Own Luxury Homes®
Coming Soon Listings for Luxury Homes: How Buyers Access Pre-Market Inventory
Luxury Coming Soon listings appear on Compass.com before MLS, then permanently banned from Zillow after MLS. 0 days on market accumulate during Coming Soon phase. Dual agency risk: 1 agent representing 2 sides loses sellers $2,000+ per deal on average. Own Luxury Homes® 12-Point Agent Integrity Audit™ — independent buyer representation.
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Coming Soon Listings for Luxury Homes: How Buyers Access Pre-Market Inventory
Phase 2
Coming Soon is Phase 2 of the Compass 3-phase strategy — after Private Exclusive, before MLS
Consumer Visible
Compass Coming Soon listings appear on Compass.com and are shareable with other agents
No Zillow
Coming Soon listings, like Private Exclusives, are permanently banned from Zillow after MLS entry
0 DOM
No days-on-market clock runs during the Coming Soon phase
Coming Soon is the pre-market phase that sits between a Compass Private Exclusive and full MLS entry. For buyers, it is the best moment to see a home before the wider market does. For sellers, it is the phase where genuine buyer interest is validated before the MLS clock starts. For agents, it is where the dual-agency risk is highest.
Own Luxury Homes® — 12-Point Agent Integrity Audit™
Own Luxury Homes® verifies every off-market specialist through our 12-Point Agent Integrity Audit™: zero dual-agency history in off-market transactions, a verified private buyer network independent of their brokerage, documented track record of recommending MLS when data supports it, and full disclosure of all compensation arrangements before engagement. No dual agency. Full seller representation. Assign a specialist now.
What Coming Soon Means in 2026
Coming Soon listings in 2026 exist in two contexts: (1) Compass Coming Soon: Phase 2 of the Compass 3-phase strategy. The home has completed Phase 1 (Compass Private Exclusive) and is now visible on Compass.com to all consumers. It can be shared one-to-one with agents at other brokerages. It still does not appear on the MLS or on Zillow. (2) MLS Coming Soon: some MLS systems allow agents to mark a listing as Coming Soon in the MLS database before the active date. This keeps the listing off Zillow during the pre-marketing window but begins the MLS clock in some systems.
Zillow Bans Coming Soon Listings
Any listing that went through Compass Coming Soon before MLS entry is permanently banned from Zillow’s platform under LAS (upheld February 2026). The trade-off for buyers: early access to the property. The trade-off for sellers: permanent loss of Zillow visibility.
How Buyers Find Coming Soon Listings
(1) Compass.com: Coming Soon listings are visible to all consumers on Compass.com. Buyers do not need a Compass agent to browse Coming Soon on the platform. However, to schedule a showing or make an offer during the Coming Soon phase, buyers typically need to work through an agent.
(2) Agent networks: agents at non-Compass brokerages can request access to Compass Private Exclusives and Coming Soon listings through the Compass Private Exclusives Book, which Compass launched in May 2025. A buyer whose agent is connected to this network has Coming Soon access regardless of brokerage.
(3) Direct registration: UHNW buyers who register as verified buyers with major brokerages including Own Luxury Homes® may receive direct notification of Coming Soon inventory in their target markets and price range.
The Dual-Agency Risk During Coming Soon
The Coming Soon phase is the moment of highest dual-agency risk. The listing agent has exclusive access to the property, knows the seller’s motivation and timeline, and is motivated to close before MLS entry (which would expand competition). If a buyer comes through the listing agent during Coming Soon, the agent represents both parties. This is dual agency. The buyer has no independent representation. See: Dual Agency and Off-Market Luxury Homes. A buyer’s agent from Own Luxury Homes® provides independent representation during the Coming Soon phase.
Ryan Brown, Principal Broker & CEO — Own Luxury Homes®
“Coming Soon is where the best early-access deals happen — and where buyers without independent representation get taken advantage of. The solution is a buyer’s agent who is not the listing agent. That is not a complicated concept. It is just not practiced consistently enough.”
Own Luxury Homes® — Coming Soon access. Independent buyer representation. 12-Point Agent Integrity Audit™. Contact us now ›
"The introduction Own Luxury Homes® makes is to a specialist with documented closing history in your specific market — not the county, not the metro, the submarket you're actually selling or buying in. That's the standard we verify before your name goes anywhere."
— Ryan Brown, Principal Broker & CEO, Own Luxury Homes® (FL License BK3626873)