Affordability and attainable homeownership continued to be the theme as September 2026 new-home sales numbers showed strong momentum.
Buoyed by government tax rebates and steady mortgage rates, there were an impressive 521 new-home sales in September, up a whopping 81 per cent from the same time last year, according to the latest Greater Ottawa New Home Market Report, which is prepared by PMA Brethour Realty in partnership with the Greater Ottawa Home Builders’ Association.
September also saw a 12 per cent increase over strong August sales (464) and, for the year to date, new-home sales are just over 50 per cent higher than they were last year (4,078 vs. 2,652).
“Field intelligence continues to indicate that affordability, location and product functionality remain the primary drivers of purchasing decisions, particularly among first-time buyers, young families and downsizers,” says Cheryl Rice, president of PMA Brethour’s Ottawa branch. “Buyers are increasingly focused on monthly payment affordability rather than overall purchase price, especially as mortgage rates have moderated from peak levels.”
She notes that sales remained concentrated among builders offering “affordable, value-oriented product,” with both Minto and Mattamy surpassing the 100-sale mark (Minto came in at 108 while Mattamy saw 103 sales). “Their performance continues to reinforce the importance of competitive pricing, attainable monthly carrying costs and practical product design.”
The west region was the strongest-performing submarket, supported by Caivan‘s stacked condo towns offered at Magnolia in Stittsville, she says. “With prices starting around $297,000, Magnolia continues to attract first-time buyers seeking an affordable path to homeownership. Mattamy’s Northwoods, also offering strong value positioning, sold 43 homes across its range, including condominium flats from approximately $320,000 and stacked townhomes from around $400,000.”
Communities that offer attainable ownership costs, proximity to amenities and move-in-ready homes are generating the greatest traction, she adds. “Magnolia’s success, for example, has been attributed not only to pricing but also to its strong ownership-cost messaging, effective model home experience and convenient access to surrounding services and amenities.”
Rice expects the positive sales momentum to continue through the remainder of 2026 and into 2027 “as purchasers act before the expiry of available GST rebate programs and other government housing affordability initiatives. These incentives, combined with improved borrowing conditions and pent-up demand, have contributed to increased market confidence among entry-level buyers.”
