A growing number of MLSs are now using coming soon features to market properties before they go live.
While an off-MLS listing stays off the MLS definitely, a coming soon listing involves advertising a property to a select group of agents for a limited period, before being listed on the MLS.
However, unlike TAN, many MLSs have their own coming soon (or pre-MLS) category that exposes a property to all MLS agents. So in effect, they’re an MLS listing – just with a different status name.
But when used in the right way, there are a couple of key benefits to this approach.
In the same way that a movie trailer creates interest and intrigue before a film gets released, a ‘coming soon’ feature helps to generate buzz before it goes live.
Also, the process of initially advertising to a smaller pool of buyers provides a useful testing ground to trial a price and make necessary adjustments.