Taylor Morrison CEO says trust can scale in a stress-test market

Fewer buyers are coming through the door. More builders are cutting prices to get them there. More are offering incentives once they arrive. And increasingly, neither appears sufficient to make them buy.That is the operating reality homebuilders carry into the final stretch of 2026. Builder confidence has fallen to a one-year low. Prospective-buyer traffic is still deeply depressed. Forward-looking single-family permits slipped again in August. And higher financing costs have further complicated the outlook for builders and their customers.For homebuilding companies, that raises the stakes on a mandate we have followed throughout this Built for This series: get better. Taylor Morrison Homes Chair and CEO Sheryl Palmer push that mandate one step further. Getting better starts with knowing exactly whom you’re getting better for and why, and building the trust that makes people want to do business with you repeatedly. That begins with the homebuyer, but it does not end there. Trade partners, land sellers, materials suppliers, localities and neighbors, lenders and investors, and the people who work inside the company all make choices about whom they trust with their time, money, proper...