Zonda’s new-home data for Houston provides good insights into what consumers are actually buying today. By sorting all actively selling projects into thirds, we can see how the entry-level, move-up and move-down, and high-end segments are each attracting demand and which communities are rising to the top.
Across all price points, one theme is remarkably consistent—even the best-selling communities are relying on price adjustments or meaningful incentives to support sales. This underscores the reality that success today is not driven by demand alone but by builders’ ability to meet buyers where they are financially.
Entry-Level: Value and Attainability Drive Traffic
The entry-level segment, defined as projects under roughly $330,000, is the attainability price tier. These communities are dominated by detached product and are mostly led by public builders.
Some standout projects include Mavera by Centex Homes, Porters Mill by D.R. Horton, and Anniston/Cottage by Lennar. While each has its own differentiators, all three offer an average size under 1,900 square feet, hit price point below $300,000, and are products of public builders.
Move-Up and Move-Down: Space and Flexibility Matter Most
Moving into the $330,000 to $475,000 range, the market shifts toward larger homes, higher square footage counts, and increased master-planned community representation. This cohort appeals to buyers who need more room or want to adjust their lifestyle without a major reset. Top-performing communities include four from D.R. Horton, led by Tamarron.
High-End: Lifestyle and Location Anchor Demand
In the $475,000-plus category, best sellers are detached and heavily concentrated in master-planned communities. This makes sense because buyers are less price sensitive and appreciate the value that a well thought out community offers.
Leading projects include two Perry Homes communities, Jubilee and Stone Creek Estates. Even at this tier, incentives remain part of the playbook, though. Limited-time promotions and introductory rate buydowns are helping builders stand out in a competitive field where consumers expect both premium design and financial flexibility.
The Throughline: Strong Sales Still Require Strategic Support
While the top third of projects in each category represent the strongest performers in Houston today, success doesn’t necessarily come easily. Most communities in every price band required either a price cut, an incentive, or both to generate consistent sales velocity. This reinforces a key truth for the current cycle; even in markets where demand is solid, buyers remain highly payment and deal driven, and the builders winning today are those most willing to pair product with meaningful financial solutions.
These insights were taken from Zonda’s Dealmakers event presented last month in Houston.
