In Collin County, Texas, Resale Homes Compete Against New Construction on Price, Incentives, and Marketing

Written by:

Alejandra Rodriguez

Date:

21 Aug 2026

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The challenge facing homeowners trying to sell in North Texas isn’t soft demand; it’s that builders down the street are offering rate buydowns and design credits that no individual seller can easily match.

Across Collin County’s fast-growing suburbs, Frisco, McKinney, Prosper, Celina, Melissa, new construction communities continue to expand. Those builders routinely offer incentives worth tens of thousands of dollars: mortgage rate buydowns, design center credits, and closing cost assistance. For sellers of existing homes in those same neighborhoods, this creates a competitive problem that pricing alone cannot solve.

“Those big builders are offering the rate buydowns, and they’re offering 20k in design center,” says Melony Trementozzi, a Realtor with eXp Realty who works primarily in Collin County and surrounding areas. “We have got to be able to compete in some facet.”

A Market That Has Softened but Remains Active

The broader DFW market has cooled over the past several months, and Collin County is no exception. Listings are sitting longer, buyers have more negotiation power, and the dynamic has shifted toward what Trementozzi describes as a buyer’s market. Rising home insurance costs, higher grocery prices, and general economic uncertainty have made buyers more cautious about their monthly obligations.

Yet demand hasn’t disappeared. The area continues to attract corporate relocations: PGA moved its headquarters to Frisco, AT&T is relocating to Plano, and the Cowboys are based there, along with families drawn by school quality and cost of living relative to coastal markets. McKinney has been named among the top cities to live in multiple years in a row. Trementozzi notes that analysts she follows project a swing back toward higher activity within six to twelve months.

What’s changed is buyer behavior. “They’re picky,” Trementozzi says. “I’m seeing a lot of ‘I’m going to wait till the right one is here.’ They’re really looking for that perfect fit.”

Where Unique Properties Still Move Fast

While the broader market softens, certain higher-end properties are selling quickly. A lake house Trementozzi listed sold in four days. Properties at the million-dollar-plus level sitting on unique lots or in amenity-rich communities like Phillips Creek Ranch and Stonebridge Ranch in McKinney have performed well.

The common thread isn’t price but differentiation. “There is definitely a demand. People want a certain thing, and they’re willing to pay for that,” Trementozzi says. In a market flush with new inventory, properties that offer something a builder can’t replicate, a mature lot, waterfront access, an established community with decades of landscaping, stand apart from what’s available in new developments.

The Pricing Conversation Has Changed

Sellers who still anchor to post-COVID valuations present a particular challenge. Some remain convinced that if rates drop, their home will be worth what it was during the pandemic-era peak. Trementozzi’s approach is direct: present market data, not emotion.

“I’m not just giving you an emotion. I’m not just telling you, ‘Oh my gosh, yes, we can sell at this number.’ I want to be very realistic,” she says. When sellers understand the competitive landscape, including what builders in their own community are offering, they’re more willing to price appropriately or offer concessions like rate buydowns of their own.

For resale listings competing directly against new construction, the strategy extends beyond pricing. Trementozzi emphasizes marketing the upgrades already present in the home, features a buyer would have to pay extra for in a new build, and developing social content that showcases the property against its builder competition. “Selling a house, in my opinion, is not just like popping it in MLS. It’s a very curated plan,” she says.

Why Deals Fall Apart

Trementozzi identifies two primary reasons transactions collapse in this market. First, buyers who don’t fully understand their monthly costs before making an offer. She requires her buyers to work with a lender to establish exactly what their monthly payment will look like, including home insurance, taxes, and existing debts, before they begin touring homes. Without that clarity, buyers commit to properties they can’t actually afford on a monthly basis.

Second, inspection findings. Trementozzi encourages buyers to always conduct inspections and tells her sellers that if a deal does fall apart over inspection results, the information is valuable. “Give me the full report. Let’s know what we’re dealing with,” she says. That knowledge allows the seller to address issues before the next offer arrives rather than losing another contract to the same problem.

Investor Activity Is Shifting

Investors active in the area are largely focused on townhome developments in communities positioned for near-term growth rather than speculative land plays. According to Trementozzi, the average age of first-time homeownership has increased, creating sustained rental demand, particularly near employment centers and community colleges.

The calculation for investors is whether an area will attract residents now or requires another decade of development. “It’s a fine balance of finding what the projections are, what’s the data,” Trementozzi says. Communities like Sachse, still within Collin County but earlier in their growth curve, are attracting this type of capital.

What’s Ahead

Major events are reinforcing the area’s national profile. The PGA Championship is scheduled for Frisco next year, and FIFA hosted matches in the area earlier in 2026. A California-based developer is building a large surf park in McKinney off Highway 21. These investments extend beyond corporate relocation into lifestyle infrastructure, professional sports venues, recreation, and entertainment designed to attract residents rather than just employees.

“The investment is not just in corporate headquarters,” Trementozzi says. “It’s really about creating a lifestyle. And you’re seeing businesses thrive from that.”

For sellers in this market, the implication is clear: buyers relocating for lifestyle reasons are more selective about what they’ll accept. They have options, new construction, multiple suburbs, competing amenity packages, and they’re willing to wait. Resale sellers who treat their listing as a marketing exercise rather than a pricing exercise are better positioned to compete.

About the Expert: Melony Trementozzi is a Realtor with eXp Realty, working primarily in Collin County, Texas, and surrounding areas.

This article is based on information provided by the expert source cited above. It is intended for general informational purposes only and does not constitute legal, financial, or real estate advice. Readers should conduct their own research and consult qualified professionals before making any real estate or financial decisions.