It is the least interesting decision we make, and one of the few we never vary.
The reasoning
A listing that goes live on Monday has used four of its freshest days before anyone can realistically view it. Portal alerts fire on the day of publication, and a buyer who sees a house on Monday has usually forgotten it by Saturday.
Thursday publication puts the alert in front of people while they are planning a weekend, with the first open house forty-eight hours later.
What we see
Our first-weekend footfall runs noticeably higher on Thursday launches than on the Monday ones we tried in our first two years. The effect is not enormous, but it costs nothing, and a busy first open house changes how the following week is negotiated.
Nobody buys a house because of the launch day. Plenty of people never see it because of one.