New Price, Not Just Listed: Price Change Marketing on Stellar MLS

Short answer: after a price change, call it a "New price". Don't relabel the listing as "Just listed" or make it look new. Under Stellar MLS rules, the change has to be authorized in writing by the owner and filed within two business days. Price history is public, so any "was/now" claim has to match it exactly. Your "New price" graphics belong on social, email and print, not in MLS photo slots, and every ad needs your brokerage's licensed name.

This is a plain-English summary for Florida agents, not legal advice. ListingAce isn't affiliated with Stellar MLS. Always check the current rule text and your broker's policies.

1. The price change comes first, in writing

Stellar MLS Article 05.12(A) says any price change "shall be made only when authorized in writing by the owner(s) of record" and filed with Stellar "within two days, excluding weekends and federally recognized holidays," after you receive the signed authorization. Missing that window is an automatic Level I fine.

What this means for your marketing: don't create or schedule "New price" posts until the authorization is signed and the MLS price is updated. A post that runs ahead of the MLS creates a mismatch buyers and other agents will notice.

2. Why "New price" and not "Just listed"

"Just listed" tells buyers the listing is new to the market. After a price change, it isn't.

Florida's advertising rule, Fla. Admin. Code R. 61J2-10.025, says no real estate advertisement by a licensee "shall be fraudulent, false, deceptive or misleading."
Stellar Article 04.15 says a listing "may not be inactivated through a change of status and then be reactivated to cause the listing to appear as new." Violations are an automatic Level II fine. That rule covers status changes, not post wording. But the principle is the same: don't make an existing listing look new.
Stellar Article 05.21 allows price-change history to be shown in advertising, including IDX. Many buyers can see the history, so a "fresh listing" framing tends to backfire.

"New price," "Take a second look" and "Fresh look" are all accurate, and they still give buyers a reason to click.

3. If you show "was/now," it must match the price history

A comparison like "Was $425,000, now $410,000" is fine only if $425,000 really was the list price shown in the MLS history. Copy it from the history and don't round in your favor. The FTC's long-standing pricing guide, 16 CFR 233.1, calls a former-price comparison deceptive when the former price wasn't an actual, bona fide price offered to the public. That guide was written for retail goods, but the honesty principle carries over.

When in doubt, use plain "New price: $410,000". It's accurate and doesn't invite a comparison.

4. Keep graphics and banners out of MLS photos

Stellar Article 04.05(D) says photos and virtual tours may not contain company or agent logos, contact info, branding, "text, or graphics of any kind" (except the Stellar watermark). So:

Don't upload a "New price" banner photo or a branded reel into MLS photo or virtual-tour slots.
Do use them on Instagram, Facebook, email and flyers.
Your MLS photo slot 1 still has to be the front exterior (or slot 2, if slot 1 is an aerial or a water view from the property). Article 04.05(A) says a pool doesn't count as a water view, and a collage can't go in slot 1.

5. What can't go in the public remarks

When you rewrite remarks for the relaunch, Article 04.06(E) still applies. Public remarks can't include agent or seller contact info, websites or URLs, showing instructions, open house information, vendor information, lockbox references, or access codes. So "Open house Saturday!" goes on social and email, not in the remarks.

Offers of compensation can't appear anywhere in MLS listing content, including remarks, photos and attachments (Article 04.05(H); Level III severe fine).

If any photo in the refreshed set is virtually staged, the remarks still have to begin with "One or more photo(s) was virtually staged." (Article 04.04).

6. Put your brokerage name on every piece

61J2-10.025 requires that "all real estate advertisements must include the licensed name of the brokerage firm." On internet ads, it has to sit next to (or just above or below) your contact information. That applies to each graphic, caption, reel end card, flyer and email in your "New price" campaign.

7. Watch what you say about the seller

Under Florida law, a transaction broker can't disclose "that the seller will accept a price less than the asking or listed price" or "the motivation of any party for selling" unless the party waives this in writing (Fla. Stat. 475.278). Leave out "motivated seller," "bring all offers" and "must sell" unless your seller has authorized it in writing. Keep the copy focused on the property.

A "New price" campaign checklist

Written price-change authorization signed by the owner(s) of record
New price filed in Stellar within 2 days (excluding weekends and federal holidays)
Wording: "New price," never "Just listed" or "New listing"
Any "was/now" matches the MLS price history exactly
Graphics and reel used only on social, email and print, not in MLS photo or virtual-tour slots
Slot 1 is still the front exterior (or slot 2 after an aerial or water view)
Remarks: no open house info, URLs, contact info or compensation
Staging disclosure first in remarks if any photo is virtually staged
Brokerage licensed name on every ad
No seller-motivation or "will take less" language without a written waiver
Fair Housing: describe the property, not the buyer

Common questions

Can I say "Price reduced" instead of "New price"?

Florida and Stellar rules don't ban the phrase as long as it's true. Many agents prefer "New price" because it's accurate and doesn't invite a was/now comparison. If you show both prices, they must match the MLS price history.

Can I put "New price" on the first MLS photo?

No. Stellar Article 04.05(D) bans text and graphics of any kind on MLS photos and virtual tours (except Stellar's watermark). Use the banner on social media and flyers.

Can I relist the property to reset days on market?

Not as a marketing trick. Article 04.15 bars inactivating and reactivating a listing to make it appear new. A new listing number is valid only with a new listing agreement by a new office, or by the same brokerage at least 30 days after the prior agreement expired or was withdrawn. CDOM resets after 60 days off market.

Can I mention the open house in the remarks?

No. Article 04.06(E) bans open house information in public remarks. Promote it on social, email and your website.

Do I have to wait for the MLS update before posting?

It's the safest order. The change must be authorized in writing and filed within two days. Posting a price that doesn't yet match the MLS creates a mismatch.

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Sources checked Oct 19, 2026: Stellar MLS Rules & Regulations PDF (last updated Oct 15, 2026), Articles 04.04, 04.05, 04.06, 04.15, 05.12, 05.21; Fla. Admin. Code R. 61J2-10.025; Fla. Stat. 475.278; 16 CFR 233.1.

"New Price," Not "Just Listed": How to Market a Price Change Under Stellar MLS Rules