New Home Builder Incentives and Seller Concessions

The New Home Builder Profit Is Often in the Upgrades

Builder Incentives and Upgrades

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When it comes to new home builder incentives and upgrades when buying a brand new home, it's every person for herself. Also known as "desperate times call for desperate measures." The first thing to do when you're thinking about buying a new home is to hire your own agent. Don't think of stepping foot in a new home subdivision without your agent: The builder will register you as the builder's own buyer and that'll be all she wrote. You won't even know it happened.

You can be easily lured by the new home builder incentives. In down real estate markets, some new home builders offer fantasy vacations at luxury Hawaiian resorts. Others tempt potential home buyers with a new car or a big screen smart TV, or promise free upgrades such as Black Galaxy granite counters installed without charge throughout the kitchen and baths. If you dig your toes into the dirt, they might even throw in a free in-ground swimming pool out back.

You may wonder if it's worth it to jump on these enticements. What about the concessions home sellers offer for resales? Many trumpet discounts, prepaid closing costs, free homeowner association dues for a year, or offer prepayment of your property taxes. They do everything short of standing on their heads to coax buyers into pressing hard because the third copy is theirs.

Builder Upgrade Incentives

Regardless of the type of market, whether it's a seller's market or a buyer's market, new home builders often offer upgrade incentives. The free upgrades, however, almost always come with a catch. The builder may agree to the upgrade in exchange for you to do one or more of the following:

  • Buy Immediately. If you're not ready to make an offer, don't be pushed into making a decision you may later regret. They might tell you a deal this good can't wait, but it can. Unless it's the last home available.
  • Make a Sizable Earnest Money Deposit. Read your contract. Your earnest money deposit may not be refundable for any reason at any time. Ask your agent about the possibility of a refund.
  • Hire the Builder's Agent to Sell Your Existing Home. You may be better off hiring a neighborhood specialist to sell your home than hiring a listing agent who doesn't sell in your area. Your local agent will have knowledge the builder agent doesn't possess and will probably fight harder to maximize your profit.
  • Use the Builder's Lending Institution. The government may put a stop to this practice since it could violate RESPA and anti-trust laws. Plus, you may pay more in rate and get less favorable terms. Builders like to insist buyers get prequalified through their own lender to make sure you can get a loan. They don't tend to trust mortgage brokers who are also, say, real estate agents.
  • Pay List Price. If you pay $50,000 more for the home and get $10,000 in free upgrades, you're still out of pocket $40,000; if it's mortgaged, you pay interest on it.

    The upgrades the builder offers you may cost you more in the long run. New home builders aren't in the charity business. They want to make a profit. Realize that much of the builder's mark-up is in upgrades, because the builder purchases materials and appliances in bulk or at wholesale. So, you're getting a retail trade, and the builder is still making a profit from you.

    Luxury Freebies and Enticements

    You can bet your bottom dollar that the new home builder has access to wholesale pricing for those luxury freebies. You might be able to get a discount if you bought those items yourself.

    • Free Vacations. The builder may advertise "Free Cruise to Tahiti Worth $10,000." Verify the cost of that cruise through other travel agencies. Moreover, ask yourself if you would otherwise buy a Tahitian cruise. If the answer is no, you would not fork out hard, cold cash for that trip, then pass it by. Many travelers pass on Tahiti and visit the other islands, anyway.
    • Free Cars. Most of the free car giveaways that builders advertise are not an outright gift of a new car. They are leases. A leased vehicle must be returned to the dealer at the end of the lease, which is typically two to three years. You are receiving the right to drive a vehicle, not own a vehicle, plus you might pay higher insurance premiums for the privilege. You may also be faced with fees at lease termination, especially if you have exceeded the mileage limitations or damaged the vehicle.
    • Free Entertainment Centers. Whether it's a big-screen smart TV or a home theater surround system, electronics quickly depreciate and their values are all over the board. Would you buy your own? If so, you might find discounted models for thousands less than the builder's inflated value. Is there something wrong with your own TV?

    Seller Concessions

    I'm going to say this and get it over with. Anything the seller gives you is an item you are paying for. The cost is figured into the sales price. If you are financing the purchase by getting a mortgage, it most likely then financed by you. You are paying a 30-year rate for the concession privilege.

    It's one thing if you agree to, say, pay $200,000 for a home and, after the fact, the seller offers to pay 3 percent of your closing costs. But that's rarely how it works. Typically, you make an offer first, and in that offer you ask for a 3 percent concession. If the seller accepts that offer, you could have just as easily purchased that home for 3 percent less. Do you really want to finance your own closing costs for 30 years?

    Instead, compare the cost of those items. For example:

    • Prepaid Property Taxes. In California, a $200,000 home might incur a property tax bill of $2,500 a year.
    • Prepaid Association Dues. If your dues are $100 per month, that's $1,200 a year. Is a free year of homeowner association dues worth anything in trade?
    • Interest Rate Buy Downs. If you do a mortgage buydown, that buy-down fee is figured into your mortgage balance, and the buydown might be in effect for only a few years, not the full term of your loan.
    • Discount Points. Each loan point is equal to 1 percent of your loan balance. On a $200,000 mortgage, that amount is $2,000.
    • Prepaid Closing Costs. Most lenders will not let a buyer receive more than a 3 percent credit toward closing costs. On $200,000, that sum is $6,000. It's generally to your advantage to pay closing costs in cash, plus some of it is tax deductible.

    Remember that game that hucksters play with three cups and a ball? It's called the shell game. A small ball is placed under a cup. The operator then shuffles the three cups while you try to figure out which cup has the ball. It's a slight-of-hand maneuver. You will never win this game, so run the numbers on these free incentives and concessions before you buy. Be a smart home buyer.

    At the time of writing, Elizabeth Weintraub, CalBRE #00697006, is a Broker-Associate at Lyon Real Estate in Sacramento, California.