Beazer Homes USA, Inc

iXPRESS integral in supporting ongoing expansion efforts

The Company

Beazer Homes USA, Inc., headquartered in Atlanta, GA, is one of the country's 10 largest single-family homebuilders with operations in Arizona, California, Colorado, Delaware, Florida, Georgia, Indiana, Kentucky, Maryland, Mississippi, Nevada, New Jersey, New York, North Carolina, Ohio, Pennsylvania, South Carolina, Tennessee, Texas, Virginia and West Virginia. Beazer Homes also provides mortgage origination and title services to its homebuyers. A Fortune 500 company, Beazer Homes is listed on the New York Stock Exchange under the ticker symbol – BZH.

The Challenge

To advance its ongoing goal of expanding market share, Beazer needed support in extending the use of Claritas data across its 40-plus markets. This mainstreaming process was considered necessary because many of the Beazer offices were making important decisions on where to build and who to build for based on a variety of research methods that did not necessarily involve the support of market research data.

The Case

To develop an effective roadmap in its site selection efforts, Beazer turned to iXPRESS (MapPoint version) Claritas' powerful market and site analysis solution, which supplies the company with a wide range of data, including:

• Demographic
• Consumer Expenditure
• Psychographic

Beazer's decision to use iXPRESS was prompted, in part, by a series of comprehensive online demonstrations by the Claritas Express Sales department that served to affirm the database's multi-dimensional application.

The Results

By providing a highly functional, intuitive desktop solution, Beazer has streamlined its strategic marketing and planning projects, while substantially increasing iXPRESS access within its sales divisions from 2003 to midway through 2005. As of June 2005, 42 Beazer divisions license iXPRESS compared to 18 in 2003. "Claritas has provided us with effective tools on how to use lifestyle or behavioral information to target prospects and customers," said Joseph Thompson, Beazer's Vice President of National Brand.