In 2024, housing affordability continues to be a serious challenge for buyers, despite recent declines in mortgage rates. According to the S&P CoreLogic Case-Shiller July 2024 report, home prices have increased by 5% year-over-year across the U.S. This price appreciation has put additional pressure on buyers, further complicating their ability to afford homes.

Let’s take a look at an example to illustrate this.

In August 2023, the median-priced home in the U.S. was $404,200. A buyer of a home at this price, with 20% down, would have taken out a loan for $323,360. At that time, the average 30-year fixed mortgage rate was 7.07%, resulting in a monthly principal and interest payment of $2,166.55.

Fast forward to today, and that same home has appreciated by 5%, bringing the price to $424,410. While mortgage rates have come down slightly, now sitting at 6.5%, the loan amount has increased to $339,528 due to the higher home price. So, what impact has this had on the monthly payment?

The new monthly payment is $2,146.05—a mere $20.50 less than it was last year. That’s right, despite a drop in rates, the rise in home prices has almost completely eroded any meaningful benefit to the buyer. A savings of just $20.50 per month provides little real relief for those trying to manage their budgets or qualify for a loan.

But there’s also inflation and wage growth to consider. While mortgage rates have slightly declined, the small monthly savings are being offset by rising costs of living. Even with modest wage growth over the past year, cash flow for buyers has deteriorated. All factors combined, buyers are worse off than they were a year ago, making it even harder to decide to purchase a home.

This perfectly underscores the point I’ve made in my recent work: mortgage rates alone are not enough to solve the affordability issue. Buyers and builders who are waiting for mortgage rates to fall or expecting Fed rate cuts to create significant reductions in mortgage rates are missing the bigger picture. Even if rates drop, rising home prices are offsetting the impact, leaving buyers no better off. The reality is that waiting for rates alone to bring affordability back isn’t enough.

That’s why financing incentives are far more powerful in addressing affordability than simply waiting for price or rate shifts. Builders need to leverage financing incentives that lower monthly payments significantly, offering real, tangible value to buyers. Without a strong financing incentive, affordability will remain elusive unless there is a substantial drop in mortgage rates. While rates could eventually drop enough to help buyers and stimulate demand, the current slow decline isn't enough. Builders need to continue offering incentives to create affordability now.

In today's environment, with prices continuing to climb, it’s critical to focus on clear, simple financing incentives that truly address affordability. Engaging buyers around the possibilities of homeownership and the value of incentives can emotionally reignite their desire to purchase a home. When buyers feel empowered by their options, they’re more likely to make the decision to buy.

Need help navigating these affordability challenges? If you’re uncertain about your next steps or want to explore strategies that can help your market, feel free to connect with me. I’d be happy to discuss how financing strategies can boost your sales and engage more buyers.

Anthony is a Contributing Author and the National Builder Manager for CMG Home Loans. With years of experience helping builders leverage financing to boost sales, Anthony specializes in strategies that tackle affordability and engage buyers in today’s market. Through thought leadership and educational content, he provides actionable insights that help builders increase sales, regardless of market conditions.