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Earn $43 for each $1 invested? Manufactured Housing, You and Email Marketing

June 6th, 2014 No comments

Be it business to business (B2B) or business to consumer (B2C), email marketing is a very important part of staying in touch and generating business.

Building an email list takes time, and effort. That translates into costs. But are the costs worth it?

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Frankly, as the it is a TOTAL no-brainer!

The Direct Marketing Association provided the statistic above, but IMHO, that is way to LOW for much of the manufactured housing industry!

Let's do some quick math. You are a retailer or MHC that sells homes. Or you are a lender, and want more good loans. One lead that 'cashes' is worth years of the modest cost for an email marketing program!

First, you hopefully are using a CRM system – please see this article by Brad Nelms on that topic –

http://MHProNews.com/home/featured-articles/june-2014/117-marketing/7683-you-your-manufactured-home-business-your-image-and-bottom-line

Next, hopefully you have a great website, if not, look here:

http://MHProNews.com/home/featured-articles/june-2014/117-marketing/7671-does-it-really-matter-who-you-use-to-build-a-manufactured-or-modular-home-industry-website

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Third, with a good database/CRM nested on a good website that attracts and keeps new customers coming in, you'll get an pretty darn automated system that can keep your clients informed!

Fourth, You have to offer them something they want to know about, of course.

In our case, here at MHProNews.com, we offer Industry News, Tips and Views Pros Can Use. People have learned that using our email news updates is a time saver and keeps them informed.

Translation: our emails save and/or makes MHPros money. And it is free.

You should do something similar with your clients. Need a hand? Give us a call.

email-dark-wikicommons-posted-mhpronews-com

BTW. If you haven't been added to our NEW and IMPROVED emails, here is how they look, scroll all the way down the a single issue in moments, scan the headlines you like, click on the articles you like.

If you aren't on our emailed update system – many keep track of all the big and less obvious things too that are going on in MH using our emails – sign up in seconds here.

mhpronews.com/subscribe

Do the math. One home sold, one site filled, one new client, could be worth years of payback. Is email marketing worth it? As they say in Wisconsin…

Youbetcha. ##

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 

Amway and Autos – Lessons in Branding, UnBranding and ReBranding for Manufactured Housing

October 13th, 2013 No comments

Perhaps the best time to write a column on branding, unbranding and rebranding is prior to the Fall Leadership forum of the National Community Council (NCC) at the Manufactured Housing Institute (MHI). Their workshop on that topic will be one of the items yours truly plans to take in with keen interest, as it is something we deal with routinely in our marketing, sales training, website building and consulting.

The Business Dictionary defines branding like this:

“The process involved in creating a unique name and image for a product in the consumers' mind, mainly through advertising campaigns with a consistent theme. Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers.”

Let's begin with a fundamental principle to rapidly drive home the point for today's topic.

The value of branding a product or service is dependent in part on the perception and demand of the product or service in question.

For example, autos are in demand. Branding your car company or dealership makes sense, because Ask reports that in 2011, 12,778,885 cars, trucks, SUV and other automotive types were sold in the U.S. alone. Branding your product and/or service to grow your piece of the automotive pie in such a huge market makes perfect sense.

The Free Dictionary defines rebrand as follows:

rebrand [riːˈbrænd] – (Business / Marketing) (tr) to change or update the image of (an organization or product).

As an example, if your company's brand in automotive is suffering, you'd want to consider rebranding.

Let's imagine for a moment that an import auto company like Yugo wanted to change their image, rebranding combined with improved quality controls, marketing, service and sales training could have made the kind of sense that could have saved that automaker from 'crashing and burning' in the U.S. car market.

Almost no one in our industry (besides us and some of our select clients) grasp and use the powerful concept of parallel paths and unbranding, along with when it makes sense to use this principle.

Macmillan defines unbranding as:

Unbranded goods are not marked with a name of the company that makes them.

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What if your dealership, community – or the industry at large – has an image issue? Does rebranding make the most sense? Or would a possible combination of unbranding and/or rebranding make more sense?

Before you answer, consider this fact. Manufactured housing has tumbled from having 21% of the new home starts in the last 20 years to some 8-12% in more recent years.

So rebranding in a shrinking market is like deciding to be a bigger fish in a smaller pond. Wouldn't you rather go after the large housing marketing place, by whatever strategies are necessary to get you there profitably?

Lessons from Amway and Unbranding

As an example to drive home the point, think about Amway. How many people do you know that have run out to sign up to sell or buy vitamins, home cleaning products etc. from a multi-level marketing (MLM) distributor or company?

The image of MLM in general isn't that hot and hasn't been for many years! So what does a savvy MLM distributor or company do? Answer: they teach their marketing minded distributors to avoid the company name and the marketing method in their initial contact.

In no small measure due to their dual campaign of unbranding and branding, Amway became a multi-billion dollar empire for its founders and made millions for key 'direct distributors.'

At MHC-MD.com and in part via our LATonyKovach.com – websites, marketing, training and coaching platforms – we have garnered dozens of recommendations and hundreds of endorsements by using a proper combination of branding, unbranding and rebranding, along with other proven strategies.

Which of these – branding, unbranding and re-branding – does your operation need? The answer to that question can be worth millions to you and billions to our industry. ##

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

MH Pros – Make More Money in 2012!

October 23rd, 2011 No comments

Access No Money Down Finance,

Free Sales Training, Business Building Seminars & More

 

Yes, You Can! Grow your Sales, Profits and Business in 2012 with free Louisville Manufactured Home Seminars!

 

The Louisville Show offers an unparalleled opportunity to start the new year with a positive bang. Who says? Here is one of many sample comments:

Rising Sales posted on MHProNews.com

It was great to have the Louisville Show back in 2011! It has always signaled the start of the new selling season. The spirits were high from those in attendance in 2011. I think the 2012 show will be more exciting and rewarding.”

Knute Chauncey, Tie Down Engineering

 

At the Louisville Show you can compare products and services from some 80 plus vendors and suppliers, PLUS see dozens of new homes, all indoors!

 

With the business building seminars, you can “Learn more to Earn more!” See this incredible line up of topics that manufactured home retailers, community owner/operators and builder/developers can attend FREE during the 2012 Manufactured Home Show at the Kentucky Exhibition Center (KEC) in Louisville KY.

 

1) What's working for MH Retailers and MH Community Operators in Sales Today. Get the “Best of the Best!” in retail sales and profit making practices  learned from Top selling U.S. Manufactured Housing Retailers. Chad Carr from Rainmaker Software will be doing a recap of the best ideas presented by top manufactured housing street retailers and community based sales operators from across the country from their November 13-15th 2011 summit meeting.

 

3) The Best Third Party Manufactured Home Financing Available Today! All of the top manufactured home retail lenders will present their best programs in this workshop.  In alphabetical order, 21st Mortgage, CU Factory Built Lending, Triad Financial and US Bank will present their best finance programs as part of panel discussion on industry financing available right now! FHA Title II lenders also plan to attend. Learn what's available Today to sell more homes at your retail center, community or development!

 

Mike_Moore_2) "If you want to sell more homes, stop selling!" Creating Your Successful 'New Economy.'  Mike Moore, of MHSpeaker's Trainers and Making Customers.  Moore will explain how an adjustment in how one approaches customers will positively impact the otherwise bruised and broken customer/sales relationship.

 

4) The Best Community Financing and Refi Options Available Today! Big name lenders and community specialty mortgage brokers are planning to share their best programs available to finance or refinance your manufactured home community!

 

5) Federal Program offers No Down Financing on Fee Simple Sales! Can you really get rate competitive, no down payment, low closing cost loans legally on manufactured homes sold in fee simple sales? Thousands of Industry pros will be surprised to know that the answer is 'yes.' This may sound like a dream come true to some, but this is a real federal loan program that federal officials have tentatively committed to presenting to 2012 Louisville Manufactured Home Show attendees!

 

These seminars will be held on January 11th and 12th, 2012. Other presentations and speakers may also become available, and as plans evolve, we will update you as the information becomes available.

Kentucky_Exhibition_Center_home_of_the_Louisville_Manufactured_Housing_Show_MHProNews

Louisville is where CEOs and executives from major companies, association leaders, and literally hundreds of the 'mom and pop' businesses all come together. Here is your chance to see dozens of new homes under one roof, talk to manufacturers about your needs and compare. Some 80 service and supply firms will be there!  The Midwest Manufactured Housing Federation, Dennis Hill at Showways Unlimited and hundreds of others work hard to make this the event to start the New Year. 

You should be there.

 

Members of our MHProNews.com team and I will be there too, so I hope to see you at Louisville 2012. For more info, click here. # #

 

post by

L. A. 'Tony' Kovach
Publishers and Marketing Director
MHProNews.com & MHMSM.com
http://www.linkedin.com/in/latonykovach