When it comes to selling property in inner-city Melbourne, auctions are often seen as the default strategy. They are fast-paced, highly visible, and can work well in certain markets. But they are not for everyone.

At Holly and Williams, we specialise in private sales. Increasingly, we are seeing both buyers and sellers gravitate towards this method for its flexibility, transparency, and ability to deliver outstanding results without the public spectacle.

What is a Private Sale?

A private sale, also known as a sale by private treaty, is a method where a property is listed with a price or price guide. Buyers can make offers through the agent at any point during the campaign. There is no auction date, no bidding crowd, and no pressure to sell on the spot. Offers are negotiated privately, allowing all parties to work through the process at a pace that suits them.

Why It’s Gaining Popularity

It attracts more buyers:  Many buyers are hesitant about auctions. Some find them misleading, stressful or overwhelming, particularly first-home buyers, families with children, and anyone purchasing with strict finance conditions or limits. A private sale gives these buyers more time to assess the property, seek advice, and put forward a well-considered offer. As a result, your property can attract greater interest from a wider buyer pool.

It gives sellers more control: Selling via private treaty allows for more flexibility. You can accept a strong offer early in the campaign, negotiate terms that suit your timeline, or extend the listing if needed. You are not bound by a single date or forced to make a decision under public pressure.

It creates a more comfortable environment: Without the theatrics of an auction, the sales process becomes more personal and calm. Buyers can inspect privately, agents have time to build meaningful conversations, and decisions can be made thoughtfully, not in a matter of seconds.

Private Sale Can Still Be Competitive

There is a misconception that private sales lack urgency or competitive tension. In reality, they often produce stronger outcomes, precisely because buyers have limited visibility over who else is interested and what others are offering.

We encourage private inspections. Each conversation is tailored. And when buyers are qualified and know the property is available for sale right now, the fear of missing out becomes real.

Our Approach

We do not take on dozens of listings at once or rely on a cookie-cutter process. At Holly and Williams, we focus on a smaller number of clients, delivering private campaigns that are carefully curated, highly responsive, and designed to uncover the best buyer at the best price.

Through one-on-one inspections, clear communication and an understanding of what matters most to our vendors, we have achieved exceptional results across Prahran and the inner suburbs.

Thinking of Selling? 

If you would like to explore whether a private sale is right for your property, we welcome a confidential discussion about your goals. There is no pressure and no obligation, just honest advice and a plan tailored to you.