OC Register - "Builders fight for every sale" (9-14-06)

"New-home builders today are facing challenges unlike any they’ve experienced in recent years ... Over the past few years, home builders have often been in an order-taking mode, enjoying record closings and enthusiastic buyers. However, as the market softens and inventories rise, builders now find themselves in more of a selling mode, forcing them to negotiate prices and offer incentives at the same time they struggle with labor issues and increasing building material costs. As builders fight for every sale they close in this downturned market, a reputation for customer satisfaction becomes more important than ever, as it helps builders differentiate themselves from the competition."