Matt Devereaux, division president at Lennar Corp., remains optimistic about the growth of new home sales in North Florida.
Lennar is not concerned with a housing market downturn.
“We look for places where people want to be and North Florida’s population growth is robust,” he said.
Miami-based Lennar has 46 communities developed or under development in Duval, Clay, Nassau and St. Johns counties in Northeast Florida, according to Lennar.com
Whether it’s climate, the Beaches or job growth, Devereaux said it is easy to see why the area would experience growth.
Lennar offers homes ranging from the $100,000s to more than $700,000 and adjusts the product to location, demographics and the competition, he said.
“We continue to look for land to purchase and develop, whether it’s finished homesites from a developer or it’s a piece that we are going to develop on our own, we are moving forward,” he said.
There is a lot of opportunity, he said.
Lennar keeps homes started and available. “We know there is going to be a need when somebody comes in that might need to close in 30 or 60 days. We want to have those opportunities and options for customers,” he said.
Lennar’s business focuses on attracting a wide demographic of homebuyers. It does not intend to be a custom builder.
Devereaux said Lennar offers “Everything’s Included,” meaning model homes have all the materials that a buyer would purchase, excluding furniture and decor.
It includes the countertops, flooring, cabinets and major components and finishes.
He said it takes the stress and the complications out of buying a new home to make it as convenient as possible.
“You’re not going to a design center and spend $50,000 to $60,000 to get the home the way you want it to be,” he said.
Lennar also provides a Wi-Fi-certified home from the Wi-Fi Alliance, which means it met the industry standards for products provided. Wi-Fi coverage is available throughout the house.
Devereaux said it’s important to adapt to market trends, and many begin in California. Lennar tries to identify trends so they can be the lead builder that offers those in the local market at a value.
“Things like wood plank floor tile is the most popular type of tile. We see those trends coming and we say everybody is going to get wood plank tile at no upcharge,” he said.
Devereaux said quartz countertops are the most popular so they are a standard feature.
Lennar also offers the NextGen floor plan, “The Home Within a Home.” It is designed for families with scenarios like aging parents or returning college children who are starting out.
Millennials continually change what they want, he said, depending on what is taking place in their life, especially as they form families.
He said location and payments are important, especially as millennials face student debt payments.
He said Lennar is developing communities of smaller houses or townhomes that are “in great locations that have easy access to places like St. Johns Town Center and the Beaches and that are like the center of the universe for North Florida.”
On the other side of the demographic, Lennar is developing Greenbriar Downs, a golf-oriented community in St. Johns County for residents 55 and older. Its name likely will change, he said.
The attraction is an age-restricted “community where you can live and live down the street from your kids and grandkids can buy a home in Shearwater in another home built by Lennar.”