“Coming Soon” & “Delayed Marketing” go live — what NOLA agents need to do now
1 big thing: Visibility—with rules
Starting Sept. 16, GSREIN added Coming Soon (status) and Hold (status) plus two inputs—Activation Date and Delayed Marketing—to give sellers more on-ramp options while keeping cooperation intact. Coming Soon markets a listing inside the MLS (no IDX portals), bars showings, and auto-converts to Active on your Activation Date (≤ 30 days). Violations = $1,000 fine.
Why it matters: Used correctly, these tools buy prep time (repairs, staging, tenant/squatter issues) without burning Days on Market—and keep your pipeline warm. Misuse costs money, trust, and momentum.
Catch up quick
Coming Soon (status): Market in MLS up to 30 days, no showings, no DOM, 1 exterior photo minimum, yard sign must say “Coming Soon,” and you must upload the Coming Soon Agreement within 1 business day. Auto-flip to Active on the Activation Date.
Hold (status): Temporarily off-market, no showings, no DOM, intent to return. Different from Withdrawn.
Delayed Marketing (field): A YES/NO choice that keeps listings searchable in the MLS but not included on major listing websites and apps; showings and offers may proceed per seller instruction. Seller Exempt Listing Disclosure required.
National backdrop
NAR’s 2025 policy refresh gave MLSs flexibility to create “delayed marketing” windows while retaining Clear Cooperation. Portals (notably Zillow) published “listing access standards” clarifying when they’ll display Coming Soon (MLS + IDX/VOW). Expect evolving implementation by market.
What’s new inside KW New Orleans (tools)
“The new forms for Coming Soon and Delayed Marketing are in DocuSign. Fillable, ready to go — and in Command (Nomar library, conditional form).” — KW NOLA Leadership (transcript)That means faster paperwork, fewer misses, and compliance baked into your listing workflow.
How to work it (without stepping on a rake)
Coming Soon: the playbook
Set Activation Date (≤ 30 days)
Upload the Coming Soon Agreement
Add your exterior photo
Install a “Coming Soon” rider (unless seller opts out)
Market inside the MLS only
Do not show
Offers: If a buyer submits an offer during Coming Soon, the listing broker must present it per the NAR Code of Ethics. If the seller accepts, update status to Pending.
Buyer agent edge:
Set your hot clients up with MLS alerts—and cc yourself. By receiving the same alerts as your clients, you become an extra set of eyes to make sure nothing slips through. If your client misses an alert, you’ll catch it, and you’ll also show them you are proactive and have their best interests at heart.
Remember: Coming Soon is MLS-only. You’ll often see opportunities before the masses if you lean on MLS alerts rather than relying on portals.
“You cannot show a Coming Soon listing… the buyer’s agent and the listing agent could face a potential $1,000 fine from NOMAR.” — Clayton Fields (transcript)
Delayed Marketing: the playbook
Be sure to add your buyer to MLS alerts—and cc yourself.
Use when you and the seller want MLS visibility but no IDX/syndication
Showings allowed, offers welcome, DOM unaffected
Ensure the Exempt Listing Disclosure is signed
Set the Delayed Marketing field to YES
Portals: With Delayed Marketing selected, listings will not appear on major listing websites and apps. Zillow’s current standards say MLS-entered Coming Soon that’s made available via IDX/VOW can display; if it’s not sent via IDX/VOW, don’t expect portal presence. Translation: choose intentionally, based on seller goals.
Pro tips (NOLA-specific)
Investor/squatter scenarios: Coming Soon can buy time when units can’t be shown yet, while generating interest and even sight-unseen offers.
Hold vs. Delayed Marketing: If the property needs a pause with no showings, use Hold. If you want showingsbut no IDX, use Delayed Marketing. Don’t misuse Coming Soon to pre-show—that’s where the fines live.
Client expectations: Explain MLS ≠ portals. In these statuses, MLS alerts are the reliable early signal; portals may lag or not display.
“This is really gonna be a tool for strong buyer’s agents… make sure clients are signed up in MLS and getting property alerts.” — Clayton Fields (transcript)
Compliance quick-hits (print this)
Coming Soon: No showings. $1,000 fine if shown early. ≤ 30 days, auto-active on Activation Date, no DOM, 1 exterior photo, “Coming Soon” sign, agreement uploaded within 1 business day.
Hold: No showings, no DOM, intent to return.
Delayed Marketing: MLS-searchable, not on major listing websites/apps, showings allowed per seller instruction, Exempt Listing Disclosure required.
Portal reality check: Zillow says MLS Coming Soon available via IDX or VOW can appear; office-exclusive marketing requires seller disclosure and strict limits. Avoid “sneak peeks” on social with address/price/CTA—this can violate standards.
Tech + admin update
Forms: Coming Soon Agreement + Exempt Listing Disclosure (Delayed Marketing) are available via DocuSignand surfaced in Command (Nomar library / conditional forms).
KW New Orleans take
We’re pro-consumer and pro-clarity. The new statuses reward preparation and transparency—and agents who master MLS-first workflows will win.
Recruiting note: If you want clear playbooks, fillable forms in your stack, and a leadership team obsessed with your next GCI jump (not Manhattan headline theater), come sit in. We’ll help you own listings, use Coming Soon/Delayed Marketing the right way, and keep clients calm while the rules settle.
Sources & further reading
GSREIN: Coming Soon, Hold, Activation Date, Delayed Marketing (rules, fines, DOM, IDX/VOW).
NAR: Flexibility for sellers with Clear Cooperation.
Zillow: Listing Access Standards.
Industry coverage on delayed marketing / VOW vs. IDX.
Three quotes from the session
“The new forms for Coming Soon and Delayed Marketing are in DocuSign. Fillable, ready to go — and in Command.” — KW NOLA Leadership
“You cannot show a Coming Soon listing… the buyer’s agent and the listing agent could face a potential $1,000 fine from NOMAR.” — Clayton Fields
“This is really gonna be a tool for strong buyer’s agents… make sure clients are signed up in MLS and getting property alerts.” — Clayton Fields
Disclosure: This post summarizes internal KW New Orleans training and adds independent research for accuracy. Policies can evolve; always check GSREIN/NOMAR guidance before listing.
This article was originally published on our website, which can be accessed here.