Coming-soon listings sell for more than private and standard listings
A new independent report offers a clear takeaway for sellers: broad exposure matters, and a thoughtful coming-soon strategy can add value.
The Association of Real Estate License Law Officials analyzed more than 10 million residential transactions from January 2024 through June 2026. Unlike studies sponsored by companies with a direct stake in private-listing policy, this white paper was designed to give regulators and industry leaders an independent view of how each approach performs.
Coming-soon momentum is growing
High-confidence private listings declined 2% from 2024 to 2025, then fell another 3% during the first half of 2026. Coming-soon listings moved in the opposite direction—up 4% in 2025 and 13% in the first half of 2026.
The price gap changes by market
Lower-priced homes saw the sharpest private-listing penalty, selling for a median $5,055 less than comparable standard MLS listings and $9,212 less than coming-soon listings. Urban sellers also experienced the widest spread: coming-soon homes sold about 1.77% above standard listings, while private sales landed about 1.54% below them.
The report also flags fair housing questions. Private listings sold for 0.88% less in majority-white neighborhoods, compared with 2.21% less in majority non-white neighborhoods and 3.33% less in majority-Hispanic neighborhoods. ARELLO cautioned that the data does not prove discrimination, but does warrant closer attention to access and marketing practices.
This page summarizes reporting by Real Estate News. Read the original story for the complete methodology, context and source links.
Read the original report