Last month, I attended NAHB’s midyear meeting in Miami and had the pleasure of sitting in on a presentation by Daniel Swift, president and CEO of Des Moines-based architecture group BSB Design.
An Overnight Success
To use basketball parlance, the Deer Creek development in Tampa, Fla., was a slam-dunk.
To use basketball parlance, the Deer Creek development in Tampa, Fla., was a slam-dunk. Plans for marketing the project, which included a series of newspaper ads in addition to local signage, were completely superceded by an unanticipated level of early interest by real estate agents. This translated to a near sell-out prior to the June 12 grand opening, notes company president Andrew Berger. The first phase of 52 homes is already spoken for and the second and final phase of 54 homes has a waiting list of 200. "We put one painted plywood sign in front of the project and within hours we started receiving telephone calls from prospective buyers," says Berger.
A central location seems to have figured prominently in the initial interest from buyers who are overwhelmingly local move-ups of all kinds - empty nesters, families and some retirees. According to company vice president David Pelletz, many of the early buyers are real estate agents who saw the only roadside sign.
"Tampa is adding about 55,000 new jobs per year so when we conceptualized this house, we anticipated a large relocation market,’’ says Berger. "We were surprised when Deer Creek proved so popular with the local market."
New Old World
Small Volume Success
Mesquite Suits Buyer Tastes
Modern Main Line
Happy Trails At Ladera Ranch
Market Focus Demands Focused Marketing
Ladera Ranch Information