Client: Del Webb Communities

Description:

Del Webb is an established leader in active adult living, passing on a legacy of vision that began with its founder, Del Webb. For active adults, 55 and better, Del Webb communities represent a style of living unparalleled in the industry. Del Webb is a member of the Pulte Homes family, a partnership that has created generations of satisfied customers and built over 450,000 homes.

Del Webb's active adult communities welcome residents 55 and better to discover a unique and rewarding lifestyle. World-class recreational amenities become a meeting place for new friends and new interests. And the community itself becomes a new place to call home. Beginning over 45 years ago, with the first Sun City near Phoenix, Arizona, Del Webb has maintained a commitment to innovative and quality home designs that appeal to all styles of living.

On July 31, 2001, Pulte Homes, Inc. and Del Webb Corporation merged. The combined companies have become the nation's largest homebuilder, with a size, geographic presence and product portfolio unrivaled in the homebuilding industry. Del Webb and Pulte Homes holds leading market positions throughout the United States. This $14.7 billion homebuilding powerhouse invites you to become a Homeowner for Life, so you, too, can experience the true customer satisfaction backed by decades of delivering quality homes and lifestyle amenities.

Situation:

Sun City Hilton Head began development in 1996 as the first Del Webb Community in the Southeast. Beginning in 2004, Del Webb expanded to Charlotte, Raleigh, Atlanta, Nashville and Charleston.

Competition from other developers, claiming the active adult lifestyle, increased as the baby boomer demographic continued to grow.

Strategy:

The credibility of Del Webb for inventing the active adult lifestyle and the homebuilding expertise of Pulte Homes provided the basis for a combination that has no competition.

"Position the Competition"

Del Webb is positioned as the expert in the active adult lifestyle. Since the inception of the first Sun City in 1960, Del Webb has been developing communities and homes designed specifically for the active adult lifestyle.

While others may claim to be active adult communities, Del Webb delivers with a lifestyle director and extraordinary amenity package head and shoulders above the competition.

"Speak to the Target"

Making the emotional connection with the target audience is paramount to engaging the buyer. By understanding the life experience of the target audience and the mind set of the active adult, creative was designed that speaks directly to this audience.

"Differentiate Del Webb from Other Active-Adult Communities"

The Del Webb difference is what separates these communities from other age restricted communities. The location of these communities, near major metropolitan areas and resorts, combined with the world-class amenities, and facilitated by the lifestyle director, make Del Webb Communities the clear leader in this category.

Results:

• Established brand identity for Del Webb in the Southeastern region.
• Introduced new Del Webb communities across the southeast United States.
• Doubled sales year after year, two years running in Hilton Head location.
• Produced Lead Generation averaging 600 new leads per week.