To get a further understanding one has to realize that there has not been a lot of new houses built in the last 5 years. All of the existing homes that come on the market are lacking in all the newer designer fixtures, materials, finishes and locations. Buyers wanting homes with the newer features are having a hard time finding homes and will not accept nothing less.
The result is existing home sellers are needing to "update" their homes pushing the price point higher to where it is easy for the new home builder to compete with existing homes. So these builders can offer buyers with all the components of a new home for less than the totally updated existing home.
You are right about PHM is in position to capitalize on this market situation and will see demand increasing.