The Coming Soon Listing Video: The Most Underused Asset in Real Estate

Most agents treat the "coming soon" period as a waiting room. The photos are done, the paperwork is signed, the listing goes live in a few days, so you wait. That's a mistake. That window, usually 3 to 7 days, is the highest-leverage marketing moment in any listing campaign. And almost no one is using it properly.

The tool that changes that is a coming soon video. Not a walkthrough. Not a full listing video. A short, punchy teaser video posted before your property hits the portal, designed to create demand before buyers even know the address.

Why Most Agents Miss This Opportunity

There's a mental model most agents work from: video comes after the listing goes live. You win the listing, you get the photos done, you publish everything at once, and then you promote it. That approach is fine. It's also what every other agent on your street is doing.

The coming soon period works differently. Buyers who see your teaser before launch aren't comparing your listing to 30 others on a portal. They're responding to something exclusive, something that isn't available yet. That scarcity is the most powerful buying signal you can manufacture, and a well-made video amplifies it.

58% of buyers expect to see a video of a home they're considering online, according to PhotoUp. A coming soon video means they find yours before the listing even goes live.

If that gap surprises you, the coming soon video gap is even wider. Most agents who do use video still wait until launch day to post it.

What Makes the Coming Soon Period So Valuable

Think about what's happening in your local market right now. Buyers are monitoring new listings obsessively, often checking portals daily or setting up alerts. The moment a new home appears, it gets compared to everything else on the market.

A coming soon video lets you get in front of those buyers before the comparison shopping starts.

When a buyer sees a teaser video on Instagram or Facebook showing a sun-drenched kitchen, a statement staircase, or a pool nobody else knows about yet, they're not in comparison mode. They're in curiosity mode. They're thinking: "What is this? Where is it? How do I find out more?"

That curiosity converts. It converts into DMs, into emails, into calls before the listing even goes live. And buyers who reach out early are the most motivated buyers you'll encounter in any campaign.

What a Coming Soon Listing Video Actually Looks Like

A coming soon video isn't a full property walkthrough. It's shorter, 30 to 60 seconds, and it doesn't reveal everything. The goal is intrigue, not information.

It should show 4 to 6 of the property's best features, the ones that make it instantly arresting. A great outdoor entertaining area. A chef's kitchen. Views. A converted garage. Whatever makes someone stop scrolling.

The video should include your branding (agent name, logo, contact), a short voiceover or text overlay that teases without oversharing, and a clear call to action: register your interest, DM me, or watch for the official launch date.

What it should not include is the full address, the price, or every room in the house. Save those for launch day.

When to Post It and Where

Post your coming soon video 3 to 5 days before your listing goes live. That's enough time to build genuine interest without losing momentum.

For distribution, Instagram Reels and Facebook are the highest-priority channels for most residential agents. Short-form video is growing at over 10% annually, according to ReSimpli's video marketing statistics roundup, and Reels in particular continues to see strong reach for property content. If you have an active email list or a buyer database in your CRM, send the video there too. Warm contacts are more likely to respond quickly, and an early private preview creates a sense of exclusivity that buyers genuinely respond to.

The caption matters as much as the video. Something like: "Something special is coming to [suburb]. Dropping [day]. DM me to be first in line." That's it. Short, direct, and slightly withholding.

How to Make One Without a Production Team

This is where most agents stop. They like the idea but assume a coming soon video requires a videographer, an editor, or a production budget.

It doesn't. Not anymore.

PropertyVideos.ai generates a professional marketing video from your listing photos automatically. You upload the photos, the AI produces a fully branded video with voiceover, music, and title cards, ready to post. For a coming soon video, select your 5 to 8 best shots and let the platform do the rest. You'll have a polished teaser ready in minutes, not days.

The whole point of making it this easy is that there's no longer a reason to skip the coming soon video. It costs nothing extra to add to your workflow. It takes a few minutes. And it creates a marketing moment your competitors aren't creating.

The Real Payoff: What It Does for the Listing and for You

A strong coming soon video does three things at once.

It creates early demand, which means better turnout at openings and stronger competition between buyers. It positions you as a proactive, professional agent, which is exactly what your vendor is watching for. And it builds your audience, because every person who watches the video, comments, or DMs you is a buyer you can follow up with for this and every future listing.

Sellers notice when their agent is out in the market building buzz before launch day. That's the kind of marketing that wins referrals and repeat business.

71% of buyers choose to work with an agent who has a strong social media presence, according to ReSimpli. Every coming soon video you post is building that presence one listing at a time.

There's a version of the listing campaign that starts on launch day, and there's a version that starts the moment you win the listing. The agents building real pipeline are running the second version.