Print and Online Publisher Ad/Marketing Impact Study & Manufactured Housing

July 19th, 2016 No comments

When we market for MH clients, besides just a website or social media, we often use print and digital publications.

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So when The Daily Journal  told MHProNews the following facts about the results from online and print media, we naturally wanted to look closely at this graphic below and share it with our readers.

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Credit, The Daily Journal.

Note that in manufactured housing – there is only one Daily Business News – and its here on MHProNews.com. That’s why thousands flock here every day, to the #1 Business to Business (B2B) website in all of manufactured housing.  

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From independent firms to some of the largest companies in the MH industry, they find advertising and marketing on MHProNews.com makes sense for them. Why not check into our amazing value for your B2B outreach? We have the #1 professional audience in all of manufactured and modular housing.

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On the Business to Consumer (B2C) side, we have another unique and #1 platform of its kind that informs the public about the good news of manufactured housing today. With videos we shoot and/or produce, with positive story-telling through words and images, we help our clients profitably advance.

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There is no other third party media operation that rivals the positive story telling that MHLivingNew.com presents 24/7 to the public. That’s why we are #1. Results like the one linked here proves our marketing and sales training work for our clients – works for them. Get more bottom line results, contact us for a free evaluation.  Videos. Websites.  Sales Recruting. Sales Coaching & Training. We’re #1, Working Together, We can Help Your Operation be #1 in Your Market(s) Too.

Our firm believes in a diversity of marketing options, so ideally, what combination of items used at your location(s) should be tailored to your specific firm’s needs.

So whether you’re marketing B2B, or B2C – you should talk to us.  Initial conversations are no costs no obligation.  We can routinely help you maximize your budgets and results. That’s a fact you can take to the bank.  Working with us…it pays plus it advances our industry professionally and publicly. ##

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Patriotic marketing?! Video still credits, Fox, Fox News and Major League Baseball; to see the music video and interview, click here.

3 Promos You Can Access for Free!

1) Please check out the new, updated music video of Grammy Award winner Lee Greenwood’s Proud to be an American, God Bless the USA here.

2) Please see and share this new video test too – The Aha! Moment – Entertainer’s Delight LifeStyle Model Home Video Tour

3) Matthew Silver’s Daily Business News briefs continue to be Read Hot. If you’re not already hooked, you can do soat the link above. And you can join our growing and popular list of MHProNewsemailed news update readers in seconds at this link here. ###

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Photos from NY Housing Association annual meeting.  To see what others say, check out LinkedIn (Tony is said to be the #1 most recommended and endorsed pro in all of MH), or click this link here.

By L. A. “Tony” Kovach.

Managing Member of LifeStyle Factory Homes, LLC.
Publisher of Industry leading 
MHLivingNews.com,MHProNews.com
and 
Inside MH video series.
MHI member, elected 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. 

 

Setting the Manufactured Housing World on Fire

July 4th, 2016 No comments

Too often, the world – as well as large numbers in our MH Industry – are willing to settle for second, third or fourth best. Too often mediocrity – or an apathetic acceptance of some status quo – are the norm. The problem is that such thinking and behavior are self-limiting.

As a thought-provoking, inspirational antidote to accepting mediocrity – or second, third or fourth place finishes – we share the following quotes.

Be who God meant you to be and you will set the world on fire.”

Catherine of Siena

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Graphic credit, Pinterest.

Superficiality is the curse of the modern world.

Matthew Kelly

Let your life be guided by greatness.”

Matthew Kelly

Everybody is a genius. But if you judge a fish by its ability to climb a tree, it will live its whole life believing that it is stupid.” The question I have for you at this part of our journey together is, “What is your genius?”

Matthew Kelly

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Olympic hopefuls practice for years to do a race or routine that may only last a few minutes or seconds. That’s what commitment to excellence looks like. – – Gymnast Aly Raisman became the first American woman to win a gold in the floor exercise, with her victory at the London 2012 Games. Photo credit, KPLU.

Our lives change when our habits change.”

Matthew Kelly

We don’t want to think about our weaknesses. We don’t want to talk about them, and we certainly don’t want anyone else to point them out. This is a classic sign of mediocrity…”

Matthew Kelly

The problem is that without an understanding for their meaning and purpose, most relationships quickly become little more than vehicles for the pursuit of selfish and individual goals. Disagreements then become a battle between conflicting interests, rather than a search for a mutually satisfying resolution.”

Matthew Kelly

In fact, the more each person can remove his or her ego from the discussion and focus on the subject matter, the more fruitful the conversation will be for all involved.”

Matthew Kelly

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Image credit, WikiCommons, poster credit, MHProNews-

Never believe a promise from a man or woman who has no discipline. They have broken a thousand promises to themselves, and they break their promise for you.”

Matthew Kelly

Reading is to the mind what exercise is to the body and prayer is to the soul.”

Matthew Kelly

If we will walk humbly with our God, He will lead us by the hand to exactly who and what we need, to those people, things, and experiences He has designed and intended for us, and this alone will be the cause of our deep fulfillment and happiness.”

Matthew Kelly

Striving humbly but heroically to live by what is good, true, and noble in the midst of – and in spite of – the modern climate.”

Matthew Kelly

The notion of freedom proclaimed by the modern world is anti-discipline. But true freedom cannot be separated from discipline.”

Matthew Kelly

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Prepare for excellence in MH just as an athlete prepares to run an Olympic race. Photo credit – Nate Barrett/Oregon Daily Emerald.

An Olympic athlete practices for years, sometimes to run a race or do a routine, that will only last for a few minutes or even just several seconds. That’s what a commitment to excellence looks like!

Note that the genuine enthusiasm in each of those in this video interview?
Do you think that passion will boost their results? Of course. When you and
Your Team Learn More, You Earn More. Excellence is routinely rewarded.

When

  • more new people entering into manufactured housing with a thirst for learning how to properly share our industry’s great story, and with a passion for excellence,

  • as more of those who have been in the MH industry for years learn the same,

  • and as a growing number of MH Pros make a similar commitment to proper customer care,

then you’ll see those pros, those locations and such organization’s experience serious and sustainable growth.

We have a great industry, with true and terrific stories, that provide amazingly valuable products and services.

Energize your career and that of your team with a deep thirst for excellence, and greater success is sure to follow.

That’s the gospel truth, and those we work to inspire excellence and myself are going to stick with it. ##

LATonyKovachPresentingIndustryMembers-MHProNews

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 his team publish MHLivingNews.com and MHProNews.com.

By L. A. ‘Tony’ Kovach.

Free Twice Weekly emailed news, tips updates (Newsletters look like this) sign up free in seconds at MHProNews.com/Subscribe 

Office 863-213-4090.

MHC-MD.com and LATonyKovach.com

 

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. 

 

Boston Globe Editorial on Manufactured and Modular Homes Solving Affordable Housing Crisis, Revisited

June 11th, 2016 No comments

In a Boston Globe  Editorial dated June 1, 2014, one of the nation’s largest newspapers’ digital edition carried the following article, which advocated for manufactured and modular housing to be used in their city.

We’ll share the entire column, under fair use guidelines, and then comment at the end.

Their headline and article (from their page linked here) is found below, between the — dashed lines.

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THE TERM “manufactured housing” tends to invoke a 65-by-12-foot mobile home plopped down in a trailer park. But the industry has evolved to the point that many housing units assembled in factories are indistinguishable in looks and quality from homes built on site. Multi-family, modular homes built to federal safety standards would look especially good in Boston neighborhoods where middle income people are increasingly priced out of the market. The modular building industry cites cost savings of 10 to 20 percent as compared to conventionally built homes. Those savings would open a lot of doors.

Last week, Mayor Walsh vowed to come up with a comprehensive plan to address the city’s chronic lack of middle-income housing. Many officials consider this housing problem to be biggest single threat to Massachusetts’ economy. At a time when manufacturing businesses are growing again, and even pillars of the knowledge economy require livable options for their back-office workers and support staff, the Boston area is almost totally unaffordable to the middle class. Subsidized-housing programs can only do so much. Walsh needs to look at market-driven solutions. A new zoning initiative to identify key spots in Boston neighborhoods for multi-unit developments would be a good start. But in seeking to drive down construction costs, manufactured housing must be encouraged, as well.

Traditionally, the building trades — which were formerly headed by Walsh himself — have pushed hard for so-called stick-built construction over less-expensive manufacturing techniques. Construction workers may well resent the sight of entire walls with doors and windows intact arriving in Allston, Hyde Park, Dorchester, or other Boston neighborhoods on flatbed trucks from out-of-state factories. But there is room for a workable compromise, and Walsh is in a good position to negotiate it: Manufactured homes could be built in Massachusetts factories with unionized labor. Then, as more area communities take advantage of the economies of scale, construction prices would drop even further. The need for new mid-priced units is vast throughout eastern Massachusetts; in the city of Boston itself, some 30,000 of them need to be produced over the next decade just to meet existing demands.

The Walsh administration, like the Menino administration before it, rightly worries that Boston is becoming a bifurcated city where the very rich live in market housing and the very poor live in subsidized units. And once that happens, much of the city’s character goes out the window. The South End, Charlestown, Back Bay, Fenway, and other northern sections of the city are considered beyond reach for families who are not prepared to spend at least $3,500 in rent. In downtown Boston, according to a recent analysis, a family earning $80,000 annually could afford just 1.7 percent of the homes sold.

The price of new housing can be reduced in two ways: By streamlining the approval process and reducing the cost of construction. A concerted effort to rezone Boston’s neighborhoods would ensure that local opposition to multi-unit developments would be resolved before the projects are actually on the table, greatly reducing delays and giving developers and the banks who finance them far greater certainty.

For their part, developers will have to utilize less-expensive construction techniques. Mid-rise construction, for example, is being used increasingly to alleviate housing shortages in cities with high housing costs. The new model calls for the construction of wood-frame, code-compliant buildings of up to five stories on a base of steel and concrete. Choosing wood over steel as the major structural material can represent savings of 10 percent or more in hard costs and significantly reduce construction times, according to industry analysts. And the framing technique is sufficiently versatile to allow for the construction of dozens of housing units on modestly sized sites.

In the early 20th century, triple deckers became the symbol of Boston’s striving middle class. The construction style maximized living space on small, rectangular lots. In the early 21st century, the new symbol of middle class housing could be modular homes or reasonably-priced condos and apartments built in wood-frame structures above retail outlets. It would help preserve middle-class life and keep Boston one of the nation’s most vibrant cities. ##

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I can’t get too deeply into Boston’s politics, the Globe’s editors will have a superior experience in their city than what I might offer, beyond saying that what they describe is rather common in many major U.S. cities. Union labor in often Democratically controlled cities chocking off the prefab/modular/manufactured home options are one reason why housing costs are so high.

But the Globe suggested a solution for that issue.

Land use – zoning related issues – are another factor that drives up housing costs.

While striving to navigate their own realities, the Boston Globe’s editors nailed a number of facts that ought to be carefully considered on this, the 40th anniversary of the birth of federally regulated manufactured housing.

As factory-built home industry pros know, today’s manufactured homes evolved from – but are not – the mobile homes of yesteryear.

Yet as the Globe’s editor’s wisely noted, many think of factory building in terms of those older trailers from roughly the 1930s to the 1950s, and the mobile homes from the 1950s to the mid 1970s. The video below illustrates that evolution, and the original article with that video is found linked here.

Others may have experienced only entry level manufactured housing, which while important to millions, ought to be understood as just one of the ways manufactured homes can be provided to the public, since residential style manufactured homes can rival the looks and quality of conventional housing for about half the price.

The Solution is Hiding in Plain Sight

In cities, suburbs and towns across America, there is a growing need for quality affordable living. Federally regulated and preemptive manufactured housing is an obvious solution for millions, and somewhat more costly modulars could work well in other municipal settings.

The false impressions about those off-site building construction options can be cleared up in part by sharing videos and stories, like those linked on this page and so many others that are found on MHLivingNews.com.

One example of an informed household – an engineer and his professional wife – who opted to buy a manufactured home – illustrates that the trailers of old have evolved, just as bag phones evolved into modern smart phones. See that video linked from the image below.

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Jerry McKibben is an engineer; he and his professional wife decided to buy a residential style manufactured home. That video interview can be seen at this link here, or by clicking the image above.

But other steps need to compliment videos. Factory tours along with tours through residential style neighborhoods that look like other houses but are built in a factory, all of those steps should be part of the process of making manufactured homes the acceptable and embraced choice by home seekers and public officials alike.

Until manufactured housing professionals – in concert with the public officials, housing professionals, forward thinking MH industry leaders and a public that needs to be exposed to the wonders of today’s manufactured housing – pull together and act, tens of billions in economic opportunity are being lost every year.

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Those opportunities would create good jobs, as the Boston Globe correctly points out. It could reduce the pressures on subsidized housing programs too.

Embracing the manufactured and modular home systems of building can restore the American Dream of home ownership that is appealing, eco-friendly and affordable. May the Boston Globe’s thoughtful column cause others across the nation to give this issue some serious thought that leads to action that yields mutual victories for all involved. ##

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L. A. “Tony” Kovach.

By L. A. ‘Tony’ Kovach. Tony Kovach is nation’s leading publisher, consultant, trainer and expert witness leading to the rebirth of safe, appealing, affordable and eco-friendly modern manufactured homes.  Tony is a proud part of the team that publishes MHLivingNews.com and MHProNews.com, divisions of LifeStyle Factory Homes, LLC.