Hardware Lane Studio — Sell it before you build it

The name

Three words. Three jobs.

Hardware

What we make is the project's hardware — the name, the brand, the plan, the renderings, the site, the signs. The physical kit a project needs before it exists.

Lane

Take your own lane. A project with its own name, look and price argument isn't competing in the general listings. And we stay in ours: land and low-rise presales, nothing else.

Studio

Where it all happens. One place that names it, brands it, draws it, prices it and launches it — one source of truth, so nothing can disagree.

Where the name comes from

Hardware Lane runs between Bourke and Lonsdale Streets in Melbourne and took its name from the hardware merchants who supplied the city's builders. Our founder grew up with it. The mark is the lane itself: two warehouses and the slot of light between them — which is also an H.

Work

Sold on paper.

Our first case studies are the founder's own developments — the studio was built by doing this for ourselves first. Every figure below is real, and every rendering is an artist's concept.

01 · Vesper at Snowbird Hollow

Franklin, Tennessee · six estate parcels · 58 acres

Aerial artist's concept of an estate on the Vesper land — Aerial · artist's concept

Traced interactive site plan over the aerial basemap with six numbered parcels — Interactive site plan

Dusk artist's concept, windows lit — Dusk · artist's concept

Vesper road sign artwork — Road sign 96 × 48

Outdoor room and pool looking to the hills, artist's concept — Outdoor room · artist's concept

A 58-acre tract at the Goose Creek end of Snowbird Hollow Road, bought in August and on the market with a name, a brand, a traced interactive site plan, twelve renderings, a three-page brochure, a builder briefing, signage, social and a 90-day playbook — all built from one facts file, in days. Priced deliberately under its own submarket per acre and proven with a comp chart, with pre-development pricing until the plat records.

Parcels6 · 6.19 to 15 acres Offered$11.2M list · $9.52M pre-development Per acre$194k list vs $246k submarket closed PositioningSold as land, no builder requirement Sitevesperfranklin.com

DeliveredBrand · site plan · 12 renderings · website · brochure · builder deck · playbook · signs · social PackageSellout-tier scope TimeDays, not months

What the same kit billsFeeBasis

A New York / Miami presales house$55–80kBrand $10–15k, custom site with interactive plan $20–35k, a dozen renderings as photoreal CGI, deck, brochure, playbook, signage, social

A good regional agency$32–45kSame inventory at regional rates, renderings priced as concept art

Hardware Lane Studio$24,500The Sellout package — and it includes the pricing argument nobody else sells

02 · The Highlands at Carters Creek

Two phases on Thompsons Station Road West. Phase 1: 24 acres cut into three 8-acre lots, all sold. Phase 2: 36 acres cut into a 20-acre and a 16-acre estate lot, each perc'd for a primary residence plus an accessory dwelling, now listed. The playbook here — buy under ask, cut to the lot size the market is actually short of, price it against the comps, sell it with its own name — is the playbook we run for clients.

thehighlandstn.com · Thompson's Station, Tennessee

$1,125,000

Lot 1 · 8 ac · sold Feb 2025

$1,200,000

Lot 2 · 8 ac · sold Aug 2025

$1,150,000

Lot 3 · 8 ac · sold direct

$3,000,000

Phase 2 · 20 ac · listed

$2,250,000

Phase 2 · 15.65 ac · listed

2.3×

Phase 1 exit on per-acre basis

Packages

Three packages. Published prices.

Named for the milestones a project actually passes. Every package runs the same method and ends with a launch, not a handoff of files. Anything can be bought à la carte.

Plat

$9,500

3–12 lots. The project needs a name, a look and a place to send people. About three weeks.

Discovery call and written project brief
Naming — five candidates, domains checked — and parcel names
Brand identity: mark, palette, type, standards
One-page website with interactive site plan and gated brochure
Brochure PDF: parcels, plan, price schedule
Road sign and parcel stake artwork
Six social tiles

Start with Plat

Launch · most projects

Launch

$16,500

6–40 lots. Everything to open sales with pre-development pricing. Four to five weeks.

Everything in Plat
Concept rendering set: 8–12 images in five kinds of light
"What gets built here" product brief
Builder and investor briefing deck
90-day launch playbook with dated sequence
Photography and drone day, art-directed
Twelve social tiles and a five-email sequence
Google Business Profile and social handles set up

Start with Launch

Sellout

$24,500

Raw tract or 20+ lots. Concept, price and go-to-market from the ground up. Six to eight weeks.

Everything in Launch
Conceptual lot layout and yield study
Pricing strategy and CMA-backed market evidence
Builder and buyer outreach lists with scripts
Full signage set including entry monument
CRM pipeline, lead routing and reporting
Paid media launch setup
First three months of the through-sellout retainer

Start with Sellout

Founding clients. The first three projects get Launch at $10,000 in exchange for a named case study and a testimonial on film.

Through sellout. A retainer of $1,500–3,500 a month keeps the site, the aerials and the social current as lots go under contract — every status change is a rebuild and a post.

Method

Six stages. Five sign-offs. Twenty-five working days.

Every deliverable is built from one facts file — survey figures, parcel schedule, prices, names, copy — so the site, brochure, deck and signs can never disagree. A client who signs the brief on day two launches on day twenty-five.

Discover

A 45-minute call and an eight-block questionnaire. The real deadline, who actually buys, the price you believe.

DAY 0–2 · BRIEF SIGNED

Brief & concept

Names with domains checked, a direction board of six complete routes, the price argument we intend to make.

DAY 3–7 · DIRECTION CHOSEN

Brand

Mark, lockups, palette, type and a standards sheet. Files in every format you will ever be asked for.

DAY 8–12 · BRAND APPROVED

Draw

The interactive site plan traced over the aerial, the rendering set, the photography day.

DAY 10–17 · RENDERS CUT

Build

Website, brochure, deck, signage and social — from the same source, in one build.

DAY 15–22 · PROOF APPROVED

Launch

Deployed on your domain, playbook in hand, the first post scheduled. Then the retainer, if you want it.

DAY 23–25 · LIVE

The 7-day promise

Concept board inside seven working days of your deposit — or the deposit comes back.

Half on signing, half at launch. Two revision rounds per deliverable. The work is yours on final payment; the site lives on your domain, so if you ever leave, you keep it.

Founder

Built by a developer who had to sell his own lots first.

Luke Chadwick has spent thirty years in real estate — as a broker running project sales, as a principal, and for the last several years as a land developer in Williamson County, Tennessee, buying raw tracts, cutting them into estate lots and selling them under their own names. He is also a licensed auctioneer, which is another way of saying he has watched a market set a price in real time more often than most.

Hardware Lane Studio exists because the presales kit he built for his own projects — the brand, the traced site plan, the renderings, the price argument — was the thing other developers kept asking for. Born in Melbourne; named for the laneway where the city's builders bought their tools.

ProjectsCobbler Ridge · Thompsons Station West · The Highlands at Carters Creek · Vesper at Snowbird Hollow

RolesLand developer · Broker affiliate · Licensed auctioneer

CommunityWilliamson County Association of Realtors — Advocacy Committee vice-chair

AlsoAuthor, The Williamson County 2040 Report

Start a project

Tell us about the land.

Eight questions to begin. We come back within two working days with a written brief, a package recommendation and a dated schedule. No obligation until the brief is signed.

hardwarelanestudio.com · Franklin, Tennessee