You are correct. They can build them with those upgrades, but the problem is that they cannot sell entry level homes at $300K, so I wonder just how long it will be before the builders realize this and decide to make cuts in other ways, such as cutting these upgrades.
Businessweek Article: Are Seller's Incentives Masking True Price Deline?
The way they're "cutting the upgrades" is to offer them for "free" so they don't have to lower the price of the house. Problem is, the people who jump at these "freebies" (GCT, SS, cars, plasma TV) are paying property taxes based on the "freebies." Buyers who are impressed by "shiny trinkets" have already been suckered into overpaying...what's left are the wiser, hard-core, pre-approved, end-user buyers in no hurry to buy into a declining market. They'll be the buyers who stand toe-to-toe with the builders and say, "Here's my final offer for the house with all the 'bling' included, take it, or leave it." <Hands over business card with price on back, turns and walks toward marble-inlay foyer>
FROM LAST SATURDAY'S NEW YORK TIMES:
“The reason the Realtors’ data has never showed an outright decline” before, he said, “might be that they’re not measuring the effective price.”
Lawrence Yun, a senior economist with the Realtors group, said that in markets where inventories had been rising rapidly — like the Northeast and California — incentives could well equal 3 percent of house values. But he estimated that the national number was smaller, because homes sales were continuing to rise in roughly a third of markets around the country.
The typical incentive package from a home builder consists of upgrades to the house — granite countertops instead of humdrum tiles, stainless-steel refrigerators and stoves instead of plain white models and wood blinds instead of plastic. At the extremes, some have thrown in $30,000 swimming pools.
Buyers who demand discounts often get them in the form of excused closing costs or low interest rate loans made by builder-affiliated mortgage companies.
On the west coast of Florida, builders are advertising incentives like upgraded countertops, interest rate promotions and cash rebates totaling $40,000, or 6.6 percent to 8 percent of the sales price, on homes that sell for $500,000 to $600,000, said John Dew, a real estate agent in Naples.
Builders tend to choose discounts because they worry that reductions in the list price would send a clear signal that the market is in trouble, potentially angering previous buyers and emboldening future customers.
“They already sold the same product to the guy next door and if they reduce the price he is going to scream,” Mr. Dew said. He added that many builders were also offering agents bonuses worth tens of thousands of dollars in finders’ fees for bringing in buyers.
In effect, the incentives have become a quiet way to cut the price of houses without further damaging the market. Sellers “don’t want to create this environment of fear in the market that prices are going down, so you should wait to buy,” said Dean Baker, co-director of the Center for Economic Policy Research in Washington, who believes that prices will fall in coming years.
Incentives are often most substantial on homes built on speculation before a sales contract has been signed, or on properties that buyers have walked away from after signing a contract. Big builders report that cancellation rates are running as high as a third of new sales, compared with about 20 percent or less a year ago.
Pulte Homes, for instance, was recently offering unspecified incentives totaling as much as $10,000 on homes in a Connecticut development to buyers who were willing to move in before school started. In the spring, Centex Homes ran a “24-hour sale” in Southern California where buyers who agreed to purchase within the day could get a $100,000 discount. It ran a similar offer for a $60,000 discount in Atlanta.
Lenders are also wary of incentives. Lenders do not want to finance transactions where the sales price exceeds the true value of the home. Fannie Mae, the large buyer of mortgages, requires disclosure of perks and it caps them on a sliding scale from 2 percent to 9 percent of selling prices, depending on whether buyers will live in the home and based on the size of the down payment. The concerns of lenders will eventually limit the size of incentives in home sales, said Anthony Hsieh, president of LendingTree.com, the Web loan site. Many buyers may also balk because their property taxes will be based on the sales price listed on the contract.
Eventually, buyers will realize “there is no free lunch,” he said. “There is a reason it’s being given away.”