A national analysis in February found that metro Atlanta ranks third in the U.S. “boom” of build-to-rent housing, and that trend shows few signs of petering out. 

The latest company to dip toes in the BTR zeitgeist is Crescent Communities, a Charlotte-based developer that’s been building trendy, mixed-use apartment complexes in hot intown Atlanta neighborhoods such as Buckhead and Old Fourth Ward for years. 

Crescent officials announced Thursday they've closed on acreage in Lawrenceville, Gwinnett County's growing county seat, to build the company's first BTR community (non-apartments) in metro Atlanta.

The project—Harmon Cedar Run, a joint venture with Heitman LLC—will claim 38 acres. Site plans call for 151 townhomes and standalone houses, with three or four bedrooms each, along with a network of walking trails and sidewalks linking the community with surrounding nature. 

In terms of amenities, expect a game lawn, pool, large greenspaces, and a multipurpose sports court, according to Crescent officials. 

Site plan for Harmon Cedar Run’s 151 BTR houses and townhomes in Lawrenceville. Courtesy of Crescent Communities

The project is scheduled to barrel forward quickly, with the first move-ins anticipated later this year. (We asked Crescent reps Thursday for a specific site address and more renderings and will post if those come.) Harmon Cedar Run’s range of rent pricing hasn’t been specified. But the intent of the Harmon brand, according to Crescent, is to introduce “best-in-class suburban multifamily communities with local character at a more approachable cost.” [UPDATE: 12:59 a.m., May 5: The project address is: 1575 Cedars Road SE Lawrenceville.] 

A key selling point will be proximity to job and lifestyle hubs in the area, including Georgia Gwinnett College, the expanding campus of Northside Hospital Gwinnett, Primerica’s corporate headquarters, and a Publix distribution center, per the developer. 

As with other metros, the BTR model has drawn criticism around Atlanta for claiming available land that could have gone to for-sale housing, where first-time homebuyers in particular could start to build wealth via equity. Advocates say the rental housing allows occupants flexibility that mortgages don’t, with options that are typically larger than apartments.

Gwinnett's county seat (top right) in relation to ITP Atlanta. Google Maps

Crescent says its financial partnership with Heitman, which has ballooned its initial investment of $235 million to $345 million, reflects a growing appetite for single-family rentals in growth markets such as Arizona, Florida, Georgia, North Carolina, Tennessee, and Texas. DRB Group has signed on as the Lawrenceville development’s homebuilder. 

Harmon Cedar Run marks Crescent’s 13th multifamily venture in metro Atlanta. 

The developer’s recent intown projects include 14-story Novel Midtown, the 340-unit Novel West Midtown, and mixed-use Novel Blandtown, which broke ground last year along Huff Road. 

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