1. Del Webb Homes – Harnessing
Technology & Consumer Advocacy
Julie Mynster, Director of Consumer Engagement
PulteGroup,Inc

2. 2
 600,000 homes since its
founding in Michigan in 1950
 Multi-brand strategy serves
major customer groups

3. Broad Market Presence in Top Metro Markets

4. 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

6. Changing Face of Del Webb

7. 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

8. 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

9. Historic Marketing Methods Would No Longer Cut It

10. How Do We Reach The Evolving 55+ Target?
 Leverage Technology
 Connect on Their Terms

11. Product Adapting with Our HomeOwners
 Stylish
 Functional

12. Easier Not Older
Raised Dishwashers
Zero Entry Showers
Fixed Attic Access Stairs

13. Leverage New
Channels
 National TV
 Consistent Marketing
Messaging
 Easy Engagement
 Leverage Peers

14. National TV

15. Historic Local Media Add National TV
Direct Response vs. Broadcast
 29% Spend Decrease
 243% Reach Increase

16. Online Delivers on
Offline
 TV calls-to-action
 Access Anytime
 Record-Breaking
Traffic

17. Explore Del Webb
 Product Test
Drive
 Strongest Lead
Converters

18. Ask A HomeOwner
 Virtual Recreation of
Offline Program
 No High Pressure
Sales
 Connect Before
Visiting
 500+ Since Nov‘12
Launch

19. Click-to-Chat
 Instantaneous
 75% Increase
During Media
 Top 3 Lead Source

20. Ratings & Reviews
 Owner Advocates
 Transparent
 Online
Expectations
 Mitigated Risk
 100+ Reviews

21. Risk Worth The Reward

22.  Cost Per Acquisition
Down 23%
The Results
 Explore Leads up 100%
 Sales Exceeded
Objective by 24%

23. Thanks!
Julie Mynster, Director of Consumer Engagement
Julie.Mynster@PulteGroup.com