New research is putting a spotlight on coming-soon real estate listings — and Arizona home sellers may want to pay attention.

For years, homeowners preparing to sell have generally had two choices: keep the property off the market while preparing it for sale, or put it directly on the MLS when everything is ready.

A growing third strategy is coming-soon marketing.

Recent real estate research suggests that allowing a property to build buyer interest before it officially becomes an active MLS listing may be associated with stronger sale prices and faster buyer interest.

For Arizona homeowners considering selling in Phoenix, Scottsdale, Mesa, Gilbert, Chandler, Prescott, Surprise, Peoria and communities throughout the state, the strategy raises an important question:

Could marketing a home before it officially goes active help create a stronger launch?

What the Research Says About Coming-Soon Listings

Several studies published or discussed in 2026 have examined pre-marketing, private listings and coming-soon strategies.

One recent analysis reported that properties marketed before their full MLS launch achieved higher prices than comparable properties that went directly onto the MLS. Other research has produced different results depending on the type of pre-marketing used, the market studied and whether a property was privately marketed or publicly promoted as coming soon.

For example, Compass reported that its pre-marketed listings sold for approximately 1.9% to 3.9% more than listings that went directly to the MLS, with offers arriving about 20% faster and price reductions occurring less frequently. That was an internal analysis of Compass transactions, so the results should not automatically be assumed to apply to every Arizona listing.

Other research has found that keeping properties completely off the MLS can produce very different results. A Bright MLS analysis found that office-exclusive listings took longer to sell and found no price advantage after accounting for property characteristics.

That distinction is important.

Coming Soon is not necessarily the same thing as keeping a property hidden from the market.

Why Coming Soon Can Create Buyer Interest

A well-planned coming-soon campaign can give a seller time to prepare the property while beginning to generate buyer awareness.

That can include:

• Professional photography
• Property descriptions
• Floor plans
• Online marketing
• Buyer inquiries
• Showing preparation
• Disclosure preparation
• Pricing analysis
• MLS preparation
• Social-media promotion
• Early communication with interested buyers

Instead of waiting until everything is finished before telling buyers about the property, a seller can begin creating anticipation.

The objective isn't simply to sell a house "early."

The objective is to launch the property strategically.

Coming Soon vs. Going Directly Active

Consider two hypothetical Arizona sellers.

Seller A finishes preparing the home and immediately activates the MLS listing.

Seller B prepares the home, establishes the pricing strategy, creates the marketing materials and begins a permitted coming-soon campaign before the full launch.

Seller B may have an opportunity to build awareness before the official active date.

That doesn't guarantee a higher sales price. But it can give the seller and listing agent additional time to create buyer interest and make sure the property is ready for its public launch.

Pricing Still Matters

A coming-soon strategy cannot fix an unrealistic asking price.

In fact, the preparation period can make pricing even more important.

Arizona sellers should look at:

• Recent comparable sales
• Current competing listings
• Pending sales
• Neighborhood inventory
• Days on market
• Price reductions
• Property condition
• Buyer demand
• Seasonal market conditions

The goal is to enter the market with a price that attracts attention without unnecessarily leaving money on the table.

A strong launch can be wasted if the home is priced substantially above what buyers are willing to pay.

More Exposure Isn't Necessarily the Same as More Marketing

One of the biggest differences between a coming-soon strategy and a traditional launch is timing.

Marketing doesn't necessarily have to mean putting the property fully active immediately.

A seller may want to build anticipation, prepare the property, test the presentation and organize the launch before going fully active.

At the same time, sellers should understand the tradeoff: limiting exposure can reduce the number of potential buyers who see the property.

That's why the distinction between private marketing and public coming-soon marketing matters.

Research on pre-marketing has produced different findings. One recent review of the research noted that studies of pre-marketing strategies have reached conflicting conclusions depending on methodology and the type of listing strategy examined.

What Does This Mean for Arizona Home Sellers?

For Arizona homeowners, the takeaway isn't that every property should be marketed as coming soon.

Instead, sellers should consider whether a staged launch makes sense for their particular property.

A coming-soon strategy may be particularly useful when a seller needs additional time to:

• Complete repairs
• Declutter
• Stage the home
• Take professional photographs
• Prepare disclosures
• Establish a pricing strategy
• Coordinate showings
• Build marketing materials
• Create buyer awareness before the official launch

For a home that is already completely prepared and priced competitively, going directly active may also make sense.

The right strategy depends on the property and the seller's objectives.

Don't Confuse Coming Soon With an Off-Market Listing

This is one of the most important points for sellers to understand.

A completely private or off-market listing limits who can see the property.

A coming-soon listing can be part of a broader marketing strategy designed to create interest before the home becomes fully active.

Recent research demonstrates why sellers should look carefully at the difference. A study of more than 700,000 Dallas-Fort Worth transactions found a premium associated with certain off-market sales, but that advantage diminished substantially after implementation of the National Association of REALTORS® Clear Cooperation Policy. The researchers also noted limitations in using zero-day MLS entries as a proxy for private sales.

In other words, there isn't one universal answer for every seller or every market.

A Strategic MLS Launch Can Be More Important Than Ever

Today's buyers often see homes through multiple channels before contacting an agent.

A property's online presentation can influence whether buyers click, save, share or schedule a showing.

That makes the launch process increasingly important.

For an Arizona seller, the question shouldn't simply be: "How quickly can I get this on the MLS?"

A better question may be: "How can I prepare and launch my home so that buyers are ready to pay attention when it hits the market?"

What Arizona Sellers Should Ask Before Choosing a Listing Strategy

Before deciding between a traditional MLS launch, coming-soon marketing or another approach, ask:

• How will the home be priced?
• When will professional photographs be completed?
• How will buyers find the property?
• Will the property receive MLS exposure?
• How will coming-soon buyers be handled?
• When does the property become fully active?
• What marketing is included in the listing package?
• What are the costs of the listing service?
• What happens if the property doesn't receive an acceptable offer?
• Does the strategy comply with applicable MLS and brokerage rules?

These questions can be more important than simply comparing listing commissions.

Coming Soon Could Become an Important Part of Arizona Home Selling

The real estate industry continues to experiment with how homes are introduced to the market.

The newest research doesn't establish that coming-soon listings will produce a higher price for every home. In fact, research on private and pre-market listings has produced different results.

But the evidence does suggest that the way a property is launched can matter.

For Arizona homeowners, a carefully planned coming-soon strategy may provide another tool for creating buyer awareness before the property receives its full MLS launch.

Thinking About Selling Your Arizona Home?

Mountain Lake Realty provides Arizona homeowners with flat-fee listing options designed to put homes on the MLS and major real estate websites without a traditional percentage-based listing commission.

The right listing strategy depends on the property, pricing, timing and seller's objectives.

Before listing, ask how your home will be marketed — not just how much the listing will cost.

Mountain Lake Realty — Arizona Flat-Fee Real Estate Brokerage (602) 881-8674 | azflat.com

Information in this article is for general real estate marketing and educational purposes. Research findings vary by market, methodology and listing strategy. Coming-soon and MLS practices are subject to applicable MLS rules, brokerage policies and real estate regulations.

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