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The “Coming Soon” Brokerage/Franchise Network

While there has been no shortage of debate and discussion regarding Zillow’s new “coming soon” feature, there is one certainty: buyers want a way to find properties not yet on the market.

Zillow is the largest real estate site in the United States, by a fairly large margin. And coming soon is pay to play, either by being a Zillow Premiere Agent or by sending a direct feed of listings to them. This is a smart strategy for Zillow, on many fronts and their entry into pre-market listings will put stress on the power MLS’ historically held.

But, in the shoes of a broker or franchise owner…how do you combat “Coming Soon” so as to not be stuck paying for eternity?

A private “coming soon” network, populated by your agents – and exclusive to their clients (& clients to be).

While this certainly won’t work for an individual agent or small boutique brokerage with only a handful of agents, I can imagine this working quite well for regional brokerages like Windermere or Coldwell Banker Bain in Seattle, @Properties or Baird and Warner in Chicago, or Edina Realty in Minneapolis. And, certainly at the franchise level for Century21, RE/MAX, Better Homes & Garden, etc. Or even within the Leading Real Estate Companies of the World network of independent brokers. [PS: is someone already doing this in New York City??]

This would be a new call to action on your website certain to drive buyer leads. You could manage the whole entire thing via a simple email newsletter, or you can play the long game by deploy an amazing mobile app showcasing the coming soon properties in your private network. If you run a fairly large regional brokerage or franchise, a private “coming soon” network is certainly a strategy worth evaluating.

Now, who is going to get the second mover advantage (1st mover in your local market) with an amazing app built for showcasing pre-market MLS listings…any takers?

About Drew Meyers

Founder of Geek Estate Blog / Geek Estate Labs. Zillow Alum. Travel addict & co-founder of Horizon. Social entrepreneurship & microfinance advocate. Fan of Red Hot Chili Peppers and Kiva.

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  • This has the potential to be rife with abuse. “Coming soon, (this decade)” will be great click bait.

  • running262

    In NYC you have 24 hours by REBNY rules to put the property on the market so you can’t have much of a coming soon approach. You either have an agreement or you do not.

    Zillow’s “Make Me Move’ feature is listed in the weekly FSBO lists distributed to thousands of agents in Manhattan and they are treated as a FSBO… guarantee they are 99 agents to any 1 random buyer who see’s their ad.

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