Builders understand the pricing environment better than anyone...they make decisions every day to adjust their pricing/incentives to make their homes attractive to buyers. If you want resources similar to a builder, you need to either (1) do research yourself or (2) seek the counsel of an experienced real estate professional who will do the market research for you and present you information so you can make an informed decision. Your real estate professional will assess your situation, evaluate your needs, and analyze market trends/pricing to help you understand how to make an informed decision so you can best negotiate with a builder...sometimes it is not always about absolute price. Builders can offer incentives, upgrades, discounts for using their preferred lender, etc...so it is not a black/white issue. It is important for you, as a buyer, to understand your opportunity cost. That is, based on the knowledge you have acquired about the market, either independently or with an agent, at what price/terms will you feel comfortable purchasing the new home from a builder. Remember, the builder wants you, and you have many alternatives...you have the control. Also be aware that builders would rather include incentives, rather than an absolute price reduction, since their incentives cost them much less. For example, they include a $50,000 credit for upgrades...these upgrades may only cost them $15,000.