1.Pulte Homes creates awareness and engagement through four essential social platforms. Their goal is to attract new customers through graphics, call to action, GIFs, and retain involvement from existing customers.
2.Ethics is concerned with the values and practices of professionals and experts, as well as the concerns and values of society (Strauss, 2022). Pulte home builder and its mortgage branch were involved in an ethical lawsuit in 2010 where they had to pay $1.2 million. The Arizona State Attorney General’s referred to as deceptive. The complaint stated that sales associates encouraged and practiced verbally “pre-qualifying” buyers by obtaining their financial and employment information. Consumers receive assurance of qualifying for a mortgage for their new home with specific mortgage rates/monthly payments. It wasn’t until it was too late for buyers to get the earnest deposit refunded that they learned they did not qualify to miss their opportunity to rescind their contract and lose their earnest money.
3.Through Facebook, the homebuilder conducted a case study of videos & photos to raise brand awareness allure more home buyers to boost sales, and results showed a 39% increase in leads. Facebook and Instagram have been instrumental in our marketing efforts, as the platforms enabled us to reach new home buying audiences much more efficiently than we’ve seen through other advertising media. The media give us real-time insights and the skill and flexibility we need to make quick changes to serve our objectives better, as proven by the performance branding lift study results. Diahann Young Director of Digital Platforms & Innovation, PulteGroup. (Strauss, 2022) explains marketing insights occur somewhere between information and knowledge is more than a collection of information but something that resides in the marketer, not the computer. Pulte Group's case study reflects the power of knowledge and uses a platform to harness the power of information.
References:
Strauss, R. F. J. D. (2022). E-marketing (8th New edition). T&F/ROUTLEDGE.
Howard Fischer Capitol Media Services. (2010, August 10). Pulte to pay $1.2M after complaints. Arizona Daily Star. https://tucson.com/business/local/pulte-to-pay-1-2m-after-complaints/article_585f3ec3-9c83-5226-8580-8612c046fcb9.html
Facebook - Meld je aan of registreer je. (2021). Facebook. https://www.facebook.com/unsupportedbrowser
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