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Selling a Home Against New Construction in Union, Kentucky
How Union resale homes compete with builders’ base prices and incentives, and how to position yours so buyers see what a new home would really cost them.
Key takeaways
- New homes in Union sold for a median of $500,000 in July to September 2026 (29 sales), against $500,000 for resale homes.
- There were 49 new-construction listings and 105 resale listings for sale as of the last refresh.
- A builder’s base price is rarely what a buyer pays: lot premiums, upgrades, window treatments, landscaping and fencing add up.
- Resale homes win on move-in timing, finished features and an established yard. Market those directly.
- Price against what a comparable new home would really cost finished, not against the builder’s advertised base price.
New construction in Union right now
New homes in Union sold for a median of $500,000 in July to September 2026 and went under contract in a median of 53 days. Resale homes sold for a median of $500,000 in 14 days.
Those medians compare different homes, but they show the price band where buyers are choosing between new and resale, and how quickly each is moving.
Northern Kentucky MLS, resale homes in Union, July to September 2026. Refreshed October 19, 2026.
What a new home really costs a buyer
Builder advertising starts from a base price on a standard lot with standard finishes. By the time a buyer moves in, the total usually includes several of these:
| Item | Why it matters for your comparison |
|---|---|
| Lot premium | Wooded, larger or cul-de-sac lots usually cost extra. |
| Structural and finish upgrades | Finished basements, extra bathrooms, flooring, cabinets and counters are often options, not standard. |
| Window treatments and fixtures | Blinds, ceiling fans and light fixtures are often not included. |
| Landscaping, fencing and patio | A new yard starts bare; a resale home’s is established. |
| Time | Building can take months, while a resale home closes in weeks. |
Where a resale home wins
- Move-in timing: weeks rather than months, with no build delays.
- Everything already finished: basement, fence, patio, blinds and appliances in place.
- An established yard and mature trees.
- A known neighborhood, with no construction traffic next door.
- Room to negotiate on price or closing costs in a way a builder may not match on standing inventory.
How to position your home
- Price against the finished comparisonYour agent compares your home with what a similar new home costs with the same features, not with the base price.
- Show what is includedThe listing and photos call out every finished feature a buyer would pay extra for in a new build.
- Remove the reasons to choose newFresh paint, clean carpets and working systems answer the "everything is new" pitch.
- Watch builder incentivesBuilders sometimes offer rate buydowns or closing cost help. Your agent tracks these and can match the effect with a seller credit where it makes sense.
Why this is a job for a listing agent
Builders have full-time sales staff in their model homes. A resale seller competing for the same buyer needs equal experience on their side: someone who knows the builders’ current pricing and incentives, which buyers are touring both, and how to present your home so its value is obvious. That is the work we do for sellers in newer subdivisions.
Questions sellers ask
Can a resale home in Union compete with new construction?
Yes. Resale homes win on move-in timing, finished features and established yards. Priced against what a comparable new home really costs finished, and marketed on what is included, a resale home is often the better value to buyers.
Should I lower my price because a builder is offering incentives?
Not automatically. A seller credit toward the buyer’s closing costs or rate can match a builder’s incentive for less than a price cut. Your agent can show you both options with the numbers.
Do buyers pay more for a new home?
New homes often sell for more than resale homes of similar size, but much of the difference is upgrades and lot premiums. Compare finished price to finished price.
From The Caldwell Group
Sell your Union home with a team that knows this market
Builders have sales teams, model homes and incentives. A resale seller needs someone just as practiced on their side: a listing agent who knows what the new homes near you really cost once finished, and who markets your home on the things a builder can’t offer. We work with sellers competing against builders in and around Union throughout the year.
The Caldwell Group | eXp Realty has closed 230 Union homes since 2005, 88 of them for sellers, and has helped more than 2,600 families across Northern Kentucky and Cincinnati. We price from real sales, market the home properly and handle every deadline through closing.
Dianna has helped us buy & sell multiple houses over the last 18 years. Her & her team make it as smooth as it could possibly be. Honest, available, professional and charismatic are just some of the words that come to mind. Thank you again Dianna, for helping us through the years!
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