Launch day is the worst day to start marketing a listing. By the time the photos post and the portals pick it up, every competing home is shouting at the same buyers in the same feed. A coming-soon repost campaign moves your start earlier. Days before the listing goes live, real local accounts across Los Angeles or Orange County repost one teaser post from you in the same window, so buyers already watching that neighborhood — and neighbors who know someone looking — hear about the home first and can join a preview list. You launch to a waitlist instead of to silence.
Why the waitlist matters more than launch-day reach
Portals already deliver launch-day reach; what they cannot deliver is a head start. A waitlist changes the first week of a listing. Preview requests, early showing bookings, and a seller who can see named interest before day one all change how confidently you price, schedule, and negotiate. Just as important, the teaser wave reaches a different audience than your own followers: local people who follow local accounts, in the city where the home actually is. That is the audience most likely to tour in the first weekend — and the audience a single post on your account almost never reaches.
What the teaser can say — and what it must not
Coming-soon marketing is regulated space, so the post has to respect it. Before anything runs, check your brokerage policy, your MLS rules, and any local requirements for pre-market promotion, and share only what those rules allow — typically the neighborhood or area, the kind of home, and roughly when it launches. Leave the address, price, and showing details out until they are permitted, and never imply the home can be toured or bought before it can. A good teaser is honest curiosity, not a loophole: one strong exterior or detail photo you are cleared to use, the area named plainly, and one clear next step for buyers. If a detail is not cleared, it does not go in the post — distribution amplifies whatever the post says, including its mistakes.
Give the teaser one job: join the list
The teaser post needs a single action, and it is not “follow me.” It is joining the preview list: DM a keyword, tap the link for first-tour updates, or call to be added. Keep the ask identical everywhere the post travels, and be ready to answer fast — a buyer who raises a hand on Tuesday and hears back on Friday has already toured two other homes. Decide in advance what list members actually get (first showing windows, the launch-day link, a price alert when it goes live) and deliver exactly that. Our guide to filling an open house with a repost wave covers the event-day version of this play; the coming-soon version simply runs the same discipline a week earlier, while the list is still being built.
Run two waves, not one
The strongest pattern is a teaser wave followed by a launch wave. The teaser wave runs in the pre-market window and builds the list. The launch wave runs the day the listing goes live, with the full listing post, and lands on an audience that has already seen the home once — repetition that reads as momentum rather than advertising. You can compare campaign sizes and prices to size each wave; for a single listing, most agents keep the teaser modest and neighborhood-tight, then judge the launch wave by how the waitlist responded. You can also see the kinds of local professionals who run campaigns like these to judge whether the format fits your market.
What it costs, in plain numbers
Delilah campaigns are priced by volume — 25 reposts for $179, 50 for $279, and 100 for $429, with custom pricing beyond 100. What that buys is specific: real local people reposting with Instagram's native Repost button — never Stories, screenshots, bots, or bought engagement. For a coming-soon listing, that distinction is the product. A seller trusting you with a pre-market strategy is watching how you handle their home's first impression; a wave of real neighbors carries a different weight than inflated numbers ever will.
Measure the list, not the likes
Judge a coming-soon campaign by preview-list signups, showing requests booked before launch, launch-week tours, and how many inquiries name the teaser as how they heard about the home. Likes on the teaser post tell you almost nothing. Track the list in one place, follow up with every name the day the listing goes live, and tell your seller what the pre-market interest actually looked like — in names and appointments, not impressions. No campaign can promise offers. What it does is make sure launch day starts with buyers already waiting, instead of buyers you still have to find.
Frequently asked questions
What is a coming-soon repost campaign?
A coordinated wave of reposts before a listing goes live: real local accounts share one teaser post in the same window, so nearby buyers hear about the home early and can join a preview list. A second wave can run on launch day.
What can the teaser post say?
Only what your brokerage, MLS, and local rules allow before a listing is active — usually the area, the type of home, and the timing. No address, price, or showing details until permitted, and never anything that misleads buyers.
How much does it cost?
$179 for 25 reposts, $279 for 50, and $429 for 100, with custom pricing beyond 100. Most agents run a modest, neighborhood-sized teaser wave first.
Does it guarantee offers?
No — and no honest provider promises that. A campaign delivers the agreed reposts from real local accounts; the home, the price, and your follow-up decide the offers.