Hays Farm

What Hays Farm does

Hays Farm is a privately held, family-owned master-planned community in South Huntsville, Alabama, controlled by the Hays family (brothers John and Jim Hays and nephew Olly Orton) on land they have held for over 50 years. The site spans 850 acres, including a 500-acre city-maintained park, a 400+ acre nature preserve, 65 acres of lakes, and 10+ miles of trails, with four distinct parks and resort-style amenities such as a pool, clubhouse, bocce ball, and playground. The community is also integrated with retail (The Market at Hays Farm, anchored by a 48,000 sq ft Publix) and rental housing (Liam at Hays Farm, a 330-unit Class A development by Bomasada Group, and The Jessam), with Grissom High School located on-site and Gate 3 of Redstone Arsenal minutes away.

Hays Farm Homes, the exclusive in-community builder, sells single-family homes across two neighborhoods — The Fields (entry-level, 3-6 BR, 1,869-3,792 sq ft, from the low $500s) and The Forest (premium, 3-7 BR, 2,913-4,770+ sq ft, up to $1M) — via an on-site model home sales center, a network of 23+ local realtor partners, and an interactive online configurator (myhome.anewgo.com). The buyer can choose between quick move-in inventory or semi-custom builds with extensive personalization, including accessibility modifications. The go-to-market combines direct-to-consumer sales, digital content marketing, community events, and trade participation (International Builders' Show, Huntsville Parade of Homes). Revenue is generated through one-time home sales plus designer-led customization services; commercial retail and most multifamily product are third-party-developed and not on the Hays Farm P&L.

Name

Hays Farm

Legal name

Hays Farm

Website

https://haysfarm.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Hays Farm is a family-owned master-planned community in South Huntsville, Alabama, spanning 850 acres within a 500-acre city park. Its exclusive builder, Hays Farm Homes, sells semi-custom and quick move-in single-family homes across two neighborhoods to families, military, and healthcare professionals.

Ownership category

akta.pro rank

Product category

Residential Real Estate (Master-Planned Community Homebuilder)

NAICS

New Housing For-Sale Builders (236117), New Single-Family Housing Construction (except For-Sale Builders) (236115), Residential Building Construction (2361)

SIC

Land Subdividers & Developers (No Cemeteries) (6552)

akta.pro industry

PRIMARYIMAFABAD

Spec Home / Production Homebuilding (Tract & Volume Builders)

Industrials, Manufacturing & Construction/Construction & Civil Engineering/Residential Building Construction

SECONDARYIMAFABAC

Custom Home Building

Industrials, Manufacturing & Construction/Construction & Civil Engineering/Residential Building Construction

Keywords

• Master-planned community
• Single-family homes
• Semi-custom homebuilder
• Residential real estate
• Quick move-in homes

Headquarters

HQ city

Huntsville

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Residential Home Sales: Hays Farm Homes, the exclusive on-site builder, sells single-family homes in two neighborhoods (The Fields and The Forest) with pricing from the low $500s to $1 million. Buyers can choose between quick move-in (already built) and semi-custom home builds.
2. Semi-Custom Home Design Services: The builder offers extensive customization options on semi-custom homes, including layout adjustments, finishes, fixtures, and accessibility modifications (e.g., wider doorways, roll-in showers), working closely with each homebuyer through a designer-led integrated process.
3. Commercial Retail — The Market at Hays Farm: Branch Properties developed The Market at Hays Farm, a retail shopping center anchored by a 48,000 sq ft Publix, with 150,000+ sq ft of small shops and junior anchor space, plus multiple outparcels. This commercial component serves the residential community but is developed by a third party.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels9 records

Core offering

Hays Farm Homes is the exclusive on-site builder within the Hays Farm master-planned community in South Huntsville, Alabama, selling single-family homes in two neighborhoods (The Fields and The Forest). Buyers can choose quick move-in inventory homes or semi-custom builds with extensive personalization, supported by an interactive online home design tool, an on-site sales team, and integrated community amenities including retail, parks, and resort-style facilities.

Product overview

Hays Farm is a master-planned residential community in South Huntsville, Alabama, spanning 850 acres. The company offers two distinct neighborhoods—The Fields and The Forest—providing single-family homes ranging from approximately 1,800 to 4,800 square feet with 3-7 bedrooms. Home buyers can choose between quick move-in inventory homes ready for immediate occupancy or semi-custom homes with extensive personalization options through the on-site builder, Hays Farm Homes. The community also includes The Market at Hays Farm commercial retail center with Publix anchor, and two apartment communities (The Jessam and The Liam) for those seeking rental options. Pricing ranges from the low $500s to over $1 million.

Differentiator

Problem solved

Functional benefit

Brands

• The Fields: One of two neighborhoods within the Hays Farm master-planned community, offering lots with 3–6 bedrooms and 2–5 bathrooms.
• The Forest
• The Market at Hays Farm
• Hays Farm Central Park

Products and services

• The Fields Homes Single-family homes in The Fields neighborhood offering 3-6 bedrooms, 2-5 bathrooms, and 1,869-3,792 square feet, with pricing from the low $500s. Available as quick move-in or semi-custom builds for family homebuyers in the South Huntsville market.
• The Forest Homes Premium single-family homes in The Forest neighborhood offering 3-7 bedrooms, 2.5-5.5 bathrooms, and 2,913-4,770 square feet, with pricing from the mid $500s to $1 million. Available as quick move-in or semi-custom builds for buyers seeking larger homes. Phase 2 under construction as of 2024.
• Quick Move-In Homes Move-in ready inventory homes already built or in final construction stages, allowing buyers to skip the custom build timeline. Available in both The Fields and The Forest neighborhoods, enabling self-service discovery through the website portal.
• Semi-Custom Home Building Service Semi-custom home building service offering extensive customization options beyond typical builders, including layout adjustments, finishes, fixtures, and accessibility modifications (wider doorways, ramps, roll-under sinks, roll-in showers). Buyers work with a designer-led integrated process through an interactive online design tool.
• Interactive Online Home Design Tool Web-based tool (myhome.anewgo.com/client/haysfarmhomes) allowing buyers to pick their lot, choose layouts, customize finishes, and see real-time pricing updates without visiting in person. Available for both The Fields and The Forest neighborhoods.
• The Market at Hays Farm (Commercial Retail) Shopping center with 48,000+ sq ft Publix grocery anchor, 150,000+ sq ft of small shops and junior anchor space, plus multiple outparcels. Developed by Branch Properties as part of the master-planned community, serving both residents and the broader South Huntsville market.
• 2024 Huntsville Inspiration Home A two-story, five-bedroom showcase home built as the 2024 Huntsville Inspiration Home in collaboration with ten local designers and artisans, featuring custom backsplashes, wine display, chef's kitchen with Monogram appliances, and artistic cabinetry. Now available for sale.

Quantifiable outcome

• The City of Huntsville invested $7.1 million in Hays Farm Central Park, demonstrating strong public-sector commitment to the development.
• +3 more outcomes

Named customers7 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Ten partnerships are on record, tiered minor and core.

• Bostick Landscape ArchitectsminorImplementation/ SI/ Consulting Partner · 1 January 2024Bostick Landscape Architects designed the $7.1 million Hays Farm Central Park, a nine-acre urban sanctuary featuring a gazebo, windmill, lagoon with waterfall, pavilion, and walking paths connecting to the city's greenway network.
• Nola VanPeursem ArchitectsminorImplementation/ SI/ Consulting Partner · 1 January 2024Nola VanPeursem Architects provided architectural services for the Hays Farm Central Park project.
• Branch PropertiescoreStrategic or Co-development Partner · 1 October 2021Branch Properties, a Birmingham, AL-based commercial real estate developer, developed The Market at Hays Farm — a 23.5 million dollar retail shopping center anchored by a 48,000 sq ft Publix. Branch has developed and owned over 45 Publix-anchored shopping centers across the southeastern U.S. The partnership transformed the former Haysland Square property into a mixed-use commercial hub serving the Hays Farm master-planned community and South Huntsville.
• Tailwinds DevelopmentminorStrategic or Co-development Partner · 1 October 2021Lake Mary, Florida-based Tailwinds Development collaborated with Branch Properties on the Market at Hays Farm Publix-anchored shopping center, having built over 15 Publix-anchored centers in the last 20 years. James Genderau of Tailwinds noted that 'Publix has always been a pleasure to work with' and that teaming up with Branch Properties to bring Publix to South Huntsville 'made perfect sense.'
• Publix Super MarketscoreChannel Partner/ Reseller/ Distributor · 1 August 2021Publix serves as the grocery anchor of The Market at Hays Farm with a 48,000+ sq ft store. This is the 14th Publix location in Madison County, opened December 8, 2021. The anchor's presence validates the commercial viability of the South Huntsville retail corridor.
• 4Top Hospitality / AmerigominorChannel Partner/ Reseller/ Distributor · 1 January 2021Nashville-based 4Top Hospitality opened its first Alabama Amerigo restaurant (7,513 sq ft) at The Market at Hays Farm in August 2022, serving Italian cuisine.
• Tom Brown's RestaurantminorChannel Partner/ Reseller/ Distributor · 1 December 2020Tom Brown's Restaurant opened its second location at The Market at Hays Farm — a 6,000 sq ft steak and seafood restaurant.
• Bomasada GroupcoreStrategic or Co-development Partner · 1 October 2020Houston-based Bomasada Group acquired a 15-acre site within the Hays Farm masterplan development to develop Liam at Hays Farm Apartments — a 330-unit, Class A luxury apartment project. This partnership adds multifamily housing options to the master-planned community, contributing to the planned 600 multifamily units.
• City of HuntsvillecoreStrategic or Co-development Partner · 1 January 2018The City of Huntsville invested $7.1 million in the Hays Farm Central Park, increased its park commitment from $3.6 million to $4.6 million, and partnered on the broader $60 million South Parkway Restore Our Roads project. The city also built the new Grissom High School on donated Hays family land and completed the Haysland Road extension and greenway.
• 23+ Local Realtor PartnerscoreChannel Partner/ Reseller/ DistributorHays Farm maintains active partnerships with 23+ local realtors including Allie Wright (Amanda Howard Sotheby's), Heather Dozhier (Matt Curtis Real Estate), Mike Prosser (REMAX Alliance), Lisa Dickens (Coldwell Banker), Katie Gallagher (CLK Group REMAX), Reba Holdsambeck (Legend Realty), and others who refer homebuyers to the community.

Scale indicators9 records

Recent moves9 records

Expansion highlights6 records

Direct peers

• DSLD Homes: DSLD Homes is one of the largest privately held production homebuilders in the Southeast, with deep penetration in Huntsville and across Alabama. It is the closest direct competitor to Hays Farm Homes in the $300K–$600K segment, offering quick move-in and semi-custom homes in master-planned settings.
• Toll Brothers: Toll Brothers is a national luxury homebuilder with active communities in Alabama. It is the most direct competitor to the upper end of Hays Farm's pricing band ($700K–$1M+) in The Forest, and offers comparable customization through design studios.
• Stone Martin Builders: Stone Martin Builders is a Montgomery, Alabama-based production and semi-custom homebuilder active in Huntsville and Birmingham. It competes head-to-head with Hays Farm Homes on semi-custom single-family product and lot selection in price ranges spanning roughly $300K–$700K.
• Smith Douglas Homes: Smith Douglas Homes is a growing Southeast-focused production builder recently public on NYSE, with operations across the Carolinas, Georgia, Tennessee, and Alabama. It is a comparable mid-scale private builder in growth markets, now scaled beyond Hays Farm's footprint.
• Davidson Homes: Davidson Homes is an Alabama-based regional production builder with strong presence in Huntsville and Birmingham. It is a head-to-head competitor in the entry-level and first-move-up segments that overlap with Hays Farm's The Fields neighborhood.

Broad incumbents

• Lennar Corporation: Lennar is a top-three U.S. homebuilder with active communities in the Huntsville market. It competes on quick move-in and design-studio customization, mirroring Hays Farm's online design tool concept, but at a national scale with broader geographic diversification.
• D.R. Horton: D.R. Horton is the largest U.S. homebuilder by volume and operates multiple brands (D.R. Horton, Emerald, Express) across the Huntsville MSA. It competes with Hays Farm on entry-level and move-up production homes, but at significantly lower price points and with standardized build processes.
• Howard Hughes Holdings: Howard Hughes Holdings is the largest master-planned community developer in the U.S., operating communities like The Woodlands, Summerlin, and Bridgeland. While much larger and geographically diversified, it is the closest analog for Hays Farm's mixed-use, amenity-led, master-planned model.
• Century Communities: Century Communities is a top-10 U.S. homebuilder with active communities in the Southeast. It competes on production and quick move-in homes in the $300K–$500K band, overlapping with The Fields' lower price points.
• PulteGroup: PulteGroup (Centex, Pulte, Del Webb, John Wieland) operates nationally and in the Huntsville MSA across entry-level, move-up, and active-adult segments. Its Del Webb brand offers age-restricted communities comparable to lifestyle-amenitized product like Hays Farm.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCkvgDSBxNOXfAGCSt7Hq5dQ
• Facebookfacebook.com/HaysFarm
• LinkedInlinkedin.com/company/hays-farm
• Instagraminstagram.com/haysfarmsouthhuntsville

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Hays Farm