Do consumers really want options? Henry Ford didn't think so. His Model T automobile came in one color – black – and nobody seemed to mind. That's kind of the way it works at Cedar Point, a 173-home subdivision in Mays Landing. While there are nine different single-family home styles to choose from, there are virtually no choices when it comes to such things such as appliances, counters, flooring and fixtures.
"We don't really do options," says Jay Goldberg, director of sales for Lennar New Jersey, which is developing the community. "From over 60 years of experience we know what most people choose for their home. We just choose what most people pick anyway. It's proven to be very successful."
By eliminating choices, Lennar makes the new home building process simpler and more economical, Goldberg says.
"Typically when you buy a new home you go through at least two appointments with a designer where you choose things like cabinets, tile, carpets and countertops," he says. "With Lennar, that whole part of the process is completely removed from the customer."
Goldberg says amenities that are typically considered upgrades are included in the price of all Cedar Point homes.
"We have an 'Everything's Included' program that offers high-level features such as granite countertops, hardwood floors in the kitchen and foyer, 42-inch cabinets, basements and nine-foot ceilings on the first floor," he says.
Just don't expect to select your own granite style. "We pick the granite for you," Goldberg says. "But it's a popular style that most people like. And because we buy it en masse, it costs less."
Homebuyers at Cedar Point do have one option.
"We have a Plus Package that adds a security system, stainless steel appliances, a whirlpool tub, a five-speaker surround sound system, and upgrades the hardwood floors in the foyer and the kitchen," Goldberg says. "But that package costs $7,500. If you optioned those things it would cost you $12,000."
When people buy homes from most builders, options and upgrades typically increases the price of a new house by 10 to 15 percent, according to Goldberg. Such is not the case with Lennar. "When someone comes to one of our communities you can walk out the door knowing exactly what you're going to pay," Goldberg says. "We've taken the uncertainty out of it."
Since construction began seven years ago, 149 homes at Cedar Point have been completed and sold and nine more are under construction or are finished and used as model homes. Only 15 home sites remain.
"We have two model homes of our Brentwood and Berkshire designs," Goldberg says. "We also have a Next Gen home being built. We build inventory so if somebody needs a home in 30 to 60 days we've got it standing there ready for them if they need it fast.
The community, which is less than a mile from the Hamilton Mall, features winding streets and cul-de-sacs and can only be accessed from two entrances off the Black Horse Pike. The perimeter is surrounded by woods so there are lots of wooded home sites.
Living space ranges from just under 2,000 square feet to more than 3,500 square feet, The homes' designs feature 3 and 4 bedrooms and 2 ½ baths. Prices range from about $279,000 to $350,000.
Four new homes styles have been introduced recently including the 5-bedroom Chatham, which is now open for tours, and the Genesis, a so called Next Gen home that lists for about $335,000.
"We call it a Next Gen home because it allows multiple generations of a family to live in the same home," Goldberg says. "It features a first floor suite with a private bath and a separate entrance. It also has a kitchenette with a refrigerator, microwave and cabinets. It's typically for an older parent."
All the homes at Cedar Point have unfinished basements, natural gas heat, and two-car attached garages. Master baths have ceramic tile floors and some models have two-story entry foyers. Lot sizes range from ¼ acre to as large as three acres.
For more information on Cedar Point call Iris Barrios at 609-349-8258 or visit www.lennar.com.
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