The Power and Purpose of “Coming Soon” Silicon Valley Real Estate Listings

Real estate listings have evolved over the decades, with various strategies being introduced to better serve sellers and attract potential buyers. One such strategy is the “coming soon” listing strategy, which has become increasingly popular in markets like Silicon Valley. Understanding the history, differentiation from other listing types, and strategic advantages of “coming soon” listings can be highly beneficial for homeowners looking to sell their properties effectively.

History of “Coming Soon” Listings

The “coming soon” listing concept has its roots in the first part of the 2000’s when real estate agents began seeking ways to generate buzz for new properties. While it’s hard to pinpoint a specific person or firm that first used this technique, it is believed that Zillow first popularized this in the mainstream of real estate brokerage in North America when it introduced the feature to its website in June of 2014. It quickly gained traction as a way for agents to drum up excitement and test the market before officially listing a home on the Multiple Listing Service (MLS).

Originally, “coming soon” listings served as a way to gauge interest, build anticipation, and allow sellers to finalize preparations without missing potential early interest. In recent years, the strategy has become more refined and formalized, especially with the growth of digital marketing. And still today, years after the feature was initially introduced, platforms like Zillow and Realtor.com continue to offer specific options for agents to mark a property as “coming soon,” legitimizing and streamlining the practice.

“Coming Soon” Listings vs. Pocket Listings

While “coming soon” listings and “pocket listings” are sometimes used interchangeably, they are fundamentally different. A “coming soon” listing is publicly marketed as a property that will soon be available for sale. These listings can be showcased on the MLS with a specific tag or appear on various public platforms to signal that the property is in the pre-marketing phase. This helps generate interest and build anticipation among potential buyers and their agents before the property officially hits the market.

Typically, when a property is “coming soon,” it will not be available for buyers to see the property, and no open houses are held.

In contrast, a “pocket listing” is more private. It refers to a property that is not publicly marketed on the MLS and is often only shared with a select network of agents and buyers. Pocket listings are typically used by sellers who value discretion and wish to avoid public exposure for reasons ranging from privacy to testing the market without committing to a full-scale listing. While pocket listings can create an exclusive appeal, they do not generate the same level of wide interest as “coming soon” listings, which leverage a broader marketing reach.

“Coming Soon” Listings vs. Compass Private Exclusives

Compass, a leading real estate firm, introduced the concept of “Private Exclusives” as a unique approach to marketing properties. A “Compass Private Exclusive” is similar to a pocket listing in that it is not publicly listed on the MLS. However, it benefits from being shared within the extensive Compass network, giving it more visibility than a traditional pocket listing but less than a “coming soon” listing. This option appeals to sellers who want a balance between privacy and targeted exposure. It is designed to give the property a sense of scarcity, an opportunity that is not available to everyone – and scarcity drives value.

On the other hand, a “coming soon” listing—even when executed through Compass—is designed to create anticipation. It is meant to attract attention from buyers and agents alike before the home is fully available on the market. This approach often generates competitive interest, setting the stage for a successful launch when the property is formally listed and Active on the MLS.

How “Coming Soon” Listings Benefit Silicon Valley Homeowners

In Silicon Valley’s competitive real estate market, a “coming soon” listing can be a powerful tool for homeowners. The fast-paced nature of the region’s market means that creating pre-listing buzz is crucial for to maximize buyer interest. Here’s how “coming soon” listings can specifically benefit homeowners in Silicon Valley:

Early Exposure: By listing a property as “coming soon,” sellers can attract early interest from serious buyers who are actively monitoring new inventory. This strategy can help ensure that the property garners attention before it is even fully prepared for showings.
Price Optimization: Generating initial excitement can lead to multiple parties expressing interest. This can result in a competitive atmosphere once the property officially goes on the market, potentially driving up the sale price.
Feedback and Adjustments: If potential buyers or agents offer feedback during the “coming soon” period, sellers have an opportunity to make small adjustments to increase the home’s appeal before it officially hits the market.
Strategic Planning: The “coming soon” phase gives sellers time to coordinate a strong launch. This includes finalizing staging, professional photography, and any necessary repairs or improvements without feeling rushed.

Speeding Up the Sale and Maximizing Sale Price

A well-executed “coming soon” strategy can speed up the overall sale process. By building anticipation, sellers often receive offers quickly after the official listing goes live, reducing the number of days on the market. Fewer days on the market can enhance a home’s perceived value and reduce the risk of price reductions.

Moreover, a “coming soon” campaign can create a sense of urgency among buyers. When potential buyers see a desirable property gaining traction and attention before it’s officially listed, they may be motivated to act swiftly once it becomes available. This can lead to competitive bidding, often resulting in offers above the asking price.

Complementary Marketing Strategies

A successful “coming soon” campaign can be bolstered by several complementary marketing strategies:

Targeted Digital Advertising: Digital ads on platforms like Facebook and Instagram can be tailored to reach local buyers and those in key demographics who are most likely to be interested in the property. Utilizing geo-targeting ensures that your advertising dollars are spent reaching buyers in Silicon Valley and surrounding areas.
Email Campaigns: Email marketing to agents and pre-qualified buyer lists can generate buzz among professionals who have clients looking for homes in the area. Regular updates on the property’s progress and upcoming availability can help keep the home top-of-mind.
Direct Mail: Sending targeted postcards or flyers to high-income renters or potential buyers in desirable neighborhoods can effectively reach an audience that may not be as active on digital platforms but still has purchasing potential.
Professional Staging and Photography: A “coming soon” listing needs to make a strong first impression. High-quality photos and engaging video tours can be used to create compelling visuals that generate excitement online.
Virtual Tours and Pre-Listing Events: Hosting virtual open houses or private pre-listing events can give serious buyers an exclusive first look at the property, increasing interest and urgency.

The Bottom Line

For homeowners in Silicon Valley looking to sell, a “coming soon” listing can be an effective way to set the stage for a successful sale. By leveraging this approach, sellers can create early interest, drive competitive bidding, and maximize their final sale price. When combined with complementary marketing strategies such as targeted digital advertising, direct mail, and professional photography, a “coming soon” campaign can transform the home-selling experience from a standard process to a well-executed launch that delivers outstanding results.

Choosing the right real estate agent who understands how to maximize the potential of a “coming soon” listing is crucial. A seasoned agent with innovative marketing tactics can ensure your home receives the attention it deserves, leading to a faster sale and optimal sale price.