Selling

Coming Soon Listing

A property that is marketed to potential buyers before it is officially listed on MLS. Coming soon listings generate early interest and buzz through social media, agent networks, and brokerage websites. TRREB has rules governing how long a property can be marketed as 'coming soon' before it must be listed on MLS.

Why It Matters

A coming soon strategy can build anticipation and create a sense of urgency before your listing officially hits the market. However, it can also limit your exposure and potentially reduce competition if the right buyers aren't aware of it. Discuss the timing with your agent to determine if this approach suits your property.

Real-World Example

Your agent posts a teaser of your renovated bungalow in Birch Cliff on Instagram and their brokerage website two weeks before the MLS listing date. The post includes three professional photos and the text 'Coming to market March 15.' Over the two-week preview period, 30 agents contact your agent to express buyer interest. By the time the listing goes live on MLS, there is already a lineup for the first day of showings.

Ontario & GTA Context

TRREB has specific rules about coming soon listings -- properties cannot be marketed off-MLS indefinitely. Under TRREB's guidelines, once a property is publicly marketed (beyond direct agent-to-agent communication), it must be listed on MLS within a set timeframe. Agents must comply with both TRREB and RECO rules regarding advertising and disclosure for pre-market listings.

How It Works in Practice

A coming soon strategy works best for desirable properties in popular neighbourhoods where demand is already strong. Use the pre-listing period to build a database of interested buyers and agents. However, be aware that selling off-MLS during the 'coming soon' phase may mean missing out on buyers who only search through MLS.

Common Questions

Can I sell my home before it goes on MLS?▾

Technically yes, but it is generally not recommended. Selling before the property hits MLS limits your exposure and may result in a lower sale price. TRREB rules also require that publicly marketed properties be listed on MLS within a specific timeframe to ensure fair market access.

How long can a property be 'coming soon' in the GTA?▾

TRREB's rules limit how long a property can be publicly marketed before it must appear on MLS. The specific timeframe can change, so check with your agent for the current rule. Generally, the coming soon period should be used for building anticipation, not for avoiding MLS entirely.

Related Terms

Multiple Listing Service (MLS)

Listing Agreement

TRREB (Toronto Regional Real Estate Board)

Related Guides

Home Selling

Pricing Strategy

Need Guidance?

Get a second opinion on your real estate situation. No pressure, no obligation.

The RAZZ Report

Market insights and practical advice delivered to your inbox.