Longtime South Florida homebuilder Harry Posin was intrigued by the four acres along Dixie Highway south of downtown West Palm Beach.

Dixie has its rough patches, but Posin figured this property had plenty of selling points – particularly its location in the middle of Antique Row, the quaint shopping district of mom and pop shops.

“I saw the potential for a great mixed-use site with townhomes and retail that would complement and enhance Antique Row,” Posin said Tuesday.

Posin’s Fort Lauderdale-based firm, Label & Co. Developments Inc., bought the land from a Palm Beach Gardens real estate company last year for $3.6 million and will formally launch Villas on Antique Row this weekend.

The project, at 3608 S. Dixie Highway, has 46 townhomes priced from the low $300,000s to the low $500,000s. There also are 11 for-sale storefronts, all of which have been sold.

Roughly a quarter of the two- and three-bedroom townhomes are under contract, and Posin expects to complete the development by the end of the year as the new-home market steadily improves.

“It’s a low-hanging-fruit kind of project,” said Anthony Trella, an industry consultant in Deerfield Beach. “The product is in high demand, and it’s in close proximity to jobs and entertainment. I’m not saying it’s foolproof, but it just has so many things going for it.”

Posin, 59, started Label & Co. in 2009 after spending 25 years with Minto Communities, a Canadian builder with South Florida operations in Coconut Creek.

Posin oversaw such projects as Olympia in Wellington, Riviera Isles in Miramar and WaterGarden in Fort Lauderdale.

Roger Greenberg, executive chariman of Minto, said Posin is an entrepreneur who needed to branch out after operating under corporate constraints.

“He’s as close to a brother as I’ve ever had,” Greenberg said. “If he didn’t go out and do his own thing at that time, he never would have.”

Label & Co.’s first project was a joint venture with Fort Lauderdale developer Terry Stiles. They built Centra, a 198-unit townhome community off Yamato Road in Boca Raton. It sold out in 2012.

Posin said he’s eager to find a third project and checks for new opportunities each day.

“I build, sell, close and look,” he said. “It’s a simple life.”