09/15/2026
đ Builders are cutting prices again, and the shift from July to August is pretty significant.
A new BTIG/HomeSphere survey of 59 small and mid-sized homebuilders shows just how quickly conditions softened in August:
đ 30% cut base prices, double Julyâs 15%
đ° 36% increased buyer incentives, up from 19%
đ 44% said sales came in below expectations, up from 29%
đĄ 42% reported fewer sales than a year ago, the highest percentage since November 2023
đś 37% reported declining buyer traffic, up from 23%
âŹď¸ Only 13% raised prices, down from 21%
Affordability and weaker demand were among the biggest concerns builders reported.
Why does this matter?
Builders often react to changing market conditions faster than individual homeowners because every completed home sitting unsold costs them money. When inventory starts stacking up, they have several levers they can pull: price reductions, closing-cost assistance, mortgage-rate buydowns, upgrades, or combinations of all four.
đ For buyers: Donât assume the advertised price or incentive is the best deal available. If youâve been sitting on the sidelines because of affordability, it may be worth revisiting new construction. Depending on the builder and community, there may be considerably more negotiating room than there was even a month ago.
đ For resale sellers: Pay attention. Your competition isnât limited to the house down the street. If nearby builders are offering lower prices, rate buydowns, and thousands toward closing costs, buyers are comparing that entire package against your home. Pricing and positioning correctly matters even more in communities competing heavily with new construction.
And remember, this is a national survey of 59 builders, so it doesnât mean every builder or every Houston-area community is experiencing the same thing. But the month-over-month movement is absolutely worth watching.