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Posts Tagged ‘Image’

Common Sense Will Spur Manufactured Housing In Your Market!

June 17th, 2016 No comments

Let’s state the obvious – advancing the MH industry and your place in it – Its all about good, persuasive storytelling.

This isn’t something we just preach – in collaboration with others in operations like yours – we’ve been practicing it for years.

 

 

Notice how each of these stories advances the MH industry, as well as those specific people and operations in the story?!  Notice in the story below how we correct the misguided notion that a modular builders should trash the HUD Code, or vice-versa.  Each needs to be properly respected, tell the facts well, and both will grow.

 

 

We also feature state and other associations doing good work, which helps promote the professionalism and success of our industry.  

 

 

We feature national issues that harm consumers, businesses and those associations which are working on their behalf.  Notice how this next article and video corrects so much of the errors that the Seattle Times/BuzzFeed/Center for Public Integrity and the PBS NewsHour and others have promoted?  

 

 

Some people think that mobile homes of yesteryear have to be thrown under the bus for manufactured housing to advance.  Nonsense!  What has to happen is good storytelling. Those mobile homes have for decades – and many still do – serve millions well.  Celebrating the good, while tackling real issues – that’s how MH advancement takes place.  

 

 

The next story is one that showcases how an engineer – one who owned a conventional house, and also lived for a time in a mobile home, embraced today’s residential style manufactured home.  Think that makes for a good story?  You bet!

 

 

We could go through dozens of examples like these. In every case, those featured in the report can benefit, but also the industry at large benfits.  This is how mutual victories takes place.  

 

 

Recent reports (examples, like from a manufacturer and a community we’re working with) reflect their sales growth.  We can’t divulge private info, but we can share what they have publicly, like this example here, where a happy client is urging others to do the same as they are doing – and benefiting from.  On LinkedIn, we have hundreds of endorsements, because those who apply what we do benefit and see the value.

 

 

This storytelling method isn’t instant or easy at first,it requires planning and good execution. But it is the proven path that other industries and businesses have followed for years.  

The sooner and better you do this too – hopefully in concert with us, because no one else has the same kind of MH industry promoting MHLivingNews.com and MHProNews.com platforms – the sooner and the better off you and your business will be.

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Thousands of mainstream media websites have picked up ‘good news’ stories about manufactured homes, modular homes, and mobile home living published on MHLivingNews.com. Of course the public will read, see and increasinly over time, be positively influenced about our MH industry.

And while clients benefit more, the industry at large benefits too. That’s what good storytelling looks like! This approach is fair!  This method is so honest, common sense and this is what mutual victories looks like! ##

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Tony is the most widely known and respected MH marketing services, video producer and industry consultant, as well as the top MH sales trainer in the U.S.. He and his team publish MHLivingNews.com and MHProNews.com. He is the host of the popular Inside MH Road Show video series.

By L. A. “Tony” Kovach.

Managing Member of LifeStyle Factory Homes, LLC.
Publisher of MHLivingNews.com, MHProNews.com and Inside MH video series.
MHI member, MHI Suppliers Division board member.
Consultant and service provider to the MH industry.

Office 863-213-4090.
Connect on LinkedIn –
https://www.linkedin.com/in/latonykovach

Publisher – MHLivingNews.com and MHProNews.com

It’s #1! Get our industry leading, free, Twice Weekly emailed news, tips updates (our emailed Newsletters look like this) – sign up free in seconds at MHProNews.com/Subscribe. 

Donald Trump, Marketing Lessons for Manufactured Housing from his Presidential Campaign

August 6th, 2015 No comments

A fascinating lesson for MH in marketing is coming from Donald Trump’s presidential campaign. Let’s set the stage by noting that The Donald is known for great:

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The Donald has tapped into the anger and frustration of millions. He’s not only shot up fast6 in the polls, but he’s flipped his unfavorable/favorable so rapidly, the political pundits are amazed. Image Credit – Vox.

  • hotels, casinos, golf courses…real estate.
  • He’s a one man brand, with clothing, etc. that bears the Trump name.
  • He’s the author of Art of the Deal,
  • spent years on TV and his bold campaign claims have made him roughly double the polling of the current #2, Jeb Bush.

Bernie Goldberg recalled a conversation with Donald Trump to Fox New’s Bill O’Reilly. Goldberg mused, why has Mr. Trump felt the need to be making such big, bold claims over the years?  No other billionaires are doing that, suggested Goldberg.  Bill O’Reilly nailed this one when he replied, that Trump is a marketer.

 

Consider Donald Trump’s campaign lines like these.

  • I’ll be the greatest jobs President that God ever created.
  • I’m rich, really rich.
  • I’ll build a wall on the border and make Mexico pay for it.
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He’s attracting larger crowds, and far more media coverage than others in the GOP. Photo credit – DonaldJTrump.com.

Candidate Trump has the TV talking heads…talking about him!  He gets the same or more air time then the rest of the Republican field combined.  Don’t be surprised if tonight’s televised debate has a huge audience, and the GOP should thank the Donald for the added energy he’s bringing to the race.

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Do you expect his new book sales to do well? I do. Look at all the marketing elements, from his campaign website.

Mitt Romney has his wealth and success hung around his neck by Democrats like an albatross. By contrast, Trump has boldly made his wealth and success evidence he gets things done.  He says can do – or walk away from – good deals for America that will send China, Russia, OPEC or Iran into regroup mode. I’m rich, really, rich! is a sound bite proof he gets things done. It’s snot all talk, it’s all action.

This column isn’t a defense or promotion of the man or his campaign, he doesn’t need yours truly for that, he and his team does that just fine. Rather, this is a quick object lesson for how someone with strong negative polling numbers only a month ago has so dramatically flipped them into positives, that experts in politics have said they’ve never seen anything like it.

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Tem Gallery featured some eye-popping manufactured homes, including those found on MHProNew’s Masthead Blog, and MHLivingNews.com, like the photo above. By being media, we can impact the market place.

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Some pundits who said Mr. Trump could never survive the comments on John McCain, or about illegals “from Mexico” before that, find they are wrong. The bolder The Donald’s colors, the bigger his poll ratings, and his unfavorable/favorables reversed in a matter of only a few weeks.

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The image above is from the Chicago SunTimes NewsGroup, an article in their real estate section, one of the clients we’ve worked with there. Articles like this rang their phones hundreds of times from prospects wanting to learn more about today’s manufactured homes.

For those who say his bumper sticker slogans have no policy details or substance behind them, look out!  His book with detailed positions comes out today.  Will we be surprised if it’s does well? I’d bet his book hits the New York Times, Amazon’s and other best seller lists almost overnight.

Ladies and gents, my fellow MH Pros, investors, aficionados and enthusiasts, The Donald is showing you in real time just how quickly our MH Industry’s fortunes could switch!

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Another Tem Gallery screen capture of a home featured on MHLivingNews.com.

Our MH Industry has great stories to tell! We have our own ‘campaign’ we could mount.  With no apology, I’m asking you, YOU – why is it that so few others are standing up in public for MH – as we and those working with us do – to change the MH Image in your local markets??

Remember, it doesn’t have to be a huge national campaign.  All MH sales are local, just as Tip O’Neil famously noted that all politics are local. YOUR folks and ours, teaming up with the right plan, can move the needle in YOUR market.

When enough local markets have a good MH image, the industry’s national image will shine.

Improve the image, by positive market based exposure.  Don’t be afraid to take a bold position, so long as you can back it up with facts, with reality.

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The Donald may be changing the political landscape in ways we can’t yet fully predict.  He’s doing it with savvy marketing strategies.

With the right plan and effort, you can do this for MH in your market too. ##

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See the kind words shared by the MMHF Chairman, by clicking the photo linked above.

 

By L. A. ‘Tony’ Kovach.