Tag Archives: Lennar Arizona

Lennar Pinnacle NextGen Plan at Victory

Lennar re-enters Arizona active adult business

After a 12 year hiatus, Lennar Arizona is back in the business of creating homes within an active adult community.  “The timing was right for us as a company, and certainly as a nation with the growing number of Baby Boomers who are looking for new lifestyles and homes,” said Alan Jones, Lennar Arizona president.  Lennar was invited by DMB to build in the new active adult Victory district within Verrado in Buckeye. “We were honored to be selected and jumped on the opportunity to be a part of a fresh offering for the age 55+ home buyers, ” said Jones.    Lennar’s last local active adult community was Ventana Lakes in Peoria.

DMB developed Victory to bring something new and unique to the highly competitive active adult community marketplace.  “Part of the Victory story is offering homes built by four home builders – more customer choice and authentic looking neighborhoods.   Lennar is a long-standing, highly respected and trusted home builder.   The “Everything’s Included®” and Next Gen® – The Home Within a Home® designs are totally unique to the Active Adult category and based on extensive consumer research, we were confident that Lennar had what the new customer wants in new homes built with their lifestyle in mind,” said Deborah Blake, President of the Active Adult Lifestyle and Development Group of Cecilian Worldwide, which has consulted on the strategic marketing, as well as brand and creative strategy.

Victory resonates with buyers like Rick and Sharron Howell who moved from Carefree, AZ to Goodyear a year and a half ago, renting a home,  to test the waters of living on the west side of the Valley.  They love the location and the small-town-feel of Verrado.  And after confirming with some real estate agents that Lennar builds a good home, they selected an enhanced Summit plan, along with a great home site. And, Lennar’s “everything included” offering made the selections easy.  “I didn’t want to wade through 40 pages of upgrade choices, which can be quite confusing,” said buyer Sharron Howell.  The Howells are looking forward to moving in, getting settled and enjoying the lifestyle.  “We will be hiking, biking, playing golf, swimming and working out in the gym when it’s completed. And, in the evening we’ll sit in our backyard with a glass of wine and look at the impressive mountains and the stars,” noted Sharron Howell. 

Lennar is building five different single-story home plans in Victory, including the 2,136-square foot single-story Pinnacle, a Next Gen® plan. This concept has been a huge success in the marketplace as it basically offers two homes under one roof, with one payment. The Next Gen® suite is attached to the main home via an interior door, and includes a bedroom, bathroom, living room, kitchenette and privacy.  Lennar has identified dozens of uses for the Next Gen® suite – from a comfortable home for aging parents, boomerang young adults, home office, or guest room. 

The idea of creating two living spaces under one roof was driven by the aging of America and a soft economy.  “Many people in mid-life want a safe and comfortable space for their parents.  Having them just a door away offers privacy, yet inclusion, and that has been a home run for Lennar. It has helped created some powerful family bonds,” said Jones. 

Later this year, the Victory clubhouse is expected to open for the exclusive use of the active adult district residents.  Meanwhile Victory at Verrado residents enjoy the community pool, Verrado Golf Club, shopping and restaurants in downtown Verrado, parks, 21 miles of trails, clubs and community events.

Lennar, founded in 1954, is one of the nation’s leading builders of quality homes for all generations. The company builds affordable, move-up, and retirement homes primarily under the Lennar brand name. The company has been building in Arizona for nearly 40 years and owns considerable land holdings in the state. For the latest Lennar information, visit any of the following: Lennar.com, Facebook.com/LennarPhoenix; YouTube.com/LennarPhoenix; Twitter.com/LennarPhoenix.

social.media

Home builder uses social media to attract buyers

Lennar Arizona has just surpassed 250,000 “views” on YouTube, has nearly 5500 Facebook “likes”, and 4,000 Twitter followers.  In fact, social media has become such a critical component of the Valley home builder that it has created a new “I Team”, standing for Information, Integrity and Internet. The five member I-Team is a strategic addition to the marketing department and will dedicate themselves to the on-line dialogue with customers.

In any given day, you can watch 30videos of their YouTube that take the viewer through a visual tour of any number of Lennar model homes available in Arizona, provide insights into the company’s innovations such as the new NextGen Home Within a Home® series, or point you in the direction to clear up a troubled credit score.

Lennar has a number of communities in the greater Phoenix area including Montecito in El Mirage, San Tan Heights and Skyline Ranch in San Tan Valley, Lone Mountain in Cave Creek, Evans Ranch and Layton Lakes in Gilbert and Stetson Valley in Phoenix.

In the era of 24-7, second by second streaming information, the communication begins long before that prospective buyer walks into the sales office. For the uninitiated, social media is a group of Internet, web based and mobile applications that have redefined the way many people communicate.  The user-generated content has put the general public in the forefront of defining the conversation, compared to the traditional methods such as newspapers, magazines, broadcast and websites that were controlled by professional journalists and company marketers.

For buyers Linn and Kelly Shaw who purchased a Lennar home at the Layton Lakes community in Gilbert, the social media presence made their search process easy.  “The ability to look at financing options and view new model homes prompted me to look into Lennar as a builder.  I really enjoyed the YouTube videos of the models.  With my wife’s and my busy schedules, we didn’t have a lot of time to tour model homes or communities, so their social media content streamlined the process for us.  Access to the homes through the videos and online detail description of the homes was a huge benefit to us,” said Linn Shaw.

Mike Lyon of the real estate sales training company Do You Convert says that content is the key in the success of social media.  “If the information a company presents is entertaining or educational, it will spread.”  And that’s the key.  “Social spaces are not about selling; it’s about educating and spreading information naturally, and Lennar was one of the first home builders to really commit to creating and spreading content,” he noted.

A number of the big home builders have embraced social media, but Lennar has taken the communication to a higher level. The company has tremendous visibility online whether it’s on Facebook, Twitter, YouTube, Pinterest, Flickr, Instagram, FourSquare, or LinkedIn, Lennar is all over it. The company also has four very active blogs.

“For several years now, Lennar has aggressively pursued the social media path.  “There is no question that our social media initiatives have created relationships that have led directly to home purchases,” said Mike Dowell, senior vice president of marketing for Lennar’s Arizona operations.

Buyers who have utilized the social media connections often pass along those tools to friends. “I watch real estate closely and haven’t seen another builder do what Lennar does on-line.  It was so easy to share the Lennar YouTube videos with our friends who were also looking for a home,” homebuyer Lin Shaw added.

The cultural shift is well underway. For many people of all ages, social media is becoming a preferred communication method. Social media is an effective way to communicate facts. “The customers seem to appreciate the ability to research the home opportunities on their own, and to review comments from current Lennar home owners via the company’s Facebook page, blog and other social media sites,” noted Dowell.

A home builder with nationwide presence, at the national level Lennar has more than 800,000 YouTube views, over 200,000 “likes” on Facebook and over 130,000 followers on Twitter. Additionally, each of Lennar’s Divisions across the nation has a strong and growing social media presence in their respective markets.

Lennar, founded in 1954, is one of the nation’s leading builders of quality homes for all generations. The company builds affordable, move-up, and retirement homes primarily under the Lennar brand name. The company has been building in Arizona for nearly 40 years and owns considerable land holdings in the state. For the latest Lennar information, visit any of the following: Lennar.com, Facebook.com/LennarPhoenix; Facebook.com/LennarTucson; YouTube.com/LennarPhoenix; YouTube.com/Lennar Tucson; Twitter.com/LennarPhoenix, Twitter.com/LennarTucson.