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ORANGE BEACH, AL-Construction is underway on Phoenix West II, Brett/Robinson’s 19th condo development under the Phoenix brand name. The 358-unit, $200-million project, slated for completion in 2010, is already 50% sold out.

The 32-story development at 23450 Perdido Beach Blvd. will be the state’s largest building when completed. Bill Brett, vice chairman with Brett/Robinson in Gulf Shores, AL acknowledges future projects probably won’t be quite so elaborate.

“Phoenix West II is on the higher end of the market in terms of its height and amenities,” he notes. “I’m not sure we’ll do that again; it will likely be more prudent for us to be in a lower price range for buyers.” He says, however, that all of the four-bedroom units at Phoenix West II have been sold. The remaining three-bedroom units have asking prices starting at $550,000.

Brett/Robinson is the project’s general contractor and is handling unit sales. John M. Senkarik & Associates of Pensacola, FL is the project architect.

Brett tells GlobeSt.com his company develops condominiums based purely on market demand; the developer eschews bank loans. Before ground even breaks, a rendering of the project is produced, potential buyers are contacted, and units sold at what Brett dubs as “deep discounts,” with payment required in 30 days. With that money, land is acquired and development started.

The second phase offers the condominiums at the going market rate or a little less, which ensures construction can move forward to completion. Brett/Robinson also manages the buildings upon completion.

When it comes to future developments, Brett says there are some sketches on the drawing board. Though there are no timelines in place for the next project, “we anticipate that as soon as we get more sold from Phoenix West II, we’ll be ready to start the next one,” Brett says.

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