RCLCO Announces Top-Selling U.S Master-Planned Communities for 2010
BETHESDA, MD – The Villages, an active adult community in Central Florida with 2,107 net sales, was 2010’s top‐selling master‐planned community (MPC) in the U.S. according to RCLCO.
RCLCO has been releasing its top‐selling MPC rankings since 1994. The firm retains the most in‐depth knowledge bank of MPC data and trends in the industry. Each year, RCLCO tracks the sales of over 400 communities across the nation for its annual MPC survey. The survey tracks other key success metrics in addition to sales.
Master‐planned communities are large‐scale developments featuring a range of housing prices and styles, an array of amenities, and multiple non‐residential land uses (such as commercial, hotels, and educational facilities) offering residents an attractive and convenient environment in which to live, work, and play. Some communities provide lifestyle options for multiple market segments, while others target a specific buyer type such as active adults age 55 and over.
As in past years, the Sunbelt region remained home to a majority of the top performing communities with Houston representing the largest concentration. Newland Communities, the nation’s largest private developer of master‐ planned communities, claimed 40% of the communities on our top 20 list, and was the only developer with top‐ selling communities in multiple markets. Bob McLeod, Chairman and CEO of Newland Communities, attributes their success to “Newland’s national platform and geographic diversity.”
Major themes from this year’s survey include:
The top two performers in 2010, The Villages in Central Florida and Villages at Irvine in Orange County, California, each achieved impressive sales using two very different strategies. This reflects the fact that one caters to a fairly narrow segment of the market, the other to a broad range of segments. Dr. Gary Lester, Vice President of Community Relations at The Villages tells us that “we really aren’t doing anything new – we’ve always been good ‘listeners’ regularly surveying our residents and those who visit here to find out what their dreams for retirement are... the active lifestyle here continues to draw new residents from all over the country who want to enjoy country club living in Florida on an affordable budget.” Villages at Irvine Ranch took a different approach, revisiting their segmentation model to better align housing products with market opportunities. Revisting their segmentation model and adjusting product lines to enhance market capture is clearly a trend among top master‐ planned communities proactively positioning themselves for success as the market recovers, and represents a large part of RCLCO’s consulting activity in the past six months.