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Generally you can.
It depends on their margins though.
Years ago I made some enquiries about a development out in the wilds of Essex and the salesman I spoke to wanted £250k for a 2 bed, 2 bath thing with 2 covered parking spaces. Without even asking, I was offered a £10k discount and offered £5k towards fees.
We had a bit of telephone tennis over the next few weeks and I eventually got him down to £210k, but then decided against it. I assumed that it'd sold, but when he called me three months later and offered it to me for £175k, I told him that the money had already gone elsewhere.
They're selling for £400k now.
http://www.auracambridge.co.uk/availability/
Wow, these are expensive.
Does anyone know if you can negotiate decent discounts on new builds?