Page 2 - Serene Hills

BUYER PROFILE
TARGET AUDIENCES
Personas:
#1 - White Collar Parents - Experienced Homebuyers
Background: These families are headed by parents in their 40’s and 50’s. This is typically a move-up buyer looking for more space. They have steady jobs and income. They likely lead an active lifestyle and are busy with their kids, activities and friends. It’s important for them to stay within or enter the Lake Travis school district, as their kids are getting older, and they want them in good schools before going o to college. While green building may not be in top of mind, they will nd it a wonderful extra to have homes above and beyond basic green certi cation. These consumers are likely health-conscious and would enjoy the savings from a green home.
Demographic: White collar men and women, 38-55 with school aged children and lead busy, active lifestyles. #2 - Soon to be Empty Nesters
Background: As the baby boomer and older gen X population starts to age, they are aren’t slowing down. While this age group isn’t quite ready to retire, they are planning to live active and carefree lifestyles after their kids move away. If they are retired, they are de nitely not considering themselves old, so they want a lock and leave lifestyle that supports their ability to travel, be active and entertain. This group is older, empty nesters, and are looking for a smart place to live that is fun, enjoyable, and peaceful, yet accommodating and close to all the amenities they are used to. Since they do not have children living at home the large scale community amenities are not important to this buyer. They want a single level living space that has just enough space for family to visit that doesn’t compromise the quality and lifestyle of their previous larger family homes.
Demographic: This group is ages 50+ and is usually empty nesters with college or married children. The have a higher than average income (either they still work in some capacity or have robust retirement packages. They live in the Austin / Houston area and are looking to downsize their homes.
Primary Target Geographic Regions:
Houston:
Katy, Woodlands, Galleria, Memorial, River Oaks
Austin:
Lakeway, Westlake, Steiner Ranch, Bee Caves
LEGACY DCS 1