Archive for June, 2013

Who’s Missing?

June 20th, 2013 No comments

PresenterPro and Nancy Geer from the New York Housing Association both reminded me recently that a picture is worth a thousand words.

back-to-basics-heart-beat-credit-presenterpro-posted-manufactured-home-professional-news-mhpronews-com-We are regrettably living in an era of decline for tens of millions of Americans. Most of us would rather see the robust economy of the 1990s vs. the anemic one we have today.

But in an era of 'back to basics,' visionary manufactured housing pros could and should position your career, location or organization for booming growth, regardless of what the economy in general is doing. After all, we sell affordable homes!

Some MH Community owners and Retailers tell me they have plenty of customers, all they need is 'more financing.'

For some, those can be code words for 'We need to find a way to get a 550 credit score bought with 5% down.'

Let's be real, that ain't happening.

Would you loan millions (or billions) of your own, hard earned money that way? In the CFPB era, you are even less likely to do so.  Because only a 'captive finance' lender would make such a loan, unless there is a very large equity in the purchase.

We need to ask some basic questions, like…

Who's missing?

What's missing from our MH Industry's picture?who-is-missing-credit-presenterpro-posted-manufactured-home-professional-news-mhpronews-com-

Besides over two decades in MH retailing and community infill projects, I've spent the better part of three years doing various marketing and salesmanagement/consulting projects in the RV business. The clientele difference between RVs and MHs is often like night and day.

The average credit score in the U.S. hovers around 692, which with a modest down payment and proper debt-to-income (DTI) levels can be readily financed on a manufactured home. RVs routinely draw 700+ credit scores. So why does manufactured housing draw the 500s?

Who's missing?

For MH, the millions of gals and guys with good credit!

Where are those millions of potential home owners who have the good credit could or pay cash for our manufactured homes? Why are they missing in such great numbers from our retail sales centers and land lease communities? You can answer it in a word.


The RV Industry has its positive GoRVing image building and marketing campaign. You couldn't pry that out of the RV Industry's hands if you wanted to, they love it because they know the bottom line value of their image campaign!

Manufactured housing pros have long known we need an image campaign too.

With the National Association of Realtors (NAR) telling us that some 94% of home shoppers are looking for their next housing option online, having an online image campaign is an utter no-brainer!

We don't have "a" story to tell. We have LOTS of great stories to share! will answer the unasked questions millions have about modern manufactured homes. With pictures, videos and words, the new image and education site will tell the visual story of today's factory built home industry.

Let me invite you:

  • to see the plan for "what's next."faces-collage-credit-presenterpro-posted-manufactured-home-professional-news-
  • To see at a glance why the new image building website can be a useful tool to attract those who are missing from our retail centers and land lease manufactured home communities.
  • To learn how you can earn more, not some day, today.

Frankly, we need more than just pretty photos and videos, but we have what we need beyond the eye candy available today too!

For long term sales success, we must balance:

> Committed, forward looking professionals.

> Industry Associations.

> Financing for personal property and 'fee simple' mortgage loans.

> Trade media that keeps you informed and feeds you the news, professional insights and tips needed to navigate challenges.

> And now, the start of an Image Building resource with!

Finance expert Dick Ernst reminded attendees at events in Louisville and Texas that we have the financing needed available to sell more homes, so long as we attract more of the customers who have good credit.

Keep what we have, but add more qualified buyers

We are not saying that we should abandon the customers who we serve with rentals, captive finance or other 'get me done' services that made 'buy here, pay here' auto dealers successful.

We are saying that the auto industry attracts Good Credit and Cash buyers! There are DOZENS of models of cars, each of which outsell annually all of the production of manufactured housing combined.

So if autos and RVs can attract more customers with cash or good credit, when realtors and builders do it effectively too, then we must commit to doing what it takes to get more of those qualified buyers!

See the comments from Industry pros in favor of this plan in the links that follow.

> Improving Manufactured Housing Image to Increase Sales

> Williams, Allen and others give Thumbs Up.

> Manufactured Housing Professionals, Is Image Everything?

Ask yourself. Who's Missing? Ask yourself. How do we attract those missing? Even with respect to importance of getting the passage of HR 1779, wouldn't we do better in DC with a tool to create a better image?

You know the answers.

Image isn't everything, but it is an important thing!

This is Simple.

As more pros share the website with past customers and everyone they know, thousands upon thousands can discover the real value of manufactured homes today.

Start now by showing your sales and leasing associates the website. Let them see the photos, videos and articles that will answer the questions which keep people from buying a manufactured home.

key-good-credit-presenterpro-posted-manufactured-home-professional-news-mhpronews-comLet them see the plan for What's Next on

Manufactured housing has known for years who's missing. More of the customers with the cash and good credit. Image isn't everything, but it is a key that will unlock the door to more sales to cash and credit worthy customers.

Sign up for emails here that will announce our free upcoming webinar to learn more to earn more, by using the power of Make this a regular resource available you share daily to bring in more customers with cash or good credit.


                         Above is how our twice weekly emailed news, tips and views updates look.

Space on our webinars are limited, so sign up yourself and have your team sign up too for the emails; then watch our Spotlight for the schedule to get your webinar time. ##

(Image credit for first three above: PresenterPro)

PS: Check our many Exclusive and Red Hot Featured Articles for June and see the

other new stories at too.

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

Getting More Good PR for Manufactured Housing from the Media

June 14th, 2013 No comments

The recent interview by UMH's Sam Landy with REIT online, shown below, showcases an important way to advance the public conversation about the tremendous value manufactured housing offers.

When you watch the video, it is worth noting that Sam Landy used the names of a number of other MH Industry companies during his interview. That practice has value on many levels. “Hogging the glory” isn't a secret for looking good with the media, rather, sharing the glory will benefit you and the industry more.

Sam Landy's casual yet gracious manner made him look better, because he was showcasing others in a favorable light too. That arguably made the manufactured housing industry look better. Everyone benefited.

We use a similar process here, as we noted in a another recent Cutting Edge blog column linked here.

Successfully Engaging the Media

Two years ago, we did a panel presentation at MHI's Congress and Expo at the convention center in Caesar's Palace in Las Vegas, Nevada. The topic was entitled, Engaging the Media, Making Positive PR and Good Media Relations a Reality.

Sam Landy's interview with REIT is a good example of how good PR can be obtained and how it benefits your organization or the industry at large.

We don't just talk theory about getting good PR, we do that for our clients and companies and have for many years. Samples of good PR that we've obtained for our clients are found on this page, linked here.

Want to learn more about how to get good PR for your location, company or association?


You can get a copy of the PDF of that power point free by emailing me at or Or ask your association to have us put this presentation on live or via webinar for your group, as we have in other state, regional and national industry meetings.

Engaging the Media, it takes some time and effort, but it pays!

When you reach out to the media, make sure you include a link to in your message. That site makes our industry look good and thus will make you look better too. That will give the media an interesting 'third party' taste, and will increase their interest in what you have to say. ##

PS: Check our many Exclusive and Red Hot Featured Articles for June and see the

other new stories at too.

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

The new Manufactured Home Living Image Campaign

June 7th, 2013 No comments

tony-kovach.jpgThe early feedback on our new image building resource is in. So far, all of it has been very positive!

Examples of actual comments:

  • "I like it. I like it so much, that I plan to steal some ideas"…from the new site and use it.
  • "Very impressive. This keeps getting better and better."
  • "The original site was OK, but too much work to find content. This new version is easy to navigate and visually appealing. It makes me want to come back and look more."

We have had some questions and comments too, all of which are appreciated, and all of whom still very much liked this site. Yours comments and suggestions are welcome too. For those who want to see what the original, version 1.0 of the site looked like, click here.

Version 2.0 of – aka – is linked above here.

There are a number of ways you can get involved in this Image Building Campaign.

They range from free no-brainers to pay to play and be featured on the site!

mhlivingnews-ipad-ver2_0b- (1).png

The paid options are all low cost, but more important, can drive business to your business that will pay. All of this will pay off for the industry, because improving the image will help our home owners along with all those dedicated pros in our industry

Quick Facts:

  • We already have the first retailer – that we know about – who has set up an RSS feed on his site to RSS and/or a hot link are a no-brainer.
  • We already have our first sponsors for the site, with more welcome.
  • We will provide opportunities for any legitimate MH Industry retailers, community, developer, manufacturer, lender or other product/service providers to have low cost pages and link backs. During the introductory phase, those who buy a page will have it on our site for the next 5 years (some common sense restrictions apply).
  • We will welcome and encourage association involvement in this project in ways that will be mutually beneficial. Association members or executives, please feel free to call 815-270-0500 or email me or, thanks!

In the days ahead, we will give you a more detailed tour of the ManufacturedHomeLivingNews site, the concepts and how we will continue to add to it in the days ahead. But lets pencil out a few quick points.

Target Audience

  • The general public.
  • Public officials (image building will help win more efforts with them too).
  • Current manufactured home owners and land lease community residents, because they can become our industrys promoters, if we are wise. They want to feel good about where they live! Give them a tool they can share with their friends, family, co-workers and associates, and they will share it for their own good reasons!
  • Industry members. Use this as a closing tool when needed. Example, the video about tornadoes and manufactured housing has already closed business for a forward thinking sales pro at their community.

A top executive at vertically integrated company told me this recently. Tony, we follow up on all our leads. So we know that we lose more business not to others in manufactured housing, but to people buying a conventional, site built house.

That is one of many reasons the industry needs this website!

We will continually add content to this new site, similar to how we have done it for the past 3½ years here on Adding content is one of the many ways that we will keep visitors coming back.

Manufacturers, Retailers and Communities are all welcome to submit an appropriately decorated featured home. For more information, please click here.

We will also showcase for readers how even lower end or older mobile homes are a legitimate, value option. Over time, our featured articles, homes and videos will deal with all of the common objections that skeptical prospects and the public have. We will also update the video with a bigger, better version 2.0 of that tool, a sponsor(s) for that video update are welcome.

Just Do It

Youve asked for it. Youve got it. Now, learn to use it and run with it!

Pass the word onto your team mates and to anyone you know. Here is a starting how to use this New Business and Image Building “free” tip article. Your questions and feedback by phone or email are welcome. ##

PS: Check our many Exclusive and Red Hot Featured Articles for May and see the

other new stories at too.

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