Richard Douglass Douglass: “Now is the time to change the paradigm. Ultimately, it’s about developers finding a place where the idea that new and vibrant living is welcome and not a negative.”

ORANGE COUNTY, CA—The simple truth about what Orange County developers are doing to make homes more affordable in the region is, “We are not doing nearly enough,” Trumark Homes’ Southern California division president Richard Douglass tells GlobeSt.com. The California-based homebuilding company is introducing four new residential communities in attractive suburban markets throughout Southern California totaling 363 new homes all in various stages of development: Upcoast in Costa Mesa, Tribella in Santa Ana and Bristol and Founders in Chino Hills. We spoke with Douglass about the affordability question and what strategies developers can use to remove or reduce the obstacles to building entry-level homes in this market.