ATLANTA — PulteGroup reported Wednesday that second-quarter profit declined as elevated mortgage rates and persistent affordability challenges continued to weigh on homebuyer demand, prompting the homebuilder to expand financing incentives to maintain sales. The results, released in the company’s quarterly earnings report, underscore the continued strain facing the U.S. housing market despite steady demand for new homes.

The company said higher borrowing costs remain the biggest hurdle for prospective buyers, leading it to offer more mortgage-rate buydowns and closing-cost assistance rather than broad price reductions. While customer traffic has remained relatively stable, affordability continues limiting purchasing decisions across many markets.

Mortgage rates remain significantly above the historic lows seen earlier this decade, leaving many first-time buyers unable to qualify for homes they could have afforded just a few years ago. Existing homeowners also remain reluctant to sell because doing so would require replacing their low-rate mortgages with substantially more expensive financing.

The effects extend well beyond residential construction. Slower home sales affect mortgage lenders, furniture retailers, appliance manufacturers, moving companies, building suppliers and local contractors that depend on a healthy housing market.

Builders have largely resisted widespread price cuts, choosing instead to preserve home values through targeted financing incentives. Industry executives believe this strategy better positions the market should borrowing costs eventually ease and buyer demand strengthen.

Housing remains one of the most closely watched sectors of the U.S. economy because it influences consumer spending, employment and manufacturing activity. Economists continue monitoring whether affordability conditions improve enough to stimulate additional sales during the second half of the year.

Investors will now turn their attention to upcoming housing starts, existing-home sales, mortgage application data and future Federal Reserve decisions for additional clues about the direction of the residential real estate market.

JBizNews Desk | Atlanta

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