Even if you think the options are the same, there could be many upgrades that the owner installed that go into the higher asking price...i.e., crown molding, upgraded appliances, classier front door, organized closet systems, painted garage floor, attic stairs, driveway resurfacing, custom landscaping, window coverings, etc., etc.
The list is almost endless. If you drive through the neighborhoods where building is taking place, you'll see lots of modifications going on to brand new houses.
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