The conversation around pre-marketing and coming soon listings changed quickly in March 2026. After several major portals and brokerages made public moves around private listings and coming-soon exposure, the National Association of REALTORS® (NAR) released a statement reinforcing a key point: local MLSs still have flexibility to create rules that fit their own markets, including rules around pre-marketing.

For real estate professionals, this matters because the issue is no longer just about one policy. It is now about how MLS rules, portal programs, broker strategy, seller choice, days on market, and public exposure all interact.

Why This Matters Right Now

According to NAR, this latest statement came after a week of major announcements and posturing from large residential real estate companies and portals about how they would handle private listings and coming-soon inventory.

That means agents are working in an environment where listing visibility is no longer a simple on/off decision. Sellers may want early exposure without formally going live. Buyers want fair access to inventory. Brokerages want more control over listing strategy. Portals want listing supply. MLSs want clear local rules.

NAR’s message was clear: local marketplace differences still matter.

NAR’s Main Position

NAR’s statement was straightforward: because every housing market is different, NAR MLS policies allow local MLSs to establish rules that work best for brokers, agents, and consumers, including rules related to pre-marketing efforts.

That does not mean there is no national framework. It means the national framework leaves room for local implementation.

This is an important distinction. Many agents hear national headlines and assume the same rule must apply everywhere. NAR is signaling that local MLS governance still plays a central role in how pre-marketing and coming-soon practices are handled.

What Happened With the Major Portals

Part of the reason this issue became so visible is that large portals made announcements within days of each other.

Realtor.com

Realtor.com said it had reached an agreement with eXp to syndicate eXp’s coming-soon listings to the site. Realtor.com’s CEO argued that a public coming-soon status supports transparency, broader buyer access, and better price discovery for sellers.

Zillow

Zillow announced Zillow Previews, a program allowing brokerages to place pre-market listings on Zillow and Trulia before those homes are active on the MLS. Zillow said these preview listings can appear prominently in search, and consumers may be able to contact the listing agent or schedule a tour once the property becomes active.

Zillow also noted that preview listings may avoid accumulating days on market and may not show price-change history while in preview mode.

Homes.com

Homes.com, through CoStar Residential, said it would allow brokers and agents to showcase pre-market listings for free as coming soon. It added that sellers and agents could decide when the days-on-market clock starts, noting that many MLSs already offer a coming-soon option.

What Clear Cooperation Does and Does Not Do

A lot of confusion in this debate comes from misunderstanding NAR’s Clear Cooperation Policy.

NAR’s Clear Cooperation Policy took effect in 2020 and requires broker participants in REALTOR® association-owned MLSs to submit listings to the MLS within one business day of marketing the property to the public.

However, NAR also made clear that Clear Cooperation does not prohibit pre-marketing options like coming-soon listings or office exclusives. Instead, the policy is intended to support market clarity, equal opportunity, and fuller visibility into available inventory.

This is the part many agents and consumers miss: the policy is not simply “no pre-marketing allowed.”

It is more accurate to say that public marketing triggers cooperation requirements, while certain listing options can still exist within the broader policy structure.

The Role of Multiple Listing Options for Sellers (MLOS)

NAR also pointed back to its newer policy statement, Multiple Listing Options for Sellers (MLOS), announced in March 2025.

NAR said MLOS operates alongside Clear Cooperation and gives sellers more choice around delayed marketing, while still allowing local MLSs to decide how long that delayed marketing period may last.

This matters because it shows NAR is trying to balance two competing realities:

1. Sellers want more flexibility.

2. The industry still wants transparency, cooperation, and broad visibility for available inventory.

The practical takeaway is that the rules are not moving toward a one-size-fits-all national model. They are moving toward a framework where seller choice exists, but local MLSs still decide how that choice works in practice.

What This Means for Sellers

For sellers, coming-soon exposure can sound appealing. It may offer a way to test demand, build interest, and prepare for launch without immediately triggering the full public-market experience.

But the real question is not whether coming soon is good or bad. The question is whether it serves the seller’s specific goals.

A seller may benefit from a coming-soon strategy if they need time to finish prep work, coordinate timing, or build anticipation before active market launch.

At the same time, sellers need to understand how local MLS rules, portal display policies, days on market, lead routing, and price-history visibility may affect the outcome.

This is where agent guidance matters most. A coming-soon plan should not be chosen just because it is trendy. It should be chosen because it aligns with the seller’s timeline, privacy preferences, pricing strategy, and exposure goals.

What This Means for Buyers

For buyers, the shift could mean greater visibility into homes before they officially hit the market, especially if more brokerages choose to syndicate coming-soon inventory to large portals.

That may sound like a win, but it also creates a more layered buying process.

Some properties may be visible before showings begin. Some may allow early contact with the listing agent. Some may be visible on one portal, another portal, or through local MLS channels depending on brokerage decisions and syndication agreements.

In other words, access may expand, but it may not become simpler.

What This Means for Agents and Brokers

Agents and brokers need to get very clear on one thing: national headlines do not replace local MLS rules.

The smartest move right now is to review your MLS’s actual:

• Coming-soon rules

• Delayed marketing policies

• Office-exclusive policies

• Syndication guidelines

• Public-marketing requirements

NAR’s statement makes it clear that local discretion remains central.

This is also a communication issue. Sellers are likely hearing pieces of this story from news articles, portal messaging, social media, and other agents. They may believe coming soon automatically means:

• More control

• Better pricing

• Fewer days on market

• Wider exposure

In reality, the answer depends on the MLS, the portal, the brokerage, and the exact marketing path being used.

That creates an opportunity for agents who can explain the options clearly and calmly.

The Bigger Industry Shift

What we are really seeing is a deeper industry battle over who controls listing visibility before a home becomes fully active on the open market.

• Portals want inventory

• Brokerages want leverage and listing strategy flexibility

• MLSs want rule consistency and cooperation

• NAR wants a national framework with room for local differences

This is why the debate is not going away soon.

Bottom Line

NAR’s latest statement did not eliminate pre-marketing or coming-soon options.

Instead, it reinforced that local MLSs still have flexibility to shape how those options work in their own markets. It also clarified that Clear Cooperation does not ban coming-soon listings or office exclusives, while newer policy options like MLOS continue to give sellers more choice around delayed marketing.

For agents, the real job now is not just knowing the headline. It is knowing your local rules, explaining the tradeoffs clearly, and helping sellers choose the strategy that best fits their goals.

FAQ

Does NAR allow coming-soon listings?

Yes. NAR says Clear Cooperation does not prohibit pre-marketing listings such as coming soon or office exclusives.

What does Clear Cooperation require?

It requires broker participants in REALTOR® association-owned MLSs to submit listings to the MLS within one business day of publicly marketing the property.

Can local MLSs make their own rules on pre-marketing?

Yes. NAR says its MLS policies give local MLSs flexibility to establish rules that work best for their brokers, agents, and consumers.

Do coming-soon listings count toward days on market?

Not always. NAR says national policy does not require MLSs to track days on market or price reductions. This remains a matter of local discretion.

Why is this becoming such a big issue now?

Because major portals and brokerages made new announcements in March 2026 about how pre-market and coming-soon listings would be displayed and syndicated, pushing the issue into broader industry focus.

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About the Author

Nancy Wittenberg is a Chandler, Arizona real estate agent with Coldwell Banker Realty who helps buyers and homeowners move forward with clarity and confidence. She is the creator of the Buyer Care Plan™, a step-by-step approach designed to guide buyers through the home-buying process with education and support.

Nancy works with both buyers and sellers throughout Chandler and the surrounding East Valley, helping homeowners sell with strategic preparation while guiding buyers through their next move.

Nancy Wittenberg
Realtor®, Coldwell Banker Realty
Chandler, Arizona