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Archive for the ‘Videos’ Category

Dominating Your Local Market, The Manufactured Housing Revolution

October 25th, 2017 No comments

Nothing is changed until it is challenged.”
– Soheyla Kovach,
co-founder of MHProNews.com and MHLivingNews.com.

NothingIsChangedUntilItisChallenged

In a variety of ways – in collaboration with professionals across the spectrum – first MHProNews, then MHLivingNews began to challenge the status quo that’s holding back the manufactured home industry.

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With words, images, and videos – we proved that even a modest budget and a serious effort could make a difference in selected, local and regional markets.  We know, because we’ve proven time and again that we’ve done it for others –  here’s one that explains it all on video – so we can do it for you.

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Progress is never inevitable.

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Real progress occurs from commitment.

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Do you want or need to grow your business? Do you want to Dominate in your local market(s)?

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The Runaway #1 in MH. We don’t just talk, we’ve proven our abilities.

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Then pick up the phone or message to start the conversation.

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The Manufactured Housing Revolution energizes professionals at every level in the industry. How about you? ## (Marketing, Sales, Management Consulting, Publishing, Video.)

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Think beyond Feature Advantage and Benefit – FAB – which only positively impacts maybe 10% of all MH shoppers! FAB should only be used when needed. Learn what 21st century customers today really want. Tony is the most widely known and respected MH marketing services and consultant and MH sales trainer in the U.S.. He and their team publish MHLivingNews.com and MHProNews.com.

L. A. “Tony” Kovach
863-213-4090

 

 

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##

Trending – White Board Video Marketing, Manufactured Housing and You

August 15th, 2016 No comments

When something new pops up on the horizon, that isn’t always a signal that a professional should automatically jump on the bandwagon.

Once something is taking root, then it makes more sense to jump in.  For example, being on Facebook 10 years ago wasn’t as important as it became 5 years ago, or how much more important it is for marketing today.

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A still from one of the two white board videos shown below on this page. As you watch those two videos, imagine how they might be applied for you and your business. Then, give us a call or shoot us an email, and we’ll set up a time to discuss it.

That point made, I’m not ready to say that White-Board Videos are a must have, today.  They aren’t a good fit for everyone, today.  But they do offer a number of cool features at a very modest cost. So for those that it would be a good fit, today is a good day to get that ball rolling.

We see value for many, but not all, current or potential new clients of the marketing side of our operation. As you look at this two short videos (both together, less than a minute!), think about the kind of messages YOU might want to convey about YOUR business, product and services.

Rather than describe them, we’ll share our first two Whiteboard videos with you on this page.  Think of these whiteboard videos as a light-hearted, fast paced way to tell key parts of your story in a short period of time in an engaging way.

As an FYI, these whiteboard videos can be longer, of course. We opted to make them very short, to demonstrate their ability to convey quite a few facts in a short period of time.

For those B2B or B2C outreaches, keep us in mind.  We know MH, we’ve worked the front lines of retail, community, with lenders, builders and others who specialize in the industry. We don’t know it all, but because we have the fundamental grasp and total belief in the business, we’re miles ahead of bringing in an outsider who doesn’t know MH at all, or who thinks about modern manufactured homes as “mobile homes” or (shudder, worse yet…) ‘trailers.”

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From this Inspiration blog post, linked here.

We’re number 1 in our space because of understanding and staying in touch with what is happening for MHPros like you.  We don’t just report the news, we help make good news for operations like yours (see a yet another recent success story in MH example, linked here).

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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

#1 Publishing | Video Production | Marketing | Websites | Sales Recruiting/Training | Consulting | MH Industry Expert | LinkedIn
Ph. 863-213-4090.

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! ##

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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

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