Sellers ask for a quiet launch, a pre-market buzz, or a "pocket listing." Before you promise anything, know the rules. Coming Soon listings and office exclusives are allowed in some forms, but your MLS and your brokerage set the limits, and the rules have changed in recent years. Here's what agents need to understand and how to explain the trade-off to a seller.
The short answer
A Coming Soon status lets you put a listing in the MLS before showings start, so agents and buyers know it's on the way. MLS rules usually limit how long it can sit there and whether showings are allowed. NAR's Clear Cooperation Policy generally requires a listing to be submitted to the MLS within one business day of public marketing. NAR has since added options that let sellers choose limited or delayed marketing with written disclosure. Your MLS decides exactly how these work locally.
Step by step
- Read your MLS rules first. Check the current Coming Soon rules, office exclusive rules and any delayed marketing options at your MLS. Rules change.
- Check your brokerage policy. Many brokerages have their own forms and limits for off-MLS or delayed listings.
- Ask why the seller wants it. Privacy, security, finishing repairs, timing a move, or testing price? The reason points to the right tool.
- Explain the trade-off. Less exposure can mean fewer buyers and less competition. Full MLS exposure usually brings the most buyers.
- Get the seller's choice in writing. If the seller picks an office exclusive or delayed marketing, use the required disclosure and forms.
- Don't market publicly before it's allowed. Yard signs, social posts and public websites can count as public marketing that triggers the MLS submission clock.
- Use Coming Soon to build buzz. Photos, a launch date, and a private preview for agents, if your MLS allows.
- Launch strong. When it goes active, have everything ready. See listing launch plan.
Options at a glance
| Option | Exposure | Typical use |
|---|---|---|
| Active on MLS | Full | Most listings |
| Coming Soon on MLS | Full, before showings | Finishing prep, building buzz |
| Office exclusive or delayed marketing | Limited | Privacy, security, special situations |
How to explain it to your client
"We can do a quiet launch, but there's a trade-off. The fewer buyers who know about your home, the fewer people compete for it. A Coming Soon listing lets every agent know it's on the way while we finish prep. If privacy matters more to you, there's a limited marketing option, but the MLS requires you to sign off that you understand it may mean fewer offers. Here's how each one would work."
Watch-outs
- Public marketing starts the clock. One social post can count. Know your MLS rules.
- Fair housing. Limited marketing must never be used to limit who can buy. Keep access fair.
- Seller's interest first. Don't keep a listing quiet just to try to sell it yourself.
- Days on market. How Coming Soon days count varies by MLS. Check.
- Rules change. Re-read your MLS rules each year.
Further reading
- Coming Soon homes for sale in Colorado on kennarealestate.com
- Luxury buyer brief on kennarealestate.com
This is training for real estate agents. It isn't legal advice. Check with your managing broker.
Questions
What is a Coming Soon listing?
A listing entered in the MLS before it's available for showings.
Are pocket listings allowed?
Some limited marketing options exist, with seller disclosure, depending on your MLS and brokerage. Check current rules.
What is the Clear Cooperation Policy?
An NAR policy that generally requires listings to go into the MLS within one business day of public marketing. See nar.realtor.
Can I put a sign in the yard during Coming Soon?
It depends on your MLS rules. A sign may count as public marketing.
Does Coming Soon count toward days on market?
It depends on the MLS. Check your rules.
Brian Lee Burke is the founder of PadLeaders, a Colorado real estate broker licensed since 2003, team leader of The Kenna Group at Keller Williams DTC (formerly Kenna Real Estate Group) and the author of Mastering Real Estate and The Real Estate Playbook. More about Brian.