2013 pulte group aims presentation

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2013 pulte group aims presentation

  1. 1. Del Webb Homes – HarnessingTechnology & Consumer AdvocacyJulie Mynster, Director of Consumer EngagementPulteGroup,Inc
  2. 2. 2 600,000 homes since itsfounding in Michigan in 1950 Multi-brand strategy servesmajor customer groups
  3. 3. Broad Market Presence in Top Metro Markets
  4. 4. Positioning: Crafting smart,life-enhancing environmentsthat enrich everyday lifeTarget: Entry-Level BuyersPositioning: Bringing pride ofhomeownership within reachPositioning: Inspiring life’smost exciting possibilitiesTarget: Move-Up Buyers Target: Active Adults4Engaging All Major Customer Segments
  5. 5. Changing Face of Del Webb
  6. 6. 7Positive Market Opportunity for Active Adult010203040506070802010 2015 2020U.S. Population Over 55(in millions)• 2012 recovery in demandamong the segment• Buyer segment one of thelargest and most affluent– 50% increase by 2023
  7. 7. Boomer Attitudes Financially Stable But not where they thought they’d be Socializing & PersonalRelationships Priority Take Care of Themselves Technology is a Useful Tool No Intention of BecomingTheir Parents Most Marketing FriendlyConsumer in American History
  8. 8. Historic Marketing Methods Would No Longer Cut It
  9. 9. How Do We Reach The Evolving 55+ Target? Leverage Technology Connect on Their Terms
  10. 10. Product Adapting with Our HomeOwners Stylish Functional
  11. 11. Easier Not OlderRaised DishwashersZero Entry ShowersFixed Attic Access Stairs
  12. 12. Leverage NewChannels National TV Consistent MarketingMessaging Easy Engagement Leverage Peers
  13. 13. National TV
  14. 14. Historic Local Media Add National TVDirect Response vs. Broadcast 29% Spend Decrease 243% Reach Increase
  15. 15. Online Delivers onOffline TV calls-to-action Access Anytime Record-BreakingTraffic
  16. 16. Explore Del Webb Product TestDrive Strongest LeadConverters
  17. 17. Ask A HomeOwner Virtual Recreation ofOffline Program No High PressureSales Connect BeforeVisiting 500+ Since Nov‘12Launch
  18. 18. Click-to-Chat Instantaneous 75% IncreaseDuring Media Top 3 Lead Source
  19. 19. Ratings & Reviews Owner Advocates Transparent OnlineExpectations Mitigated Risk 100+ Reviews
  20. 20. Risk Worth The Reward
  21. 21.  Cost Per AcquisitionDown 23%The Results Explore Leads up 100% Sales ExceededObjective by 24%
  22. 22. Thanks!Julie Mynster, Director of Consumer EngagementJulie.Mynster@PulteGroup.com

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