Coming-Soon Real Estate Listings Fetch Higher Sale Prices, Study Finds

Industry Pulse News Desk · 2026-09-27

Properties marketed under coming-soon status generate higher final sales prices than private listings or homes placed immediately on the open market, according to new research.

Residential real estate listings marketed under "coming-soon" status yield higher sale prices than both off-market private listings and properties entered immediately into active status, according to a study released by the Association of Real Estate License Law Officials.

The research examined transaction data across multiple housing markets to evaluate how pre-marketing strategies affect final property valuations. Properties categorized as coming-soon allow real estate agents to promote homes to potential buyers and build anticipation prior to officially opening the property for showings and offers.

According to the findings, coming-soon properties consistently outperformed private listings, often referred to as pocket listings, which are marketed exclusively within specific broker networks without full public exposure. The study indicated that limited exposure in private networks frequently results in lower overall purchase offers compared to properties exposed to a broader buyer pool.

The study also found that coming-soon listings achieved higher closing prices than homes placed directly into active status without a preliminary marketing window. Researchers noted that the pre-marketing period generates initial buyer interest and competitive bidding once the listing officially converts to active status.

Regulators and industry professionals have scrutinized pre-marketing tactics in recent years over concerns regarding fair housing compliance and market transparency. The findings provide empirical data for real estate licensing authorities evaluating regulations governing pre-marketing practices and multiple listing service rules.