Homebuyers

What Homebuyers and Sellers Need to Know About “Coming Soon” Listings

Every spring, the housing market gains momentum. New home listings appear, and homebuyers who held back over winter start looking at properties again.

This year, some of that activity is happening earlier than usual, before many homes are officially for sale.

An increasing number of properties are now listed as “coming soon,” giving buyers a sneak peek of homes before they officially hit the market. That early access is beginning to change how buyers prepare and how sellers introduce homes to the market.

Buyers can see what will soon be available, giving them time to figure out their budgets and get preapproved for a mortgage. Meanwhile, sellers have a chance to start generating buzz around their properties or make changes before it goes onto the market.

Here’s what buyers and sellers need to know.

What are “coming soon” home listings?

Pre-market home listings, when homes are advertised before officially going up for sale, are not a new idea. About 80% of multiple listing services (MLS) already have a “coming soon” category. And real estate agents have long shared homes through private networks.

What’s changing is who can see them.

Zillow’s new feature, Zillow Preview, is designed to highlight homes before they become active listings. Buyers can browse these properties, save them, and plan their next steps. But they cannot tour or submit offers until the home goes live.

This pre-market feature is expanding quickly. About 30 brokerages have joined so far, while others are creating their own pipelines. For example, eXp is sharing listings across Realtor.com, Homes.com, and ComeHome.com.

The result is a wider, though fragmented, pool of homes just outside the traditional market.

For example, pre-market listings have existed for many years through pocket listings and private networks. This shift increases transparency in what has traditionally been done behind the scenes.

Homebuyers see homes earlier, but access is through real estate agents

Pre-market listings increase the number of properties homebuyers can view, but not all that information is shared equally. Often, details still pass through real estate agents who have access to the MLS or brokerage networks.

“These listings won’t be accessible to the public, so most property info will come through agents with MLS access,” said Ryan Dossey, co-founder of SoldFast, which serves 18 states.

That dynamic emphasizes the importance of who you work with. Buyers connected to certain real estate agents might learn about properties earlier or get a better view of homes that aren’t fully listed yet.

At the same time, larger real estate platforms are starting to reveal more of these listings than before.

Seeing home listings early may help buyers prepare

The main benefit for homebuyers isn’t access to hidden deals. It’s time.

“Earlier visibility is the biggest benefit for buyers,” said Ben Mizes of Clever Real Estate in St. Louis. “Buyers can save the listing, reach out to their agent, get financing, and be ready to act once showings begin.”

That preparation is becoming increasingly important in a market where supply stays tight. Buyers who get organized early are in a stronger position when a home officially hits the market.

Still, this is not a shortcut around competition. “Buyers should not view ‘coming soon’ as a competitive edge,” said Mizes. “The greatest benefit is planning, not the pre-market listings.”

Pre-market home listings may help buyers sidestep bidding wars

In some cases, buyers may be able to engage before a listing turns into a full competition.

“It could help some buyers connect with sellers before a property falls into a bidding war,” said Dossey. “If you come forward with a good offer, you can avoid that circus.”

That kind of timing can simplify the process, but it isn’t always the most affordable option.

“You might end up paying more, however, than if the property sat on the market and didn’t sell, forcing a price drop,” said Dossey.

Home sellers can test pricing before going live

For sellers, “coming soon” listings provide a gentler way to enter the market.

“They can create anticipation before their home is active,” said Mizes. “They can shift interest, test price positioning, and attract serious buyers before they finish photos, repairs, and staging.”

That flexibility allows sellers to refine their approach before the home officially hits the market. It also opens the door to skipping some upfront repair and preparation costs if early interest is strong enough.

Dossey notes that this phase can be especially useful for homes in transition.

“Homes in the middle of renovations are being positioned as a good fit for this service,” he said.

Mortgage readiness matters more than ever

Since the buying process begins earlier, securing financing must also start sooner. Buyers who delay getting a mortgage preapproval letter until a home is officially listed may already be at a disadvantage.

That is where preparation becomes the key.

“The greatest benefit of ‘coming soon’ listings is not finding hidden deals, it is being ready to act first,” said Mizes.

Getting preapproved, understanding your budget, and staying in close contact with your real estate agent all rise higher on the priority list.