When Ron Walters went seeking his “blue ocean,” he found it where most other homebuilders have feared to tread: the John F. Kennedy neighborhood east of downtown.
Inspired by the book “Blue Ocean Strategy” by W. Chan Kim and Renee Mauborgne, the approach translates into Walters seeking out markets not being exhausted by his competition.
“They all want to go out in the same additions,” Walters said. “I want to get out, not deal with all that competition.”
The strategy is working. After building and successfully selling dozens of homes in the rebounding community, Walters is once again finding a bit of “ocean” in a place overlooked by homebuilders — in the heart of Deep Deuce.
When the area was first developed for apartments by First Worthing out of Texas a dozen years ago, scattered small lots were left unsold by the Urban Renewal Authority. While not big enough for large apartment complexes or even standard large ranch-style homes, one site on NE 1 was eyed by Walters as ideal for a bit of experimentation.
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