The off-market trend Is making a strong comeback in Luxembourg

As a result, many properties – especially high-end ones – were listed on every platform available in Luxembourg and even on international websites targeting foreign buyers. At first glance, such massive exposure seems beneficial, ensuring broad visibility across markets. However, there’s another side to the coin: once published, these listings often remain online indefinitely, making them difficult to control. The images circulate endlessly, and the properties lose their freshness and appeal.

Many of these properties remain unsold, despite repeated price drops. And yet, some of them were truly remarkable, even luxurious. Unfortunately, they were “burned” by overexposure, and their value diminished as time went on.

In a market that’s undergoing rebalancing, it becomes extremely difficult to determine the real value of a property. Many owners still refer to “pre-crisis” prices, which are systematically overestimated. Meanwhile, agencies have sometimes accepted those inflated prices in hopes of securing the mandate. Occasionally, this gamble paid off when a buyer fell in love with the property — but those cases were the exception, not the rule.

Today, avoiding mass exposure from the outset has become essential. A new trend is emerging: owners of exceptional properties now think twice before allowing an agency to publish their listing online. Increasingly, these properties first go through an off-market phase, which allows either for a discreet, targeted search for a buyer or for fine-tuning the price before public promotion.

A well-calibrated price attracts more qualified buyers and makes it possible to close a deal without risking a drop in perceived value.

This approach should become the norm for property owners who want to protect the value of their asset and achieve the best possible outcome from the sale.

At Secretimmo, we guarantee discretion and a hybrid strategic approach tailored to meet the expectations of the most demanding property owners.