The slowing housing market has pushed many homebuilders to offer outrageous incentives and promotions to lure-in potential buyers. Everything from new appliances to reduced closing costs has been offered to consumers if they purchase a newly-built home. The overpowering surplus of un-bought homes that are for sale on the market are causing home builders to go to great lengths to get these homes off their hands. Now, more than ever homebuilders are finding the best way to entice a buyer is not by offering fancy upgrades on kitchen appliances, but to lower the overall price of the home. An August 30, 2006 article by Tomoeh Murakami Tse of The Washington Post, “Home builder’s new incentive: A flexible price,” discusses the new selling strategies and tactics of homebuilding companies. “And now, in the latest sign of the cooling home sales market, a luxury home builder in Rockville has begun resorting to the kind of tactic usually reserved for screaming electronics discounters -- the Lowest Price Guarantee.” “To ease buyers' worries about declining prices, Mid-Atlantic Builders will adjust its sales contract if the price it is charging for one of its houses falls from the time a customer signs an agreement to 45 days before settlement. So, the thinking goes, jittery buyers shelling out $500,000 to more than $1 million for one of the builder's single-family houses can rest assured that they're not sinking money into a depreciating asset.” Many people are very weary about buying a home right now since the market is currently not in a very good state. Builders have realized the only way to ease a potential buyer’s fears of buying in a cooling market, is by targeting the actual price of the new home. “While builders and developers have for months been dangling tens of thousands of dollars in incentives to prod hesitant buyers -- free upgrades, help with closing costs, plasma screen TVs, vacations, cars -- Mid-Atlantic's latest marketing strategy is unusual in that it leaves the most important line in the contract, the selling price, somewhat open-ended.” “Builders, Mid-Atlantic included, offer such enticements because they are reluctant to upset previous buyers by cutting their base prices. But in some places around the country, builders have begun cutting those prices, too.” The majority of homebuilders around the nation have reported that sales have slowed in recent months. Although people are still looking at homes, it seems as though most of them are holding off on buying for the time being. It may be because they are waiting for prices to drop, or they are just hesitant to buy because of the current market conditions. Whatever the case may be it seems as though the potential buyer is not interested in worldly goods or material items, but just the plain old cash. |