Private Listings Come Up Short as Coming-Soon Listings Gain Ground

Overview of the Study

A recent study published by HousingWire examined the performance of private listings compared to coming-soon listings in the real estate market. Utilizing a substantial dataset of 10 million sales from January 2024 to June 2026, the research aimed to assess how these two listing types stack up against each other in terms of sale prices relative to Zillow's Automated Valuation Model (AVM) expectations.

Key Findings

The study revealed that private listings are not meeting the expectations set by Zillow's AVM, indicating that properties listed privately may be selling for less than anticipated. In contrast, coming-soon listings are gaining ground, suggesting that they may be more effective in attracting buyers and achieving favorable sale prices. This shift in the market dynamics could have significant implications for how properties are marketed and sold.

The Rise of Coming-Soon Listings

Coming-soon listings are properties that are not yet officially on the market but are advertised to generate interest ahead of their public listing. This strategy allows sellers to gauge buyer interest and potentially create a competitive environment before the home is available for showings. The study's findings suggest that this approach is becoming increasingly popular among sellers, possibly due to its effectiveness in driving higher sale prices.

Implications for Home Buyers

For home buyers, the rise of coming-soon listings presents new opportunities. Buyers may find that they have access to properties before they hit the broader market, allowing them to act quickly and potentially secure a home before competition increases. This could be particularly advantageous in competitive markets where inventory is limited.

Implications for Sellers

Sellers may need to reconsider their listing strategies in light of these findings. The effectiveness of coming-soon listings could encourage more sellers to adopt this approach, as it may lead to better outcomes in terms of sale prices. By generating interest before the official listing, sellers can create a sense of urgency among potential buyers, which could ultimately benefit their bottom line.

Implications for Real Estate Investors

Real estate investors should also take note of this trend. The shift towards coming-soon listings may influence investment strategies, particularly in terms of property valuation and acquisition timing. Investors who are aware of these market dynamics can position themselves to take advantage of opportunities that arise from the increased visibility of coming-soon properties.

Conclusion

The study highlights a notable trend in the real estate market, where private listings are falling short compared to coming-soon listings. As this trend continues to evolve, it will be essential for home buyers, sellers, and investors to adapt their strategies accordingly. Understanding the implications of these findings can help stakeholders navigate the changing landscape of real estate more effectively.