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66% of Builders Are Offering Incentives. Your Sellers Compete With That.
Good morning, NREB readers.
As always, we’re here to keep real estate professionals informed while cutting out the fluff. Let’s get right into it.
Your seller may be watching the listing down the street. Their buyer may be watching the builder a few miles away.
In September, 66% of builders reported using sales incentives, up from 63% in August, according to the National Association of Home Builders’ monthly survey. Separately, 38% reported cutting prices, up from 35%.
These are shares of surveyed builders, not shares of homes for sale. They do not tell you which local homes qualify or how much a particular buyer could save.
They do give agents a reason to look beyond resale listings when reviewing the competition. Where new construction is a realistic alternative, its current offer belongs in the conversation.
The asking price is only part of the offer
A buyer comparing two homes has more to consider than the gap between their advertised prices.
Help with closing costs could make one purchase easier to fund. A financing incentive could change the payment. Included features could reduce what the buyer needs to purchase after moving in.
Those benefits deserve a fair comparison with the home’s location, finished price, ongoing expenses, and condition. An attractive promotion does not automatically make the property the better choice.
But dismissing a nearby community because its homes start above your listing’s price can leave you unprepared for the comparison your buyer is already making.
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Three details worth getting in writing
Before treating a builder’s promotion as a competing offer, establish what this buyer could actually receive.
Which home qualifies? Ask for the eligible address or homesite and the price with the buyer’s chosen features included. Confirm whether the advertised benefit applies to that home and whether it can be combined with other offers. A promotion on one completed home does not establish the terms for every floor plan.
What are the financing conditions? If the incentive depends on a designated lender, compare that offer with an outside quote after accounting for any incentive the buyer would lose. Review the rate, fees, cash needed to close, and total monthly payment. For a temporary buydown, get the payment schedule through and after the subsidy period. The first payment alone is an incomplete affordability picture.
Does the timing work? Confirm any contract or closing deadline attached to the offer, whether the home is ready, and what the agreement says if completion is delayed. A benefit tied to a closing date the buyer cannot meet has little practical value to that household.
For the financing comparison, the Consumer Financial Protection Bureau recommends reviewing multiple Loan Estimates. Keep the loan amount, loan type, and quote timing comparable so differences are easier to understand.
What this means for your resale listings
This is a reason to update your competitive picture, not an instruction to match every builder promotion.
For a listing with nearby new construction serving a similar buyer, review a few specific alternatives. What would the buyer actually pay? What is included? When could they move in? How do the location and ongoing ownership costs compare?
Then make your listing’s advantages concrete. An established neighborhood, a particular lot, completed improvements, or a closing schedule that fits the buyer may matter more than a promotional credit. Explain those advantages where they exist, without assuming every buyer values them equally.
Keep the distinction between marketing competition and valuation evidence clear. A builder’s advertised offer helps explain the choices facing buyers; it does not, by itself, establish what your seller’s home is worth.
Before the next pricing conversation, know what the nearby builder is offering on a home your buyer could actually purchase.
You do not need to turn every seller discussion into a new-construction presentation. You do need to understand the offer that might pull the buyer elsewhere.
Sources
National Association of Home Builders, Builder Sentiment Falls on Higher Interest Rates and Costs: September 2026 builder survey, including incentive and price-cut shares. Published September 16, 2026.
Consumer Financial Protection Bureau, Compare and negotiate your loan offers: comparing rates, payments, lender costs, credits, and cash to close.
Consumer Financial Protection Bureau, Why did my monthly mortgage payment go up or change?: temporary buydowns and payment changes.
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