Once the boom was under way, however, Toll Brothers began to try new things. It broadened its product line by building more condominium units and retirement communities. More significant, it scouted property far from its traditional base in the Northeast. By the late 1990's, Toll Brothers possessed land in 18 states. The company purchased expensive urban sites in Jersey City and Manhattan; it even bought the hulking Maxwell House factory on the Hoboken waterfront, across the Hudson River from Midtown Manhattan, in partnership with another firm, in order to demolish the industrial shell and transform the site into a gigantic condominium complex. According to Bob Toll, he came to see his company as one that could build any kind of luxury home, in any style, in any place where there was opportunity. And to him, that opportunity to sell luxury properties to Americans seemed immense.