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2016 Tunica Manufactured Housing Show Professional Education Who’s Who in Finance, Marketing, Sales + Retail & Communities Success Stories!

March 12th, 2016 No comments

We will have 3 different business-building seminars for retailers and communities who are coming to the 2016 Tunica Manufactured Housing Show. We routinely have a packed room – so come a few minutes early to get a seat! These are so popular, they are often SRO – Standing Room Only – Professional Seminars, Panels and Workshops!

Tunica2016ManufacturedHousingShow-Ani-newgif-500x2001. What’s New & Hot in Manufactured Home Financing! The manufactured home industry’s top lenders – land/home and personal property (chattel, home only) will be at the 2016 Tunica Manufactured Housing Show presenting their latest and/or most popular financing programs. This will be a fast paced panel of Industry Lenders, moderated by L. A. ‘Tony’ Kovach. A Q&A will follow.

What s your company's 126 million-dollar problem - idea - solution?

2. What’s New and Hot on the Retailing and Community Scene! Successful MH Communities today are often retailing homes. MH Retailers and Learn from MH Communities, and MH Communities can learn from MH Retailers! Here is our current line up of panelists – from some of the TOP Companies!

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    R. E. “Bob” Crawford.

    R. E “Bob” Crawford from fabled Dick Moore Housing – one of the largest and most established independent retailers of manufactured homes in the U.S.; the company also has land lease (MHCommunity) sites.

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Image credit, Dick Moore Housing logo.

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    Gina Beasley.

    Gina Beasley – Vice President / Tennessee Regional Manager  – UMH Properties. UMH is one of the largest community operators in the U.S., and has been investing in hundreds of new manufactured homes every year.

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UMH is a top publicly trade manufactured home community REIT that retails homes.

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    Frank Rolfe.

    Frank Rolfe has been a manufactured home community owner for almost two decades, and currently ranks as part of the 6th largest community owner in the United States, with more than 17,000 lots in 23 states in the Great Plains and Midwest. His books and courses on community acquisitions and management are the top-selling ones in the industry.

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L. A. “Tony” Kovach.

L. A. ‘Tony’ Kovach, who has decades of community and retail marketing, sale management and consulting experience, will be moderating.

  1. Super-Savvy Marketing for More Sales. Its all about common sense marketing that works in the real world!  Recent retail and community pros attending Tony’s coaching and training sessions have rated his Super Savvy Tips a 10 out of 10. See why those who come to learn more, can earn more, in 2016.

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SuperCharged Marketing and Sales, by L. A. “Tony” Kovach, will be showcased at the 2016 Tunica Manufactured Housing Show.

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For more details, see Dennis Hill’s article here, or for the complete Tunica Show website videos, insights and more, click here. We’ll be at booth #74 at the Tunica Show. ##

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L. A. ‘Tony’ Kovach with a live audience, showing the principles of attracting and selilng more customers with Cash or Good Credit. See him present at the 2016 Tunica Manufactured Housing Show on March 22nd.

By L. A. “Tony” Kovach.

The Mouse that Roared – Media, Marketing, Financing, CFPB and Manufactured Housing Sales

June 16th, 2015 No comments

Pop quiz time. Does financing influence the levels of manufactured housing sales? Of course it does. An objective thinker need not look farther than what happened in the site-built housing market in 2008 for evidence. Choke off lending, and conventional real estate crashed in value. The slow, painful climb back up for housing has in many ways mirrored the return of credit to the market.

Similarly, while manufactured housing sales took a slide after 2008, the return of lending to the market has seen manufactured home sales slowly climb. That climb could be faster if loans being made 2 years ago, before CFPB regulations hit, were still being made today.  There are reasons why there is bi-partisan support for HR 650 – which has already passed the House – and S 682.

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Note: MHI has very similar totals to this chart above, which used data provided by MHARR. We provide, You Decide ©

So those who market and sell manufactured homes (MH) ought to and typically do care deeply about what the media, various lobbying groups and others say about manufactured housing or MH home loans. Engaging the media, public policy makers and influencers matters to the bottom lines of home owners and business owners alike, even if for whatever reason some don’t realize it.

As professionals, we should not ignore bad news that unfairly spins the facts about our vital industry. Cheap shots about lending by the ill-informed or agenda driven may paint a dark picture about MH personal property lending. We’re told anecdotally by some that it has not slowed demand, but we also know that it has created negative media and political buzz in DC. These can’t be ignored.

Of course, you can find people who have lost their conventional or MH homes to foreclosure or repossession. Does the fact that some lose their job mean that no one should be hired for work? Hardly!

By similar reasoning, just because a sub-set of buyers sadly loses their homes for whatever cause doesn’t mean that no personal property loans (or site-built housing loans) should be made. Should public policy force renting?  MH lenders, who routinely hold their loan paper, make those loans because far more are successful than fail. Articles like the one linked here reveal that our MH customers are being forced to pick between renting longer, or getting loans at perhaps 3 times higher annual interest rates than an MH lender could make that loan for today.

The Mouse That Roared

The truth well told is powerful. The truth untold is akin to the biblical warning of placing your light under a basket. The mouse that roars in literature might shake up the proverbial mighty lion. David can slay Goliath.

Even when larger organizations or media sources opt to try to place “mobile home loans” (sic) in a bad light – as the Seattle Times, the Center for Public Integrity or non-profit ‘consumer’ groups such as CFED has – we must provide a response for serious researchers and for the staffs of both the House and Senate. Reputation defenders will tell you how important it is to provide the other side of the story.

With the above in mind, please see for yourself how doing “response stories” that set the record straight can rank well in Google searches.

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Note to MH Owners, Managers, Pros and Marketers: there are white hat SEO strategies that can get you the kinds of results you see on this page, including with image searches like this one.

Google “Doug Ryan CFED”

As full disclosure, Google searches can change moment by moment, day by day. It can vary according to where you are, or what kind of device is doing the search. We should also add that we employ a white hat SEO strategy.

That said, on the dates and times shown below, the following results were found for the Google searches shown.

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Note: ‘above the fold’ means visible when the page loads. You can be page 1 of Google, but still be below the fold (meaning, you must scroll down to see it) as would be true of the page 1 of Google results below

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All of the above are unpaid search results found on page 1 of Google on a mobile device search on the date and time shown.


Dodd-Frank Preserving Access to Manufactured Housing

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Above the fold has long been used in the newspaper business, but today it can also refer to what is visible when your screen first loads on a given website’s page. What is above the fold matters.  The above is page 1, above the fold, the below is page 1, below the fold.

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It is easy to see from the above examples why MHProNews – and increasingly, MHLivingNews.com – are being followed by public officials, media, investors and others interested in manufactured housing.  Engaging media, federal or other non-profit organization’s publications with responses pays off over time.  The opposition is motivated!  You must be motivated and do your part too.  When you do, in turn, you can look your peers in the eye and say, please do the same.

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Image credit, WikiCommons. Poster Credit, MHProNews.com.

We could do this same type of Google Search exercises on a wide variety of topics relevant to manufactured housing. On some, we will be page 1, #1 above the fold, on others we may still score page 1, but further down the page of organic search results.  

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Image credit, WikiCommons. Poster Credit, MHProNews.com.

The point is that responses do matter!  Some effort is better than no effort. Information like the articles linked below, when shared with your Congressman, U.S. Senators, other public officials, the media etc. can make a difference.  Do your part.  Share the links via email, Facebook or other social media.  ##

http://manufacturedhomelivingnews.com/cfed-and-cfpb-confused-conflicted-friends-of-manufactured-home-owners-and-prospective-buyers/

http://manufacturedhomelivingnews.com/dodd-frank-and-manufactured-home-financing-the-place-where-good-intentions-and-unintended-consequences-collide/

http://manufacturedhomelivingnews.com/sam-landy-umh-ceo-on-dodd-frank-and-the-preserving-access-to-manufactured-housing-act-s-682hr-650/

http://www.mhpronews.com/home/featured-articles/june-2015/138-general-manufactured-housing-industry-topics/9657-don-glisson-jr-ceo-triad-financial-services-on-dodd-frank-hr-650-s-682-and-manufactured-housing-financing

LATonyKovach-Louisville-2015-mhpronews-com-275x156 (1)By L. A. “Tony” Kovach

2015: The Five Legged Stool for More Manufactured Home Sales

January 7th, 2015 No comments

Let's go back to basics. Let's look at the obvious things that you need to have more manufactured home (MH) sales in 2015.

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  1. New homes. Used is grand, but often hard to get and costly to update. To sell more homes, you need to see, compare, inventory and sell more new MHs.

  1. Marketing. Did you know that the average credit score in the U.S. is over 700? Yep. Do you know that many site built houses are all cash sales? Yes again. Want to sell more homes in 2015? Learn to attract more customers with cash or good credit.

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  1. Professional Sales Systems. If you had all the sales you wanted, you wouldn't be reading this column. Want to sell more homes? You need to make sure your sales team is made up of well trained team members. Good appliance and electronics sales people get 300 hours of professional sales training a year. How does that compare to your operation? Enough said on this bullet for now.

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  1. Financing. Obviously needed! Why not learn the latest on the various plans and lenders available at the rapidly approaching Louisville Manufactured Housing Show?! Odds are good that there is more lending out there than you are using or know.

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  1. Happy Customers. There is nothing more important than happy home owners. There are few things more important than building relationships between your business and other housing pros in your market. They need us, even if they don't yet know it.

Come to the Seminars – linked here – that are free to most MH pros. Come see me at booth #115 and/or on the show floor or in the Seminar room. MMHF increased space 30%, so we can accommodate the standing room only crowds of last year. Want to grow in 2015? Make these 5 legged stool basics part of your basics. Come to L'ville, you'll see what some 2,500 MH pros did in 2014. ##

latonykovach-com-brushed-cutting-edge-marketing-sales-blog-mhpronews-com75x75-By LATonyKovach.com

Unique Perspectives Can Provide YOU with Unique Results!

December 17th, 2014 No comments

Sorry if this sounds immodest, but we have an unfair advantage – but that means you could have an unfair advantage too. Let me first say that someone could – in theory – ignore the news, not read and still be a success. In fact, there were some well known cases of that in the early- to mid-20th Century. But in the internet era – when government impacts your business, and so do markets and other factors – can you ignore the news, without taking increased risk? The combination of information and the right marketing and sales systems – properly applied – can yield terrific results. Because we work day by day with MHPros PLUS stay in touch with the news border to border and coast to coast, we have advantages others simply don't have. But you can have them too…

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That lead in is supposed to make you think that as a marketing and sales manager, owner or professional, you have to have at least some degree of facts and information – news – to support and guide your efforts. For example, this week in our Daily Business News blog, we covered a story about an MHC operator who sees a huge new market opportunity. Want to know more? Click here. Another story we covered was about the top 10 things home owners and housing shoppers want. Do you think knowing what they are thinking might be useful to you as a marketer or sales professional? Of course!

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Credit: llenrock.

An MHC operator looking for commercial financing? Are you into the CMBS what one of the GSEs has done that might be good for your business? The DBN linked here may have your answer – and the above graphic might help too! On the Masthead, you'll find aMastheadn amazing what if story! If you want to grow your business, and open your mind to what's possible, better surf on over and read The MH Impossible Dream? I don't know how sales pros can work without inspiration. To my knowledge, we have the industry's first and still only INspiration blog, written with the factory built housing pro in mind. Join the thousands who are IN with INspiration.

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I won't say finally, because if you look at the home page – sloooooooooooooowly looking over all the Industry News Tips and Views Pros can Use © – you'll see TONS of Featured articles that can be very helpful for your business! Knowledge is potential power. Protect your attitude (thus the need for Inspiration). Feed the mind (the need for useful information). Then, get training and marketing that makes you and your team SING from the Hymnal of Great Results! Need help? Please check out what others say about our work on Marketing and Sales and give me a call. Until next time, make it a GRRRRR8 day! ## By LATonyK.