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Posts Tagged ‘keys to success’

The Thing Needed

September 6th, 2013 No comments

It can be very helpful to go back in time, and compare 'then with now.' The downloadable attachment below has many relevant points, and it was written years before I got into consulting. The points in sharing this are many, and can benefit all with an open mind. One of the points are that the basics – the fundamentals – are among the keys to success, and this article has a number of those fundamentals!

The article attached was first published in the November 1988 issue of what was then call the Mobile/Manufactured Home Merchandiser, later re-named, Manufactured Home Merchandiser magazine. While much has changed in technology, terminology, attitudes and styles, it is surprising how some of the basics then are just as true today as when the attached downloadable article was written.

At the time, yours truly was the proud owner of a manufactured home retail center that was growing rapidly, in spite of the economic collapse that had taken place in oil-boom-to-oil-bust Oklahoma. My personal part of the business was marketing and sales – sound familiar? – while others at our center did a very fine job of other necessary functions like bookkeeping and lender relations, service and delivery coordination.

During a time when 80% of the retailers folded then in Oklahoma (sound familiar to the MHIndustry post 1998? Or the MHIndustry post 2008?), humble S&L Homes (we sold repos for S&L's, new and other pre-loved homes) was growing, growing, growing. We hit the top 1% of all retailers in the U.S. our third year in operation, all during a down market when other dealers that were far better established vanished.

Why? How?

Please read the article, because many of the basics then are the same basics today.

Are there differences? Sure – like change “mailers” for “email” or social networking. Change print for the Web. Change TV and radio for YouTube!

The reality is that we can market better today for less, for those who are willing to learn and do it. We can also sell better then than now, for those who are willing to dig in, learn and do.

My road to business ownership was not easy. There was no rich relative, no SBA loan and most of the 'training' came from reading and a handful of seminars, but also boat loads books and audios personally invested in to advance myself.

A tag line came across a public service announcement the other day that applies to all of us.

Learn to read. Read to learn.

That same issue of the Merchandiser had articles from people like Guy Laird (remember him?) and Bill Carr (still active!) that were among the many that I devoured every month. I would have proverbially killed to have had access to all that we share on MHProNews.com monthly, because reading was the path to learning more and earning more.

In my career run up to opening S&L, yours truly managed at 3 retail centers and assisted at a 4th before jumping into ownership.

If you are an owner, encourage your people to learn more. Yes, someday, they may leave you. But in the mean time, you will be earning more and so will they! The good performance of some tends to lift the performance of others.

So the rising tide tends to raise all ships.

If you are an employee or contractor, absolutely make it your business to learn all you can. Read daily (yes, every business day). Go to meetings, attend seminars.

Learn not just from the present, but from the past.

Learn from every mistake. Learn from every success.

Keep a good attitude!

Sure, a smile came when my eyes revealed how much younger I looked in the picture on the last page of the attached article! I wonder what happened to the others in that photo, after the business was profitably sold, we eventually lost track of each other (no email or Facebook then).

What we did as signage then, would not be what I would do as signage today. We'd be talking social networking and lots more online stuff in such an article.

But much of it applies – attire, attitude, training, marketing, sales basics – so much that you may want to read and re-read this, because it covers the fundamentals – the basics of success – quite well. But you can decide that for yourself!

Near the end of the attached article, there is a phrase yours truly typed 25 years ago. Doing what is needed. Doing the things needed is the only pathway to success.

No one will hand it to you. Everyone has to earn it in some form or fashion! Do what is needed, whatever that 'thing' is. It will pave the way to your future. ##

Download the article

Increasing Sales in a Down Market –
Mobile/Manufactured Home Merchandiser, November 1988 – by L. A. Kovach.

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 815-270-0500 |

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

Buying Time

November 3rd, 2012 No comments

Whenever a business person hires or contracts out a job, they are buying timing. They may not look at it quite that way, but that is the reality. If you own or manage a business which has other people, you know what this means or will feel the light bulb going off over head as you read.

Buying time wisely is one of the keys to success in factory-built housing.

Buying Time Wisely

I've seen even successful companies do some rather odd things when it comes to buying time wisely. For example, what about those operations that hire one or more full time person(s) to do what ought to be a temporary job?

It is often less expensive and more cost effective to contract certain work out. For example, a mom and pop operation that retails homes likely contracts out the move, foundation, installation and utility hookups. That is a wise purchase of contracted time. Until you hit a certain volume of deliveries and installations consistently, it makes no sense to have your own crew.

  • But what about certain management or specialized functions?
  • What about marketing, advertising, web, social media?
  • Can a modest sized operation afford to have a sales trainer on staff?

These and other functions may be best suited for contracted services.

When it comes to leveraging time, think Social Media – Facebook, LinkedIn, Pinterest, Google Plus, etc – and your Website as some of the key ways to maximize time leveraging.

Once you've built the right website for your needs, that becomes your 24/7/365 spokesperson! It delivers the same message with precision! Investing in the right social media and Internet marketing pays off in multiple ways. You invest up front, but it pays off for years to come.

Spending Time Wisely

Finally, for yourself and your team, you want them to invest time wisely. A common example of wasted time is sadly in sales. You would not be alone if you have a sales professional who spends only 10-15% of her or his time actually selling. They may spend as much time surfing the web or playing solitaire on the computer than they do trying to make you another sale.

So how do you get the most from your time and that of your team?

Good industry trade media – think MHProNews.com – is a priceless resource to many companies large and small, because we provide relevant content for rank and file team members as well as management. Get your associates reading 15 minutes minimum daily!

Professionals and athletes practice and drill in every field. Ours should be no different.

Because we archive stories, you won't run out of worthwhile reading. Anyone can go back for years and read timeless articles on marketing, sales or management, communities, retail, legal, finance, inspirational or other industry relevant topics. Just use the top menu on the home page to explore and navigate all the information you can access freely.

Where to start?

If you want to contract out certain work, but don't know where to start, send us a message or give us a call. Before you waste any more time or money, think of us when you need web, social media, training or other professional needs. Our services are confidential, unless we mutually agree otherwise. If we don't do the type of work you need, we always try to point you in a worthwhile direction to find what fits.

One call or email can start it all. Remember, its about time. Buying time wisely is like buying more money. Yes, you can. ##

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

other new stories and 'Purely Political' cartoons at MHLivingNews.com too.

l-a--tony-kovachL. A. "Tony" Kovach

MHLivingNews.com=Re-Discovering and Spotlighting the MHLifeStyle

MHProNews.comMHMSM.com = Industry News, Tips and Views Pros can Use

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

Office –815-270-0500

latonyk@gmail.com or tony@mhmsm.com

LATonyKovach.com

http://www.linkedin.com/in/latonykovach= connect with me on Linkedin.

http://pinterest.com/latonyk/manufactured-home-lifestyle/

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

Sample SEO Strategies for Creative Manufactured Home Marketers

September 22nd, 2012 No comments

Search Engine Optimization – or SEO – is one of the many keys to success online. SEO strategies are ever evolving, so it is important to keep up with the latest trends, because what works today could be history tomorrow. If you sell a big ticket item, think about this fact. When you sell just one more home, you are likely getting YEARS of ROI all at once for that effort.

When you can sell an extra home, two or three monthly, it quickly becomes a no-brainer.

What if you aren't technical or web savvy? Because of the high ROI, the math can be in your favor when you either insource this marketing task, or outsource – onshore! – marketing by partnering with a firm like ours that knows the manufactured housing business.

We are going to show you two examples of how in a matter of a few months, a website can go from launching – meaning, last place – to page one on Google. This can be done in a variety of ways. We will show you two in the examples that follow.

The images below are screen captures, using a utility to create the text and arrows. But the results are exactly as shown below for the dates and times shown.

We currently have 3 URLs – web addresses – that all redirect to a single website.

We chose these keywords for some very specific purposes. For example, imagine someone who may want to retire in FL, AZ or south Texas. They may do a search like “manufactured home living FL.”

seo-strategies-cutting-edge-blog-manufactured-home-marketing-sales-management-mhpronews.com-_001

It may be hard to get to page 1 by using “manufactured home” or “mobile home” alone. But by using a keyword set that is underused but still makes sense – such as manufactured home living – you get that nudge in positioning that you see above.

Another strategy to consider is to team your site with a topic that may not directly relate to your core business. But it may be something that you enjoy. The subjects are limitless: politics, religion, recreation, sports, shopping, you name it! Now is there some 'risk' to turning off an audience in favor of another? Yes. So you have to weigh the pros and cons of that 'risk.'

But what if the benefits of that strategy outweighs the risks?

See the example below.

seo-strategies-manufactured-home-living-news-purely-political-cartoon-keyword-search-mhpronews.com-cutting-edge-blog-

 

We took that “risk” by using MHLivingNews.com (remember, the same website as shown above) as a platform for posting a new series we named “Purely Political Cartoons.”

Guess what? Political cartoons are popular. Some will do a keyword search for purely “political cartoons,” they don't care or aren't searching for any other kind of cartoons.

The result? As you can see above, we are now #1 and #2 on Google for that keyword combo! Townhall – a popular conservative political site – is #5 on the search, as you can see above.

MHProNews.com – which also uses MHMarketingSalesManagement.com and MHMSM.com as urls – has become #3 for this keyword search, by posting the start of a cartoon and linking it to the rest of that cartoon.

See the example of this strategy below.

ending-unemployment1-purely-political-cartoon-mhlivingnews.com- (1)

This cartoon we called Ending Unemployment.
Click the link above to see the rest of this 4 panel cartoon.

For those of you who want to learn more about this web marketing strategy, or who want to do a site update or build a new site, please click this link or send me an email with the words like WEB & SEO in the subject line.

MHLivingNews.com is becoming the de facto image building platform for the manufactured housing industry at large. We are starting the process of 'teaming up' with retailers and others to advertise, share links and do other strategies that result in profit making win-win victories for all involved.

Do it in house, Do it Yourself or Outsource the Job

Some like to 'do it yourself,' so we share articles like these that can spark ideas for those do it yourselfers.

Others want to hear live presentations on subject like marketing, which we do at association events like the upcoming Iowa Manufactured Housing Association annual meeting, or at major trade shows such as the Louisville Manufactured Housing Show and the Tunica Manufactured Housing Show.

But for those who know that time is money, and that hiring a pro can save you time and make you money, dare to compare what you can gain by 'teaming up' with us as your web or marketing service provider. 1 sale may pay for months or years of service. When you get an extra 1 or 2 or 3 more sales monthly, it rapidly goes to the 'no brainer' category.

Smarter SEO, Web and other Marketing Methods can make all the difference. Be creative, measure the results and have fun while you make more money. ##

l-a--tony-kovachL. A. "Tony" Kovach
MHLivingNews.com=Re-Discovering and Spotlighting the MHLifeStyle
MHProNews.comMHMSM.com = Industry News, Tips and Views Pros can Use

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

Office –815-270-0500
latonyk@gmail.com or tony@mhmsm.com
LATonyKovach.com
http://www.linkedin.com/in/latonykovach= connect with me on Linkedin.

http://pinterest.com/latonyk/manufactured-home-lifestyle/

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