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Ghost listings are properties advertised without official MLS entry to attract off-market buyers, often creating exclusivity and higher demand. Coming soon listings appear in MLS but are not yet available for showings, generating early interest while complying with market regulations. Explore the key differences and benefits of these listing strategies to optimize your real estate approach.
Why it is important
Understanding the difference between ghost listings and coming soon listings is crucial in real estate because ghost listings mislead buyers by appearing active without intent to sell, while coming soon listings accurately signal an imminent market entry. Ghost listings can distort market data, leading to inaccurate pricing and demand assessments. Accurate knowledge protects buyers and sellers by ensuring transparency and trust in property availability and pricing trends. Recognizing these distinctions optimizes decision-making and market strategy for all real estate stakeholders.
Comparison Table
| Feature | Ghost Listings | Coming Soon Listings |
|---|---|---|
| Definition | Properties listed on MLS but hidden from public view. | Properties advertised as "Coming Soon" before active MLS listing. |
| Visibility | Limited or no public advertising; only brokers may see. | Visible to public with "Coming Soon" status but not yet for sale. |
| MLS Status | Marked as active but withheld from public sites. | Listed as "Coming Soon" or off-market before activation. |
| Marketing Purpose | Test market interest without full exposure. | Create anticipation and build buyer interest. |
| Legal Compliance | Often controversial; may violate MLS rules. | Generally complies with MLS guidelines. |
| Buyer Access | Limited; mainly licensed agents. | Accessible to all interested buyers. |
| Impact on Sale Speed | Can delay sale due to low exposure. | Often accelerates buyer interest and faster sale. |
Which is better?
Ghost listings offer privacy by keeping the property off the market while gauging buyer interest, ideal for sellers seeking discretion. Coming soon listings generate early buzz and attract eager buyers, creating anticipation and potentially driving up demand before official market entry. The choice depends on the seller's priority for confidentiality versus maximizing exposure and competitive offers.
Connection
Ghost listings and coming soon listings are interconnected as both strategies create market anticipation without immediate active exposure. Ghost listings are properties marketed quietly to select buyers, while coming soon listings advertise upcoming availability, generating early interest. These techniques help sellers test demand and build urgency before official market entry.
Key Terms
Pre-market
Coming soon listings attract early interest by marketing properties before they hit the active market, offering potential buyers exclusive previews and reducing time on market. Ghost listings remain hidden from public platforms, creating scarcity and allowing sellers to test pricing or wait for the optimal market moment without full exposure. Explore how leveraging pre-market strategies like coming soon and ghost listings can maximize your property's visibility and sale potential.
Pocket listing
Pocket listings represent properties marketed privately without public MLS exposure, contrasting with coming soon listings that are publicly listed but not yet active. Ghost listings appear on public platforms but are not genuinely available, often misleading potential buyers. Explore deeper insights into pocket listings and their strategic advantages in real estate.
MLS (Multiple Listing Service)
Coming soon listings on the MLS create anticipation by allowing agents to market properties before they are officially available, generating early interest and potential buyer leads. Ghost listings, however, are unauthorized or deceptive listings that appear on the MLS without seller consent, often harming reputation and violating MLS rules. Explore detailed MLS guidelines and best practices to maximize listing effectiveness while avoiding pitfalls.
Source and External Links
Coming Soon Listings in Arizona - Zillow - Provides a list of properties in Arizona marked as "Coming Soon," meaning these homes will be on the market shortly and can be contacted about in advance.
The Ultimate Guide to the Coming Soon Status - ARMLS Blog - Explains the "Coming Soon" status as a way to build buzz before a listing is fully active; properties are not yet available for showing but can be previewed by agents and buyers, with strict timing rules on how long the status can be used.
What are the rules for using the Coming Soon status? - BrightMLS Support - Details that Coming Soon listings are preparing to hit the market but are not open for showings yet, setting clear expectations around status use.