The recent surge in “Coming Soon” listings, driven by new syndication deals between real estate portals and brokerage firms, has sparked a debate over market transparency and property valuation. While these listings can increase exposure for sellers, they also raise concerns about fair competition and the accuracy of market data.
Key Developments in the “Coming Soon” Boom
Expanded Syndication: Major portals like Zillow, Realtor.com, and Homes.com have struck deals to display “Coming Soon” listings that were previously restricted to private or internal brokerage networks.
- Industry Pushback: Organizations like the Council of Multiple Listing Services (CMLS) have warned that aggressive pre-marketing could fragment the housing market and create “revere steering,” where seller choice is prioritized over broad market cooperation.
- Varying Strategies: Brokerages like Compass, eXp Realty, and HomeServices of America use different pre-marketing approaches, leading to questions about which methods truly benefit the consumer versus the firm.
Questions of Value and Transparency
- Data Fragmentation: When properties are marketed privately before hitting the MLS, it can be difficult for buyers to understand the true “market value” because not all comparable sales are publicly visible.
- Fairness Concerns: Critics argue that “Coming Soon” strategies can limit visibility for some buyers while giving others an unfair head start, potentially impacting the final sale price.
- MLS Rule Changes: To address these issues, some MLSs are implementing rules that cap “Coming Soon” visibility or require syndication to foster greater transparency for both professionals and consumers
Peace be with you
Click to View Ford Realty’s Google Reviews
Ford Realty Beacon Hill – Condo for Sale Office
Boston condos for sale – Ford Realty Inc
Updated: Boston Condos for Sale Blog 2025
Byline – John Ford Boston Beacon Hill Condo Broker 137 Charles St. Boston, MA 02114
