Starion on Central.rearMove-up housing has become the most popular product type of new homes – with more builders favoring it over entry-level, luxury, active-adult, and other housing categories. Nationwide new home builders say they’re targeting this move-up or second-time buyer market, according to this year’s Builder 100/Next 100 data by BUILDER magazine. The number of move-up homes offered by builders have eclipsed entry-level houses, whose number has drastically decreased.