PulteGroup’s diversified portfolio, serving entry-level, move-up, and active-adult buyers with spec and built-to-order homes, helps the builder remain resilient even in periods of soft demand.
In 2025, when demand in the entry-level and move-up segments was weighed down by consumer confidence challenges, PulteGroup’s performance leaned more heavily on active-adult buyers. Full-year signups for active-adult buyers in 2025, representing approximately 22% of PulteGroup buyers, increased 6% relative to 2024.
To further diversify its portfolio, PulteGroup also introduced a new brand category. The Del Webb Explore brand bears some similarities in amenities and attractions to the company’s 55-plus resort lifestyle brand, Del Webb, without any age-restrictions. The new pivot reflects extensive research conducted by PulteGroup that found a majority of Gen X individuals between the ages of 45 and 60 want to spend their retirement years living among a mix of people from different generations and life stages. The brand was first launched in Tampa, Florida, and Palm Desert, California, before quickly expanding into Columbus, Ohio.
“From a demand standpoint, affordability remains a challenge particularly among first-time buyers,” a PulteGroup spokesperson told BUILDER. “Within this environment, we see tremendous opportunities to provide consumers with exceptional homes and communities that offer a compelling value at all price points.”
In 2025, built-to-order homes represented approximately 40% of sales while PulteGroup operated out of 1,014 active communities. In 2026, PulteGroup aims to increase build-to-order mix to approximately 60% and grow community count by 3% to 5%.
