Veridian Homes has started work on a large new-home neighborhood on Madison's east side. The builder held a ribbon cutting and ceremonial groundbreaking Nov. 5 for Reiland Grove, planned for 561 homesites across multiple phases at Felland Road and Blissful Avenue (via Veridian Homes).
Access is from Lien Road or Commercial Avenue, also known as County Road T, according to Veridian, and the neighborhood falls within the Sun Prairie school district. The company lists Sycamore Park and its dog park about a mile and a half away, Interstate 39/90 about 1.5 miles off and Highway 151 about 2.5 miles away. Both WISC-TV and WKOW covered the groundbreaking and reported the same 561-homesite count.
The first phase includes six home styles: Twin, Haven Twin, Garden, Cottage, Village and Meadow homes, with more styles planned for later phases. Veridian released pricing the day of the groundbreaking, and buyers can start reserving homesites through an intent process, the company said. None of the coverage published dollar figures, lot counts per phase or a date for the first move-ins.
Plans call for a future neighborhood park and a large open green space along the north side of the neighborhood, with some homesites backing up to the park. Matt Brink, Veridian's vice president of land development, said the park and green space "will be an important part of what makes Reiland Grove feel like a neighborhood," according to WKOW.
The builder is pitching part of the neighborhood at buyers trying to get out of renting. "We're seeing a lot of our first-time buyers being in apartments now, having difficulty affording housing," Brink told WISC-TV, which reported that some homes will come in at more affordable prices, with promotions aimed at first-time buyers. The station said the development will focus on first-time buyers and people moving up.
"Whether someone is buying their first home or looking for a home that better fits their next chapter, we want them to find choices that work for the way they live," said Veridian President Chris Ehlers.
Why it matters for Contractors
A 561-homesite neighborhood built out over multiple phases is years of steady work on one side of town. Production builders typically lean on local trades for framing, roofing, siding, concrete, flatwork, landscaping, fencing and finish work, and a neighborhood this size will need plenty of all of them. If you're a small sub on Madison's east side or around Sun Prairie, now is the time to get on Veridian's trade partner radar, before later phases are scheduled. The first-time-buyer focus matters, too. Lower price points usually mean tight specs and tight schedules, so crews that can hit a number and a date have the advantage. Homeowners moving in will also need decks, fences, basement finishes and patios after closing, which is a good market for small remodelers and landscapers to watch.