Housing Giants - November 10, 2008 - (Page 30)

f e at u r e SecreTS Of SUrvIvAl If you want to profit and thrive, follow these tips we gathered from our interviews: n Consistently achieve high levels of customer loyalty Offer increased value, not wholesale discounts. Reduce the size of homes and lower the price – don’t just decrease the price. Provide a compelling location with lifestyle amenities. Know and target highly qualified customers. Know the competition. Provide excellent quality and unique designs. Simplify operations by building more efficiently. Be more flexible with the buyer. Utilize your happy customers to bolster buyer confidence. n n n n n n n n n Del Webb just north of Phoenix, which was the company’s first all-ages masterplanned community in Arizona. Known for its wide assortment of recreational amenities, Anthem by Del Webb has seen more than half of its 11,000 units sold since opening in 1999. Anthem at Merrill Ranch, however, is Phoenix’s first multi-generational community, which creates unique opportunities for extended families and multiple generations to live close to each other. “People love the concept of coming home and having everything in their own backyard — the amenities and the programming to activate those amenities.” says Blake. “We spend a lot of time on teen and tween programs — programming that helps families.” Also, to ensure that the quality of the programming is top-notch for all new home buyers, Pulte runs all of the facilities until control is turned over to the homeowners’ association. “If you can’t assure that the residents have a well-run amenity when it’s turned over, it’s a marketing problem,” Blake says. “Quality of life is important to the value of your home,” Blake says. “What makes you successful in a highly competitive market is when your salespeople can demonstrate that you get ‘all of this’ for the cost of your home.” With the intense credit crunch, it’s also important for builders to show prospects different ways they can afford a home, whether through options, discounts, 30 HOUSING GIANTS 11.10.08 www.HOUSINGGIANTS.cOm http://www.housinggiants.com

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