Justin R. Harris, host of Sell Smart: The Luxury Seller’s Playbook, outlines two primary strategies for selling high-end properties: off-market and on-market. An off-market approach emphasizes privacy, exclusivity, and control, allowing sellers to gauge interest without public listing and maintain negotiation power. Conversely, an on-market strategy prioritizes maximum exposure and buyer urgency through public platforms like MLS, ideal for comp-driven sales with a broad appeal. Harris ultimately advocates for a hybrid launch, combining an initial private marketing phase with a strategic public launch to leverage pre-existing demand, demonstrating that the choice between strategies depends on a seller's individual needs regarding privacy, price, speed, and control.