If you’ve been house hunting online lately or are preparing to list your home, you might have come across the term “Coming Soon” next to a listing. But what does that really mean? Is it just a teaser, or is there more to it?
Whether you’re a seller trying to maximize exposure or a buyer hoping to get a jump on the competition, understanding what “Coming Soon” means—and how it plays into a larger pre-marketing strategy—can give you a real edge in today’s competitive real estate market.
Let’s break down what “Coming Soon” listings are, how they work, their pros and cons, and whether it’s a good idea for your specific situation.
What Does “Coming Soon” Mean in Real Estate?
“Coming Soon” is a pre-marketing status for a property that isn’t quite ready to go live on the market but will be soon. Think of it as a sneak peek for buyers and agents.
The listing might show up in the Multiple Listing Service (MLS), Zillow, Realtor.com, or other platforms—but it’s not yet available for showings. It’s the real estate version of “stay tuned.”
In technical terms, the National Association of Realtors (NAR) defines a “Coming Soon” listing as a property that will officially be for sale within a specified timeframe—usually within 21 days or less, depending on the MLS rules in your region.
Why Use a “Coming Soon” Strategy?
The idea behind “Coming Soon” listings is pre-marketing: creating buzz and interest before your home officially hits the market. It’s similar to how movie trailers get you excited about a film before opening weekend.
For sellers, it’s a way to drum up early interest, and for buyers, it offers a chance to get ahead of the crowd.
Here are some common reasons a seller might use a Coming Soon strategy:
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The home isn’t quite ready—repairs, staging, cleaning, or photography still need to be completed.
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The seller wants to build momentum and anticipation.
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The agent is lining up marketing campaigns to hit full force on launch day.
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The seller wants to test pricing or gather feedback before going fully active.
Professional Photographer
Pre-Marketing Strategies Behind “Coming Soon”
“Coming Soon” is just one part of a larger toolkit called pre-marketing. In today’s digital-first real estate landscape, creating maximum exposure before the home is even available for showings can be a game-changer.
Here are some elements that often work in tandem with a Coming Soon campaign:
1. Social Media Teasers
Agents and sellers might post sneak peeks on Facebook, Instagram, or TikTok. Think: a behind-the-scenes video of the home being staged, or a beautiful twilight photo with the caption “Coming Soon in Wilmington, NC!”
2. Email Marketing to Buyers & Agents
Many real estate agents have large databases of potential buyers and fellow agents. Sending out a “Coming Soon” alert can build anticipation and encourage early interest.
3. Professional Photography & Videography
Before the home goes fully live, high-quality visuals are created—so when it does launch, it comes out swinging. Some agents even produce cinematic videos or 3D walkthroughs during the Coming Soon phase.
4. Exclusive Pocket Listing Buzz
In some cases, the Coming Soon period gives the listing an “off-market” feel, making it seem exclusive and driving up demand—especially in a low-inventory market.
The Pros of Using a “Coming Soon” Listing
Now that we’ve covered what it is, let’s talk about why it might be a smart move for sellers.
✅ 1. Build Buzz and Demand
By creating anticipation, you give buyers a chance to mentally commit to your home before they even set foot inside. A well-marketed Coming Soon listing can generate pent-up demand, which may lead to multiple showings or even offers once the home goes active.
✅ 2. Buy Time to Prep
Listing your home as Coming Soon can buy you a few days (or even weeks, depending on local rules) to finish last-minute projects like landscaping, deep cleaning, or staging—all while letting the world know it’s about to hit the market.
✅ 3. Control the Narrative
You and your agent get time to craft the perfect listing—great photos, compelling descriptions, and targeted advertising—so that when you do go live, everything is ready for maximum impact.
✅ 4. Create Competition
By allowing buyers to see the listing before showings are allowed, you increase the chance of multiple buyers being ready to act once the first showing window opens. This can lead to faster offers and, in some cases, bidding wars.
Home Showing
The Cons (and Risks) of “Coming Soon” Listings
Of course, there’s no such thing as a one-size-fits-all strategy. Here are some potential downsides to be aware of before choosing the Coming Soon path.
❌ 1. Days on Market (DOM) Start Counting
This is one of the biggest misconceptions out there.
Many sellers assume that the DOM counter starts only when the home is fully Active. Not true. In most MLS systems, the clock starts ticking the moment your listing goes “Coming Soon.”
That means if your home sits as Coming Soon for 7 days, then Active for another 14 before getting an offer, your listing shows 21 Days on Market—which might raise red flags for buyers wondering why it hasn’t sold.
❌ 2. No Showings
Most MLSs prohibit showings while a home is in Coming Soon status. This limits your ability to receive offers during that period. If a buyer falls in love from photos, they usually have to wait to see it in person—which could delay the process or give them time to find something else.
❌ 3. Momentum Can Stall
If you stay in Coming Soon status for too long, the hype can fizzle out. Potential buyers who were initially excited might lose interest, or your home could blend into the background of new listings that are fully active.
❌ 4. Rules Vary by Region
Not all MLSs or brokerages allow Coming Soon listings, and the rules about what you can or can’t do (like marketing or advertising timelines) can differ significantly. Make sure your real estate agent understands the local policies inside and out.
Is “Coming Soon” Right for You?
Like most things in real estate, the answer is: it depends.
Here are a few scenarios where Coming Soon could be a smart move:
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You need a few extra days to finish staging or repairs but want to get the word out early.
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You’re in a competitive market and want to create anticipation.
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You want your agent to coordinate a “grand opening” style launch for maximum impact.
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You’re comfortable with DOM starting during this phase and confident your home will generate attention quickly.
On the flip side, you might want to skip the Coming Soon status if:
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Your home is completely ready to list and you don’t want to lose momentum.
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You’re in a slower market where extended DOM could hurt your negotiating power.
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You need to sell quickly and don’t want to delay showings.
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Your agent advises against it due to local MLS restrictions.
Expert Tip: Use It Strategically
If you decide to go the Coming Soon route, work with your real estate agent to build a timeline and game plan. Treat it as the launch phase of a product—because that’s essentially what your home is when it goes on the market.
Have your:
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Photography and marketing materials ready
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Online advertising campaigns lined up
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Social media buzz building
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Staging and curb appeal finalized
Then, when the home officially becomes Active, you can hit the ground running with buyers ready to pounce.
Final Thoughts
In today’s fast-paced, tech-savvy real estate market, “Coming Soon” listings have become a popular way to generate buzz, create demand, and set the stage for a strong debut. But like any strategy, it comes with trade-offs—especially the often-overlooked detail that Days on Market start ticking the moment your home enters the Coming Soon status.
For some sellers, that won’t matter—especially if the home is likely to sell quickly. But for others, especially those in slower markets, it’s a factor to weigh carefully.
The best approach? Talk with your real estate agent about your home’s unique situation, your goals, and your timeline. With a well-planned strategy, the Coming Soon status could give you the kind of head start that gets you one step closer to that “Sold” sign in the yard.
Need help figuring out whether “Coming Soon” is right for your home in the Wilmington area? Our team at The Cameron Team knows the local market inside and out—from Leland to Wrightsville Beach, and everywhere in between. We’ll work with you to build a marketing strategy that gets results.
Let’s chat! You can reach us anytime through TheCameronTeam.net or give us a call—we’re happy to help.
