Efficiently Manage Days on Market with NorthstarMLS

The Multiple Listing Service (MLS) remains the most powerful platform for marketing real estate. Homes listed on NorthstarMLS benefit from broad exposure to tens of thousands of local agents and appear on major consumer-facing sites, generating more showings, greater competition and often stronger offers. 

Exposure to a broader buyer pool, professional marketing and data-driven pricing matters. A study conducted by BrightMLS shows that listings marketed through the MLS sold for 17% more than those kept off-market. Simply put, the MLS isn’t just a place to post listings—it’s a tool to maximize value for your clients. 

That said, some agents hesitate to list on the MLS right away out of concern for accumulating Days on Market (DOM), which can make a property appear stale or overpriced. But avoiding the MLS altogether means missing out on its unmatched visibility. 

The good news? You don’t have to choose between using the MLS and navigating unnecessary DOM during the preparation for full Active status. NorthstarMLS provides several tools and listing statuses that allow agents to market strategically without racking up undesirable days. Here’s how to stay flexible, proactive and competitive while still getting all the benefits of MLS exposure.

 

1. Start with Withheld Status for Early Prep and Internal Marketing

The Withheld status allows agents to upload listing information to the MLS without making it visible to the public or other brokerages. This option is perfect when a seller needs time to get the home market-ready but still wants to start the process behind the scenes. 

You can use the Withheld status to: 

• Park the listing for the winter or delay the move from contract to marketing 

• Share the listing internally within your brokerage 

• Get feedback from colleagues on pricing, condition and photos 

• Begin early in-office marketing while the seller finishes tasks like painting, installing carpet or making repairs 

• Notify select agents that are active in the local marketplace via one-to-one communication 

It can also generate buzz, if that’s the seller’s goal, while not accruing DOM. 

 

2. Use Comparative Market Analysis (CMA) to Set the Right Price from the Start

Pricing a listing correctly is one of the most important strategies for minimizing time on the market. Overpricing often leads to stale listings, price reductions and a growing DOM—none of which inspire buyer confidence. 

That’s where NorthstarMLS CMA tools including Realtors Property Resource (RPR) and Realist come in. With access to local comps, school zones, neighborhood trends and market activity, you can develop pricing strategies based on real-time data. A smart starting price avoids the need for later adjustments and reduces the chance of accumulating days on the market. 

 

3. Leverage Coming Soon to Build Market Anticipation

When you’re not quite ready for showings but want to generate excitement out of your office, the Coming Soon status is the perfect middle ground. This option allows the listing to appear publicly on the MLS and on consumer-facing sites, but showings are prohibited until it becomes Active, and Days on Market do not accumulate during this period. 

Key benefits of Coming Soon: 

• Public Visibility: Your listing appears on MLS platforms, allowing buyers and agents to see it but not tour it. 

• Social Media Marketing: You can proactively promote the property on social media, generate interest with graphics and tease upcoming availability. This is a major advantage for building anticipation before showings begin. 

• Flexible Visual Requirements: Only one photo is required when going Coming Soon, which means you don’t have to showcase areas that are still under renovation. You can post a clean exterior photo or a placeholder image while the seller finishes final touches inside. 

You can use this time to: 

• Finalize professional photography or staging 

• Coordinate open house schedules 

• Let neighbors, agents and your buyer network know something exciting is about to hit the market 

Remember, a listing can only remain in Coming Soon status for up to 21 days. After that, it must be moved to Active. Coming Soon is a pre-marketing runway that helps you prepare strategically without burning through DOM. 

 

4. Market Smarter with AdBuilder, PostcardMania and CubiCasa

Your marketing strategy plays a major role in how quickly a listing sells. NorthstarMLS provides powerful tools that help you promote listings, giving your properties a competitive edge from day one. With just a few clicks, you can generate custom property flyers, social media advertisements and direct mail campaigns. 

• CubiCasa lets you take a quick scan of the property and create accurate floor plans that help buyers better visualize the layout, even before stepping foot inside. Listings with floor plans often perform better online, increasing engagement and leading to faster decisions from serious buyers. 

• PostcardMania allows you to target local neighborhoods or past clients with custom-made, branded postcards of your listings. It is integrated seamlessly into Add/Edit, where you can access your listing and click on the Advertising and Promotions tab to get started. 

• With AdBuilder, you can create social media advertisements to help you generate interest online. It is also available in Add/Edit with the same process as PostcardMania. If you choose the lifecycle setting, the status on the ad will automatically change with status changes in MLS.

• RatePlug connects you to active homebuyers and allows you to create custom flyers for your listings. Agents using RatePlug experience a 15% shorter contact-to-contract time frame. 

Using these tools proactively helps listings stand out, generates early interest and supports a shorter time on the market. By combining strong visuals, strategic outreach and informative content, you’re not just filling out a listing—you’re launching a marketing campaign designed to move properties faster. 

 

5. Pause DOM with TNAS (Temporarily Not Available for Showing)

After a listing is Active, there may be times when showings need to pause. Enter TNAS! TNAS removes the listing from active showing availability and pauses DOM accumulation. You can use this status: 

• Around holidays when activity is much lighter and people are busy preparing 

• When the seller chooses to make home improvements or has contractor delays 

• During inspection periods (be sure to indicate contingencies like Inspection), in case a buyer backs out and you return to the market 

TNAS helps keep your listing accurate and your DOM protected during unavoidable lulls or changes. 

 

6. When Needed, Cancel and Relist for a Fresh Start

If you’ve gone live and circumstances change, such as a long time on the market or the need for a major repositioning, you can cancel and relist the property. This will reset Days on Market (DOM) for the new listing. 

Cancel and relist can be a helpful strategy for refreshing interest, restarting marketing campaigns or pairing with a significant price change. Used thoughtfully, this option gives agents and sellers another way to hit the reset button without abandoning the MLS. 

Remember, while Days on Market will start over with a cancel and relist, Cumulative Days on Market (CDOM) will continue tracking in the MLS, as it is attached to the property ID. 

Avoiding high DOM doesn’t require skipping the MLS; it requires using it smartly. By taking full advantage of the listing statuses available and pairing them with NorthstarMLS CMA and marketing tools, you can help clients sell their homes faster, smoother and with more confidence.