and that was pretty clear this past saturday at a khov in maryland. one looker in five hours and she didn't want to be on camera. the problem is high prices. builders have been focusing on higher end homes because entry level buyers either can't save for the down payment or can't qualify for a loan at the lowest rate. >> so you have prices going one way and the demand going another way that creates the divergence we last saw in 2007. >> reporter: in january, median build was $98,100. 43% higher than the median price tag for a new home. >> everybody is looking for value, so we strategically try to place incentives in every community that really maximizes square foot value to our customers. >> reporter: but incentives may not be enough especially now as interest rates are moving higher. just today in response to the jump in bond yields mortgage rates added an eighth of a point. we're just halfway through february and so far, we've seen the biggest monthly rate bounce in six years. for "nightly business report," i'm diana olick in washington. >> one city