Homebuilders are trying to solve a tough mix of problems right now: mortgage rates that keep monthly payments high, shoppers who are taking longer to decide, and a digital-first buyer journey where “interest” doesn’t automatically translate into a tour—or a lead.
In this webinar, Zonda’s chief economist Ali Wolf and VP of Business Development Dani Gralnik Smith break down what’s happening in the market and what buyer behavior data is showing—then they dig into how builders can respond with smarter affordability strategy, clearer messaging, and lower-friction online experiences.
Watch the on-demand webinar, and read on for five quick key takeaways you need to know.
5 key takeaways: What you need to know
- Affordability is the story.
Higher rates have reduced purchasing power, so builders increasingly have to “create” affordability through product, pricing, and financing support. - Incentives are everywhere—differentiation matters.
Buydowns, closing costs, and flex dollars are now common. How you explain them (especially in monthly-payment terms) can matter as much as the offer itself. - Buydowns are a gatekeeper, not a bonus.
The affordability gap is wide enough that financing terms often determine whether buyers can qualify at all. - The market is slower—and stress is real.
Shoppers are cautious and decision cycles are longer. Clear, transparent information reduces friction and builds confidence. - Digital experience is the front door.
Buyers are filtering, comparing, and shortlisting online. Tools that improve discovery (and simplify “request a tour”) help convert interest into action.
Discover the data in Homebuyer Outlook
Zonda’s Homebuyer Outlook is a curated research report that tracks homebuyer sentiment, motivations, and shopping behavior—helping builders and marketers understand who is in the market, what they want, and what’s changing before it shows up in sales. With user metrics from NewHomeSource.com, Homebuyer Outlook shows you the real data from current home shoppers.
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