Developer Keith Groff had a message for others considering building in Atlantic City: “Now is the time. Anyone who’s thought about getting in, you gotta get in right now. Don’t wait.”

Groff spoke from experience as he stood outside the second phase of Lighthouse Row, the residential community he built in the Southeast Inlet.

The pound of hammers and whir of machinery played in the background as Mayor Marty Small and other city leaders joined Groff to talk about the second phase of his latest venture before taking those gathered on a tour of the seven luxury homes currently under construction.

The mayor talked about several ongoing construction projects, saying it all started with Groff.

“On behalf of the great city of Atlantic City we congratulate you, we appreciate you and keep the development coming,” Small told him.

Groff risked every property he owned to make his vision for the area come true, he said.

Not only did he sell multiple Atlantic City properties that included successful Airbnbs, but put up his own home.

Things looked dark for a minute, he admitted, and then he made the first two sales at that now-complete first phase.

“I woke up from a dream to build on this land that I did not own,” Groff said as he stood in the area in March 2024, as Phase 1 was under construction.

He promised it would be done.

On Wednesday, Small already was talking about Groff having the city’s full support for a Phase III.

The group of homes was named by Groff’s father due to their location just steps from the Absecon Lighthouse, with a nod to Philadelphia’s famed Boathouse Row.

Like the boathouses along the Schuylkill River, the outside lights on each home go on at sunset and turn off at sunrise. Residents do have do have the option of turning them on or off themselves as well.

The homes include an outdoor shower, and a two-car garage on the first floor. There are three bedrooms and two full bathrooms on the second floor, with option of turning the front all-purpose room with balcony into another bedroom.

The third floor has a living room, kitchen and dining area, washer and dryer closet and another bedroom.

Groff now lives in the end house of the eight completed homes.

Six others are occupied by those who paid between $630,000 and $825,000.

The eighth he still has, hoping it will be for his two brothers, one older and one younger. He also has a younger sister.

Groff, the second oldest of four, also has four children.

Before seeing what the finished project looks like, Groff gave a tour of one of the under-construction Phase II homes. He is hoping to have them ready for move-in by October or November.

During the press conference, Small kidded about how he had purchased “the one with the big flag.”

While some took him literally, BreakingAC can confirm the Smalls are not changing neighborhoods.