Toll Brothers — one of the nation’s largest builders of luxury homes — has its sights set on penetrating a larger share of the Dallas housing market. The Pennsylvania-based homebuilder known for upscale homes in the $800,000-and-up range has many projects in the Dallas area in the works. The company spoke about its plans at the National Association of Real Estate Editors conference, according to the Dallas Morning News.

Last year, about 300 of Toll Brothers’ 6,098 closings nationwide were in North Texas. While the company says it still hasn’t fully recovered from the recession, it’s aiming to sell 7,200 homes in the U.S. this year.

In addition to the company’s role in the new home construction boom in North Texas, Toll Brothers is in the mix with residential high-rise development in hot urban areas of Dallas. Though the division has two dozen residential high-rises to its credit in the New York market and 12,000 apartments under development, it’s looking to make its debut in Dallas with a high-rise residential project — with “condo-quality” rentals — in Oak Lawn between Turtle Creek and Oak Lawn Avenue that would replace existing apartments. The company says it is also working on a project in Fort Worth.

Speaking at the conference, Toll Brothers CEO Doug Yearly said the company wants to “do more in Texas.” He also said that baby boomers have been the driving force of his company’s customer base for decades, and the urban lifestyle trend is no exception.

"It's a huge housing demographic," Yearly said in the speech. "They are driving business today as they are moving downtown. They are buying in the active adult communities, and they are buying second homes."