Archive for August, 2012

4 Tips on Using Pinterest

August 26th, 2012 No comments

Pinterest is rising rapidly in the social networking world. We have our own Pinterest board for promoting manufactured housing. You should too. When Inc Magazine and others suggest that you should be using Pinterest for marketing, it is a good reason to sit up and take notice. Let's share 4 of the tips they did for making your Pinterest efforts improve the image of manufactured housing and your part in it.

Use other social nets to feed Pinterest

Facebook, Google+ and LinkedIn are among the resources you can use to attract more attention to your Pinterest page.

Promote more than products

Inc. echoes a theme we have mentioned before. “The temptation for any business is to post pins only for products you sell. Giselle Gonzalez is a promoter…” who “says Pinterest users are savvy in spotting a board that is too self-serving and only posts (their) product photos.

Follow the big hitters

Inc. said: “One of the best ways to raise awareness about your company is to start following the big names on Pinterest. This is the proven method on Twitter: When you follow popular figures, and they follow you back, other Twitter users get the message and follow the leader. Sevenly’s Palmer says it’s important to find out who is “pinning” your products and to follow them to see if they follow you back. Most do, he says.”

Selective curating

Inc. observes that: “Pinterest caters to those who love to “curate” or weed out the good from the bad. Presenza, a custom clothing designer, finds unique products beyond their own offering and pins them. The company also uses key phrases on their board like “made in the USA” and “defining confidence” to help define the brand.”

Pinterest is primarily visual. One of our best potential tools to break down stereotypes against manufactured housing are the proper use of visuals. Our advice in an early column on Pinterest dove-tails with Inc's, to learn more, please check that prior Pinterest column out at this link here.

Proper “Pinning” Prevents Poor Performance!” Enough said for today. ##

l-a--tony-kovachL. A. "Tony" Kovach and Spotlighting the MHLifeStyle = Industry News, Tips and Views Pros can Use

Services:B2BandB2CAds, Proven MH Marketing & Sales Systems, Websites other Industry Solutions.

Office –815-270-0500 or connect with me on Linkedin.


Whether you think you can or whether you think you can't, you're right. – Henry Ford

Pinterest Tips for Cutting Edge MHers

August 19th, 2012 No comments

Pinterest is one of the hottest trends in social networking. You don't want to overlook this as you use Facebook, LinkedIn, Twitter or others. Because Pinterest is primarily visual, it can be a great way to expose more people to the value of manufactured housing.

One, pick homes that are nicely landscaped to pin.

Two, use homes that have been properly staged or decorated and show those interior photos as well.

Three, in your profile, use your face, not a logo. People want to connect with a person first. Many companies today want a 'face' for their marketing!

Four, cross link your Pinterest page(s) with your other social networks.

Five, think about your terminology! If you use a word like 'mobile home' – because of the high SEO value, make it a teaching moment if it is in fact a HUD Code manufactured home built since June 15, 1976. For example, let's say you were using a residential style manufactured home as a pin, like the photo shown below.


You might say something like this:

"This is not your grandma's 'mobile home!'. In fact is it a modern manufactured home, which looks and lives as good or better than conventional houses, is greener by design and can cost 25% or more less."

Pinterest is a tool that marketers of factory built homes need to be using in their business to public out reach. But make it subtle, showing other interests.

When you do so, you will connect with more people and will have more of an influence on the public at large.

As they say on Pinterest, "Happy Pinning!" #

l-a--tony-kovachL. A. "Tony" Kovach and Spotlighting the MHLifeStyle = Industry News, Tips and Views Pros can Use

Services:B2BandB2CAds, Proven MH Marketing & Sales Systems, Websites other Industry Solutions.

Office –815-270-0500 or connect with me on Linkedin.


Whether you think you can or whether you think you can't, you're right. – Henry Ford


August 12th, 2012 No comments

We all have hot buttons or 'motivators' that impact us uniquely and profoundly. In the world of human influence, marketing and selling, 5 such motivators have been identified. We looked at Love and 2 other motivators in prior columns in this periodic series. With this post, we will begin to explore the impact of Pride as one of the 5 Motivators of human behavior.


In theology, one may speak of pride as a deadly sin. Certainly there is a healthy and unhealthy pride. We aren't looking at theology here. Rather, we are considering how pride can motivate, drive, attract or compel a person to desire some goal, position or thing.

The key in each of these 5 Motivators of human behavior is to consider which ones of the 5 Motivators are driving our prospect. This can best be done through a combination of questions and/or listening and observing.

For example, let's say a person pulls into a sales center in an older car. Picture for the moment that you are in a position to see the vehicle up close. You look into the car's window. They have children and the car is older, but the car is spotless inside and out. The children may not have the best clothes, but they are neat and clean. The parent you are talking to is as well. These may be a pretty good clues that this person has self-respect, pride.

In the last column on the motivator of Love, we related an actual story about a parent and their home search. Love was part of their motivation, but so was pride. So by noticing that motivational driver, we may be better able to understand and assist them in their purchasing process.

Pride may drive someone to seek a better home or a more prestigious job or title. Which is to say that knowing the 5 Motivators can also be useful in management, not just in marketing and sales.

We've already noted before regarding the use of the 5 Motivators, these are not to be thought of as tools of mere manipulation. In marketing and sales, it could be that we could attract and 'close' a customer on something that may not be in the best interest of the client. Such 'sales,' over time, cost you and your firm more business than they generate. So let's underscore the point that we must always have the proper intention of serving the best interest of the client.

That said, when we have that 'best interest' of the client in mind and we detect that they have x motivator or motivators at work, we ARE better able serve them when we keep such factors in mind.

For example, let's say that there are two homes with a similar payment for the client that you could sell them. One fuels their sense of pride, one does not. Maybe the one that fuels their pride is slightly more than the other. They budget, they can afford it. Are you doing them a favor if you could persuade them into the less expensive home, the one that doesn't fuel their pride?

Arguably, no.

If you are selling in a Business to Business (B2B) vs. business to Consumer (B2C) environment, the 5 Motivators can still be of tremendous value. Let's say know that your prospect is shooting for a promotion. You have a product or service that – properly use – could help that company while helping that contact of your advance. Does it make sense to touch that base as you outline the recommendation for such a prospect?

You bet.

Knowing the 5 Motivators – combined with discipline and the KYPs of selling – will yield more and happier customers. We will look at the final of the 5 Motivators, Profit in our next column in this periodic survey of this topic. ##

L. A. "Tony" Kovach and Spotlighting the MHLifeStyle = Industry News, Tips and Views Pros can Use

Services:B2BandB2CAds, Proven MH Marketing & Sales Systems, Websites other Industry Solutions.

Office –815-270-0500 or connect with me on Linkedin.


Whether you think you can or whether you think you can't, you're right. – Henry Ford


August 5th, 2012 No comments

Tim and I have been doing a periodic series on the 5 Motivators in marketing and sales. For those who have never learned these, they are Pride, Profit, Love, Need and Fear. If you missed Needs and Fear, please check those respective links above. Today, we will introduce the subject of Love as it relates to the 5 Motivators in marketing and sales.

When you are marketing or selling, do you use emotions, facts or both? Hopefully you answered, both. But if you had to pick only one or the other – emotion or reason – which would you use?

Let me suggest that emotions often trump love with all but the most analytical prospects.

Love is a powerful motivator. I can recall talking to a prospect looking for a manufactured home some years back. As I was probing for the lady's motivations for making a housing change, she told me the following.

I'm tired of having my children growing up in an apartment complex where there are drug dealers. I want a yard for my kids to play in. It would be nice to have a place of my own, where I could bring the rest of my family and friends over too.”

Let's parse this mom's motivations.

  • Fear is the motivator behind the first statement.
  • Love is the motivator behind the first and second sentences (yes, sometimes you have multiple motivators at play). This mom wanted the best environment should could provide for her children. That's a form of love.
  • The third sentence was a form of pride, which we will review that in an upcoming column.
  • Unstated in all of this is the clear need for housing!

So what the above example shows us is that we have to listen multiple ways. We have to listen for what is actually said, what is implied by what is said and what is unstated but still may obviously be meant.

Some prospects will reply more to some motivators than others. Thus the need to learn, listen for and apply all 5 of the motivators plus use reason as needed.

The purpose of asking questions during the qualifying phase of your customer encounter is to learn more about your client, their needs, wants, capabilities, time lines, etc. Part of that “etc.” is to learn their motivators!

While need, pride and fear played a role with this young mother, the greatest driver for her motivations was love. Knowing and understanding the 5 motivators made closing that sale a much easier process. By the way, knowing the motivators made overcoming the 'math' in her case easier. The dollars and cents of her current housing happened to be cheaper monthly than what she ended up investing in. So why did she pay more?

Emotions. Love, fear, pride and needs.


In the backdrop of all of our discussions here on MHProNews or with our clients must be the idea that we want what is in the best interest of our client.

For example, that house over there with the bonus on it because it has been in inventory too long might be the one we WANT to sell as the sales professional. Showing it – if the customer needs something like that – may be wise. But what if that model is the absolute wrong fit for a particular prospect? Don't harm your relationship with the prospect by recommending something that is not in their best interests.

In the ideal, marketing and sales systems should serve the best interest of the customer in a fashion that is a win for everyone involved.

That young couple that are planning to buy their first home together may well have love as a motivator. But don't think that the 5 motivators only count with consumers, we business professionals have those same 5 Motivators at work in us! My motivator for doing something may not always be logic – although I am a believer in using reason/logic routinely – it may be that love for my family will outweigh the logic of pure dollars and cents or other forms of math and reason.

Virtually every systematic sales system on a larger ticket item uses questions and discovery to help identify the needs and drivers for a prospect. But even impulse buy products – those items near the check out line at a store or on a TV shopping network, etc. – are wise to tap into the power of the 5 Motivators. You may 'skip the qualifier' for an impulse product, but if you do, know which of the motivators you are seeking to 'speak to' with your target audience.

We've heard the expression, love conquers all. I've seen love at work in the purchase of a home more times than one can count. Love may be the primary motivation for a parent or relative to help someone make a home purchase that they wouldn't be able to do on their own.

When you are selling or marketing, keep love in mind as you listen, as you craft your messages and you seek ways to connect to your customer. When you do, along with the other 5 Motivators and sound Reason, you will sell more of whatever it is you are taking to the marketplace. ##

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L. A. "Tony" Kovach Re-Discovering and Spotlighting the MHLifeStyle  = =  Industry News, Tips and Views Pros can Use

Services: B2B and B2C Ads, Proven MH Marketing & Sales Systems, Websites other Industry Solutions.


Office – 815-270-0500 or = connect with me on Linkedin.