2013 pulte group aims presentation

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

National TV

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%

Thanks! Julie Mynster, Director of Consumer Engagement

Julie.Mynster@PulteGroup.com