Affordability changed the buyer. Now builders have to change the sales conversation.

Homebuyers have become more selective, but price alone does not explain why. New Home Star’s proprietary target consumer profile data tracks purchase priorities across age groups, geographies, home types and price points. Over the past two years, one priority has moved decisively to the top: affordability. What may be more surprising is just how broadly that concern now reaches. Affordability is no longer primarily an issue for entry-level buyers. Buyers across price points are asking whether the payment makes sense, whether they are getting enough value for their money and whether a move will meaningfully improve how they live. That shift is creating a more discerning buyer and changing how builders need to approach pricing, customer journeys and new home sales conversion. Homebuyer affordability means different things to different buyers Affordability has become the leading purchase priority across New Home Star’s target consumer profile data, including among buyers who historically may have been less sensitive to it. “Even buyers that are purchasing million-dollar homes, when we ask them to sort their priorities for us, affordability used to be much lower, not even in their top ...