In Jamaica’s real estate market, both government and corporate entities often use a discreet sales approach known as “soft selling.” This method emphasizes relationship-building over aggressive marketing, especially when properties cannot be directly listed on the Multiple Listing Service (MLS) or public websites. Many off-market sales require real estate agents to have extensive networks since these properties are not advertised in newspapers, real estate websites, or public forums. As a result, agents must use strategic, creative, and highly personalized approaches to connect buyers with exclusive opportunities.
