Similar variations in massing and accent materials give each of the townhomes its own identity, even though the units share walls. Raised porches—initially specced for pragmatic reasons to overcome grading constraints in the site’s existing pads—ended up being a pivotal design feature, accentuating the entry to each home.
Colors were a key ingredient in the mix, and here the builder wasn’t shy. “A lot of higher-density communities tend to go vanilla,” Harris says. “We made bold color choices so it didn’t look like an Archie Bunker neighborhood.”
To keep prices reasonable while giving buyers the most bang for their buck, Pulte streamlined the number of floor plans and finish packages, but bumped up the quality of that limited selection. The townhome program, for example, takes shape with just two floor plans, four elevation styles, and a choice of A or B when it comes to flooring, cabinetry, and granite color. But the standard package also includes a home theater, GE Profile appliances, and a home security system.
Neotraditional façades and contemporary interiors proved a winning combination, says Chris Cady, president of Pulte Homes’ Sacramento-Reno division.
Credit: John Swain
“[Other builders] option everything in the house, from the length of the vanities to the flooring and countertop materials to you name it,” Harris says. And in the process, they end up diluting their potential for volume discounts. “Buyers end up picking and choosing among hundreds of variables, and the selection process becomes very tedious. Our approach is to offer fewer choices but higher grade. When we simplify the number of options on our end, it reduces our cycle time and allows us to achieve better pricing. We’d rather give [buyers] the nicer stuff standard because ultimately that’s what they want. And if we can purchase more of it, it brings our costs down.”