Toll Brothers Taps into Greenville's Luxury Boom with New Community

SIMPSONVILLE, SC – December 18, 2025 – As the Greenville metropolitan area continues to solidify its reputation as a premier destination for upscale living, Toll Brothers, the nation's leading luxury homebuilder, has officially opened its latest community, Bethany Farms. Located in the highly desirable Five Forks area of Simpsonville, the development signals a strong vote of confidence in the region's burgeoning high-end housing market.

The new community features an exclusive collection of large, single-family homes situated on private, half-acre lots that promise scenic nature views. With prices starting in the mid-$600,000s, Bethany Farms is positioned to attract affluent buyers seeking space, customization, and a lifestyle rich in amenities.

"Bethany Farms is the perfect combination of luxury home designs, private home sites, and a premier location near vibrant Simpsonville and Greenville," said Jason Simpson, Group President of Toll Brothers in South Carolina, in a statement accompanying the announcement. The opening comes at a time when the entire Upstate region is navigating a period of dynamic growth and transformation.

A Market Primed for Premium Properties

The arrival of Bethany Farms is no coincidence. It aligns perfectly with the powerful real estate trends shaping Greenville County, which has been named one of the "Top 10 Hottest Housing Markets for 2025." The area's appeal is fueled by a potent combination of a robust job market, a celebrated quality of life, and a cost of living that remains competitive when compared to other major metropolitan hubs. This has created a steady influx of new residents, particularly from the Northeast, Atlanta, and Charlotte, many of whom are seeking luxury properties.

While the broader Greenville market has seen its inventory increase by over 44% in mid-2025, leading to a more balanced landscape and easing the fierce bidding wars of previous years, the demand for high-end homes remains strong. The median home price in Greenville reached $499,000 by November 2025, a 3% year-over-year increase. In Simpsonville specifically, the market has been characterized by lower inventory levels, which has sustained a competitive environment and spurred a wave of new construction. As of September 2025, homes in Simpsonville were selling after an average of 49 days on the market, underscoring the persistent buyer interest.

Bethany Farms enters this environment with an offering tailored to the specific desires of the modern luxury buyer. The development's half-acre lots provide a level of privacy and space that is increasingly rare and sought-after, distinguishing it from denser suburban developments.

Customization and Lifestyle as the New Luxury

Beyond just location and lot size, the new Toll Brothers community is a case study in the evolution of buyer expectations. The one- and two-story home designs, ranging from 3,200 to over 3,640 square feet, offer floor plans with 3 to 5 bedrooms and up to 5 bathrooms. However, the true centerpiece of the builder's value proposition is deep personalization.

Homebuyers will have access to the Toll Brothers Design Studio, a state-of-the-art facility where they can work with professional design consultants to select from a vast array of finishes, fixtures, and structural options. This includes everything from gourmet kitchen configurations and first-floor primary bedroom suites to expansive covered patios for outdoor living. This focus on customization places Bethany Farms in direct competition with established local luxury and custom builders like Dillard-Jones and CarsonSpeer Builders, who have long catered to clients seeking a personalized touch.

Furthermore, the community is designed to be more than just a collection of houses. Onsite amenities, including an outdoor pool and cabana, are integrated into the plan, providing residents with a built-in social and recreational hub. This emphasis on a holistic lifestyle experience is a key driver for today's luxury market, where buyers are purchasing not just a home, but entry into a complete community environment.

Balancing Growth with Infrastructure

The rapid development across Simpsonville has naturally raised questions about the impact on local infrastructure and public services. However, local government appears to be taking a proactive stance. The Simpsonville City Council's approved $26.5 million operational budget for the 2025-26 fiscal year includes significant investments, with $250,000 earmarked for road resurfacing and the establishment of a new Stormwater Capital Fund.

More pointedly, the city has been actively discussing new ordinances to strengthen stormwater management standards for all future developments, requiring systems to handle 100-year storm events. This forward-thinking approach aims to ensure that new growth, including luxury communities like Bethany Farms, does not unduly strain existing infrastructure.

For families, access to quality education is a critical factor. Residents of the new community will be zoned for the Greenville County School District, the largest in the state, which serves over 76,000 students and is widely recognized for its top-rated schools and diverse academic programs. The district's size and array of magnet and specialty programs provide a level of flexibility to accommodate students from new developments.

A Strategic Expansion for a National Leader

The launch of Bethany Farms is a calculated move within Toll Brothers' broader regional strategy. The Fortune 500 company already has a substantial footprint in South Carolina, with eight other luxury communities in the Greenville area alone. This latest project reinforces its commitment to the Upstate market.

The company's financial performance underscores its capacity for such investments. Despite a slight cooling in net contracts signed in late 2025 compared to a blistering 2024, Toll Brothers delivered nearly 3,450 homes in the fourth quarter of fiscal year 2025, generating $3.4 billion in revenue. With a year-end backlog of 4,647 homes valued at $5.5 billion, the company maintains a strong pipeline.

This disciplined expansion, which includes a land acquisition strategy focused on a 60/40 split between optioned and owned land, allows the builder to respond adeptly to market demand without overextending. By offering a mix of build-to-order homes and quick move-in properties, Toll Brothers is positioned to capture a wide spectrum of the luxury market, from those planning a future move to those seeking immediate relocation. The opening of Bethany Farms is not just another ribbon-cutting; it represents a significant investment in the enduring appeal of the Simpsonville and Greenville area.