The Data Is Clear: Most SF Sellers Net More on the MLS

Over the past few years, there has been a growing movement of brokerages pushing private/off-market sales as a “faster, cleaner alternative” to going public on the MLS. In certain situations, that path can make sense, and we’ve successfully shepherded off-market sales when directed to by the client when privacy and timing truly called for it. But when we zoom out and look at the numbers, a clear pattern emerges: publicly listed homes tend to sell for more.

A recent SFAR + RealReports analysis of San Francisco County sales (2022–2024) found that homes listed on the MLS sold for about $302,000 more on average than off-MLS, and that advantage grew each year. The share of homes listed on the MLS also increased over the period, even amid industry shifts and the rise of private channels. In other words: when your goal is to maximize net proceeds in a transparent market, the data points in one direction. 

1) Sellers net more on the MLS

Independent analysis of 2022–2024 San Francisco sales found that homes listed on the MLS sold for about $302,000 (+18.6%) more on average than those sold off-MLS—and the advantage grew each year. Year-by-year mean price gaps: $211k (2022), $376k (2023), $394k (2024). Link to whitepaper.

2) Transparency protects your outcome

The study used RESO data standards to compare on-MLS vs. off-MLS apples-to-apples. Clean, standardized data supports accurate comps and smoother appraisals - reducing surprises for buyers and sellers. 

3) Off-market is for special cases. Use it intentionally

There are valid reasons to sell quietly (privacy, tenant or timing constraints). If that’s you, work with your realtor to map the tradeoffs and, when appropriate, use a short, purpose-built quiet period before an MLS launch to capture full-market competition. (Overall market share has tilted further toward on-MLS each year.)

Our stance is simple: we’ll help you choose the path that best serves your goals. If off-market is the right tool for your situation, we’ll say so, and structure it carefully. If your priority (and this is the category most people fall into) is top-of-market pricing with cleaner comps and appraisal support, we’ll outline a comprehensive marketing plan that includes listing on the MLS to pursue more offers, more competition, and higher sale prices.

Want a data-driven sale plan for your address? We’ll build one for you. Start by requesting a custom home valuation here.