In the old days of real estate, you put a sign in the yard on Friday and hoped for a showing on Saturday.

In late 2025, that is a rookie mistake.

With inventory rising and buyers becoming more selective, the most successful sellers in New Hanover, Pender, and Brunswick counties are treating their home launch like a movie premiere. They aren't just "listing" their homes; they are running a "Coming Soon" campaign.

But in North Carolina, there are strict rules about how you can do this. Do it right, and you build a line of buyers at your door on Day 1. Do it wrong, and you face a $1,000 fine from the MLS.

Here is your guide to mastering the "Pre-Launch."

1. The Golden Rule: "Coming Soon-No Show" (CSNS)

In our local MLS (NCRMLS), there is a specific status called Coming Soon-No Show.

What it is: It allows us to input your home into the MLS so agents can see it, but it is not yet active for the public on Zillow/Realtor.com (though some syndication is allowed depending on settings).

The Rule: You cannot show the home to anyone while it is in this status. Not your neighbor, not a "preview" for a buyer agent. If a single person tours the home, we are required to flip it to "Active" immediately.

The Fine: The penalty for breaking this rule is steep—often $1,000. This ensures fair play.

2. The Massive Benefit: The "DOM" Pause Button

This is the secret weapon of the Coming Soon status.

The Math: "Days on Market" (DOM) is the single most important statistic for your listing. A home with 3 DOM is "hot." A home with 45 DOM is "stale."

The Win: In our market, Days on Market do NOT accrue while your home is in "Coming Soon" status.

The Strategy: We can list your home as "Coming Soon" for up to 30 days while you finish painting or staging. We can market it, blast it to our email list, and put a sign in the yard—all while the DOM clock sits at Zero. When you finally go "Active," you have weeks of built-up interest, but you still look brand new to the algorithm.

3. 2025 Marketing Tactics: The "Digital Tease"

Since buyers can't see the home yet, we have to make them crave it. In 2025, static photos aren't enough.

The "Sneak Peek" Reel: Vertical video is king. We shoot a 15-second Instagram Reel or TikTok that shows just the best features—the quartz waterfall island or the sunset view from the porch—set to trending audio. It creates mystery.

The "VIP" Email Blast: We segment our database of thousands of buyers. We send a specific "Off-Market Alert" to buyers looking in your exact zip code. The subject line? "Exclusive: Coming to Hampstead in 10 Days."

The "Soft Launch" Open House: We schedule a massive Open House for the first day the home goes Active. During the "Coming Soon" phase, we advertise this date everywhere. It concentrates all the buyer energy into a single 4-hour window, creating the psychological "Social Proof" of a crowded room.

4. The Risk: The "Sight Unseen" Offer

Sometimes, the hype works too well.

The Scenario: A buyer sees our "Coming Soon" marketing and submits a full-price offer sight-unseen, begging you to accept it before the home goes Active.

The Dilemma: It’s tempting to take the money and run. But if one buyer is willing to pay full price without seeing it, there are likely three more who would pay over asking price if you let them compete.

My Advice: Unless the offer is an absolute "Godfather Offer" (way over market value with non-refundable cash), we usually recommend waiting. Let the market speak.

The Bottom Line

You only get one chance to make a first impression. The "Coming Soon" strategy allows you to build anticipation, test the pricing feedback from agents, and ensure that when you finally hit the market, you land with a splash, not a ripple.

At Aspyre Realty Group, we build a custom "Launch Calendar" for every listing. We know exactly when to drop the teaser video and when to plant the sign to maximize your Day 1 traffic.