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COMING SOON....BE CAUTIOUS
It seems the practice of posting a "Coming Soon" rider on a For Sale sign is increasing in popularity.  Zillow has announced that it is going to offer the ability to advertise properties 30 days prior to that property actually being available to purchase.
 
Approach this new marketing tool very carefully.  Ask yourself "Who does this benefit?"  The answer might be surprising and not what most sellers would expect.
 
Consider the normal practice of marketing a property.  The first 2 weeks are the most important weeks of a listing - this is the period in which the sellers are most likely to get their listed price.  Most Realtors will make every effort to have the sign go up, advertising to be made public and have the property hit the internet at the same time.  This makes the biggest impact for the property. 
 
Now, consider the "Coming Soon" approach.  The sign goes up and....the buyers are told they cannot see the property and Realtors are told they can't show the property.  The sign becomes a fixtue and after a couple of weeks, no one pays attention to it anymore.  The property is already "shop worn".
 
Knowing all of ... more

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