Key facts
- Art Falcone, a real estate developer with over 40 years of experience, has launched AmeriCraft Homes.
- AmeriCraft Homes aims to bring a hospitality-inspired, resort-style living experience to residential communities.
- The company's strategy focuses on the "attainable luxury" market segment.
- Initial operations are in Florida, North Carolina, and South Carolina, with plans for Sun Belt expansion.
- AmeriCraft Homes will offer a mix of condominiums and single-family homes, tailored to local market needs.
- The company has secured over 40 prebuy contracts for its Margaritaville Myrtle Beach project.
Art Falcone, a real estate developer with over four decades of experience in various property types, has launched AmeriCraft Homes. This new venture aims to build residential communities with a strong emphasis on hospitality-inspired, resort-style living, targeting an underserved segment of the market.
Falcone described his strategy as contrarian, noting that he often enters businesses during down cycles. The launch of AmeriCraft Homes follows the winding down of its homebuilding pipeline at Encore Capital Management, a firm Falcone co-founded. Instead of laying off staff, Falcone offered his employees positions at the new company, spending the past year preparing for its launch.
AmeriCraft Homes will initially operate in Florida, North Carolina, and South Carolina, with plans to expand into other Sun Belt states. The company will build a mix of condominiums and single-family homes, each featuring resort-style amenities tailored to local market preferences. Examples include Lumara Norman Village in North Carolina with traditional amenities and Aurora at Epperson Ranch near Tampa featuring a man-made lagoon.
The company also plans branded communities, including a partnership with Margaritaville and a license deal with Nicklaus Companies for golf communities. Falcone believes his extensive experience in developing large-scale golf course communities, lagoon communities, and hospitality operations gives AmeriCraft Homes a competitive edge in building highly amenitized communities.
AmeriCraft Homes is targeting the "attainable luxury" market, blending production homebuilding with semi-custom options to offer a higher-end feel. Homes will also be designed to accommodate multigenerational living. The company aims to scale into a large regional builder, with early success seen in prebuy contracts for the Margaritaville Myrtle Beach project.