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Trending – White Board Video Marketing, Manufactured Housing and You

August 15th, 2016 No comments

When something new pops up on the horizon, that isn’t always a signal that a professional should automatically jump on the bandwagon.

Once something is taking root, then it makes more sense to jump in.  For example, being on Facebook 10 years ago wasn’t as important as it became 5 years ago, or how much more important it is for marketing today.

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A still from one of the two white board videos shown below on this page. As you watch those two videos, imagine how they might be applied for you and your business. Then, give us a call or shoot us an email, and we’ll set up a time to discuss it.

That point made, I’m not ready to say that White-Board Videos are a must have, today.  They aren’t a good fit for everyone, today.  But they do offer a number of cool features at a very modest cost. So for those that it would be a good fit, today is a good day to get that ball rolling.

We see value for many, but not all, current or potential new clients of the marketing side of our operation. As you look at this two short videos (both together, less than a minute!), think about the kind of messages YOU might want to convey about YOUR business, product and services.

Rather than describe them, we’ll share our first two Whiteboard videos with you on this page.  Think of these whiteboard videos as a light-hearted, fast paced way to tell key parts of your story in a short period of time in an engaging way.

As an FYI, these whiteboard videos can be longer, of course. We opted to make them very short, to demonstrate their ability to convey quite a few facts in a short period of time.

For those B2B or B2C outreaches, keep us in mind.  We know MH, we’ve worked the front lines of retail, community, with lenders, builders and others who specialize in the industry. We don’t know it all, but because we have the fundamental grasp and total belief in the business, we’re miles ahead of bringing in an outsider who doesn’t know MH at all, or who thinks about modern manufactured homes as “mobile homes” or (shudder, worse yet…) ‘trailers.”

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From this Inspiration blog post, linked here.

We’re number 1 in our space because of understanding and staying in touch with what is happening for MHPros like you.  We don’t just report the news, we help make good news for operations like yours (see a yet another recent success story in MH example, linked here).

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L A ‘Tony’ Kovach has become one of the most widely recognized experts in MH marketing, sales and publishing.

By L. A. ‘Tony’ Kovach

#1 Publishing | Video Production | Marketing | Websites | Sales Recruiting/Training | Consulting | MH Industry Expert | LinkedIn
Ph. 863-213-4090.

MH Growth Depends on 2 Things

October 19th, 2015 No comments

Let’s over-simplify and state the obvious. MH growth depends on 2 things:

1) enhanced performance by any given professional; and

2) greater acceptance, interest and demand for MH by the home buying public.

Both of those 2 have what we could call education in common.  Each of those can be done on the personal, location, state, regional or national levels.

No attorney, MD, accountant, teacher or almost any profession you can name gets educated once, and then receives no more training or education. Why should anyone in MH think our industry is different, when mechanics, tradesmen and others need routine added training?

RVs sell for more per square foot than MH. They have a much smaller target audience than MH. So why are they outselling MH now by some 5 to 1? 

Key reasons include: more training, public promotion (marketing, PR, trade media, etc.), resources, allocation and image building. 

By the way, we could clearly list other things needed by MH, such as: builders, lenders, service, suppliers, brokers, consultants, insurance, executives, etc.. The focus on these two in no way diminishes the need for numerous others.

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David Mackenzie Ogilvy CBE was an advertising executive who was widely hailed as “The Father of Advertising.” In 1962, Time called him “the most sought-after wizard in today’s advertising industry.” Wikipedia.

7 David Ogilvy’s Quotes (The Father of Advertising)

  • The consumer isn’t a moron. She is your wife. (from Google…)
  • Good copy can’t be written with tongue in cheek, written just for a living. You’ve got to believe in the product.
  • It is flagrantly dishonest for an advertising agent to urge consumers to buy a product which he would not allow his own wife to buy.
  • Never stop testing, and your advertising will never stop improving.
  • There are very few men of genius in advertising agencies. But we need all we can find. Almost without exception they are disagreeable. Don’t destroy them. They lay golden eggs.
  • Much of the messy advertising you see on television today is the product of committees. Committees can criticize advertisements, but they should never be allowed to create them.
  • There is no need for advertisements to look like advertisements. If you make them look like editorial pages, you will attract about 50 per cent more readers. (from QuotationOf…).
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Photo credit – Wikipedia. Graphic text – Cutting Edge Blog, MHProNews.com-

Each of the 7 above are part of what we do daily on MHLivingNews.com and in our custom MH Marketing/Sales Training Programs.

‘MHs are Not RVs…’

Duh! Of course not. We aren’t automotive, but there are many takeaways from the auto-industry possible too.

The analogies and insights between MH and RVs are useful, in part because of the common history. RVs made their move in the 90s to promote themselves and their industry, to avoid their routine downturns due to fluctuations in fuel prices and other economic factors. Its worked for RVs. MH has talked about it off and on for roughly 40 years. And talked, and talked…

…until MHLivingNews.com was born about 2½ years ago. Its been mostly the past year or so that the focus on Inside MH Road Show videos, interviews and pro-MH articles, etc. has taken root.

  • Who better to tell the MH story than those who live in manufactured homes, and love them?
  • Who better to tell the MH story than experts and officials from in-or-out of the industry that respects and understands the construction, safety and value?
  • It’s smart to have a growing collection of appealing video and factory tours that tout the MH advantages, while dispeling myths and outdated facts in the process!  As the videos and articles collection grows, you end up with stories told that connect many times with each of the 4 prime personality types. Stories often stick with people better than an ad tends to do.
  • Visitors keep coming and the numbers are good! Retailers and communities are reporting closed sales as a result.

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MH Builders, Communities and long time MH Retailers – think about this…

No one has to explain what an apartment, condo, duplex or a house is – most looking for them, know what they are. They know they ‘want’ what they are looking for with those housing options. The same is true for products in automotive, RVs, computers, hand-held devices, etc..

MH is unique, in part because it is so widely misunderstood. MH pros as a rule don’t attract the same qualified buyers you see shopping for RVs. We need a different approach than others do.

You may want to attract people to your retail center, community or to have them consider your homes. One has to get past that image issue, just to be considered! You may be investing big bucks in an MHC or other location/operation, and are wondering…why aren’t I attracting a better clientele?

That’s the image issue, but image and training are opportunities in disguise.  They are a vital compliment to all of your other investments in your business.

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I know of no other MH marketing and training operation that has proposed – much less already has! – a comprehensive approach to attract, market and sell manufactured and modular homes to more cash and credit worthy ‘site built’ style customers. We are it. There are fine firms out there doing this or that, but who else in MH has put together a total package program?

Do you even know of a factory that has created an effective, total program to attract, market and sell to the more upscale residential housing customers; to have them truly shop, consider and then buy MH? Sure, lots of marketing is going on.  But a truly comprehensive program that brings in the more qualified buyers?

To achieve solid growth, that has to change. We’re changing that day-by-day with our clients, one location at a time. That’s the wise path ahead.

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There are two things needed to grow sales and bottom line results.

1) Improved professionalism (sustained training) and

2) enhanced marketing (education/image building that attracts more upscale customers.)

We’ll be exploring that here on the Cutting Edge blog more in the days ahead.

For those who need a

  • new or updated website,
  • marketing,
  • videos,
  • sales recruiting,
  • sales training,
  • consultant,
  • event speaker in MH,

talk to us and compare.

When you use our services, you’re supporting this platform and MHLivingNews.com.  Both benefit your MH Industry.

The rising tide lifts all boats, but especially those that travel the savvy short cuts like the Panama or Suez Canal. Call and/or email.  ##

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Photos from NY Housing Association annual meeting. Tony and team will be at the 2016 Tunica MH Show, among other upcoming events. Tony has recieved over 1000 LinkedIn endorsements and recommendations.

L. 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 | latonyk@gmail.com |

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.

MH Habit Forming!

July 29th, 2015 No comments

Perhaps you know the maxim, “First, you form your habits. Then your habits form you.”

Whatever your profession, good habit formation – meaning good work disciplines – are a key to success. So why is it that so few in MH invest in training and team development?  Why do so few see the need for ongoing training?

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Training ought to be FORMAL, in the sense of a planned approach tailored to your location and team.  But for those who truly have no budget for training, let me suggest the following no cost solutions.

Business_as_Usual_Dead_End_Flckr_Creative_Commons_opensourceway posted on MHMSM.com and MHProNews.com

Business_as_Usual_Dead_End_Flckr_Creative_Commons_opensourceway posted on MHMSM.com and MHProNews.com

15minutesdaily-cuttingedgemarketingsalesmanagementblog-mhpronews-com- > Require every team member to spend no less than 15 minutes a day watching videos on MHLivingNews.com.

> After 30 days, then have them add 15 minutes a day on MHProNews.com (at that point, its 30 minutes daily total).

 

Monitor and at the end of at the end of every 90 days, watch the growth in understanding, improved attitudes and bottom line results.

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Every good profession or business has formal training.

An HH Gregg team member told me their management calculated that their typical team member gets 300 hours a year in formal training. They’ve been growing.  See the connection?

The best option is to invest in the right marketing and training.  If you don’t have the budget to do that, do the 2 steps above and stick with it!

Ignorance costs. Knowledge pays. Form the habit, and it will form – and reward – you and your business. ##

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Soheyla Kovach, Left. Tamas (pronounced Tah Mash) center, and L. A. “Tony” Kovach, right. Photo credit 83 DegreesMedia and Julie Branaman. We thank 83Degress for their kind thoughts.  See their write up, linked here.

By L. A. “Tony” Kovach.