Housing Giants - November 10, 2008 - (Page 29)

zoned for 9,400 units and is divided into two neighborhoods: Sun City Anthem, a 4,000-unit Del Webb community for active adults, and Anthem Parkside at Merrill Ranch, an all-ages Pulte community. Pulte’s amenities-laden development and its marketing approach are paying off. Deborah Blake, Pulte and Del Webb’s vice president of marketing for the Southwest, says the company has seen month-over-month and year-over-year sales increases for the past two years. No small feat considering that housing starts in Phoenix have plummeted by 65 percent. Currently, the company estimates that it has reached 18 percent total market share in for all homes built in Phoenix and a whopping 60 percent of Phoenix market share for active adults. Pulte is prohibited from releasing sales numbers due to U.S. Security and Exchange Commission guidelines for public companies, but independently our team discovered that the Pulte Florence community is selling 30-40 homes per month and have not seen much decline in sales despite market conditions. A lot can be said about this level of success and how that translates across the entire company. “We did a lot of research into what “we did a lot of research into what home buyers wanted and what amenities active adults were willing to share.” — Deborah Blake home buyers wanted and what amenities active adults were willing to share,” says Blake. Therefore, certain amenities are available to residents of both neighborhoods while others, such as pickleball (a paddle game that combines ping pong, tennis and badminton), are available to just those living in the activeadult neighborhood. Both Sun City Anthem and Anthem Parkside at Merrill Ranch offer amenities such as 40,000-plus-foot community centers; fitness perks such as walking tracks and rock climbing walls; cafes and even a spa. In addition to all of the fun, Anthem Parkside includes a retail center so residents can easily spend the entire weekend in their neighborhood. The project follows the success of Anthem by www.Housinggiants.com 11.10.08 Housing giants 29 http://www.anthemmr.com/suncity/ http://anthemmr.com/parkside/ http://anthemmr.com/parkside/ http://www.housinggiants.com

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