Is Coming Soon worth it?
lets a seller tease a listing before buyers can tour it. In September 2026, 38.8%of Central Ohio closings started that way. So does the strategy pay off? We compared those Coming Soon–first homes with homes that listed straight to Active, across every completed sale: the days it took to go , how much of the original asking price the seller kept, how often the price was cut, and how often the deal broke down along the way.
Coming Soon’s share of the market.
Adoption is holding steady. The last twelve months ran 39.2%.
Coming Soon has gone from a niche tactic to a routine launch move in Central Ohio. Nearly half of the homes closing in a given month now started with a Coming Soon window. The panels below ask the harder question: once those homes reach the market, do they actually sell any better?
Across the trailing twelve months, 39.2% of 28,680closings were Coming Soon–first.
Coming Soon vs. straight to Active.
What this does, and doesn’t, prove.
These are two paired cohortsof closed Central Ohio sales, Coming Soon–first versus straight-to-Active, compared on the same measures over the same window.
Read the gaps above as an observed difference between two kinds of listings, not proof that Coming Soon caused it. Sellers who choose Coming Soon aren’t a random group: they may bring more desirable homes, sharper agents, or better timing, and any of that can move these numbers on its own. The honest takeaway is that Coming Soon–first homes closed on these terms. Whether the launch strategy earned them is a question this comparison can’t settle.
These figures are descriptive, not causal: they show how Coming Soon and straight-to-Active homes differed at sale, not that the strategy causedit. Days on market are counted from activation for both groups, so the Coming Soon teaser window isn’t held against it. Read this as the measured difference between two kinds of listings, not a promise for any one home.
Based on 2,365 Central Ohio closings in September 2026 (918 Coming Soon–first, 1,447 straight to Active) and 28,680 closings across the trailing twelve months. September closings as recorded through October 31, 2026.
Based on information from the Columbus Association of REALTORS. September 2026 closings, as recorded through October 31, 2026. All figures are derived from Central Ohio MLS activity.