A note from Marta
A quick take on “Coming Soon.”
You've seen the signs around Desert Mountain — homes marked Coming Soon, sometimes for weeks. It reads like momentum. Sometimes it is.
Here's what it actually is: a pre-marketing window. The listing is signed, showings haven't started, and the days-on-market clock sits at zero while the launch gets built — photography, staging, word of mouth. Done right, the home opens to a crowd, and a strong first weekend does the negotiating for you.
Done wrong, it's a quiet price test. Exposure stays limited, buyers' agents learn to wait you out, and a home that lingers in Coming Soon starts negotiating against itself — before the clock has even started.
Arizona's MLS is honest about the trade. To use Coming Soon, the seller signs a disclosure acknowledging they are delaying the broad and immediate exposure of their listing. That isn't my opinion — it's the form.
Used well, Coming Soon is a runway. Used alone, it's a stall.
I wrote a full guide on when the window helps, when it costs you, and what to ask before you agree to one — read the Coming Soon guide. And if you're weighing a sale behind these gates, start with the truth: what your home is worth on the open market.