2013 pulte group aims presentation
DESCRIPTION
TRANSCRIPT
Del Webb Homes – Harnessing
Technology & Consumer Advocacy
Julie Mynster, Director of Consumer Engagement
PulteGroup,Inc
2
600,000 homes since its
founding in Michigan in 1950
Multi-brand strategy serves
major customer groups
Broad Market Presence in Top Metro Markets
Positioning: Crafting smart, life-enhancing environments
that enrich everyday life
Target: Entry-Level Buyers
Positioning: Bringing pride of homeownership within reach
Positioning: Inspiring life’s most exciting possibilities
Target: Move-Up Buyers Target: Active Adults
4
Engaging All Major Customer Segments
Changing Face of Del Webb
7
Positive Market Opportunity for Active Adult
0
10
20
30
40
50
60
70
80
2010 2015 2020
U.S. Population Over 55 (in millions)
• 2012 recovery in demand
among the segment
• Buyer segment one of the
largest and most affluent
– 50% increase by 2023
Boomer Attitudes
Financially Stable But not where they thought they’d be
Socializing & Personal
Relationships Priority
Take Care of Themselves
Technology is a Useful Tool
No Intention of Becoming
Their Parents
Most Marketing Friendly
Consumer in American History
Historic Marketing Methods Would No Longer Cut It
How Do We Reach The Evolving 55+ Target? Leverage Technology
Connect on Their Terms
Product Adapting with Our HomeOwners
Stylish
Functional
Easier Not Older
Raised Dishwashers
Zero Entry Showers
Fixed Attic Access Stairs
Leverage New
Channels
National TV
Consistent Marketing
Messaging
Easy Engagement
Leverage Peers
Historic Local Media
Add National TV
Direct Response vs. Broadcast
29% Spend Decrease
243% Reach Increase
Online Delivers on
Offline
TV calls-to-action
Access Anytime
Record-Breaking
Traffic
Explore Del Webb
Product Test
Drive
Strongest Lead
Converters
Ask A HomeOwner
Virtual Recreation of
Offline Program
No High Pressure
Sales
Connect Before
Visiting
500+ Since Nov‘12
Launch
Click-to-Chat
Instantaneous
75% Increase
During Media
Top 3 Lead Source
Ratings & Reviews
Owner Advocates
Transparent
Online
Expectations
Mitigated Risk
100+ Reviews
Risk Worth The Reward
Cost Per Acquisition
Down 23%
The Results
Explore Leads up 100%
Sales Exceeded
Objective by 24%
