Builder Incentives Reach 5-Year High

September 13, 2025

Even with more homes on the market right now, some buyers are still having a tough time finding the right one at the right price. Maybe the layout feels off. Maybe it still needs some updating. Or maybe it’s just more of the same.


That’s why more buyers are turning to new construction – and finding some of the best deals available today.


Why? Today, many builders have more homes that are finished and sitting on the market than normal. And that means they’re motivated to sell. They’re running a business, and they don’t want to sit on their inventory. They want to sell it before they build more homes. And that can definitely work in your favor.


As Lance Lambert, Co-Founder of ResiClubputs it:


“In housing markets where unsold completed inventory has built up, many homebuilders have pulled back on their spec builds— and many are doing bigger incentives or outright price cuts to move unsold inventory .”


Incentives Are the Highest They’ve Been in 5 Years


Data from the National Association of Home Builders (NAHB) shows 66% of builders offered sales incentives in AugustThat’s the peak so far this year, and the highest percentage we’ve seen in 5 years.

That means 2 out of every 3 builders are offering something extra to get deals done. And when builders throw in incentives, it’s the buyers like you who win.


Price Cuts Are Back on the Table


One of the most common incentives they’re offering right now is adjusting the price. According to NAHB, almost 40% of builders are doing price cuts (see graph below):

On average they’re taking off about 5% off the purchase price of the house. For a buyer, 5% could be the difference between reluctantly settling and finally getting a home that works for you.


Take a $500,000 house as an example. If builders reduce the price by 5%, you’re saving $25,000.


And even if the builder you’re interested in won’t budge on price, they’ve got plenty of other levers to pull. As Realtor.com explains: 


“. . . there are deals to be found in the market for new homes, with builders increasingly willing to negotiate on price or offer incentives such as rate buydowns and closing cost assistance.”


Why This Matters for You


As a buyer, you probably have a clear vision for your ideal home. Because you’re not just buying any house. You’re buying your house. The one with the space, features, and lifestyle you’ve been hoping for. New builds can check those boxes since they usually have: 


  • Bigger kitchens and open layouts
  • Energy efficiency (hello lower utility bills)
  • Smart-home upgrades
  • Fewer repair headaches on day one


And today’s incentives make buying a new home more attainable than it's been in years.


One Word of Advice: Don’t Go At It Alone


If you want to take advantage of this opportunity, just be sure to use your own agent. Builder reps aren’t there to save you money. They protect the builder’s bottom line. That’s why you need to bring your agent with you. Your agent will:


  • Cut through the sales pitch and run the cold hard numbers
  • Spot which incentives are actually worth it (and which ones are fluff)
  • Handle negotiations so you walk away with the best deal possible
  • Keep your best interest as their top priority


Bottom Line


If you're not finding a home you love, the new home market in Roseville, Folsom, and West Sacramento is buzzing with opportunity. With record-high incentives, price cuts in play, and builders itching to move inventory, this is the best time in years to buy new construction.


Curious how far today’s incentives could stretch your budget? Let’s connect so you can see what builders are offering in our area.

August 20, 2026
That spare room on the main floor. The finished basement with a kitchenette and its own entrance. The bonus room you've been using for storage. To you, it's extra space. But to a growing pool of buyers, it's the reason they'd pick your house . Here’s why. Multi-generational homebuying is on the rise. Millions of Families Are Living Multi-Generationally The number of multi-generational households is climbing. That’s when 3 or more generations live under one roof. And data shows those households grew from 3.2 million to almost 4 million between 2014 and 2024, according to Realtor.com . And each year, more people are shopping for a larger home that fits their combined needs. While the appetite for this type of house is rising across the board, data from USAFacts shows multi-generational living is more common in some states than others. The darker the state in the map below, the more common it is in that area ( see map below ): 
August 15, 2026
Imagine waiting a year to buy a home, only to find mortgage rates haven't changed much. That may sound frustrating.But it's a real possibility. A lot of people are putting their plans on hold because they believe much lower mortgage rates are right around the corner. But, based on today's forecasts, that may not happen. And you should know that before you decide what to do. Let's look at why experts don't expect a dramatic drop in rates – and the options that could help you buy anyway. Because even if rates don’t fall, you can still move. Here’s how. 1. Mortgage Rates Aren’t Expected To Fall in a Meaningful Way If you're waiting for rates to fall, you're not alone. A recent survey from Clever-Best Interest found 42% of people believe mortgage rates will drop below 5% this year. The challenge is, that's not what the experts who study mortgage rates every day are expecting. Forecasts from Fannie Mae , the Mortgage Bankers Association , and Wells Fargo all show mortgage rates staying relatively steady in the low-to-mid 6% range through at least mid-2027 ( see graph below ):
August 12, 2026
If you’re planning to buy your next home soon, you’ve probably heard the old rule about saving 20% for your down payment. The truth is, you usually don’t have to. Plenty of loan options let qualified buyers put down much less. But a lot of repeat buyers are choosing to put down 20% anyway. So, why are they if they don’t have to? Two reasons. They know a bigger down payment pays off, and after years in their current house, they’ve built up enough equity that it’s finally possible. Repeat Buyers Put More Money Down According to the National Association of Realtors (NAR), the typical repeat buyer puts down 23% when they buy a home ( see graph below ):
August 8, 2026
If buying a home is on your radar, you've probably been keeping an eye on mortgage rates and home prices . But don’t forget about homeowners insurance. Homeowners insurance has always been part of owning a home. But over the past few years, it's become a larger expense for many homeowners – something that's especially frustrating when affordability already feels tight. The good news? While premiums are still rising, the latest data shows those increases are beginning to slow. Here's what buyers should know. Home Insurance Costs Have Gone Up You've probably heard stories from friends or family about their premiums going up. And that’s not really a surprise when you consider data from the Pew Research Center shows 71% of homeowners say their insurance costs have gone up over the past few years. While no one likes rising costs, knowing what to expect can help you plan ahead. Your first insurance payment is typically included in your closing costs, but after that it'll become part of your monthly housing expenses. Getting an insurance quote early can help you build a more realistic budget and avoid surprises later. Premiums Are Rising, But Not as Fast as They Were Most of the headlines focus on how home insurance is getting more expensive. And that's true. But here’s the part that’s easy to miss. Insurance premiums are still rising. But they're not rising as fast as they were. According to the latest report from Rate Insurance , 2025 saw the first slowdown in annual premium increases since 2019 ( see graph below ):
August 4, 2026
If you're a homeowner getting ready to move , one question usually comes first: should you buy your next home before you sell, or sell your current house before you start looking? There's no single right answer. The best call depends on your finances, your local market, and your timeline. And a trusted agent can help you weigh all of it. But in a lot of cases these days, selling first puts you in the stronger spot. The Advantages of Selling First Selling is usually the trickier half of a move today, so getting it done first clears your biggest hurdle. And that’s especially true right now , because there are more homes for sale than there are buyers, which means houses are taking longer to sell than they did a year or two ago. So how does leading with your sale pay off? Let’s start with the money. 1. You Won’t Get Stuck Paying Two Mortgages Buy before you sell, and you could end up carrying two mortgages at once. Houses are staying on the market longer these days, that overlap may drag on for more time than you’d planned. And if unexpected repairs come up, it could get even more expensive. Plus, you need to have the financial ability to qualify to carry both homes at the same time. Selling first takes that risk off the table, so you’re not multitasking homeownership. As Ramsey Solutions puts it: "It's best to sell your old home before buying a new one to avoid unnecessary risks and possible headaches." 2. You Can Use Your Equity To Fuel Your Move This is always true, but one of the biggest perks of selling first is that you’ll know exactly how much money you're walking away with. And one of the big figures that matters in that conversation is how much equity you have in your current place. Equity is basically your house’s value minus what you still owe on your mortgage. And it adds up fast. According to Realtor.com , homeowners who’ve been in their home for 5 years have about $180,000 in equity on average. And those who’ve had their home for 6-10 years? They have over $340,000. After you sell, you can use that money to cover your down payment or even buy your next home in cash. And knowing that profit up front helps you plan your next move. 3. Your Offer Will Be Hard To Pass Up When your house is already sold, you don’t have to make your offer contingent on that sale. In a market where buyers are taking their time, that’s exactly what a seller wants to see. Picture it from the seller’s side. If their house has been sitting for a while, they’ll gravitate toward the offer most likely to close without a snag. That can also give you room to ask for a little more, like repairs, since a motivated seller would rather keep things moving than lose you and wait for another offer to come in. Your agent can help you make the most of your upper hand in that scenario. Is There a Catch? Selling first has its tradeoffs too, and it helps to see the pros and cons side by side before you decide. Here’s a quick breakdown based on information from Zillow ( see visual below ):
July 31, 2026
Remember how exciting it was to buy your first place? It felt like crossing a long-awaited finish line. It gave you a place to build your life. Maybe it’s where you lived when you got married. Or where you welcomed a child or a pet into the family. But that was just the beginning. For most people, your first house was never meant to be your forever home. It’s a stepping stone for what comes next. And if your life looks different today than it did when you got the keys, you’re not stuck. Moving may be more realistic than you think. Starter Home Inventory Is Still Relatively Low If you've been wondering whether now is the right time to move up, here's something worth knowing. Starter homes remain one of the hardest types of homes to find. And that's good news if you're thinking about selling your first place. Historically, we haven’t been building enough homes for first-time buyers. And even though homebuilders have shifted more attention toward smaller, entry-level homes lately, the Census shows there’s a long way to go to re-build supply ( see graph below ): 
July 28, 2026
If you own a luxury house, you're in a stronger spot than most sellers right now. While much of the market has cooled, the high-end tier hasn't. Sale prices and buyer demand are both up. So if you're considering selling, now could be a great time to make your move. Luxury Is Leading on Price Let’s start with prices . But before we get into it – what actually counts as a luxury home? Generally, these are homes in the top 5% price range for the area, so it varies depending on where you live, and what part of the country. But what’s interesting is that according to the latest data from Redfin , sale prices for luxury houses have risen about three times faster than for non-luxury. Right now, the typical home’s sale price is up about 1.5% year-over-year. But high-end homes? Their sale prices have gone up nearly 5% since last year ( see graph below ): 
July 25, 2026
Quick gut reaction. Which investment do Americans trust more than stocks, gold, savings accounts, and bonds? The answer hasn't changed in 14 years. It's real estate. And this year, that answer comes with even more conviction behind it. New data shows people aren't just saying homeownership is a smart move, they're feeling better about it than they have in years. Let's dig into why. Real Estate Takes the Top Spot – Again Every year, Gallup asks Americans to name the best long-term investment. And for the 14th year in a row, real estate came out on top ( see graph below ):
July 21, 2026
If you’ve thought about buying a home in the past few years, you may have run into two frustrations: asking prices that kept climbing and too few homes to choose from. In many places, both sticking points are letting up this summer, with lower asking prices and more homes for sale. Let’s look at the trends, and what they mean for your search. Sellers Are Pricing To Attract Buyers According to Realtor.com , the national median asking price was $430,000 in June, nearly $11,000 under what it was the year before ( see graph below ):
July 10, 2026
Saving for a down payment can feel like the hardest part of buying a home. And with affordability as tight as it’s been lately, it’s fair to wonder how anyone manages it right now. Here’s something you may not have seen coming.  Some people are getting their foot in the door with a smaller down payment. According to Realtor.com, the typical buyer put down about $23,400 in early 2026 – that's around $5,000 below what was typical the year before (a 19% drop year over year). That’s the lowest down payments have been since 2021 (see graph below):
Show More
August 20, 2026
That spare room on the main floor. The finished basement with a kitchenette and its own entrance. The bonus room you've been using for storage. To you, it's extra space. But to a growing pool of buyers, it's the reason they'd pick your house . Here’s why. Multi-generational homebuying is on the rise. Millions of Families Are Living Multi-Generationally The number of multi-generational households is climbing. That’s when 3 or more generations live under one roof. And data shows those households grew from 3.2 million to almost 4 million between 2014 and 2024, according to Realtor.com . And each year, more people are shopping for a larger home that fits their combined needs. While the appetite for this type of house is rising across the board, data from USAFacts shows multi-generational living is more common in some states than others. The darker the state in the map below, the more common it is in that area ( see map below ): 
August 15, 2026
Imagine waiting a year to buy a home, only to find mortgage rates haven't changed much. That may sound frustrating.But it's a real possibility. A lot of people are putting their plans on hold because they believe much lower mortgage rates are right around the corner. But, based on today's forecasts, that may not happen. And you should know that before you decide what to do. Let's look at why experts don't expect a dramatic drop in rates – and the options that could help you buy anyway. Because even if rates don’t fall, you can still move. Here’s how. 1. Mortgage Rates Aren’t Expected To Fall in a Meaningful Way If you're waiting for rates to fall, you're not alone. A recent survey from Clever-Best Interest found 42% of people believe mortgage rates will drop below 5% this year. The challenge is, that's not what the experts who study mortgage rates every day are expecting. Forecasts from Fannie Mae , the Mortgage Bankers Association , and Wells Fargo all show mortgage rates staying relatively steady in the low-to-mid 6% range through at least mid-2027 ( see graph below ):
August 12, 2026
If you’re planning to buy your next home soon, you’ve probably heard the old rule about saving 20% for your down payment. The truth is, you usually don’t have to. Plenty of loan options let qualified buyers put down much less. But a lot of repeat buyers are choosing to put down 20% anyway. So, why are they if they don’t have to? Two reasons. They know a bigger down payment pays off, and after years in their current house, they’ve built up enough equity that it’s finally possible. Repeat Buyers Put More Money Down According to the National Association of Realtors (NAR), the typical repeat buyer puts down 23% when they buy a home ( see graph below ):
August 8, 2026
If buying a home is on your radar, you've probably been keeping an eye on mortgage rates and home prices . But don’t forget about homeowners insurance. Homeowners insurance has always been part of owning a home. But over the past few years, it's become a larger expense for many homeowners – something that's especially frustrating when affordability already feels tight. The good news? While premiums are still rising, the latest data shows those increases are beginning to slow. Here's what buyers should know. Home Insurance Costs Have Gone Up You've probably heard stories from friends or family about their premiums going up. And that’s not really a surprise when you consider data from the Pew Research Center shows 71% of homeowners say their insurance costs have gone up over the past few years. While no one likes rising costs, knowing what to expect can help you plan ahead. Your first insurance payment is typically included in your closing costs, but after that it'll become part of your monthly housing expenses. Getting an insurance quote early can help you build a more realistic budget and avoid surprises later. Premiums Are Rising, But Not as Fast as They Were Most of the headlines focus on how home insurance is getting more expensive. And that's true. But here’s the part that’s easy to miss. Insurance premiums are still rising. But they're not rising as fast as they were. According to the latest report from Rate Insurance , 2025 saw the first slowdown in annual premium increases since 2019 ( see graph below ):
August 4, 2026
If you're a homeowner getting ready to move , one question usually comes first: should you buy your next home before you sell, or sell your current house before you start looking? There's no single right answer. The best call depends on your finances, your local market, and your timeline. And a trusted agent can help you weigh all of it. But in a lot of cases these days, selling first puts you in the stronger spot. The Advantages of Selling First Selling is usually the trickier half of a move today, so getting it done first clears your biggest hurdle. And that’s especially true right now , because there are more homes for sale than there are buyers, which means houses are taking longer to sell than they did a year or two ago. So how does leading with your sale pay off? Let’s start with the money. 1. You Won’t Get Stuck Paying Two Mortgages Buy before you sell, and you could end up carrying two mortgages at once. Houses are staying on the market longer these days, that overlap may drag on for more time than you’d planned. And if unexpected repairs come up, it could get even more expensive. Plus, you need to have the financial ability to qualify to carry both homes at the same time. Selling first takes that risk off the table, so you’re not multitasking homeownership. As Ramsey Solutions puts it: "It's best to sell your old home before buying a new one to avoid unnecessary risks and possible headaches." 2. You Can Use Your Equity To Fuel Your Move This is always true, but one of the biggest perks of selling first is that you’ll know exactly how much money you're walking away with. And one of the big figures that matters in that conversation is how much equity you have in your current place. Equity is basically your house’s value minus what you still owe on your mortgage. And it adds up fast. According to Realtor.com , homeowners who’ve been in their home for 5 years have about $180,000 in equity on average. And those who’ve had their home for 6-10 years? They have over $340,000. After you sell, you can use that money to cover your down payment or even buy your next home in cash. And knowing that profit up front helps you plan your next move. 3. Your Offer Will Be Hard To Pass Up When your house is already sold, you don’t have to make your offer contingent on that sale. In a market where buyers are taking their time, that’s exactly what a seller wants to see. Picture it from the seller’s side. If their house has been sitting for a while, they’ll gravitate toward the offer most likely to close without a snag. That can also give you room to ask for a little more, like repairs, since a motivated seller would rather keep things moving than lose you and wait for another offer to come in. Your agent can help you make the most of your upper hand in that scenario. Is There a Catch? Selling first has its tradeoffs too, and it helps to see the pros and cons side by side before you decide. Here’s a quick breakdown based on information from Zillow ( see visual below ):
July 31, 2026
Remember how exciting it was to buy your first place? It felt like crossing a long-awaited finish line. It gave you a place to build your life. Maybe it’s where you lived when you got married. Or where you welcomed a child or a pet into the family. But that was just the beginning. For most people, your first house was never meant to be your forever home. It’s a stepping stone for what comes next. And if your life looks different today than it did when you got the keys, you’re not stuck. Moving may be more realistic than you think. Starter Home Inventory Is Still Relatively Low If you've been wondering whether now is the right time to move up, here's something worth knowing. Starter homes remain one of the hardest types of homes to find. And that's good news if you're thinking about selling your first place. Historically, we haven’t been building enough homes for first-time buyers. And even though homebuilders have shifted more attention toward smaller, entry-level homes lately, the Census shows there’s a long way to go to re-build supply ( see graph below ): 
July 28, 2026
If you own a luxury house, you're in a stronger spot than most sellers right now. While much of the market has cooled, the high-end tier hasn't. Sale prices and buyer demand are both up. So if you're considering selling, now could be a great time to make your move. Luxury Is Leading on Price Let’s start with prices . But before we get into it – what actually counts as a luxury home? Generally, these are homes in the top 5% price range for the area, so it varies depending on where you live, and what part of the country. But what’s interesting is that according to the latest data from Redfin , sale prices for luxury houses have risen about three times faster than for non-luxury. Right now, the typical home’s sale price is up about 1.5% year-over-year. But high-end homes? Their sale prices have gone up nearly 5% since last year ( see graph below ): 
July 25, 2026
Quick gut reaction. Which investment do Americans trust more than stocks, gold, savings accounts, and bonds? The answer hasn't changed in 14 years. It's real estate. And this year, that answer comes with even more conviction behind it. New data shows people aren't just saying homeownership is a smart move, they're feeling better about it than they have in years. Let's dig into why. Real Estate Takes the Top Spot – Again Every year, Gallup asks Americans to name the best long-term investment. And for the 14th year in a row, real estate came out on top ( see graph below ):
July 21, 2026
If you’ve thought about buying a home in the past few years, you may have run into two frustrations: asking prices that kept climbing and too few homes to choose from. In many places, both sticking points are letting up this summer, with lower asking prices and more homes for sale. Let’s look at the trends, and what they mean for your search. Sellers Are Pricing To Attract Buyers According to Realtor.com , the national median asking price was $430,000 in June, nearly $11,000 under what it was the year before ( see graph below ):
July 10, 2026
Saving for a down payment can feel like the hardest part of buying a home. And with affordability as tight as it’s been lately, it’s fair to wonder how anyone manages it right now. Here’s something you may not have seen coming.  Some people are getting their foot in the door with a smaller down payment. According to Realtor.com, the typical buyer put down about $23,400 in early 2026 – that's around $5,000 below what was typical the year before (a 19% drop year over year). That’s the lowest down payments have been since 2021 (see graph below):
Show More