Pulte Homes, Albuquerque, NM

Brief Narrative
In early 2005, Pulte Homes purchased Sivage Thomas Homes in Albuquerque, New Mexico. Pulte is one of the top home builders in the United States, however, having never marketed in the region; the company turned to Newton Design & Marketing (formerly Steward Marketing) to develop an Awareness Campaign.

Newton embarked on a research plan to determine the market sizing and potential and ultimately developed a market strategy. The client retained Newton to investigate the size and potential of a new market for a new product. The company wanted to evaluate the size and location to change the product and ensure there would be sufficient demand for a higher priced product. Newton employed qualitative and quantitative research to arrive at an emphatic — yes.

Newton is able to do full research from focus groups to surveys. We believe in using good data to arrive at good answers. Marketing is more than a pretty picture, it is good decisions. One example is assessing the advertising for Structured Wiring in homes in Albuquerque, New Mexico versus Phoenix, Arizona. As a result of the quantitative research by Newton, the company decided to cease offering the feature — saving the company hundreds of thousands of dollars per year. Sometimes, the answers are not intuitive.

In the end, Newton employed some unconventional approaches for the region and the message was heard loud and clear.

Results
By rebranding several of Pulte’s neighborhoods, developing brochures and new sales materials, plus designing a billboard and radio campaign, Newton drove buyers to the sales centers in record numbers. In one grand opening weekend for a small community named Western Skies, one of Pulte’s smallest markets had one of the highest traffic units for any Pulte community nationwide. The campaign was a resounding success. And the company was ecstatic that you couldn’t go anywhere in Albuquerque without seeing or hearing about Pulte Homes.

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