The National Association of REALTORS® (NAR) recently released guidance clarifying how “Coming Soon” and pre-marketing strategies fit within MLS policy.

The key takeaway is simple: there is no one-size-fits-all national rule for “Coming Soon.” Instead, compliance depends on your listing agreement, your marketing activity, and your local MLS rules.

“Coming Soon” Is a Strategy, Not a Status

NAR emphasizes that “Coming Soon” is a marketing approach, not a nationally defined MLS status. Each MLS, including SWMLS, determines how (or if) that status is used and what rules apply.

Before marketing a property as “Coming Soon,” brokers should confirm a few fundamentals:

• A signed exclusive listing agreement is in place
• The listing is submitted to the MLS within the required timelines
• Any public marketing aligns with Clear Cooperation requirements

NAR’s “Things to Consider when Assessing Coming Soon Listings” reinforces that public marketing, not MLS entry, is what triggers Clear Cooperation obligations.

Use the Checklist to Stay on Track

To help brokers navigate these decisions, NAR released the “Assessing Coming Soon Listings Checklist.”

This checklist walks through key questions, including:

• Is there a valid listing agreement?
• Has the listing met MLS submission deadlines?
• Is the listing being publicly marketed?
• Does your MLS allow a “Coming Soon” or similar status, and what restrictions apply?

It also highlights that local MLS rules may include limits such as no showings, restricted syndication, or delayed Days on Market tracking.

Office Exclusive Listings Require Extra Care

Sellers may choose to keep their property off the broader market through an Office Exclusive listing. That choice comes with clear responsibilities.

According to NAR guidance:

• The seller must sign a disclosure acknowledging they are waiving MLS exposure
• The property cannot be publicly marketed
• If public marketing occurs, the listing must be entered into the MLS within one business day

At the local level, GAAR and SWMLS require documentation to support that decision. If your client chooses an Office Exclusive listing, you must submit the GAAR Brokerage/Office Exclusive Listing Addendum (NMAR Form 6310) to compliance upon execution.

What This Means for Brokers

“Coming Soon,” Delayed Marketing, and Office Exclusive options all provide flexibility for sellers, but they are not interchangeable. Each comes with specific rules tied to marketing activity, disclosure, and MLS participation.

The safest approach is to:

• Start with the listing agreement
• Be clear on your client’s goals and level of exposure
• Follow local MLS rules closely
• Use NAR’s checklist as a quick compliance gut check

In short, strategy is flexible. Compliance is not.

SWMLS has provided a Broker Kit to aid conversations with clients

It’s a quick way to train your team, keep everyone aligned, and give sellers confidence that you’re up to speed.

Downloadables:

• Handout 
• PowerPoint
• SWMLS Office Exclusive Addendum
• Graphics to share with clients