Builders Roll Out Incentives To Sell ‘Spurned Dwellings’
The Wall Street Journal reports on home deals ‘falling through.’ “With the housing market cooling, a number of people are backing out of their agreements to buy new homes, spawning some opportunities for bargain hunters. Typically, new-home buyers must sign a contract and cough up a hefty deposit. But that isn’t stopping them from saying ‘no thanks.’”
“It is particularly noticeable in many California markets and in Washington, D.C.; Phoenix; and Chicago. In Sacramento, Calif., for instance, the number of cancellations quadrupled in last year’s fourth quarter from the year-earlier period. The typical reasons: Buyers can’t sell their current home, or they are having trouble getting a mortgage or fear that they may be buying at the top of the market.”
“Some builders are responding by rolling out incentive programs designed to move these spurned dwellings. In Phoenix, Beazer Homes is advertising reductions of as much as $44,000. In Virginia, Brookfield Homes Corp. is running a special: a reduction of nearly $100,000 on a five-bedroom, 4-bath home in Lansdowne, originally priced at $997,925.”
“In some cases, builders are selling completed homes at prices lower than those charged for units still under construction; in others, they are offering other incentives, such as free upgrades or builder-paid closing costs.”
“Unless you have a compelling need to move, ‘it’s better to be prudent and wait,’ says Ivy Zelman, a housing analyst with Credit Suisse. ‘It seems as if the builders are going to get more aggressive and offer more discounts that will make it more compelling for buyers.’ In some cases, she notes, buyers who thought they had nabbed a good deal have been surprised to find their builder offering a similar home at a lower price a few months later.”
“The higher cancellation rates right now are particularly notable because they come at a time when new-home sales are slowing in many of these areas. That is the case in Sacramento, where cancellations have jumped in part because buyers have pulled back from purchasing higher-end homes amid worries that they may be buying at the ‘top of the market,’ says Jonathan Dienhart. In all, Hanley Wood saw higher cancellations in 10 of the 16 markets it examined.”
“The increase in deals falling through isn’t limited to new construction. In a conference call with analysts last month, Cendant Corp. said its company-owned real-estate brokerage offices in Florida, southern California and New England saw a 30% increase in their cancellation rate in December. Cendant says it reflects the departure of speculators from those markets.”
“Larry Greenberg is among those getting cold feet. Last summer, Mr. Greenberg put down an $80,000 deposit on an $810,000 condo-hotel unit in Miami’s South Beach. When the developer recently approached him for an additional $80,000 down payment, Mr. Greenberg decided to back out. ‘It was too much risk for the potential reward,’ says Mr. Greenberg, who received his deposit back last week.”
“Some buyers could find themselves on the hook for more than their initial down payment. If a house is resold for less than the original purchase price, ‘we are able to go back to the initial purchaser and recoup some of the losses we had there,’ says Mr. Hughes of Brookfield Homes.”
“‘The message has resonated with buyers,’ says Boyd Roberts, vice president of sales and marketing for the Sacramento region. The promotions were triggered in part by a spike in cancellations at the end of the fourth quarter as some investors got cold feet and other buyers ran into trouble selling their current homes, Mr. Roberts says.”
“In San Diego, cancellations reached their highest level in years in 2005, says Philip Romero, who operates real-estate brokerages in southern California.”