Product Segmentation Leads to Higher Demand & Sales Rates Synopsis NOI and sales rates increased over 30% versus pro forma expectations. Background Now defunct, John Laing Homes was headed by Larry Webb between 1995 and 2008, where he was instrumental in growing it from a small, two-market company to the second-largest private homebuilder in the United States. In June 2006, he sold John Laing Homes in the largest private residential transaction in U.S. history. Challenge A national homebuilder previously completed an in-house study to determine the product types to develop within an in-fill location in Southern California. The in-house study was unscientific and relied on the opinions and subjectivity of real estate brokers, architects, and engineers. Executives had insight that the sub- m

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