What Counts as Off‑Market Versus Pre‑Market

There’s a side of the property market most Australians never see — where listings don’t make headlines, and deals happen behind closed doors.

In this episode, we step into that world of discretion and discovery with William Laing, Co-Founder and CEO of Quiet List, to explore how off-market sales are quietly reshaping the real estate landscape.

With nearly one in five Sydney homes now trading off-market, William reveals how private listings are redefining demand and changing how agents, buyers, and sellers connect. From price-testing vendors and privacy-driven sellers to the rise of buyer’s agents and agent-only platforms, this hidden layer of the market is rewriting the rules of access and advantage.

Together, we unpack what truly counts as an off-market listing, why so many sellers are choosing to go quiet, and what this shift means for transparency in Australian property. It’s a conversation that cuts through the hype to reveal the data, dynamics, and ethics shaping the industry’s most exclusive corner.

If you’ve ever wondered what happens before a listing goes live, or why some of the best opportunities never make it online, this episode gives you a rare glimpse into the quiet art of deal-making in today’s property market.

Episode Highlights

00:00 – Introduction

01:16 – Guest Introduction: William Lang of Quiet List

01:48 – Understanding Off-Market Listings

03:40 – Challenges in Off-Market Transactions

08:27 – Quiet List: The Business Model

08:40 – Appreciating the Role of Buyer's Agents

18:03 – Privacy and Transparency Issues of Off-Market Deals

26:18 – Real Estate Platforms

28:05 – Challenges and Changes in Agent Processes

28:45 – Advantages of Centralized Briefs

31:03 – Off-Market Deals and Relationships

32:23 – Platform Features and Future Directions

41:53 – Real Estate Market Dynamics and AI

42:33 – Property Dumbo

About the Guest

William Laing is the Co-Founder and CEO of Quiet List, Australia’s first agent-only property platform transforming how real estate professionals connect qualified demand with quiet supply.

With more than a decade in luxury residential real estate — including roles with Kay & Burton, Knight Frank, Savills, and The Agency — William built his career around discretion, trust, and deal-making. His experience handling high-end, off-market transactions inspired Quiet List: a platform that helps agents capture the 20% of property deals that happen behind closed doors.

Today, William is helping agents nationwide turn “quiet listings” into smarter, more transparent transactions — bringing structure, security, and speed to a part of the market that’s always operated in whispers.

Connect with William

• LinkedIn

Resources

• Visit our website: https://www.theelephantintheroom.com.au
• If you have any questions or would like to be featured on our show, contact us at:
• The Elephant in the Room Property Podcast - questions@theelephantintheroom.com.au
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• Work with Veronica: https://www.veronicamorgan.com.au
• Looking for a Mortgage Broker? alcove.com.au
• Work with Chris: chrisbates@alcove.com.au 

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See you on the inside,

Veronica & Chris