Here’s what most agents won’t tell you about Ross Perot Jr.‘s Landmark development in Denton: this isn’t just another master-planned community, it’s a $10 billion chess move that will fundamentally reshape North Texas real estate dynamics over the next three decades.
Let me break down what Landmark by Hillwood actually represents and more importantly, whether this is the right strategic move for your wealth-building timeline.
Landmark by Hillwood: Understanding the Strategic Foundation
Ross Perot Jr. doesn’t build communities, he builds economic ecosystems. The man who created AllianceTexas, a 27,000-acre development with over $120 billion in economic impact, just called Landmark “the best product that we’ve done.” That statement alone should make every serious investor pay attention.
Located at the intersection of Interstate 35W and Robson Ranch Road in southwest Denton, this 3,200-acre master-planned community will eventually house up to 25,000 residents across 6,000 single-family homes and 3,000 multifamily units. But here’s what separates strategic thinkers from traditional buyers: those numbers represent demand, not just supply.
The development includes:
- 900 acres of commercial space strategically designed to capture retail spending that currently leaves Denton
- 1,100 acres of preserved parkland and natural space, one of the largest natural preserves in Texas, creating scarcity value for adjacent properties
- Three on-site Denton ISD schools, eliminating the education access concerns that plague many new developments
- Denton’s first H-E-B grocery store, which consistently ranks as America’s #1 grocery chain and serves as a premium retail anchor that elevates surrounding property values
- STEAM-focused learning parks offering interactive outdoor education, positioning this as an intellectual hub, not just housing
Model homes open Spring 2026, but the real opportunity window is happening right now, while others are still trying to figure out if this is legitimate.
The Location Advantage: Why Southwest Denton Creates Strategic Value
Geography is destiny in real estate, and Landmark’s position along I-35W at Robson Ranch Road represents calculated strategic thinking. This isn’t random land acquisition, it’s corridor development that capitalizes on North Texas population growth patterns while maintaining reasonable commute access to Dallas and Fort Worth employment centers.
The I-35W corridor has experienced consistent development pressure as Dallas-Fort Worth continues its relentless expansion northward. Denton County remains one of the fastest-growing counties in America, and Landmark positions itself directly in the path of that growth while offering something competitors can’t replicate: massive preserved green space that creates permanent scarcity.
Here’s the strategic calculation most agents miss: Landmark isn’t competing with existing Denton inventory, it’s capturing buyers who would otherwise settle for Frisco, Prosper, or Celina developments by offering superior amenities at competitive pricing with better preservation of natural features.
The proximity to University of North Texas and Texas Woman’s University creates additional demand layers that most residential-only developments lack. This isn’t just about housing families, it’s about creating an ecosystem that attracts multiple demographic segments simultaneously.
Pricing Strategy: Understanding the Complete Financial Picture
Let’s talk numbers with the context that traditional agents won’t provide. Entry-level homes starting in the mid-$400,000s might seem steep until you compare what you’re actually receiving versus competing markets:
The pricing breakdown:
- Entry-level single-family homes: Mid-$400,000s
- Mid-range offerings: $500,000s to $600,000s
- Premium properties: $700,000+ to over $1 million
- Luxury custom builds: $1 million+
- Multifamily units: Expected $1,400 to $2,500+ monthly
But here’s what matters more than the sticker price: the value equation. When Highland Homes, David Weekley, and Toll Brothers all commit to a development, they’re making a calculated bet on sustained demand and appreciation. These builders don’t gamble, they analyze market fundamentals with teams of economists and demographic researchers.
Early-phase buyers in master-planned communities historically capture 15-20% more appreciation over the first decade compared to later-phase buyers, according to National Association of Home Builders research. That’s not speculation, it’s documented pattern recognition across hundreds of similar developments nationwide.
The real question isn’t “Can I afford the entry price?” It’s “Can I afford to miss the entry-phase opportunity window?”
The Timeline: Strategic Positioning for Maximum Advantage
Model homes opening Spring 2026 means the serious strategic conversations are happening right now, before the masses even understand what’s being built. First move-ins will likely begin late 2026 or early 2027, with H-E-B’s grand opening targeted for 2027.
Complete buildout will take 20-30 years, which tells you everything about the scale and ambition. But that extended timeline creates opportunity, not limitation. Each phase will appreciate based on the previous phase’s success, creating a compounding value effect that rewards early participants.
Here’s the strategic timeline breakdown:
Working with builders during the pre-model phase allows you to influence lot selection, floorplan customization, and upgrade negotiations before standard pricing structures lock in. I’m already having conversations with builder reps about incentive packages and preferred lot positions, because that’s what five-steps-ahead positioning looks like.
The builders currently committed include American Legend Homes, Coventry Homes, David Weekley Homes, Drees Custom Homes, Highland Homes, M/I Homes, Perry Homes, Toll Brothers, and Tri Pointe Homes. This roster represents over $50 billion in combined annual revenue, they don’t commit without sophisticated market analysis confirming sustained demand.
The H-E-B Factor: Understanding the Strategic Anchor
Most buyers fixate on square footage and countertops. Strategic thinkers understand that the H-E-B announcement represents something far more significant: third-party validation of Landmark’s long-term viability.
H-E-B has been named America’s #1 grocery store for three consecutive years by multiple consumer surveys. They don’t expand casually, their site selection process is legendarily rigorous, involving years of demographic research, traffic pattern analysis, and economic forecasting. Their decision to make Landmark their Denton entry point is a $30-50 million vote of confidence in this development’s fundamentals.
What H-E-B’s presence actually signals:
Grocery stores anchor retail ecosystems. Where H-E-B goes, premium retail tenants follow, think Starbucks, Chipotle, boutique fitness concepts, and upscale service providers. That retail density creates lifestyle convenience that directly translates to property value premiums. Homes within a 10-minute drive of premier grocery anchors consistently command 8-12% price premiums compared to similar homes requiring longer grocery trips.
But there’s a deeper strategic layer: H-E-B’s presence signals they’ve seen Denton’s demographic projections and concluded that the income levels, education profiles, and growth trajectories justify their premium market positioning. They’re not chasing existing demand, they’re anticipating the demographic composition Landmark will create.
The Education Equation: Denton ISD and Long-Term Value
Three on-site schools, elementary and middle levels, eliminate one of the primary friction points in new development purchases. But let’s be strategic about the Denton ISD reality.
Denton ISD currently doesn’t command the same premium reputation as nearby Argyle ISD or some Frisco-area districts. That’s simultaneously a challenge and an opportunity, depending on your investment timeline.
Here’s the strategic calculation:
School district reputations aren’t fixed, they evolve with demographic composition. As Landmark attracts educated, affluent families willing to pay $500,000+ for homes, the student body composition at these on-site schools will likely skew toward higher achievement levels. That creates a self-reinforcing cycle where improving school performance attracts more achievement-oriented families, which further improves performance.
We’ve seen this pattern repeatedly in master-planned communities across North Texas. The Fields development in Frisco benefited from Frisco ISD’s rising reputation, but Frisco ISD’s reputation rose partly because developments like The Fields attracted achievement-focused families.
For buyers with school-age children needing immediate top-tier academics, this timing creates friction. For buyers with younger children on 5-7 year timelines, or investors focused on 10-15 year appreciation, the trajectory matters more than current ratings. Strategic thinking requires matching your timeline to the property’s evolution curve.
Investment Thesis: Why Landmark Represents Strategic Opportunity
North Texas consistently ranks among the top real estate markets nationally, driven by corporate relocations, population migration from higher-cost states, and sustained job growth. But not all North Texas real estate participates equally in that growth.
Landmark’s investment thesis rests on several compounding factors:
Brand heritage and execution capability: Hillwood’s track record with AllianceTexas demonstrates ability to execute decade-spanning development vision. Ross Perot Jr.’s personal reputation and financial resources virtually eliminate development completion risk, a critical factor given numerous failed master-planned communities across the country.
Scarcity economics: 1,100 acres of preserved parkland creates permanent supply constraint on developable land within the community. That scarcity supports pricing power that typical suburban developments lack.
Demographic alignment: Landmark targets the sweet spot of North Texas growth, families and professionals seeking new construction, strong amenities, and reasonable commute access while avoiding premium Frisco/Prosper pricing. This isn’t luxury positioning trying to find buyers, it’s strategic positioning in the highest-demand market segment.
Infrastructure coordination: Hillwood’s history of coordinating with municipalities on infrastructure investment means roads, utilities, and services will likely pace development appropriately. Infrastructure bottlenecks kill property values, Hillwood’s political connections and execution history mitigate that risk.
Retail and commercial integration: The 900 acres of commercial space isn’t just amenity provision, it’s revenue generation that funds ongoing community investment while creating local employment that reduces commute dependence.
Early-phase master-planned community investments historically outperform equivalent resale properties by 20-30% over the first decade, according to Urban Land Institute research. That’s not guaranteed, but it represents historical pattern recognition across hundreds of similar developments.
Competitive Positioning: How Landmark Stacks Against Alternatives
Strategic buyers compare options across the North Texas landscape. Let’s benchmark Landmark against key competitors:
The Fields in Frisco: 2,500+ acres featuring PGA headquarters, Omni resort, and Universal Kids theme park. Premium pricing reflecting Frisco ISD and established market. Landmark offers comparable amenities at lower entry points with more natural preservation, but sacrifices Frisco’s established school reputation and immediate retail density.
AllianceTexas in Fort Worth: Hillwood’s flagship development with $120 billion economic impact. Proven execution model, but mature development phase means less appreciation runway. Landmark essentially offers AllianceTexas 2.0, incorporating lessons learned with updated amenity programming.
Harvest in Argyle/Northlake: Award-winning amenities with Argyle ISD’s top-tier schools. Higher price points reflect school premium, and smaller overall development scale limits long-term commercial integration. Landmark sacrifices immediate school reputation for lower entry pricing and larger-scale commercial integration.
Prosper and Celina developments: Multiple competing projects with varying builder quality and amenity levels. Generally lack the coordinated master-planning and commercial integration that Hillwood brings. Landmark’s differentiation lies in preserved parkland scale and H-E-B anchor, amenities that scattered developments can’t replicate.
The strategic question isn’t which development is “better” in absolute terms, it’s which development best aligns with your specific timeline, risk tolerance, and appreciation thesis. I help clients map those variables to identify optimal fit.
The Master-Planned Community Calculation: Analyzing Trade-Offs
Let’s address the master-planned community equation honestly, because most agents won’t discuss the downsides until you’re under contract.
Strategic advantages:
Comprehensive amenity packages create lifestyle value that supports premium pricing. Resort-style pools, fitness centers, parks, trails, and event programming cost millions to develop, expenses shared across all homeowners rather than individually funded. Community programming creates social connectivity that particularly appeals to relocating buyers lacking existing social networks.
Architectural consistency and design standards protect property values by preventing the aesthetic chaos that plagues unregulated subdivisions. HOA oversight ensures maintenance standards that preserve curb appeal and market positioning. New construction means modern efficiency standards, warranty protection, and customization opportunities unavailable in resale properties.
Strategic disadvantages:
HOA fees typically range $800-1,500+ annually in master-planned communities, with frequent assessment increases as amenity maintenance costs rise. Design restrictions limit renovation flexibility and personal expression, factors that matter more to some buyers than others.
Ongoing construction creates noise, traffic, and aesthetic disruption for 10-20+ years as subsequent phases develop. Schools and retail amenities may take 3-5+ years to fully materialize, meaning early residents lack immediate convenience that marketing materials promise. Mature landscaping takes 10-15 years to develop, early-phase communities lack the shade and visual character of established neighborhoods.
HOA governance quality varies widely, and problematic HOA boards can create ongoing friction and property value drag through poor decision-making or maintenance neglect.
The strategic calculation: Master-planned communities reward buyers who value coordinated amenities, social programming, and long-term property value protection more than they value individual autonomy, immediate character, and freedom from ongoing construction. There’s no universally correct answer, only alignment between your priorities and the community structure.
Early-Phase Strategy: Timing Your Entry for Maximum Advantage
Spring 2026 model home openings create decision pressure, but strategic buyers are already positioning themselves for optimal outcomes.
Early-phase advantages:
Best lot selection means premium positions, cul-de-sac locations, park adjacency, preserve views, and distance from future commercial development noise. Later buyers accept whatever remains after early phases sell out. Builder incentives and upgrade packages typically favor early buyers as builders seek to establish sales momentum and generate marketing buzz.
Pricing historically favors early phases, with 3-5% increases common between subsequent phases as amenities materialize and sales velocity validates pricing power. Early buyers influence community culture and governance by establishing HOA precedents and board participation before structures ossify.
Early-phase disadvantages:
You’re buying Hillwood and the builder team’s vision, not proven execution. While Hillwood’s track record mitigates risk, unforeseen obstacles could delay timelines or alter amenity delivery. Living through construction means ongoing disruption as subsequent phases develop around you. Schools and retail won’t open immediately, early residents will drive to existing Denton facilities for potentially 3-5+ years.
The lack of mature landscaping and established neighborhood character means living in a construction zone aesthetic for the first 5-10 years. Resale challenges exist if you need to sell before community establishes market reputation, early-phase properties sometimes face buyer skepticism about long-term viability.
My strategic recommendation: Buyers with 10+ year hold timelines and tolerance for construction disruption should move aggressively on early-phase opportunities. The appreciation potential and lot selection advantages outweigh the aesthetic and convenience disadvantages. Buyers needing immediate schools, established character, and completed amenities should wait 5-7 years for phase completion, accepting reduced appreciation potential and lot selection.
Making Your Landmark Decision: Strategic Next Steps
Landmark by Hillwood represents a calculated $10 billion bet on Denton’s demographic trajectory and North Texas’s sustained growth. Ross Perot Jr. doesn’t make $10 billion mistakes—his team has spent years analyzing market fundamentals that most agents will never see.
But here’s what separates strategic buyers from the masses: understanding that opportunity doesn’t announce itself with billboards and grand openings. Opportunity whispers during pre-construction phases when others are still asking “Is this legitimate?” while you’re already negotiating lot positions and upgrade packages.
Your strategic action plan:
Connect with me now, not Spring 2026 when everyone else figures out what’s happening. I’ve already established builder relationships and begun tracking incentive packages, lot maps, and pricing strategies. That intelligence gap between what I know now and what the general market will learn in 18 months represents your competitive advantage.
Attend builder preview events the moment they open, armed with comparative market analysis and strategic positioning rather than emotional reactions to model home staging. Map your budget, timeline, and priorities against Landmark’s evolution curve to identify optimal entry timing. Compare Landmark against alternatives with full financial modeling, not surface-level amenity comparisons.
The bottom line: Landmark represents a once-in-a-generation development opportunity in Denton. Whether it’s the right move for YOU depends on your specific financial position, timeline, and lifestyle priorities. That’s where strategic advisory expertise separates good decisions from regrettable ones.
I’m not here to sell you on Landmark, I’m here to help you make the most strategically sound decision for your wealth-building timeline. Sometimes that means Landmark. Sometimes it means waiting. Sometimes it means a completely different property. Strategic thinking requires matching opportunities to individual circumstances, not applying one-size-fits-all formulas.
Ready to explore whether Landmark fits your strategic plan? Let’s have that conversation before everyone else figures out what we already know.
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Bobby Franklin – REALTOR®
Legacy Realty Group – Leslie Majors Team
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