Coming Soon is an MLS status, not a state law, so your governing MLS decides the details. Across California, requirements vary by MLS. You may need a signed listing agreement and a seller-signed Coming Soon form, and some MLS policies prohibit in-person showings and require prompt MLS filing after public marketing. San Diego tightened its policy in July 2026 to a 30-day maximum, while CRMLS guidance references 21 days.
TL;DR:
- Treat every sign, social post, flyer, website teaser, and public message as marketing; label it Coming Soon and enter the listing in the MLS first.
- Setting Publish to Internet to No keeps a listing off public portals, but the choice is all or nothing, and already distributed details may persist.
- CRMLS days on market begin when a listing turns Active, while portals may show separate days on market and price histories after public distribution.
- For a longer delay or in person showings, consider Active with Publish set to No, and record the seller’s choice on the required forms.
Table of Contents
- What should you confirm before using a Coming Soon status?
- What marketing can you do while a listing is Coming Soon?
- Which forms and MLS fields do you need to complete?
- How do days on market and automatic status changes work?
- How do CRMLS, SDMLS, and delayed marketing options compare?
- What mistakes lead to fines, and how do you avoid them?
- How do you run a compliant Coming Soon listing, step by step?
- Why does informed seller consent matter more than the status you pick?
- FAQ
- Sources
What should you confirm before using a Coming Soon status?
There is no single California or NAR Coming Soon rule. NAR’s 2026 checklist stresses that each MLS controls statuses, feeds, showing restrictions, and days on market treatment. Run through this list at the listing appointment:
- A valid signed listing agreement exists before anything is entered in the MLS.
- The Coming Soon seller instruction and certification form is signed and saved in the broker file.
- You and the seller have decided the Publish to Internet setting.
- The Start Showing Date falls inside your MLS’s maximum, whether that is 21 days or 30.
- You understand the automatic conversion rule, so the listing flips to Active without surprises.
- Every piece of marketing copy and the seller’s approval of it is saved with a date.
Pro Tip: Photograph the signed forms and the approved ad copy the same day and file them together. If a compliance reviewer ever asks, you can provide the records promptly.
We also keep a local walkthrough of this process in our San Diego Coming Soon plan.
What marketing can you do while a listing is Coming Soon?
Marketing is generally allowed, as long as it is labeled as Coming Soon and the home is never shown. CRMLS guidance says public marketing requires an MLS entry. Under Clear Cooperation rules, public marketing covers signs, websites, social media, flyers, public apps, written communications, and open houses.
What that means in practice:
- Yard signs, social posts, flyers, and web teasers all count as public marketing, so each must say “Coming Soon.”
- Showings, open houses, and broker tours are off the table. If your copy implies a home can be viewed, fix it.
- Portal syndication is the trap. Once data reaches third-party sites, those sites may cache or keep it even if you later change the field.
- Date every ad and keep the seller’s written sign-off next to it.
Tell sellers early that a teaser posted today can live on a portal long after the status changes.
Which forms and MLS fields do you need to complete?
The paperwork is where most fines start. SDMLS FAQs require a valid listing agreement plus the Coming Soon Seller Instruction and Certification, retained in the broker file. Entering a listing without that agreement can bring fines or removal.
- The Start Showing Date is mandatory and cannot exceed your MLS’s maximum timeframe.
- Check whether your MLS requires an exterior photo before you enter the listing.
- Publish to Internet set to No keeps the listing off public portals, but it is all or nothing. You cannot block individual portals selectively.
- Once a listing goes Active, it cannot be reverted to Coming Soon or reused by the same listing brokerage.
Pro Tip: Plan the photo shoot before you create the listing. A seller photo checklist helps you have the exterior shot ready the day you enter the MLS.
For more on entry mechanics, see our guide to entry-only MLS steps.
How do days on market and automatic status changes work?
Under CRMLS rules, days on market do not accrue while a listing is Coming Soon, and the count starts when it turns Active. Duration differs by MLS: CRMLS guidance allows up to 21 days, while SDMLS policy effective July 7, 2026 sets a 30-day maximum with automatic conversion to Active on day 31 or earlier on the Start Showing Date.
Third-party sites may track days on market and price history differently once data has been distributed publicly. Tell sellers that their portal history might not match the MLS record.
Choose the Start Showing Date carefully. A date set too far out, or one that lets the clock expire, can create unintended days on market or price-history entries.
How do CRMLS, SDMLS, and delayed marketing options compare?
The right status depends on how long the seller wants a delay and whether showings are needed.
- CRMLS: Coming Soon generally runs up to 21 days. Marketing is allowed if labeled, showings are not, and the Coming Soon form is required.
- SDMLS (July 2026): The maximum is 30 days, and public distribution is on by default unless Publish to Internet is set to No. In-person showings are strictly prohibited, including listing-agent showings, open houses, and broker tours. The listing must show the date it will become Active.
- DMEL/DMLE: A seller who needs a longer delay or in-person showings may need Active with Publish set to No, not Coming Soon.
- Documentation: Whatever you choose, confirm the local MLS rule and record the seller’s choice on the C.A.R. MLSA and SELM instructions.
Some sellers are better served by a brief private test than by any pre-market status. We explain that tradeoff in our off-market versus MLS article.
What mistakes lead to fines, and how do you avoid them?
The usual violations are public marketing before the MLS entry, allowing showings during Coming Soon, failing to retain required forms, and entering a listing without a valid listing agreement. CRMLS notes that fines apply for improper use or late MLS submission.
Prevention comes down to habits. Keep dated, seller-signed forms. Save copies of every ad. Log the Start Showing Date and any Publish to Internet opt-outs. If you spot a status error, correct it quickly through your MLS compliance channel instead of hoping nobody notices.
How do you run a compliant Coming Soon listing, step by step?
- Meet the seller. Explain how exposure will work, get the signed listing agreement and the Coming Soon seller instruction, and log the seller’s consent.
- Enter the MLS record. Select Coming Soon, set a Start Showing Date within your MLS’s limit, apply the seller’s Publish to Internet choice, and upload any required exterior photo.
- Market with labels. Use “Coming Soon” copy only, schedule no showings or open houses, and keep every ad with the seller’s sign-off.
- Launch. On or before the Start Showing Date, switch to Active, confirm how days on market behave, and file all documentation in the broker file.
Pro Tip: Put the Start Showing Date in your calendar with a reminder two days earlier. Automatic conversion is convenient only when you are ready for it.
Why does informed seller consent matter more than the status you pick?
In my view, the status is never the point. The seller’s goals are. California DRE guidance frames Coming Soon as something that has to serve the seller, which means explaining plainly how exposure works and writing down what the seller chose. San Diego rules just shifted, so local knowledge matters more than a template.
— Ryan Case
This article is general information, not a substitute for advice from a qualified lawyer. Consult a qualified legal professional about your own circumstances before acting on anything here.
FAQ
Is a Coming Soon listing a good idea?
It can be, when the seller wants a short window to prepare and gather buzz before showings begin. It works best with a firm Start Showing Date and clear labeled marketing. If the seller needs a longer delay or in-person showings, a delayed marketing option may fit better.
What does it mean when a listing says “Coming Soon”?
It means the home is about to be marketed but cannot be shown yet. Under CRMLS guidance, marketing is allowed if labeled, and showings are not. The listing becomes Active on its Start Showing Date.
Is there one statewide rule for Coming Soon in California?
No. Coming Soon is not nationally defined, and each MLS decides whether it exists and what restrictions apply. Always verify your governing MLS before acting.
How long can a listing stay Coming Soon?
It depends on the MLS. CRMLS guidance references up to 21 days, and SDMLS now allows a maximum of 30 days with automatic conversion to Active.
Sources
- Coming Soon Status | Rv June 2026 : San Diego | MLS – Support
- Coming Soon Status – CRMLS Knowledgebase
- Assessing “Coming Soon” Listings Checklist