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