House Money Insights: What Wasatch Front Sellers Need to Know in 2025

Straight talk here. If you’re selling on the Wasatch Front in 2025, brace yourself. Builders are punking you, and buyers want your cash. I’m ripping the lid off three brutal truths you need to face before listing your home. Let’s dive in, no fluff.

1. The Phantom Inventory Game

Here’s the hard truth: builders are stealing your buyers. New construction is your shadow competitor, loaded with incentives, and most of it isn’t even on the MLS. Picture this—you list your Riverton split-level, untouched since the ‘90s, for $550K. Great zip code, big yard, prime neighborhood—you think it’s a slam dunk. But no showings. Why? Builders in Eagle Mountain or Saratoga Springs are churning out $540K single-family homes with upgrades, free granite, closing cost help, rate buydowns, even finished basements built into the price. You won’t find these on Zillow or Redfin.

I get it—you think new builds are cookie-cutter with no soul. But tell that to a buyer stretching every dollar to afford their next payment. Those “Coming Soon” signs on dirt lots? They’re your enemy, and they’re winning. Builders are throwing incredible perks to lure buyers straight to model homes, bypassing you. Wake up, sellers—phantom inventory is real, and it’s crushing your chances.

What to do? Snoop around. Hit builder websites, walk model homes. If your home’s priced like these new builds, know their offers—free fridge, closing costs, whatever. If your agent isn’t cluing you in on new construction within 15-30 minutes of your place, they’re doing you dirty. That’s your competition.

2. The Concession Crunch

Buyers want your cash as much as your house—let’s not play nice. They’re done with rate roulette from 2022-2023. Back then, lenders and agents pushed “marry the house, date the rate”—terrible advice, borderline malpractice. Rates stuck at 6.5%-7% today, no buy-downs saving them. Buyers from ‘22 are drowning—those 2-1 buydowns wore off, and the 5%-5.5% refi they banked on never came. They’re stuck with brutal payments.

Now, buyers are sharp. They’ll offer your $600K Lehi listing full price—but with a catch. “Seller, give us $15K to buy down our rate, or we walk.” Our MLS used to track concessions, but thanks to Missouri lawsuits and NAR caving, that field’s gone. I’ve requested it back—agents, back me up, because data does the heavy lifting, not my word. Sellers, here’s the feel: most buyers demand concessions in this payment-driven world. Even in multiple offers, sellers are ponying up to close. Refuse, and your home sits—buyers will bolt for better deals. Tip: budget 1-3% for concessions upfront. It’s not a loss—it’s your ticket to selling fast, not becoming stale.

3. The Competition Cage Match

Pricing isn’t just about your house—it’s a cage match against everything else. New builds, flipped homes, shiny updates—be ready to compete. Take your $600K Bountiful rambler—big lot, Bountiful zip, you think buyers will swarm. Think again. They’re cross-shopping with a $550K flipped Kaysville home—new floors, kitchen, furnace, AC—or new builds in Farmington, zero maintenance (yes, HOA, but all new). We’re a price- and payment-driven society, folks. Forget appraiser comps—play the buyer. Pull up Redfin, filter your price range, and see what you’d pick over your own home for the same payment. Price to beat those options, or you’re done.

Your south-facing lot with lovely rosebushes? Irrelevant if buyers find better value elsewhere. That’s your survival guide—consider builders, concessions, and competition.

Ready for More? That’s the unfiltered take—want the raw truth to sell your home fast? Download my House Money Playbook for 10 no-BS tips to win in real estate, no strings attached. [Lofty link] Or, text me if you want to chat—I don’t waste time. Follow House Money on YouTube for the next episode.