Key facts
- Taylor Morrison was named America's most trusted homebuilder for the 11th consecutive year in 2026.
- CEO Sheryl Palmer discussed trust as a competitive advantage during a HousingWire Homebuilder Summit session.
- The company experienced land price increases of 20% to 30% in 2023.
- Palmer emphasized complete customer communication and cautioned against replacing human connection with technology.
- Taylor Morrison aims to sell based on product and community strengths rather than relying solely on incentives.
Taylor Morrison CEO Sheryl Palmer highlighted the critical role of trust in navigating a challenging housing market during a session at the HousingWire Homebuilder Summit on Tuesday. The company, recognized as America's most trusted homebuilder for the 11th consecutive year by Lifestory Research and featured on Time's 2026 list of America's Best Companies, leverages trust to manage land deals and maintain pricing integrity.
Palmer acknowledged that the company, like others, overpaid for land during the pandemic boom, with prices rising 20% to 30% in 2023. She emphasized that strong, trust-based relationships with land sellers are essential for renegotiating terms when economic conditions shift. This approach allows Taylor Morrison to avoid aggressive discounting and focus on the strengths of its communities and products.
The company also prioritizes complete customer communication and authentic human connection, cautioning against over-reliance on technology. Palmer noted that the industry has fostered an environment of high buyer expectations for concessions, but Taylor Morrison aims to regain confidence in its offerings. Internally, the company fosters a culture of trust and accountability, empowering employees to act autonomously.