Pre-marketing has changed
With the adoption of NAR’s Clear Cooperation Policy, the way we can pre-market listings has forever changed.
Gone are the days of putting that “coming soon” rider on a sign for a week (or more!) before a listing goes active.
Gone are the days of shopping a listing around to your favorite agents before it’s public.
But there is still a way to pre-market for a short period without being in violation of the rules.
In your office
Pre-marketing to the agents in your office is still allowed, so talk that coming soon listing up at your team meeting. Just be sure you don’t allow anyone in the office to show the property before it’s available for public showings by other agencies.
Outside of the office
It’s a timing issue. The rules say that all listings must be in the MLS within 1 business day of any public marketing. This includes social media teasers, flyers, signs, email blasts, and more. A business day is defined as Monday through Friday, except holidays.
So if you want to stir up some interest in a new listing, you can start marketing on a Friday but not go live in the MLS until Monday. Any longer and you’ll be in violation of the rules and subject to some pretty hefty fines. Believe me, I’ve seen the number of agents out there watching for violations, so don’t skirt the rules and cross your fingers that no one will catch you!