In Florida, desperate sellers will do anything to move a property.
Even bake for strangers.
The St. Petersburg Times reports that consultant Mike Morrell of David Weekley Homes in Brooksville was baking sugar cookies February 10 in the kitchen of a three-bedroom, 3,200-square-foot, $410,000 home on display at the new Southern Hills Plantation.
“If you feed them,” Morrell said, “they will come.”
There’s the small matter of Florida mortgage loan payments, but whatever works, right?
The tour of the homes at Southern Hills began last weekend and went through this Saturday. Jacksonville’s LandMar Group, which owns and runs the upscale development with “Old Florida” features and “New Florida” prices, is hoping this event spurs sales in this slowed-down Florida housing market.
An estimated 1,500 people came last weekend to look, but sales have been sluggish - especially compared with the furious pace of lot sales here a couple of years back.
“We’re not as far along as we would’ve liked to be on home sales,” LandMar regional manager Jim Harvey said this week. “People are much more cautious and taking their time now. They really want to see what they’re buying.”
Southern Hills is something new for Hernando County.
Most of the local inventory is much more modest and modestly priced. But Southern Hills promotional materials tout not “single-family homes” but “estates” and “luxury mansions” and talk about “architectural designs featuring elements such as porches, dormers, bungalow designs,” and so forth.
The development, which ultimately could have as many as 999 homes, sits on hilly terrain that’s unusual for mostly flat Florida. It has a spa and a fitness center with private steam and massage rooms, an on-site hair salon and a golf course with a Grand Clubhouse.
In June 2004, on one Saturday, the company sold 302 lots for more than $38 million. A year later, again on a single Saturday, the sales were similarly stunning: 236 lots for $40 million.
The buyers were empty nesters and people from Tampa or states up north looking for second homes - in other words, people not beholden to the fluctuations of Florida mortgage rates.
Nick Nikkinen of Hernando’s Property Appraiser’s Office called it a real estate phenomenon. Those years, of course, were wild and flush in the real estate game - ‘04, ‘05, even early ‘06 - but it’s not like here in ‘07.
In late ‘05, when the Southern Hills sales center opened, the least pricey homes had a stripped down asking price of about $325,000, and that didn’t include the lots, which started at about $80,000. Now some of the smaller “cottage” homes can be had for as low as $248,900, with lots priced at $66,900.
One high-end property built by Windjammer, with four bedrooms, a three-car garage, 4,032 square feet and a two-story pool cage the size of a small concert hall, was priced at $1.3 million but is on special right now for $990,000.
“If you’ve got a spare million bucks,” Southern Hills sales manager Steve Erick said last Saturday, “we’ll even give you change.”
Only 12 homes have people living in them. Erick is in one of them. He said all of the people who live in Southern Hills got together for a party for Christmas and fit into one family room.
“But next year,” he said, “we’re going to have to rent the clubhouse to get all the residents to fit in one room.”
At least that’s the plan. The hope. If Florida home mortgage demand doesn’t pick up by then, this area’s housing slump will continue and the developers won’t see the return they’re looking for on this expansive project.
But hope remains.
“Now that the models are finally in place, I think [spring sales] are going to be good,” sales executive Mark Tesch said. “I’ve had a number of people who are interested now. I think we’re starting to creep into the up again.”
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