New build market requires expert execution
PROPERTY
Property Insights by Johnny Gannon, Fair Deal Property
There is a well-established narrative that selling new homes is easy. With a chronic undersupply of housing, strong population growth, and intense buyer demand, many assume that any new development launched today will automatically sell itself. The reality on the ground is far more complex.
Yes, demand for quality new homes remains strong but so too is inflation. The affordability pinch is beginning to be felt across the industry. Across several developments we are selling, prices are increasing by as much as €25,000 per unit between phases. In one example, two-bedroom terrace homes that recently sold for €325,000 are now asking €345,000 only weeks later.
One of the biggest misconceptions in today’s market is that strong demand guarantees successful sales. While the market remains active, affordability pressures are becoming increasingly real. Buyers are stretching mortgage limits, construction inflation remains elevated, and the cost of finance for developers continues to rise sharply.
We are already hearing reports from builders across Ireland that new-build schemes are beginning to move much slower this year. The market remains strong, but it is also fragile. This is where execution becomes critical.
At Fair Deal Property, we have spent the last two years building a substantial database of fully qualified buyers specifically targeting the new-build market. That work has involved disciplined marketing, continuous buyer engagement, deep understanding of Government-backed schemes, and a rigorous qualification process.
We have taken over several new developments in recent weeks that had previously achieved zero sales over a two-month period. Under our stewardship they are now already largely oversubscribed.
In today’s environment, successful new-home sales require far more than simply placing a development online. Developers need energy, expertise, superior marketing, and immediate access to genuine ready-to-proceed purchasers. Particularly in regional towns such as Tuam and other growing commuter locations, there is no room for complacency.
Government supports continue to underpin the market. Through the Help to Buy and First Home schemes, eligible purchasers can access substantial assistance, helping sustain demand despite rapidly rising prices.
But developers remain under significant pressure. Margins are tight, finance costs are high, and delays can quickly become dangerous. Transactions must move quickly, and sales momentum must be quickly established and carefully maintained.
In 2026, success in the new-build market is no longer simply about having houses to sell. It is about having the expertise and execution required to deliver results in a highly competitive and increasingly complex environment.
For more information visit www.fairdealproperty.ie