What Does a Price Guide Really Mean When You Inquire About a Property?

Most buyers’ agents assume the price guide reflects the property’s true value. It doesn’t.

Has the agent underquoted? Underquoting is when a property is advertised well below the agent’s own estimate of value, and often, they underquote up to 10% of the market value. Why? It attracts attention, boosts inquiries, and brings more buyers into the campaign. The downside is that it leaves investors confused, disappointed, and eventually frustrated enough to overpay just to secure something.

The truth is simple. Whether a property is on-market, off-market, or pre-market, the guide is usually an anchor point for them, not a closing price.

If you want to compete with confidence, focus on three things:

1. Know the real value, not the quoted value. Crunch numbers at comparable sales, call buyers’ agents about what is currently selling, calculate land-to-house value, zoning rules, and local demand. Build your own benchmark with a strict dashed line instead of relying on the guide.

2. Strengthen your financial position. Be ready to move fast when the right deal comes up. If your financial position is strong, be prepared to go unconditional on finance. Speed creates leverage. Not always the best price wins; often, the best conditions win too.

3. Rely on data instead of emotion. When you understand a property’s true worth, you don’t get swayed by a campaign that’s built to attract crowds. The handsome the campaign is, the easier it is to get pulled along.

This is also why we buy many off-market properties and pre-market properties. Research across the Australian market shows that a large portion of genuine opportunities never make it to the major portals. They don’t come dressed up, but better price tag. They’re not styled, they might be a bit untidy, they may need cosmetic work, and they don’t always present well in photos/videos.

And because they don’t fit the traditional “marketing standard,” agents prefer to place them quietly with a qualified best buyer’s agent rather than spend time and money on a full-on-market push. And that’s exactly where the value is. Less competition, less emotion in the process, and more room to negotiate.

For tailored property insights and guidance, contact Ash Buyers Agency today. Call us at +61 434 111 200 to discuss off-market opportunities, investment property strategies, and how to secure the best deals with confidence.

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