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Archive for July, 2015

MH Habit Forming!

July 29th, 2015 No comments

Perhaps you know the maxim, “First, you form your habits. Then your habits form you.”

Whatever your profession, good habit formation – meaning good work disciplines – are a key to success. So why is it that so few in MH invest in training and team development?  Why do so few see the need for ongoing training?

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Training ought to be FORMAL, in the sense of a planned approach tailored to your location and team.  But for those who truly have no budget for training, let me suggest the following no cost solutions.

Business_as_Usual_Dead_End_Flckr_Creative_Commons_opensourceway posted on MHMSM.com and MHProNews.com

Business_as_Usual_Dead_End_Flckr_Creative_Commons_opensourceway posted on MHMSM.com and MHProNews.com

15minutesdaily-cuttingedgemarketingsalesmanagementblog-mhpronews-com- > Require every team member to spend no less than 15 minutes a day watching videos on MHLivingNews.com.

> After 30 days, then have them add 15 minutes a day on MHProNews.com (at that point, its 30 minutes daily total).

 

Monitor and at the end of at the end of every 90 days, watch the growth in understanding, improved attitudes and bottom line results.

knowledge-pays

Every good profession or business has formal training.

An HH Gregg team member told me their management calculated that their typical team member gets 300 hours a year in formal training. They’ve been growing.  See the connection?

The best option is to invest in the right marketing and training.  If you don’t have the budget to do that, do the 2 steps above and stick with it!

Ignorance costs. Knowledge pays. Form the habit, and it will form – and reward – you and your business. ##

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Soheyla Kovach, Left. Tamas (pronounced Tah Mash) center, and L. A. “Tony” Kovach, right. Photo credit 83 DegreesMedia and Julie Branaman. We thank 83Degress for their kind thoughts.  See their write up, linked here.

By L. A. “Tony” Kovach.

Increasing MHC Infills – getting more good Manufactured Home Sales

July 25th, 2015 No comments

Some may look at the headline and ask, can there be ‘bad’ sales?  Those who have never had a bad sale will be those who ask that question.  We all have customers we want to attract. Remember, we are talking about getting more cash or good credit customers, there are no references to protected classes implied.


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Take Simple Steps to Grow. Good video can have tremendous ROI.

So how do we grow the sales of new Manufactured Home (MH) Infills into your community?

There are many – dozens – of proven ways, but let’s look at one today.

Start with this reality check.  If your MH Community (or retailer center) has been there for years, people have already formed an image or opinion in their minds. Some may like, love or be okay with your location and homes.  Others won’t like it and don’t like what they THINK (mistakenly) that MH is. That’s life.

So, how do we get more people with cash or good credit to give you a fair first or second look?  You have to shift their perspective with new insights.

Videos on the Manufactured Home Lifestyle

A video of a house can be nice, but it’s unlikely to change a negative, anti-MH perspective.  What will?  When you directly challenge it with some new, compelling and hopefully appealing insight.

Those insights come when you challenge a stereotype or shatter a myth.

The Pharmaceutical Executive that sold his big house for a modern Manufactured Home

One example is our latest video on ManufacturedHomeLivingNews.com.  This gent and his wife both had great jobs.  They could buy any conventional house they reasonably wanted. He’d built new houses and worked from years in real estate sales.  This is a great story and video, click the image below and see for yourself.

Once you see it, share it with your team mates.  Then, share it with those MH skeptics! Send it to your friends, put it on your social media.  We know companies closing more sales by showing the appropriate video(s) to those who are sitting on the fence.

The POINT…The POWER of “Third Party!”

Wayne Coakley, Business Reputation Professional, talks about the power of third party references.

If you have videos about people living in one of your fine manufactured homes, people who loving their MH Lifestyle, that’s the subject for a good video.  You let prospective customers see their home, while listening to the person living in it talk about manufactured home living.  You may show the neighborhood they live in, literally through a new lens.

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Skeptics might want to know  more about how a modern manufactured home is actually built, An interview with experts is another way to shatter images and outdated myths.  Check out the video that this photo is tied to, at this link here.

You could make your own videos, but they are still yours.  You can hire a videographer, but they may not have a clue as to how to present the MH or MHC message.  Besides bringing you the POWER of a Third Party – the Lifestyle News – viewpoint, we are often less costly than having a local firm do videos.  Plus we know what to ask, and how to package it.

Videos like these can change perspectives, buy opening people’s eyes and minds. Have them Made well, and use them correctly as part of a broader strategy and you will attract more customers with cash or good credit. See the links below for related stories. ##

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See the kind words shared by the MMHF Chairman, by clicking the photo linked above.

 

By L. A. “Tony” Kovach – speaking of third party, please click my name to check out the linked article, written and published by a third party.

 

 

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The Road Less Traveled and Manufactured Housing Advancement

July 21st, 2015 No comments

Two roads diverged in a yellow wood,

And sorry I could not travel both

And be one traveler, long I stood

And looked down one as far as I could…

(The opening from the Road Less Taken, by famed poet Robert Frost)

Long has manufactured housing taken the road less traveled.  You need not take my word for it, you can read what an industry veteran like Bob Vahsholtz has to say about MH’s storied past.

While many of us love poetry and wordplay, we ought to think higher of the goal of serving ever more Americans in the ways that MH can do best!  We need, among other things, to introduce more of the mainstream media to our ‘good news stories.’  Manufactured housing has many, here is one that award-winning journalist Jan Hollingsworth published for 83DegreesMedia.

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Photo Credit: 83 DegreesMedia and Julie Branaman.

Factory built homes appeal to millennials, boomers across America

JAN HOLLINGSWORTH / 83 DEGREES MEDIA TUESDAY, JULY 21, 2015

Millennials looking to buy their first homes and Boomers looking to downsize find factory-built or manufactured housing to be a good alternative that offers affordable, sturdy and green living.

http://www.83degreesmedia.com/features/manufacturedhousing072115.aspx

83 Degrees Media, I’m told, has the reputation for covering stories that are ‘so cool they’re hot.’

We had the pleasure of introducing Jan to the MH pros in the story linked above.  I think Evan Atkinson and Steve Adler all come off well don’t you?  The reference to Bill Matchneer, is also positive.  The home owner they featured, is clearly a great choice for breaking those old MH sterotypes.

We were a resource, but it wasn’t until this morning that I actually saw a single word that went into their fine story, linked above.

Before saying more, please, let me encourage you to read the 83 Degrees Media’s story, and then share it via your social media, email and word of mouth!  It is important that we be engaged with the mainstream media on all stories, but especially we must learn to share the GOOD STORIES.

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Photo credit: 83DegreesMedia and Julie Branaman.

That’s the Road Traveled by other industries. Lift Up Your Good News!   It has been the road less traveled by manufactured housing.  We need to change that, perhaps, starting today?!  Please click this link and read it, and why not post a nice comment at the end of Jan’s story?!

Jan “discovered” us in part through MHLivingNews.com.  I was happy to make some introductions so she could do the story above.

Then, The Unexpected happened…

You don’t know what will happen when mainstream media covers you.

What we didn’t originally discuss was Jan’s suggestion, after she interviewed those others in the story linked above, that she felt there should be a side-bar story about the people behind MHProNews and MHLivingNews.

My reply? I told Jan that my wife Soheyla (pronounced as it looks – So Hey La) will never go for it, and it wouldn’t be right for me to do a story like that without her, because her role in both of those and other online efforts has been essential. 

So Jan spoke to my truly better half, and convinced Soheyla that it was a good idea.

So like the ‘main’ story above, I had not one clue as to one word that would go into Jan’s companion article before I saw this:

SoheylaTamasTonyKovach(L-R)MHLivingNews-MHProNews-credit83degreesmedia-

Soheyla Kovach, Left. Tamas (pronounced Tah Mash) center, and L. A. “Tony” Kovach, right. Photo credit 83 DegreesMedia and Julie Branaman.

Tired of renting? Get the scoop on manufactured homes

JAN HOLLINGSWORTH / 83 DEGREES MEDIA TUESDAY, JULY 21, 2015

Team Kovach, husband L.A. “Tony” and wife Soheyla, of Lakeland share news about the increasingly popular manufactured housing industry through online publications and word of mouth.

http://www.83degreesmedia.com/features/mhnews072115.aspx

“The Voice”

Indeed, we do try to be at least as positive a spokesperson for the Manufactured Housing Industry as anyone. We do that by:

ManufacturedHomeVideoMontageMHProfessionalsMainNewsMakersLATonyKovach-comVideos

Some of the dozens of pros we’ve interviewed for MHLivingNews and MHProNews.com.

  • putting the spotlight on professionals like yourselves, and good MH operations.
  • We do that also by showcasing the home owners who love their manufactured homes.
  • And we do it by interviewing experts outside of our MH industry that have taken the time to look, see, touch, experience and fall in love with manufactured home living, be it on privately owned land or in land-leased MH Communities.

When we do a written or video interview, the focus is on the person we are speaking with and the subject being discussed in the interview. We want those we interview to come off positively.

Our approach is simple.  We want to get that person interviewed talking about their area of experience or expertise.  By doing so, we see more investors, public officials, media and those all-important home buyers truly ‘getting it’ about today’s manufactured homes.

…Two roads diverged in a wood, and I—

I took the one less traveled by,

And that has made all the difference.

Ladies and gents – my fellow MHPros – kindly let me encourage you to take the road less traveled in MH by taking the road more traveled by other industries.

We need to share the good news that happens in our industry, even if the good news is about someone else!  See a savvy example, by an MH retailer, linked here.

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The industry has been on a 5 year uptick.  But we have historically done much better, and need to reach higher than we’ve been in recent years. Note: MHI has very similar totals to this chart which used data provided by MHARR.

 

Until the public realizes there are so very many good news stories about MH, we will never, ever reach our full potential.  We truly believe that MH should be doing 500,000 + new manufactured home sales per year.  When people realize just how great a value today’s MH truly is, that can once more be the case.

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Our industry exceeded 500,000 new homes per for 2 years, and were just under half-a-million new shipments two other years, as the graphic shows. The facts we showcased last month in the State of the Manufactured Housing Industry reports proved we can do so again.

That would also mean many times more modular sales than we currently experience.

Please. Take a few minutes to read the stories above.  Post it on your social media and share it with your team.  Ask them to do the same.  Good viral stories are SOoooooooooooooo much better than the other kind.  Positive news is good for the industry, and that is good for you. As Robert Frost said,

“And that has made all the difference.” ##

latonykovach-com-brushed-cutting-edge-marketing-sales-blog-mhpronews-com75x75-By L. A. “Tony” Kovach.

Three Point Lesson for Manufactured Home Marketing Pros – How A Google Search Works

July 8th, 2015 No comments

Have you ever wondered how a Google Search works? I think we’ve all thought about that or asked that question from someone before.

Let’s go straight to the horses-mouth today to Google’s answer on their own site, found at this link. Once you’ve looked at their quick presentation, please “x out” of that page and return here.

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6o Trillion web pages online and growing by the second! With all of those page, how can you possibly get on page 1 of Google with an unpaid search? There are legiimate ways, as the test results shown below demosntrate. Image credit – Google.

Now as you look at their information found at the link above, think about the graphic shown and wonder. With trillions of pages online and growing, how can you or anyone else possibly end up on page 1 of an unpaid Google search?

The answer is there are legitimate systems a web pro knows to accomplish those results!

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Here is another example of a Google test we did just minutes ago. We do Google tests for active clients to make sure they are well positioned. We routinely get to page one on an unpaid (organic) search result.  Here below is another test we just did, on a different subject – it’s a hot topic in MH news today.

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The only way to guarantee a page 1 Google result is to pay them for it (Google Adwords). That said, there are strategies that are legitimate (known as ‘white hat’ SEO -Search Engine Optimization- strategies’) and won’t get you flagged as a search engine spammer or black hat SEO  site.

If you are looking to do video or improve your online marketing or sales results, please give us a call. We know MH and we know the web too.  See what others say at the link below. ##

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L A ‘Tony’ Kovach has become one of the most widely recognized experts in MH marketing, sales and publishing.

 

By L. A. ‘Tony’ Kovach.