What does 'coming soon' mean on real estate listings?

In a fast-paced housing market, timing is everything. If you’ve been browsing home search sites lately, you’ve likely come across properties marked with a "coming soon" status. This common label serves as a pre-market teaser indicating that a property will be officially available for purchase and open for showings in the near future.

However, it’s crucial to understand that these "coming soon" real estate rules vary significantly by local Multiple Listing Service (MLS), brokerage policy, and applicable state law. According to guidelines established by the National Association of REALTORS® (NAR), there is no single, one-size-fits-all national regulation for these listings. Because individual housing markets have unique needs, national guidelines like the Multiple Listing Options for Sellers policy grant each regional network the absolute freedom to determine pre-marketing frameworks.

Furthermore, as emphasized in recent coverage of industry shifts, NAR explicitly reaffirms MLS discretion when it comes to setting local time limits, status rules, and physical property showing restrictions, making local compliance nonnegotiable for real estate professionals.

Key takeaways:

• “Coming soon” listings act as a public pre-marketing tool on the MLS to build anticipation before a property officially goes active for regular showings.
• Regulations, maximum time frames, and showing allowances for these listings are entirely decided at the local level rather than by a universal national standard.
• Both buyers and sellers face an elevated risk of dual agency with pre-market properties, making trusted, independent agent representation essential.

Why are ‘coming soon’ listings used?

“Coming soon” listings are used to give a head start, so to speak, for home sellers and their real estate agent to prepare the home for sale. The house listing will be on the MLS, or multiple listing service, a database that shares information on properties.

A “coming soon” property isn’t officially on the market but is intended to let the public know it will be available for sale within a specified number of days. Buyers won’t be able to view the home, nor can sellers advertise the property until the home is officially listed for sale.

‘Coming soon’ vs. pocket listings

At first glance, a “coming soon” listing might seem similar to a pocket listing, which is an off-market listing designed to target a select, smaller group of potential buyers. Pocket listings are shown only through the seller’s private network.

In contrast, “coming soon” listings can be found on a multiple listing service at some point in the sale process. The main difference between the two is where the properties will eventually be listed for sale.

With a “coming soon” listing, the home will eventually go on the MLS, which all eligible real estate agents and those with access to the database will be able to see. For example, prospective homebuyers will be able to see them through online real estate marketplace platforms.

A pocket listing won’t be listed on the MLS because the seller hasn’t authorized it. Instead, these are types of listings where a real estate agent helping the seller will sell the property by using alternative online platforms or their networks.

Buyers and ‘coming soon’ listings

As a home buyer, you may be able to use “coming soon” listings to your advantage. But there may also be downsides, especially if you really like the home. Let’s take a look at the pros and cons of these types of listings.

Pros

• Less competition: Since the home isn’t officially listed for sale yet, “coming soon” listings may have limited reach, or some buyers may overlook them. As such, there is less competition, which gives you an opportunity to make an offer before others as soon as the home is for sale and avoid a bidding war.
• More time to craft an offer: Before the home is officially listed for sale, you’ll have time to prepare documentation needed and put together a competitive purchase offer.

Cons

• Increased risk of dual agency: A dual agency is when a real estate agent represents both the buyer and seller. A “coming soon” listing could increase the possibility of dual agency, since the real estate agent may be able to tell their buyer about the property before it hits the market. Dual agency can put you at risk since the agent can’t in good faith act in the best interest of you and the seller.
• Higher pressure to make an offer: You can’t really tell if other buyers are also interested in the “coming soon” home. Since these listings could attract more serious buyers or interest in general due to a seller’s market, you could feel like you have to make an offer right away.
• Limited access to information: Because the listing is not yet fully active on the market, buyers may face limited access to crucial property details – such as complete disclosure packets, comprehensive interior photographs, or preliminary inspection reports – before it officially goes live.

Tips for buying a ‘coming soon’ home

If you believe that looking at “coming soon” real estate listings will help you find your next home, consider these best practices.

Hire a buyer’s agent

A buyer’s agent represents you and acts in your best interest. This professional can help you navigate the homebuying process, including when the “coming soon” listing will officially be on the market.

Prepare your finances

Make a good offer

Making a purchase offer involves letting the seller know how much you’re willing to pay for the home and any contingencies you want met. For example, a home inspection contingency is where the seller agrees to a home inspection, and you can, within reason, ask for necessary repairs.

A good offer is one that is fair to both the seller and buyer. Your agent will be able to guide you through what a good offer looks like. Additionally, working with your agent on a precise timing strategy to submit a strong, clean offer the moment the listing transitions to active can help you edge out competitors who are still trying to schedule their first walkthroughs.

Seller’s guide to ‘coming soon’ listings

Although you’ll receive advice from your real estate agent, taking the time to consider the pros and cons of selling a “coming soon” home will help you determine if it’s the right option for you.

Pros

Cons

• Less exposure: Until the home is publicly listed on the MLS as actively for sale, your listing may only be visible to a limited audience.
• Potential for dual agency: A dual agency is when a real estate agent represents both the buyer and seller. A “coming soon” listing could increase the possibility of dual agency, since your real estate agent may tell their own buyers about the property before it hits the open market. This can put you at a disadvantage since the agent cannot in good faith act solely in your best interest while also representing the buyer.
• Can’t actively market the home: Your real estate agent is unable to market or advertise your home for sale with a “coming soon” listing.

Tips for selling a ‘coming soon’ home

Some best practices for preparing a “coming soon” real estate listing include hiring professional help, being clear on what you’re allowed to do, and refining your plans as necessary.

Hire a real estate agent you can trust

A real estate agent is meant to guide you through each step of the home selling process and represent you as the seller. Hiring one you trust means you can be sure they’ll adhere to real estate code of ethics and follow local rules on a “coming soon” listing. Choosing the right professional ensures your property is marketed with complete transparency and in strict compliance with MLS rules and ethical standards, protecting you from potential fines or listing violations.

Understand local guidelines

States and regions have differing rules and regulations when it comes to “coming soon” listings. Because timelines and restrictions vary significantly by individual Multiple Listing Service (MLS), they must always be verified locally.

For example, while some local MLS frameworks stipulate that your listing needs to be transitioned to “active” status within 14 to 21 days, others cap the pre-marketing window much shorter. Some networks also strictly forbid the real estate agent from publicly advertising or marketing the property until it’s officially logged into the MLS.

Be sure to discuss what your specific local guidelines are with your agent to ensure you remain fully compliant.

Assess feedback from potential buyers

Your real estate agent may start getting questions about your home. If so, ask them what the feedback is, and take these into consideration if there are enough of them. For example, if a few buyers talk about how nice the landscaping is, you could edit your listing to highlight outdoor areas. Or, if some mention that the bedrooms look too dark, you have time to stage those rooms again to allow more natural light into the home.

FAQ

Find direct answers to the most common questions about how "coming soon" properties impact your home search or sale.

Where can I find ‘coming soon’ real estate listings?

You can find "coming soon" listings directly through the local Multiple Listing Service (MLS), or by browsing online real estate marketplace platforms that pull data from the MLS. Working with a real estate agent is another highly effective method, as they can tap into their professional network to find upcoming properties. Finally, you can also spot them using offline methods, such as driving around the specific neighborhood you want to live in to look for physical signs.

Can I make an offer on a new ‘coming soon’ listing?

Yes, it’s possible to make an offer on a home that’s listed as “coming soon.” However, the exact timing strategy of when you can submit an offer and when it can be accepted depends entirely on the seller's personal preference and local MLS rules. You need to be prepared that the seller may not respond right away, as some sellers choose not to look at any offers until the home officially hits the active market.

Why do real estate agents use ‘coming soon’ listings?

Real estate agents use “coming soon” listings to show that a property will be on the market in the coming days or weeks. It could help to generate additional interest and give the seller time to make any additional preparations.

Can you tour a house that says ‘coming soon’?

Generally, you cannot immediately tour a house listed as "coming soon," but showing rules vary significantly by MLS guidelines and specific brokerage policies. While some regions strictly prohibit anyone from entering the property until it is officially active on the market, others may allow for limited exceptions or preview windows.

The bottom line: A ‘coming soon’ listing isn’t right for everyone

Looking at or listing a home as “coming soon” offers some benefits like giving you time to make an offer or receiving feedback if you’re the seller. However, this strategy isn’t right for everyone, as it could risk dual agency or leading to less exposure to a property listing. Whether you’re buying or selling a home, take the time to work with a trusted real agent, like ones through Rocket Mortgage, to guide you through the process. Getting preapproved for a mortgage will help buyers get an offer accepted and go through the closing process faster.

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