Should I List My Property As a Coming Soon?

With new listings on the rise—Dallas County alone saw a 26.2% spike in January 2025—real estate professionals across Texas are looking for ways to stand out in a crowded market. One strategy gaining traction is the “Coming Soon” status, which allows a property to be marketed before it’s officially listed as active.

For sellers, this creates a valuable opportunity to build early momentum and attract potential buyers, even before the first showing. For buyers, it’s a sneak peek into what’s about to hit the market. But for agents and MLS participants, it introduces a gray area that can be tricky to navigate without the right guidance.

As interest grows in the use of Coming Soon in real estate, it’s important to understand both its benefits and its pitfalls. Whether you’re working with a traditional listing agent or a modern flat-fee real estate platform, the way you handle this early marketing period can directly impact the sale. We’ll break down how the Coming Soon status works, what rules and regulations to watch out for, and how to use it strategically without sabotaging your listing’s potential.

Why Do Realtors List Coming Soon in Real Estate?

When used strategically, the Coming Soon status can be a powerful tool in a seller’s arsenal. It gives real estate agents, listing brokers, and clients a way to create early buzz before a property officially hits the market.

However, the benefits of Coming Soon listings depend heavily on how the home is presented and whether agents follow MLS rules and best practices. Like most tactics in real estate, there’s no one-size-fits-all answer. Instead, it’s about timing, preparation, and execution.

Here’s a closer look at the potential upsides and downsides of using a Coming Soon listing to pre-market your property:

PROS

• Early exposure without burning days on market: You can generate interest before your listing goes active, which means more potential buyers ready to view it on day one.
• Flexibility in readiness: Your house doesn’t need to be 100% show-ready to start attracting attention on real estate sites or the MLS.
• Built-up demand can lead to a bidding war: Creating anticipation can result in multiple offers once the listing goes live, especially in competitive markets like Austin or DFW.
• Offers before going active: While this can be a double-edged sword, early offers may give sellers leverage, especially if buyers want to avoid the competition.

CONS

• Limited exposure if not handled correctly: Listing with incomplete marketing materials, like missing professional photos, can make a poor first impression and turn buyers away.
• Premature showings may backfire: If agents or sellers agree to show the home before it’s fully ready, interested buyers may walk away unimpressed.
• Pressure to accept early offers: Some buyers (or dual agents) may push hard to get a deal done before the listing is live, potentially reducing your chances of multiple offers or achieving the best price.
• Confusion over listing status: If the property isn’t clearly marked as Coming Soon, buyers and their agents may not understand the showing limitations, leading to frustration.

Before jumping into a Coming Soon listing, it’s important to understand how the process works and what your responsibilities are as a seller, agent, or brokerage. Let’s explore the rules, timing, and strategic considerations that define the Coming Soon status in Texas real estate markets.

Understanding the Coming Soon Status

The Coming Soon status is a special classification used in the MLS that gives sellers a head start by promoting their property before it becomes available for showings. Think of it as a soft launch that allows real estate professionals to generate early interest without officially putting the house on the market. 

During this limited time period, the home is visible to other agents and their clients but cannot be shown in person. Unlike an active listing, which signals that the property is fully available and showings can begin, the Coming Soon label indicates that final preparations are still underway.

When used correctly, this status can be a strategic marketing tool that positions a home for a strong debut while following industry rules and maintaining compliance with MLS regulations. Leveraging the Coming Soon in real estate approach can help sellers gain visibility while ensuring the property is presented in its best light when it goes live.

Navigating the Coming Soon Period with Your Real Estate Agent or Platform

When you’re preparing to sell your house, communication with your real estate agent or service is key to making the most of the Coming Soon status. Whether you’re working with a traditional agent or using a modern tech-enabled platform, it’s essential to understand what’s allowed (and what’s not) during this early marketing phase.

Properties marked as Coming Soon in real estate are not open for showings, and all parties involved should be on the same page about that. The home must be entered into the MLS within one business day of any public marketing, including social media posts, yard signs, or emails to potential buyers.

During this time, buyer’s agents may still express interest or submit offers through the listing agent or platform representative, but sellers should hold off on accepting anything too soon. Many full-service, commission-free real estate solutions handle inquiries, schedule the transition to active status, and ensure all documentation is filed properly, giving sellers peace of mind and more control.

By staying aligned with the guidelines and partnering with the right service provider, sellers can set the stage for a smooth transition and maximize interest once the home officially hits the market.

Transitioning to Active Status

When a property is ready for showings, the listing broker must transition it from Coming Soon to Active status. This involves updating the real estate listing status in the MLS and making the property available for showings.

The Expected On-Market Date is a key element in this process, as it’s the date when the listing will automatically change to Active status unless updated earlier by the listing broker. Once the property is in Active status, it’ll be distributed to public-facing sites, and Days on Market (DOM) will begin to accrue.

The real estate broker must also ensure that the listing complies with all MLS rules and regulations, including the requirement to upload a photo of the property. This transition marks the beginning of full marketing efforts and opens the door for potential buyers to view and make offers on the property.

Explore Rules & Regulations

Understanding the rules and responsibilities tied to the Coming Soon status is essential for both sellers and real estate professionals. The MLS has strict guidelines designed to create a fair and transparent marketplace, and violating them can come with serious consequences.

According to guidance from the National Association of Realtors (NAR), a home may only be labeled as Coming Soon if there is a signed listing agreement in place. Marketing efforts, such as yard signs, emails, social media, or posting the property on public-facing real estate websites, must align with this status, and the home must be added to the MLS within one business day of any public promotion. During this time period, no in-person showings are permitted. The goal is to allow exposure to MLS subscribers while still finalizing preparations behind the scenes.

Platforms or agents that violate these rules risk fines, penalties, or disciplinary action from their local MLS. That’s why many sellers opt for full-service, tech-powered solutions that handle compliance automatically, from listing setup to status updates. Whether you’re listing with a real estate agent or a flat-fee service, sticking to the MLS regulations ensures your sale stays on track and keeps you out of trouble.

Should You List Your House as Coming Soon?

Deciding whether to list your house as Coming Soon depends on various factors, including the current market conditions, the property’s readiness, and your selling strategy. If your goal is to generate early interest and create a buzz around your property, the Coming Soon status can be an effective tool. It allows you to build anticipation and potentially attract offers before the property goes live.

However, ensure that your property is nearly ready for showings, with all necessary repairs and staging completed, to make the best first impression once it transitions to Active status.

How to Create a Coming Soon Listing in the MLS

Setting up a Coming Soon listing in the MLS is a straightforward process, but getting the details right from the start can make a big difference in your sale. Whether you’re working with a traditional real estate agent or using a flat-fee, full-service platform, here are the essential steps to follow:

• Sign a valid listing agreement
  Before anything can go live, you’ll need a formal agreement outlining the terms of your property’s sale. This confirms your intention to market the home and sets the legal foundation for entering it into the MLS.
• Select the coming soon status
  Your agent or platform will choose the Coming Soon option within the MLS system. This signals to other agents and potential buyers that the home is not yet available for showings but will be soon.
• Set an Expected On-Market Date
  This is the date your property will automatically convert to active status unless manually updated sooner. Most MLSs limit the Coming Soon period to 14 days.
• Submit all required documentation
  Property details, disclosures, and at least one exterior photo must typically be included with the MLS entry. Tech-enabled platforms often streamline this step by collecting everything digitally and ensuring compliance.
• Begin strategic pre-marketing
  During this time, your home may be featured on MLS-connected platforms, syndication sites, or agent networks, but no showings can occur until it goes active. Many flat-fee real estate services provide tools for early exposure, like scheduling pro photos and creating polished property descriptions.

Using a full-service listing platform can dramatically simplify this process by managing compliance, documentation, and marketing prep all in one place. That way, your Coming Soon listing is positioned for success the moment it hits the active market.

Make Your First Impression Count

A Coming Soon listing can be a valuable way to generate interest, attract potential buyers early, and set the stage for a strong launch. From understanding MLS rules to managing pre-market exposure, every decision made during this time period can impact how your home performs once it goes live. Sellers who leverage this status wisely often create a sense of urgency that leads to more showings, multiple offers, and even bidding wars.

At ListingSpark, we specialize in helping homeowners make the most of early-stage marketing. As a full-service, flat-fee real estate platform, we guide you through the entire process from creating your MLS listing to managing buyer interest and navigating offers. Our tech-powered approach ensures your property stands out from day one, without the pressure of high commissions or outdated processes. Get started today to list smart and sell faster with ListingSpark.