Daily Real Estate News  |  September 22, 2009  |   Pulte Tries New Marketing Approach
Pulte Homes recently hired an automobile marketing veteran to help it brand its properties and attract buyers at every stage in life.

Pulte’s new strategy will push its three distinct home-building segments: Centex for first-time buyers, Del Webb for the over-55 crowd, and Pulte’s traditional market, the move-up buyer.

Pulte’s new hire, Deborah W. Meyer, who previously sold Lexus, Chrysler, and Ford, says her first task is to define Pulte’s brands clearly so that potential buyers know which brand is most likely to meet their needs.

Pulte CEO Richard J. Dugas Jr., whose company lost $4.4 billion in the last two and a half years, hopes the new strategy drives prospects.

"If I can get 30 percent to 40 percent more traffic, I will sell more homes," Dugas says.

Source: Forbes, Joann Muller (09/22/2009)