New homes are planned at the east side of Philips Highway between Racetrack Road and Florida 9B in Southern Duval County.
National homebuilder KB Home purchased 44 acres, where it plans to build 78 single-family homes, the company said.
The community will be called Williamstown. It will not have a central amenity.
Home sizes will be 1,494 to 3,052 square feet and prices will start in the mid-$250,000s.
According to the Duval County Clerk of Courts, KB paid $2.1 million for the property April 20. The seller was Williams Sweetwater Partners LLC.
In January, Mattamy Homes announced plans to build 514 single-family homes and 125 townhomes on 217 acres in Wells Creek, just south of the KB Home site.
Mattamy said prices in Wells Creek will start in the low $200,000s for single-family homes.
KB Home said it anticipates its community will open in spring 2019.
KB Home has 13 active communities in Jacksonville and a total of 21 in the region, according to its website.