Let’s talk coming soon listings…

I am sure many of you have seen “coming soon” signs in and around your neighborhoods. The idea of a coming soon listing certainly isn’t a new idea. In fact, our team started marketing listings as “coming soon” long before it was even a thing. It has always been part of our unique marketing plan. We have an entire strategic marketing plan designed around this. However what one agent views as coming soon may be entirely different from how another agent or company does. It’s important that the sellersare aware of how ‘coming soon’ may affect their sale so they can make an informed decision about how their home is marketed.So how exactly does a coming soon listing help a seller and a buyer? Well let’s dig a little deeper into that.

A listing marketed as “coming soon” is just that. It is to bring awareness to the buyers that this home will be on the market shortly, typically within 21 days. It builds curiosity, excitement, and a need to be the first to see the home before it hits the market. It can also drive up the price of the home as the demand builds. This can be a great tactic for a seller to list their home as “coming soon” as they are getting repairs done or staging the home to get it ready for showings. Technically speaking when a home is listed as coming soon it means that no one is allowed to show the home until it is listed as an active listing.

Some agents and companies will list a home as coming soon and not put it in the multiple listing service (MLS) but still allow showings. In order to do so they must have written permission from the seller that this is how they want their home marketed. It’s important for a seller to fully understand the pros and cons to marketing their home in this way. Remember this is different than a “coming soon” listing. Some companies and agents will refer to this as a “pocket listing”. I genuinely believe it does a disservice to many sellers who have not thought through the ramifications of doing soand here’s why.