Good day to you. I discovered your question on Trulia. I wanted to offer you my perspective on this question. My 1st perspective is that there is no direct set answer. It is not a fixed formula. There are many variables to consider- location, plan, builder, status of construction, timing, outside forces, etc. Some you can to some degree control. Others you cannot. I have seen the discount range from 0% to 30% depending on the specific situation.
My second perspective to you is define negotiation for me. Define value as you see it. Is it the rock bottom line discount (lowest price) or is it maximized value based on how much you can get in your new home for the price? Or is it both? Over the course of my 28 year career in new home sales and construction management I cannot count the number of clients or customers who approached the new home buying process with a "bottom line price" mentality and did not get the best deal they could have. They left money on the table. That was ok with me as I worked for and represented the builder. It was my job to maximize their bottom line not the customers.
Purchasing a new home is different than purchasing a resale. There are different variables to consider. Getting the best value (deal) is not necessarily all about price. Knowing how to "package" the offer and negotiate accurately is key to the process. You have to know the builder mentality and how the builder business works.
This is why I started Cornerstone New Home Solutions 3 years ago. I decided to take my knowledge, experience and expertise and offer them to home buyers and represent their best interest as opposed to the builder. We are a general Real Estate Service company that specializes in clients seeking to purchase a new home from a builder or build a custom home. Feel free to visit our web site at http://www.CornerstoneNewHomeSolutions.com where you can find valuable information and tools/resources for searching the new home market. If you would like to discuss further how to maximize your value in your new home purchase strategy I would be happy to meet with you in person or by phone to explain how we can save you money and maximize the value of your investment.
Wishing you the very best in your new home endeavor,
Stephen B. McClain, Broker/Owner
Cornerstone New Home Solutions
Good luck with your purchase