Builders Sold Below Asking in All 25 Markets, Data Shows

Home builders sold homes below asking price in every one of 25 markets studied, according to Audience Town data shared with HousingWire. The analysis covers more than 201,000 closed sales over the 12 months ending August 2026.

Key findings

• Discounting is universal: no market sold at or above asking on average

• Texas leads: the deepest discounts were in Texas

• Who is buying: buyers skew toward repeat owners with equity and savings

• AI search: AI-assisted sessions on builder sites rose about 12 times in 2026

 

 

What it signals

Builders have been using price cuts and incentives to move inventory. That matches Census data showing the median new-home price fell 5.8% from a year ago in August. The Audience Town report says success now depends on finding the households with the means and motivation to move, since traffic alone no longer guarantees sales.

Report scope

The company's 2026 State of Home Builder Marketing report also draws on 373 million website sessions across 135 builders.

What it means for buyers

New-build shoppers in discount-heavy markets can often negotiate incentives such as mortgage buydowns. Compare the effective price after incentives against resale homes.