Introduction 

Retail growth continues to reshape northeast San Antonio — and Selma is leading the charge. A $1.7 million expansion project at The Forum at Olympia Parkway will bring two powerhouse retailers, Sierra and HomeGoods, to a shared 47,900-square-foot space. 

For residents in Selma, Schertz, Cibolo, and Live Oak, this means more shopping convenience and lifestyle variety. For the local housing market, it represents a powerful indicator of long-term economic confidence and sustained demand for homes across the I-35 corridor. 

This latest investment underscores what real estate professionals already know: when retail thrives, housing follows. 

Details of the Retail Expansion 

According to MySanAntonio, construction permits were recently approved for a $1.7 million buildout at The Forum at Olympia Parkway — one of the largest open-air shopping centers in the metro area. 

Key Project Facts: 

• Retailers: Sierra and HomeGoods 

• Total Size: 47,900 sq. ft. combined 

• Project Cost: $1.7 million 

• Location: I-35 & Loop 1604, Selma (17 miles northeast of downtown San Antonio) 

• Developer/Center: The Forum at Olympia Parkway 

The Forum already hosts high-traffic brands like Target, Best Buy, Old Navy, and HEB Plus. Adding Sierra, a popular outdoor and active-lifestyle retailer, alongside HomeGoods, a national home-furnishing favorite, broadens the center’s draw and reinforces Selma’s reputation as a regional retail anchor. 

Why This Matters for San Antonio Housing and Development 

1. Retail Strength = Residential Strength 

Retail expansion is one of the strongest signals of residential stability. National brands invest only where household incomes, spending power, and population density are growing — three metrics that Selma and its neighboring cities consistently outperform on. 

The northeast corridor’s steady population growth (projected at +2.3% annually through 2028, per ESRI forecasts) shows why these stores are choosing Selma. That same growth fuels housing demand for new buyers and renters alike. 

“Retail growth always complements residential demand. When buyers see strong anchors like HomeGoods moving in, it signals stability and growth. That’s exactly what keeps Selma and northeast San Antonio on the radar for homebuyers.” 
— Tami Price, Realtor® 

2. Increased Job Opportunities 

The Forum’s expansion brings new employment, both construction and permanent retail positions, strengthening the local economy. These jobs contribute to demand for rental homes, apartments, and entry-level ownership in surrounding communities — especially for those seeking short commutes. 

More jobs close to home translate to stronger local spending and reduced outbound commuting, supporting neighborhood vibrancy. 

3. Regional Draw Boosts Property Values 

The Forum already attracts shoppers from across Bexar, Comal, and Guadalupe Counties. Adding national retailers like Sierra and HomeGoods enhances its regional magnetism. 

For homeowners, proximity to such a destination often means: 

• Higher buyer interest when listing 

• Improved resale value due to convenience 

• Reduced market time (DOM) — homes in highly amenitized corridors tend to sell faster 

Neighborhoods near high-profile retail clusters (such as The Forum or The Shops at La Cantera) often see property premiums of 3 to 7 percent per square foot compared to similar suburban markets without retail anchors. 

4. Anchoring Northeast Growth Along the I-35 Corridor 

Selma’s position at the junction of I-35 and Loop 1604 gives it unmatched accessibility between San Antonio and New Braunfels. This corridor is projected to become one of Texas’s strongest economic engines as the two metro areas gradually merge — part of the “Texas Triangle” growth belt connecting Austin, San Antonio, Dallas, and Houston. 

Retail reinvestment like this indicates long-term developer confidence. As traffic increases and infrastructure improves, both residential and commercial land along I-35 are poised for appreciation. 

Market Snapshot: Northeast San Antonio 2025 

Selma 

• Median home price: ≈ $335,000 (up ~6.5% year-over-year) 

• Average Days on Market: 38 days (source: SABOR 2025 Q2) 

• New construction starts: +12% YOY due to proximity to I-35 and military commuters from Randolph AFB 

Schertz 

• Median sale price: ≈ $365,000 (up ~4.9% YOY) 

• Average DOM: 40 days (source: Redfin & Realtor.com) 

• Buyer mix: Military and relocation clients account for ~30% of transactions 

Cibolo 

• Median sale price: ≈ $355,000 (up ~5.8% YOY) 

• New homes: Builders like Perry Homes, Lennar, and Scott Felder expanding inventory through 2026 

These numbers demonstrate how consistently northeast San Antonio outperforms in both appreciation and absorption — trends strengthened by continuous commercial development. 

How Retail Growth Shapes Homebuyer Behavior 

Lifestyle Matters 

Today’s buyers — especially those relocating from Austin, Dallas, or out of state — weigh lifestyle convenience as heavily as square footage. Proximity to shopping, restaurants, gyms, and entertainment is now a top three search filter for many clients. 

Perceived Value and Stability 

Neighborhoods with modern retail infrastructure tend to maintain property values better during market slowdowns because residents view them as “complete communities.” 

Buyer Psychology 

When buyers see familiar national retailers moving in, they interpret it as a vote of confidence from major corporations. This perception can directly translate into increased urgency and willingness to pay for nearby homes. 

The Forum’s Role in Selma’s Transformation 

When The Forum first opened in the late 1990s, it helped establish Selma as a commercial destination. Today, it remains one of the metro’s busiest shopping centers, with foot traffic rivaling major urban malls. 

The addition of Sierra and HomeGoods reflects a second-generation investment cycle — a hallmark of maturing suburbs transitioning into fully developed, self-sustaining communities. 

• Sierra caters to outdoor enthusiasts and active families, aligning perfectly with Central Texas lifestyle demographics. 

• HomeGoods complements the area’s homeownership rate (>70%) and steady new-construction pipeline. 

Together, they balance recreation and home living — precisely what appeals to northeast San Antonio buyers. 

Expert Insight: Why Selma Stands Out 

“What we’re seeing is a natural evolution,” explains Tami Price, Realtor®. “As San Antonio’s core expands outward, suburban corridors like Selma and Schertz become new lifestyle centers. The more complete those communities feel — with retail, dining, and recreation — the stronger their real estate performance.” 

Tami also notes that Selma’s access to I-35 and Loop 1604 gives it unmatched commuter flexibility. “It’s perfect for buyers who work at Randolph AFB, New Braunfels, or even downtown. Add modern retail into the mix, and you have a very compelling package for both primary buyers and investors.” 

Practical Takeaways 

• Buyers: 
  Explore Selma, Schertz, and Cibolo now while prices remain accessible. Upcoming retail, job creation, and infrastructure upgrades suggest solid appreciation potential. 

• Sellers: 
  Emphasize proximity to The Forum and new shopping additions in your listing description. Marketing “near Sierra and HomeGoods” connects instantly with lifestyle-driven buyers. 

• Homeowners: 
  Expect steady long-term value support as retail density increases and amenities improve. Communities along I-35 and 1604 are well-positioned for sustained growth. 

Conclusion 

The arrival of Sierra and HomeGoods at The Forum at Olympia Parkway underscores Selma’s growing role as a northeast retail powerhouse. But more than that, it’s another marker in the evolution of northeast San Antonio — a corridor defined by strong job growth, accessible pricing, and continuous lifestyle investment. 

For homebuyers and investors, these are the signs that matter: thriving commerce, infrastructure momentum, and sustained population inflow. For sellers, it’s validation that your community is one of the region’s most desirable. 

As San Antonio’s I-35 corridor continues connecting southward and northward to Austin, expect Selma to remain a key growth node — where retail and real estate move hand in hand. 

Frequently Asked Questions

Q: Where is the new retail opening? 
A: At The Forum at Olympia Parkway in Selma, northeast San Antonio, near I-35 and Loop 1604. 

Q: How large is the project? 
A: 47,900 square feet of combined space, valued at approximately $1.7 million. 

Q: Why does retail matter for real estate? 
A: Strong retail anchors increase neighborhood appeal, support job creation, and enhance long-term property stability. 

Q: Which areas benefit most? 
A: Selma, Schertz, Live Oak, and Cibolo are closest to The Forum and likely to see the strongest residential impact. 

Q: Is now a good time to buy in northeast San Antonio? 
A: Yes. Interest rates have moderated slightly, while retail and infrastructure investments are accelerating — a healthy combination for buyers seeking equity growth.