After living in Australia this is a common thing over there.
a large plot of land is divided into a few dozen house plots, the local companies come in and buy and build their design house on that plot, punters then visit at the weekend and walk around all the show houses.
you pick a builder you like and commission them to build on a plot you have or they will have other plots on other sites.
I really hate the English way of a divided up estate all built by the same contractor in the same boring design to the same poor standard.