Coming soon listing

A coming soon listing is a property announced to the market before it can be shown or before it goes fully live on the MLS — used to build buyer anticipation during prep, photos, or final touches. The compliance catch: under NAR's Clear Cooperation Policy, a public coming-soon post is public marketing, which means the listing broker must submit the listing to the MLS within one business day. So the teaser is legal and effective — but it starts a clock.

Policy summary checked against NAR's published Clear Cooperation Policy on 19 August 2026. MLS policy moves — verify your own MLS's current rules before relying on this page.

The term covers a specific window: the listing agreement is signed, but the home is not ready to show — cleaning, staging, photography, or the seller’s timeline is still in motion. Agents use that window to build an audience for launch day, and short teaser video is the natural format for it: two or three intriguing shots, the neighborhood name, no address.

A concrete example. An agent signs a listing on Tuesday but photos aren’t until the weekend. She posts a 12-second teaser reel — a close-up of the front door, one glimpse of the kitchen, “Something special is coming to Maple Grove” — with no address or price. That post is public marketing: under NAR’s Clear Cooperation Policy, “within one (1) business day of marketing a property to the public, the listing broker must submit the listing to the MLS for cooperation with other MLS participants.” Most MLSs offer a “coming soon” status for exactly this — the listing is in the system, showings haven’t started, and the public buzz is compliant.

Two related edges worth knowing. Office-exclusive listings (where the seller opts out of MLS dissemination) lose their exemption the moment any public marketing begins. And NAR’s companion policy, Multiple Listing Options for Sellers, gives sellers some delayed marketing flexibility inside that framework — the details vary by MLS, which is why the one reliable rule is: ask your MLS what its coming-soon status requires before the teaser posts.

For the teaser itself, keep it under 15 seconds and curiosity-first — the script generator has a coming-soon tone for exactly this, and Kadapt’s own listing-teaser template enforces the no-address, no-price convention by design.

Common questions