Inside the Top-50 with Oliver Radvin of John Burns Research and Consulting
Master-planned communities (MPCs) have shown incredible resilience, with Florida accounting for a staggering 42% of all sales among the nation’s top 50 in 2025. But as we move forward in 2026, the strategy is evolving.
We recently had the opportunity to interview Oliver Radvin (SVP, Consulting at John Burns Research & Consulting) to go behind the numbers of their 2025 Top 50 report.
In your recent Top 50 rankings, lifestyle was cited as a major factor driving buyer demand.
What specific lifestyle elements (amenities, programming, design, community identity, etc.) most consistently differentiate the most successful master-planned communities?
When we look across the top-performing master-planned communities, the differentiator is rarely a single amenity. It’s how lifestyle is delivered as a whole. The communities that perform best integrate trails, open space, amenities, and programming into the fabric of the community rather than treating them as add-ons. Strong identity matters, but so does early activation. Buyers respond to places that feel complete and lived-in early, especially in markets like Florida where lifestyle and quality of life are central to the decision.
Affordability pressures continue to influence the market, even as demand remains strong in many regions such as Florida.
How are leading MPC developers adjusting product mix and planning strategies without losing the overall vision and long-term value of the community?
The strongest developers are adjusting at the product level while protecting the long-term vision of the community. We’re seeing more segmentation through townhomes, smaller homes, and attached product introduced alongside traditional single-family, rather than across-the-board value engineering. Communities that maintain design standards, placemaking, and amenity quality while offering a wider range of price points are the ones sustaining absorption without sacrificing long-term value, particularly in high-growth markets throughout the Sunbelt.
How important is clear positioning and storytelling in driving home sales within master-planned communities today?
What are the best examples you’ve seen of communities effectively communicating what makes them different and why that message resonates with buyers?
Clear positioning is critical. Buyers have more options and more information than ever, and the communities that perform best are the ones that clearly communicate who they are and who they’re for. The strongest examples are places where the story is reinforced through the experience on the ground, not just marketing. Communities like Ave Maria, Riverland, Tradition, Babcock Ranch, Wellen Park, and Viera each tell a distinct story, and that message resonates because buyers can see and experience it when they visit.
Now that we are in 2026, what trends do you expect will most influence master-planned community performance this year?
Are there emerging buyer preferences, planning strategies, or market dynamics that developers should be preparing for now?
We expect continued emphasis on flexibility and everyday livability. Buyers are more value-conscious, but they still care deeply about quality and community. Developers who can balance pricing sensitivity with strong placemaking will be best positioned. We’re also seeing more focus on resilience, long-term operating costs, and durability, which are becoming more visible factors in buyer decision-making.
Based on your research and work with MPC operators, what ultimately makes a master-planned community successful over the long term?
What separates the top-performing communities from the rest, especially in a more normalized housing market?
The most successful master-planned communities tend to share a few common traits: a clear vision from the start, disciplined execution, and the ability to evolve without losing identity. In a more normalized housing market, what separates the top performers is consistency. Communities that stay focused on how people actually live, rather than chasing short-term trends, tend to sustain demand and relevance over time.