Sunbelt housing markets are so weak that this $22B homebuilder is offering its biggest incentives since 2010

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To maintain sales in this softer housing market environment, Lennar spent an average of 14% of the final sales price on incentives in Q1 2026—back to its 2010 levels. 

Put another way, a $450,000 home sold with a 14% incentive rate translates to $63,000 spent on buyer incentives. That’s a lot of incentives. 

Ever since the pandemic housing boom fizzled out...