Growing a new business model
The popularity of outdoor spaces and landscaping isn't just changing what builders offer; it's changing how they work. "We hadn't brought the landscape designers in from the start before," says Costello, speaking of La Bellezza. "Generally, builders stay away from the landscape business, but the relationship is changing. It is a little bit of a challenge to treat the landscaping as part of the building process."
Keller Homes is now taking that same approach with other properties at lower price points. La Bellezza's integrated focus on landscaping taught them another lesson that can benefit sales. "When you design it collectively, it tends to add a more timely cohesiveness to the community," says Costello. "The vision starts to take place sooner than in a traditional community, where individual homeowners take care of the landscaping."
The greater focus on outdoor spaces results in more landscaping per home. And builders have to learn more about landscaping because it is now being warranted as part of their work.
Particularly in this tougher market, some builders are finding that it's more worthwhile to put money into landscaping than inside the house. "A budget of five to 10 percent into landscaping brings far more return than putting that 10 percent into interior finishes," says Seppala. "Honestly, for the general public, the landscaping rates right at the top."
Richard Wall is a freelance writer in St. Augustine, Fla.
