The displayed price of a new apartment sold in VEFA (sale in future state of completion) is not a fixed price. The developer sets a pricing grid lot by lot, but this grid includes variable margins depending on the progress of the marketing, the type of lot, and the pressure of the local market. Negotiating the price of a new apartment relies on understanding these mechanisms, not on improvisation on the day of the visit.
VEFA Reservation Contract: Clauses That Open Negotiation
Before discussing a discount, it is essential to know what the reservation contract requires from the developer. This document must specify the estimated price, delivery time, and conditions for the return of the deposit. The deposit is capped at 5% of the price if the signing of the authentic deed occurs within one year.
The buyer then has ten calendar days to withdraw without justification or penalty. This right of withdrawal provides a concrete lever: requesting modifications to the contract (services, finishes, deadlines) does not jeopardize the purchase, as exiting remains possible during this period.
Negotiation is therefore not limited to the displayed price. It can also concern the contractual conditions themselves, such as late penalties, the terms for lifting reservations at delivery, or the inclusion of equipment (kitchen, parking space). Relying on the advice from Philippon Architecte helps structure this approach before the first meeting with the developer.
Unsold Lots and Completed Housing: Where the Margin for Negotiation is Greatest
Not all lots in a new program are negotiated with the same ease. The actual margin depends on the developer’s position relative to their sales schedule.
According to the observatory of the Federation of Property Developers (FPI), the balance of power has significantly shifted in favor of buyers. Sales of new housing have reached a historically low level, putting many developers under financial pressure. Two situations concentrate most of the negotiation potential:
- End of program lots: when there are a few lots left to sell in a building that is about to be delivered or has already been delivered, the developer incurs carrying costs (insurance, charges, taxation). Each month without a sale reduces their profitability. These lots are negotiated on price, but also on ancillary costs and included services.
- Unsold completed housing: a new apartment that has been delivered but never occupied represents a fixed cost for the developer. The request for a discount can then be more direct, as the developer no longer has the card of “program in the process of marketing” to justify maintaining the price.
- Lots marketed for a long time without a buyer: a lot visible on platforms for several months indicates a difficulty. The developer knows this and anticipates that an informed buyer will use it as an argument.
Targeting these situations rather than a freshly launched program with high demand changes the very nature of the discussion.
Negotiating the Price of a New Apartment: What Happens Beyond the Discount
Obtaining a reduction in the face value is not always the best outcome. Some developers prefer to maintain their pricing grid (to avoid devaluing the lots already sold to previous co-owners) but accept equivalent value concessions.
Negotiable Services and Equipment
An equipped kitchen, an additional parking space, a storage unit in the basement, or high-end finishes (flooring, carpentry) are items that the developer can absorb more easily than a price discount. Negotiating services rather than price often allows for obtaining more in real value.
A developer under pressure may sometimes agree to cover reduced notary fees or offer assistance with the customization of the property (choice of materials, modifications to partitions within technical limits).
Ancillary Costs and Payment Conditions
Application fees, connection fees, or certain charges related to the co-ownership during the first year can be subjects of discussion. Each ancillary item represents a distinct negotiation lever from the displayed price.
The staggered calls for funds in VEFA follow a regulated schedule, but the way the developer manages cash flow adjustments can also be a topic. A buyer with a substantial down payment or an already approved loan represents a solid case, which strengthens their position.
Homeownership or Rental Investment: Pressure Does Not Apply Everywhere in the Same Way
The decline in the new housing market does not affect all segments uniformly. Programs aimed at homeownership, particularly in suburban areas, are under greater pressure than those targeting rental investment in tight city centers.
A primary residence buyer negotiates with a developer who depends on homeownership to reach their pre-marketing threshold. The margin for negotiation varies depending on whether the program targets homeownership or investment. In a program primarily aimed at investors, the developer may have commitments with institutional investors or tax schemes that rigidify their pricing grid.
Identifying the commercial positioning of the program before starting the discussion allows for adapting the strategy. A program where the majority of lots are intended for first-time buyers, in a market where buyers are becoming scarce, structurally offers more margin than a premium program in the city center that has already sold more than half.
The new housing market is experiencing a historically low period of sales. This context gives buyers a negotiation window that does not present itself in every real estate cycle. Preparing the file, understanding the clauses of the reservation contract, and choosing the right lot at the right time in the life of a program matter more than oratory talent on the day of the meeting.
