Why teasing your listing before it’s “Active” can pay off big.

*By Maureen Mahood, Broker‑Owner • *SellYourHomeCharlotte.com

When you’re prepping a home for sale, every day and every impression counts.

What “Coming‑Soon” Means (and Doesn’t)

Key Rule: No one steps inside until the status is “Active.” That protects all buyers’ opportunity to see your home at the same time, keeping the playing field fair and your negotiating power high.

Why Sellers Love the Coming‑Soon Window

1. Buzz Without Pressure – Ads and neighborhood chatter build curiosity while you finish repairs or touch‑ups.
2. Clean DOM on Day 1 – Your Active listing shows “0 Days‑on‑Market,” signaling fresh inventory and driving more clicks.
3. Early Feedback – Agent calls and online engagement hint at price perception before buyers walk through the door.
4. Flexible Prep Time – Need six days for paint to dry? Fifteen days for roof work? We start the clock only when you’re on schedule.
5. Negotiation Leverage – Buyers who’ve been waiting are primed to write strong offers once doors open.

My 5‑Step Coming‑Soon Playbook

1. Walk‑Through & Punch‑List

We flag high‑impact touch‑ups—paint, hardware, mulch—that photograph well and cost little.

2. Exterior Placeholder Photo (Interiors Held Back)

MLS requires one image, so I hire a pro shooter for a crisp front elevation. Interior photos are technically allowed during Coming‑Soon, but we usually wait until the rooms are fully staged—keeping intrigue high and delivering a wow‑factor at launch.

3. Marketing Teasers Marketing Teasers**

• Facebook & Instagram reels with “sneak peek” copy
• Neighborhood email blast linking to a temporary landing page
• Agent‑to‑agent phone calls: “Save the date; showings open on ___.”

4. Countdown Content

Each day we drop a behind‑the‑scenes update—fresh paint, new lighting, staged living room—building anticipation.

5. Go‑Live Launch

On Active day the full photo set, 3‑D tour, and property page replace the placeholder. ShowingTime opens and the floodgates follow.

Timing Q&A

How do we choose the start date?

We work backward: list all prep tasks, assign realistic durations, add a cushion, then enter MLS only when we’re confident we’ll beat the 21‑day mark.

What if repairs hit a snag?

We stay off the MLS until you’re ready. Coming‑Soon is optional; prep time off‑market is unlimited.

Can we switch to Active sooner than 21 days?

Absolutely. If contractors wrap early, I can flip the status same‑day.

Pro Tips for a High‑Impact Teaser

• Keep the lawn pristine. Buyers may drive by. First impressions start at the curb.
• Update the landing page daily. Fresh content signals progress and keeps Google crawling.
• Avoid price drops during Coming‑Soon. Wait for live market feedback once showings start.

Ready to Prime the Market?

Let’s map your prep timeline and kick off a Coming‑Soon campaign that puts buyers on standby.

704‑621‑3066  |  [email protected]  |  Selling in Charlotte: 2025 Market Guide Download my free Charlotte Seller’s Guide

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FAQ

1. Will buyers skip my home if they can’t see the inside?

No. Curiosity grows with each teaser. Serious buyers set alerts so they’re first in line when showings open.

2. Does Coming‑Soon cost extra?

No. My standard marketing plan includes photo, video, and paid ads from Day ‑21 through closing.

3. Could Coming‑Soon hurt me in a slow market?

If inventory is heavy, we may shorten or skip the window. I’ll advise based on live data.

4. How does this affect appraisal?

Strong launch buzz (multiple offers, quick contract) gives appraisers a clear market signal on value.

5. Can investors or cash buyers preview early?

MLS rules say no. Everyone waits until Active—protecting you from lowball “off‑market” offers.

Author Bio

Maureen Mahood is a licensed NC & SC broker and the owner of SellYourHomeCharlotte.com. Since 2015 she has closed 200 + Charlotte‑area sales and volunteers with RescuedMe.org.