`docs/product/POSITIONING.md`

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# Positioning

**One place to discover, compare, and contact builders for newly constructed homes
across the United States.**

## Consumer promise
Every new home. Every builder. One search. Verified from the source.

## The gap (validated 2026-07-22)
A Google search for "spec home listing" returns: individual builder websites, generic
resale portals where new construction is an afterthought filter, lead-gen aggregators
with stale or partial inventory, and blog posts explaining what a spec home is. There
is **no dedicated, trustworthy, one-stop search for builder spec inventory** — buyers
must visit dozens of separate builder sites that never meet. That fragmentation is the
product thesis: builders each publish inventory on their own site (D.R. Horton, Lennar,
Pulte, Toll Brothers… 30+ national/regional sites and hundreds of local ones), and no
neutral surface unifies them with verification labels and freshness guarantees.

## Why we win (defensible asset)
Not "a large crawler" — a **permission-aware, evidence-backed, frequently verified
national database** of new-construction inventory:
- every fact carries source evidence + retrieval timestamp,
- verification labels derive from how data was collected and never overstate it,
- stale inventory is labeled, not hidden,
- builder relationships upgrade sources from crawl → feed → partnership.

## Current acquisition wave
Top 30 national builders registered in the source registry (2026-07-22). Recon
verdicts recorded per source; adapters ship for the cleanest sources first
(Toll Brothers sitemap-sanctioned JSON API, Taylor Morrison JSON-LD + llms.txt
invitation, KB Home embedded regionMapData, LGI __NEXT_DATA__). Sources with
robots-restricted inventory paths (Century Communities /site-data/*) stay
community-level only pending a partner-feed conversation.