Simple, Short, Yet Powerful! Manufactured Home Marketing and Sales System

March 13th, 2017 No comments

It’s all about good, tailored story telling.

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Image credit, FHFA.

Everything else are details and commentary. ##

(Come and learn some of those details at the Business Building Seminars at the Tunica Show, Tuesday, March 28th from 1 to 5 PM.)

BusinessBuildingSeminarsManufacturedHomeMarketingSalesManagementMHProNewsBy L. A. ‘Tony’ Kovach.


Learn more.

 

Sell More Customers by Opening Eyes and Opening Minds

February 12th, 2017 No comments

Sometimes I must remind myself there are times when less is more.  But there are also times when the details are crucial.

Knowing when ‘less is more,’ and when ‘the details will matter’ to a prospective client – those are critical issues.

SellMoreCustomersbyOpeningEyesandOpeningMinds

Several of our clients stopped by our display at the Louisville Manufactured Housing Show to give us in-person updates on their results, but another, had follow up questions.  Some clients were glowing — and in each case, they were the ones who were implementing the strategies they’re being coached on.

SIB-KIS_-_AIM_HighMHProNewsOne was happy, but not glowing.  That one had questions.

I reviewed some of what we had done and discussed previously.  I made a specific statement.

Suddenly, his eyes lit up.

At the end of the conversation, he said ‘Tony, maybe the most important thing I’ve heard during this whole trip to Louisville is what you just told me.  “If pretty pictures, and nice videos was all that was needed to sell more homes, our industry would be selling 500,000 homes a year, not 80,000.”’ (Note: that’s paraphrasing, I didn’t memorize it, so this isn’t word for word, but it’s close.)

After that conversation, when he got home, that client sent me another check.

To understand how to sell the better qualified cash or good credit buyer, you first have to do what the Native American saying recommends.  You have to walk a mile in the home buyer’s moccasins. You have to understand their perspective, because it’s their point of view that will cause them to buy, or not.

Fear of Loss, Desire for Gain

Among the motivators for humans is the fear of loss, and the desire for gain.

We humans don’t want to make a mistake (fear of loss).  We do want to progress (the desire for gain).

Duh! Marketing and Selling Systems MUST work TOGETHER

Marketing and Sales Systems MUST work in concert, or you will not achieve your goals of selling more cash or good credit qualified customers.

Think about this fact.  For every manufactured home sold, there are 99+ conventional housing units (new construction or existing homes) sold last year.

Among new construction – or existing housing buyers – most could easily buy a new upscale, residential style manufactured home.  You and we as professionals know the incredible value of our factory-crafted homes.

So, with well over 6 million housing units changing hands each year – counting new construction and existing house sales – where is the disconnect with millions of prospects?

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I was speaking with a colleague and client at MHVillage.  They have impressive website statistics.  The 20+ million visitors on their website a year. 20+ million!  But now ask yourself this question that I asked my friend. If there are so many visitors considering a mobile or manufactured home, why are so few buying new manufactured homes?

Good question…’ right?

Do the Math, and Open YOUR Eyes

80,000+ new homes sold/20 Million visitors to MHVillage alone – remember there are millions of other visits to millions of other websites = so, only about 0.004% of visitors shopping last year bought a new manufactured home. Less than 1%…

Ouch, but odds are, your website is not better than theirs at conversion ratios.

And certainly, you want to be in front of those MHVillage home shoppers.

This question of conversion ratios isn’t just a question for MHVillage, it’s a question for every:

  • Manufacturer
  • Retailer
  • Communities
  • Lenders
  • Suppliers
  • Installer/Transporter
  • Service Provider
  • Association

Yes, the attorney or CPA that serve our industry ought to care about those conversion ratios. Every factory worker who wants more job security, or who wants to see his friend hired at the plant, should care. Everyone involved in manufactured homes and affordable housing has a stake in seeing those tiny numbers, rise.

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Image is only part of our industry’s “tooth ache.”

The industry has a historic opportunity in 2017. We could be selling more homes than at any time since the mobile home era. Logistics, and your willingness to adapt, change and invest in your own operation is the only things holding you back.

You should care about is YOUR operation, YOUR location.  Take care of your location(s), and you’ll be doing your part to raise the industry’s total numbers.

Pieces of the Marketing Puzzle

So, it isn’t just one piece of the puzzle that will get you there for the vast majority of buyers.

There’s a range of things every home shopper is doing and cares about. Until they check off enough boxes, they won’t buy from you, period.

One more example.  Reputation management is HUGE with buyers.  We don’t do that, but Wayne Coakley at Grenade Marketing does.

Media, Public Relations, and YOU

At the upcoming Tunica Manufactured Housing Show, we will be doing a special seminar on Engaging the Media. Good media is a useful part of the marketing/sales puzzle.

Getting useful, third party media isn’t a snap of the finger, or everyone would be doing it.  But it is doable, and easier than you may think.  For most of our clients, the top end potential is limited only by logistics.  There is that much more business in your market. One client reported over 400% growth, and they’re growing even more this year than last.

LATonyKovachStandingRoomOnlySeminarsMarch28th2017TunicaManufacturedHousingShow

Please plan on attending the March 28th, Engaging the Media presentation – That’s Tuesday afternoon.  The latest Tunica Manufactured Housing Show update is here. Watch for updates.

Remember.  There’s a sea of customers looking for what your retail, community, development, or production center offers.

We as an industry are getting less than 1% of the housing pie.  Odds are you’re doing similar to the industry.

That means you could easily triple or quadruple your sales – just by learning how to attract those better cash and good credit customers.

Come to our seminar, and stop by our display booth at the Tunica Show for a conversation.  Odds are excellent you’ll be glad you did.

Fear of Loss, and the Desire for Gain.  Your prospective customers feel it, you should too. ##

(Image credits, MHProNews or MHLivingNews.)

LATonyKovachPresentingIndustryMembers-MHProNews

Submitted by L. A. ‘Tony” Kovach, connect with me on LinkedIn, see my profile, here.

 

 

 

Media, Your Location and Jiu Jitsu. Defining Yourself in 2017 for Fun and Profit

January 12th, 2017 No comments

For the next several moments, be please be very self-centered.

Think about your career, your location and making 2017 – and beyond – the best it can be.

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First think, attraction. You have to attract attention – hopefully in a positive way – to be able to sell more homes to qualified buyers who have cash or good credit. Image and collage credit, MHProNews.com all rights reserved.

When Bad News Strikes Your Location or the Industry,
Turn Lemons into Lemonade

Dictionary.com defines Jiu Jitsu as “the use of an opponent’s strengths or one’s own weaknesses to accomplish one’s goals: That was a kind of intellectual jujitsu…”

Almost everyone knows how much the media can help or harm a business. We know that most media coverage on manufactured housing sadly tends to be more harmful then helpful. Think about stories on tornadoes and windstorms, community closures, MH lending or zoning stories – where almost every time, manufactured housing is made to look bad.

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In a 50-minute PR/Media engagement, Marketing and Sales presentation, Tony will share expert insights on how the right media strategy for YOUR business, location or association can “Jiu Jitsu” a negative story into a more useful one.

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Finance Panel – MH Lending Products Update and Lessons Learned

Always popular with industry professionals, the Standing Room Only (SRO) Seminar Series will bring you the 2017 version of the headline above. Presentation followed by Q&A.  Panelists for this pre-Tunica Show event will be announced circa mid-February.

Community and Retail “Lessons Learned” Panel

Always popular with industry professionals, the Standing Room Only (SRO) Seminar Series will bring you the 2017 version of the headline above. Presentation followed by Q&A. Panelists for this pre-Tunica Show event will be announced circa mid-February.

FYI – we will be at Booth #221 in Louisville.  Please stop by, and you can pick up one of these below, suitable for framing on your desk, office or lobby wall.  There are other business development and sales boosting focused specials we’ll be doing at Louisville too.  ##

(Image credits are as shown above.)

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Tony and team will be at the 2017 Tunica MH Show, among other upcoming events.

L. A. “Tony” Kovach and team MHProNews/MHLivingNews will be at Booth #221 in Louisville, as well as at the Tunica Show##

 

What Marketers can Learn from the Trump Campaign

November 29th, 2016 No comments

Marketers in our industry could study President-elect (PE) Donald J. Trump’s campaign for the White House for years to unpack all of its lessons. We will only scratch the surface, but let’s inspire some Ivy League graduate students, while also identifying ways you and your location(s) can benefit from these lessons too.

presidentelectdonaldtrumpsmarketinglessonsformh-manufacturedhousingindustrycuttingedgemarketingblogmhpronews

Donald Trump himself has said the he doesn’t believe that all publicity is good publicity. But he was routinely able to take negative attacks on him, and turn them to his advantage.

First, PE Trump tackled important issues head on.

  • He did not shy away from controversial issues.
  • PE Trump took on the establishment in his own Republican (GOP) party.
  • He took on the Democratic establishment and Hillary Rodham Clinton’s 2-billion-dollar campaign machine.
  • He took on President of the United States (POTUS) Barack Hussein Obama’s legacy, who has higher personal popularity than most second term presidents, even though his polices were not universally popular.
  • PE Trump took on much of the mainstream media.
  • He took on the politically correct (PC) culture.
  • Trump accomplished his victory with much less money than his GOP rivals, and far less money that the Clinton campaign.

So how did he achieve a victory after all those times the pundits, experts and his opponents thought he said or did something, that meant he was finished?

Let’s look.

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Note that Trump used paid media too, which he used very wisely.

In no particular order of importance:

  • Trump had a series of simple messages.
  • When he stayed on message, those talking points appealed to large numbers of voters.
  • He was multi-media, including social media.
  • He spent money, but didn’t have to spend as much as his opponents.
  • He tapped the enthusiasm among his allies and supporters.
  • Trump’s allies, team members, surrogates and supporters were largely loyal.
  • His messages targeted weakness in his opposition and showcase strengths in his personal history and policy positions.
  • He did not stick to conventional norms. While many of his policies were “conservative” Republican positions, on trade agreements, infrastructure, entitlements, and other issues, he did not mind veering from GOP orthodoxy.
  • He was a long-time insider who admitted to using the system to succeed, turned outsider who challenged the system in his party, the opposition parties, and the media.
  • He did not pretend to be perfect.
  • He did not back down.
  • He delivered often surprising victories or came back from what others called gaffs that would have killed other candidates. To rephrase, he never quit.
  • He created what some might think were unlikely coalitions for a GOP candidate.
  • He targeted groups, such as African-Americans and Hispanics, in direct and unsubtle ways that didn’t pander. Rather, he attempted to show them why he was a better option than Secretary Clinton or the third-party candidates.

These lists are not all inclusive, and we aren’t weighted as to which items were ‘more or less’ important.  They all blended together, like a stew, to deliver a victory.

This post won’t dive full bore into how these facts could translate into lessons for manufactured housing. What the Cutting Edge

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Millions think the word ignorant is an insult…wrong! We are all ignorant about many things. Ignorant means you don’t know about some specific topic. None of us are God-like know it alls.

will state is that there are numerous takeaways. Let’s mention just a few before wrapping this up.

  • PE Trump did not do it all alone. He – and we – need to establish real allies and supporters.
  • Enthusiasm makes a difference.
  • He never quit. He kept coming and coming. We should not quit either.
  • Just as his building projects often come in on or ahead of time and on or under budget, so too he made his media investments yield larger than typical results.
  • He had a combination of paid team members, who were experts, along with volunteer supporters, who with signs, bumper stickers, hats and online efforts made his message go much further.

As a side note, the article linked below in the Patch suggests some of the reasons why manufactured housing pros – no matter who you supported in the primaries or general election -should be hopeful for positive outcomes from a Trump Presidency.

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Some think you have to steer clear of all controversial issues. Did Donald Trump do that? No. MHProNews has routinely dived into controversies, and we have routinely been the run-away leader in our MH industry trade publishing niche. Doing controversy correctly – that’s the key.

http://patch.com/florida/lakeland/print-all-new-window-thousands-protest-industry-celebrates-incoming-trump-administr

Ladies and gentlemen, U.S. Housing is a trillion dollar a year Industry. Manufactured homes are roughly 5% of the current total of all U.S. sales of all types of conventional and factory-built housing.  That means we have huge upside potential.  That’s one of many reasons why we can go into a market and move the needle positively when others can’t – we know how to attract and convert that conventional housing buyer, which represents a much wider share of the market.

Given the growing reality of the affordable housing crisis, with rents and conventional housing costs rising steadily, with incomes flat for most Americans, we have the right product at the right time.

By applying the commonsense lessons from successful marketing efforts, including lessons found inside and outside MH – such as the example of the Trump campaign – we could grow in your markets and nationally to levels you may not believe are possible.

With the right plan and proper execution, it can be done.

Call or message to discuss how it can be done for you and your location(s).  ##

(Image credits are as shown above.)

LATonyKovachPresentingIndustryMembers-MHProNews

Tony is the among the most widely known and respected MH marketers, consultants and MH sales trainers in the U.S.. He and his team publish top rated MHLivingNews.com and MHProNews.com.

By L. A. ‘Tony’ Kovach.
Ph 863-213-4090 | MHLivingNews.com MHProNews.com |
Connect on LinkedINhttp://www.linkedin.com/in/latonykovach 

 

 

 

 

Content is King – Proper Presentation, Messaging Matters

November 16th, 2016 No comments
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RC Williams, MHProNews

Last summer, when we began to update our content delivery and then brought RC Williams on board as our Daily Business News writer, our readership rose significantly.

We were already the runaway #1 in Manufactured Housing Industry News, Tips and Views Pros Can Us© trade media site. But it was good to see even more growth.

Online marketers will tell you that Content is King.

But it isn’t just about click-throughs, as important as that can be. What kind of engagement do you get once someone lands on your page?

contentisking-postedmanufacturedhousingindustrymarketingcuttingedgeblogmhpronewsCompared to the mainstream media’s engagement rate of 3.3 page views per visit, the average visitor on MHProNews visits 8.5 pages per visit. That’s 257% more page views than most mainstream media!

What that tells us – and you – is that the professionals who come here, like the content that they see.

One of the things that RC has brought to our team is a more robust visual presentation of the news.  Readers like you must like it, because the numbers keep rising.

We market as well as inform.  Our being #1 means we know how to help you become #1 too.

We know the manufactured hom industry from the ground level up.

Have concerns or questions about your marketing or sales plans? Touch base with us.  Email me at latonyk@gmail.com or give me a call at 863-213-4090.

We can help you become #1 in your LOCAL Market(s) too. ##

(Image credits are as shown above.)

LATonyKovach-Louisville-2015-mhpronews-com-275x156 (1)

L. A. ‘Tony’ Kovach is publisher of MHProNews, MHLivingNews and is the top ranked marketing/sales/consultant to the MHIndustry, per MH Industry peer-reviews on LinkedIn.

By L. A. ‘Tony’ Kovach.