‘It’s A Whole New Sales Environment Out There’
The press looks at the days events. “The confidence of U.S. home builders plummeted to the lowest level in more than 14 years in July as buyers canceled contracts and investors pulled back from housing, an industry survey reported on Tuesday.”
“Builders are getting ‘a little testy’ about their rising costs of borrowing to obtain land and higher prices of raw materials, said NAHB’s David Seiders. But interest rates loomed as the major threat. ‘One of the really front-and-center issues was the interest rate structure,’ said Seiders. ‘I’ve been trying to assure the builders that the Fed may go on hold now, or if (they do) anything more, (it will be) very little.’”
“In terms of historical comparison, the downward movement of the confidence index is essentially in line with readings from the 1994-to-1995 U.S. housing slowdown period, the NAHB said. However, a recent analyst report suggests that the downturn this time around will be uglier, claiming that a comparison to the 1987-to-1991 housing downturn (which was worse than the 1994 period) is more warranted.”
“Raymond James analyst Rick Murray says the inventory levels are more challenging today, on the basis of absolute levels of inventory (565,000 today vs. 358,000 in the late 1980s) as well as months’ supply of homes on the market (5.8 months today vs. 5 months then).”
“‘We believe that, based on discussions with our contacts, most cancellations today are legitimate buyers who are walking away from earnest money deposits out of fear of declines in home prices. Furthermore, we expect inventory levels to build even further in the back half,’ Murray said.”
The Sacramento Bee looks at the Dataquick numbers. “For the first time since the late 1990s, median sales prices for homes in Sacramento and Placer counties have slid into negative territory compared with the previous year. June sales prices dipped below last year’s levels in Amador County, too, reports DataQuick Information Systems.”
“Sacramento County, as the region’s biggest real estate market, saw collective median sales prices of new homes, condominiums and existing homes dip to $368,000 in June, down 1.3 percent from $373,000 in June 2005. That was the first year-to-year decline since October 1997, according to DataQuick.”
“Placer County registered a June median sales price of $452,000, down 6.2 percent from $482,000 in June 2005. The county’s last year-to-year price decline was in January 1998.”
And Business Week reports on the group. “Facing their toughest year in more than a decade, homebuilders are coming up with a blizzard of incentives to help move houses. ‘The new housing industry is taking a page from the automakers,’ says RL Brown, a Phoenix Real Estate consultant. ‘It’s a model clearance sale.’”
“Incentives are most prevalent in cities such as Las Vegas, Miami, Phoenix, and Sacramento that have enjoyed the sharpest price appreciation in prior years. They’re also using incentives to keep existing customers from canceling contracts.”
“If you’re thinking of buying a townhouse in the Los Angeles suburb of Alhambra, David Kao would like to talk to you. The salesman for Olson Co. still has 12 units in the Gateway Walk development to sell, even though they’ve been on the market since February.”
“Kao is selling a two-bedroom, two-bath townhouse for about $50,000 below what the company was getting for similar units last year. He’ll even pay the homeowners’ association fees for six months, roughly $1,800, or include a free 42-inch plasma-screen TV. ‘It has been a little slow,’ Kao says. ‘Everyone wants a little more.’”
“‘It’s a whole new sales environment out there,’ says Builder magazine editor Boyce Thompson. As the automakers have learned, once you start offering incentives, it’s hard to stop.”