MARKET PERSPECTIVES • STERLING RANCH
MARKET INSIGHTS, SEGMENTATION AND MEASUREMENT
Preface KNOWLEDGE OF THE MARKETPLACE is a powerful and necessary asset to be used in a variety of ways. Presented here are market perspectives specific to Sterling Ranch, Colorado.
In these pages are 1) a Market Overview of Douglas County, 2) demographic and psychographic profiles of prospective residents, 3) future migration trends of the area, 4) lot and product segmentation, and 5) the continuous process for measuring and monitoring assumed segments measured against actual inquiries and data captured from prospects.
The raw data for psychographic profiles and projections, as well as demographic projections, is from Claritas, a Nielsen Company. Raw demographic data is gleaned from the Census FactFinder tool. Other statistical and figure references have been culled from various state, regional and national data aggregators.
2 | Sterling Ranch | Market Perspective
Table of Contents Preface . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2 Market Overview . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 Demographic Profiles . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 Population Migration . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13 Psychographic Profiles . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19 Providence Village Lot and Product Segmentation . . . . . . . . . . . . . . 32 Measuring, Monitoring and Refining . . . . . . . . . . . . . . . . . . . . . . . . . . . . 36 Conclusion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 37
Sterling Ranch | Market Perspective | 3
Market Overview
4 | Sterling Ranch | Market Perspective
MA R K E T OV E R V I E W :
Perspectives on the Market The legacy of Colorado offers so much to appreciate and sustain today and going forward. It’s outdoor opportunities and consistent job growth provide a strong foundation for those moving to Colorado from other states, and for Coloradans migrating throughout the state. Sterling Ranch, CO, located in the northwest quadrant of Douglas County, offers the amenities, lifestyles and balanced commute that new and long-term residents of Colorado desire. Situated between Roxborough and Chatfield State Parks with main access to downtown Denver via Santa Fe Blvd (Highway 85), Sterling Ranch expects hard-working, educated and active residents spanning from first-time buyers to move-down active adults. The orientation of the site sits adjacent to Highlands Ranch, a 22,000-acre master-planned community with approximately 93,000 residents.
Sterling Ranch | Market Perspective | 5
MA R K E T OV E R V I E W :
Perspectives on the Market COLORADO AND DOUGLAS COUNTY’S POPULATION IS EXPERIENCING DYNAMIC GROWTH. Stated in the January 2003 Census report, Endogenous Growth and Entrepreneurial Activity in Cities, entrepreneurial activity and economic growth are positively associated. That is why entrepreneurial activity in Colorado is an important factor for generating and continuing economic growth. According to the Ewing Marion Kauffman Foundation, Colorado ranked 5th in the nation for entrepreneurial activity between 2000 and 2010.
• Colorado’s population increased by 17 percent, compared to a 10 percent increase for the United States during the same period.
• Colorado employment grew by 8 percent, compared to 5 percent in the United States.
• Personal income grew by 15 percent in Colorado, compared to 14 percent in the United States.
• Colorado added 228,893 new jobs, a majority of which came from service-related industries.
The fastest growing sectors included health care, professional and technical services, finance
and insurance, and government.
The estimated population of Douglas County at the beginning of 2014 was 302,464 persons.
• 2.3% increase from the previous year’s estimate of 295,682.
6 | Sterling Ranch | Market Perspective
Between 2000 and 2010, the population of Douglas County increased 62.4%
• Douglas County was the fastest growing county in Colorado.
• 16th fastest growing county in the nation.
In 2014, seniors make up 7.1% of the population in Douglas County, compared to 4.2% in 2000. • By the year 2030, seniors are expected to be 20% of the total Douglas County population. • The population age 65 and over increased 177.8% between 2000 and 2010.
In 2014, average household net worth of Douglas County residents was $1,014,651 compared to Colorado’s average household net worth of $590,480. • Median household income for Douglas County was $95,324. • Douglas County ranked 9th in the nation for highest median household income among counties with populations of 65,000 or more.
In 2013, 24% of Douglas County residents have moved. • 22% of Douglas County residents have lived in their homes for five years or more.
Sterling Ranch | Market Perspective | 7
MA R K E T OV E R V I E W :
Perspectives on Home Values for Surrounding Towns THE HOME PRICES OF STERLING RANCH’S SURROUNDING AREAS ARE CONSISTENTLY INCREASING.
HIGHLANDS RANCH The median sales price for homes in Highlands Ranch, CO for October 2014 to January 2015 was $362,000. • 13.1% increase compared to the prior year. • Sales prices have appreciated 20.7% over the last 5 years in Highlands Ranch.
CASTLE ROCK The median sales price for homes in Castle Rock, CO for October 14 to January 15 was $325,750. • 4.6% decrease compared to the prior year. • Sales prices have appreciated 32.7% over the last 5 years in Castle Rock.
LITTLETON The median sales price for homes in Littleton, CO for October 2014 to January 2015 was $300,000. • 14.5% increase compared to the prior year. • Sales prices have appreciated 25% over the last 5 years in Littleton.
8 | Sterling Ranch | Market Perspective
Demographic Profiles
Sterling Ranch | Market Perspective | 9
D EMO G R A P H I C P R O F I L E S : D O U G L A S C OUNTY, C O
Perspectives on the People CORE DEMOGRAPHIC INFORMATION The demographic data for Gender, Age and Ethnicity is taken from the 2009-2013 American Community Survey 5-Year Estimate: Demographic and Housing Estimates. The total population of Douglas County in 2010, the year this data was taken from, was: 285,465
GENDER
ETHNICITY
Male: 49.6% of population
One Race: 97.4%
Female: 50.4% of population White: 90.2%
AGE
Black or African American: 1.2%
Dominant
Asian: 3.8%
25-34 years: 11.2% 35-44 years: 17.5%
Hispanic or Latino (of any race): 7.5%
45-54 years: 16.5%
Not Hispanic or Latino: 92.5%
62 years and over: 10.9% 65 years and over: 8% Median Age 36.9 years
10 | Sterling Ranch | Market Perspective
D EMO G R A P H I C P R O F I L E S : D O U G L AS C OUNTY, C O
Perspectives on the People The demographic data for Relationship, Households by Type and Housing Occupancy is taken from the 2010 Demographic Profile Data: Profile of General Population and Housing Characters.
RELATIONSHIP (WITHIN HOUSEHOLD)
HOUSEHOLDS BY TYPE
TOTAL POPULATION IN HOUSEHOLDS: 284,814
TOTAL HOUSEHOLDS: 102,018
Homeowner: 35.7% of population
Family Households: 77.5% of population
Spouse of Homeowner: 24% of population
Family Households with Children Under 18
Child: 34.2% of population
Years: 43.1% of population
Child Under 18 Years: 29.3% of population Husband-wife Family: 67.1% of population Husband-wife with Children Under 18 Years:
HOUSING OCCUPANCY TOTAL HOUSING UNITS: 106,859 Occupied Housing Units: 95.5% Vacant Housing Units: 4.5%
36.1% of population Male householder, no wife: 3.4% of population Male householder with Children Under 18 Years: 2.2% of population
For Rent: 1% Rented, not occupied: .1% For sale: 1.5% Sold, not occupied: .3% Seasonal, recreational or occasional use: .8%
Female householder, no husband: 7.1% of population Female householder with Children Under 18 Years: 4.7% Nonfamily Households: 22.5% of population Male Living Alone: 8% of population Male Over 65 Years: .9% of population Female Living Alone: 10% of population Female Over 65 Years: 2.8% of population Households with individuals under 18 years: 44.7% Households with individuals 65 years and over: 14%
Sterling Ranch | Market Perspective | 11
D EMO G R A P H I C P R O F I L E S : D O U G L A S C OUNTY, C O
Perspectives on the People The demographic data for Employment Status, Occupation and Income & Benefits is taken from the 2009-2013 American Community Survey 5-Year Estimates: Selected Economic Characteristics.
EMPLOYMENT STATUS
INCOME
POPULATION 16 YEARS AND OVER: 214,419
TOTAL HOUSEHOLDS: 103,780
In labor force: 74.2% of population
$35,000-$49,999: 7.7% of population
Civilian labor force: 74%
$50,000-$74,999: 14.4% of population
Employed: 69.9%
$75,000-$99,999: 15.2% of population
Unemployed: 4.2%
$100,000-$149,999: 25% of population
Armed Forces (Non-civilian): .2%
$150,000-$199,999: 12.9% of population $200,000 or more: 13.2% of population
OCCUPATION
Median HHI: $101,591 Mean HHI: $121,999
CIVILIAN EMPLOYED POPULATION 16 YEARS AND OVER: 149,780 Management, business, science and arts:
TOTAL FAMILIES: 81,035
54% of population
Less than $34,999: 7.5% of population $35,000-$49,999: 5.9% of population
Service occupations: 10.9% of population
$50,000-$74,999: 12.7% of population
Sales and office: 26.2% of population
$75,000-$99,999: 15.2% of population
Natural resources, construction and
$100,000-$149,999: 27.8% of population
maintenance: 4.2% of population Production, transportation and material
$150,000-$199,999: 15.2% of population
$200,000 or more: 15.7% of population
moving: 4.7% of population Median Family Income: $112,930 Mean Family Income: $135,267
12 | Sterling Ranch | Market Perspective
Population Migration
Sterling Ranch | Market Perspective | 13
P O P U LAT I O N M I G R AT I O N : S E L E C T Z I P C ODES
Future Projections of Demographic Data Three ZIP codes have been selected to gauge migration trends in and around Sterling Ranch based on the economic activity of cities, towns and communities within. 80125 - The ZIP code of Sterling Ranch, CO. 80129 - The ZIP code of Highlands Ranch, CO; directly adjacent to Sterling Ranch. 80130 - The eastern ZIP code of Highlands Ranch, CO and Lone Tree, CO. Based upon demographic migration trends of ZIP codes listed above, projected through year 2020, all within Douglas County, the following criteria have been gleaned: The median age of the population is getting older. On average between the three ZIP codes listed, the median age in 2020 will become 39 years old, a 3.47% increase from 2015. • Within the Sterling Ranch ZIP code: Ages 55-64 increase from 13.56% of the population
in 2015 to 15.20% in 2020. • Within the Sterling Ranch ZIP code: Ages 65-74 increase from 6.67% of the population
in 2015 to 8.79% in 2020.
The median age of the householder is getting older. On average between the three ZIP codes listed, the median householder age in 2020 will become 52 years old, a 5.2% increase from 2015. • Within the Sterling Ranch ZIP code: Householder ages 55-64 increase from 21.53% of the
population in 2015 to 24.17% in 2020. • Within the Sterling Ranch ZIP code: Householder ages 65 to 74 increase from 11.07%
in 2015 to 14.60% in 2020.
The median household income is increasing. On average between the three ZIP codes listed, the median household income will become $120,473, a 10.2% increase from 2015. • Within the Sterling Ranch ZIP code: The median household income increases from
$112,434 in 2015 to $124,955 in 2020. • Within the Sterling Ranch ZIP code: Household incomes between $200,000-$249,000
increase from 6.15% in 2015 to 8.74% in 2020.
*A householder is defined as the owner or primary occupant of a home, also known as “the head of a household.”
14 | Sterling Ranch | Market Perspective
P O P U LAT I O N M I G R AT I O N : 8 0 1 2 5 L I TTLETON, C O
Age 2010Projections 2015 2015 2015 2015
010
5%
2010 2010
1.45% 5.05% 0.32% 5.05% 0.32% 1.45%
5.05%
2015
1.45%
2.13%
0.32%
0.32%
8.82%
8.82%
9.26% 11.42%
8.82%
8.82%
9.26% 11.42%
11.42% 7.73%
9.26% 13.56%
16.68% 4.03%
7.73%
2.06% 4.03% 2.15% 12.24%
12.24% 18.79%
12.24%
18.79%
3.51% 3.61% 8.87%
8.87%
18.79%
8.79%
17.09%
15.20%
5.38% 15.62% 7.04%
17.09%
Total Pop: 12,758 HH
0 - 4 yrs
15 - 170yrs - 4 yrs
15 - 17 0- -17 4 yrs 55 - 6425 - 34 yrsyrs 5525 - 64 - 34 yrsyrs 25 - 3415 yrs yrs 85 yrs +
5 - 9 yrs
- 9 yrs 18 - 205yrs
- 44 yrsyrs 35 - 4418 yrs yrs 5- -20 9 yrs 65 - 7435 18 - 20
6535 - 74 - 44 yrsyrs
65 - 74 yrs
10 - 14 yrs
- 54 yrsyrs yrs 75 - 8445 yrs 10 - 24 - 14 yrsyrs 21 - 24 21 - 2410 yrs- 14 yrs45 - 5421
7545 - 84 - 54 yrsyrs
75 - 84 yrs
15 - 17 yrs
25 - 34 yrs
5 - 9 yrs
18 - 20 yrs
35 - 44 yrs
10 - 14 yrs
21 - 24 yrs
45 - 54 yrs
0 - 4 yrs
15.62%
8555 yrs- 64 + yrs
55 - 64 yrs 65 - 74 yrs
5.38% 4 15.62% 7.04% 5.3 14.03%
14.03%
85 yrs +
85 yrs +
75 - 84 yrs
41.0 40.0 39.0 38.0 37.0 36.0 35.0
37
38.7
40.3
Median Age
2000* / 2010**
2015
2020
HOUSEHOLDER AGE 30.00% 25.00% 20.00% 15.00% 10.00% 5.00% 0.00%
Householder Householder Householder Householder Householder Householder Householder Householder Under 25 25 to 34 35 to 44 45 to 54 55 to 64 65 to 74 75 to 84 85 Years and Years Years Years Years Years Years Years over
2000* / 2010**
2015
8.1
4.91%
4.29%4
4.29%
14.03%
Total Pop: 11,674 HH
8.12% 15.20%
15.20%
3.51% 3.61% 15.62% 8.87%
17.09% 8.87%
4.91%
6
6.30% 8.79% 6.42% 6.30%
8.12%
4.37%
3.51% 4.37% 3.61%
16.47%
6.42%
6.30% 8.79%
8.36% 15.20%
4.37%
3.01%
0.63% 3.01% 0.63%
6.42% 8.79%
8.07%
8.36%
3.01%
0.63%
8.07%
16.47%
17.09%
3.01%
0.49%
8.36%
2020 2020 202
2020
6.80%
6.67%
13.56%
3.51% 16.47%3.61%
16.47% 2.06% 2.15%
2.13%
6.80%8.07%
4.37%
2.15%
Total Pop: 10,519 HH
6.80%
6.67% 8.07%6.67%
13.56%
4.03% 2.06% 2.15% 2.06% 12.24%
2.13% 0.49% 0.49%
13.56% 8.36%
7.73%
16.68% 7.73% 4.03%
2.13%
0.49%
6.80%
6.67%
9.26%
16.68%
%
2000/2010
2020
2020 Sterling Ranch | Market Perspective | 15
14.0 7.04%
P O P U LAT I O N M I G R AT I O N : 8 0 1 2 5 L I TTLETON, C O
Ethnicity Projections 2010
2010
$74,932
$76,079
$76,079
81,597 ,500
8%
2015
$62,500 $62,500 $75,000
$62,500 $112,500
$112,955
$113,412
$113,412
202
2020
$112,955
$112,955 $113,412
$112,955
$126,203
$126,031 $126,203 $126,031
$126,031
$126,203
$90,051 $90,051 $105,357
$90,051 $105,357 $105,357
$102,232 $105,357
$102,232 $102,232 $107,813
$83,654 $62,500 $83,654
$83,654 $62,500 $62,500
$89,063 $62,500
$62,500 $89,063 $89,063
$123,438 $112,500 $123,438
$123,438$117,500
2015 $123,438
$69,318
1.82% $30,000 0.06% 0.18% 0.63% 2.07% Asian White Alone Alone White Alone
$112,500 $112,500
White Alone Black or African American Alone
$30,000
White Asian Two Alone Alone or More Races
$134,375
Asian Alone
0.23%
Native BlackHawaiian or African & Other Black orIslander African Pacific American Alone Alone
BlackNative or African Hawaiian & OtherNative Hawaiian & Other Hispanic or Latino Hispanic or Latino Native Hawaiian & OtherPacific Islander American PacificAlone Islander Alone Alone Hispanic or Latino
Hispanic or Latino
Some Other Indian and American
Some Other and American Not Indian Hispanic Race Alone Alaska Alone Some Other orNative Latino
Not Hispanic or Latino
American Alone
American Indian and Alaska Native Alone
2020
1.83% $35,000 0.08% 0.20% 0.69% Asian Alone Two or More Races Two2.21% or More Races Two or More Races
$30,000
$30,000
0.30%
2010
2020
$12
$102,232 $ $107,81
$46,500 $83,654
$69,318 $69,318
2020
2015 2020
2015
$32,500
$90,051
$81,597 $46,500 $46,500
$75,000 000
% 95%
$76,079 $113,412
$74,932
$32,500 $32,500
500
10
2015
2000/2010
74,932
0
2015
MEDIAN HOUSEHOLD INCOME BY RACE
2010
Race Alone Alaska Native American IndianAlone and Alaska Native Alone
2010
Pacific Islander Alone Race Alone
2015
Some Other Not Hispanic Race Alone orNot Latino Hispanic
$62,5 $89,063
$134,375 $117,500 $117 $134,3 $117,500
$35,000
$35,000
or Latino
2015
2015
2020
2020
20
RACE 1.79% 1.79% 0.05% 0.05% 0.36% 0.36% 0.20% 0.20% 0.57% 0.57% 1.95% 1.95%
1.82% 0.06% 0.30% 0.18% 94.94% 0.63% 2.07%
1.82% 1.82% 0.06% 0.06% 0.30% 0.30% 0.18% 0.18% 0.63% 0.63% 2.07% 2.07%
White Alone
Native Hawaiian & Other Pacific Islander Alone
Black or African American Alone
Other Race
American Indian and Alaska Native Alone
Two or More Races
1.83% 0.08% 0.23% 0.20% 94.77% 0.69% 2.21%
1.83% 1.83% 0.08% 0.08% 0.23% 0.23% 0.20% 0.20 0.69% 0.69% 2.21%
Asian Alone 95.08%
95.08%
Total Pop: 9,694 HH
94.94%
94.94%
94.94%
Total Pop: 10,635 HH
94.77%
Total Pop: 11,488 HH
White Alone
Native Hawaiian & Other Native Hawaiian & Other Native Hawaiian & Other White Alone White Alone PacificNative Islander AlonePacific Islander Alone Pacific Islander Alone Hawaiian & Other American Indian and Two or More Races
Black or African American Black or African Alone
Pacific Islander Alone Alaska Native Alone Black or African Black or African Race Other Race Other Alone Race American AmericanOther Alone
White Alone
American AloneIndian and American Alaska Native Alone
Other Race
Asian Alone
American Indian andAmerican Indian and Two or More Races Two or More Races Two or More Races Alaska Native Alone Alaska Native Alone
16 | Sterling Ranch | Market Perspective
Asian Alone
Asian Alone
Asian Alone
94.77%
9
P O P U LAT I O N M I G R AT I O N : 8 0 1 2 5 L I TTLETON, C O
Income Projections HOUSEHOLD INCOME
2010
0
2010
2010
2015
2000/2010
0.94% 2.63% 5.01% % 0.94% 0.94% 2.38% 2.58% 5.01% 2.63% 5.01% 2.63% 5.01% 3.22% 2.38% 2.38% 2.38% 2.58% 2.58% 7.59%
3.22%
3.22%
7.59%
.27%
4.27%
0%
7.59%
1.29%
4.79%
7.51%
6.15%
9.42%
11.10%
14.19%11.10%
28.08%
20.49% 20.49%
28.08% 12.06%
Less than $15,000
12.06%
32%
5%
5.05% 1.45%
1.45%
0.32% 5.05%
8.82% 9.26% 11.42%
2%
8.82% 9.26% 11.42%
$200,000 9.26%
7.73%
16.68% 4.03%
12.24%
18.79%
$500,000 + $150,000 - 199,999
$500,000 +
8.07%
6.67%
13.56%
5
9 ,25
$9
2.06% 2.15%
36
$1
$500,000 +
3.01%
0.49%
8.36% 4.37%
4.37%
3.51% 16.47% 3.61%
3.51% 4.37% 16.47% 3.61%
3.51% 3.61% 15.62% 8.87%
3.51% 3.61%
4
4 2,9
5
$1
Average Household Income
17.09%
8.87% 17.09%
2000* / 2010**
17.09% 84
5,4
$7
4
$1
1
3 2,4
8.79%
8.12%
15.20%
15.20% 4.29%
14.03%,955
8.12% 4.91% 4.29%
5.38% 15.62% 7.04%
5.38% 15.62% 7.04%
15.62% 14.03%
4.9
4.2
5.38%
14
7.04%
$1
Median Household Income
2015
6.30% 8.79% 6.42% 6.30%
15.20% 4.91%
24
3.01%
6.42%
8.12%
8.36%
4.37%
8.87%
0.63% 3.01% 0.63%
6.30% 8.79%
8.79% 8.07%
15.20%
3.01%
0.63%
6.42%
6.80%
8.07% 13.56% 8.36%
8.87% 16.47%
4 17.09% ,16
$250,000 - 499,999
INCOME
6.67% 6.80% 8.07%
13.56%
4.03%
2.06% 2.06% 16.47% $100,000 2.15% 4.03% 2.15% 12.24% 12.24% 2.06% $50,000 18.79% 18.79% 2.15%
6.80%
13.56% 8.36%
7.73%
16.68%4.03% 7.73%
6.67%
$200,000 - 249,999
2.13%
2.13% 0.49% AVERAGE HOUSEHOLD 0.49%
9.26%
7.73%
$0
$150,000 $500,000- -99,999 +199,999 $75,000
2.13%
0.49%
6.80%
6.67%
$150,000
12.24%
$250,000 - 499,999
$150,000 - 199,999
MEDIAN & 8.82%
$200,000 - 249,999
$75,000 - 99,999
2.13%
11.97% 12.61%12.61% 11.9 11.97%
$250,000 - 499,999 $125,000 - 149,999
$25,000 - 34,999
0.32%
12.61%
$100,000 $200,000 - 124,999 - 249,999
$125,000 - 149,999
1.45%
15.64% 11.88%
$125,000 $250,000- -74,999 -149,999 499,999 $50,000
$50,000 - 74,999
$150,000 $75,000 $25,000---199,999 99,999 34,999
15.64% 15.64% 11.88%
$35,000 $100,000 $200,000- -49,999 -124,999 249,999
$100,000 - 124,999
$125,000 $50,000 $15,000---149,999 74,999 24,999
11.97%
14.01%
$15,000 - 24,999
0.32%
2%
$35,000 - 49,999
$25,000 - 34,999 $75,000 - 99,999
$25,000 - 34,999
14.01% 14.01%
$35,000 49,999 Less than $15,000 $100,000 --124,999
$35,000 - 49,999 Less than $15,000
Less than $15,000
$15,000 - 24,999 $50,000 - 74,999
$15,000 - 24,999
8.74% 10.66%
13.47%
20.49% 14.01%
8.74% 10.66%
11.10%
13.47% 13.47%
13.47% 12.06% 12.06%
7.5
9.01% 7.58%
8.74%
15.64%
28.08%28.08%
4.62% 2.60%
4.62% 1.20% 2.60% 1.20% 3.49% 3.49%
9.01% 7.58%
8.74% 14.19%
20
9.01% 9.01%
6.15% 9.42%
14.19% 11.10%
2020
4.62% 2.60% 1.20%
4.79%
7.51%
9.42%
6.15% 9.42%
2020
2020 2020
8.04% 2.97% 4.79% 1.29% 4.79%
7.51%
14.19%
11.90%
2015
8.04% 2.97% 8.04% 1.29% 2.97%
8.04% 2.97% 1.29%
6.15% 10.91%
10.91%
11.90%
2015 2015
3.22% 7.51%
10.91%
10.91%
2015
14.03%
2020
Sterling Ranch | Market Perspective | 17
2010 3.27%
P O P U LAT I O N M I G R AT I O N : 8 0 1 2 5 L I TTLETON, C O
2015
Household Projections
1.21%
3.54%
1.31%
8.81%
2010
2010 2000/2010
9.45%
2015
2015 2015
2015
40.25%
%
2.47% 0.53%
0.53%
2.47% 0.53%
1.75% 0.80%
1.75% 0.80%
15.31%
22.35%
20.99%
75.84%
75.84%
1- Person
Person
2 - Person
3.27%
%
1- Person
2 - Person
2 - Person
3 - Person
3 -Person Person 1-
4 - Person
4 - Person
2010
2015
22.09%
83.60% 82.14%
1- Person
83.60% 82.14%
1- Person Total Pop: 683 HH
3.27%
1.21%
3.54%
1.31%
2-P
2 - Person
2 - Person
2015 4 - Person
35--Person Person
3 - Person
3 - Person
3-P
4 - Person
4 - Person
4 - Person
4 - Person
4-P
2015
2015
3.54%
9.45%
8.81%
2020
2020
2020
6 - Person
202
6 - Person
1.31%
6-P
3.69%
1.31%
3.54%
1.31%
3.69%
1.45%
3.69%
1.45%
3.69%
1.4
9.45%
9.64%
9.45%
9.64%
9.64%
39.92%
40.25%
40.25% 23.43%
24.72%
21.74%
1.45%
9.64%
40.25% 40.25%
21.74%
1- P
2 - Person
9.45%
24.72%
1- Person
33 --Person Person
3.54%
8.81%
%
13.91% 15.31%
FAMILY HOUSEHOLDS
1.21%
1.76% 0.5
1.76% 0.59% 0.15%
2 - Person
4 - Person
2010
22.84%
13.91% 15.31%
82.14% 7 - Person +
1- Person Total Pop: 627 HH
8.81%
%
202
6 - Person
5 - Person
2 - Person
1.21%
3.27%
2020
1.76% 0.59% 0.15%
13.91% 15.31%
15.31%
82.14%
3 - Person
3 - Person
2010
10
82.14%
1- Person Total Pop: 567 HH
Person
9.64%
2020 2020
1.75% 0.80%
4 - Person
2- Person 75.84%
1.45%
39.92% 23.43%
15.31%
21.74% 20.99%
Person
3.69%
NON-FAMILY HOUSEHOLDS
10
Person
2020
23.43%39.92% 23.43%
22.35%
21.74%
Total Pop: 3,086 HH
39.92% 23.43%
22.35%
22.35%
39.92% 22.84%
22.09%
22.35%
Total Pop: 3,419 HH
Total Pop: 3,735 HH
2- Person
4 -2Person Person 2Person
6 -4Person -24Person -Person Person
- 6Person 6 -4Person - Person
6 - Person
3 - Person
5 -3Person - Person
7 -5Person + -3Person - Person
7 -5Person + - 7Person - Person +
7 - Person +
18 | Sterling Ranch | Market Perspective
3 - Person
5 - Person
40.29% 22.84% 22.84%
40.29% 22.84%
22.09%
22.09%
22.0
Psychographic Profiles
Sterling Ranch | Market Perspective | 19
P S YC H O G R A P H I C P R O F I L E S :
Psychographic Overview and Profiles Projected residents in the Douglas County market area consist of affluent, active families both with and without kids. This includes upscale families with dual incomes seeking the latest in technology, varied home opportunities and easy access to activities and recreation. The following pages present the top 10 PRIZM segments* that are projected to become prospective residents of Sterling Ranch.
1. UPWARD BOUND
5. COUNTRY SQUIRES
9. HOME SWEET HOME
Median HHI: $88,455
Median HHI: $108,750
Median HHI: $70,940
Age Ranges: 35-54
Age Ranges: 35-54
Age Ranges: <55
2. BRITE LITES, LI’L CITY
6. UP AND COMERS
10. YOUNG INFLUENTIALS
Median HHI: $77,320
Median HHI: $53,521
Median HHI: $52,931
Age Ranges: <55
Age Ranges: 25-44
Age Ranges: <55
3. SECOND CITY ELITE
7. MOVERS AND SHAKERS
Median HHI: $79,563
Median HHI: $70,940
Age Ranges: >55
Age Ranges: 45-64
4. MIDDLEBURG MANAGERS
8. WINNER’S CIRCLE
Median HHI: $59,981
Median HHI: $112,580
Age Ranges: 55+
Age Ranges: 35-54
*PRIZM segments are based on national averages; the median household income does not directly correlate to household incomes in Colorado.
20 | Sterling Ranch | Market Perspective
P S YC H O G R A P H I C P R O F I L E S :
1 – Upward Bound ESTIMATED CURRENT HOUSEHOLDS 20.78%; PROJECTED 2019 HOUSEHOLDS 20.44% Upscale Middle Age With Kids More than any other segment, Upward Bound appears to be the home of those legendary Soccer Moms and Dads. In these small satellite cities, these ethnically diverse, upscale families boast dual incomes, college degrees, and new homes. Residents of Upward Bound tend to be kidobsessed, with heavy purchases of computers, action figures, dolls, board games, bicycles, and camping equipment. They spend big on digital and wireless technology, business and cultural media, casual dining restaurants, upscale retailers, foreign travel and luxury cars.
Age Ranges: 35-54 Median HHI: $88,455 Income Producing Assets: High Employment: Management Education: Graduate Plus Ethnic Diversity: White, Asian, Hispanic, Mix
LIFESTYLE & MEDIA TRAITS • Order from zappos.com • Vacation at National Parks • Read Outside • Watch America’s Funniest Home Videos • Drive Mazda SUV
PRODUCT AMENITY CUES • Home is a long-term investment • High-quality and good value are key • Lifestyle focus with kids is central
Sterling Ranch | Market Perspective | 21
P S YC H O G R A P H I C P R O F I L E S :
2 – Brite Lites, L’il City ESTIMATED CURRENT HOUSEHOLDS 12.14%; PROJECTED 2019 HOUSEHOLDS 12.07% Upscale Middle Age Without Kids Not all of America’s chic sophisticates live in major metros. Brite Lites, Li’l City is a group of well-off, middle-aged couples settled in the nation’s satellite cities. Residents of these typical DINK (double income, no kids) households have college educations, well-paying business and professional careers, and swank homes filled with the latest technology. This group is home to many white, college-educated residents who make six-figure incomes at executive and professional jobs but also extends to more middle class segments. This segment is found in suburban and exurban communities, and consumers here are big fans of the latest technology, financial products, aerobic exercise, and travel.
Age Ranges: <55 Median HHI: $77,320 Income Producing Assets: High Employment: Management Education: Graduate Plus Ethnic Diversity: White, Asian, Mix
LIFESTYLE & MEDIA TRAITS •
Shop at Costco
•
Gamble in Las Vegas
•
Read Runner’s World
•
Watch The Simpsons
•
Drive BMW M1
PRODUCT AMENITY CUES
22 | Sterling Ranch | Market Perspective
•
Quality and good value are key
•
Spend a lot of time entertaining at home
•
Interested in home technology to make life easier
P S YC H O G R A P H I C P R O F I L E S :
3 – Second City Elite ESTIMATED CURRENT HOUSEHOLDS 9.81%; PROJECTED 2019 HOUSEHOLDS 9.72% Upscale Middle Age Without Kids There’s money to be found in the nation’s smaller cities, and you’re most likely to find it in Second City Elite. The residents of these satellite cities tend to be prosperous professionals who decorate their homes with multiple computers, large-screen TV sets, and an impressive collection of wines. With more than half holding college degrees, Second City Elite residents enjoy cultural activities-from reading books to attending theater and dance productions. This segment features upscale couples who are college educated, hold executive and professional positions and are over 45. While their neighborhoods are found across a variety of landscapes--from urban to small-town areas--they all share a propensity for living in large, older homes. With their children out of the house, these consumers have plenty of disposable cash to finance active lifestyles rich in travel, cultural events, exercise equipment, and business media. These folks are also community activists who write politicians, volunteer for environmental groups, and vote regularly in elections.
Age Ranges: 45+ Median HHI: $88,946 Income Producing Assets: Elite Employment: White Collar, Mix Education: Graduate Plus Ethnic Diversity: White, Asian, Mix LIFESTYLE & MEDIA TRAITS • • • • •
Shop at Neiman Marcus Collect art Read Smart Money Watch Live from Lincoln Center Drive Lexus ES
PRODUCT AMENITY CUES • • •
Want a home for entertaining friends Quality and performance are important attributes Willing to spend on expenditures that enhance lifestyle
Sterling Ranch | Market Perspective | 23
P S YC H O G R A P H I C P R O F I L E S :
4 – Middleburg Managers ESTIMATED CURRENT HOUSEHOLDS 4.71%; PROJECTED 2019 HOUSEHOLDS 4.70% Upper Mid Older Without Kids Middleburg Managers arose when empty nesters settled in satellite communities, which offered a lower cost of living and more relaxed pace. Today, segment residents tend to be middle class with solid white-collar jobs or comfortable retirements. In their older homes, they enjoy reading, playing musical instruments, indoor gardening, and refinishing furniture. This segment offers a portrait of quiet comfort. These childless singles and couples live in older suburban homes with two cars in the driveway and a wooden deck out back. For leisure at home, they enjoy gardening, reading books, watching public television, and entertaining neighbors over barbecues. When they go out, it’s often to a local museum, the theater, or a casual-dining restaurant like the Olive Garden or Lone Star Steakhouse.
Age Ranges: 55+ Median HHI: $59,981 Income Producing Assets: Above Average Employment: White Collar, Mix Education: College Graduate Ethnic Diversity: White, Black, Mix LIFESTYLE & MEDIA TRAITS •
Shop at Pottery Barn
•
Vacation on cruise
•
Read Travel + Leisure
•
Watch Washington Week
•
Drive Hyundai Elantra Touring
PRODUCT AMENITY CUES
24 | Sterling Ranch | Market Perspective
•
Wants backyard with a lot of space
•
Views home purchase as a long-term investment
•
H ealth conscious
P S YC H O G R A P H I C P R O F I L E S :
5 - Country Squires ESTIMATED CURRENT HOUSEHOLDS 4.28%; PROJECTED 2019 HOUSEHOLDS 4.37% Upscale Middle Age With Kids The wealthiest residents in exurban America live in Country Squires, an oasis for affluent Baby Boomers who’ve fled the city for the charms of small-town living. In their bucolic communities noted for their recently built homes on sprawling properties, the families of executives live in sixfigure comfort. Country Squires enjoy country club sports like golf, tennis, and swimming, as well as skiing, boating, and biking. These large family segments are filled with upscale professionals-the group’s median income is nearly six figures--who have the disposable cash and sophisticated tastes to indulge their children with electronic toys, computer games, and top-of-the-line sporting equipment. The adults in these households are also a prime audience for print media, expensive cars and frequent vacations--often to theme parks as well as European destinations.
Age Ranges: 35-54 Median HHI: $108,749 Income Producing Assets: High Employment: White Collar, Mix Education: Graduate Plus Ethnic Diversity: White, Asian, Mix LIFESTYLE & MEDIA TRAITS •
Order from amazon.com
•
Vacation at ski resorts
•
Read Shape
•
Watch The Biggest Loser
•
Drive Chevy Suburban Flex Fuel
PRODUCT AMENITY CUES •
Leisure time is key
•
Cherish the tradition of a simpler life
•
Country living with city conveniences
Sterling Ranch | Market Perspective | 25
P S YC H O G R A P H I C P R O F I L E S :
6 – Up and Comers ESTIMATED CURRENT HOUSEHOLDS 4.19%; PROJECTED 2019 HOUSEHOLDS 4.26% Upper Mid Younger Without Kids Up-and-Comers is a stopover for younger, upper-midscale singles before they marry, have families, and establish more deskbound lifestyles. Found in second-tier cities, these mobile adults, mostly age 25 to 44, include a disproportionate number of recent college graduates who are into athletic activities, the latest technology, and nightlife entertainment. Their incomes range from working-class to well-to-do, but most residents are still renting apartments in cities or close-in suburbs. This segment contains a high percentage of Asian singles, and there’s a decidedly progressive sensibility in their tastes as reflected in the group’s liberal politics, alternative music, and lively nightlife.
Age Ranges: 25-44 Median HHI: $52,931 Income Producing Assets: Moderate Employment: Professional Education: College Graduate Ethnic Diversity: White, Asian, Mix LIFESTYLE & MEDIA TRAITS •
Order from priceline.com
•
Travel to South America
•
Read Cigar Aficionado
•
Watch South Park
•
Drive Nissan Altima Hybrid
PRODUCT AMENITY CUES •
View home purchase as a Return on Investment
•
Highly active and interested in amenity-rich community
26 | Sterling Ranch | Market Perspective
P S YC H O G R A P H I C P R O F I L E S :
7 - Movers and Shakers ESTIMATED CURRENT HOUSEHOLDS 3.62%; PROJECTED 2019 HOUSEHOLDS 3.68%
Wealthy Older Without Kids Movers & Shakers is home to America’s up-and-coming business class: an affluent suburban world of dual-income couples who are highly educated, typically between the ages of 45 and 64, and without children. Given its high percentage of executives and white-collar professionals, there’s a decided business bent to this segment: members of Movers & Shakers rank near the top for owning a small business and having a home office. This group is home to many white, college-educated residents who make six-figure incomes at executive and professional jobs but also extends to more middle class segments. These segments are found in suburban and exurban communities, and consumers here are big fans of the latest technology, financial products, aerobic exercise, and travel.
Age Ranges: 45-64 Median HHI: $70,940 Income Producing Assets: Elite Employment: Management Education: Graduate Plus Ethnic Diversity: White, Asian, Mix LIFESTYLE & MEDIA TRAITS •
Shop at Nordstrom
•
Play tennis
•
Read Yoga Journal
•
Watch NHL games
•
Drive Land Rover
PRODUCT AMENITY CUES •
Home is a symbol of their life achievements
•
Low-maintenance lifestyle is very appealing
•
Desire latest and greatest technology
Sterling Ranch | Market Perspective | 27
P S YC H O G R A P H I C P R O F I L E S :
8 – Winner’s Circle ESTIMATED CURRENT HOUSEHOLDS 3.24%; PROJECTED 2019 HOUSEHOLDS 3.33% Wealthy Middle Age With Kids Among the wealthy suburban lifestyles, Winner’s Circle is the youngest, a collection of mostly 35to 54-year-old couples with large families in new-money subdivisions. Surrounding their homes are the signs of upscale living: recreational parks, golf courses, and upscale malls. With a median income over $100,000, Winner’s Circle residents are big spenders who like to travel, ski, go out to eat, shop at clothing boutiques, and take in a show. The segments here are predominantly white with significant concentrations of well-off Asian-Americans. Befitting their lofty salaries, they are big consumers of large homes, expensive clothes, luxury cars, and foreign travel. Despite representing a small portion of the U.S. population, they hold a large share of the nation’s personal net worth.
Age Ranges: 35-54 Median HHI: $112,580 Income Producing Assets: Elite Employment: Management Education: Graduate Plus Ethnic Diversity: White, Asian, Mix LIFESTYLE & MEDIA TRAITS •
Shop at Ann Taylor
•
Visit theme parks
•
Read Inc.
•
Watch American Idol
•
Drive Mercedes-Benz SUV
PRODUCT AMENITY CUES
28 | Sterling Ranch | Market Perspective
•
Appreciate convenience
•
Expect “red carpet” customer service
•
A need to “keep up with the Joneses”
P S YC H O G R A P H I C P R O F I L E S :
9 – Home Sweet Home ESTIMATED CURRENT HOUSEHOLDS 2.95%; PROJECTED 2019 HOUSEHOLDS 2.96% Upper Mid Middle Age Without Kids Widely scattered across the nation’s suburbs, the residents of Home Sweet Home tend to be upper-middle-class married couples living in mid-sized homes without children. The adults in the segment, mostly under 55, have gone to college and hold professional and white-collar jobs. With their upper-middle-class incomes and small families, these folks have fashioned comfortable lifestyles, filling their homes with exercise equipment, TV sets, and pets. This group is home to many white, college-educated residents who make six-figure incomes at executive and professional jobs but also extends to more middle class segments. Most of these segments are found in suburban and exurban communities, and consumers here are big fans of the latest technology, financial products, aerobic exercise, and travel.
Age Ranges: <55 Median HHI: $70,940 Income Producing Assets: Above Average Employment: Professional Education: College Graduate Ethnic Diversity: White, Black, Asian, Mix LIFESTYLE & MEDIA TRAITS •
Order from buy.com
•
Download music
•
Read Wired
•
Watch The Amazing Race
•
Drive Mazda CX-7
PRODUCT AMENITY CUES •
Look at home purchase as investment opportunity
•
Desire the latest and greatest technology
Sterling Ranch | Market Perspective | 29
P S YC H O G R A P H I C P R O F I L E S :
10 – Young Influentials ESTIMATED CURRENT HOUSEHOLDS 2.65%; PROJECTED 2019 HOUSEHOLDS 2.68% Midscale Middle Age Without Kids Once known as the home of the nation’s yuppies, Young Influentials reflects the fading glow of acquisitive yuppiedom. Today, the segment is a common address for middle-class singles and couples who are more preoccupied with balancing work and leisure pursuits and who live in apartment complexes surrounded by ball fields, health clubs, and casual-dining restaurants. Their incomes range from working-class to well-to-do, but most residents are still renting apartments in cities or close-in suburbs. This segment contains a high percentage of Asian singles, and there’s a decidedly progressive sensibility in their tastes as reflected in the group’s liberal politics, alternative music, and lively nightlife.
Age Ranges: <55 Median HHI: $52,931 Income Producing Assets: Above Average Employment: White Collar, Service, Mix Education: College Graduate Ethnic Diversity: White, Black, Asian, Hispanic, Mix LIFESTYLE & MEDIA TRAITS •
Shop at Best Buy
•
Play racquetball
•
Read Details
•
Watch American Dad
•
Drive Mazda 3
PRODUCT AMENITY CUES •
30 | Sterling Ranch | Market Perspective
Have a focus on amenities and events of community
P S YC H O G R A P H I C P R O F I L E S :
Whoâ&#x20AC;&#x2122;s Headed Our Way 58% of the migration into Douglas County is from other counties in Colorado with Arapahoe, Denver and Jefferson being the top three. Relocation from other states continues to be an ongoing source of growth, with Californians and Texans being the top out-of-state migrators. The psychographic profiles of current residents in surrounding areas generally represent the future residents of Sterling Ranch. According to Nielsen and Claritas psychographic profile projections, the top three PRIZM Psychographic Profile segments will continue to be the dominant profiles in 2019.
The following projections are based upon the following ZIP codes: 80125*
80127
80129
80128
80126
80465
80124
80228
80130
80123
1. Profile: UPWARD BOUND In 2014, this segment makes up 20.78% of households. In 2019, this segment is projected to be 20.44% of households. 2. Profile: BRITE LITES, LIâ&#x20AC;&#x2122;L CITY In 2014, this segment makes up 12.14% of households. In 2019, this segment is projected to be 12.07% of households. 3. Profile: SECOND CITY ELITE In 2014, this segment makes up 9.81% of households. In 2019, this segment is projected to be 9.72% of households.
* 80125 is the primary ZIP code of Sterling Ranch.
Sterling Ranch | Market Perspective | 31
Providence Village Lot and Product Segmentation
32 | Sterling Ranch | Market Perspective
P R OV I D E N C E V I L L A G E L OT A N D P R ODUC T SEGM ENTATI ON :
Perspectives on Segmentation Combining the current and projected PRIZM segments with household incomes of potential residents, the Sterling Ranch lots have been segmented and are aptly named in accordance with the prospective residents who are most likely to purchase.
DEFINING THE LOT SEGMENTS
ATTACHED-TOWN CENTER/TRADITIONAL: Low-maintenance, attached living- primarily for first-time and second-time buyers.
TOWN CENTER/TRADITIONAL #1 ONWARD AND UPWARD: First-time and second-time buyers with or without children who have dynamic careers and upward mobility.
#2 ONWARD AND UPWARD: Primarily second-time buyers with or without children who have dynamic careers and upward mobility.
#3 ONWARD AND UPWARD: Move-up buyers with or without children who have dynamic careers and upward mobility.
#2 FORWARD FAMILIES: Active adult buyers and mature families with discretionary spending. #3 FORWARD FAMILIES: Active adult buyers and mature families with discretionary spending. #1 PARK LIVING: Primarily move-up buyers with children seeking convenient parks and open space.
#2 PARK LIVING: Move-up buyers with children seeking convenient parks and open space. #1 MODERN FAMILY/PARK LIVING: Move-up buyers with and without children who have an affinity to clean lines, contemporary design and modern living with convenient parks and open space.
#3 MODERN FAMILY: Second-time move-up buyers with and without children who have an affinity to clean lines, contemporary design and modern living.
#1 NEW MILLENIAL: Tech-savvy, second-time/move-up buyers born from 1980 onward.
Sterling Ranch | Market Perspective | 33
Median HHI: $59,981 Age Ranges: 55+ 2014 ESTD HH 4.71% 2019 PROJ HH 4.70%
Country Squires Median HHI: $108,750 Age Ranges: 35-54 2014 ESTD HH 4.28% 2019 PROJ HH 4.37%
Up and Comers
Median HHI: $70,940 Age Ranges: 45-64 2014 ESTD HH 3.62% 2019 PROJ HH 3.68%
TERTIARY
Median HHI: $53,521 Age Ranges: 25-44 2014 ESTD HH 4.19% 2019 PROJ HH 4.26%
ts ct
Se gm
tS eg m Pr os pe c
Middleburg Managers
Movers and Shakers
en
en
Median HHI: $79,563 Age Ranges: >55 2014 ESTD HH 9.81% 2019 PROJ HH 9.72%
Pr od u
Second City Elite
ts
Median HHI: $77,320 Age Ranges: <55 2014 ESTD HH 12.14% 2019 PROJ HH 12.07%
SECONDARY
Brite Lites, Li’l City
Perspectives on Segmentation
Lo tS iz e
Median HHI: $88,455 Age Ranges: 35-54 2014 ESTD HH 20.78% 2019 PROJ HH 20.44%
P R OV IDENC E V I LLA GE LOT A ND P RODUC T SEGM ENTATION : PRIMARY
Upward Bound
Attached
Town Center Traditional
50’x110’
#1 Onward & Upward Town Center Traditional
50’x110’
#2 Onward & Upward Traditional Family
60’x110’
#3 Onward & Upward Traditional Family
60’x110’
#1 Forward Family
70’x110’
#2 Forward Family
80’x110’
#3 Forward Family
50’x110’
#1 Park Living
60’x110’
#2 Park Living
60’x90’
#1 Modern Family Park Living
55’x110’
#2 Modern Family
60’x110’
#3 Modern Family
60’x110’
#1 New Millenial
Various
Model Complex
Winner’s Circle Median HHI: $112,580 Age Ranges: 35-54 2014 ESTD HH 3.24% 2019 PROJ HH 3.33%
Home Sweet Home Median HHI: $70,940 Age Ranges: <55 2014 ESTD HH 2.95% 2019 PROJ HH 2.96%
Young Influentials Median HHI: $52,931 Age Ranges: <55 2014 ESTD HH 2.65% 2019 PROJ HH 2.68%
34 | Sterling Ranch | Market Perspective
The following chart describes the propensity of prospective residents to purchase home product
Co nt ra ct
ua re
It o LO
at ed Es tim
be ro um N
Av er ag e
Sq
fL ot
s
Pr ic e Sa le s
Pr ic e es Sa l se Ba
Fe et
based upon lot specification, potential product, age-based needs and income thresholds.
300,000
350,000
144
1,000 - 1,800
Cardel
375,000
425,000
50
1,500 - 2,500
Cardel
425,000
475,000
114
1,400 - 2,900
Meritage
525,000
600,000
110
2,200 - 3,500
Meritage
600,000
650,000
67
1,800 - 2,500
Ryland
650,000
650,000
67
1,800 - 2,500
Ryland
800,000
950,000
35
3,000 - 5,000
Ryland
450,000
500,000
29
1,800 - 2,800
TBD
650,000
800,000
10
2,500 - 3,800
Parkwood
650,000
800,000
16
2,800 - 3,800
Infinity
475,000
525,000
66
2,000 - 3,000
Century Homes
500,000
600,000
42
2,500 - 3,500
Wonderland Homes
500,000
600,000
28
2,500 - 3,500
TBD
35
Sterling Ranch | Market Perspective | 35
MEA S U R I N G, M O N I TO R I N G A N D R E FINING :
An Ongoing Process Sterling Ranch, Colorado, with its forward-focus and longevity of development, requires consistently updated market knowledge of future residentsâ&#x20AC;&#x2122; demographics and psychographics. The measuring and monitoring of actual prospect inquiries and data capture ensure real-time information to be measured. Through prospect data capture opportunities, necessary information will be stored to accurately refine the most likely prospects initially reported. Data that is necessary for refinement are full names and physical addresses (Street, City, State and ZIP). Initially, refinement to the psychographic and demographic data of prospective residents will be disseminated on an annual basis. Depending on the tempo of prospect sign-ups and the expeditiousness of developing new villages within Sterling Ranch, refinement updates may be disseminated more frequently. Please refer to Book 5: Builder Program for more information on how to receive psychographic and demographic updates, and to understand what is needed from each builder to assist in real-time reporting.
36 | Sterling Ranch | Market Perspective
Conclusion DATA IS NOTHING WITHOUT CONTEXT. Market knowledge is powerful, but not without purpose. The context of capturing data to continually and consistently update the market knowledge for Sterling Ranch is a powerful and necessary asset that can be utilized in a variety of ways. This book is for builders, developers, commercial representatives, and most importantly, for ensuring the prospective residents are marketed to appropriately and provided the type of community that is most compelling to them.
Sterling Ranch | Market Perspective | 37
303.2 02 .680 0 Š2015 Sterling Ranch Development Company All pricing, product specifications, amenities and landscaping is subject to change without prior notice.
38 | Sterling Ranch | Market Perspective