How to Word a Price Guide Update Without Looking Like the First Number Was Wrong

17 September 2026·3 min read

Quick answer: Frame the update around market evidence, not around the original number being wrong — "following strong buyer interest and X comparable offers, the price guide has been updated to reflect current demand." State the new range clearly, and update every channel (portal, signboard, website) at the same time so buyers don't see conflicting figures. 📈

Here's the reframe that matters 💖: a price guide update isn't an admission that the original number was wrong — it's evidence the campaign is working. Buyer interest, competing offers, and comparable sales are all legitimate reasons a guide moves, and the wording should make that obvious rather than sounding defensive.

What Most Agents Get Wrong

The common mistake is either avoiding the update too long (creating a bigger gap and more buyer frustration later) or wording it apologetically, which invites the exact scrutiny it's trying to avoid. A clear, evidence-based update, made promptly, reads as professional market management rather than a correction.

The Template

"Following strong buyer interest during the campaign, including [X] contracts requested and [X] offers received, the price guide for [address] has been updated to $[new range], reflecting genuine demand at this level."

Update the portal listing, signboard, and any printed material at the same time — a mismatch between channels is what actually raises buyer suspicion, not the update itself.

An agent running an auction campaign: updates the guide after the second open home once genuine offer-level interest is clear, rather than waiting until auction week, giving buyers time to adjust their own expectations and finance approvals accordingly.

A vendor advocate managing a private treaty sale: briefs the vendor in advance that a guide update is a likely, healthy sign of a strong campaign, so the vendor isn't caught off guard or reads it as the agent having underquoted originally.

The Mechanics: When to Update

Update as soon as there's genuine evidence (multiple offers, comparable sales, strong open home attendance) rather than waiting until the gap between guide and likely sale price becomes large. Keep a simple record of what evidence prompted each update, in case it's ever questioned.

💡 Update early, update everywhere at once: a small, prompt adjustment reads as normal market response; a large, delayed one invites the underquoting question you're trying to avoid.

Mistakes to Avoid

Waiting too long to update, which widens the gap and increases buyer frustration
Wording the update apologetically, which invites more scrutiny than confidence would
Updating one channel (like the portal) without updating the signboard or printed material
Updating without any genuine evidence behind the change

Please note: general information, not legal advice — underquoting laws and price guide obligations differ by state and carry real penalties, so confirm current requirements with your agency's compliance officer.

Frequently asked questions

How often can a price guide be updated during one campaign?

There's no fixed rule, but frequent, large jumps look worse than one or two well-evidenced updates — aim for accuracy from the start to minimise how often it's needed.

Does an update need to be publicly announced, or just changed on the portal?

At minimum, update every channel consistently; a brief announcement (via agent contact or email to interested buyers) adds transparency and tends to be well received.

What evidence counts as legitimate grounds for an update?

Genuine offers, strong open home attendance, and comparable recent sales are the standard, defensible reasons — vague "market feedback" without specifics is weaker ground.

Could updating the guide be seen as underquoting?

If the original guide had no reasonable basis, yes — this is precisely why setting an accurate initial guide matters as much as how the update is worded later.

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Written by

Kate, founder of Chronically Online

I help Gold Coast and Brisbane businesses grow with branding, websites and marketing that actually works.

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