In addition to sharing the 10 top-selling master plans of 2023 in her recent webinar, Zonda principal Mollie Carmichael also provided 12 trends she is seeing within those top-performing communities.
Ranging from popular features, such as water elements and work hubs, to overarching themes, such as affordability and health and wellness, the following trends were essential to driving more sales within the communities and creating value for the people who reside there. Learn more about each below.
1. Design Matters
According to Carmichael, interior layout and style is very important for homes in master plans. Builder packages will help streamline sales and factors including light, entertainment, and indoor/outdoor living should all be considered when designing and implementing floor plans.
2. Affordability
It’s no surprise that affordability is a factor in today’s market. Carmichael says no-tax states are attracting buyers, but low HOA fees, rightsized/priced product, and buydowns will help in other states. “Based on our research all over the country, buyers want rates under 5%,” she explains.
3. Health and Wellness
Likely fueled from the lingering effects of the pandemic, homeowners are prioritizing their health and overall wellness, and they want to see that displayed within their communities. “The fitness club has really replaced what we called the old stuffy club,” says Carmichael.
4. Work Hubs
Building off the fitness club, Carmichael says a work component to the club is also important with so many people working remotely. “I think fitness and that work club experience really became a much, much bigger deal than the old grand club with a fireplace and lots of chairs.”
5. Just Add Water
Whether it’s pools, ponds, or lagoons, water features add something to a master plan. “I would say in all cases just to add water if you can,” states Carmichael. “You’re always going to get a premium to actually be on water. It's going to really double your value, and things like crystal lagoons, it's such a breathtaking experience.”
6. Giving Back
Solar and energy-efficient features may be more expensive upfront, but “people are looking to your pocketbooks to make up for rising interest rates, higher cost of living, and inflation,” says Carmichael. “Any time you can give back to the customer with things like solar, energy consumption, is great.”
7. Modal Variety
Carmichael says modal variety is such a big deal to her. “It allows your consumer, their families, the people that are living within this community a lot more choices to get around without jumping into a car.”
8. Immersive Experiences
For example, activities like traditional golf have morphed into golf simulators. “We’re going to see so much of this happening, whether it's retail or hotel experiences,” she says. “I think you should be thinking about it as you're designing your master plans.”
9. Social Programming
On that note, “social programming is going to continue to be big.” Carmichael refers to these social offerings as club connections and can include games, sports, clubs, events, or anything that can bring people in the community together.
10. Digital Playgrounds
When it comes to amenities, also be thinking about the digital options. “We had PokemonGo back in the day. Think about programming your parks to one where kids who like gaming go outside,” she says. “It can really be something fun that you can update regularly.”
11. In-Person Events
But, don’t forget to balance the digital with the in-person events. “I always want to underscore there's nothing that replaces in-person experiences,” says Carmichael. “Having those events in person, coming up with reasons to engage, creating ambassadors within your community to lead the future of those master plans, that never goes away despite all the digital stuff.”
12. Marketing Strategies
Last, but not least, Carmichael states marketing plays a role in the success of a master-planned community. “We're looking at how we talk to our customer so much differently than we did in the past,” she says. “We'll actually come back with another webinar specific to this in the next month or two.”
