At the time, the transaction set a new record for the highest-priced residential resale in Chicago-area history. A few months later, Radnay broke her own record with the $34.5 million sale of another Winnetka lakefront estate. The property sold completely off-market, without ever appearing in the PLN or on social media. Two significant sales, two different strategies. Of course, most sellers aren’t selling eight-figure estates, but the same principle applies: every seller has distinct priorities, and their marketing strategy should be tailored to their needs and preferences. That’s the idea behind Private to Prominent, @properties Christie’s International Real Estate’s approach to listing a home in stages, giving sellers more control over how and when it’s introduced to buyers. Private to Prominent starts with the agent’s network before moving into a “Coming Soon” phase that can include the PLN and visibility on sites like atproperties.com and Redfin.com. This allows sellers to test the market with serious buyers, build buzz and gather early pricing feedback while avoiding public reporting of metrics such as days on market and price history.
There are many reasons sellers choose this approach. Privacy can be a priority for those who aren’t comfortable having photos and details of their home available for anyone to see online. Timing can be another factor, particularly for those who are still getting ready to sell but don’t want to miss an opportunity to find a buyer before everything is picture-perfect. That was the case for a recent Kenilworth seller, whose home was undergoing renovations. Before the work was complete, listing agent Mary Grant shared the property with colleagues in @properties’ Winnetka office. One of those agents, Bonnie Tripton, knew it would be a good fit for her client, who made a strong offer with terms that aligned with the seller’s goals. The home sold for $3.85 million. In Glencoe, @properties agents Jody and Michael Dickstein marketed a home through the PLN last March. After receiving multiple offers, the property went under contract within five days and sold for $4.3 million — $300,000 over the asking price.
“Some sellers value starting privately because it gives them greater control over the process, allows us to test the market discreetly, and can create meaningful competition among highly qualified buyers without immediately exposing the property to the entire market,” Michael Dickstein says. There are also sellers who want their home in front of the widest possible audience right out of the gate. In those scenarios, a public launch and full MLS exposure may be the preferred route. Ultimately, the best home marketing strategy is the one that reflects what matters most to the seller and positions them for success.
ASPIRE ON THE SHORE // 17
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