Consistent Listings runs Coming Soon ads as the first touch in a Just Listed Campaign, reaching homeowners about a week before the listing goes live so the street already knows a launch is coming. A US-based inside sales agent (ISA) team calls anyone who responds within minutes, and the ad follows local Multiple Listing Service (MLS) coming soon rules from the first frame. The campaign then carries through Just Listed and Just Sold, inside the 100-day guarantee window.
- A Coming Soon ad typically runs about a week before the listing hits the market, timed to local MLS coming soon rules.
- The ad builds curiosity on the street without publishing details the MLS has not cleared for release yet.
- Coming Soon is the first of up to four touches on the same homes: Coming Soon, Just Listed, open house, Just Sold.
- Any neighbour who responds to a Coming Soon ad gets an ISA call within minutes, the same as every other stage.
Why run an ad before the sign goes up
A listing that appears with no warning gets one look from the street: the sign. A listing that was teased a week earlier gets two: the tease and the launch. Neighbours who already know something is coming pay closer attention when it actually arrives, and an agent who ran a Coming Soon ad has already put their face on the street before a single showing happens.
The upside compounds for an agent with more than one listing a year. A neighbour who sees Coming Soon, then Just Listed, then Just Sold on one house starts to associate that face with activity on the street, which is the entire point of a Just Listed Campaign for real estate agents.
Coming Soon inside the four-touch sequence
Coming Soon is the first of up to four ads a single listing can carry to the same homes.
| Day | Action | Who |
|---|---|---|
| About 7 days before launch | Coming Soon teaser ad goes live in the zip codes around the listing | We script and launch |
| Launch day | Just Listed ad replaces the teaser | We swap the creative |
| Week of the open house | Open house invitation ad | We launch |
| Within 72 hours of closing | Just Sold ad with the result | We swap the creative |
Agents with a steady pace of listings run this sequence on a rotating basis, so the same streets see a fresh touch every few weeks rather than one ad they saw once and forgot.
Staying inside MLS coming soon rules
Coming Soon ads have to follow the local Multiple Listing Service (MLS) coming soon and clear cooperation rules for the market the listing is in, which vary by board on how early a property can be marketed and what has to be disclosed before it is entered into the MLS. The ad copy stays general in the early days: it can announce that something is coming to a street without publishing an address or price before the MLS clears that release.
Fair Housing rules apply the same way at this stage as any other: the creative describes the property and the timeline, never the people who live on the street, and targeting runs on zip code, income bracket and search intent rather than age or family status.
What a Coming Soon script says
A Coming Soon hook trades on anticipation rather than proof, since there is no closed result yet to point to. "Coming soon on Maple, before it hits the market" gives the street a reason to watch for the follow-up without naming a price or an exact date the MLS has not cleared. "Something's about to happen on your street. I'll tell you when it does" works the same way for a farm where the exact address is not yet public.
Both lines hand off to the same home value landing page as every other stage, so a neighbour who is curious now has already raised their hand before the Just Listed ad even runs.
The tone matters here more than at any other stage. A Coming Soon script that oversells a listing that has not launched yet reads as hype the moment the actual details show up, so the line stays plain and lets the follow-up ad carry the proof.
What happens when a neighbour asks for a home value early
A Coming Soon ad gets responses the same way a Just Listed ad does: someone on the street wonders what their own home is worth and fills out the landing page. That request goes straight to Appointment Setting, our US-based ISA team, and gets a call within minutes rather than sitting in an inbox until the listing officially launches.
Early responders are often the most motivated on the whole street, because curiosity about a coming sale usually means they have already been thinking about their own. The team runs the same 10-point qualification at this stage as any other, so an early lead only turns into an appointment when the homeowner is actually ready to talk. See worked Just Listed and Just Sold ad examples for how the hooks change once the listing goes live.
Questions, answered
Can I run a Coming Soon ad before the listing hits the MLS?
A Coming Soon ad can run before the listing is entered into the Multiple Listing Service (MLS), but the copy has to follow local coming soon and clear cooperation rules, which vary by board on timing and disclosure. Consistent Listings keeps early creative general, announcing that something is coming to a street without publishing details the MLS has not cleared for release.
How early should a Coming Soon ad start running?
A Coming Soon ad typically starts about a week before the listing goes live, long enough to build anticipation without running so early the teaser goes stale before the launch. Agents in a fast-moving market sometimes shorten that window, and the exact timing is set around each local MLS's own coming soon rules.
What is a Just Listed campaign for real estate agents?
A Just Listed campaign is a short video ad that runs around one listing, in the zip codes near that property, from the day it goes live through Just Sold. Coming Soon is an optional first touch inside that same campaign. Neighbours see the agent's face and a home value offer, and a US-based inside sales agent (ISA) team calls every response within minutes.
Does a Coming Soon ad need to name the address?
A Coming Soon ad typically names the street or the neighbourhood rather than the exact address, which keeps the teaser inside local Multiple Listing Service (MLS) disclosure rules while still telling the right homeowners that a listing is on the way. The exact address and price appear once the Just Listed ad replaces the teaser.
Who follows up with neighbours who respond to a Coming Soon ad?
Any neighbour who responds to a Coming Soon ad is handed to the inside sales agent (ISA) team, our US-based team, and called within minutes, the same process used for Just Listed, open house and Just Sold responses. The team qualifies the lead before it reaches your calendar, so an early responder only becomes an appointment once they confirm they are actually thinking about selling.
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