The $235 and up is indeed a very custom home, you can get a very nice home in Zionsville in an exclusive area for less then $175/sq.ft.
Most builders actually have had quite a lot of specials, but those have dried up some since the new year. There was such good deals out there in December I ended up buying a new home that was discounted well below what it appraised at, I have not seen those type of deals in over 10 years. Now that we are in the new year and new home builders don't have inventory to get off their books for end of year accounting, the deals have slowed down, but you can still find good deals.
I work with many new home builders, both for investors from out of state, as well as local buyers, I can usually get you a better deal then you would get going into a new home builder on your home.