Compass Coming Soon period

For many sellers, Compass Coming Soon has become one of the most effective ways to build momentum before entering the MLS—or as a way to reach a wider audience while maintaining the flexibility to stay off the MLS entirely.

Unlike MLS Coming Soon, sellers can show the property to buyers during this phase. Sellers also maintain flexibility: if the right buyer emerges, there is no requirement that the property eventually be listed on the MLS.

As of this writing, Compass Coming Soon remains compatible with Zillow’s current listing policy.

Option 5: MLS Coming Soon

Best for: Sellers who want public visibility before their listing becomes active on the MLS.

Bright MLS offers a Coming Soon status that allows a property to be displayed publicly before it officially becomes active.

This can help build awareness and anticipation before launch.

Once entered into Bright MLS as Coming Soon, the property is distributed to many of the same websites where buyers search for homes. However, there are important differences between MLS Coming Soon and Compass Coming Soon.

Under current Bright MLS rules, homes in Coming Soon status cannot be shown to buyers. Sellers who wish to conduct showings before launch may prefer Compass Coming Soon.

Another important distinction is timing. When a property is entered into Bright MLS Coming Soon, the seller establishes a date when the listing will automatically become Active in the MLS. Compass Coming Soon offers more flexibility and does not require a future MLS launch date—or that you ever enter the MLS at all.

Benefits include:

• Exposure on major real estate websites before going active
• Building anticipation before launch
• Additional time to prepare for market
• Visibility to buyers already searching online

For sellers who are committed to an MLS launch but want to generate interest beforehand, MLS Coming Soon can be a valuable tool.

Planning a home sale? Download our Seller’s Guide today for a complete look at all the steps involved.

Option 6: MLS Launch

Best for: Sellers seeking maximum exposure to the largest possible buyer pool.

The Multiple Listing Service (MLS) remains the platform with the broadest exposure available to sellers.

Once listed on the MLS, your home becomes visible across major real estate websites and reaches the largest audience of buyers.

For many homes throughout the Washington, DC metro area, MLS exposure remains a critical component of maximizing demand and achieving the strongest possible result.

For some sellers, launching directly on the MLS remains the best strategy. This approach provides immediate exposure to the largest possible audience and is often the fastest path to generating showings and offers.

Every seller’s journey is unique. If you’re selling your home with specific needs, here are a few posts you might find helpful:

• How The Goodhart Group Helps Military Families Sell Their Home
• How Much Does Downsizing Your Home Cost?
• How to Sell Your Parents’ Home

The Most Effective Strategy Often Combines Multiple Approaches

One of the biggest misconceptions in today’s market is that sellers must choose a single path.

In reality, many of our most successful listings utilize multiple strategies. In fact, many of our listings use two, three, or even four of these approaches before a home is ultimately sold.

For example, a seller may begin with private networking to gauge interest. If the right buyer doesn’t emerge, we may transition to Compass Coming Soon to build broader awareness and momentum. From there, we can move to MLS Coming Soon and eventually launch on the MLS with a property that has already generated excitement among buyers.

Other sellers may move directly to the MLS, while some may remain entirely off-market.

The advantage isn’t choosing one strategy over another. It’s having the flexibility to create a plan tailored specifically to your goals.

How Sellers Commonly Combine These Strategies

There is no single “right” way to sell a home. Some of the strategies we commonly recommend include:

Maximum Privacy
Compass Make Me Sell → Private Networking → Compass Private Exclusive → MLS (if needed)

Private Sale Strategy
Private Networking → Compass Private Exclusive

Pre-Market Momentum Strategy
Compass Coming Soon → MLS Coming Soon → MLS Launch

Traditional MLS Approach
MLS Coming Soon → MLS Launch

Layered Marketing Strategy
Private Networking → Compass Coming Soon → MLS Coming Soon (optional) → MLS Launch

Testing the Waters
Compass Make Me Sell → Private Networking → Compass Coming Soon

Direct to Market
MLS Launch

Every seller’s situation is unique, which is why we customize our approach based on your goals, timeline, property, and current market conditions.

Learn more about what it’s really like to work with us. Read: Why Choose The Goodhart Group to Sell their Home in the DMV Metro Area.

A Note About Zillow and Industry Changes

If you’ve been following real estate news, you’ve probably seen headlines about Zillow’s new listing policies.

As of this writing, Zillow’s current policy may affect whether certain off-market listings, particularly Compass Private Exclusives, appear on Zillow after they are publicly launched.

The good news is that sellers still have plenty of options.

Depending on your goals, we may recommend private networking, Compass Coming Soon, MLS Coming Soon, social media marketing, email campaigns, signage, or a traditional MLS launch. The best strategy depends on your specific situation and the current rules in place at the time you sell.

Because industry policies continue to evolve, it’s important to work with a real estate team that stays informed and adapts accordingly.

Frequently Asked Questions About Selling Your Home

Can I sell my home without listing it on the MLS?

Yes. Sellers have several options that don’t require an MLS listing, including Private Networking, Compass Private Exclusive, Compass Coming Soon, and Compass Make Me Sell. In some cases, a home may sell before ever reaching the MLS.

What is the difference between Compass Coming Soon and MLS Coming Soon?

The biggest difference is showings.

Under current Bright MLS rules, homes in MLS Coming Soon status cannot be shown to buyers. With Compass Coming Soon, buyers can tour the property before it officially enters the MLS.

Compass Coming Soon also offers more flexibility. Sellers are not required to commit to a future MLS launch date and may choose to accept an offer before ever going on the MLS.

Can I use Compass Coming Soon and MLS Coming Soon together?

Yes.

Many sellers begin with Compass Coming Soon to generate early interest and allow showings. They may then transition to MLS Coming Soon before officially launching as Active in Bright MLS.

This layered approach can help build momentum while maximizing exposure at each stage of the marketing process.

Will Zillow show my listing?

That depends on how the property is marketed.

As of this writing, Zillow’s policies may affect how certain off-market listings—particularly Compass Private Exclusives—appear on Zillow once they are publicly listed.

Because these policies continue to evolve, we recommend discussing the latest guidelines with your real estate agent when developing your marketing strategy.

Does every home need to be on Zillow?

Not necessarily.

While Zillow remains one of the largest home search websites, it is only one piece of a broader marketing strategy. Depending on your goals, there may be situations where private marketing, Compass programs, agent-to-agent networking, or MLS exposure are more important than Zillow visibility.

The right approach depends on your specific circumstances and priorities.

Can I market my home on social media before it goes on the MLS?

In many cases, yes.

Depending on the strategy selected, sellers may be able to utilize social media, email marketing, agent-to-agent networking, signage, brokerage marketing, and other promotional tools before a home is listed on the MLS.

The appropriate approach depends on current MLS rules, portal policies, and your overall goals as a seller.

Which strategy typically gets the highest sale price?

There isn’t a one-size-fits-all answer.

Some homes benefit from maximum exposure through the MLS. Others generate strong results by creating demand through pre-market marketing before launching publicly.

The best strategy depends on your property, your timeline, buyer demand, market conditions, and your goals as a seller.

How do I know which approach is right for me?

That’s where a customized strategy becomes important.

Every seller’s situation is different. Some prioritize privacy. Others prioritize convenience, speed, or maximizing price. Our role is to help you understand the options and recommend the approach that best aligns with your goals.

Do you have more questions? Read our FAQ About Working with The Goodhart Group.

The Bottom Line

There is no one-size-fits-all approach to selling a home.

Some sellers prioritize privacy. Others want maximum exposure. Some want to test the market before committing, while others are ready to move immediately.

Our job is to help you understand the available options and build a customized strategy that achieves the best possible outcome for your situation.

Whether that means private networking, Compass Private Exclusive, Compass Coming Soon, MLS Coming Soon, a traditional MLS launch, or a combination of multiple approaches, we’ll help you determine the path that makes the most sense for you.

Because in today’s market, flexibility isn’t just an advantage, it’s one of the most valuable tools a seller has.

If you’re thinking about a home sale in the near future, let us help you craft a successful custom listing strategy. Simply fill out the form on this page, or call/email us directly.

Sue Goodhart | sue@thegoodhartgroup.com 

Allison Goodhart DuShuttle | allison@thegoodhartgroup.com 

Phone: 703-362-3221

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