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Posts Tagged ‘louisville manufactured housing show’

Sell More Customers by Opening Eyes and Opening Minds

February 12th, 2017 No comments

Sometimes I must remind myself there are times when less is more.  But there are also times when the details are crucial.

Knowing when ‘less is more,’ and when ‘the details will matter’ to a prospective client – those are critical issues.

SellMoreCustomersbyOpeningEyesandOpeningMinds

Several of our clients stopped by our display at the Louisville Manufactured Housing Show to give us in-person updates on their results, but another, had follow up questions.  Some clients were glowing — and in each case, they were the ones who were implementing the strategies they’re being coached on.

SIB-KIS_-_AIM_HighMHProNewsOne was happy, but not glowing.  That one had questions.

I reviewed some of what we had done and discussed previously.  I made a specific statement.

Suddenly, his eyes lit up.

At the end of the conversation, he said ‘Tony, maybe the most important thing I’ve heard during this whole trip to Louisville is what you just told me.  “If pretty pictures, and nice videos was all that was needed to sell more homes, our industry would be selling 500,000 homes a year, not 80,000.”’ (Note: that’s paraphrasing, I didn’t memorize it, so this isn’t word for word, but it’s close.)

After that conversation, when he got home, that client sent me another check.

To understand how to sell the better qualified cash or good credit buyer, you first have to do what the Native American saying recommends.  You have to walk a mile in the home buyer’s moccasins. You have to understand their perspective, because it’s their point of view that will cause them to buy, or not.

Fear of Loss, Desire for Gain

Among the motivators for humans is the fear of loss, and the desire for gain.

We humans don’t want to make a mistake (fear of loss).  We do want to progress (the desire for gain).

Duh! Marketing and Selling Systems MUST work TOGETHER

Marketing and Sales Systems MUST work in concert, or you will not achieve your goals of selling more cash or good credit qualified customers.

Think about this fact.  For every manufactured home sold, there are 99+ conventional housing units (new construction or existing homes) sold last year.

Among new construction – or existing housing buyers – most could easily buy a new upscale, residential style manufactured home.  You and we as professionals know the incredible value of our factory-crafted homes.

So, with well over 6 million housing units changing hands each year – counting new construction and existing house sales – where is the disconnect with millions of prospects?

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I was speaking with a colleague and client at MHVillage.  They have impressive website statistics.  The 20+ million visitors on their website a year. 20+ million!  But now ask yourself this question that I asked my friend. If there are so many visitors considering a mobile or manufactured home, why are so few buying new manufactured homes?

Good question…’ right?

Do the Math, and Open YOUR Eyes

80,000+ new homes sold/20 Million visitors to MHVillage alone – remember there are millions of other visits to millions of other websites = so, only about 0.004% of visitors shopping last year bought a new manufactured home. Less than 1%…

Ouch, but odds are, your website is not better than theirs at conversion ratios.

And certainly, you want to be in front of those MHVillage home shoppers.

This question of conversion ratios isn’t just a question for MHVillage, it’s a question for every:

  • Manufacturer
  • Retailer
  • Communities
  • Lenders
  • Suppliers
  • Installer/Transporter
  • Service Provider
  • Association

Yes, the attorney or CPA that serve our industry ought to care about those conversion ratios. Every factory worker who wants more job security, or who wants to see his friend hired at the plant, should care. Everyone involved in manufactured homes and affordable housing has a stake in seeing those tiny numbers, rise.

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Image is only part of our industry’s “tooth ache.”

The industry has a historic opportunity in 2017. We could be selling more homes than at any time since the mobile home era. Logistics, and your willingness to adapt, change and invest in your own operation is the only things holding you back.

You should care about is YOUR operation, YOUR location.  Take care of your location(s), and you’ll be doing your part to raise the industry’s total numbers.

Pieces of the Marketing Puzzle

So, it isn’t just one piece of the puzzle that will get you there for the vast majority of buyers.

There’s a range of things every home shopper is doing and cares about. Until they check off enough boxes, they won’t buy from you, period.

One more example.  Reputation management is HUGE with buyers.  We don’t do that, but Wayne Coakley at Grenade Marketing does.

Media, Public Relations, and YOU

At the upcoming Tunica Manufactured Housing Show, we will be doing a special seminar on Engaging the Media. Good media is a useful part of the marketing/sales puzzle.

Getting useful, third party media isn’t a snap of the finger, or everyone would be doing it.  But it is doable, and easier than you may think.  For most of our clients, the top end potential is limited only by logistics.  There is that much more business in your market. One client reported over 400% growth, and they’re growing even more this year than last.

LATonyKovachStandingRoomOnlySeminarsMarch28th2017TunicaManufacturedHousingShow

Please plan on attending the March 28th, Engaging the Media presentation – That’s Tuesday afternoon.  The latest Tunica Manufactured Housing Show update is here. Watch for updates.

Remember.  There’s a sea of customers looking for what your retail, community, development, or production center offers.

We as an industry are getting less than 1% of the housing pie.  Odds are you’re doing similar to the industry.

That means you could easily triple or quadruple your sales – just by learning how to attract those better cash and good credit customers.

Come to our seminar, and stop by our display booth at the Tunica Show for a conversation.  Odds are excellent you’ll be glad you did.

Fear of Loss, and the Desire for Gain.  Your prospective customers feel it, you should too. ##

(Image credits, MHProNews or MHLivingNews.)

LATonyKovachPresentingIndustryMembers-MHProNews

Submitted by L. A. ‘Tony” Kovach, connect with me on LinkedIn, see my profile, here.

 

 

Manufactured Housing and IGA’s Success Lesson

October 25th, 2014 No comments

Imagine America during the Great Depression. There was virtually no federal social safety net then!

Great-depression-credit-common-wikipedia-posted-on-mhpronews-comWhile there has been suffering in the U.S. in what many call our recent "Great Recession" which began circa 2008, let's be honest. The great Depression days were far worse.

This pair of photos from WikiCommons might help someone not familiar with the Great Depression begin to understand how tough it was then, versus now.

Soup lines, rough housing, jobs were hard to find and low paying.

It was in this sad economic environment – far more challenging than what we've had since 2008 – that IGA was formed. Let's see what lessons for manufactured housing professionals in organizations of any and all sizes the IGA story may hold.

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Wikipedia states the following about IGA, which is short for Independent Grocers Alliance.

iga-logo-posted-on-mhpronews-com"IGA is a brand of grocery stores active in more than 30 countries. Contrasting with the chain store business model, IGA operates as a franchise through stores that are owned separately from the brand. Many of these stores operate in small town markets and belong to families that manage them. It was founded in the United States as the Independent Grocers Alliance. The headquarters are in Chicago, Illinois."

"IGA was started in May 1926 when a group of 100 independent retailers in Poughkeepsie, New York, and Sharon, Connecticut, led by J. Frank Grimes, organized themselves into a single marketing system. This group quickly expanded, and by the end of the year there were more than 150 IGA retailers. In 1930 there were over 8,000 grocery stores using the IGA name. The company uses the "Hometown Proud Supermarkets" slogan. Today, many IGA grocery stores are still located in smaller cities and towns throughout the United States."

IGA is not the powerhouse today that it once was, for a variety of reasons. But for decades, IGA grew rapidly and often dominated the landscape in the huge grocery business. It provided marketing, savings and other benefits to its associated grocers, so it paid to be a member of IGA.

In manufactured housing today, there are several 'buyers groups' that offer its members specific advantages, including lower costs on homes through volume rebates and/or other discounts.

We also have state and national associations, which offer a different range of benefits that include networking, educational and political lobbying.

What we don't have – yet – is a similar, formal alliance for MH akin to what IGA was for grocers. Thanks to the Internet and modern technology, that can now rapidly change in a way that would benefit all involved.

How can this model be applied to the manufactured housing Industry successfully today?

MHRetailers, MHCommunities, MH Associations, factories and service providers – Come to the Louisville Show in 2015 and see!the-road-to-success-mhpronews-louisville-manufactured-home-show-january21-23-2015

Your operation may be soaring, struggling or somewhere in between. You may be starting up in business, or ready to wide down.

Whatever your status, your business is worth more – duh! – when it is profiting more.

Learn how the successful IGA model can be applied to Manufactured and Modular Home sales at the 2015 Louisville Manufactured Housing Show. Yours truly will show you how we can grow your business and others, the smart way.

As an MH retailer, community or builder/developer, odds are excellent you can enter the show free.

Please see the Louisville show website for details and to pre-register free. Some 2,500 industry pros came to Louisville in 2014, far more than any other industry event! There are good reasons the crowd keeps growing. We hope you will come and see why the Road to Success starts in Louisville. Free pre-registration link is here. ##

(Great Depression Image Credits: WikiCommons)

l.a.tony_.kovach-publisher-manufacturedhomelivingnews-com-mhpronews-com-mhc-md-com-1by L. A. 'Tony' Kovach

Can Learning to Dance Increase Manufactured Housing Sales?

October 15th, 2014 No comments

Short answer to the headline question, yes! With your attention and curiosity clearly up, let's tell you exactly what this metaphor means in practical terms when selling manufactured homes.

dancing-lessons-wikicommons-posted-cutting-edge-blog-manufactured-housing-mhpro-news-com-Many people look at sales training as a way of manipulating a customer. If that is what the trainer, the owner or sales person thinks, then odds are good the training won't produce a long term positive result. What will? Learn “Dancing!”

True sales training of a big ticket sales item, such as manufactured homes, is about learning to dance the right way with your prospect.

Don't step on my toes!”

Other than mom or dad teaching their tyke how to dance, almost no one wants their toes stepped on when dancing.

A good sales professional learns how to move WITH their customer, learns the customer's rythms and movements. Then, they can 'guide' a customer – or be guided by them – in a fashion that works for both the seller and buyer.

You learn how NOT to step on your customer's toes! Good selling is like a good dance.

We'll touch on this topic and others that we use in our free manufactured home marketing and sales training at the Louisville Manufactured Housing show in 2015, hope you will be there. Only those who want to grow their results should come! ##

latonykovach-com-brushed-cutting-edge-marketing-sales-blog-mhpronews-com75x75-By L. A. “Tony” Kovach

How do you get found online?

September 17th, 2014 No comments

"Build it and they will come," worked in a movie, but what works in Hollywood is not always true in the real world.

There are more billionaires (2,325) than at any time in global history. There are also more websites than at any time since the Internet began, those facts are no surprise. What is a surprise is that there are now over a billion websites on line! The reason this is important, is how do you get found in that immense pile of choices consumers now face?

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Depending on the study you look at, somewhere between 90-94% (+/-) of all home hunters are doing housing hunting online. The use of smartphones and tablets has also changed the search engine and web-world in just a few short years. You can pay for TV ads with your website, or take out display ads like larger companies do as ways of getting your website found. You can set up a budget for a service like Google ad words. All of these are different ways to 'buy' traffic and increase your website's visibility.

If you do those, great, you likely have a decent budget for marketing! But let me suggest that what you absolutely need regardless or budget is a "hyper-local strategy."

There are basic elements to a hyper-local strategy. If you are updating a website or are planning for a new one, then make sure that hyper local and mobile web friendly are part of your mix in the site's design. Make sure you ask for a user-friendly content management systems (CMS), have auto response and CRM (customer relationship management) capabilities.

We will plan to offer a free seminar at the 2015 Louisville Show on hyper-local marketing, mobile web, CMS and SEO (search engine optimization) strategies. Bring your note-pads and bring your tech-savvy colleagues! The road to success in 2015 passes through the Louisville Manufactured Housing Show.

louisville-manufactured-home-show-2015-the-road-to-business-and-professional-success-AAA

5 Reasons for MHPros to Attend the 2015 Louisville Manufactured Housing Show  

If you can't wait until Louisville, please click on my name linked below, and call or email me. Otherwise, do what thousands did last year, brave whatever the weatherman can throw at us, and come to Louisville! I hope to see you there.

Remember, with a billion websites out there, you have to plan and execute for success. ##

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

Dare to Compare! Banner Ads vs. TV or other Media

May 9th, 2014 No comments

Last year, Ben Kunz – Vice-President of strategic planning at media agency Mediassociates penned a column in Digiday called, “In Defense of Banner Ads.” Kunz opened with a pithy set of points:

If you believe banners suck, you’re not alone. The poor things are so disparaged that the entire digital industry has repositioned them as display advertising to wipe off the banner stigma.

But the truth is, banner ads work just as well as most other forms of media, which is remarkable given their small size, surrounding clutter and creative limitations.”

In fact, some of Kunz's findings make banner ad results better than most other forms of media, and of course, can be more targeted and thus at a far lower cost.

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Compare to TV

“Nielsen, the typical U.S. consumer is exposed to 4 hours and 38 minutes of TV a day, about 40 percent of which is commercial time.” Kunz points out that with that giant screen, the response rate is still only .05% for TV. The average consumer sees about 6,600 commercials monthly.

Compare to Radio

The typical adult in the U.S. listens to 1 hour and 23 minutes of radio daily, 2,500 minutes a month, and at 15% of radio being commercials, that's 750 thirty second spots a month. Results?

.013 percent.

No wonder they repeat those toll-free phone numbers, over and over, and over…

Compare to Billboards

Kunz used NY Suburbs in his example, here are his numbers: “…$320,000 for 26 large 14-by-48-foot billboards (for a 50 GRP level). That provides 28.2 million impressions a month.” Response rate? 0.03%.

And Banner Ads?

Kunz states that Facebook ads were running .03%, and that the Direct Marketing Association and Google uses a range from .03% to .09%, with .07% being tossed about as 'typical' by others.

The bottom line is that banner ads would meet or beat TV, radio and billboards.

In an operation such as MHProNews.com, there would be no way to cover the nation with as many manufactured housing industry professionals other media for anything like the low cost of our banner ads.

So while all reports suggest that CTRs (Click Through Rates) stabilized at a lower level than they were some years back, they still compete very well with other forms of media, so sayeth Ben Kuntz!

DC Marketing Pro

Brooke Jordan in DC Marketing Pro, gave her 5 reasons for using banner ads.

1) “…Regardless of measured click-through rates, banner ads still create a favorable attitude toward the ad due to repeated exposure.” (Journal of Consumer Research)

2) Research shows that consumers engage with banner ads more than TV or outdoor ads.  Banner ad CTRs average at 0.07% (Digiday).  TV response rate is 0.05%, according to Nielsen. Outdoor has a 0.03% response rate (Digiday). Radio, which lacks the visual component of the other three media, has a response rate of 0.13% according to Arbitron.”

3.) “Banner ads have the ability to hyper-target by age, lifestyle, and geography better than most other mediums.  Maybe that’s why eMarketer projects the top five sellers of display advertising to generate $18.6 billion in the U.S. alone in 2013, a 20 percent increase from 2011…” 

4) “Video and display advertising are effective at driving a significant lift in site visitation and SEO, even in the face of minimal clicks on ads. (comScore)”

For me – and for most of you – the real hitter was Brooke's point number 5!

5) “It’s all about ROI.  Marketers continue to pour billions into banner ads due the sheer scale and efficiency.  Low CPMs, compared to other media, mean that marketers can afford a high volume of impressions at a relatively low cost.  When you combine the business generated directly by clicks with the “collateral damage” that occurs beyond the click, most advertisers find the investment is worth it.” (Bold emphasis added).

In yet another study, Smartinsights claims CTR rates are around 1 per 1000 impressions.

When Jordan was talking about the “collateral damage,” she is using that as a humorous, positive euphemism for “impressions.” An impression is defined by Wikipedia as:

“An impression (in the context of online advertising) is a measure of the number of times an ad is seen, whether it is clicked on or not. Each time an ad displays it is counted as one impression.”

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In a recent 90 day campaign for a client, we generated over 1.5 million impressions and some 900 click throughs. More important to the client, they grew their outcomes by 14.7%, which made it a good investment.

The exact record of their campaign results: 1,566,675 impressions and 946 click throughs.

A longer term client, the MMHF working with Show Ways Unlimited and the Louisville Manufactured Housing Show, gave us a historic performance track record and testimonial, linked here.

Impression Gold?

Ad-Mays in a report on impression-based advertising stated the following:

  • 52% of Internet users actively respond to banner ads.
  • While 31% of users click on the ad immediately, a large percentage conduct searches for the brand or product, visit the company’s website, or respond through social media. This can be termed “the Silent Click.” 
  • The Online Publishers Association found that after viewing a display ad there was a 50% increase in brand name searches after one week, users spent an average of 12 minutes longer viewing the website, spent 10% more money and higher income audiences were attracted.

The bottom line? Banner ads work and both CTRs and impressions deliver great value. This is why the market is booming!

Looking for a great way to reach the business to business (B2B) market for manufactured housing? Based upon the both external and internal studies, you'd be hard pressed to find a better value that the banner ads, impressions and related campaigns we can create for clients on MHProNews.com. ##

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