Why Sellers Should Think Twice Before Listing a Home as “Coming Soon”

“Coming Soon” signs have become increasingly common in residential neighborhoods, especially in competitive real estate markets. But while these signs might create buzz and urgency, they can also signal a missed opportunity for home sellers.

A recent example: A home displayed a “Coming Soon” sign in the yard. Curious neighbors and active buyers searched the MLS for details, only to find nothing. In fact, the home went under contract before ever being publicly listed.

While it may seem like a success story—selling a home before it officially hits the market—this strategy, known as a pocket listing, raises important concerns about transparency, competition, and value.

What Is a Pocket Listing?

A pocket listing refers to a property that is marketed privately—often as “Coming Soon”—without being fully listed on the Multiple Listing Service (MLS). As a result, it won’t appear on popular public search portals like Zillow, Realtor.com, or Redfin.

This approach is common in commercial real estate, which lacks a centralized MLS system, but it’s far less common—and far riskier—for residential sellers.

Why It Matters: Limited Exposure Means Lower Competition

The biggest issue with a “Coming Soon” listing is the lack of exposure. When a home isn’t made available to the full market, only a limited number of buyers will know it’s for sale. That means fewer showings, fewer offers, and less buyer competition.

Less buyer competition almost always results in lower sale prices.

For example, a “Coming Soon” home might generate interest from a few buyers, with one or two making offers. By contrast, a properly marketed home can attract multiple buyers and competitive bids—giving the seller more choices and better terms.

Who Really Benefits from a “Coming Soon” Listing?

Often, the person who benefits most from this tactic isn’t the homeowner—it’s the agent.

Here’s why some agents use this approach:

• They hope to represent both the buyer and the seller (dual agency), allowing them to keep the full commission.
• It helps them capture leads from unrepresented buyers who inquire about the home.
• It creates the appearance of fast results—”Sold before it hit the market!”—even if the seller didn’t get the best possible offer.

In short, the home becomes a marketing tool for the agent, rather than a fully leveraged asset for the seller.

What Sellers Should Do Instead

Before agreeing to a “Coming Soon” strategy, sellers should ask key questions:

• How will this approach impact the number of potential buyers?
• What marketing strategy is in place to ensure maximum exposure?
• Is this approach designed to serve the seller’s interests or the agent’s?

In most cases, listing a home on the MLS with full exposure—paired with strategic pricing and marketing—is the best way to drive interest, encourage competition, and achieve top dollar.

Final Thoughts

While “Coming Soon” listings may sound appealing, sellers should proceed with caution. A quick sale isn’t always a smart sale. To truly maximize a home’s value, broad market exposure and competition are essential.

Sellers deserve a strategy that puts their goals first—not one that shortcuts the process for someone else’s benefit.

Click here for your free download of 10 Questions to Ask Your Realtor Before Hiring Them.