Anyone who ever wanted a sneak peek at how builders profit from buyers should have been a fly on the wall at a recent builder seminar here called Price it Right. For 120 minutes, Maryland consultant Alan Trellis drilled and grilled hundreds of builders from around the nation about how to price lots, houses, upgrades and options.
Pricing is a head game.
It's not a mathematical formula.'' Trellis' message is familiar to Central Florida builders. He has spoken to the Home Builders Association of Mid-Florida. Association president Kim Goehring said Trellis is popular and makes some good points, but Goehring said he doesn't agree with everything the author of Building With Attitude has to say. Builders are not necessarily out to gouge buyers. And certainly not all builders follow Trellis' guide to price increases.