Master-planned communities are popping up all over North Texas. With the influx of new Texans, developers rely on data and insights to ensure we’re meeting the needs for homebuyers moving to North Texas—from all over the world. In fact, we’ve found that an emphasis on inclusion is as important in master-planned communities as in corporate America.
Developers are strategizing to ensure communities are built with inclusion in mind. They’re not simply selling lots to builders. Rather, the ultimate development is a creation based on what our homeowners want. Through research conducted by Kantar Futures, the following trends are influencing how communities are being built in North Texas.
Multigenerational and multicultural: Building communities that accommodate a variety of lifestyle and life-stage preferences—single parents with kids, single couples without kids, dual income, parents with kids out of the house, and more. For example, Hollyhock in Frisco is situated to have a small neighborhood feel and will cater to the more sophisticated buyer. The community has a unique focus on art, from monuments to custom sculptures.
Proximity: Providing a good value to home buyers comes with access to highly regarded school districts and areas of employment. Developers are spending more time and research to scale that. For example, Canyon Falls spans the three cities of Flower Mound, Argyle, and Northlake. While The Grove Frisco is located just one mile from the four corners intersection of Frisco, Allen, Plano, and McKinney.
Amenities: Noticing the behavioral changes of people over time is valuable. For example, living on a golf course was more popular 15 years ago, and tennis courts tend to waver in and out of popularity. Data shows that people now expect a finished, sophisticated amenity center when they move in. For example, The Grove Frisco boasts a contemporary farmhouse that is already complete with lots still being developed around it. Residents want the amenity center to include a fitness center, pool, meeting spaces, and even a café where neighbors can grab a bite to eat. In addition, installing intentional outdoor spaces such as trail systems, green spaces, playgrounds, and parks (for people and pets) have become more and more expected.
Topography: Finding land that has natural rolling hills and utilizing that to the fullest is what consumers find interesting. In some flat areas, phenomenal tree lines can advance the appearance of the topography. Backed by research, people want trees—mature trees. For example, Newland harvests existing trees and adds them in intentional places throughout communities, such as entrances and parks.
Developers of master-planned communities are taking pride in doing consumer research and knowing who their homeowners are and then catering to that buyer. In addition to data, working with different architects and land planners helps developers discover the next amenity people want.
Brian Cramer is senior vice president at Newland Communities.
