As any experienced agent will tell you, the best listing strategy doesn’t start on launch day. Top agents spend the days and weeks before going live building demand: gathering feedback, gauging buyer interest, and refining pricing and positioning with their sellers. This early work and feedback can decide whether a home sells for top dollar or for less — and the more buyers you’re hearing from, the more informed your strategy can be.
You’ll hear more feedback from buyers for publicly marketed listings than you would with private listings, and it’s more actionable. What’s more, listings marketed publicly tend to sell for more1 and spend fewer days on the market2 than homes listed privately.
That’s why StreetEasy is introducing two new premarket statuses for sales listings: Preview and Coming soon.
Both put your listing in front of the largest NYC home shopper audience3 before launch day, so you can build interest, line up pre-booked tours, and go active with a seller who’s confident in the strategy.
Preview gives your listing up to two weeks of exposure before launch on StreetEasy, Zillow, and Trulia. Interested buyers and agents can ask the listing agent questions directly, giving you valuable insights to refine your pricing and marketing strategy before you go active.
Coming soon is now supported on StreetEasy and also offers up to two weeks of premarket exposure. You can market it through any public channel, just as you do today.
Learn more about these new listing statuses and how agents can leverage them strategically.
Preview: Your new competitive edge
Preview lets you build demand for your premarket listing with the largest NYC home shopper audience4 across StreetEasy, Zillow, and Trulia for up to two weeks. You arrive at launch day already knowing how buyers are responding.
StreetEasy’s Preview status offers several new advantages:
- Hear directly from interested buyers. The “Ask a question” button on the listing routes directly to you, the listing agent, so you can answer questions and learn what’s resonating with buyers.
- Line up tours early. Buyers can pre-book tours, so you have momentum on day one.
- See how your listing is performing. Track saves, shares, views, and inquiries to understand demand before you go live.
- Refine with your seller. Use this feedback to fine-tune pricing and listing presentation. Price history and days on market don’t show until launch, so you can test strategy, then go live with confidence.
- Launch with fresh visibility. Reach home shoppers the moment you publish in Preview, then again when you go live — so you’re front and center at every stage that matters.
Coming soon
Coming soon also gives your listing up to two weeks of premarket exposure. You can market it across any public channel. Buyers can pre-book tours, so you can build momentum before launch.
Unlike Preview, Coming soon listings retain their original StreetEasy search ranking when they go active. Price changes and days on market accrue and are visible from day one of the premarket period.
Note that agents can only choose one or the other, and cannot switch between Preview and Coming soon before going active.
Preview vs. Coming soon: What’s the difference?
Use the chart below to help you understand the differences between Preview and Coming soon.
| Preview | Coming soon | |
|---|---|---|
| Where it can be marketed | StreetEasy, Zillow, Trulia | StreetEasy, Zillow, Trulia + other platforms |
| Days on market + Price history | Starts when you go active | Starts when you publish in Coming soon |
| StreetEasy search ranking | Resets when you go active | Does not reset when you go active |
| Buyer inquiries on “Ask a question” CTA | Routed directly to you, the listing agent | Routed to a buyer’s agent (StreetEasy Experts only) |
| Premarket period length | Up to 14 days | Up to 14 days |
| Pre-booked tours | Yes | Yes |
How it works: A step-by-step guide to Preview & Coming soon
1. Create your Preview or Coming soon listing on StreetEasy
Setting up a Preview or Coming soon listing on StreetEasy requires simply selecting your preferred listing status under the Marketing tab: Preview or Coming soon. Remember that you cannot switch between Preview and Coming soon once the premarket listing is live.
Next, set your expected on-market date. Preview and Coming soon each have a 14-day cap. StreetEasy will remind you before the deadline.
Note: you can always move your expected on-market date earlier if needed, but not later. If you do not go live within two weeks, the listing will automatically move to a Temporarily off market status.
To officially publish the listing, click CHANGE STATUS & PUBLISH on desktop, or tap NEXT on the StreetEasy Agent Tools app for iOS or Android.
Post-publish
While your listing is in Preview or Coming soon, buyers on StreetEasy can filter for premarket listings in search results, making it easy to discover.
Although buyers cannot schedule a showing during the premarket window, they can schedule a tour for after the expected on-market date. This gives agents another opportunity to gauge demand and gather insights.
For Preview listings only: “Ask a question” inquiries are routed to the listing agent, helping agents understand buyer interest and answer questions, then use those insights to go live with confidence.
2. Amplify your listing before and after launch
The premarket window is your chance to build demand early, and advertising helps you reach even more buyers.
Both Preview and Coming soon listings are eligible for Featured Listings or Agent Spotlight. Any ads you set up during the premarket period will carry over automatically when you set your listing to active, so there’s no need to set them up again. If your listing moves to temporarily off market, ads will end, and you’ll need to reactivate them when setting your listing to active.
If you’re a StreetEasy Signature℠ subscriber (or plan to be), most Signature benefits will automatically apply to your premarket listings. These include:
- Enhanced listing galleries
- Priority ranking in StreetEasy search results
- Premium agent branding
- Distinctive map icons and more
Signature subscribers also automatically receive 20% off Featured Listings.
Keeping your listing status consistent
When buyers discover your listing, they should see the same status no matter where they look, resulting in a consistent and reliable experience. StreetEasy monitors publicly available data across platforms to keep it consistent. If you list in Preview or Coming soon on StreetEasy, here’s what that means in practice:
- Preview on StreetEasy, active elsewhere: Our team will move it to active on StreetEasy.
- Preview on StreetEasy, Coming soon elsewhere: Our team will move it to Coming soon on StreetEasy.
- Coming soon on StreetEasy, active elsewhere: Our team will move it to active on StreetEasy.
Note that if you publicly market a sales listing in Preview anywhere other than StreetEasy and its platforms, we may change or remove its Preview status, and your listing will no longer be entitled to Preview benefits. This will also count as a violation of our Listings Quality Policy.
If you have questions about your listing status, contact support@streeteasy.com.
What will buyers and sellers see?
The buyer experience
When a listing is set to Preview or Coming soon, buyers on StreetEasy can filter for premarket listings in search results, browse photos and descriptions, and book tours for once the listing is live.
For Preview listings only, buyers can contact you directly from the listing page — “Ask a question” sends inquiries directly to you, the listing agent. “Request a tour” sends inquiries to a buyer’s agent (StreetEasy Experts only).
For Coming soon listings, all inquiries go to a buyer’s agent (StreetEasy Experts only).
Bringing this to your sellers
A premarket strategy gives sellers what they want most: early excitement, real buyer feedback, and a confident launch plan with an agent they can trust. Walking sellers through how you’ll use Preview or Coming soon can help you build that trust and win more listing pitches.
To support these conversations, share this StreetEasy article for sellers on how premarketing works, and walk them through this one-pager as a takeaway.
Preview and Coming soon are just two of the ways we’re ensuring an open market in NYC continues to benefit you and your clients — opening more doors through transparency, access, and a fair opportunity for all.
Ready to get started? Create your first premarket listing on StreetEasy.
- Zillow Research ↩︎
- BrightMLS study ↩︎
- Comscore Media Metrix® Multi-Platform, Real Estate Category Domains Only, Total Audience, Custom Calculation: 13-month average from June 2025 to June 2026, U.S. ↩︎
- See footnote 3 ↩︎
