Right now, both options feel like a losing bet. NAHB’s Housing Market Index dropped to 34 in July 2026, the 15th straight month below the 40 mark, the longest stretch of builder pessimism since 2012. Under that pressure, 37% of builders are cutting prices outright (up from 35% in June), and 63% are leaning on sales incentives just to keep units moving.
The problem isn’t the tool, it’s the reflex. Price cuts and incentives are what an untrained sales team reaches for the moment a buyer hesitates, because it’s the only lever they know how to pull. But as Fischer Homes CEO Tim McMahon put it: “We’re not a pace over price builder, we’re focused on pace and price.” That’s not a slogan, it’s a sales skill. It means training your team to sell the value of the home and handle objections before a discount is ever on the table.
Every dollar you hand out in a buydown or price cut is a dollar that comes straight off your bottom line. In a market where affordability is already the industry’s top challenge, builders who train their reps to sell value, not just financing, are the ones protecting margin while everyone else races to the bottom.
You don’t have to choose between pace and price. You have to choose between a trained sales team and an untrained one.
Ready to stop giving away margin to move inventory? Contact FPG to see how Warrior Selling trains your sales counselors to hold price, sell value, and still hit pace.
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