Coming Soon vs. Active Listings in San Diego: What Sellers Should Know

by Trevor Landress

A Coming Soon listing tells buyers a home is about to hit the market, but under current San Diego MLS rules, nobody can tour it until it goes Active. Coming Soon status cannot last longer than 30 days, and it allows no showings, open houses or broker tours. Active means the home is on the market and open to showings and offers. This guide explains the difference, the rules your agent has to follow, and how to decide which status fits your plan.

The short answer

Coming Soon is a status on the MLS that signals a listing is on the way. It is not the same as being on the market.
Under the San Diego MLS rule that took effect July 7, 2026, Coming Soon cannot exceed 30 days and allows no in-person showings of any kind.
Open houses and broker tours are also off the table until the listing is Active.
Active status starts the showing and offer period. Pick the status that fits your prep and your timeline.

What each status means

Status	What it means	Showings and open houses
Coming Soon	The home will be listed soon. The listing shows the date it will become Active.	Not allowed. No in-person showings of any kind, no open houses, no broker tours.
Active	The home is on the market and buyers can tour and make offers.	Allowed, according to your showing instructions.

Many sellers think Coming Soon is a way to let early buyers walk through. It is not. It is a way to build awareness while the home gets ready, and the MLS rules do not allow tours during that time.

The San Diego MLS rule

Coming Soon is governed by the San Diego MLS rules, Section 9.3, effective July 7, 2026. I read the rule on October 16, 2026. In plain English, here is what it says.

Coming Soon status cannot exceed 30 days.
Properties in Coming Soon status cannot have in-person showings of any kind.
Open houses are prohibited, and so are showings at broker tours or caravans.
The listing must include the date the property will become Active.
The listing changes to Active on day 31 or on its Start Showing Date, whichever comes first.

MLS rules can change, so ask your agent to confirm them on the day you list. If you are not sure whether something counts as a showing, ask before you do it. Your agent is responsible for following these rules, so it is better to ask early.

When Coming Soon can help

You need a few days to finish prep. Painting, cleaning, staging or repairs may run past your target date. Coming Soon lets you start the clock without showing an unfinished home.
You want photos first. Professional photos can take time. I cover what to expect in my guide to listing photos and AB 723.
You want buyers to know a home is coming. Agents and buyers watching the MLS can see the date and plan their schedule.
You want everyone to see the home at the same time. A single Active date and a first weekend of showings can focus interest.

Coming Soon is not a strategy by itself. A home that is not ready on the Active date loses the benefit.

When to go Active right away

If the home is ready and the photos are done, going Active sooner can make sense. Every day in Coming Soon is a day buyers cannot tour. In a slower stretch, you may not want to wait.

Also remember what Active starts. The listing begins to build days on market, showings begin, and buyers can send offers. If you plan an offer review date, set it with that in mind, and read when and how to reduce your price so you know the review points before you launch.

A simple launch timeline

Two to three weeks out: finish repairs, cleaning and staging.
One to two weeks out: photos and any video or 3D tour.
One week out: your agent enters the listing as Coming Soon, if you want it, with the Active date shown.
Launch day: the listing goes Active. Showings and the first open house can start.
First weekend: gather feedback and watch interest, then review your plan.

You can also skip Coming Soon and list as Active on the day you are ready. Ask your agent which choice fits your timeline. If you plan to use open houses, see open houses vs. private showings for how they fit in.

Coming Soon is not the same as off-market

Coming Soon is an MLS status, so agents in the MLS can see it. A listing that is kept out of the MLS or held back from public marketing is a different thing, covered by different rules. I explain that in off-market and pocket listings.

This is not a guarantee

The right status does not promise a faster sale, more offers or a higher price. It only affects how your launch is timed. Rules can change, so check the current MLS rule with your agent before you list.

My advice for San Diego sellers

Ask your agent to confirm the current Coming Soon rules on the day you list.
Use Coming Soon only if you need the time to finish prep, and make sure the Active date is clear.
Do not plan tours, open houses or broker tours during Coming Soon.
If the home is ready, going Active right away can make sense.
Plan your first weekend, your feedback review and your price review date before launch.

Call or text me at (619) 402-4614 or send me a message.

Call or text (619) 402-4614 Contact Trevor Landress

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Frequently asked questions

What does Coming Soon mean on the San Diego MLS?

It means a home is about to be listed. Under the San Diego MLS rule effective July 7, 2026, the status cannot exceed 30 days and allows no in-person showings of any kind.

Can buyers tour a Coming Soon listing?

No. San Diego MLS rules do not allow in-person showings, open houses or broker tours while a listing is in Coming Soon status.

How long can a home stay Coming Soon?

No longer than 30 days. The listing becomes Active on day 31 or on its Start Showing Date, whichever comes first.

Is Coming Soon the same as an off-market listing?

No. Coming Soon is an MLS status that agents can see. Off-market and delayed-marketing listings follow different rules.

Should I list as Coming Soon or go Active?

If the home needs a few more days of prep, Coming Soon can help. If the home is ready, going Active right away avoids losing days that buyers cannot tour.

About the author

Trevor Landress is a San Diego REALTOR® with Coldwell Banker West (DRE# 02126901). He was born and raised in San Diego and has been licensed since 2021.

Trevor is part of the Campbell Group, a three-generation real estate team, and he and the Campbell Group consistently rank as a top producing team at Coldwell Banker West each month.

He helps homeowners sell, guides first-time buyers through the home buying process and assists investors with their next acquisition. His work includes negotiating offers, analyzing market trends, building pricing strategies and running marketing campaigns for his listings. He serves clients across San Diego County, from coastal communities like La Jolla, Del Mar and Carlsbad to neighborhoods inland.

He writes these guides to help San Diego buyers and sellers navigate an ever-changing market. To talk through your plans, call or text (619) 402-4614 or contact Trevor Landress.

How I help San Diego home buyers

I walk buyers through each step, from getting pre-approved and touring homes to writing offers, reviewing inspections and getting to the closing table. I explain the numbers in plain English so you know what you are agreeing to before you sign.

How I help San Diego home sellers

I help sellers price their home from recent sold comparables, plan prep and photos, review every offer beyond the price, and keep the sale on track through inspection, appraisal and closing.