Gottlieb Law, PLC provides this article for informational purposes only. Nothing herein creates an attorney-client relationship. Do not take action based on this article without consulting qualified legal counsel. Laws change, and only a licensed attorney can provide advice tailored to your specific situation.
“Coming Soon” can be a smart way to prepare a property for the market while finalizing staging, repairs, photography, or pricing strategy. At the same time, it is one of the most heavily regulated stages of the listing process.
In the Phoenix market, Coming Soon listings are governed by rules issued by the Arizona Regional Multiple Listing Service (ARMLS) and by the National Association of Realtors Clear Cooperation Policy. In addition, advertising and disclosure rules enforced by the Arizona Department of Real Estate (ADRE) apply even during pre-market exposure.
Used correctly, the Coming Soon status can help build momentum while protecting the transaction. Used carelessly, it can trigger complaints, fines, listing delays, or disciplinary action.
The Coming Soon Rule Set in Phoenix
ARMLS allows a listing to be in Coming Soon status for a limited period. If the listing remains in that status for the full allowable period, the system automatically converts it to Active. Once a listing moves out of Coming Soon, it generally may not be placed back into that status. ARMLS also limits how frequently the Coming Soon status may be used for the same premises within a defined timeframe.
During Coming Soon status, ARMLS does not syndicate the listing to public portals or IDX feeds. The listing is visible to MLS subscribers and may be shared within client portals. As a result, sellers will not see the property on consumer-facing sites such as Zillow or Realtor.com until the listing is Active. Setting expectations early can help avoid frustration.
Showings may occur during Coming Soon at the seller’s direction, subject to brokerage policy and MLS rules. If an offer is accepted while the listing is still in Coming Soon status, the status flow still matters. The listing should be moved to Active before using UCB, CCBS, or Pending statuses so the MLS record reflects a clean and compliant progression.
ARMLS does not require photos during Coming Soon. Once the listing is Active, an exterior photo must be attached within four days for Residential and Residential Rental listings, along with compliance with ARMLS content and retention rules for the primary exterior image.
Clear Cooperation in Plain English
Under the NAR Clear Cooperation Policy, brokers must submit a publicly marketed property to the MLS within one business day of the start of public marketing. Public marketing includes yard signs, social media, brokerage websites, email blasts, multi-broker networks, and apps that are available to the public. There is no general opt-out from this requirement once public marketing occurs. In Phoenix, ARMLS has adopted and enforces the NAR Clear Cooperation Policy.
ARMLS publishes guidance and enforces penalties for Clear Cooperation violations. Public marketing without timely MLS submission may result in fines that accrue on a per-day, per-property basis. ARMLS also provides a reporting mechanism and an appeal process for cited violations. Brokers should pay close attention to timing, particularly when public marketing begins late in the week, as the one-business-day clock may extend past weekends or holidays.
Advertising Rules Still Apply During Coming Soon
Arizona’s advertising rules require clear and prominent identification of the employing broker and prohibit misleading or deceptive claims. These rules apply to social media, flyers, signs, text messages, and online posts. Designated brokers remain responsible for supervision.
If any public advertising is used for a Coming Soon listing, the Clear Cooperation clock has begun. Coordinating marketing activity with the one-business-day MLS submission requirement is critical to avoiding compliance issues.
How the Phoenix Rules Compare with Other Arizona Cities
The MLS of Southern Arizona (MLSSAZ), which serves the Tucson area, also supports a Coming Soon status with similar guardrails. Showings may occur at the seller’s direction, Days on Market begin when the listing becomes Active, and listings do not syndicate to IDX or public portals while in Coming Soon status. MLSSAZ also enforces Clear Cooperation requirements, including monetary penalties for violations.
Because local implementation details can vary by MLS, brokers should always verify the specific rules applicable to the MLS where the property is located.
Practical Risks and Opportunities in Phoenix
Manage access consistently:
Showings may occur during Coming Soon at the seller’s direction, but uneven access can lead to cooperation disputes or complaints. Put the seller’s instructions in writing and publish clear showing parameters so expectations are consistent.
Watch the clocks:
Track the maximum allowable time in Coming Soon status, the automatic conversion to Active once that period expires, and limits on how frequently the status may be used for the same property.
Syndication expectations:
Many sellers expect portal exposure during Coming Soon. Explain that ARMLS does not syndicate Coming Soon listings to IDX feeds or consumer portals, and that the tradeoff is limited public visibility in exchange for MLS-subscriber exposure and preparation time.
Offer handling:
If an offer is received while a listing is in Coming Soon status, move the listing to Active before transitioning to the appropriate under-contract status. This sequencing helps preserve data integrity and avoids questions regarding Days on Market and status compliance.
Public marketing traps:
A yard sign, teaser social media post, or email blast beyond internal office use may qualify as public marketing and trigger the one-business-day MLS submission deadline under Clear Cooperation. Coordinate with your team so freelance marketers, assistants, or vendors do not post prematurely.
What to Expect in 2026 and Beyond
NAR continues to refine listing practice while retaining the core Clear Cooperation requirement. ARMLS regularly updates its Rules and Regulations and Penalty Policy and publishes guidance as changes roll out. Phoenix brokers should treat ARMLS updates as the operative source and align internal checklists, policies, and training accordingly.
How Gottlieb Law Helps Phoenix Brokers, Agents, and Sellers
Compliance planning before you list.
We assist brokers, agents, and sellers with Coming Soon strategies that align with ARMLS Rule 8.25, the Clear Cooperation one-business-day submission requirement, and ADRE advertising rules. Our checklists address showings during Coming Soon, status transitions, and photo timing to help avoid preventable violations.
Advertising and social review.
We review yard signage, social media templates, email workflows, and website content for broker identification, accuracy, and timing. We also help designated brokers implement supervision procedures that work in daily practice.
Risk audits for teams and multi-market operations.
For teams listing in both Phoenix and Southern Arizona, we map key operational differences between ARMLS and MLSSAZ so staff follow the correct timelines and syndication rules in each MLS.
Rapid response to citations and complaints.
If you receive an ARMLS notice, we help develop a concise response strategy, manage appeal deadlines, and work to narrow or resolve issues efficiently.
Training that sticks.
We train agents and coordinators on the specific triggers that start the one-business-day Clear Cooperation clock and on the mechanics of moving a Coming Soon listing to Active before progressing to under-contract statuses—where most avoidable mistakes occur.
Bottom Line for Phoenix ARMLS Listings
Coming Soon can be a useful tool when a property needs preparation or when you want to build interest among MLS participants before broader exposure. That benefit only materializes if the rules are followed. If marketing becomes public, the one-business-day deadline applies. If the listing remains in Coming Soon, track the 30-day cap, the automatic conversion to Active, and the 30-of-45-day limitation. Clear showing instructions and compliant advertising that identifies the employing broker can prevent complaints, fines, and lost momentum.
If you want a pre-listing compliance check or need assistance responding to an ARMLS citation, contact Gottlieb Law. We help Phoenix brokers, teams, and sellers use Coming Soon as a strategic advantage—not a compliance risk.
Call Gottlieb Law today at 602-899-8188 or use our Contact Us page here to schedule your initial consultation.
Gottlieb Law, PLC provides this article for informational purposes only. Nothing herein creates an attorney-client relationship. Do not take action based on this article without consulting qualified legal counsel. Laws change, and only a licensed attorney can provide advice tailored to your specific situation.