Poaching pre-listings

Plus the pros and cons of ‘Coming Soon’

March 20, 2026

WELCOME

Billionaire Ken Griffin may want to keep one eye on Naples. His $238 million penthouse purchase at 220 Central Park South has held the U.S. home-sale record since 2019, but a newly listed 8-acre waterfront compound in Florida is now asking $271 million—up $61 million from the last time it hit the market. 

The property last sold for less than $1 million, which is either a remarkable real estate investment story or the most dramatic case of inflation we’ve seen yet.

SHARPEN YOUR SKILLS: Today’s Top Podcast Rec 🔊

Powerhouse brokerage leader Quiana Shonte Watson is an inspiration to ambitious women who want to learn how to build a supportive team, come out stronger on the other side of messy moments, and truly engage with their community in an impactful way. She’s a successful real estate agent, runs a growing brokerage in Atlanta’s highly competitive market, and has created a regionally known brand that commands respect everywhere it shows up—and in this interview with Glennda Baker, she shares exactly how she did it without compromising her integrity or holding back her personality.

TRACK THE MARKET: Pros and cons of pre-listings

According to a new report by Redfin economists, phased marketing is getting renewed attention as brokerages make the case that private exclusives and coming-soon listings could help draw more hesitant sellers off the sidelines. As agents have known for years, giving owners a chance to test pricing and early demand before going fully live can help reduce the risk of overpricing, public price cuts, and homes sitting longer than expected once they hit the market. But the strategy still comes with a tradeoff: more flexibility for sellers can also mean less visibility for buyers in the earliest stage of listing marketing.

What are the pros and cons?

  • Pro: It can lead to more accurate pricing from day one. Testing early buyer interest may help sellers avoid overshooting the list price, which reduces the likelihood of later price cuts and the negative signal those cuts can send.

  • Pro: It gives sellers more privacy and control. For owners who want discretion or a softer launch, phased marketing offers a way to explore demand without immediately broadcasting photos, address details, and listing history across the internet.

  • Con: It narrows exposure at the start. When listings are introduced more selectively, some buyers may miss opportunities early, which limits fairness, transparency, and who gets access first. 

Regardless of the debate, Redfin economists estimate that allowing—or even encouraging—pre-listings with a ‘Coming Soon’ or ‘Private Exclusive’ marketing strategy could increase housing inventory by as much as 12% and gently push hesitant sellers towards making the jump to publicly list.

All this talk about pre-listings and early exposure raises a bigger question: once your listing is live, who's fielding buyer interest at midnight on a Wednesday? Homes Ai on Homes.com essentially turns your listing into a round-the-clock open house—buyers can ask about ceiling heights, compare kitchens across listings side by side, and walk through Matterport 3D tours on their own time. By the time they reach out, they've already done the homework, which means fewer tire-kickers and more productive conversations. And because Homes.com runs on a Your Listing, Your Lead model, every inquiry goes directly to you. No lead diversion, no commission splits. Schedule a demo with a Homes.com rep and pick up a $100 gift card while the offer lasts.

DIVE IN

The Friday Five

📖 Masterclass in restraint. Why Palmares is Vilamoura, Portugal’s quieter architectural sibling. 

👀 $10M and 10K sqft. Along the Algarve coast these show-stoppers are selling fast. 

👀 Marilyn Monroe’s mansion. See inside the Palm Springs home with a classic Hollywood story and a trendy Mid-Century motif. 

💡 Do what they don’t. Ask yourself these questions when you need a quick motivational boost. 

💡Investment income? These 40 acres of historic homes, barns, and buildings are on the market for just $6M.

WHAT’S NEW FROM ESTATE MEDIA

Poaching the pre-listings

Speaking of pre-listings… Compass and Rocket have been testing pre-market listings for months—and now Zillow is getting in on the early exposure game. By partnering with major brokerages like Keller Williams and RE/MAX to get early access to listings, Zillow is aiming to build interest in the properties before they hit the market and before they land on other listing platforms. 

The move could help accelerate sales for sellers with desirable properties and give buyers more options earlier in the process. But it also chips away at agents’ ability to use their own pre-market networks as a selling point when pitching listings. 

Tap to read the full story and find out how this beta test could impact your business.

FEATURED LUXURY LISTING

Echo Peak

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TIPS & TAKEAWAYS

Paralysis by analysis always costs you

If there’s one thing (most) smart investors have figured out, it’s that no one is genius enough to time the market. Waiting for the “perfect moment” to buy, build, sell, or invest isn’t going to pay off—especially when it comes to real estate. 

What does waiting actually cost you? As Jeffrey St Arromand points out, three things:

  • Compounding interest

  • Slow and steady growth

  • The optimization opportunities available now

So if you’re waiting, ask yourself, can you afford to pay the price?

HANGS & HAPPENINGS

The Gathering by HousingWire | Austin, TX | April 27 - 30, 2026
This event for mortgage professionals, brokerage leaders, and investors connects you with some of the most powerful and prominent executives in the housing industry. Hear from experts on housing policy, real estate solutions, affordability opportunities, investments, and more. 

Inman Luxury Connect | San Diego, CA | July 27 - 28, 2026
The industry’s premier event for elite agents and brokers in the luxury space hosts immersive discussions, interactive workshops, top-tier networking events, and a roster of speakers including James Harris, Jason Oppenheim, and Jade Mills.

Before we go…

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