HomeTown – Neighborhood Development

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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 TNDesign. 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 ever 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 and small yards. 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 every suburban homeowner wants and every builder would kill for. The primary differences are that our cul-de-sac is

• Private,
• Traffic calmed,
• Safe for kids, and
• Much more neighborly.

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