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Cash and Good Credit Customers Want EVIDENCE – Why MH Testimonials Matter

June 21st, 2016 No comments

Let’s be candid. You can say all kinds of great things about your business. But what matters more to a retail shopper is a testimonial. Its not that they won’t listen to you, but some studies suggest that the impact of a third party testimonial is 7 times to 8x greater than just your own marketing message.

Here is an actual example from the MH World, in Westville IN.

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Recommendation delivered via LinkedIn. See http://www.linkedin.com/in/latonykovach Let’s note that Tom and the Fath family have done a ton of good work. They were receptive to trying new appraoches, and they embraced them in a positive, professional fashion. Success in any venture that involves multiple people is always a result of good team effort, the Fath family underscores the truth of that statement. The Fath’s executed on a good plan!  Kudos to them.

 

This client is not the only one, there are more!  But they’re among those who’ve discovered what it means to have a total marketing and sales process geared to attracting the site built buyer.  Testimonials and the right kinds of vidoes are just part of that attraction-marketing/sales plan. FYI – a third party testimonial is one done by a third party, not one done as a kind of an ad for the operation in question.  See MHLivingNews.com for more examples.

Keep in mind the average site built buyer has a credit score north of a 720 FICO

Note that the client above historically did retail – they had a separate MH Retail sales center. Now they’re doing only in community sales. Might they go back to doing ‘street retail?’ Time will tell!  But this process is working for retailers, communities others in MH.

Marketing and Sales should dovetail. You already are getting customers who are – what we lovingly call – the MH shopper.

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Using the current seasonally adjusted annual rate (SAAR) from NAR, NAHB and US Census Bureau, new MH is only about 11% of all new single family housing starts. It is only 1% of all new homes and existing, resale homes. That’s sad, but it also is opportunity in disguise. You can really grow your business with the correct systems in place.


But the reality is that the new MH shopper is only 1% of the total of all new and resale home sales in the U.S. Who says? Industry stats – National Association of Home Builders (NAHB), Manufactured Housing Institute (MHI), Manufactured Housing Association for Regulatory Reform (MHARR) and National Association of Realtors ® (NAR).

Here is a powerful consumer testimonial video.

Not all testimonials have to be from consumers. Here’s one from a housing inspector!

The site built customer shops for weeks or months before they reach out to you in a visible way. You have to have a long term engagement strategy. We can show you how that’s done.

The path ahead for YOUR community or for YOUR retail center is to attract and sell more of the site built customers. There may well be more MH shoppers now than 5 years ago. But there are 99 times more conventional housing shoppers than new MH buyers.

Want to grow sales sustainably and profitably in your market(s)? The combination of the right marketing, the right sales system – that’s the key for advancement.

Oh, yes! Speaking of testimonials, check out Wayne Coakley’s article this month on the power of video testimonials. You’ll be glad you did.  ##

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Near capacity crowd gave two thumbs way up for the live presentation on MH Marketing and Sales at the 2016 Tunica MH Show. Video report, click here.

By L. A. ‘Tony’ Kovach.

 

 

Common Sense Will Spur Manufactured Housing In Your Market!

June 17th, 2016 No comments

Let’s state the obvious – advancing the MH industry and your place in it – Its all about good, persuasive storytelling.

This isn’t something we just preach – in collaboration with others in operations like yours – we’ve been practicing it for years.

 

 

Notice how each of these stories advances the MH industry, as well as those specific people and operations in the story?!  Notice in the story below how we correct the misguided notion that a modular builders should trash the HUD Code, or vice-versa.  Each needs to be properly respected, tell the facts well, and both will grow.

 

 

We also feature state and other associations doing good work, which helps promote the professionalism and success of our industry.  

 

 

We feature national issues that harm consumers, businesses and those associations which are working on their behalf.  Notice how this next article and video corrects so much of the errors that the Seattle Times/BuzzFeed/Center for Public Integrity and the PBS NewsHour and others have promoted?  

 

 

Some people think that mobile homes of yesteryear have to be thrown under the bus for manufactured housing to advance.  Nonsense!  What has to happen is good storytelling. Those mobile homes have for decades – and many still do – serve millions well.  Celebrating the good, while tackling real issues – that’s how MH advancement takes place.  

 

 

The next story is one that showcases how an engineer – one who owned a conventional house, and also lived for a time in a mobile home, embraced today’s residential style manufactured home.  Think that makes for a good story?  You bet!

 

 

We could go through dozens of examples like these. In every case, those featured in the report can benefit, but also the industry at large benfits.  This is how mutual victories takes place.  

 

 

Recent reports (examples, like from a manufacturer and a community we’re working with) reflect their sales growth.  We can’t divulge private info, but we can share what they have publicly, like this example here, where a happy client is urging others to do the same as they are doing – and benefiting from.  On LinkedIn, we have hundreds of endorsements, because those who apply what we do benefit and see the value.

 

 

This storytelling method isn’t instant or easy at first,it requires planning and good execution. But it is the proven path that other industries and businesses have followed for years.  

The sooner and better you do this too – hopefully in concert with us, because no one else has the same kind of MH industry promoting MHLivingNews.com and MHProNews.com platforms – the sooner and the better off you and your business will be.

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Thousands of mainstream media websites have picked up ‘good news’ stories about manufactured homes, modular homes, and mobile home living published on MHLivingNews.com. Of course the public will read, see and increasinly over time, be positively influenced about our MH industry.

And while clients benefit more, the industry at large benefits too. That’s what good storytelling looks like! This approach is fair!  This method is so honest, common sense and this is what mutual victories looks like! ##

LATonyKovachPresentingIndustryMembers-MHProNews

Tony is the most widely known and respected MH marketing services, video producer and industry consultant, as well as the top MH sales trainer in the U.S.. He and his team publish MHLivingNews.com and MHProNews.com. He is the host of the popular Inside MH Road Show video series.

By L. A. “Tony” Kovach.

Managing Member of LifeStyle Factory Homes, LLC.
Publisher of MHLivingNews.com, MHProNews.com and Inside MH video series.
MHI member, MHI Suppliers Division board member.
Consultant and service provider to the MH industry.

Office 863-213-4090.
Connect on LinkedIn –
https://www.linkedin.com/in/latonykovach

Publisher – MHLivingNews.com and MHProNews.com

It’s #1! Get our industry leading, free, Twice Weekly emailed news, tips updates (our emailed Newsletters look like this) – sign up free in seconds at MHProNews.com/Subscribe. 

Profitable, Bottom Line Change for Manufactured Housing Pros

May 18th, 2016 No comments

Change is a constant in life. For the sales professional, management or owners doing what yields the best bottom line results is attractive.

When industry MH and MHC leaders recently talked about attracting more of the site-built market to consider manufactured homes, they were stating the obvious need for manufactured housing to grow from its currently low levels. 

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The latest unsolicited recommendation via Linkedin – Tony has been given  100s of unrequested endoresements for he and his team’s pro-MH growth work.  FYI – Tony stresses that all such success is always a matter of team work – and his team and sponsors do so much to make this work possible.             >>> Our thanks to Mary, and to all the association execs and staff who work hard to advance MH for their members.

Most are happy that MH is growing 8 percent a year average for the last six years, but it’s a drop in the bucket compared to what MH could be doing.

One big difference between now and the glory days of the roaring 1990s is that manufacturers, retailers and some communities provided sales training for their management and staffs. 

Sure, there was looser credit back then, but when the easy financing dried up, MH sales training was pulled, crashed and so did sales results. 

Loose credit turned out to be a disaster. The answer to growing sales for manufactured housing is obvious. You and you operation have to learn toattract and engage and sell ever-more credit qualified and cash customers.

The video on this page provides a living example of how the right kind of training can yield profitable, bottom line results. ##

Editor’s Note:  To learn more about Tuesdays with Tony, please click here. ###

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

L. A. ‘Tony’ Kovach

 Video, Websites, Contract Marketing & Sales Training, Consulting, Speaking: 
www.MHC-MD.com |www.LATonyKovach.com | Office 863-213-4090 |

Publisher of
www.MHLivingNews.com
www.MHProNews.com

 

Managing MH Change – ADKAR – Awareness, Desire, Knowledge, Ability and Reinforcement

May 11th, 2016 No comments

One of the best seminar topics in the recent 2016 MHI Congress and Expo in Las Vegas was presented by a panel from CU Factory Built Lending. They explained how as a division of San Antonio Credit Union (SACU), CUFBL had their managers go through the same change management training that they were now sharing with attendees at the breakout session held in the Caesar’s Palace Conference Center.

What made this particularly interesting was the fact that when we approach coaching a new client in manufactured home sales, without using the same terminology, we were applying many similar concepts.

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ADKAR is short for:

  • Awareness,
  • Desire,
  • Knowledge,
  • Ability and
  • Reinforcement

For example, those who have been through part one of Tuesday’s with Tony  know that we invest time in grounding what’s presented by first establishing awareness and then fueling the desire to embrace the ideal or change being showcased.

Without the desire to change, its mighty hard to make successful change a reality. So I asked the presenters this question: what do they think has to happen when someone is unwilling to make the changes requested?

Their reply was candid and spot on. If someone doesn’t buy in, then they may not be a good fit for the team.

That’s often one of the hardest things for an owner or manager to accept. What do you do when a team mate doesn’t buy in?

Before you begin, leadership must accept the fact that change can’t be an option left up to each individual team mate. That would result in leadership and management chaos.

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CU Factory Built Lending panel, sharing a powerfully insigbhtful session on change management, using the ADKAR method. Rachel Young, John Walters and Barry Noffsinger – at right – speaking. As an FYI – A Cup of Coffee with…Barry Noffsinger, is linked here.

I’ve invited John Walters, Barry Noffsinger and Rachel Young to share an upcoming article with their power point – because managing change is a key to advancing manufactured housing success at your location, company, in your market(s) and in the industry. Stay tuned for their article! ##

LATonyKovachPresentingIndustryMembers-MHProNews

Tony is perhaps the most widely known and respected MH marketing and sales trainer in the U.S..

By L. A. ‘Tony’ Kovach.

 

Justification by Comparisons!

April 12th, 2016 No comments

Often people want to buy or do whatever it is they are thinking about or considering. Studies reflect the fact that many, perhaps the majority, of customers who come to your sales canter or MH Community are ‘half way there.’ They may not need much to make the purchasing decision.

This is where the right use of comparisons can help. One method is to break the desired item down to a very basic level.

Example

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True story. My wife is planning our next home. She loves a good kitchen. She is tight with a dollar. As with all of us, she will spend whatever if the scales tip in its favor. What is often needed is a justification by comparison.

My wife and son were at the library the other day, and the library was selling old books and magazines. One of the magazine’s caught her eye, it was a book-sized photo issue about dream kitchen designs. It was also 12 years old. Some designs are timeless, others jump in and out of style. She asked the man, at the counter, how much for the magazine?

Glancing at the cover, he then looked at her and replied. “50c, a penny a dream.”

Of course she bought it.

There are numerous takeaways from this little encounter. One, we all need dreams and goals. It can be useful to have a visual aid to keep that dream fueled for us, as a motivator.

Another lessons is to help someone on the fence justify a decision. Give them a reason that makes sense, from their perspective.

Programming Note

We will have a new video about MH marketing and sales training, set for later this month.  It’s pros in the industry like you, sharing powerful insights on attracting more qualified buyers and selling more homes.  This will be from those who have been part of the Tuesday’s With Tony Training.

Want to sell more homes? Please watch for it. This has been a highly rated webinars, and those ten out of a bests possible 10 ratings come from MH pros like you.

To see what others say about business development programs like these, please click here.  You don’t go higher in a company than its president. ##

SuperChargedMarketingSaleSeminarTunica2016-LATonyKovach-

Near capacity crowd gave two thumbs way up for the live presentation on MH Marketing and Sales at the 2016 Tunica MH Show.  To see the 2016 Tunica Show Recap Video, click here.

By L. A. ‘Tony’ Kovach

MHLivingNews.com
MHProNews.com
MH Business to Business and Business
to Consumer Marketing Specialists

– 
B2B B2C

Websites, Contract Marketing,
Sales Recruiting & Training.
Consulting & Public Speaking.

MHC-MD.com LATonyKovach.com
Office 
863-213-4090 |

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