1. Objective
This SOP defines how a Virtual Assistant (VA) manages the Coming Soon phase — from MLS status setup through the day-by-day pre-launch countdown — so that when the listing goes active, maximum buyer interest has already been built.
A well-executed Coming Soon campaign creates urgency before the first showing is ever scheduled. Buyers who know a listing is coming start planning. Agents start preparing their clients. A listing that was "expected" has an audience waiting on Day 1. A listing that appears without warning has to earn that audience from scratch.
The purpose of Coming Soon is to arrive with momentum, not to start from zero.
Where this SOP starts: Agent confirms a Coming Soon strategy for a specific listing.
Where this SOP ends: MLS status transitions from Coming Soon to Active and the launch sequence in Listing Launch Day Checklist begins.Success looks like: On launch day, the agent already has showing requests waiting, buyer agent inquiries in the inbox, and an audience ready — because the Coming Soon window built that interest systematically.
2. Your Role & Boundaries
2a. What you handle independently
- Confirming the agent's MLS board's Coming Soon rules before doing anything
- Setting the MLS Coming Soon status per board rules
- Building and scheduling all Coming Soon marketing assets (social teaser, email alert)
- Preparing the agent-to-agent outreach contact list (the agent makes the calls)
- Running the day-by-day pre-launch countdown checklist
- Transitioning the listing from Coming Soon to Active per the confirmed launch date
2b. What requires agent approval before acting
- The decision to use Coming Soon for this listing — this is the agent's strategy call
- The confirmed launch date — all countdown timelines are calculated from this date
- Any address or pricing information included in pre-market marketing — some agents and markets handle this differently; confirm for each listing
- All marketing copy before it is used (social captions, email copy)
- The agent-to-agent outreach — the agent makes those calls; the VA prepares the list
2c. What you never do
- You never negotiate on the agent's behalf under any circumstances.
- You never provide pricing, legal, or strategic opinions to any party.
- You never sign or initial any document on behalf of the agent, client, or any party.
- You never communicate directly with the other party's client.
- You never set up Coming Soon status without confirming the MLS board's rules first — rules vary significantly by board.
- You never allow showings during the Coming Soon period if the board's rules prohibit it — confirm before any showing request is accepted.
- You never launch the Active listing without explicit agent confirmation on the go-live date.
When in doubt about MLS rules: Call or email the MLS board's member support line. Do not guess on a compliance question.
3. Schedule & Trigger
Trigger: Agent confirms Coming Soon strategy and provides the target launch date.
Not every listing uses Coming Soon: This SOP applies only when the agent explicitly chooses this strategy. Many listings go straight to active. Coming Soon is most valuable for properties in high-demand areas where pre-market interest is realistic.
Timing: The Coming Soon window is typically 7–21 days before launch (rules vary by MLS board). Confirm the maximum allowed duration with the board. Running Coming Soon for longer than necessary delays market exposure — keep the window tight enough to build momentum but short enough to maintain urgency.
Sequence context: This SOP runs after Listing Preparation Coordination and in parallel with the pre-launch marketing build in Listing Marketing Campaign (Pre-Launch through Just Sold). It ends when the listing transitions to Active and Listing Launch Day Checklist takes over.
4. Step 1: Confirm MLS Coming Soon Rules
Before setting any status or creating any marketing, confirm the agent's specific MLS board's Coming Soon rules:
Questions to confirm:
| Question | Why It Matters |
|---|---|
| Does this MLS offer a Coming Soon status? | Not all boards do — some only have Active and Coming Soon in limited circumstances |
| Are showings allowed during Coming Soon? | Most boards prohibit showings in Coming Soon — violating this can result in MLS fines |
| What information is visible to the public? | Some boards show address; others show only neighborhood or nothing at all |
| What is the maximum Coming Soon duration? | Typically 7–21 days; varies by board |
| Are there any marketing restrictions? | Some boards restrict advertising address, price, or photos during Coming Soon |
Where to confirm: The agent's MLS board member handbook or member support line. Do not rely on general knowledge — rules change and vary by board.
Document the confirmed rules in the transaction file before proceeding.
5. Step 2: MLS Coming Soon Setup
Once rules are confirmed and the agent approves:
- Log in to the MLS platform
- Create a new listing entry (or convert draft to Coming Soon status — per MLS workflow)
- Set status to Coming Soon
- Enter the confirmed go-live date (the date the listing will transition to Active)
- Enter all available property information — what is permitted to be visible
- Confirm that no information prohibited by board rules is entered or visible
- Take a screenshot confirming Coming Soon status is set correctly
- File screenshot to transaction file →
04 - MLS Draft
Note the listing number — needed for all marketing materials and syndication.
6. Step 3: Coming Soon Marketing
Build and deploy the following marketing assets during the Coming Soon window. All copy must be agent-approved before use.
Social Media Teaser Post
Purpose: Create awareness with the agent's social media following — buyers and buyer agents who follow the agent will know to expect this listing.
What to include:
- Compelling teaser language — create curiosity without necessarily revealing the address (confirm with agent whether to include address per board rules and agent preference)
- General description: neighborhood, key features, price range (if the agent wants to share)
- Go-live date — create urgency with a specific date
- CTA: "DM [Agent Name] to get notified the moment this one hits the market"
Caption example (adapt to agent's brand voice):
Coming Soon to [Neighborhood] — and this one is worth the wait.
[2–3 sentences describing the standout features without giving everything away]
Going live [Day, Date]. Want to be first through the door?
DM us or drop a comment below.
[Hashtags]
Post timing: Immediately after Coming Soon status is confirmed on MLS. A second reminder post 2–3 days before launch is appropriate if the window is 7+ days.
Email to Buyer Database
Purpose: Notify the agent's buyer database directly — these are the most motivated buyers already in the pipeline.
Subject line: Coming Soon: [Brief Property Description, e.g., "3BR in Forest Hills"] — Going Live [Date]
Email content:
- Brief property description (same discretion about address per board rules)
- Key features that will appeal to active buyers
- Go-live date and first-day showing availability (if agent is offering)
- Direct CTA: "Reply to this email / call [Agent Name] to get on the list"
Send immediately after Coming Soon is set. Confirm the send list with the agent — typically the active buyer database, not the full newsletter list.
Agent-to-Agent Outreach List
Purpose: Agents with active buyer clients in this price range and neighborhood should know what's coming.
Prepare a list of buyer agents to contact from:
- Recent MLS buyer-side transactions in the same neighborhood/price range (last 90 days)
- Any buyer agent inquiries on past listings by this agent in similar properties
Format the list as: Agent Name | Brokerage | Phone | Email | Why included (e.g., "buyer-side sale at [address] — 30 days ago")
Send the list to the agent with a note:
Hi [Agent Name] — here is the agent-to-agent outreach list for [Address / Coming Soon listing]. [X] agents with recent buyer activity in the area.
Up to you on timing and approach — let me know if you'd like me to draft a short message to email to the list, or if you prefer to call directly.
[VA Name]
The agent makes all direct contact — the VA prepares the list and any draft message.
7. Step 4: Day-by-Day Pre-Launch Countdown
Use this countdown to ensure everything is ready before the status transitions to Active.
| Countdown | Action |
|---|---|
| 7 days out | Confirm launch date is still on track. All marketing assets (pre-launch phase from Listing Marketing Campaign (Pre-Launch through Just Sold)) should be in progress. Photography scheduled. |
| 5 days out | Property description drafted and with agent for approval. Social graphic for Just Listed built (separate from Coming Soon teaser). |
| 3 days out | All pre-launch assets approved. MLS draft complete and agent-reviewed. Showing platform confirmed active (see Showing Platform Setup & Management). Reminder teaser social post published. |
| 1 day out | Confirm all assets are staged and ready for launch day execution. Agent confirms go-live is still on schedule. Review Listing Launch Day Checklist launch sequence. |
| Launch morning | Execute Listing Launch Day Checklist launch sequence. |
If any item is not complete by its checkpoint, flag to the agent immediately — do not wait until launch morning to discover a problem.
8. Step 5: Transitioning from Coming Soon to Active
On launch day:
- Follow Listing Launch Day Checklist for the full launch sequence
- Update MLS status from Coming Soon to Active per the confirmed go-live time (target morning activation)
- Confirm all pre-loaded marketing assets fire on schedule: social posts, email deployment
- Notify agent when Active status is confirmed live
The transition is not complete until the MLS status is confirmed Active and the VA has verified the listing is visible. Take a screenshot confirming Active status and file it.
9. Checklist
Setup
- ☐ Agent confirmed Coming Soon strategy for this listing
- ☐ Launch date confirmed
- ☐ MLS board Coming Soon rules confirmed (showings allowed? address visible? duration limit?)
- ☐ Rules documented in transaction file
MLS Setup
- ☐ Coming Soon status set in MLS
- ☐ Go-live date entered correctly
- ☐ No prohibited information entered
- ☐ Screenshot confirming Coming Soon status filed
Marketing
- ☐ Social teaser post drafted, agent-approved, published
- ☐ Buyer database email drafted, agent-approved, sent
- ☐ Agent-to-agent outreach list prepared and sent to agent
Countdown
- ☐ 7-day checkpoint complete
- ☐ 5-day checkpoint complete — description and assets in progress
- ☐ 3-day checkpoint complete — all assets approved, MLS draft reviewed
- ☐ 1-day checkpoint complete — all assets staged and ready
- ☐ Agent go-live confirmed
Launch
- ☐ Listing Launch Day Checklist launch sequence executed
- ☐ MLS status confirmed Active
- ☐ Screenshot of Active status filed
10. Tools & Access
| Item | Details |
|---|---|
| MLS platform | [For Coming Soon setup and Active transition — confirm access during onboarding] |
| MLS board rules | [Board handbook or member support line — confirm before first use of this SOP] |
| Social media platforms | [For teaser post — confirm platforms and access per Social Media Content Calendar Management] |
| Email marketing platform | [For buyer database alert — confirm platform and buyer list per Listing Marketing Campaign (Pre-Launch through Just Sold)] |
| Transaction file | [Google Drive → Listing folder → [Address]] |
| Agent's preferred channel | [For countdown checkpoint escalations] |