Last updated: November 2026
By Dustin Randall Olson, Coach DO
Key takeaways
- New home sales ran at a seasonally adjusted annual rate of 676,000 in September 2026, per the U.S. Census Bureau and HUD release of October 27, 2026.
- The median new home sold for $400,400 in September 2026, below the $417,500 existing-home median NAR reported on October 13, 2026.
- Builders are discounting: 43% cut prices in October 2026, with an average cut of 6%, per the NAHB/Wells Fargo Housing Market Index released October 19, 2026.
- New homes carried 8.4 months of supply at the end of September 2026, per the Census Bureau, compared with 4.8 months for existing homes per NAR.
- The 30-year fixed rate averaged 7.24% on October 29, 2026, per Freddie Mac, down from 7.32% the week before.
New home sales held near 676,000 in September 2026, and the builders behind them are cutting prices to keep that pace. For agents, those builders are competition on every resale listing and leverage on every buyer consult.
Here is what the numbers say, and what to do with them this week.
What the September 2026 new home sales report showed
The Census Bureau and HUD report came out October 27, 2026. Sales of new single-family homes ran at a 676,000 annual rate. That is 0.6% below August and 5.3% below September 2025.
Read those changes carefully. The Census Bureau marks both as not statistically significant, so the honest summary is “flat to soft,” not “falling.”
Prices tell the sharper story. The median new home sold for $400,400, and the average for $472,800. Inventory sat at 476,000 homes for sale, which is 8.4 months of supply at the current pace.
New homes vs resale, side by side
Put the two reports next to each other and the pressure on resale sellers is easy to see.
| Measure | New homes (Sept 2026) | Existing homes (Sept 2026) |
|---|---|---|
| Sales pace (annual rate) | 676,000 | 3.99 million |
| Median price | $400,400 | $417,500 |
| Months of supply | 8.4 | 4.8 |
| Source and date | Census Bureau and HUD, Oct 27, 2026 | NAR, Oct 13, 2026 |
A median is shaped by the mix of homes that sold, so this is not a house-for-house comparison. Still, in many markets a buyer can now walk into a model home and see a new price that sits below the resale down the street.
We covered the resale side in September 2026 existing-home sales and the 7.3% drop in pending sales.
Builders are cutting prices, and buyers know it
The NAHB/Wells Fargo Housing Market Index fell to 29 in October 2026. HousingWire reported on October 19, 2026 that this was the weakest reading since June 2012.
Inside that report, 43% of builders cut prices, the average cut was 6%, and 65% used sales incentives. Buyer traffic fell to 18.
Rates are part of why. Freddie Mac put the 30-year fixed at 7.24% on October 29, 2026, compared with 6.17% a year earlier. Builders that can pay for a rate buydown have a tool most resale sellers never think to use.
What listing agents do now
Your seller may be competing with a builder down the road. Plan for it before the listing appointment.
- Add a new-construction page to every CMA. Show active communities within a short drive, base prices, and any advertised incentives you can confirm on the builder’s own site.
- Price against the builder’s total offer, incentives included. A builder paying closing costs or buying down a rate is effectively lower than its list price.
- Sell what new cannot. Mature trees, finished landscaping, no construction traffic, and a move-in date this month all carry value. Say so in the listing copy.
- Talk concessions early. If a seller is open to helping with closing costs, it is better to plan that in the listing appointment than to discover it after 30 quiet days.
What buyer agents do now
Discounted builders are a reason to call every buyer who paused this year. They are also a place where agents lose deals by skipping one step.
- Get each builder’s agent policy in writing. Many require the agent at the first visit or a registration before it. Know the rule before your buyer walks in alone.
- Compare incentive offers line by line. Have your buyer’s lender price the builder’s rate offer against a price cut. This is educational, not financial advice, and the lender runs the numbers.
- Keep an independent inspection. New construction still benefits from one, ideally before drywall and again before closing.
- Reopen your “we’ll wait” list. Your database and sphere is full of people who stopped looking when rates crossed 7%. New pricing gives you an honest reason to reach out.
The coaching lesson in this report
Markets like this reward agents who know the numbers before the client asks. Waiting for rates to drop won’t fill your pipeline.
Block one hour this week. Pull the new-construction communities in your farm, note their incentives, and turn that into one market update for your sphere. That single habit separates the agent who explains the market from the agent who reacts to it.
If your lead generation and follow-up slowed down with the market, that is the place to start.
Frequently asked questions
How many new homes sold in September 2026?
New home sales ran at a seasonally adjusted annual rate of 676,000 in September 2026, per the Census Bureau and HUD on October 27, 2026. That was 0.6% below August, a change the Census Bureau did not consider statistically significant.
Are new homes cheaper than existing homes right now?
At the median, yes. New homes sold for a median $400,400 in September 2026 versus $417,500 for existing homes per NAR. Medians reflect the mix of homes sold, so compare actual homes in your own market.
How many builders are cutting prices?
43% of builders cut prices in October 2026, with an average cut of 6%, and 65% offered sales incentives, per the NAHB/Wells Fargo Housing Market Index released October 19, 2026.
Should a buyer take a builder rate buydown or a price cut?
It depends on how long the buyer plans to keep the loan. Have a lender price both options side by side. This is educational, not financial advice.
Want a clear read on where your business stands this quarter? Take the free Real Estate Business Assessment, or book a free 30-minute call at coachdo.com to talk through your plan for a slower market.
About the author: Dustin Randall Olson (Coach DO) is a triple certified business coach, fifth generation real estate professional, and founder of Coach DO, LLC. He created GAS Engine Optimization and the PAWN+ identity framework, which help real estate agents across the United States and Canada get found on Google and recommended by AI search. He coaches the whole person, not just the business, from his home base in Franklin, Tennessee.