Coming Soon Listing Ads: Examples, Copy and Setup
Examples, copy, and setup for building a buyer list before your listing goes active.
Quick answer
A coming soon ad uses one or two teaser photos and limited details to build early buyer interest, with an "early access" lead form instead of full listing information. It runs under Meta's Housing Special Ad Category (minimum 15-mile radius, no ZIP, age, or gender targeting). Before you promote a coming soon property, check your local MLS and clear cooperation rules with your broker since requirements vary by market.
Coming soon ads let you start building buyer interest before a property is fully active and searchable. They work as a short teaser phase that transitions into a full just listed campaign once the home goes live.
Why Coming Soon Ads Work
Buyers respond to early access. Seeing a property before it is widely available gives them a reason to act quickly once it does go live, and gives you a warm list of interested buyers to notify the moment the listing is active.
What a coming soon campaign can do:
- Build a list of interested buyers before the listing goes active
- Gauge buyer interest and give early feedback on positioning
- Show sellers that marketing started before day one
- Generate leads even before full photos are ready
Coming Soon Ad Structure
Keep coming soon ads light on detail. Use one or two photos, such as an exterior shot or a single hero image, describe the neighborhood and a standout feature, and route interest to an early access lead form rather than full listing details.
Housing Special Ad Category Targeting
Coming soon ads run under Meta's Housing Special Ad Category on Facebook and Instagram, so targeting is geographic only: a minimum 15-mile radius, no ZIP code targeting, and no age or gender targeting. Lookalike Audiences are not available for housing ads and Special Ad Audiences were discontinued in 2022. Custom Audiences built from your own contact list or people who have engaged with your page can still be used along with Meta's Advantage+ and broad delivery tools.
Budget Approach
Pick a daily budget you can sustain for the days leading up to the listing going active, commonly less than two weeks. Watch delivery and lead volume, and plan to pause the coming soon ad the same day you launch the just listed campaign.
Transitioning from Coming Soon to Just Listed
Launch day transition:
- 1Pause the coming soon ad
- 2Email everyone who requested early access: the listing is now live
- 3Launch the just listed ad with full photos and details
- 4Reach coming soon leads again with the just listed ad
- 5Follow up personally with the highest-intent leads
Local Coming Soon Rules to Check First
Rules about pre-marketing a listing vary by MLS and by brokerage. Some MLS boards have clear cooperation policies that limit how a property can be publicly marketed before it is entered into the MLS. This is something to check with your broker and local MLS before running a coming soon campaign, not something this guide can answer for every market.
| Placement | Ratio | Size | Notes |
|---|---|---|---|
| Feed (Facebook & Instagram) | 1:1 or 4:5 | 1080x1080 or 1080x1350 px | One teaser photo, minimal text overlay, and an "early access" call to action. |
| Stories & Reels | 9:16 | 1080x1920 px | A short teaser clip or single image works well for a countdown-style post. |
| Carousel | 1:1 per card | 1080x1080 px per card | Keep to 1-2 cards; avoid revealing full interior photos before launch. |
Variant A: Early access
Illustrative exampleComing Soon to the Neighborhood
A new home is about to hit the market in this neighborhood. Get on the early access list to be the first to see full details.
Join the early access list.
Variant B: Feature teaser
Illustrative exampleComing Soon: A Home With a View
Coming soon: a home in one of the area's most sought-after streets. Full details coming shortly. Want to be notified first?
Get notified when it goes live.
Variant C: Direct early access CTA
Illustrative exampleBe the First to Know
Before this listing goes live, get early access to photos and pricing. Spots on the early access list are limited to interested buyers.
Request early access.
How to launch this in Walled Garden
- 1Enter the property details manually in Walled Garden, since a coming soon property typically does not have a public listing URL yet.
- 2Choose a coming soon template in Creative Studio and add a teaser photo and early access copy.
- 3Review the targeting radius around the property (minimum 15 miles, no ZIP targeting under Special Ad Category).
- 4Approve the daily spend; media spend is paid directly to Meta.
- 5Launch the campaign, then pause it and switch to a just listed campaign once the property goes active.
Frequently Asked Questions
How far in advance should I run coming soon ads?
Many agents run them for about a week to two weeks before the listing goes live, long enough to build an early access list without losing momentum. Check your local MLS rules for any limits on how long a property can be pre-marketed.
Do I need professional photos for a coming soon ad?
No. A coming soon ad can use a single exterior photo or even a neighborhood image. Limited visuals are part of the format and can create curiosity about the full listing.
What local rules should I check before running a coming soon campaign?
Check with your broker and local MLS about clear cooperation and pre-marketing policies, since rules on how long and how publicly a property can be promoted before MLS entry vary by market. This guide describes a general approach, not legal advice for your specific MLS.
What targeting is allowed for coming soon ads?
Coming soon ads run under Meta's Housing Special Ad Category, so targeting is geographic only: a minimum 15-mile radius with no ZIP code, age, or gender targeting. Custom Audiences from your own contact lists can still be used alongside Meta's broad delivery tools.
Keep going
Continue Reading
Just Listed Facebook Ads: Examples, Copy and Setup (2026)
See just listed Facebook ad examples, copy you can adapt, creative specs for every placement, and how to launch a compliant just listed campaign.
Ad CreativeListing Ad Examples That Actually Generate Leads
See real listing ad examples from top-producing real estate agents. Includes Facebook ad copy, creative formats, and performance benchmarks for just-listed, open house, and luxury listing ads.
StrategyThe Ultimate Listing Marketing Checklist for Real Estate Agents
Download the complete listing marketing checklist used by top-producing agents. 30+ action items covering photography, Facebook ads, open houses, email marketing, and more.
StrategyOpen House Facebook Ads: Examples and Setup
See open house Facebook ad examples, copy, creative specs, and the full setup, from launch timing to compliant targeting, for filling your next open house.