Green Building: Going…Going…Green!

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XIII. MARKETING

More or less across all target markets, there is about 1/3 of the market that wants REAL Neighborly Neighborhoods and TND; there's another 1/3 of the market that wants more neighborly relationships, but they don't want to give up the street accessed garage and big rear yards; the other 1/3 of the market wants their castle with a moat of drainage swales around it, and they don't really care if they know their neighbor at all-or for that matter, anyone else in the whole subdivision. We simply write off that last 1/3 of the market.

However, there is no one else in our market who can appeal to the other 2/3 of the market as well as we can. If we do a good job we essentially have 1/3 of the market to ourselves, since no one else in Chicagoland has a comparable Authentic Neighborhood land plan in our price range. The real key to our competitive success, though, is the middle third of the market that wants to live in a neighborly neighborhood but they don't want to live in a conventional TND with alley loaded garages. This is where our land plan gives us such a competitive advantage. We have a TND type streetscape with alley loaded garages, a Neighborhood Park, and all the other things I've described that go into an Authentic Neighborhood; but off of this TND traffic calmed street we have a relatively conventional, archetypal cul-de-sac that many suburban homeowner and every builder would kill for. The primary differences are that it is private, traffic calmed, safe for kids, and much more neighborly.

As a result, we go to market with two different themes:

1) Single Family Homes at Townhouse Prices (SFHTP)

2) The Neighborly Neighborhood Lifestyle

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