Williams Homes CEO Lance Williams on Why Now Is the Smart Time to Buy

At a time when many homebuilders are scaling back or waiting out the storm, family-owned Williams Homes is doubling down on its relationship-driven approach with the launch of the Williams Homes Promise, a set of buyer-focused guarantees designed to bring stability and flexibility to an otherwise volatile housing market.

Grit Daily sat down with Lance Williams, founder and CEO of Williams Homes, to discuss why this initiative matters now, how it reflects the company’s ethos, and what buyers can expect when working with a builder that still believes trust is the most valuable asset.

Grit Daily: What sparked the idea behind the Williams Homes Promise, and how does it reflect your core philosophy as a builder and business leader?

Lance Williams: The Williams Homes Promise was born out of the simple belief that buying a home should feel empowering, not overwhelming. As a family-owned company, we’ve always focused on relationships first. We listen to our buyers. And right now, they’re telling us they need certainty, value, and flexibility. The Promise is our way of showing up for them with real solutions. It’s a reflection of everything we stand for — transparency, trust, and a commitment to doing what’s right for our buyers, even when the market makes it tough.

Grit Daily: You launched this program at a time when many buyers are hesitant, with high interest rates, rising costs, and limited inventory. Why is now actually the moment to act?

Lance Williams: I understand the hesitation — we’re all living in this market together. But what most people don’t realize is that the window to secure a new home at a locked price, with built-in incentives, is a rare opportunity in a rising market. Inventory remains historically low, and once rates ease, we expect even more demand. Acting now means buyers can avoid future bidding wars and price spikes. Timing the market perfectly is nearly impossible. Taking advantage of programs like ours gives buyers control in an otherwise uncertain environment.

Grit Daily: Locked pricing and Flex Cash are part of the Promise. Can you break down what those mean in real terms for today’s buyer?

Lance Williams: Absolutely. Locked pricing means that what you see is what you pay — no surprises, even if costs rise before you close. In a fluctuating economy, that peace of mind is huge. Flex Cash gives buyers the power to apply financial incentives where they need it most — whether that’s buying down their interest rate, covering closing costs, or customizing their new home. It’s about flexibility and personalization, and letting buyers shape their purchase in a way that works for their financial situation.

Grit Daily: As a family-owned business, what advantages do you think you offer compared to larger, publicly traded developers?

Lance Williams: We move with speed and heart. We’re not driven by quarterly earnings calls — we’re driven by people. Our decisions are made locally, not in a corporate boardroom, and that allows us to be nimble, responsive, and community-focused. We build where we live, and our team takes immense pride in creating neighborhoods that last. Buyers aren’t just another transaction — they’re neighbors, friends, and part of our story.

Grit Daily: You’ve been in this industry for decades. How does this current economic cycle compare to past ones, and how should smart buyers approach it?

Lance Williams: Every cycle has its own challenges, but one thing remains consistent: real estate rewards long-term thinking. This current time reminds me of the early 2000s — a lot of noise in the market, but also a lot of opportunity for buyers who act decisively. The truth is, people will always need homes. If you’re financially ready, this is not a market to fear — it’s one to navigate strategically. Work with a builder who’s in it for the long haul, who offers real support, and you’ll come out ahead.

Grit Daily: Let’s talk about retention. What role does customer care after the sale play in this program, and why does that matter so much right now?

Lance Williams: To us, the sale isn’t the end — it’s the beginning of the relationship. The Williams Homes Promise includes a dedicated customer care team because we believe buyers should feel supported well after they get their keys. In a time when people are stretched thin and seeking stability, knowing your builder stands behind the product matters more than ever. We don’t disappear after the close — we’re there to ensure the home you bought is the home you love.

Grit Daily: What’s your long-term vision for the Williams Homes Promise, and do you see it becoming a permanent part of your brand’s DNA?

Lance Williams: Without a doubt. The Promise may have started as a response to current market conditions, but the principles behind it are timeless. This isn’t a campaign — it’s a commitment. We’ll continue to evolve it to meet buyers where they are, but it will always reflect our core values. My vision is that when people hear “Williams Homes,” they immediately think of trust, care, and a builder who delivers on their word. That’s the legacy we’re building.

Final Thoughts

At a time when trust can feel like a rare commodity in real estate, Williams Homes is betting on it. The Williams Homes Promise isn’t just a promotional tactic — it’s a philosophy in motion. As market dynamics continue to shift, it’s clear that buyers aren’t just looking for properties. They’re looking for partners. And Williams Homes is making the case that it’s ready to be exactly that.