Right now, builders are getting aggressive.

In Boise and across the country, you’re seeing promotions like 2.99% interest rates, seller credits, and major incentives. Why?

Because builders want to move product, and they’d rather buy down rates than slash prices and hurt their margins.

The opportunity for agents is massive.

But most agents are missing it.

Step 1: Use Incentives to Start Conversations

You don’t have to overcomplicate it.

A simple message works:

“Hey, not sure if this is relevant, but you can currently buy a home in our area for 2.99%. Do you or anyone you know want more info?”

That’s it.

The goal isn’t to sell the builder.
The goal is to start the conversation.

If they call you, you’re already 80% ahead of where you were yesterday.

Step 2: If They Don’t Want That Builder, You’re Still Winning

Let’s say they say:

“I don’t like that neighborhood.”
“I don’t want new construction.”
“That builder’s not for me.”

Good.

You’re talking to them now.

At this point, most agents shift into problem-solving mode:

“How can I match that rate?”
“How do we buy down the rate?”
“Can we negotiate concessions?”

Yes, you can absolutely partner with a strong lender, negotiate seller concessions on resale homes, and structure creative financing.

But here’s the real move…

Step 3: Move Into the Motivation Framework

The mistake agents make is focusing on the rate instead of the reason.

Instead of solving the payment, uncover the motivation.

Why do they want to move?

Not surface-level answers like:
“I want a bigger yard.”

But deeper answers like:
“I grew up with space to run, and I want that for my kids.”

When you uncover real motivation, the conversation changes.

Now the question becomes:

“If we could find a way to keep your payment close to where it is now, would you want to move forward?”

That’s the “rubber meets the road” question.

If they say yes, now problem-solving makes sense.
If they say no, rate negotiations wouldn’t have mattered anyway.

The Big Lesson for Agents

Stop leading with rate math.
Start leading with motivation.

Builder incentives are hooks.
Conversations are the win.
Motivation is the close.

The agents who win in this market aren’t better at discounts
They’re better at asking the right questions.