Pricing seems fairly in line with other newer areas based on my understanding of high 500's as a entry price point for a detached double garage home.
Of course this is going to go up with upgrades or your lot selection which might be how you are getting to the 650-700 range?
As a pro, you are getting into an area that is already established. No waiting for the commercial amenities to be constructed or wondering "when / if" they will be built.
I could see the location be extremely appealing to some. A newer home in this price range right now is typically in a community that isn't overly drive friendly to get downtown. Not that this is a great drive to downtown but better than the other options.
Let me know if you have any questions or advice on the process / lot / selections, etc.
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