The best times to buy a home rarely feel like it.
Some of the best home purchases I’ve seen happened when buying felt like the worst idea.
In 2008–2010, the headlines were relentless. Prices were falling across Jacksonville and most people were waiting on the sidelines. Mortgage rates quietly fell to multi-decade lows; 2010’s average 30-year rate was the lowest since 1955. Buyers who moved then got low prices and low rates at the same time.
In 2020–2021, fear showed up again. The world shut down, and rates dropped below 3%. Those who bought through the uncertainty locked in payments they’ll likely never see again.
Today looks different. Rates are around 7%, and I won’t pretend this is a once-in-a-generation window. But “not perfect” isn’t the same as “no opportunity.”
Right now, many builders in Northeast Florida are competing for buyers with incentives most resale sellers can’t match:
- 01Rate buydowns that can meaningfully lower the monthly payment
- 02Closing-cost assistance
- 03Flex cash that can go toward upgrades, rate or closing costs
Combined with more inventory and more room to negotiate than we’ve had in years, the math on new construction deserves a real look.
Every market has a smart way to buy. If you or someone in your network is weighing a move on the First Coast, I’m happy to put the current builder incentives side by side.
This article reflects the supplied fall 2026 market perspective. Rates are illustrative commentary, not a live mortgage quote or lending offer. Rates, inventory, and incentives change; eligibility and builder or lender conditions apply. Confirm current terms with the builder and a licensed lender.