• Home
  • Latest
  • Fortune 500
  • Finance
  • Tech
  • Leadership
  • Lifestyle
  • Rankings
  • Multimedia

Trendingnow

1

As CEO of the $96 billion Sam’s Club, Latriece Watkins is testing her mettle at the warehouse retailer that produced CEOs for Walmart, Target, and Walgreens

2

Jeff Bezos wants the bottom half of earners to pay zero income tax—he says nurses making just $75K should save $12K a year

3

The river that supplies 40 million Americans is down to 23% — and about to make a $25 million bet on one fish

1

As CEO of the $96 billion Sam’s Club, Latriece Watkins is testing her mettle at the warehouse retailer that produced CEOs for Walmart, Target, and Walgreens

2

Jeff Bezos wants the bottom half of earners to pay zero income tax—he says nurses making just $75K should save $12K a year

3

The river that supplies 40 million Americans is down to 23% — and about to make a $25 million bet on one fish
FinanceHousing

The housing market is shifting—just look at earnings published by 2 giant Fortune 500 homebuilders

By
Lance Lambert
Lance Lambert
Former Real Estate Editor
Down Arrow Button Icon
By
Lance Lambert
Lance Lambert
Former Real Estate Editor
Down Arrow Button Icon
April 30, 2023, 3:05 PM ET
A contractor mixes cement for a home under construction in Albuquerque
After spiking last year, builder cancellation rates are coming back down. Sergio Flores—Bloomberg/Getty Images

There’s no doubt about it: The second half of 2022—a period that saw mortgage rates top 7%—was absolutely brutal for the housing industry. Look no further than PulteGroup’s fourth-quarter earnings, which saw its buyer cancellation rate soar to 32%—or nearly three times greater than the 11% cancellation rate it saw in the fourth quarter of 2021.

Recommended Video

“Federal Reserve actions to fight inflation through higher interest rates continued to impact homebuying demand in the [fourth] quarter,” PulteGroup told investors in January.

However, that’s already old news: Through the first few months of 2023, giant builders across the country are seeing their fortunes improve as buyer demand stabilizes.

Case in point: A pair of homebuilders on the Fortune 500 list, No. 124 D.R. Horton and No. 267 PulteGroup, just reported a big drop in cancellation rates. D.R. Horton’s cancellation rate for the first three months of 2023 came in at 18%—down from the 27% rate just one quarter earlier. Meanwhile, only 13% of PulteGroup’s buyers canceled their home contracts in the first quarter of 2023—well below the 32% cancellation rate it saw in the fourth quarter.

What’s going on? Two things.

First, the national U.S. housing market stabilized this year as we entered the busier spring season. Mortgage rates falling back under 7%, coupled with a lack of existing home inventory, has done just enough to put the market back into equilibrium.

Second, homebuilders have recently gained an edge over the existing/resale market. During the Pandemic Housing Boom—a time with seemingly unlimited housing demand—builders achieved frothy profit margins as they quickly raised new house prices. Those frothy margins are coming in handy for builders: As mortgage rates spurred a housing downturn last year, builders like D.R. Horton and PulteGroup had the breathing room to reduce margins (i.e. cutting prices and/or aggressive rate buydowns) in pursuit of finding the market, or the price point at which buyer demand would return. Of course, those rate buydowns now give builders an edge over average Joes trying to sell their house.

Giant builders like D.R. Horton and PulteGroup aren't outliers: Builders from coast to coast are seeing an uptick in buyer demand.

Builders surveyed by John Burns Research and Consulting in March had an aggregate cancellation rate of 9%. That's far below the peak of 24.6% hit in October, and just slightly above the 8% hit at the height of the Pandemic Housing Boom in March 2022.

"For perspective on just how much things have improved, Phoenix cancellations hit 60% in November 2022 and are currently [at] 15%," Rick Palacios Jr., director of research at John Burns Research and Consulting, tweeted on Sunday.

Indeed, even KB Home, a builder with significant exposure in slumped Mountain West markets like Boise, saw its first-quarter cancellation rate come in at 36%—or nearly half the 68% rate it saw in the fourth quarter of 2022.

"As we entered the spring selling season during the quarter, we began to see an increase in [housing] demand. This reflected in part the targeted sales strategies we deployed, together with a stabilizing mortgage interest rate environment. As a result, we achieved a sequential improvement in our net orders in both January and February, and net orders have remained strong in the early weeks of March. Although there are still considerable interest rates and economic uncertainties, we are encouraged by this progression," Jeffrey Mezger, CEO of KB Home, told investors in March.

On one hand, the national housing market has stabilized this spring. On the other hand, housing affordability (or lack thereof) remains at levels not seen since the housing bubble era.

In order to reach more priced-out buyers, some builders are pivoting from larger single-family homes to smaller townhomes.

"We just closed all our backlog from dirt buyers who bought in March-May of 2022, which was where most of our cancels were coming from. They literally bought at the peak," Tyler Watkins, a new-home consultant at M/I Homes in Columbus, Ohio, tells Fortune. "Helping first-time buyers is still the hardest because pricing still is high. Cancels have drastically decreased since January of this year. One thing you’ll see is builders going to townhome products for affordability. Every builder here will be selling townhomes by summer of this year."

Newsletter-Yellow-Line-15

Want to stay updated on the housing cycle? Follow me on Twitter at @NewsLambert.

About the Author
By Lance LambertFormer Real Estate Editor
Twitter icon

Lance Lambert is a former Fortune editor who contributes to the Fortune Analytics newsletter.

See full bioRight Arrow Button Icon

Latest in Finance

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025

Most Popular

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Fortune Secondary Logo
Rankings
  • 100 Best Companies
  • Fortune 500
  • Global 500
  • Fortune 500 Europe
  • Most Powerful Women
  • World's Most Admired Companies
  • See All Rankings
  • Lists Calendar
Sections
  • Finance
  • Fortune Crypto
  • Features
  • Leadership
  • Health
  • Commentary
  • Success
  • Retail
  • Mpw
  • Tech
  • Lifestyle
  • CEO Initiative
  • Asia
  • Politics
  • Conferences
  • Europe
  • Newsletters
  • Personal Finance
  • Environment
  • Magazine
  • Education
Customer Support
  • Frequently Asked Questions
  • Customer Service Portal
  • Privacy Policy
  • Terms Of Use
  • Single Issues For Purchase
  • International Print
Commercial Services
  • Advertising
  • Fortune Brand Studio
  • Fortune Analytics
  • Fortune Conferences
  • Business Development
  • Group Subscriptions
About Us
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • Facebook icon
  • Twitter icon
  • LinkedIn icon
  • Instagram icon
  • Pinterest icon

Latest in Finance

Russia warns war costs are ravaging its finances while Ukrainian ‘drone overmatch’ sends Putin’s forces reeling in new phase of combat
PoliticsRussia
Russia warns war costs are ravaging its finances while Ukrainian ‘drone overmatch’ sends Putin’s forces reeling in new phase of combat
By Jason MaMay 29, 2026
2 hours ago
Mid adult real estate agent talking to couple at a house for sale
Real Estatehomebuying
Pandemic relief funds accidentally broke the housing market by helping scammers inflate local home prices nearly 6%, study finds
By Tristan BoveMay 29, 2026
2 hours ago
donald trump
EconomyImmigration
Immigration restrictions don’t boost native workers. They cut economic mobility for generations, study finds
By Jake AngeloMay 29, 2026
3 hours ago
dimon
SuccessGen Z
Jamie Dimon tells Gen Z to ‘learn how to think, learn how to earn respect’ as he describes ‘great meeting’ with Zohran Mamdani
By Nick LichtenbergMay 29, 2026
3 hours ago
The AI arms race in cybersecurity has started. Most companies aren’t ready
Cryptocyber
The AI arms race in cybersecurity has started. Most companies aren’t ready
By Philip MartinMay 29, 2026
3 hours ago
Kalshi adds perpetual futures for U.S. traders following thumbs-up from key regulator
CryptoBitcoin
Kalshi adds perpetual futures for U.S. traders following thumbs-up from key regulator
By Jack KubinecMay 29, 2026
3 hours ago

Most Popular

As CEO of the $96 billion Sam’s Club, Latriece Watkins is testing her mettle at the warehouse retailer that produced CEOs for Walmart, Target, and Walgreens
Magazine
As CEO of the $96 billion Sam’s Club, Latriece Watkins is testing her mettle at the warehouse retailer that produced CEOs for Walmart, Target, and Walgreens
By Emma HinchliffeMay 27, 2026
2 days ago
Jeff Bezos wants the bottom half of earners to pay zero income tax—he says nurses making just $75K should save $12K a year
Success
Jeff Bezos wants the bottom half of earners to pay zero income tax—he says nurses making just $75K should save $12K a year
By Preston ForeMay 21, 2026
8 days ago
The river that supplies 40 million Americans is down to 23% — and about to make a $25 million bet on one fish
Environment
The river that supplies 40 million Americans is down to 23% — and about to make a $25 million bet on one fish
By Dorany Pineda, Brittany Peterson and The Associated PressMay 27, 2026
2 days ago
As AI slashes white-collar jobs, Salesforce CEO Marc Benioff says almost no one is being hired—except in sales
Success
As AI slashes white-collar jobs, Salesforce CEO Marc Benioff says almost no one is being hired—except in sales
By Emma BurleighMay 28, 2026
1 day ago
Current price of oil as of May 28, 2026
Personal Finance
Current price of oil as of May 28, 2026
By Joseph HostetlerMay 28, 2026
1 day ago
Jamie Dimon said the American Dream was slipping away. JPMorgan just put $40 million on the table to fix it
Banking
Jamie Dimon said the American Dream was slipping away. JPMorgan just put $40 million on the table to fix it
By Nick LichtenbergMay 27, 2026
2 days ago

© 2026 Fortune Media IP Limited. All Rights Reserved. Use of this site constitutes acceptance of our Terms of Use and Privacy Policy | CA Notice at Collection and Privacy Notice | Do Not Sell/Share My Personal Information
FORTUNE is a trademark of Fortune Media IP Limited, registered in the U.S. and other countries. FORTUNE may receive compensation for some links to products and services on this website. Offers may be subject to change without notice.