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It can be difficult to negotiate the sales price with a builder because their prices are based on fixed construction costs. The builder determines the cost to build the property including labor, materials, and marketing costs. He then marks up the price a certain percent to provide a profit. There may be some flexibility in upgrades - hardwood flooring, light fixtures, appliance styles, etc.
Also, if a builder is building many homes in a neighborhood, they do not wish to discount the price of the house as it will then become a comp and they will have to discount the next house just as much.