Will Home Buyers Buy New Construction Based on a Brand Name? - Massachusetts Blog

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Real Estate Agent with The Buyers' Counsel

New Construction ManPulte Homes is gambling on this possibility with its new marketing strategy.   

When I work with clients in Metrowest Massachusetts and the Greater Boston Area to help them search for new construction, the criteria is usually based on location, price, style and, of course, the builder must have a good reputation.   

Pulte Homes, which on Tuesday bought out Centex for 1.4 billion in stock to become the nation's largest home builder, is banking on a new marketing strategy to win over buyers.  After hiring a new chief marketing officer, their plan is to focus on value and monthly payments rather than location or school district.  The hope is that the name "Pulte" will be associated with the move-up buyer leaving their "Del Webb" moniker to target the 55 and older sector. 

The company plans to play up its quality and service in an attempt to become a household name in the building industry.  Many builders have tried this and failed, with Toll Brothers being one of the few exceptions.  

Given the current concerns that are running rampant these days about shoddy construction by questionable builders who cashed in during the boom, the company feels that there might be a place for name recognition that could soothe the home buying public with promises of a known quantity that will guaranty a certain standard of bankable quality. 

Their basic premise is that the consumer will be lulled into building their dream home based on a national brand name. 

In your search for a newly constructed home, could you see shopping by brand? 

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Copyright 2009 - Claudette Millette, President,TheBuyersCounsel -  800-392-1446, E-mail    

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Judi K Barrett
Judi Barrett~Integrity Real Estate Services~Idabel, Oklahoma - Idabel, OK
BA, Integrity Real Estate Services -IDABEL OK

Claudette, you continue to provide interesting news for your clients and customers.   In my rural area, most homes are custom built by local contractors. 

Aug 22, 2009 12:43 AM #1
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Claudette Millette
The Buyers' Counsel - Ashland, MA
Buyer, Broker - Metrowest Mass

Thanks very much, Judi.

The same is true in my area and probably in most of the country. I think what Pulte has in mind is to try to change this by increasing the awareness of them as a brand. It's an interesting marketing concept; however, I think it's a huge hurdle for them since all real estate is local and most areas have local builders who are reputable and trusted.

Aug 22, 2009 06:12 AM #2
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Claudette Millette

Buyer, Broker - Metrowest Mass
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