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Posts Tagged ‘community owner’

Selling $2,000 – $20,000 “Mobile Homes” vs. Selling $40,000 – $200,000+ Factory Built Homes

January 5th, 2014 No comments

It is amazing that so many in the manufactured housing industry are stuck selling homes priced under $30,000. Don't get me wrong! Any sale that fills a vacant home/site or moves another home out of a street retailer's inventory is good. But until the majority of communities and retailers learn how to selling homes priced from $40,000 to $200,000 plus, our industry will continue new home production levels at historic lows.

Is there a way to sell more “residential” style homes without abandoning the pre-owned and entry level VOG homes most sell? Yes there is!

We know from real world experiences from coast to coast and border to border that factory built homes can compete head to head with conventional construction. Nor are we or are clients the only ones! There are operations that 'get good' at attracting customer who have good credit or who can write the check for a nice 'residential style' manufactured or modular home.

Bottom Feeding or Going for the Gold?

The Harvard study on rental housing, 10,000+ baby boomers retiring daily and the need for 20,000,000 new housing units by 2030 are all factors that point to a huge opportunity for a manufactured housing industry slowly coming back up to some 60,000 new home shipments per year.

Our experience shows that by reaching out to a broader mix of customers – not abandoning the lowest rungs on the housing ladder while reaching out with appropriate marketing to the better qualified customers – can work!

In his exclusive interview MHProNews.com, A Cup of Coffee with…Rick Rand, the award winning community owner/operator referenced 'bottom feeding.' This was a reference more to credit worthiness, and was not meant to be a put down to anyone, but rather points to the fact that so many in our industry fail to attract the more credit worthy customers. As more CFPB regulations kick in during January 2014, the need for retailers and communities to attract better credit customers or those who can pay cash becomes ever more clear.

In the interview with Hall of Fame inductee and highly successful independent retailer Mike Evans, training is part of the key that makes for their success.

At the 2014 Louisville Show, a number of seminars will be presented that are geared towards introducing communities, retailers and builder developers to facts and systems that work today to improve image, attract better qualified customers and sell more homes.

The traffic on the Louisville Show website tells us that the #1 page being accessed after the home page is the seminar page! Industry pros are pre-registering to attend the show in record numbers post 2010, and the seminars are expected to be robustly attended.

The map to the seminar rooms at the fabulous Kentucky Exhibition Center (KEC) is shown below.

seminar_locations_map-louisville-manufactured-housing-show-2014-posted-cutting-edge-blog=mhpronews-com-.png

At the Louisville Show, on Wed at 11:10 AM, immediately after the finance seminar, we will present a FREE session introducing some of our free, low cost or good ROI ways to improve image and grow results.

l-a-tony-kovach-dominate-your-locale-market-seminar-louisville-show-cutting-edge-blog-mhpronews-com-.png           manufactured-home-seminar-l-a-tony-kovach-cutting-edge-blog-.jp.jpg

You won't learn all our proven methods in less than an hour, but you will discover more than enough ways to improve and grow your business!

Don't take my word for it, see for yourself why we've received literally hundreds of Linkedin endorsements and dozens of recommendations over the years. See for yourself at the page linked above or throughout the MHC-MD.com website.

Then on Thursday, if you are in the MHC business, make sure you attend the Lesson's Learned session lead by MHC veterans! You can learn more at this link, and we will announce more details on that days ahead.

Financing you can use TODAY, Marketing and Sales tips and MHC insights from proven pros, all this and more awaits you at the 2014 Louisville Show…just 2 weeks away! Mark your calendars, change your plans, don't let the weather scare you away from the indoor comfort of the most popular venue in manufactured housing in 2013!

Selling $2,000 to $20,000 homes is easy. Discover at the seminar above insights into our proprietary system that we use to market and sell the $40,000 – $200,000 plus homes, including high end homes in land lease communities!

When we are not in the seminar room, you will find me/our team at booth #115, right by the main entry doors. Please do stop by to say hi, and you can collect something special that can help you grow your results in 2014. ##

PS: Check our many Exclusive and Red Hot Featured Articles for January and see the other new stories at MHLivingNews.com too.

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 

Slavery!

April 20th, 2013 No comments

There is an old maxim that goes like this: “First you form your habits, then your habits form you.” Ladies and gents, this is true and over time leads to chains that are as challenging to break as they took time to forge. Habits lead to slavery. The question becomes if we are the masters of that habit – masters of that slavery – or if that slavery masters us.

To rephrase, are we making or breaking ourselves through our habits?

Let me give an example of slavery and an 'aha' moment.

At the recent Manufactured Housing Institute (MHI) Congress and Expo (C&E), I was listening to a group of community owners talking about 21st Mortgage's CASH program. One was commenting to the others words to this effect. “I had all these vacant lots, and knew about this program that Lance Hull at 21st Mortgage had talked to me about. But instead of thinking, 'hey, this is a solution for my vacancy problem,' I was looking at it backwards. I was thinking that if I did that then I was leaving money on the table. I had to change my thinking before I was able to see the program for what it is.”

That happens to be true of EVERYTHING we do in business, not just the example that the gent above was referencing. There happens to be a number of programs available today that could be useful to community owners – or street retailers, for that matter! – but because of slavery to 'past habits' and old ways of thinking, they are not being used to the benefit of a business or location. FYI, yes, you can email and ask me about them.

I was listening to Crystal Washington during the 2013 National Community Council's Forum at C&E. Frankly, most of what she was saying simply made me smile. Of course, we agree! We preach it daily through Featured Articles here on MHProNews, or here on the Cutting Edge of Marketing and Sales blog. Even the video that she played was a version of one that we have featured before on our website.

That video reminds us that like it or not, change is happening, and that the pace of change is rapid.

 

Slavery to old habits keeps you locked up in the past. The only way to end that slavery is ironically to forge new habits! You can't stop doing one thing without starting doing some new thing instead.

That's not to say that all that one did in the past is 'bad' or 'wrong.' But you have to dispassionately evaluate – or have a third party professional evaluate for you – what to keep and what to replace with something modern that will move your location, career or business ahead.

One of the presenters – who did a very fine job – nevertheless made a statement I took issue with. The statement was that 74% of housing shopping was starting online. Sorry, but the National Association of Realors puts that number at a whopping 94% of home shopping is online!

louisville-show-ipad-website-mhpronews_com-2.JPG

This is an example of one of many modern website styles that causes visitors to
dig deeper into your product or service.

That's doesn't mean you must dump all forms of print or other media. What it does mean is that if you have a web presence, you better make sure it is a good one. Because studies show that millions of online shoppers will decide in less than 5-10 seconds if they will stay on your website to learn more.

chains-of-gold.jpg

If your

then it is time to stop the slavery to the past and forge the powerful new chains of gold that will build your business' future. ##

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

other new stories at MHLivingNews.com too.

l-a--tony-kovachL. A. "Tony" Kovach

MHLivingNews.com=Re-Discovering and Spotlighting the MHLifeStyle

MHProNews.comMHMSM.com = Industry News, Tips and Views Pros can Use

Services:B2BandB2CAds, Proven MH Marketing & Sales Systems, Websites other Industry Solutions.

Office –815-270-0500

latonyk@gmail.com or tony@mhmsm.com

www.MHC-MD.com

http://www.linkedin.com/in/latonykovach= connect with me on Linkedin.

http://pinterest.com/latonyk/manufactured-home-lifestyle/

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Whether you think you can or whether you think you can't, you're right. – Henry Ford

Can you legally and morally earn money from the sale of a competitors home?

January 2nd, 2013 No comments

Short answer, yes you can!

This isn't hypothetical, it is real and it is happening right now today. You can learn how to do it too, if you are heading to the event described below.

Every day Realtors earn a commission by selling a home they do not own. Everyone in a closed deal routinely walks away happy. Now MH Pros can do that too!  Not someday, today.  It will be my pleasure to introduce Dan Rinzema at a FREE seminar at the Louisville Show as he explains this system that MH Pros are already profiting from.

This is one of many profit building events at the Money Tree Seminars taking place at Louisville on Wed Jan 23rd.  This will be The First Time this presentation is being made. Will your competitors be there? Odds are good some will be, you should be too, so don't miss it!

No kidding, this one seminar could be worth the entire trip for those looking to grow their business, profits and sales.  'Game changer' is tossed about loosely by many these days, but if you are in the room, you will see why the Money Tree seminar team wanted Dan to present on this option.

This no brainer option could be the next big boost for pros like you and the manufactured housing industry in general.

What do you need to sell more homes? Answer: The Best Third Party Financing

The TOP manufactured home lenders in the U.S. will share the stage to give you a rapid-fire look at their latest programs to help you sell more homes!  This presentation was standing room only in 2012. You and your peers will want to come again to see the 'legally compliant' programs in the post Dodd-Frank/CFPB's regulations being issued in January 2013.  

Lender's programs are ever changing. This is the first major presentation in the country in 2013. As finance pro Dick Ernst has said, 'there is plenty of capacity' for our industry's lenders to make more loans. Learn how to tap all those lending opportunities so you can profit more in 2013. Don't miss it!

Ask the Experts

We tested this panel out in Iowa in November, and it was a big hit with the community owner/operators and retailers who experienced it! Don't just take my word for it, ask Joe Kelly and the packed room of attendees at their 65th annual event.

Are you a Community owner? Do you have legal questions?  One of the nations top – high powered – attorney's – Rob Coldren of HK&C Law will be a headliner on this panel.

Rob Coldren and his firm are in the trenches daily on MHC issues, winning many of those battles you read about in our Daily Business News or in other publications, cable and broadcast stations.  Rob's presence alone would be worth the entire trip to Louisville!

Are you a retailer or community that sells or leases homes?  Do you have a location that is struggling for occupancy or sales? Do you have head aches that turn into wallet aches in your marketing or sales?  Do you have internet marketing needs or issues? Seasoned MH retailer (as in achieved the 'top 1% in the U.S. in MH Retail sales) and MHC-MD.com's very own L A 'Tony' Kovach will be on the panel to answer your questions.

Are you trying to manage your leads more effectively to close more sales?  Do you need to maximize your profits from sales you are already making?  Chad Carr will be on our panel to answer your questions on topics like this and more as part of our panel.

All of this is just the opening day! There is far more to see and do, don't miss a minute of it. Learn more about ALL of the Money Tree seminars, dates and times at this link. Download the brochure on that page and then look at page two of the brochure for more information.

Literally tons of reasons…

There are literally tons of SOLID reasons to make your travel plans NOW to come to the Louisville Show and stay for the run of the show.

When you have 39 homes – Mod and Manufactured Homes – on display, you will see the newest models, community series homes and also those proven to turn inventory into cash for pros like you.  I'd guesstimate there will be 1,157,000 pounds if new homes on display, or a whopping 585 tons of homes!

Many communities and retailers have learned that the time to buy and sell new homes is now. No better place to see dozens of the latest homes, all under one climate controlled roof.

New and True Products and Services

There will be some 80 exhibitors at the Louisville Show with products and services designed to:

A) Save You Money

B) Make You Money.

C) Protect Your Business

Do you see why we call it 'the Money Tree?!'

Your Connection for Business and Industry Growth

Let's consider a theoretical situation. What if you and your business were the ONLY business in the U.S. in factory built housing that was making a profit. OK, good for you, but in time, you would fail because there wouldn't be enough success out there to sustain the Industry.

The point is that you and your business is interconnected with the Industry. The ideal is for YOU to succeed and for OTHERS to succeed along with you. This is the wisdom of the 'rising tide raising all boats.'

If you are a retailer, you may not have thought about this, but your success is tied to the success of that manufactured home community down the road. Community owner/operators, if that retailer down the road is successful – even if neither of you have been doing business with each other – you indirectly benefit as well.

Association members tend to better understand and “get it” about this connection. Not only should you go to Louisville, but you should encourage your peers – and yes – your competitors to go. Circle back to the Imagine This! topic about profiting from your competitors sales. No better place than in Louisville for them to hear about it.

As Easy as 1, 2 and 3

1) We all have a stake in the success of the Industry and so should all want to make the outreach for new blood a re laity.

2) If you are a retailer, maybe you've wondered why MH Communities have weathered the storm better than so many retailers have?

3) If you want that banker or investor you know to better understand manufactured housing, there is a place to do that too.

Introduction to Manufactured Home Opportunities Day is!

See why the Clayton Family of Home Builders, CU Factory Built Lending, MHI, the NCC, HK&C Law and 21st Mortgage are among those who have seen value in this business building event. Please check it out and share the link.

Don't miss Louisville Show 2013. The Show is back, it will be bigger and better than 2012 when over 1,500 pros like you attended. Registrations are up over 2012! We will be at booth #115, in the seminars, walking homes and exhibits. We hope to see you there.

So whether you want to learn how to make more money

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

other new stories at MHLivingNews.com too.

l-a--tony-kovachL. A. "Tony" Kovach

MHLivingNews.com=Re-Discovering and Spotlighting the MHLifeStyle

MHProNews.comMHMSM.com = Industry News, Tips and Views Pros can Use

Services:B2BandB2CAds, Proven MH Marketing & Sales Systems, Websites other Industry Solutions.

Office –815-270-0500

latonyk@gmail.com or tony@mhmsm.com

www.MHC-MD.com

http://www.linkedin.com/in/latonykovach= connect with me on Linkedin.

http://pinterest.com/latonyk/manufactured-home-lifestyle/

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Whether you think you can or whether you think you can't, you're right. – Henry Ford

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

Filling MHC Vacancies and Retailing More Manufactured Homes

June 13th, 2012 No comments

There is only one who can claim to have every answer to every question and problem. That one has a three letter name, God. Ipso facto, that means the rest of us have to struggle along as best as we can with limited knowledge and limited answers. That's okay. Time, trial and error, learning from others who have already learned are among the paths open to any issue or challenge in need of solutions.

We go to experts for solutions on problems with our vehicles. We go to an attorney or accountant when we need one. Ditto doctors, who may send us to specialists if the issue is over the general practitioners head.

Perhaps the only surprise to me in the factory built housing industry is that there aren't more consultants and contract experts that companies turn to for solutions.

But where are the pros who specialize:

I'll give you the answer in a few moments.

But first, let's acknowledge that there are individuals – some with considerable experience – that carry the label (sometimes self-described, sometimes valid) as “experts.” I ran across an article recently on a consultant's blog, not a blog here at MHProNews.com. The gent is an award winning expert and consultant. Here is what he wrote, in his own words (including his typos; the bold alone is added for emphasis):

Like some – to – many of you reading this blog posting, I’m dealing with declining occupancy in a landlease community I own, located a four hour drive from my office. Success there, is improving – to – max physical and economic occupancy. My present distraction? When arriving in town for a property visit, I too often find myself dealing with peripheral matters (e.g. minor repairs, interpersonal networking), rather than concentrating on what it’ll take to reverse course, and get the property back on course to improved occupancy.”

This is refreshing. Here is a community expert that publicly admits, I'm not getting it done on my own property. We knew this to be true from other reports, but to hear it straight from the owner/expert himself is noteworthy indeed.

The expert above goes on in the same column to outline the plan that he teaches, but has not 'fully' implemented himself. Part of what caught my eye here was that his on-site manager is 'trained,' but that apparently hasn't (yet) yielded the desired results of increasing occupancy. FYI and IMHO, the man's ten point list is a pretty good one.

We could talk about another 'expert' that is out there teaching his method for filling vacant home sites, one apparently created over a decade ago. That expert isn't as self-revealing as the one above. This second gent allegedly watched a partnership he was in blow up in a spectacular bankruptcy. Having disappeared from the communities scene for many years after that failure, he re-appeared about 2 years ago, complete with his training materials, website, self-promotion in online posting sites, etc.

By the way, failure can be a fine way to learn, I don't knock it at all. One can learn from success, and we can learn from failure too.

Now, let me compare and contrast the above with the following:

JAR-letter-excerp

The above is an excerpt from a longer letter signed by the president of a well known land-lease portfolio operator. That president asked that we share the letter in full only upon request, so we've blacked out from the above 'clues' as to who the company is. We also have third party references on this same project that confirmed the dramatic turn-around results described in the letter above.

Tony and his associates created and implemented proven, successful systems. Actions speak louder than words.

While the letter above is from a community operator, these systems work in retail – street dealer – manufactured housing sales as well as in land-lease community operations.

My friend Tony had the notable achievement of hitting the top 1% of all manufactured home retailers in the U.S., from a single location in a small town in a depressed market, where he achieved triple digit deliveries a year. During that same time frame, 80% of the others in the business vanished, closed their doors, many forever. Tony achieved those results with (or because of?) good customer satisfaction. Kovach had no BBB complaints, no lawsuits, no letters from a single attorney representing even one retailer customer. Referrals, as the letter above also shows, were the #2 source for all of his new business.

Do you see how this ties in nicely with my theme about the value of word-of-mouth from last week's blog post?

In the Internet era, word of mouth:

  • Can be testimonial letters.
  • Recommendation on LinkedIn.
  • Being 'liked' on Facebook, especially with positive comments being posted.
  • It can be positive PR in an article, newspaper or magazine.
  • Or it can be one person telling another.

All of these and more can be part of 'word of mouth.'

When I came on board here, Tony graciously provided me with a page to 'introduce Tim Connor' as part of the team. Tony has told me many times that he owns a number of my books and CDs, including Soft Sell which he bought some years ago. Having sat in on some of his live training that Tony delivers online, it is obvious that he has taken lessons from here, there and his personal experience and woven it together into a system that works well for new and pre-owned manufactured housing sales to retail customers.

Selling More Homes at Retail and Filling More Vacant Homesites

Sometimes the truth of a matter is looking right at us, and we fail to see it. Think about how rapidly Tony turned this trade media website – MHProNews.com – into the success that it has become today. If you want to sell more homes and fill more sites, who are you going to call?

Would an extra $500,000 hurt you?

I was chatting with a community owner the other day. They have 3 properties and hundreds of home sites, with about 88% physical occupancy, and 82% economic occupancy. Let's say their average site rents for $300 a month. For discussions sake, let's further say he had 100 vacant sites. That's:

  • $30,000 monthly in lost revenue.
  • $360,000 a year in lost income.
  • Increased costs for mowing and other maintenance on the vacant home site

Plus the lost income from the sales of the homes the could be selling. That's a cool half a million dollars, in round numbers, for the example above.

A relatively modest investment in marketing and sales consulting – from a proven performer like Tony and his team – could yield a handsome Return on Investment. Full capacity would be far more lucrative – and much more predictable! – than almost any stock you could name could yield in the same x months it would take to bring those sites to physical and economic occupancy.

On the LATonyKovach.com website I saw an item about an RV retailer that Tony increased his sales from 50 some odd units a year to over 175 annually; that's a 321% increase, that took 8 months to do. RV's aren't

Tony's specialty, manufactured housing is. Perhaps that makes the point.

Times change. Circumstances change. Challenges change. But the ability to study a set of circumstances, see the best way forward, create a plan, adapt it as needed (all plans need tweaking after they are launched) can make all the difference. You go to a doctor for certain needs, who is your Manufactured Housing Marketing and Sales MD? Are you getting your regular business check up?

Tony has brought together a team:

  • Webtech
  • Marketing
  • Sales
  • PR
  • Management

that have proven ability to deliver bottom line results. But let me tell you what really struck me. Tony has turned down working with some companies, often after free initial consultations. His philosophy is win-win. If everyone in the mix benefits, then and only then is it a good deal and one worth pursuing.

The same gent I used in the first example above said to a crowded room filled with Industry professionals, as he introduced Tony and a team member to speak, “These guys are the Future of Manufactured Housing!”

Let us make history together. You very graciously bring us to your laptop, smart phone or PC web-browser today and likely other times too. You know we bring you the most Industry News, Tips and Views You Can Use ©.

We can also bring you:

  • The most cost effective websites or website updates. Not from some who does it on the side, or who make know nothing about factory built housing, but from pros who knows the business inside out.
  • Business to Business or Business to Consumer marketing plans.

Want to grow your results? Who are you going to call? ##

Tim Connor
Business Development
MHProNews.com
MHMSM.com
And the new MHLivingNews.com
704-895-1230
tim@mhmsm.com