Pulte Group Media

 



1.

  • Owned media is defined as communication from the organization to the internet users on channels owned and controlled by the company (Strauss, 2022). Pulte Group's own media are their website Pulte.com and their promotional collateral of their brands used in their communities sales office, such as price sheets, floor plans, features flyers. 


  • Paid media are owned by others produced by the organization to carry its promotional message (Strauss, 2022). Facebook, Instagram, Twitter, and YouTube pages bring messages to Pulte Groups' audience and create engagement through their context. As in collaboration with HGTV design expert Sabrina Soto, she provides tips on making the most of home spaces


    (Homes, 2021)

  • Earned Media is when individual conversations become the channel (Strauss, 2022).  Prnewswire.com, finance.yahoo.com, adage.com are all forms of Pulte Group earned media as they write news and reviews of the homebuilder and housing market. 



2.

I used Similarweb.com to find out how Pulte's website ranks among the country and the world. Pulte.com country rank #5,714  in real estate category #86; the website accounts for 2.2M of total visits with a breakdown of 2.79 pages per visit, the average duration is 3:41. The website traffic has increased by 49.56% compared to last month for their traffic and engagement. The site also showed competitors & similar sites with the breakdown of monthly visits. The keyword search traffic features showed 78.57% is organic while 21.43% is paid.  





Through RivalIQ.com, social media impact and analysis allow you to compare your business and competitors side by side. I created a Facebook head-to-head snapshot comparing the Pulte Homes page against Toll Brothers. The analyzes revealed posts from 2/6 to 2/20, Pulte engagement was 37.4%, while Toll Brothers came in at 51.5%. The insights Toll Brothers home builder came out ahead as it received more engagement per post than Pulte Homes. While Pulte Homes is winning an audience with around 19.4K more followers, their engagement is not competitive. Both handle receiving 2-3 shares per post. The platform also revealed the top position for Pulte Home builder and Toll Brothers. The post per day reflected that Pulte Homes did  0.36  with an average of 2.5 days, while Toll Brother posted 2.07 per day with an average of 6 days. Pulte Homes posts lack engagement hooks such as link Pulte Home post only include 20% while Toll Brother post has 89.7% this helps Toll Brother create helpful engagement as their audience has a reason to stop and click.  










References:


PulteGroup, Inc. (2018, June 30). PulteGroup Names New Chief Marketing Officer. Prnewswire.Com. https://www.prnewswire.com/news-releases/pultegroup-names-new-chief-marketing-officer-275156801.html

Yahoo is part of the Yahoo family of brands. (2022). Finance.Yahoo.Com. https://finance.yahoo.com/quote/PHM/


Website Traffic - Check and Analyze Any Website. (2022). Similarweb. https://www.similarweb.com/


Rival IQ: Competitive Social Media Analytics for Digital Marketers. (2021, November 23). Rival IQ. https://www.rivaliq.com/


Homes, P. (2021, March 12). Tips for Work & Play with HGTV’s Sabrina Soto | Pulte Homes [Video]. YouTube. https://www.youtube.com/watch?v=HXBSuxrKsOw&feature=youtu.be

Strauss, R. F. J. D. (2022). E-marketing (8th New edition). T&F/ROUTLEDGE.











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