Southern Land Company has hired Tony Marchbanks as its national president of homebuilding, tasking him with expanding single-family development in Tennessee, Texas, and Colorado. The appointment signals a deliberate push into regions where housing demand continues to outpace supply, despite broader economic pressures. Marchbanks’ role will involve overseeing day-to-day operations for Southern Land’s homebuilding division.
The move comes as the Nashville-based firm looks to capitalize on shifting market conditions, particularly in Texas, which remains the largest new home market in the country. Marchbanks brings 30 years of real estate experience and most recently served as chief operating officer at Highland Homes, where he oversaw the construction of 1,000 homes annually in Houston.
Market headwinds create opportunity
Marchbanks acknowledged the challenges facing homebuilders, including higher interest rates and weakened consumer confidence. “Higher interest rates and lack of job growth all culminate into a lack of consumer confidence, so you have all three key contributors to a good homebuilding environment that are headwinds at this time,” Marchbanks said. “But for a company like Southern Land, it’s actually a huge opportunity because they have expansion plans, particularly into Texas, which is the largest new home market in the country.”
“Most builders secured their lot supply three years ago, and now they have too many lots,” he said. “So it’s an opportunity for a company like Southern Land to find and invest in communities they wouldn’t have been able to in a strong market.” Southern Land currently has four master-planned communities in development, spanning 5,000 individual lots. Marchbanks will oversee construction, purchasing, sales, and architecture for those projects.
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Beyond single-family homes
Southern Land isn’t limiting itself to build-to-sell homes. The firm has also ventured into multifamily development, with projects underway in Las Vegas; Erie, Colorado; and just outside Austin, Texas. These multifamily properties include both rental apartments and for-sale condominiums.
In May, it launched its own mortgage lending division to support its construction pipeline and sales efforts. The in-house lending operation provides Southern Land with greater control over financing terms.
Marchbanks’ hire reflects a broader strategy to diversify Southern Land’s residential portfolio while focusing on single-family growth. His background in scaling production—particularly in Texas—aligns with the company’s push into one of the most competitive housing markets in the U.S. The firm’s dual focus on single-family and multifamily development positions it to adapt to changing market demands.
For now, the focus remains on turning those 5,000 lots into move-in-ready homes. Southern Land’s approach involves a phased development strategy. The success of Southern Land’s strategy will hinge on its ability to accurately forecast regional housing needs. The company’s willingness to invest in land during a downturn suggests confidence in an eventual market rebound. Marchbanks’ leadership will be instrumental in balancing short-term cash flow needs with long-term growth objectives. With Marchbanks at the helm, the firm appears willing to wait it out, betting that patience and strategic investment will yield dividends when the housing market regains its footing.
