Posts Tagged ‘Cutting Edge’

Savvy Stealth Marketing – and “Product Placement” Storytelling

June 24th, 2018 No comments

Graphic design by MHProNews.

Since the early days of the movies and television, product placement has been part of the background in storytelling.


What brand of car is that hero or villain driving?

What kind of soup is that mom making for her beloved children?

Do you drink soda?  Even without looking directly at the label, can you tell what brand of soft drink is in that featured image up top?


There are many reasons that MH businesses and locations fail to achieve their potential. To see how you can achieve yours with good ROI, click the email or call the number below.


Product Placement, Stealth Marketing, and Storytelling

There are a variety of ways to get your message out on the manufactured home industry’s #1 – most read and respected – trade media platforms.  One is through various kinds of stealth marketing, which can include product placement.  This can be done Business to Business (B2B) or Business to Consumer (B2C).


To see a sample of our emailed news update, click here. To sign up for the factory-built home industry’s #1 headline news, click here or the graphic above.

What lender should someone want to choose for their manufactured home loan? Why?

Who should you buy that manufactured home from? Why?

Why should you live in that community vs. another?

The ways of doing product placement, stealth marketing and storytelling are limited only to your imagine combined with our own expertise.

Tell us your marketing budget, and let’s see what kind of marketing options make the best sense for you. Ready for the next steps? Click or call 863-213-4090. ## (Coaching tips, marketing, sales, management, commentary, and analysis.)

(Third party images, and content are provided under fair use guidelines.)

FactoryBuiltCarsClothingAppliancesElectronicsCellsSmartPhonesHomesItJustFollowsLATonyKovachC2017MHproNewsBy L.A. “Tony” Kovach – Cutting Edge commentary, for

Tony is the multiple award-winning managing member and consultant at LifeStyle Factory Homes, LLC, the parent company to industry-leading MHProNews, and

Office 863-213-4090 |Connect on LinkedIn:


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


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


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


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


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.


  • 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. ##


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 and

By L. A. ‘Tony’ Kovach.

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Office 863-213-4090. and

How to Sell More Manufactured Homes

March 12th, 2014 No comments

The Cutting Edge of Marketing and Sales blog is not about industry politics, as interesting or important as some find that issue. Rather, as the name implies, it is about selling more homes. That happens when you get and stay focused on Marketing and Sales, without ignoring the political or other matters that impact your business.


Mid-to-Large Organization Structures

In a number of mid-to-large organizations, you'll find under various titles, marketing and sales management roles.

A common problem in manufactured housing industry retail and community operations is that there is so much reporting and paperwork, that the core functions that produce more sales are often overlooked.

Don't get me wrong, it isn't that paper work, budgeting, pipeline reports etc. aren't needed. They are. But if much of the reporting can't be delegated to an assistant to assemble and collate, then is it a surprise when sales potentials are not being met?

Outside contract experts and consultants can often fill a core needs that compliments that of the salaried staff.

Outside consultants also have the benefit of 'new eyes.' It is common for staff people to simply accept what is, while an outside consultant can come in, ask questions, and reveal missed opportunities, lower costs and also drive more business.

What many find surprising, is that the consultant may be less costly than hiring an additional salaried staffer and return a solid ROI that can:

  • reduce interest costs on inventory that otherwise ages
  • improve marketing results
  • increase sales
  • improve customer satisfaction
  • advance staff training

and much more.

Even when a consultant is called in for a 'look us over, and give us your thoughts,' that too clearly has value. It can be helpful to get an independent viewpoint on procedures, inventory, CRM and much more.

Separation of Responsibilities

In a large enough organization, in the volume automotive model, you separate duties into specialized areas. At a volume auto retailer, the sales professional is not expected to put the financing together on the deal. That's the F&I person's job. Sometimes even 'closing' the initial deal – before it is written up and goes to F&I – is a tag-team between the sales manager and the sales professional.

While I don't want to push the analogy too much (because there are so many things our manufactured housing industry must do differently than auto dealers do), other aspects of the car dealer model also needs to be considered for these reason.


  • auto-detailing,
  • make-ready,
  • advertising
  • and other aspects of running a volume car center is not the responsibility of the sales pro.

A volume auto dealer may also:

  • have used and new car specialists – and in some auto sales structures – if a client is with a use sales person and ought to be with a new car guy (or vice-versa), you hand that customer off to another specialist, you don't cross those lines yourself.
  • Outside sales trainers are routinely brought in to shake things up, and it routinely yields more sales and thus more income.


The outside trainer is no 'threat' to the sales manager. If both are true pros, they collaborate!

From time to time, I like to refer to a comment shared by Jay Hamilton, currently the Executive Director of the GMHA, but previously a manager with Fleetwood Homes. Please see his commentary, Investing in the Future of Manufactured Housing.

There are those who say investing in sales training is a waste of time, due to turn over. But some studies indicate that the more trained a person is, they last longer, produce more and tend to be more loyal to the company who trained them.

Let me finish with a question that Tim Connor likes to ask. What do your lost sales opportunities cost you? If you are an MHC operation, what do your vacancies cost you?

When you do the math, good marketing and sales doesn't cost, its an investment that pays.

6 FREE Business Building Seminars LIVE!

For details, please click the link above. ##

L. A. "Tony" KovachL. A. 'Tony' Kovach | |
Business and Public Marketing & Ads: B2B | B2C
Websites, Contract Marketing & Sales Training, Consulting, Speaking: | | Office 863-213-4090

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Shopping with Soheyla, Savvy Holiday Tip!

December 8th, 2013 No comments

(Editor's note to: Regular Cutting Edge Readers, we will pause this week, to present a special Shopping with Soheyla! We will return to our regular topics next week, but do read this, because it ties into everything that we pros ought to do!)

s-shopping-with-soheyla-75x75-mhstore-In the inaugural Shopping with Soheyla! readers were teed up for a savvy shopping tip. We also peeked at how we could shop our way to success in manufactured housing. We will begin with a number Tony shared with me, which was quite amazing. If just 10% of all manufactured housing pros shopped online with our savings-focused MHStore – using the same sites you may already use – we could start a half-million dollar marketing campaign to boost the industry. You should be that 1 in 10!

Tony will tell people in Louisville how much can be done with that $500,000. It is more than you might imagine, because it will improve the image of our industry and thus boost sales for all involved.

Enough of that for now, because now it's time to stop and shop!


s-shopping-with-soheyla-75x75-mhstore-I teased you with the true story of a perfume, purchased at Northbrook Court in Glenbrook, IL – sold as an exclusive in a store north Chicago suburb. $175 at the time and worth every penny. But when I was ready to buy it again, I went to eBay and found it for $65, same box, same bottle, same scent, full guarantee, everything!

This isn't my only super-bargain, brand new-out-of-the-manufacturer's box find on eBay! Once a red-hot site, many have now "forgotten" about using it. Don't be one of those who overlooks it, using eBay can save you money! 

Click Here

You try it! Compare and see for yourself the next time you want to do some bargain hunting for the same name brand items.  Only you can and should pay less!

Next, is Amazon! You may already use Amazon for books and other of the tens of thousands of more name-brand bargains.

The make it a point to shop Amazon through the MHStore! When you do, you will be supporting the MH Image and Education Campaign! (MHIECampaign)

Before you start to shop, just click through the MHStore!! When you do, about 2% of what you buy will support the MHIECampaign.

Please stop by our booth #115 at the Louisville Show and say hi. Get a free photo you can use in marketing with our son Tamas. It grabs attention for the retailers and communities who have done this!

More shopping tips are coming your way. 🙂 See you again in our next episode of Shopping with Soheyla! ##

s-shopping-with-soheyla-75x75-mhstore-Soheyla Kovach does IT/Webtech and support services for Lifestyle Factory Homes, LLC, the parent to and,black-friday-christmas-sale-savings-online-walmart-best-buy-amazon-ebay-orbitz-cheapo-tickets-car-hotel-rentals-travel-150x150 among other online factory built housing industry focused platforms.

Soheyla was once 'scared' to shop online, and now she loves it! Come Shopping with Soheyla. Brag about your treasures and finds through the MH Store and please put Shopping with Soheyla in the subject line, thanks! Or call 863-213-4077. If you go to voice mail, please leave a message, Soheyla may be shopping!

Getting More Good PR for Manufactured Housing from the Media

June 14th, 2013 No comments

The recent interview by UMH's Sam Landy with REIT online, shown below, showcases an important way to advance the public conversation about the tremendous value manufactured housing offers.

When you watch the video, it is worth noting that Sam Landy used the names of a number of other MH Industry companies during his interview. That practice has value on many levels. “Hogging the glory” isn't a secret for looking good with the media, rather, sharing the glory will benefit you and the industry more.

Sam Landy's casual yet gracious manner made him look better, because he was showcasing others in a favorable light too. That arguably made the manufactured housing industry look better. Everyone benefited.

We use a similar process here, as we noted in a another recent Cutting Edge blog column linked here.

Successfully Engaging the Media

Two years ago, we did a panel presentation at MHI's Congress and Expo at the convention center in Caesar's Palace in Las Vegas, Nevada. The topic was entitled, Engaging the Media, Making Positive PR and Good Media Relations a Reality.

Sam Landy's interview with REIT is a good example of how good PR can be obtained and how it benefits your organization or the industry at large.

We don't just talk theory about getting good PR, we do that for our clients and companies and have for many years. Samples of good PR that we've obtained for our clients are found on this page, linked here.

Want to learn more about how to get good PR for your location, company or association?


You can get a copy of the PDF of that power point free by emailing me at or Or ask your association to have us put this presentation on live or via webinar for your group, as we have in other state, regional and national industry meetings.

Engaging the Media, it takes some time and effort, but it pays!

When you reach out to the media, make sure you include a link to in your message. That site makes our industry look good and thus will make you look better too. That will give the media an interesting 'third party' taste, and will increase their interest in what you have to say. ##

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

other new stories at too.

l-a--tony-kovachL. A. "Tony" Kovach and Spotlighting the MHLifeStyle = Industry News, Tips and Views Pros can Use

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

Office –815-270-0500 or connect with me on Linkedin.


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