Ask Adam: Coming Soon?

Ask Adam header

This regularly-scheduled sponsored Q&A column is written by Adam Gallegos of Arlington-based real estate firm Arbour Realty, voted one of Arlington Magazine’s Best Realtors of 2013. Please submit follow-up questions in the comments section or via email.

Q. What’s going on with these “Coming Soon” signs? In my neighborhood, there’s one that has been saying that for more than a month, another that said that for about two weeks before saying “For Sale,” and another that was “Under Contract” in less than a week without going to “For Sale.” Is this some new marketing gambit? I assume you don’t use my name or email if you answer on ARLnow?

I want to assure you and anyone else that sends me a question… I will not use your name or any other identifying information in my articles.

In order to explain the “coming soon” phenomena, I need to discuss days on market (DOM). Once your listing goes live in the multiple listing service (MLS), it starts collecting DOM. As this number increases, it decreases the perceived value of the home. Potential buyers start to assume it is overpriced and/or something is wrong with it. Instead of being a hot new property that buyers will clamor and compete for, it starts to attract low-ball offers. Leverage in the negotiation essentially shifts from the seller to the buyer.

By marketing a home as coming soon, the agent can generate interest in the property and maybe even a contract, prior to gaining a single DOM in the MLS. Agents generate interest with a coming soon sign in the front yard and grassroots marketing through their website and personal network.

This strategy is particularly prevalent this time of year. A homeowner may have interest in selling as soon as possible, but does not want to risk exposing the home to more days on market during the slower real estate season. There is a house in my neighborhood that has been coming soon since November. My expectation is that it will go active some time this month as real estate activity kicks into a higher gear.

The views and opinions expressed in the column are those of the author and do not necessarily reflect the views of

Recent Stories

Daily Debrief for Nov 29, 2022

Good Tuesday evening, Arlington. Today we published 7 articles that were read a total of 7888 times… so far. 📈 Top stories The following are the most-read articles for today…

Two dogs with the ruff job of sniffing out danger at Reagan National Airport are in the limelight. Ava and Messi — the pair of pooches prowling DCA for smelly…

Join the Alexandria Symphony for their Home for the Holidays concert on December 17-18.

Update at 2:55 p.m. — Metro is single-tracking past the station and expected to resume normal service soon, with fire department units clearing from the scene. Blue Line service has…

Grab some friends and sign up for Parks & Rec’s Eugene J. Green Memorial Winter Basketball League! Adults 18+ can register teams of up to 12 people for the ten-game season. Cost is $765 per team. Games are Mondays and/or Wednesdays at Arlington Mill Community Center starting the week of Jan. 4. Sign up here by Dec. 11.

Submit your own Announcement here.

Join us at Art House 7 this Saturday 4-7pm for our Annual Open House – Teacher and Student art show!

  • Meet our teachers
  • See student and teacher artwork
  • Teacher’s paintings, ceramics, notecards will be for sale
  • Enjoy beverages and light refreshments
  • All attendees get a $20 gift certificate off a class
  • 30% off everything in our Supply Store for holiday gifts

Sat. Dec. 3, 4-7pm

Art House 7
5537 Langston Blvd.
Arlington VA 22207

Submit your own Announcement here.

National Chamber Ensemble – Holiday Cheer!

NCE’s Holiday Concert will bring the finest classical masterpieces and holiday favorites together for the whole family. The festivities begin with Leroy Anderson’s classic “Sleigh Ride” and “Chanukkah Festival”, music from the Nutcracker and by J.S. Bach.

Outstanding Young Artist

Washington-Liberty Annual Holiday Bazaar

Join us Saturday December 3 from 10 to 4 p.m. at W-L High School, for this much anticipated Arlington holiday tradition! We will be featuring over 65 vendors for gift shopping, our student clubs and activities fundraising booths, and food


Subscribe to our mailing list