L
lano Real Estate, based in Amarillo, is launching the Rock Ridge project in Potter County, slated to deliver 1,150 homes. The site sits south of Lopp 335, north of Hester Street, with room for future expansion. “If you build it, they will come,” the developers echo, citing a long‑standing shortage of lot inventory in Amarillo and stagnant growth on the county’s northern side. Partner Josh Langham notes the need to add housing to support the local workforce.

    Potter County Commissioner John Coffee, representing Precinct 3, stresses that the new homes will attract young families and broaden the tax base, potentially lowering rates. Both developers and investors point to the urgent demand for new residences, arguing that the current lot supply is insufficient to meet regional needs.

    The project aims to create family‑friendly homes that could draw children back to Potter County, possibly reopening schools closed by the Amarillo Independent School District due to declining enrollment. Langham says the development could prompt AISD to redraw attendance zones and reinstate a Pleasant Valley campus.

    Groundbreaking is slated for January, with construction slated to begin in summer 2026. The development is expected to take six to seven years to complete.