National builder
Don Wilford is the division president of ICI, a national home builder which has built in golf course communities for 20 years.
WHY BUILD IN GOLF COURSE COMMUNITIES?
“Particularly in our price point we have a product that appeals to the upper-end market. Consequently, a lot of our design themes throughout the year have been around how to take advantage of views out the exterior of the home. So, our designs warrant the views on a golf course. It’s a premium location when you are building in our price point. In the upper price point it is an extra added premium for the consumer to be on a golf course.”
WHY DO YOU THINK PEOPLE
SHOULD LIVE THERE?
“The No. 1 reason is the protection of their investment. There is a steady appreciation rate of their home and the home is isolated against deflation and things like that. Golf course communities usually have a lot of fine amenities that go with them including a gate on the community or the recreational facilities available to the residents.”
WHY BUILD IN A GOLF COURSE COMMUNITY RATHER THAN A
NON-GOLF COURSE COMMUNITY?
“You have certain people who seek out golf course communities because they are avid golfers. ICI is a location builder, so we tend to build on golf courses, oceanfront, river front, lakefront and conservation areas. We have designed the rear of our homes to really take advantage of expansive views.”
WILL GOLF COURSE COMMUNITIES ONE
DAY BE AVAILABLE TO EVERYONE?
“There are a lot of great golf courses and at some point and time, I think the more golf course communities that are open ultimately makes it more affordable for the consumer because there are more choices. You don’t have to have a lot of money to get on a golf course today; we have some homes where you can get in under $300,000 on a golf course. It’s a little more affordable to be on a golf course today than it used to be.”
WHAT DO YOU LIKE ABOUT BUILDING IN A
GOLF COURSE COMMUNITY?
“Basically, what we have to offer our customers in a package including the facilities, recreational center, swim club and clubhouse. Probably the best marketing tool is the clubhouse atmosphere and family atmosphere.”
WHAT DO YOU DISLIKE ABOUT BUILDING IN A GOLF COMMUNITY?
“In some cases, the high cost of land that is going up daily. It gets to a point where the numbers don’t make sense. The land is at such a high premium that it is frustrating to come up with a price that is affordable for your buyer. The prices in some of the golf course communities get so high that you still have a good product that appeals to the public, but you have less absorption and buyers.”
HOW DO YOU PITCH BUILDING IN A GOLF COURSE
COMMUNITY TO THE PUBLIC?
“The golf course community is the No. 1 drawing card. It’s a package and an environment. Not everyone who lives in a golf course community lives on the golf course. There’s probably an average of barely 50 percent of the homes on the golf course, the rest are away from it. Most people feel like they are part of the community even if they are not on top of the golf course. It’s important for them to have the family atmosphere and the amenities that go with it.”
WHEN PEOPLE DON’T WANT TO BUILD IN A GOLF COURSE
COMMUNITY, WHAT REASON DO THEY GIVE?
“If they don’t want to live in a golf course, they will pick one of our other communities. Everybody is different, not everyone golfs. I’d say 30-50 percent of the people who live in golf course communities do not golf, but they like the status of being in a country club atmosphere. Other people could care less. Plantation Oaks is a very high end Ponte Vedra project of ours and there is no golf course there. There are simple amenities, but it is a very nature-oriented community. People like that because it’s very estate-like.”
— by Michele Newbern Gillis