By Nick Janes

SACRAMENTO (CBS13) — An ambitious project is aimed at a younger crowd who may not be looking to buy homes is focusing on experiences over expenses.

The project south of Broadway called The Mill is targeted at a big demographic traditionally hesitant to take on a home mortgage—Millennials.

Russell Breton is the man behind the marketing with a distinctly youthful vibe.

“They’ve got school debt; they’ve got career aspirations they’ve got a lot on their minds and buying a house isn’t always something that they’re like, ‘Yeah I wanna tackle that right now,’” he said.

In his two-minute promotional video for the new development, he doesn’t mention home buying once.

“What we wanted to do is communicate the vision of The Mill before we asked anyone to be a part of The Mill,” he said.

The price point will be lower, starting below $200,000 and heading up to around $400,000. The lots are also smaller, which will limit maintenance and upkeep. It will also feature a park with a walking and biking trail.

The bricks from an old building will be saved and reused as it becomes a public market. Project manager Kevin Smith says they intend to preserve some of the look and feel of what used to be an industrial hub.

“We want to ground the new in what has been so there’s a sense of place to start with,” he said.

It’s a mix of new and old with a simple sales pitch from Smith.

“Give up the acreage and the mower and really enjoy your life,” he said.

Model homes will go up by late August, and a few months later the first families will move in to what’s expected to be more than 800 homes.