Contributed by John Martin, Principal of Martin & Associates
Join John as he moderates the panel discussion in the land session, "The Snake and the Mongoose – Creating a Win-Win Between Community Developers and Home Builders in Planned Communities” on Wednesday, 6/24, 2015, at 9:45 am.
Our panel will focus on how to increase sales absorption, land values, and builder profits while creating great places for people to live. A big topic, right? Although this subject isn’t new, the challenge ahead is greater than in decades past. Why? Based on demographic changes, consumer lifestyles, and lifestyle preferences, the drivers of demand are much different.
The primary markets to target are the following three major buyer segments: the Millennials/Generation Y, Generation X, and Baby Boomers. This year, Baby Boomers are 51-69 years old. Many builders want to continue building homes for move-up buyers on a limited number of standard size lots. However, stiff competition results from building the same type and size of homes for a market segment that is shrinking in this decade. Therefore, this strategy will no longer guarantee success and profitability.
Future success and profitability will depend on identifying and targeting the Buyer Segments that will be increasing in the years ahead. This means designing for the huge Generation Y, whose oldest members are 34 years old. Although a large percentage of Generation Y have delayed family formation, they will be a force in the years ahead. The biggest opportunity for developers and builders in this decade and beyond is building for aging Baby Boomers. Working together, Community Developers, who create a diversified product program that’s based on consumer segmentation, and Builders, who deliver the right product, at the right price, and in the right location, will create a win-win and thrive.
To learn more, join me at “The Snake and The Mongoose” panel discussion at PCBC on Wednesday, June 24 at 9:45 am.
Panelists at this session will include:
- Adrian Foley, President of Brookfield Residential Southern California
- Emile Haddad, President and CEO of FivePoint Communities
- Paul Johnson, Senior Vice President of Rancho Mission Viejo
- Randall Lewis, Executive Vice President of Lewis Group of Companies