Homebuilders Offering Incentives to Support Affordability and Attract Buyers

At a Glance:

• The use of sales incentives was 60% in April 2026, marking the 13th consecutive month of being 60% or higher.¹
• Common sales incentives include price cuts, mortgage rate buydowns, and amenity upgrades.
• In January 2026, the median sales price of a newly constructed home was $400,500, compared with $395,000 for an existing home.² ³
• Real estate agents who build relationships with homebuilders and developers may expand buyer options beyond the existing-home market.

Homebuilders continue to respond to affordability pressures by offering a range of sales incentives designed to attract buyers and support sales activity. This edition of Ameris Bank’s Mortgage Monitor explores how incentives are shaping the new-home market and what this trend may mean for real estate agents and prospective buyers navigating today’s housing environment.

Incentive Use Remains High

Across the country, builders are competing not only with each other, but also with a large supply of existing homes, which account for more than 83.3% of all listings nationwide.⁴ Against that backdrop, incentives remain a key strategy for maintaining buyer interest. In April 2026, approximately 60% of builders reported using sales incentives, extending a streak of 13 consecutive months at or above that level. ⁵

“Builders are using incentives as a practical way to address affordability challenges and uncertainty in the broader economic environment,” said Brett Hively, Senior Vice President, Mortgage Capital Markets and Financial Strategist at Ameris Bank. “Price reductions, mortgage rate buydowns, closing cost assistance, and amenity upgrades are among the most common tools being used to help buyers manage monthly payments and upfront costs.”

The Price Gap Between New and Existing Homes Is Narrowing

As market conditions evolve, the price gap between new and existing homes has narrowed. In January 2026, the median sales price for a newly constructed home reached $400,500, while the median price for an existing home was slightly lower at $395,000.^{6, 7} 

“The difference in price between new construction and existing homes has become relatively small,” Hively noted. “For some buyers, that may shift the conversation toward evaluating the long-term benefits of a new home, including modern layouts, energy efficiency, and lower near-term maintenance needs.”

Opportunities for Real Estate Agents

For real estate agents, elevated incentive activity and a narrowing price gap may create additional opportunities in the new-home segment. Agents who cultivate relationships with builders and developers can broaden their inventory options, particularly in markets where resale supply remains limited.

“Agents play an important role in helping buyers understand that new construction is not limited to a narrow segment of the market,” said Hively. “When buyers review incentives and financing options alongside an experienced agent, many find that a newly built home can be a realistic and viable option.”

Housing Finance Overview

Ameris Bank works with homebuilders, real estate professionals, and homebuyers by offering financing solutions that support residential construction and homeownership. Our mortgage team helps borrowers navigate financing options commonly used in new construction, including lot financing and construction to permanent loans.

Ameris Bank also provides a variety of mortgage loan programs designed to meet different borrower needs, including conventional fixed rate and adjustable rate mortgages, as well as FHA, VA, and USDA loans.


^{1, 5} https://www.nahb.org/news-and-economics/housing-economics/indices/housing-market-index
^{2, 6} https://fred.stlouisfed.org/series/MSPNHSUS
^{3, 7} https://fred.stlouisfed.org/series/HOSMEDUSM052N
⁴ https://www.realtor.com/research/top-housing-markets-2026/


The opinions voiced in this material are for general information only and are not intended to provide specific advice or recommendations for any individual. Ameris Bank does not endorse nor is affiliated with the companies listed in this article.