Coming Soon Strategy: How to Pre-Market a Home Before You Have Professional Photos

Why The “Photo Gap” Kills Momentum

The “photo gap” is where seller anxiety spikes.

You have the signed agreement… but nothing polished to post yet.
That dead zone creates two risks:

• Seller doubt: “Are you doing anything?”
• Agent chaos: You post whatever you can, and it looks improvised

And once you post one low-quality image, you can’t un-post the first impression.

What to do next: treat the gap like a planned phase, not a delay.

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The Method: “Tease, Don’t Show”

When you don’t have professional photos, you don’t preview the kitchen.
You preview the story and the access.

Instead of “look at this home,” your message becomes:

• “Something good is coming to [Neighborhood].”
• “Get on the early list.”
• “Neighbors: tell a friend.”

What becomes the hero

• The headline (COMING SOON + neighborhood)
• The hook line (one sentence that sells the outcome)
• The location cue (map / landmark / area identity)
• The timeline (when details drop)
• The CTA (early list / DM / showing request)

What to do next: decide your hero (headline + location cue) before you design anything.

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Before vs After: The Trust Signal Shift

Before (overshare too early)

• Posts a bad iPhone interior shot
• Tries to “show the house” before it’s ready
• Dumps features (“granite, hardwood, new roof…”)
• Uses clutter to fill space
• Has no plan for what to post next

After (controlled teaser)

• Posts a clean text-first tile
• Sells curiosity + access, not features
• Shares only essentials + a timeline
• Uses one consistent type system
• Runs a short sequence that builds momentum

What to do next: commit to a sequence you can execute every time.

The 60-Second Coming Soon Formula

Use this 5-step system while you wait for professional photos:

1. Set the frame: “COMING SOON” + [Neighborhood] (no address yet)
2. Write the hook: one sentence about the outcome (not the features)
3. Anchor the post: map snippet or a simple neighborhood cue
4. State the timeline: “Full details on [Day] / Showings start [Day]”
5. Collect intent: “DM SOON for early list / first showing options”

What to do next: write your hook line first — then open Canva.

Cheat Sheet: Which Layout to Use When

When to use a map (best default)

Use a map snippet when:

• the house isn’t photo-ready
• you want neighbor referrals fast
• you’re protecting the first impression

When to use numbers early (beds/baths)

Use beds/baths (and a range if needed) when:

• your market filters hard by bedroom count
• you need to qualify leads quickly
  Keep it minimal. Don’t list every upgrade yet.

When to use one iPhone photo (carefully)

If you must use a photo, use:

• a clean exterior shot in daylight
• straightened + brightened
• no heavy filters
  Keep the photo secondary — let the headline stay the hero.

When to stay fully text-only

Stay text-only when:

• interiors are cluttered, mid-reno, tenant-occupied, or poorly lit
• you know you’ll regret the early exposure
• the listing needs a clean “controlled” signal

What to do next: pick one anchor (map, neighborhood shot, or minimal exterior) and keep everything else disciplined.