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Posts Tagged ‘featured articles’

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 

“’Tis the Season” for a Marketing and Sales Lesson!

December 15th, 2013 1 comment

The holidays are here. Hanukah – the Festival of Lights – came early this year and has now passed. Christmas and New Year's are coming up rapidly, and for over a billion souls, this is Advent. People marketing and selling homes are starting to think or run 'tax refund' ads – which are fine – but there is an amazingly important and ever so easy lesson that this holiday season ought to bring to mind for all.

Here it is. It's soooooooooooooooo simple. Don't miss this one, because it is foundational to everything else that you do.

Do unto others as you would have others do unto you.”

Yes, that's it. Don't shrug or laugh, because this is huge! Understood and properly applied, it's powerful!

Indeed, ancient Greece, Rome, Egypt, China, India and faith traditions around the world have some saying that is similar to this one. Wikipedia cites this as an example from Greece:

"Do not do to your neighbor what you would take ill from him." – Pittacus[18] (c. 640–568 BC)

In the Jewish faith, we find many examples, but let's use this one:

“You shall not take vengeance or bear a grudge against your kinsfolk. Love your neighbor as yourself: I am the LORD.” —Leviticus 19:18

For Christians, “Do unto others as you would have others do unto you.” is found in Matthew 7:12 and see also Luke 6:31.

Islam has its elements too, “…and you should forgive And overlook: Do you not like God to forgive you? And Allah is The Merciful Forgiving.” — Qur’an (Surah 24, "The Light," v. 22).

The above it not to say that all religions and cultures say the same and do the same thing, because they are different. But this sampling does point out that in much of human history and religious belief see this as an important element.

So is it any wonder that this concept ought to be the foundation for all long term marketing, sales or management career success? It should be obvious!

I've mentioned my friend, colleague and published author – Greg McClanahan – who is running a very successful factory built home sales operation. You can bet that Greg has those words engraved in his mind and heart.

do-it-right-lou-holtz-posted-mhpronews_com-masthead-blog-1(1).pngTim Connor, who is a library of knowledge when it comes to selling and management, ends every one of his popular Words of Wisdom blog posts with the words – “In His Service” – before signing his name. Tim and I have worked together, corresponded and spoken often. You can bet that this phrase – “Do unto others as you would have others do unto you.” – is at the core of what Tim lives and breathes. Tim has helped companies sell tens – even hundreds – of millions of dollars in products and services, and he has sold over 2 million copies of his own books. Do you think he knows something about selling and management?

Youbetcha.

FYI, you can see a brief review on both Greg's book and Tim's latest book at this link.

In my own work, I'm always thinking 'win-win' vs. 'win-lose.' Why? Think about it. “Do unto others as you would have others do unto you.” suggests a win-win. If we both benefit from an exchange, then we have done unto the other what we would have wanted ourselves.

Good customer service! It is soooooooooooooooo simple! Yet it is so profound.

When I'm training people, I often mention this framed quotes shown by successful football coach Lou Holtz. It has hung for years over my desk.

Do Right

Rule 1: Do What's Right.

Rule 2: Do Your Best.

Rule 3: Treat Others Like You Want to be Treated.

Three questions people ask about you.

  • Can I Trust You?
  • Are You Committed?
  • Do You Care About Me?

Ladies and Gents, that's at the core of all that we strive to do. You and I may disagree or see something differently on this or that. But so far, no one comes up to me at a live event and has ever said, 'are you committed to the Industry?' They see it in almost every word written and those spoken too.

If we care about our customer – whoever our customer happens to be – if we care about our team mates, then amazing things begin to happen. “'Tis the Season” to reflect on this powerful marketing and sales lesson. If what you plan or do passes these simple tests, you've take huge steps towards success. ##

PS: Check our many Exclusive and Red Hot Featured Articles for November 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 

Examples of how Cross-Marketing Works!

November 17th, 2013 No comments

As regular readers and most industry pros know, manufactured housing faces unique challenges in marketing. We have a great product that is not well understood or appreciated by most of the population. We will talk another time as to the reasons why that could become a blessing in disguise for those who understand how to attract potentially millions to their offices and sales centers who have cash or good credit. But today we'll focus on how cross-marketing works, by showcasing examples of cross-marketing in action.

This month on MHProNews, we had three 'exclusives' from industry leaders featuring extensive quotes found no where else in the manufactured housing industry. ELS Chairman Sam Zell, CU Factory Built Lending's Barry Noffsinger and Skyline Home's Terry Decio each have such featured articles.

I won't say which of these was in the lead in readership early on this month. But what I will say is that Terry Decio's company did a simple act of cross marketing near the end of the first week of November, and that simple step caused his article to ROAR ahead. All they had to do was take the easy step of a short post and photo to their corporate Facebook page.

skyline-corporation-facebook-page-cup-of-coffee-with-terry-decio-posted-cutting-edge-blog-manufactured-housing-pro-news-_001.pngWe preach cross marketing periodically in Featured Articles here on MHProNews and on the Cutting Edge of Marketing and Sales blog too.

Why? Because done propertly, cross-marketing works!

We promote our featured articles, but in this example, Skyline took the simple extra step of cross-promotion on their Facebook page. Viola! That article was suddenly the #1 read column on MHProNews!

What would happen if ELS or CU Factory Built Lending did the same? Think about it, because the answer is obvious!

 

Beyond Articles, Other Living Examples of how Cross Marketing Works

The upcoming Louisville Show is another example of cross-marketing. Everyone in the mix does some degree of promotion. The show does promotion of its own too, using mailers, along with banner ads on our website that look like the one below.

But what if everyone involved in the show could step up their cross-marketing game? What if everyone would cross post the Louisville Show or a show related article on MHProNews, as Skyline did on the interview with Terry Decio, linked above.

Louisville-Banner-show-me-the-money

Cross-posting links the Louisville Show website or to articles on MHProNews would obviously boost the show! The more pros who attend the show, the more all involved benefit.

It's a no-brainer.

Subtle Cross-Marketing

Most savvy players already send out invites for people to come to their specific booth or display. But why don't more take the extra step of emailing out a link to the FREE Business Building "Show Me the Money!" Seminars? Or emailing out a reminder about the networking mixer that KMHI and MHI are co-hosting at the Show?

Sometimes when you spotlight something on someone else's website, you draw a different and deeper kind of interest in what you do and offer. This is one of many ways that cross-marketing works.

Boosting the Industry Boosts You Too

manufactured-home-living-news-sharp-ipad-.jpgThe rising tide raises all boats. That's the simple yet powerful concept behind ManufacturedHomeLivingNews.com. We use that here on MHProNews as well. Because cross-marketing works.

You have scores of tools online (and off…) to advance your career, your location and company.

As Tax Time Looms, Remember This Tip!

Want to lower your taxes for 2013 and boost your business for 2014? Then remember, have your accountant confirm that your advertising dollars are a tax deduction!

Invest in what will grow your business. Make cross-marketing part of that plan. Call or email when you are ready to advance your location or operation to the next level of marketing or sales success. ##

PS: Check our many Exclusive and Red Hot Featured Articles for November 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 

Improve our Industry’s Image the easy way by Sharing the Facts!

September 22nd, 2013 No comments

Let's keep this short and sweet. Do you think our industry's image can improve? You do…I think so too! One of the many false 'tags' on our industry has to do with the myth that we blow away with the first big wind.

That is a myth that is far from the truth, as the video linked below PROVES.

manufactured-home-hit-by-tornado-and-high-winds-posted-cutting-edge-blog-mhpronews-com-.png

http://ManufacturedHomeLivingNews.com/dramatic-video-of-a-manufactured-home-hit-by-a-tornado-and-high-winds/

The pace of views on this video, which has been online or about a year, is heating up in the last 2 months! It is already one of the top manufactured housing informational videos online, and with good reason.

Take 2 and do this,

  • share the link of this video with everyone you know in the manufactured housing industry. They need to know the facts as much or more as the general public does.
  • Then, share the link to the page with the video with everyone else!

STOP AND THINK

How many hundreds of thousands of more people would be considering a manufactured home if they didn't have this false narrative in their heads about our homes blowing away at the first puff of air?

There is NOTHING more powerful than SEEING WITH YOUR OWN EYES the truth.

The facts on the video ought to be memorized by any manufactured housing pro.

Sharing is how we can make this old myth die, and when that myth dies the quality and quantity of your prospects at communities and sales centers will go up. Fight the myths by sharing the facts. It is just that simple.

Now, just do it. ##

PS: Check our many Exclusive and Red Hot Featured Articles for September 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 

Golfing and Manufactured Housing Sales

August 30th, 2013 No comments

I was listening one Sunday to a motivated golfer. He was maybe 30ish and clearly wanted to be good at the game. So he took lessons. Afterward all the lessons, he went out for a round and began by thinking about all of the things he was supposed to do.

He thought about:

  • his stance,
  • his grip on the club,
  • how high the ball was supposed to be on the tee,
  • his hip rotation during the stroke,
  • his follow through,
  • and all the other things the golfing coach was trying to teach him.

He stood there with his ball on the tee, thinking about all of these things he was supposed to do.

Then he brought his club back up, went for the swing and connected with the ball. It soared up into the air! It went about 200 yards, and landed in the middle of the fairway! But…

…it was the neighboring fairway that it landed in.

He went after the ball. You can imagine his thoughts.

When he got to the ball on the 'wrong' fairway, he looked back towards the hole that was his goal and, lo! There was a break in the trees just where he needed to hit the ball in order to go back towards the hole that was his goal.

Let's cut to the chase. 8 shots later, his ball dropped into the right cup.

Now, when I first shared this story with someone who golfs, what I heard in reply was laughter. It is an amusing story.

But when you apply this to the principles of selling manufactured homes, there are a number of potential lessons to be learned. Before continuing with the sales lessons, let's finish the true golfing story.

The young player approached the next hole differently. Instead of thinking about all of the rules, all of the things he was supposed to do, he simply relaxed.

Then, he began his swing, the follow through and the ball sailed 200 yards down the fairway. And it was the right fairway! This time, he shot par!

Now let's look at the take aways from this and how it applies to sales.

First, the player never gave up. He did finally sink the shot, even on the errant first drive. He kept aiming for his goal and finally achieved it.

Second, the player didn't let his love for the game be harmed or negatively impacted. He kept his attitude. He wanted to learn and did so.

Third, all of the rules that he was taught WERE in fact very IMPORTANT. Those rules and tips DID make him a better golfer! But he first had to relax himself, then the young player had to focus on the ball and his goal. Then the player simply had to “just do it.”

We've commented before about similarities between fishing and selling. If you pull back on the line before you have the hook in the fish's mouth, what happens? You scare the fish away, right? The same thing often happens in sales. I've see sales people who try a take away or other 'strategy,' but they don't even have their prospect hooked yet! Is it any wonder that they lose the customer?

Of course not.

golf_professional_pat_diaz_gives_young_golfer_pointers_chula_vista_municipal_golf_course-wikicommons-posted-cutting-edge-blog--manufactured-home-marketing-sales-mhpronews-.jpg

The rules of good golf are as important to the
pro as to the student of the game.
The rules of good salesmanship
are as important to the newbie as to a veteran.

The focus of selling is first the customer, but then you and what you say or do! The rules of professional sales engagement are there to guide you to be a better you in serving the customer. Good salesmanship is not about tricking or manipulating a customer.

It is about learning how to engage the customer in a professional fashion that will routinely produce the right outcomes when followed.

Doctor's don't save every patient. That in itself doesn't make them a bad doctor, so long as they are saving the patients that can be saved.

Sales begins with your mind set. You have to have the right attitude about the customer, and you have to want to serve them in a professional fashion.

The reason on our MHProNews.com website that we have an Inspiration blog, plus featured articles by Zig Ziglar, Tim Connor or Greg McClanahan is precisely to refresh and inspire the right motivations in all those who serve the public and who serve their peers too.

The young golfer had to learn how to internalize the rules he learned, but also to keep his focus on the ball.

The focus in student of sales is the customer and their needs, wants and desires. But the rules help both the golfer and the sales pro to advance and improve.

Even professional golfers want to improve their game. A pro still has a coach.

The same is true for the professional sales person, they still have a coach.

The doctor who tries to 'heal himself' is often guilty of malpractice! It is a common principle of good medicine that you don't treat yourself. The doctor who does may not have enough perspective to do so effectively.

The same is true in sales. Jim Carpenter said it well in a recent guest column. When the only 'training' that is going on is in house, it is often 'old stuff' that is being re-hashed, instead of a truly professional blend of the tried and true along with the good and new!

When you learn the rules of good sales engagement and then make them a part of what you say and what you do – naturally! – then you too will see shots soar down the fairway, and you will see them land on the right fairway! Having an outside sales trainer or sales coach can be as critical for your location, career or business as the golf coach is for a pro – or new comer! – who wants to improve his game. ##

PS: Check our many Exclusive and Red HotFeatured Articles for August 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 815-270-0500 |

Connect on LinkedIN:
http://www.linkedin.com/in/latonykovach