Download - Book 2: Market Perspectives
MARKET INSIGHTS, SEGMENTATION AND MEASUREMENT
MARKETPERSPECTIVES
• STERLINGRANCH
2 | Sterling Ranch | Market Perspective
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.
Sterling Ranch | Market Perspective | 3
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
4 | Sterling Ranch | Market Perspective
MarketOverview
Sterling Ranch | Market Perspective | 5
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.
M A R K E T OV E R V I E W :
Perspectives on the Market
6 | Sterling Ranch | Market Perspective
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.
M A R K E T OV E R V I E W :
Perspectives on the Market
Sterling Ranch | Market Perspective | 7
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.
8 | Sterling Ranch | Market Perspective
THE HOME PRICES OF STERLING RANCH’S SURROUNDING AREAS ARECONSISTENTLY 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 ROCKThe 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.
M A R K E T OV E R V I E W :
Perspectives on Home Values for Surrounding Towns
M A R K E T OV E R V I E W :
Perspectives on Home Values for Surrounding Towns
Sterling Ranch | Market Perspective | 9
DemographicProfiles
10 | Sterling Ranch | Market Perspective
CORE DEMOGRAPHIC INFORMATIONThe 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 Male: 49.6% of population
Female: 50.4% of population
AGEDominant
25-34 years: 11.2%
35-44 years: 17.5%
45-54 years: 16.5%
62 years and over: 10.9%
65 years and over: 8%
Median Age
36.9 years
ETHNICITYOne Race: 97.4%
White: 90.2%
Black or African American: 1.2%
Asian: 3.8%
Hispanic or Latino (of any race): 7.5%
Not Hispanic or Latino: 92.5%
D E M O G R A P H I C P R O F I L E S : D O U G L A S C O U N T Y, C O
Perspectives onthe People
Sterling Ranch | Market Perspective | 11
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)
TOTAL POPULATION IN HOUSEHOLDS: 284,814
Homeowner: 35.7% of population
Spouse of Homeowner: 24% of population
Child: 34.2% of population
Child Under 18 Years: 29.3% of population
HOUSING OCCUPANCY
TOTAL HOUSING UNITS: 106,859
Occupied Housing Units: 95.5%
Vacant Housing Units: 4.5%
For Rent: 1%
Rented, not occupied: .1%
For sale: 1.5%
Sold, not occupied: .3%
Seasonal, recreational or occasional use: .8%
HOUSEHOLDS BY TYPE
TOTAL HOUSEHOLDS: 102,018
Family Households: 77.5% of population
Family Households with Children Under 18
Years: 43.1% of population
Husband-wife Family: 67.1% of population
Husband-wife with Children Under 18 Years:
36.1% of population
Male householder, no wife: 3.4% of population
Male householder with
Children Under 18 Years: 2.2% of population
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%
D E M O G R A P H I C P R O F I L E S : D O U G L A S C O U N T Y, C O
Perspectives onthe People
12 | Sterling Ranch | Market Perspective
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
POPULATION 16 YEARS AND OVER: 214,419
In labor force: 74.2% of population
Civilian labor force: 74%
Employed: 69.9%
Unemployed: 4.2%
Armed Forces (Non-civilian): .2%
OCCUPATION
CIVILIAN EMPLOYED POPULATION 16 YEARS AND OVER: 149,780
Management, business, science and arts:
54% of population
Service occupations: 10.9% of population
Sales and office: 26.2% of population
Natural resources, construction and
maintenance: 4.2% of population
Production, transportation and material
moving: 4.7% of population
INCOME
TOTAL HOUSEHOLDS: 103,780
$35,000-$49,999: 7.7% of population
$50,000-$74,999: 14.4% of population
$75,000-$99,999: 15.2% of population
$100,000-$149,999: 25% of population
$150,000-$199,999: 12.9% of population
$200,000 or more: 13.2% of population
Median HHI: $101,591
Mean HHI: $121,999
TOTAL FAMILIES: 81,035
Less than $34,999: 7.5% of population
$35,000-$49,999: 5.9% of population
$50,000-$74,999: 12.7% of population
$75,000-$99,999: 15.2% of population
$100,000-$149,999: 27.8% of population
$150,000-$199,999: 15.2% of population
$200,000 or more: 15.7% of population
Median Family Income: $112,930
Mean Family Income: $135,267
D E M O G R A P H I C P R O F I L E S : D O U G L A S C O U N T Y, C O
Perspectives onthe People
Sterling Ranch | Market Perspective | 13
PopulationMigration
14 | Sterling Ranch | Market Perspective
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.”
P O P U L AT I O N M I G R AT I O N : S E L E C T Z I P C O D E S
Future Projections of Demographic Data
Sterling Ranch | Market Perspective | 15
35.0
36.0
37.0
38.0
39.0
40.0
41.0
Median Age
2000* / 2010** 2015 2020
40.338.737
P O P U L AT I O N M I G R AT I O N : 8 0 1 2 5 L I T T L E TO N , C O
2010 2015 2020
8.82%
9.26%
7.73%
4.03%
2.06%2.15%
12.24%
18.79%
16.68%
11.42%
5.05%1.45%
0.32%
6.80% 6.42%
6.30%
8.12%
4.91%
4.29%
5.38%
7.04%
14.03%
15.62%
15.20%
8.79%8.07%
8.36%
4.37%
3.51%
3.61%
8.87%
17.09%
16.47%
13.56%
6.67%
2.13%0.49%
3.01%0.63%
0 - 4 yrs
5 - 9 yrs
15 - 17 yrs
18 - 20 yrs
10 - 14 yrs 21 - 24 yrs
25 - 34 yrs
35 - 44 yrs
45 - 54 yrs
55 - 64 yrs
65 - 74 yrs
85 yrs +
75 - 84 yrs
2010 2015 2020
8.82%
9.26%
7.73%
4.03%
2.06%2.15%
12.24%
18.79%
16.68%
11.42%
5.05%1.45%
0.32%
6.80% 6.42%
6.30%
8.12%
4.91%
4.29%
5.38%
7.04%
14.03%
15.62%
15.20%
8.79%8.07%
8.36%
4.37%
3.51%
3.61%
8.87%
17.09%
16.47%
13.56%
6.67%
2.13%0.49%
3.01%0.63%
0 - 4 yrs
5 - 9 yrs
15 - 17 yrs
18 - 20 yrs
10 - 14 yrs 21 - 24 yrs
25 - 34 yrs
35 - 44 yrs
45 - 54 yrs
55 - 64 yrs
65 - 74 yrs
85 yrs +
75 - 84 yrs
2010 2015 2020
8.82%
9.26%
7.73%
4.03%
2.06%2.15%
12.24%
18.79%
16.68%
11.42%
5.05%1.45%
0.32%
6.80% 6.42%
6.30%
8.12%
4.91%
4.29%
5.38%
7.04%
14.03%
15.62%
15.20%
8.79%8.07%
8.36%
4.37%
3.51%
3.61%
8.87%
17.09%
16.47%
13.56%
6.67%
2.13%0.49%
3.01%0.63%
0 - 4 yrs
5 - 9 yrs
15 - 17 yrs
18 - 20 yrs
10 - 14 yrs 21 - 24 yrs
25 - 34 yrs
35 - 44 yrs
45 - 54 yrs
55 - 64 yrs
65 - 74 yrs
85 yrs +
75 - 84 yrs
2010 2015 2020
8.82%
9.26%
7.73%
4.03%
2.06%2.15%
12.24%
18.79%
16.68%
11.42%
5.05%1.45%
0.32%
6.80% 6.42%
6.30%
8.12%
4.91%
4.29%
5.38%
7.04%
14.03%
15.62%
15.20%
8.79%8.07%
8.36%
4.37%
3.51%
3.61%
8.87%
17.09%
16.47%
13.56%
6.67%
2.13%0.49%
3.01%0.63%
0 - 4 yrs
5 - 9 yrs
15 - 17 yrs
18 - 20 yrs
10 - 14 yrs 21 - 24 yrs
25 - 34 yrs
35 - 44 yrs
45 - 54 yrs
55 - 64 yrs
65 - 74 yrs
85 yrs +
75 - 84 yrs
2000/2010 2015 2020
Age Projections
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
Householder Under 25
Years
Householder 25 to 34 Years
Householder 35 to 44 Years
Householder 45 to 54 Years
Householder 55 to 64 Years
Householder 65 to 74 Years
Householder 75 to 84 Years
Householder 85 Years and
over
2000* / 2010** 2015 2020
Total Pop: 11,674 HHTotal Pop: 10,519 HH Total Pop: 12,758 HH
HOUSEHOLDER AGE
16 | Sterling Ranch | Market Perspective
P O P U L AT I O N M I G R AT I O N : 8 0 1 2 5 L I T T L E TO N , C O
Ethnicity Projections
2010 2015 2020
0.57%
0.36%
1.79%0.05%
0.20%1.95% 0.63%
0.30%
1.82%0.06%
0.18%2.07% 0.69%
0.23%
1.83%0.08%
0.20%2.21%
95.08% 94.94% 94.77%
White Alone
Black or African American Alone
American Indian and Alaska Native Alone
Asian Alone
Native Hawaiian & Other Pacific Islander Alone
Other Race
Two or More Races
White Alone
Black or African American Alone
American Indian and Alaska Native Alone
Asian Alone
Native Hawaiian & Other Pacific Islander Alone
Other Race
Two or More Races
2010 2015 2020
0.57%
0.36%
1.79%0.05%
0.20%1.95% 0.63%
0.30%
1.82%0.06%
0.18%2.07% 0.69%
0.23%
1.83%0.08%
0.20%2.21%
95.08% 94.94% 94.77%
White Alone
Black or African American Alone
American Indian and Alaska Native Alone
Asian Alone
Native Hawaiian & Other Pacific Islander Alone
Other Race
Two or More Races
White Alone
Black or African American Alone
American Indian and Alaska Native Alone
Asian Alone
Native Hawaiian & Other Pacific Islander Alone
Other Race
Two or More Races
2010 2015 2020
0.57%
0.36%
1.79%0.05%
0.20%1.95% 0.63%
0.30%
1.82%0.06%
0.18%2.07% 0.69%
0.23%
1.83%0.08%
0.20%2.21%
95.08% 94.94% 94.77%
White Alone
Black or African American Alone
American Indian and Alaska Native Alone
Asian Alone
Native Hawaiian & Other Pacific Islander Alone
Other Race
Two or More Races
White Alone
Black or African American Alone
American Indian and Alaska Native Alone
Asian Alone
Native Hawaiian & Other Pacific Islander Alone
Other Race
Two or More Races
2010 2015 2020
0.57%
0.36%
1.79%0.05%
0.20%1.95% 0.63%
0.30%
1.82%0.06%
0.18%2.07% 0.69%
0.23%
1.83%0.08%
0.20%2.21%
95.08% 94.94% 94.77%
White Alone
Black or African American Alone
American Indian and Alaska Native Alone
Asian Alone
Native Hawaiian & Other Pacific Islander Alone
Other Race
Two or More Races
White Alone
Black or African American Alone
American Indian and Alaska Native Alone
Asian Alone
Native Hawaiian & Other Pacific Islander Alone
Other Race
Two or More Races
2000/2010 2015 2020
RACE
Total Pop: 10,635 HH Total Pop: 11,488 HHTotal Pop: 9,694 HH
2010 2015 2020
White Alone
Black or African American Alone
American Indian and Alaska Native Alone
Asian Alone
Native Hawaiian & Other Pacific Islander Alone
Some Other Race Alone
Two or More Races
Hispanic or Latino
Not Hispanic or Latino
$76,079 $112,955
$105,357
$62,500
$123,438
$30,000
$112,500
$83,654
$90,051
$113,412 $126,031
$107,813
$62,500
$134,375
$35,000
$117,500
$89,063
$102,232
$126,203
$32,500
$46,500
$62,500
$69,318
$75,000
$81,597
$74,932
2010 2015 2020
White Alone
Black or African American Alone
American Indian and Alaska Native Alone
Asian Alone
Native Hawaiian & Other Pacific Islander Alone
Some Other Race Alone
Two or More Races
Hispanic or Latino
Not Hispanic or Latino
$76,079 $112,955
$105,357
$62,500
$123,438
$30,000
$112,500
$83,654
$90,051
$113,412 $126,031
$107,813
$62,500
$134,375
$35,000
$117,500
$89,063
$102,232
$126,203
$32,500
$46,500
$62,500
$69,318
$75,000
$81,597
$74,932
2010 2015 2020
White Alone
Black or African American Alone
American Indian and Alaska Native Alone
Asian Alone
Native Hawaiian & Other Pacific Islander Alone
Some Other Race Alone
Two or More Races
Hispanic or Latino
Not Hispanic or Latino
$76,079 $112,955
$105,357
$62,500
$123,438
$30,000
$112,500
$83,654
$90,051
$113,412 $126,031
$107,813
$62,500
$134,375
$35,000
$117,500
$89,063
$102,232
$126,203
$32,500
$46,500
$62,500
$69,318
$75,000
$81,597
$74,932
2010 2015 2020
White Alone
Black or African American Alone
American Indian and Alaska Native Alone
Asian Alone
Native Hawaiian & Other Pacific Islander Alone
Some Other Race Alone
Two or More Races
Hispanic or Latino
Not Hispanic or Latino
$76,079 $112,955
$105,357
$62,500
$123,438
$30,000
$112,500
$83,654
$90,051
$113,412 $126,031
$107,813
$62,500
$134,375
$35,000
$117,500
$89,063
$102,232
$126,203
$32,500
$46,500
$62,500
$69,318
$75,000
$81,597
$74,932
MEDIAN HOUSEHOLD INCOME BY RACE
Sterling Ranch | Market Perspective | 17
P O P U L AT I O N M I G R AT I O N : 8 0 1 2 5 L I T T L E TO N , C O
2010 2015 2020
8.82%
5.01%2.38%
3.22%
9.26%
7.73%
4.03%
2.06%2.15%
12.24%
18.79%
16.68%
11.42%
5.05%1.45%
0.32%
6.80% 6.42%
6.30%
8.12%
4.91%
4.29%
5.38%
7.04%
14.03%
15.62%
15.20%
8.79%8.07%
8.36%
4.37%
3.51%
3.61%
8.87%
17.09%
16.47%
13.56%
6.67%
2.13%0.49%
3.01%0.63%
10.91%
28.08%
20.49%
11.90%
7.59%4.27%
2.58%2.63%
0.94% 2.97%1.29%
4.79%
8.04%
9.42%
11.10%
13.47%
14.01%
12.06%
14.19%
6.15%
7.51%
2.60%1.20%
3.49%
4.62%
7.58%
10.66%
11.88%
12.61%11.97%
15.64%
8.74%
9.01%
Less than $15,000
$15,000 - 24,999
$35,000 - 49,999
$50,000 - 74,999
$25,000 - 34,999 $75,000 - 99,999
$100,000 - 124,999
$125,000 - 149,999
$150,000 - 199,999
$200,000 - 249,999
$250,000 - 499,999
$500,000 +
2010 2015 2020
8.82%
5.01%2.38%
3.22%
9.26%
7.73%
4.03%
2.06%2.15%
12.24%
18.79%
16.68%
11.42%
5.05%1.45%
0.32%
6.80% 6.42%
6.30%
8.12%
4.91%
4.29%
5.38%
7.04%
14.03%
15.62%
15.20%
8.79%8.07%
8.36%
4.37%
3.51%
3.61%
8.87%
17.09%
16.47%
13.56%
6.67%
2.13%0.49%
3.01%0.63%
10.91%
28.08%
20.49%
11.90%
7.59%4.27%
2.58%2.63%
0.94% 2.97%1.29%
4.79%
8.04%
9.42%
11.10%
13.47%
14.01%
12.06%
14.19%
6.15%
7.51%
2.60%1.20%
3.49%
4.62%
7.58%
10.66%
11.88%
12.61%11.97%
15.64%
8.74%
9.01%
Less than $15,000
$15,000 - 24,999
$35,000 - 49,999
$50,000 - 74,999
$25,000 - 34,999 $75,000 - 99,999
$100,000 - 124,999
$125,000 - 149,999
$150,000 - 199,999
$200,000 - 249,999
$250,000 - 499,999
$500,000 +
2010 2015 2020
8.82%
5.01%2.38%
3.22%
9.26%
7.73%
4.03%
2.06%2.15%
12.24%
18.79%
16.68%
11.42%
5.05%1.45%
0.32%
6.80% 6.42%
6.30%
8.12%
4.91%
4.29%
5.38%
7.04%
14.03%
15.62%
15.20%
8.79%8.07%
8.36%
4.37%
3.51%
3.61%
8.87%
17.09%
16.47%
13.56%
6.67%
2.13%0.49%
3.01%0.63%
10.91%
28.08%
20.49%
11.90%
7.59%4.27%
2.58%2.63%
0.94% 2.97%1.29%
4.79%
8.04%
9.42%
11.10%
13.47%
14.01%
12.06%
14.19%
6.15%
7.51%
2.60%1.20%
3.49%
4.62%
7.58%
10.66%
11.88%
12.61%11.97%
15.64%
8.74%
9.01%
Less than $15,000
$15,000 - 24,999
$35,000 - 49,999
$50,000 - 74,999
$25,000 - 34,999 $75,000 - 99,999
$100,000 - 124,999
$125,000 - 149,999
$150,000 - 199,999
$200,000 - 249,999
$250,000 - 499,999
$500,000 +
2010 2015 2020
8.82%
5.01%2.38%
3.22%
9.26%
7.73%
4.03%
2.06%2.15%
12.24%
18.79%
16.68%
11.42%
5.05%1.45%
0.32%
6.80% 6.42%
6.30%
8.12%
4.91%
4.29%
5.38%
7.04%
14.03%
15.62%
15.20%
8.79%8.07%
8.36%
4.37%
3.51%
3.61%
8.87%
17.09%
16.47%
13.56%
6.67%
2.13%0.49%
3.01%0.63%
10.91%
28.08%
20.49%
11.90%
7.59%4.27%
2.58%2.63%
0.94% 2.97%1.29%
4.79%
8.04%
9.42%
11.10%
13.47%
14.01%
12.06%
14.19%
6.15%
7.51%
2.60%1.20%
3.49%
4.62%
7.58%
10.66%
11.88%
12.61%11.97%
15.64%
8.74%
9.01%
Less than $15,000
$15,000 - 24,999
$35,000 - 49,999
$50,000 - 74,999
$25,000 - 34,999 $75,000 - 99,999
$100,000 - 124,999
$125,000 - 149,999
$150,000 - 199,999
$200,000 - 249,999
$250,000 - 499,999
$500,000 +
2000/2010 2015 2020
Income ProjectionsHOUSEHOLD INCOME
MEDIAN & AVERAGE HOUSEHOLD INCOME
$0
$50,000
$100,000
$150,000
$200,000
Average Household Income Median Household Income
2000* / 2010** 2015 2020
$95,259
$75,484
$136,164
$112,434
$152,944
$124,955
18 | Sterling Ranch | Market Perspective
2010 2015 2020
2- Person
3 - Person
4 - Person
5 - Person
6 - Person
7 - Person +
1- Person
2 - Person
3 - Person
4 - Person
5 - Person
40.25%
21.74%
24.72%
8.81%
3.27%1.21%
39.92%
22.35%
23.43%
9.45%
3.54%1.31%
40.29%
22.09%
22.84%
9.64%
3.69%1.45%
P O P U L AT I O N M I G R AT I O N : 8 0 1 2 5 L I T T L E TO N , C O
Household Projections
2000/2010
2010 2015 2020
2- Person
3 - Person
4 - Person
5 - Person
6 - Person
7 - Person +
1- Person
2 - Person
3 - Person
4 - Person
5 - Person
40.25%
21.74%
24.72%
8.81%
3.27%1.21%
39.92%
22.35%
23.43%
9.45%
3.54%1.31%
40.29%
22.09%
22.84%
9.64%
3.69%1.45%
Total Pop: 567 HH
Total Pop: 3,086 HH Total Pop: 3,419 HH Total Pop: 3,735 HH
Total Pop: 627 HH Total Pop: 683 HH
2015
NON-FAMILY HOUSEHOLDS
FAMILY HOUSEHOLDS
20202010 2015 2020
2.47%0.53%
75.84%
1- Person
2 - Person
3 - Person
4 - Person
20.99%
1.75%0.80%
82.14%
15.31%
1.76%0.59%
0.15%
82.14%
15.31%
1- Person
2 - Person
3 - Person
4 - Person
1- Person
2 - Person
3 - Person
4 - Person
6 - Person
83.60%
13.91%
2010 2015 2020
2.47%0.53%
75.84%
1- Person
2 - Person
3 - Person
4 - Person
20.99%
1.75%0.80%
82.14%
15.31%
1.76%0.59%
0.15%
82.14%
15.31%
1- Person
2 - Person
3 - Person
4 - Person
1- Person
2 - Person
3 - Person
4 - Person
6 - Person
83.60%
13.91%
2010 2015 2020
2- Person
3 - Person
4 - Person
5 - Person
6 - Person
7 - Person +
1- Person
2 - Person
3 - Person
4 - Person
5 - Person
40.25%
21.74%
24.72%
8.81%
3.27%1.21%
39.92%
22.35%
23.43%
9.45%
3.54%1.31%
40.29%
22.09%
22.84%
9.64%
3.69%1.45%
2010 2015 2020
2- Person
3 - Person
4 - Person
5 - Person
6 - Person
7 - Person +
1- Person
2 - Person
3 - Person
4 - Person
5 - Person
40.25%
21.74%
24.72%
8.81%
3.27%1.21%
39.92%
22.35%
23.43%
9.45%
3.54%1.31%
40.29%
22.09%
22.84%
9.64%
3.69%1.45%
2010 2015 2020
2- Person
3 - Person
4 - Person
5 - Person
6 - Person
7 - Person +
1- Person
2 - Person
3 - Person
4 - Person
5 - Person
40.25%
21.74%
24.72%
8.81%
3.27%1.21%
39.92%
22.35%
23.43%
9.45%
3.54%1.31%
40.29%
22.09%
22.84%
9.64%
3.69%1.45%
2010 2015 2020
2.47%0.53%
75.84%
1- Person
2 - Person
3 - Person
4 - Person
20.99%
1.75%0.80%
82.14%
15.31%
1.76%0.59%
0.15%
82.14%
15.31%
1- Person
2 - Person
3 - Person
4 - Person
1- Person
2 - Person
3 - Person
4 - Person
6 - Person
83.60%
13.91%
Sterling Ranch | Market Perspective | 19
PsychographicProfiles
20 | Sterling Ranch | Market Perspective
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
Median HHI: $88,455
Age Ranges: 35-54
2. BRITE LITES, LI’L CITY
Median HHI: $77,320
Age Ranges: <55
3. SECOND CITY ELITE
Median HHI: $79,563
Age Ranges: >55
4. MIDDLEBURG MANAGERS
Median HHI: $59,981
Age Ranges: 55+
5. COUNTRY SQUIRES
Median HHI: $108,750
Age Ranges: 35-54
6. UP AND COMERS
Median HHI: $53,521
Age Ranges: 25-44
7. MOVERS AND SHAKERS
Median HHI: $70,940
Age Ranges: 45-64
8. WINNER’S CIRCLE
Median HHI: $112,580
Age Ranges: 35-54
9. HOME SWEET HOME
Median HHI: $70,940
Age Ranges: <55
10. YOUNG INFLUENTIALS
Median HHI: $52,931
Age Ranges: <55
P S Y C H O G R A P H I C P R O F I L E S :
Psychographic Overview and Profiles
*PRIZM segments are based on national averages; the median household income does not
directly correlate to household incomes in Colorado.
Sterling Ranch | Market Perspective | 21
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 kid-
obsessed, 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.
P S Y C H O G R A P H I C P R O F I L E S :
1 – Upward Bound
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
22 | Sterling Ranch | Market Perspective
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.
P S Y C H O G R A P H I C P R O F I L E S :
2 – Brite Lites, L’il City
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 • Quality and good value are key
• Spend a lot of time entertaining at home
• Interested in home technology to make life easier
Sterling Ranch | Market Perspective | 23
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.
P S Y C H O G R A P H I C P R O F I L E S :
3 – Second City Elite
Age Ranges: 45+Median HHI: $88,946Income Producing Assets: EliteEmployment: White Collar, MixEducation: Graduate PlusEthnic 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
24 | Sterling Ranch | Market Perspective
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.
P S Y C H O G R A P H I C P R O F I L E S :
4 – Middleburg Managers
Age Ranges: 55+Median HHI: $59,981Income Producing Assets: Above AverageEmployment: White Collar, MixEducation: College GraduateEthnic 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 • Wants backyard with a lot of space • Views home purchase as a long-term investment • Health conscious
Sterling Ranch | Market Perspective | 25
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 six-
figure 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: 35-54Median HHI: $108,749Income Producing Assets: HighEmployment: White Collar, MixEducation: Graduate PlusEthnic 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
P S Y C H O G R A P H I C P R O F I L E S :
5 - Country Squires
26 | Sterling Ranch | Market Perspective
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.
P S Y C H O G R A P H I C P R O F I L E S :
6 – Up and Comers
Age Ranges: 25-44Median HHI: $52,931Income Producing Assets: ModerateEmployment: ProfessionalEducation: College GraduateEthnic 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
Sterling Ranch | Market Perspective | 27
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.
P S Y C H O G R A P H I C P R O F I L E S :
7 - Movers and Shakers
Age Ranges: 45-64Median HHI: $70,940Income Producing Assets: EliteEmployment: ManagementEducation: Graduate PlusEthnic 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
28 | Sterling Ranch | Market Perspective
P S Y C 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 35-
to 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.
P S Y C H O G R A P H I C P R O F I L E S :
8 – Winner’s Circle
Age Ranges: 35-54Median HHI: $112,580Income Producing Assets: EliteEmployment: ManagementEducation: Graduate PlusEthnic 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 • Appreciate convenience • Expect “red carpet” customer service • A need to “keep up with the Joneses”
Sterling Ranch | Market Perspective | 29
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.
P S Y C H O G R A P H I C P R O F I L E S :
9 – Home Sweet Home
Age Ranges: <55Median HHI: $70,940Income Producing Assets: Above AverageEmployment: ProfessionalEducation: College GraduateEthnic 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
30 | Sterling Ranch | Market Perspective
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.
P S Y C H O G R A P H I C P R O F I L E S :
10 – Young Influentials
Age Ranges: <55Median HHI: $52,931Income Producing Assets: Above AverageEmployment: White Collar, Service, MixEducation: College GraduateEthnic 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 • Have a focus on amenities and events of community
Sterling Ranch | Market Perspective | 31
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*80129801268012480130
8012780128804658022880123
1. Profile: UPWARD BOUNDIn 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, LI’L CITYIn 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 ELITEIn 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.
Who’s HeadedOur Way
P S Y C H O G R A P H I C P R O F I L E S :
32 | Sterling Ranch | Market Perspective
Providence VillageLot and ProductSegmentation
Sterling Ranch | Market Perspective | 33
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.
Perspectives onSegmentation
P R OV I D E N C E V I L L A G E L OT A N D P R O D U C T S E G M E N TAT I O N :
34 | Sterling Ranch | Market Perspective
Upward Bound
Median HHI: $88,455 Age Ranges: 35-542014 ESTD HH 20.78%2019 PROJ HH 20.44%
Brite Lites, Li’l City
Median HHI: $77,320 Age Ranges: <552014 ESTD HH 12.14%2019 PROJ HH 12.07%
Country Squires
Median HHI: $108,750 Age Ranges: 35-542014 ESTD HH 4.28%2019 PROJ HH 4.37%
Second City Elite
Median HHI: $79,563 Age Ranges: >552014 ESTD HH 9.81%2019 PROJ HH 9.72%
Winner’s Circle
Median HHI: $112,580 Age Ranges: 35-542014 ESTD HH 3.24%2019 PROJ HH 3.33%
Home Sweet Home
Median HHI: $70,940 Age Ranges: <552014 ESTD HH 2.95%2019 PROJ HH 2.96%
Movers and Shakers
Median HHI: $70,940 Age Ranges: 45-642014 ESTD HH 3.62%2019 PROJ HH 3.68%
Young Influentials
Median HHI: $52,931 Age Ranges: <552014 ESTD HH 2.65%2019 PROJ HH 2.68%
Up and Comers
Median HHI: $53,521 Age Ranges: 25-442014 ESTD HH 4.19%2019 PROJ HH 4.26%
Middleburg Managers
Median HHI: $59,981 Age Ranges: 55+2014 ESTD HH 4.71%2019 PROJ HH 4.70%
Lot S
ize
Pros
pect
Seg
men
ts
PR
IMA
RY
SEC
ON
DA
RY
TER
TIA
RY
Perspectives onSegmentation
P R OV I D E N C E V I L L A G E L OT A N D P R O D U C T S E G M E N TAT I O N :
#1 Onward & Upward Town Center Traditional50’x110’ 375,000 425,000 50 1,500 - 2,500 Cardel
Various Model Complex 35
60’x110’ #1 New Millenial 500,000 600,000 28 2,500 - 3,500 TBD
60’x110’ #3 Modern Family 500,000 600,000 42 2,500 - 3,500 Wonderland Homes
55’x110’ #2 Modern Family 475,000 525,000 66 2,000 - 3,000 Century Homes
60’x90’ #1 Modern Family Park Living 650,000 800,000 16 2,800 - 3,800 Infinity
60’x110’ #2 Park Living 650,000 800,000 10 2,500 - 3,800 Parkwood
50’x110’ #1 Park Living 450,000 500,000 29 1,800 - 2,800 TBD
80’x110’ #3 Forward Family 800,000 950,000 35 3,000 - 5,000 Ryland
70’x110’ #2 Forward Family 650,000 650,000 67 1,800 - 2,500 Ryland
60’x110’ #1 Forward Family 600,000 650,000 67 1,800 - 2,500 Ryland
#3 Onward & Upward Traditional Family 60’x110’ 525,000 600,000 110 2,200 - 3,500 Meritage
#2 Onward & Upward Traditional Family 50’x110’ 425,000 475,000 114 1,400 - 2,900 Meritage
Attached Town Center Traditional 300,000 350,000 144 1,000 - 1,800 Cardel
Prod
uct S
egm
ents
Sterling Ranch | Market Perspective | 35
Avera
ge S
ales
Pric
e
Numbe
r of L
ots
Estim
ated
Squ
are
Feet
LOI t
o Con
tract
P R OV I D E N C E V I L L A G E L OT A N D P R O D U C T S E G M E N TAT I O N :
#1 Onward & Upward Town Center Traditional50’x110’ 375,000 425,000 50 1,500 - 2,500 Cardel
Various Model Complex 35
60’x110’ #1 New Millenial 500,000 600,000 28 2,500 - 3,500 TBD
60’x110’ #3 Modern Family 500,000 600,000 42 2,500 - 3,500 Wonderland Homes
55’x110’ #2 Modern Family 475,000 525,000 66 2,000 - 3,000 Century Homes
60’x90’ #1 Modern Family Park Living 650,000 800,000 16 2,800 - 3,800 Infinity
60’x110’ #2 Park Living 650,000 800,000 10 2,500 - 3,800 Parkwood
50’x110’ #1 Park Living 450,000 500,000 29 1,800 - 2,800 TBD
80’x110’ #3 Forward Family 800,000 950,000 35 3,000 - 5,000 Ryland
70’x110’ #2 Forward Family 650,000 650,000 67 1,800 - 2,500 Ryland
60’x110’ #1 Forward Family 600,000 650,000 67 1,800 - 2,500 Ryland
#3 Onward & Upward Traditional Family 60’x110’ 525,000 600,000 110 2,200 - 3,500 Meritage
#2 Onward & Upward Traditional Family 50’x110’ 425,000 475,000 114 1,400 - 2,900 Meritage
Attached Town Center Traditional 300,000 350,000 144 1,000 - 1,800 Cardel
Base
Sale
s Pric
e
The following chart describes the propensity of prospective residents to purchase home product
based upon lot specification, potential product, age-based needs and income thresholds.
36 | Sterling Ranch | Market Perspective
Sterling Ranch, Colorado, with its forward-focus and longevity of development, requires
consistently updated market knowledge of future residents’ 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.
M E A S U R I N G , M O N I TO R I N G A N D R E F I N I N G :
An Ongoing Process
Sterling Ranch | Market Perspective | 37
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.
38 | Sterling Ranch | Market Perspective
303.202.6800
©2015 Sterling Ranch Development Company All pricing, product specifications, amenities and landscaping is subject to change without prior notice.