The Coming Soon conversation your seller is having without you

There's a conversation happening at kitchen tables right now that most agents aren't part of.

It's not about price. It's not about commission.

It's one spouse turning to the other after scrolling Redfin and asking:

"Why doesn't our agent do that Coming Soon thing?"

Today, we give you the script, whether you are pro or anti-coming soon.

Here’s what is on this week’s B.I.T.S. agenda:

🏆 [B]est in Class: 5M views. 500 closings. One very specific commitment.
💡 [I]deas That Work: A slide that kills concession panic before it starts
📈 [T]raffic & Attention: Zillow analyzed 600+ features. These 8 go viral.
🔔 [S]eller Signals: The right coming soon conversation from either side

Let’s dive in 👇

Something is shifting in the listing conversation, and most agents aren't getting ahead of it with their sellers

Sellers are starting to ask about "Coming Soon", not always by name, but in spirit.

They heard it from a neighbor. They saw it on a CNBC interview with the CEO of Compass. Their friend's agent mentioned a "private exclusive phase."

Now they're sitting across from you, wondering whether they're leaving something on the table if you don't offer the same thing.

Here's the context they need and that you should be delivering before they ask no matter what side of the table you are on.

What's actually happening in the industry

Robert Reffkin has been the loudest voice arguing that days on market and price drop history are, in his words, "killers of value."

His three-phase strategy (Private Exclusive → Coming Soon → MLS) is now syndicated to Redfin and expanding through a new partnership with MRED, a Chicago-based MLS going nationwide.

His argument: sellers deserve the choice to build buzz before the clock starts.

The counter-argument is just as real: maximum exposure on day one, with full MLS syndication to Zillow, Realtor.com, and every buyer actively searching, is still how most homes find their buyer fastest.

Restricting early exposure, even briefly, means some qualified buyers never see the home during the window they're most engaged.

Both positions have merit. Which one is right depends on the home, the market, and the seller.

The framing agents on both sides can use

If you believe in full MLS exposure from day one:

"Some agents are doing a 'Coming Soon' phase before the MLS. I want to walk you through why I don't recommend it for your home. The first 7–10 days on market are when buyer attention is highest. Every day we're not on Zillow is a day we're not in front of the buyers who are actively searching right now. DOM doesn't start until we hit the MLS but neither does real demand."

If you offer or support a Coming Soon strategy:

"Before we go live on the MLS, we have an option to build buzz without starting your days-on-market clock. It gives us a window to test pricing, collect early feedback, and create some urgency before the home is available to everyone. It's not right for every listing but here's when it makes sense for yours..."

The one thing both sides agree on

Sellers who don't understand what Coming Soon is (or isn't) make emotional decisions based on incomplete information.

They see a neighbor's listing on Redfin labeled "Coming Soon" and assume it's a premium move. Or they don't see it and assume their agent skipped something.

Either way, the confusion costs you trust.

Takeaway: This is one of the most active debates in real estate right now, and your seller is going to hear about it from someone.

Make sure that someone is you, with a clear point of view, before the appointment is over.

Thursday ✅

That's a wrap.

The Rappin' Realtor. The Buzz Index. The concession slide. The showing decoder.

Four things you can actually use before Friday.

See you next week.

Here’s what was on this week’s agenda (you can click here to see any of the ones you missed):

Monday: 5M views. 500 closings. One very specific commitment.
Tuesday: A slide that kills concession panic before it starts
Yesterday: Zillow analyzed 600+ features. These 8 go viral.
Today: The right coming soon conversation from either side

See you next week,

- Chris Smith and Jimmy Mackin