Real estate developers are increasingly recognizing their responsibility in shaping sustainable communities that prioritize both environmental consciousness and resident well-being. This shift towards sustainability is not just a trend but a necessity, driven by growing consumer demand and a collective responsibility towards our planet. Newland Communities, a leading developer of planned residential and urban mixed-use communities in the U.S., exemplifies this commitment to sustainable practices.
At UNC Kenan Flagler’s annual “Careers with Impact Forum,” a team from Newland shared insights into their approach to sustainable real estate development, emphasizing the importance of aligning corporate values, research-driven design, clearly defined project principles, team buy-in, and meticulous attention to detail.
Aligning Corporate Values for Sustainable Success
Collaboration is crucial in sustainable development, and aligning corporate values with partners is paramount. Newland’s partnership with Sekisui, a homebuilding and development company, exemplifies this principle. Sekisui’s four core values – environmental, homeowner, economic, and social – provided a framework for Newland to develop five specific focus areas, ensuring both companies worked in unison towards shared sustainability goals.
Incremental Value Creation Through Research-Centric Design
Sustainable development thrives on research and a willingness to adapt. Jody Leidolf, Newland’s director of pre-development, stresses the importance of being “research-centric” and revisiting the drawing board annually to incorporate new findings. Briar Chapel, a Newland community outside Chapel Hill, North Carolina, exemplifies this approach.
Hailed as the “largest green-built community in the Raleigh-Durham area,” Briar Chapel’s success stems from extensive research into the needs and desires of its target audience. By understanding consumer preferences for sustainable living, Newland created a community that resonates with environmentally conscious residents.
Defining Project Principles for Long-Term Vision
Clearly defined project principles are essential for guiding sustainable development. For Briar Chapel, Newland established four key principles:
- Creating and maintaining Briar Chapel as a nature sanctuary
- Celebrating and preserving the history of the site
- Pioneering and promoting authentic innovation
- Fostering social intelligence
These principles serve as a compass, ensuring that even as project teams change, the core vision remains consistent throughout the development process.
Team Buy-In: Fostering a Shared Commitment
Successful sustainable development requires the full commitment of every team member. Newland’s Wendell Falls project, which introduced a new level of sophistication to a rural area, exemplifies this. The project’s inclusion of a sleek café and essential commercial amenities like gas stations fostered a sense of modernity and urbanization previously unseen in the community.
This ambitious vision required unwavering dedication from every team member, highlighting the importance of shared commitment in achieving sustainable development goals.
Attention to Detail: Elevating the Everyday
Sustainable development extends beyond grand gestures; it thrives on meticulous attention to detail. At Briar Chapel, Newland incorporated handmade hammocks, swings, birdhouses, and community gardens into the residential space, fostering an appreciation for art and nature in everyday life.
These seemingly small details contribute to a more thoughtful and inclusive living environment, demonstrating that sustainable development is not just about large-scale initiatives but also about creating spaces that enrich the lives of residents.
Newland Communities’ approach to sustainable real estate development provides a compelling model for the industry. By prioritizing environmental consciousness, community well-being, and a research-driven approach, developers can create communities that are not only aesthetically pleasing but also environmentally responsible and socially conscious.