• Home
  • Latest
  • Fortune 500
  • Finance
  • Tech
  • Leadership
  • Lifestyle
  • Rankings
  • Multimedia

Trendingnow

1

Ohio city workers are covering automated license plate readers with trash bags as officials sound the alarm on 'egregious violations' of privacy

2

Social Security unraveling: 7,100 workers sacked, performance metrics retired, disability claims falling

3

Erin Brockovich, the activist who defeated a utility giant and inspired a Julia Roberts film, is pushing data centers to be more transparent

1

Ohio city workers are covering automated license plate readers with trash bags as officials sound the alarm on 'egregious violations' of privacy

2

Social Security unraveling: 7,100 workers sacked, performance metrics retired, disability claims falling

3

Erin Brockovich, the activist who defeated a utility giant and inspired a Julia Roberts film, is pushing data centers to be more transparent
FinanceHousing

We’re still in a housing market slump—here’s how to negotiate a better deal with homebuilders

By
Alena Botros
Alena Botros
Former staff writer
Down Arrow Button Icon
By
Alena Botros
Alena Botros
Former staff writer
Down Arrow Button Icon
February 5, 2023, 5:57 PM ET
Homes under construction in Arcola, Texas, in July 2022.
The housing market remains in a slumpMark Felix/Bloomberg via Getty Images

Last year’s 3 percentage point increase in mortgage rates, coupled with home prices that jumped over 40% during the Pandemic Housing Boom, has priced out millions of homebuyers.

That sharp buyer pullback comes at a less than ideal time for U.S. homebuilders. See, a combination of pandemic-related supply chain constraints and a surplus of eager buyers during the boom, saw the total number of units under construction reach historic levels last year. And that historic backlog, along with spiked cancellation rates, means buyers finally have some negotiating power over builders.

To find out how buyers might be able to strike a better deal with builders, Fortune reached out to John Downs, a certified mortgage advisor and senior vice president at Vellum Mortgage.

The first trick is to simply employ raw negotiation tactics, like offering low, or using outside lenders “to keep builder lenders honest,” Downs says. The second trick is to see what incentives builders might be able to offer.

Unlike homeowners—who are less likely to give up the equity they have—builders are just dropping profit. So when the market shifts, builders can drop prices and/or throw out incentives like paying closing costs (which can amount to between 2% to 5% of your mortgage loan), offering mortgage rate buydowns (builders pay lenders a lump sum of money to reduce mortgage rates for prospective buyers), paying homeowner association dues, or making upgrades throughout the construction process. 

“For builders, it’s a business,” Downs said. “Which is very different than regular homeowners where it’s their network savings. So for a builder, it’s just a raw business decision—am I still making money? And if I’m losing, what am I gaining by losing?”

Still getting builders to offer those incentives can vary depending on the market, the season, individual builders, and whether a buyer is looking to purchase standing inventory versus asking for a house to be built. 

And as for individual builders, they can have different mindsets regarding inventory. For example, in the first few months of the year, one may prefer to hold onto a home until getting the price they want because there’s time. Meanwhile, another builder may be fearful of the future and offer aggressive incentives. 

There’s also a clear difference between small builders and bigger builders with larger financial backing, and that can translate into the incentives they’re able to offer. Therefore as a buyer, it’s important to understand the market, the inventory, and the homebuilder you’re working with—to start, at least. 

As for home improvements or upgrades, builders sometimes use the fact that “they can build stuff cheaper and the perceived value to the [buyer] is bigger,” Downs told Fortune. He gave an example: if a buyer is quoted $50,000 to build a patio but the builder could do it for $15,000—as a consumer it checks out, and the builder basically uses “inflated values to give the perception of bigger savings.” 

So improvements like those, tied to the physical house, aren’t considered seller concessions by lenders. Lenders instead look at anything that is cash changing, like covering closing costs or offering rate buydowns, as a seller concession. But that doesn’t mean builders can’t still use those strategies to entice buyers—rather the buyer just needs to qualify for those incentives and that can depend on the type of loan.

However, incentives aren’t forever—it generally depends on the market, which is cyclical. There are times when builders don’t need to offer incentives (typically in a competitive market when there’s several offers over the asking price).

But Downs told Fortune that he thinks we’re in a “sweet spot of deal making,” at least for a few more months until the market rebalances and becomes more aligned with the pre-pandemic norm. Even so, affordability is still a problem, Downs said—meaning that sweet spot could potentially last a bit longer. 

“When I quote payments, people still choke when they hear them,” Downs said.

You can find Zillow and Moody’s respective regional home price forecasts here.

Learn how to navigate and strengthen trust in your business with The Trust Factor, a weekly newsletter examining what leaders need to succeed. Sign up here.

About the Author
By Alena BotrosFormer staff writer
LinkedIn iconTwitter icon

Alena Botros is a former reporter at Fortune, where she primarily covered real estate.

See full bioRight Arrow Button Icon

Latest in Finance

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025

Most Popular

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Fortune Secondary Logo
Rankings
  • 100 Best Companies
  • Fortune 500
  • Global 500
  • Fortune 500 Europe
  • Most Powerful Women
  • World's Most Admired Companies
  • See All Rankings
  • Lists Calendar
Sections
  • Finance
  • Fortune Crypto
  • Features
  • Leadership
  • Health
  • Commentary
  • Success
  • Retail
  • Mpw
  • Tech
  • Lifestyle
  • CEO Initiative
  • Asia
  • Politics
  • Conferences
  • Europe
  • Newsletters
  • Personal Finance
  • Environment
  • Magazine
  • Education
Customer Support
  • Frequently Asked Questions
  • Customer Service Portal
  • Privacy Policy
  • Terms Of Use
  • Single Issues For Purchase
  • International Print
Commercial Services
  • Advertising
  • Fortune Brand Studio
  • Fortune Analytics
  • Fortune Conferences
  • Business Development
  • Group Subscriptions
About Us
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • Facebook icon
  • Twitter icon
  • LinkedIn icon
  • Instagram icon
  • Pinterest icon

Latest in Finance

paceX and Tesla founder Elon Musk speaks during an America PAC town hall on October 26, 2024 in Lancaster, Pennsylvania.
HealthSpaceX
SpaceX reveals its share price and record valuation: 555.6 million shares at $135 apiece, at a $1.77 trillion valuation
By Eva RoytburgJune 3, 2026
8 hours ago
Live updates from the NYC bar that promised to cover everyone’s tabs if the Knicks won, and used Kalshi to hedge their bets
InvestingSports
Live updates from the NYC bar that promised to cover everyone’s tabs if the Knicks won, and used Kalshi to hedge their bets
By Catherina GioinoJune 3, 2026
8 hours ago
Andy Jassy speaks in front of a black and blue background.
FinanceFortune 500
What is a Fortune 500 company? The story behind the list
By Sasha RogelbergJune 3, 2026
9 hours ago
SpaceX may be the biggest IPO ever, but Morningstar says it is overvalued by half and the smart investors will wait out the hype and buy later
Startups & VentureSpaceX
SpaceX may be the biggest IPO ever, but Morningstar says it is overvalued by half and the smart investors will wait out the hype and buy later
By Marco Quiroz-GutierrezJune 3, 2026
9 hours ago
Sallie Mae Private Student Loans review
Personal FinanceLoans
Sallie Mae Private Student Loans review
By Joseph HostetlerJune 3, 2026
9 hours ago
These Fortune 500 companies are bigger than most national economies—here’s where they’d rank as countries
Big TechFortune 500
These Fortune 500 companies are bigger than most national economies—here’s where they’d rank as countries
By Catherina GioinoJune 3, 2026
10 hours ago

Most Popular

Ohio city workers are covering automated license plate readers with trash bags as officials sound the alarm on 'egregious violations' of privacy
Cybersecurity
Ohio city workers are covering automated license plate readers with trash bags as officials sound the alarm on 'egregious violations' of privacy
By Sasha RogelbergJune 3, 2026
16 hours ago
Social Security unraveling: 7,100 workers sacked, performance metrics retired, disability claims falling
North America
Social Security unraveling: 7,100 workers sacked, performance metrics retired, disability claims falling
By Katie Savin, Callie Freitag, Matthew Borus and The ConversationJune 2, 2026
2 days ago
Erin Brockovich, the activist who defeated a utility giant and inspired a Julia Roberts film, is pushing data centers to be more transparent
Environment
Erin Brockovich, the activist who defeated a utility giant and inspired a Julia Roberts film, is pushing data centers to be more transparent
By Marco Quiroz-GutierrezJune 1, 2026
2 days ago
Current price of oil as of June 3, 2026
Personal Finance
Current price of oil as of June 3, 2026
By Joseph HostetlerJune 3, 2026
17 hours ago
Southwest exec says the free bag and assigned seating overhaul is already paying off
Travel & Leisure
Southwest exec says the free bag and assigned seating overhaul is already paying off
By Preston ForeJune 2, 2026
1 day ago
Current price of oil as of June 2, 2026
Personal Finance
Current price of oil as of June 2, 2026
By Joseph HostetlerJune 2, 2026
2 days ago

© 2026 Fortune Media IP Limited. All Rights Reserved. Use of this site constitutes acceptance of our Terms of Use and Privacy Policy | CA Notice at Collection and Privacy Notice | Do Not Sell/Share My Personal Information
FORTUNE is a trademark of Fortune Media IP Limited, registered in the U.S. and other countries. FORTUNE may receive compensation for some links to products and services on this website. Offers may be subject to change without notice.