NAR Weighs In on Coming-Soon Listings

CHICAGO — As major real estate portals roll out new ways to display “coming soon” and pre-market listings to consumers, the National Association of Realtors® reaffirmed its stance on transparency, as the industry debates how listings should be shared and who gets to see them first.

For Realtors®, the issue goes to the core of how business is conducted: whether listings are widely available through the MLS or selectively marketed through private networks. In a statement released last week, NAR emphasized that the MLS remains the foundation of a fair and competitive marketplace, supporting policies that promote equal opportunity, clear market visibility and broad exposure for sellers.

The statement follows new initiatives from portals and brokerages to expand pre-market listing visibility, raising questions about how those efforts fit within existing MLS rules and NAR’s broader push to balance seller flexibility with an open, consumer-focused marketplace.

The NAR statement:

“The American housing market is the most consumer friendly, transparent, and efficient across the world, in large part because of the MLS system. The MLSs provide an efficient and reliable marketplace, which allows sellers to market their properties in accordance with their interest and potentially receive the best offer. Likewise, they provide buyers the ability to learn about as many properties on the market that meet their criteria. NAR will continue to be a pro-consumer association that champions MLS policies that advance fair housing, ensure equal opportunity to housing, and facilitate transactions that benefit home buyers and sellers. All agents who participate in MLSs agree to follow their MLSs policies regarding listing standards. Due to the unique needs and characteristics of local housing marketplaces, NAR MLS policies provide each MLS with the flexibility to establish local rules that work best for their brokers, agents, and consumers, including policies regarding pre-marketing efforts.”

NAR’s position is rooted in its Clear Cooperation policy, which requires listings to be submitted to the MLS within one business day of being publicly marketed. The policy is designed to ensure buyers and brokers have equal visibility into available inventory, while still allowing pre-marketing strategies such as “coming soon” and office exclusives.

A newer policy, Multiple Listing Options for Sellers, adds another layer by giving sellers more flexibility to delay public marketing, while allowing MLSs to set local rules around how long that delay can last.

Source: National Association of Realtors® (NAR)

© 2026 Florida Realtors®