Doug Francis Real Estate

  • About Doug
  • How I Sell Your Home
  • Case Studies
  • Let’s Connect

What does Coming Soon really mean?

By Doug Francis

Vienna Coming Soon Sign Real Estate

Read as “For Sale Now”

There really isn’t any sign more confusing to consumers than a real estate sign in front of a house that says Coming Soon!

It’s easy to understand a movie trailer that Muppets Most Wanted is coming soon.

Or that the new 2015 VW Beetle is coming soon.

Or that the new iPhone 6 will be coming soon.

Each of these statements can create a little excitement — anticipation is a natural stimulant. There is probably something right now that you can think of that will give you a jolt of excitement. See!

Coming Soon adds to the excitement, right?

And then there is Phil Dunphy, a fictional TV Realtor, who has placed a Coming Soon sign in front of a wonderful house in a neighborhood that you know you can afford. You know, it’s the neighborhood close to work, which feeds into the right schools, or near your friend Phyllis.

The frustrating thing is that often you will see the sign… only to see an Under Contract sign two days later. Plus it never showed up in your Zillow alert, or Trulia email.

Phil, how did that happen?

There isn’t an establish Realtor protocol on this type of advertising. Maybe there is an individual office policy, but, the sign means nothing other than the house is for sale right now.

Yes, right now.

It means the house is for sale right now!

The real estate profession has allowed a subculture of misleading advertising to surface. Understand that not every real estate company/agent/broker is a member of the National Association of Realtors which prides itself on a long established Code of Ethics which specifically outlines, in Article 12, misleading advertising to the public is a no-no. But, in my opinion, if a Realtor has a Coming Soon sign out there for an extended period then there is an issue.

It is an epidemic…

For example, last week I was looking at real estate in Vienna when I saw a sign in front of a house on a street that I have always liked. The house looked abandon and was in terrible condition… a classic Vienna tear down opportunity.

And guess what, the sign said Coming Soon.

This could have meant that a new home was coming soon which, in my opinion, is a justifiable use of the sign. And since it was potentially a house that my client may want to buy I decided to call the agent.

What she said to me totally pissed me off. In over 20 years in real estate I have never, ever, wanted to tell off another real estate broker as much as when I sat in my car.

You see, that house was totally for sale and, “if I submitted an offer over $600k”, then it could be mine.

Okay, maybe that agent was trying to get the highest offer but why have a Coming Soon sign?

Am I the only one who feels this is confusing? Yikes!

If you are a buyer looking at homes and you have seen Coming Soon signs, then you need to know that is an invitation to write up an offer. In a competitive market where homes sell in days, if not hours, then you need to have your agent collect as much research as possible today so you can make an educated offer.

My tips include looking at the tax records, zooming in on Google satellite views, driving past looking for additions or updates, checking out the neighbor’s house and what similar nearby homes recently sold for. Your buyer agent should be able to really give you good ideas.

What you also might not realize is that Listing Agreement (between the owner and his Realtor) clearly states that the agent will present any and all written offers. Their agent has a contractual obligation to her client to present your offer. Submit now please…

Competitive real estate markets across the United States have home buyers taking aggressive strategies like writing personal letters or going door to door. In my opinion, the door to door strategy is not a good idea for safety reasons but I have read about people doing it. Over the years, I have used many strategies to help clients buy homes that weren’t technically on the market.

When might the seller respond to your offer? Again, there is no set rule unless you add in a deadline.

But hey, don’t be surprised if you do get a response and get the house.

Filed Under: Blog, Home Buyer Tips, Home Seller Tips Tagged With: Jargon, Vienna Real Estate

About Doug Francis

A seasoned Realtor specializing in unique and new homes around Vienna, Virginia, Doug has seen consumer behavior, negotiations and communication styles change. At his original brokerage, he was the first agent to add an email address. Imagine! Outside real estate, he plays tennis, is a Washington Capitals fan, spends time with Skipper (his dog), and enjoys the restaurant scene in the DCA. He's a Boston University graduate who feels morning coffee is non-negotiable.

Vienna real estate agent Doug Francis

When we bought our house in Vienna, we were thinking about raising the kids, building an addition, and knowing the neighbors. Today, home buyers are attracted to Vienna because of the sense of community, walkability, and small town lifestyle.

So, what’s next after your 25 years? It’s a conversation many of my clients are having with me as they plan to move to the beach, travel, or get closer to grandkids. Helping them see their future, sell their current home, and move ahead with their updated plan has been an interesting new chapter.

My background: I am an active licensed agent in Virginia, have negotiated hundreds of sales contracts, work at TTR Sotheby’s International Realty in McLean, and still sell homes in all price ranges. I donate to the Town of Vienna tree replacement fund, participate in a neighborhood citizens association, and try my best to stay in shape.

Let’s discuss your moving plans: Email doug@dougfrancis.com or call me at (703) 304-6827 .  Cheers!

Considering selling your home?

https://youtu.be/0ZSodCtsfkY

Just Sold!

Plum Street home with swimming pool

Looking for a house with a pool in Vienna, VA?

Sold!

https://vimeo.com/1003798838?loop=0

Planning to sell your home?

Case Studies

Continue Reading

Have a question?

Homeowners: Add a level of privacy

name withheld by request

Privacy: Hiding your name

Looking for testimonials?

Read through a collection of client comments originally posted on Zillow, Google and Trulia. See what my clients say...

Looking for a Custom Home?

Insights into New Homes in Vienna VA
Staged kitchen for real estate marketing

Here’s my home seller checklist… imagine you’re Getting Ready to Sell

Getting started is the hardest part for many clients. My Vienna home seller checklist will help you get the ball rolling today.

“Doug nailed it! Within days, we had three offers, one of which not only met, but far exceeded all of our goals.”
– R. Pollard

“He truly was a partner integrating us unto the community and made it easy for us to take advantage of all Vienna has to offer.”
– A. D’Eredita

“We are so thankful we found Doug to guide us through the complex home selling and buying processes!”
– Scott and Jennie

About Doug Francis

I am a Realtor with TTR Sotheby's International Realty® just outside Washington D.C. in Northern Virginia. I'm licensed in Virginia with a focus on Vienna, VA real estate since 1991.

That deep knowledge is valuable, especially in today's fast-paced market where advice is critical. Although many of my clients are personally referred, I am available to help you too and am accepting new clients right now.

Feel free to contact me at 703-304-6827 or email me at doug@dougfrancis.com anytime!

Search for a subject

Contact

Doug: (703) 304-6827

TTR Sotheby's International Realty
6723 Whittier Avenue McLean, VA 22101

Office: 703-319-3344
Why do people hire me?

Search for homes in Vienna

Vienna Real Estate Guide

This material can only be used with written permission.

Equal Housing Opportunity

 

Copyright © 2025 Doug Francis · Minimum Pro Theme on Genesis Framework · WordPress · Log in