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Posts Tagged ‘business to consumer’

Earn $43 for each $1 invested? Manufactured Housing, You and Email Marketing

June 6th, 2014 No comments

Be it business to business (B2B) or business to consumer (B2C), email marketing is a very important part of staying in touch and generating business.

Building an email list takes time, and effort. That translates into costs. But are the costs worth it?

email-marketing-2011-43-52

Frankly, as the it is a TOTAL no-brainer!

The Direct Marketing Association provided the statistic above, but IMHO, that is way to LOW for much of the manufactured housing industry!

Let's do some quick math. You are a retailer or MHC that sells homes. Or you are a lender, and want more good loans. One lead that 'cashes' is worth years of the modest cost for an email marketing program!

First, you hopefully are using a CRM system – please see this article by Brad Nelms on that topic –

http://MHProNews.com/home/featured-articles/june-2014/117-marketing/7683-you-your-manufactured-home-business-your-image-and-bottom-line

Next, hopefully you have a great website, if not, look here:

http://MHProNews.com/home/featured-articles/june-2014/117-marketing/7671-does-it-really-matter-who-you-use-to-build-a-manufactured-or-modular-home-industry-website

manufactured-home-living-news-v-3.0-ipad-

Third, with a good database/CRM nested on a good website that attracts and keeps new customers coming in, you'll get an pretty darn automated system that can keep your clients informed!

Fourth, You have to offer them something they want to know about, of course.

In our case, here at MHProNews.com, we offer Industry News, Tips and Views Pros Can Use. People have learned that using our email news updates is a time saver and keeps them informed.

Translation: our emails save and/or makes MHPros money. And it is free.

You should do something similar with your clients. Need a hand? Give us a call.

email-dark-wikicommons-posted-mhpronews-com

BTW. If you haven't been added to our NEW and IMPROVED emails, here is how they look, scroll all the way down the a single issue in moments, scan the headlines you like, click on the articles you like.

If you aren't on our emailed update system – many keep track of all the big and less obvious things too that are going on in MH using our emails – sign up in seconds here.

mhpronews.com/subscribe

Do the math. One home sold, one site filled, one new client, could be worth years of payback. Is email marketing worth it? As they say in Wisconsin…

Youbetcha. ##

L. A. "Tony" KovachL. A. 'Tony' Kovach ManufacturedHomeLivingNews.com | MHProNews.com | Business and Public Marketing & Ads: B2B | B2C Websites, Contract Marketing & Sales Training, Consulting, Speaking: MHC-MD.com | LATonyKovach.com | Office 863-213-4090 Connect on LinkedIN: http://www.linkedin.com/in/latonykovach 

What are the ways to reach your target market?

July 2nd, 2012 No comments

How you reach your target market depends in part on who that market is. It may sound like heresy coming from a marketer at first, but some target markets would not be worth advertising to using most venues. For example, if the market targeted are too small or are highly specialized – then instead of online or print advertising – mail, phone and an in person visits could be the best and most cost effective ways to connect and get business.

For some, an annual trade show circuit may be the best. It all depends on your target market.

Business to business (B2B) prospects are targeted – and the content may be crafted – quite

differently that business to consumer (B2C).

For example, traditional printed yellow pages books would be okay if you are a doctor, attorney or plumber. For factory built housing, not so much! Traditional yellow pages are usually wasted cash beyond a simple, free listing in those yellow pages.

Websites are almost always a good tool, even if the targeted market is small.

Walden University Marketing Instructor,Lisa Tyler has cited a textbook and studies in discussions that showed that at least some 90% of all product research is being done online. The keys to making a website profitable include, but are not limited to:

> an appropriate layout, presentation and message;

> strong Search Engine Optimization (SEO);

> cost-effective ways to drive traffic to that site.

Are You Using Address Specific Websites?

One method we see under-used by many clients and companies we work with on

website marketing, layout and design was touched upon by a recent post in a LinkedIn

real estate group. If you are targeting the public at large, are you:

> using multiple websites?

> using cross traffic linkage where possible?

> do you have address specific sites, say in a development or manufactured home

community?

Tony worked with a traditional real estate company that had literally dozens of websites. They had a full time staff that did nothing but photos and websites. This was in a very small market, not a big one, but there were other agencies all in that same area. Why did they do so much online? Why did they have address specific web pages? Because it helped them dominate their local market. There robust strategy online made that agency the #1 realtors in that market area.

As noted, individual property listing websites where part of that firm's strategy. Partially as a result of that experience, Tony and company have used multiple websites for many manufactured housing clients, and guess what happened? In most cases, the call-in, walk in and email traffic shot through the roof.

With an address specific website, if someone is looking for a home in say Tucumcari, NM, your one web-page may come up, due in part to having a specific address! You may get exposure that way you when you would not by normal or more costly means.

Such address websites can be a single page. Quick and easy to put up, relatively low cost,

far cheaper than most print ads or a mailing may be.

Before you start any marketing project,

  • think carefully about your target market;
  • brain storm with your team or colleagues
  • make a list of all the ways you can reach your target market.

Then, measure twice, cut once. Depending on your budget, think about the best ways to reach the targeted market.

If you need pros who know B2B or B2C in manufactured housing, before you spend a dime, please give us a call. ##

Posted for
Tim Connor
Marketing & Sales, Website, Advertising and MHSpeakerTrainer.org Manager
MHProNews.com = The MHIndustry's #1 News, Tips and View you can Use © resource.
MHLivingNews.com = Free resource to enhance MH HomeOwner Satisfaction and MH Image Building

See some of our client Testimonials here
Connect with me on LinkedIn, send an invite to connect to:
Tim@MHMSM.com
704-895-1230

You can read more of Tim's free business building articles on:

To Join our next Free Webinar on enhancing your Internet and other Marketing, please hit reply send me a message. Limit 12 per webinar, so questions and answers are available at the end of the session.

Habit forming

June 21st, 2012 No comments

First you form your habits, then your habits form you.  This maxim is true in our personal life, and it is true in our professional life.  That includes how you approach management, marketing and sales too.  Let's see how this principle plays out in manufactured housing.

In this new economy and more rigorous regulatory environment, you have either:

  • adapted to the new situations,
  • have not,
  • or are seeking to find ways that will drive profits for your business.  
  • If you are stuck in old ways that no longer work, then that old habit is now limiting you.

We strive to practice what we preach here at MHProNews.com/MHMarketingSalesManagement.com.  We test new ideas.  We strive to use old tried and true ideas only when they still apply.

Videos are nothing new.  We have had TV available to the masses for about 60 years now.  There have been motion pictures for about a century.  What is a newer development is the ability for a firm like your to make their own video.

Here is short one we just did as an introduction video.  Take a look.  Then think about how you could do a video project that could help your firm too. The technology today makes this so much easier than even a few years ago.

 

 

Tony like's to quote a saying of G. K. Chesterton, on a theme that Zig Ziglar has touched on in his recent column on our site. The original quote is this:

If a thing is worth doing, it is worth doing badly.”
 
– G. K. Chesterton

This is a paradox, so it needs a bit of commentary, that the Ziglar article linked above does nicely. Let's try to get the meaning down to a phrase. You have something worth doing, but because you are new at it, so at first you do it 'badly.' Later, as you do more of the 'thing' – whatever it is – you get better at it. You also get more comfortable doing the something new over time too. Just as a child learns in stages, so too we adults. We improve by doing!

Putting our own principles to work, here is the Updated (improved) version of the video above.

 


Let me also give you a big tip. Sometimes the slickest pieces are not the ones that connect you to your target market. Many people want GENUINE, not 'slick.'

Is there some area of your operation that you want to improve?

  • As a manufactured home community owner, could you be filling more vacant homes and sites? Do you want more happy residents that pay better as a result?
  • As a manufactured home retailer, would you like to have more sales and more happy customers, who bring you referrals so you sell even more homes?
  • As a factory builder, wouldn't you like to get more market penetration, and offer something unique to your retailers, developers and communities that would drive more sales for them, and thus for you too?
  • As a lender, insurance company or other vendors and suppliers, don't you also want to stand out from the crowd and land more business that sticks?

There is only one honest answer to questions like these: of course, yes. Who honestly wants to sell less or do worse?

So why not try something new in your business today? Why not start a new habit, starting right away?

There are many ways to learn and do something new.

You can talk to someone or read articles and books – like this one – pick up an idea and then experiment with that idea yourself. You can put someone on your payroll that does that new thing for you. Or you can outsource, which means you could learn from someone who knows, and then when you have that new thing well in hand, you can shake hands and move one without the hassles or long term commitment that comes from hiring an employee.

When you are ready for proven ways to grow your business, please take a look at our services menu, attached here. From websites, to training in management, marketing and sales, to Business to Business (B2B) advertising here on MHProNews.com or Business to Consumer (B2C) outreaches to manufactured home owners and MH Shoppers at MHLivingNews.com, come to us, first, last or in between. Give me a confidential call. I'll listen to your situation. We can tell you if we can serve you or if you need to think about someone else instead.

You see, we have a habit. We want to work with companies that we truly believe we can benefit. If you win, then we win too. When everyone in the mix benefits, that is the basis for a solid professional relationship. It is a habit worth forming. Just see what some of our clients have said or take a peek at many more letters, awards and testimonials linked here. ##

Posted for
Tim Connor, CSP
Business Development, Ad Manager & MHSpeakerTrainer.org Coordinator
MHMarketingSalesManagement.com = MHMSM.com = MHProNews.com
Factory-Built Housing's #1 Online Trade Publication (biggest and most popular)
ph 704-895-1230 email tim@mhmsm.com

If Word of Mouth Is Still King Are you Maximizing it?

June 8th, 2012 No comments

Let me take you back to the not so distant past before the Internet and when the telephone and other technologies were still on the distant horizon. How did people sell their wares? Word of mouth from satisfied customers. Fast forward some years and businesses used the newspaper, radio, then television and then BAM the Internet took over with its billions of websites. Did these work? Absolutely, because it was the only or best method available to them at the time.

Even though technology seems to have taken the majority of the stage today, do you think word of mouth is a “bygone days” approach to growing your business? If you think 'yes,' think again. Word of mouth from loyal and optimistic customers is still a very effective way to spread the message today of what you offer.

Now, don’t get me wrong. I’m not suggesting that business to business advertising or business to consumer ads are not a good investment. Of course they are. Why? Because advertising is the only way to reach your market’s full potential of new customers cost effectively, with convenience and repetition. We all know that message repetition is a key to effective media exposure.

What I am saying here is that the best way to improve the overall effectiveness of your advertising investment is by creating “mass word of mouth”.

What is “mass word of mouth?” An example may help.

Let’s say you are a Community owner and you want to fill vacancies at you location. First, if you have significant vacancies or lack sufficient retail sales, you should be engaging MHMSM.com proven Solutions Department. But I digress, so let me return to the point.

Let’s say you have 100 residents that have lived at your location and they are happy to be there and feel like living there has been a wise decision. Let’s also presume you have vacancies you want to fill or unsold homes. Further, one or more of the following may apply:

– You want to sell your location but know that you will get less for it if you have a lot of vacancies.

– You want the location to look successful not just for yourself but for the other residents as well.

– You just want to stop losing all of the potential revenue from vacant sites.

Customer statistics over the years have indicated that for every satisfied customer you have they will tell 3 to 10 other people about their experience. Imagine for a minute if every one of your residents told just 3 people about the great lifestyle they have living in your property. So if you have 100 residents and they each tell 3people – well I’m sure you can do the math – that’s 300 potential ways to fill your vacancies. Vacancy problem solved.

Yes, you need to have a website. Yes, you need to have a well maintained location and satisfied owners or renters, But in the end just having these will not guarantee your vacancies will be filled as you watch thousands of potential dollars fall through the cracks every month.

There are five things you should be doing if you want the tremendous impact of word of mouth exposure.

  • Your residents need to have a good lifestyle and feel happy that they live where they do.
  • You have to encourage word of mouth advertising.
  • You have to reinforce for your residents the wisdom of their housing choice with your company.
  • You need to give your residents ideas on how to help them solve some of their housing issues, needs or problems.
  • Your staff needs to be effectively trained in customer service, sales and management skills to aid this word of mouth process.

For communities or retailers, our free new resource at MHLivingNews.com can help with many of these issues. It will reinforce the lifestyle choice they've made in manufactured housing. It will debunk some of the outdated myths that are tossed at 'mobile homes' by an unwitting media or others. Happier residents or customers, will yield over time more referrals.

We have a wide variety of services available that can help you solve many of your current challenges. We call it simply, Solutions. It says it all. All you have to do is let us know your challenge, and we can tell you the ways that we have helped other companies like yours solve them; profitably.

Then, you can join the 'word of mouth' that we get, like the testimonials found at that link. Want more, just call me.##

 

Posted for
Tim Connor
Business Development
MHProNews.com
MHMSM.com
And the new MHLivingNews.com
704-895-1230

tim@mhmsm.com