In a recent ad for Portland Place Condominiums in Downtown Phoenix the copy reads: "Make Portland Your Home, Too. Instead of second-guessing the market, we want to know what you think. We've removed the list price from three of our most popular models, so tender your offer today."
You, as the buyer establishes the value that the property has to you. Currently everyone establishes a value based on recent sold and the competing homes. The price a seller sets is a result of looking at comparable properties. In essence a buyer may look at the price suggested by the seller but still picks his/her own offer price based on seemingly similar comparable properties. That price suggestion still directs the buyer to where the seller may want to be. In the case of a new property, a unique one like Portland Place, what is the value? No suggested price, makes the buyer do additional steps in establishing value. Now, the question is, if you come up with a value that you'll be ready to submit, it is still subject to the approval or disapproval of the builder. This may also be a way for the builder to at least get some offers on the table. Often once something is in writing both parties will have something to work with an possibly some motivation to come to agreeable terms, but only if there is enough motivation on both sides. If the builder gets enough feedback through such offers then he/she will at leaset know the tide of the market. We'll see how this works for them. | 
