A As a developing country, Indonesia's economic and population growthspurred up the government as well as large, medium and small scale private towndevelopers to continuously build and develop various sizes of real estate as part ofthe new urban areas development. Through the country's economic ups and downs,differences in size of the development area and differences in the developermanagement characteristics will greatly determine the ability and endurance ofdevelopers in passing through various business processes. This will also determinethe formation of urban areas morphology. To understand this process, the researchfocus was on several developers in the Serpong, Tangerang area, in the form oftaking empirical data from three large private developers, including Bumi SerpongDamai, Alam Sutera and Summarecon Serpong with different shareholders. Eachdeveloper has a different characteristic since its start of the land acquisition processand master plan as well as land use allocation, building massing and circulationpath planning, road and parking (circulation and parking). These efforts are directlyrelated to the developer's business cycle, capital capacity, production and marketingof property products related to its management policies, from the beginning to thepresentThrough field observations and quantitative research, the hypothesis willbe disclosed that design planning and development of the 3 elements of the urbanmorphology forming will be influenced by the developer’s managementcharacteristic and also affected by the developer’s business cycle in the form ofmanagement policies and capital, production and marketing capabilities, also takinginto account consumer purchasing power, this affects the physical development ofproperty so that it directly plays a role in the formation of the urban morphology.The development of the urban morphology built by private developers has differentbusiness cycles depending on the developer’s characteristics. Therefore this issueis interesting as research object