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Posts Tagged ‘Census Bureau’

Learning Something New

July 26th, 2013 No comments

It takes commitment to learn something new. The most brilliant coach or the best teacher on the planet can’t help the player or student who is unable or unwilling to try what’s different. Since Motivation is a factor in learning, it can make a difference when you help someone See it Big (SIB). At the same time, it is useful to make something easy enough to understand, which suggests we Keep it Simple. (KIS). Put the two together, and you have trainer Charlie “Tremendous” Jones’ fabled acronym, SIB-KIS.

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Someone I work with likes to say an expression I’m really beginning to like. “We have to get out of our own way, and let the customer buy a home.” Good point! Let’s review some key facts.

  • 10,000 people are retiring daily in the U.S.. Some reports suggest half of these or more are not ‘ready’ for retirement. They need a low cost affordable place to live. Solution? Think, Manufactured Home!
  • Incomes are overall down in America since 2008.
  • There are 2,000,000 U.S. veterans of the recent Middle Eastern wars. Let’s rephrase, there are about 2,000,000 DD214s out there. Solution? Think manufactured home!
  • The U.S. Census Bureau says that manufactured homes on average sell for about half the cost per square foot that conventionally constructed new housing does.
  • The U.S. needs 20,000,000 new housing units to keep up with the current pace of population, based upon U.S. Census Bureau statistics. Incomes down, 85% of the population wants to be a home owner. Solution? Think Manufactured Home!

We have a historic opportunity to sell more homes, but we have to be willing to do what it takes to get those customers to open their eyes and see the amazing product that we offer them.

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As you know, we teach our manufactured home retail and community clients a simple yet profound truth. Let’s remember that The Truth Well Told is Powerful! That truth is that some 85% of the population doesn’t get it about manufactured homes. So we have to help them get past that mental block. We do that by not waving the Manufactured Home flag in their face.

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What do You See? A trailer? Or a Home?

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We have to retrain ourselves – or hire and get the training – to see the incredible value that we present.

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We created Manufactured Home Living News for many reasons, but one is to be a tool for manufactured home professionals to use to open minds. We NEED a third party ‘source’ of information – something that isn’t your website – to point to and thus gain or increase your credibility in reaching out to customers who don’t yet get the manufactured home advantages.

Customers will check you on or off their list. They want to find the right home at the right price and/or payment. Odds are, you’ve got that home or can order it for them.

Training – discipline – commitment – See It Big, Keep It Simple.

Let’s learn – or continue to learn – the new ways to attract and sell more customers than we ever have before! ##

PS: Check our many Exclusive and Red Hot Featured Articles for June and see the

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 815-270-0500 |

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Haircuts, Hamburgers, Modular and Manufactured Housing

October 16th, 2011 No comments

We can't all give each other haircuts.  We can't all just flip burgers in restaurants.  Check out lines are necessary, but we can't all be in retail stores.  Someone has to produce something!  Producing nations – be it production in agricultural, energy, raw materials as well as goods (i.e.: manufacturing and building) – are historically more powerful, more independent than non-producing nations.

Haircut_wikimedia_commonsSo while you can have "a service economy," in fact, the service economy over time compared to a production economy – all things being equal – will tend to see the producing nation gaining in wealth and power.

To be sure, this is an over-simplification, one designed to make a point.  There are other factors, such as the political system one works in.  Part of what made America great and so rapidly growing after the Revolution was our freedom, relatively lower taxation and less corruption than many other nations. 

The point is that production is necessary for 'the wealth of a nation' and its people!  Sure we need teachers, doctors, nurses and scientists.  We also need people who build homes, buildings, cars, computers, shoes, clothing and those who produce on a farm, ranch, etc., etc..  When we have more people making and producing – intellectual production can count too – then we can actually have more people giving haircuts and hamburgers (service jobs), who can make more money doing it. 

What does this have to do with marketing modular and manufactured housing?  Plenty! As you will see below.

While America has had a long love affair with the automobile, housing is a far more important part of the U.S. economy than cars.  The basics of life are food, clothing and shelter.  While transportation is important, you can transport people in many ways.  By contrast, housing is necessary for survival.

Potential Market Demand for Housing, Factory Built and other

A smart marketer (or business owner/executive) wants to know many things, including the need for the product or service he or she wants to promote.  The marketer also wants to know what the potential demand for the product or service can be.  With that in mind, let's take a look at some facts.

On October 9, 2011, we had 312,387,546 Americans according to the U.S. Census Bureau's population clock. More facts:

        OCTOBER 2011
   
    One birth every………………………………………………….   8 seconds
    One death every………………………………………………   12 seconds
    One international migrant (net) every……………… 45 seconds
    Net gain of one person every…………………………..  13 seconds

Look at the population patterns since 1980:

    Year.   Population.          %/+

    1980    226,545,805        11.5%
    1990    248,709,873         9.8%
    2000    281,421,906        13.2%
    2010    308,745,538         9.7%

What does all this mean?  By July 1, 2030, the United States Census Bureau says we will have a population of 363,584,435, less current population of 312,387,546 yields a net gain of an estimated 51,196,889

Side_walls_are_constructed_and_Placed_onto_Floor_System wikimdia commons posted on MHProNews.com Cutting Edge in Online Marketing Blog

 

Using the current 2.57 people per household, we will need 19,920,968 new housing units by 2030, PLUS the need for the number of homes that will be retired or lost due to fire, natural disaster, deterioration and similar factors.

If manufactured housing captured an average of 20% of this market need for housing, we would have to build 3,984,194 homes by 2030.  This is roughly what the Industry has averaged in as our housing market share in the past 20 years, so this is not an unrealistic number.

That is 209,694 homes a year.  That's roughly 4 times what we are currently producing! 

We would need to add about 150,000 jobs in factories alone to meet that need.

That would mean whatever your part of the Industry is, you would need to do about 4 times more business, or in the case of manufactured home land lease communities, you would likely be full and adding sites where possible.

Frankly, I believe we should be targeting a lot more than 20% market share.  But my point is even at 'historic' levels, those who survive have the opportunity to thrive.

Problems spell opportunity in disguise

Ladies and Gentlemen, we can't get bogged down in thinking about just the current housing downturn and the forclosure glut the media loves to focus on.  In fact we are awash in opportunity in the housing business in the U.S. alone.  But let's not forget the need for housing in other parts of North and South America. Think about the housing needs of Asia (where 60% of the world's population currently lives), or Africa, Europe,  Oceania and the rest of the world.  We could be shipping homes overseas, IF we get our 'act' together as rapidly as possible.

With incomes down and population rising, American home building – in factories! – offers a huge opportunity.  Energy and other sectors of the economy are important, but we are in some phase of the factory home building industry and we can uniquely able to serve every part of the population.

A smart business professional should think about a two parallel paths to present and future success.

Path 1: A Plan to grow your businesses' share of your location's housing market. 

Plan 2: A Plan to advance the image, acceptance and thus marketing potential of factory built homes.

To summarize, the facts support the reality that housing is heading for a boom.  With so many site builder's decimated and out of business, manufactured and modular construction may be uniquely well poised to take advantage of that coming boom.  300 factories now shuttered in the last 12 years could rapidly be tooled up and re-opened. 

But we have to deal with and implement a marketing and image program in order to achieve that potential!

Path 1 is the subject of our popular Dominate Your Local Market Seminar that was presented at the recent Texas Manufactured Housing Association and New York Housing Association annual meetings.   It is supported by the Attracting More Customers  with Good Credit Seminar that will be presented Wednesday, October 19th at the Indiana Manufactured Housing Association's annual meeting.  If you are planning to attend, please say hello after the presentation and share your feedback.

Path 2 are reason we should be pursing the MH Alliance/Phoenix project, so we can boost sales and improve results now, and continue to do so on into the future.  Read a news story about the project here.

To learn how we can help boost your marketing and business results now, click here.# #


blog post written by
L. A. 'Tony' Kovach

http://www.linkedin.com/in/latonykovach