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Posts Tagged ‘management’

Someone’s Floor is someone else’s Ceiling…

February 20th, 2013 No comments

An article was emailed to me that caught my eye. In sharing this, let me tee it up by confessing that one of my favorite writer's is Nadeen Green, the attorney who writes for us and uses the moniker, “The Fair Housing Lady.” As the moniker implies, her specialty is Fair Housing Law, but she makes a dry legal subject lively with stories, interesting spins on a topic, humor and much, much more. Nadeen writes for the apartment industry (example below, ForRent) too, and a headline to one of her articles served as a reminder to me that our Industry ought to be drumming early and often with a key target market.

In training sessions with our clients, we talk about the fact that 'you don't share a wall, ceiling or floor' with a manufactured home. Technically, with MODs or even with HUD Code manufactured homes, you can build multi-family housing. But retailers and manufactured home communities are busier selling to the public at large vs. to developers. So it is a safe bet that most of the retail clients are going to be single family housing customers.

With apartments at or near capacity and with many markets experiencing rising rental rates, the timing is very good to market to those apartment dwellers!

  • Make a check list of all the factors that yield a favorable comparison between us and the apartment housing option.
  • Compare notes with your team members.
  • Then, boil those down to high impact power phrases!

In marketing and in sales, always do a 360 degree look. See things from:

  • Your target market's perspective. That includes the other options they may have. In this case, apartments.
  • Your company's perspective. Owners and team members have similar, but also different perspectives.
  • Your perspective. If you think through the above carefully, you can craft a plan that fits for others and will reward you in the process. That is how you get to 'yes,' that is how you get to 'win-win.'

In closing this column for today, let's mention that be it Nadeen Green, or any of our other authors, you can go to the home page and use the search tool at the top right to find more columns. Or you can jump to our search page. If you really want to be 'high tech,' open up a Google tab (or your favorite search engine) and type in

MHPronews.com + "Nadeen Green"

or any other author's name in the quotes, example “Tim Connor” and you'll see a string of very focused results.

We hope to see you in Tunica for our free marketing and sales “how to” workshop: Attracting More Customers With Cash or Good Credit. The techniques we use – when properly applied – will drive new business to retailers, communities, developers and those who serve them. We will also be in Booth 9 in the Hallway, right next to the business building seminar room. That's it for today! ##

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

other new stories 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

www.MHC-MD.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

Can you legally and morally earn money from the sale of a competitors home?

January 2nd, 2013 No comments

Short answer, yes you can!

This isn't hypothetical, it is real and it is happening right now today. You can learn how to do it too, if you are heading to the event described below.

Every day Realtors earn a commission by selling a home they do not own. Everyone in a closed deal routinely walks away happy. Now MH Pros can do that too!  Not someday, today.  It will be my pleasure to introduce Dan Rinzema at a FREE seminar at the Louisville Show as he explains this system that MH Pros are already profiting from.

This is one of many profit building events at the Money Tree Seminars taking place at Louisville on Wed Jan 23rd.  This will be The First Time this presentation is being made. Will your competitors be there? Odds are good some will be, you should be too, so don't miss it!

No kidding, this one seminar could be worth the entire trip for those looking to grow their business, profits and sales.  'Game changer' is tossed about loosely by many these days, but if you are in the room, you will see why the Money Tree seminar team wanted Dan to present on this option.

This no brainer option could be the next big boost for pros like you and the manufactured housing industry in general.

What do you need to sell more homes? Answer: The Best Third Party Financing

The TOP manufactured home lenders in the U.S. will share the stage to give you a rapid-fire look at their latest programs to help you sell more homes!  This presentation was standing room only in 2012. You and your peers will want to come again to see the 'legally compliant' programs in the post Dodd-Frank/CFPB's regulations being issued in January 2013.  

Lender's programs are ever changing. This is the first major presentation in the country in 2013. As finance pro Dick Ernst has said, 'there is plenty of capacity' for our industry's lenders to make more loans. Learn how to tap all those lending opportunities so you can profit more in 2013. Don't miss it!

Ask the Experts

We tested this panel out in Iowa in November, and it was a big hit with the community owner/operators and retailers who experienced it! Don't just take my word for it, ask Joe Kelly and the packed room of attendees at their 65th annual event.

Are you a Community owner? Do you have legal questions?  One of the nations top – high powered – attorney's – Rob Coldren of HK&C Law will be a headliner on this panel.

Rob Coldren and his firm are in the trenches daily on MHC issues, winning many of those battles you read about in our Daily Business News or in other publications, cable and broadcast stations.  Rob's presence alone would be worth the entire trip to Louisville!

Are you a retailer or community that sells or leases homes?  Do you have a location that is struggling for occupancy or sales? Do you have head aches that turn into wallet aches in your marketing or sales?  Do you have internet marketing needs or issues? Seasoned MH retailer (as in achieved the 'top 1% in the U.S. in MH Retail sales) and MHC-MD.com's very own L A 'Tony' Kovach will be on the panel to answer your questions.

Are you trying to manage your leads more effectively to close more sales?  Do you need to maximize your profits from sales you are already making?  Chad Carr will be on our panel to answer your questions on topics like this and more as part of our panel.

All of this is just the opening day! There is far more to see and do, don't miss a minute of it. Learn more about ALL of the Money Tree seminars, dates and times at this link. Download the brochure on that page and then look at page two of the brochure for more information.

Literally tons of reasons…

There are literally tons of SOLID reasons to make your travel plans NOW to come to the Louisville Show and stay for the run of the show.

When you have 39 homes – Mod and Manufactured Homes – on display, you will see the newest models, community series homes and also those proven to turn inventory into cash for pros like you.  I'd guesstimate there will be 1,157,000 pounds if new homes on display, or a whopping 585 tons of homes!

Many communities and retailers have learned that the time to buy and sell new homes is now. No better place to see dozens of the latest homes, all under one climate controlled roof.

New and True Products and Services

There will be some 80 exhibitors at the Louisville Show with products and services designed to:

A) Save You Money

B) Make You Money.

C) Protect Your Business

Do you see why we call it 'the Money Tree?!'

Your Connection for Business and Industry Growth

Let's consider a theoretical situation. What if you and your business were the ONLY business in the U.S. in factory built housing that was making a profit. OK, good for you, but in time, you would fail because there wouldn't be enough success out there to sustain the Industry.

The point is that you and your business is interconnected with the Industry. The ideal is for YOU to succeed and for OTHERS to succeed along with you. This is the wisdom of the 'rising tide raising all boats.'

If you are a retailer, you may not have thought about this, but your success is tied to the success of that manufactured home community down the road. Community owner/operators, if that retailer down the road is successful – even if neither of you have been doing business with each other – you indirectly benefit as well.

Association members tend to better understand and “get it” about this connection. Not only should you go to Louisville, but you should encourage your peers – and yes – your competitors to go. Circle back to the Imagine This! topic about profiting from your competitors sales. No better place than in Louisville for them to hear about it.

As Easy as 1, 2 and 3

1) We all have a stake in the success of the Industry and so should all want to make the outreach for new blood a re laity.

2) If you are a retailer, maybe you've wondered why MH Communities have weathered the storm better than so many retailers have?

3) If you want that banker or investor you know to better understand manufactured housing, there is a place to do that too.

Introduction to Manufactured Home Opportunities Day is!

See why the Clayton Family of Home Builders, CU Factory Built Lending, MHI, the NCC, HK&C Law and 21st Mortgage are among those who have seen value in this business building event. Please check it out and share the link.

Don't miss Louisville Show 2013. The Show is back, it will be bigger and better than 2012 when over 1,500 pros like you attended. Registrations are up over 2012! We will be at booth #115, in the seminars, walking homes and exhibits. We hope to see you there.

So whether you want to learn how to make more money

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

other new stories 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

www.MHC-MD.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

Seasonal Marketing Greetings!

December 19th, 2012 No comments

Do you do seasonal marketing for your factory-built home business? Most retail focused manufactured home operations remember to do 'tax time' promos. But do you also do promotions for Valentines, St. Patrick's, Mother's Day, Memorial Day, Father's Day, July 4th, Labor Day, Halloween, Thanksgiving, Christmas and others?

You should. There are good reasons why big retailers, home shopping networks and others use seasonal outreaches. Let's look at three:

  • One, it creates a built in sense of urgency that you didn't have to artificially create.
  • Two, it helps others relate to you and your offer on a different level than just your home, community or service.
  • Three, these celebrations are routinely 'feel good times,' so they can often pass along 'feel good' emotions to you for using them.

If you are a business to business instead of business to consumer,, should you still add a seasonal touch to your marketing messages? Short answer, why not?!

Try seasonal marketing. We do it with our clients, you should too.

That said, Merry Christmas to you and all those whom you love! ##

Image Credit: flickrcc keibi merry christmas angel

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

www.MHC-MD.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

Factoids

December 15th, 2012 No comments

We've looked at sales tips, motivators, Pinterest pages, blogging and infographics among the many tools you can use to advance manufactured housing. Today, lets look at factoids.

Factoids are brief statements of fact. When used in colored text backgrounds they can grab attention and make a visual (emotional) as well as logical impact.

The factoids above about almonds are an example used on a product package. You could use factoids to express high-impact info about your business, a community's features, your model homes, your financing plans…

…almost anything!

Influencers: Changing Minds

You can see an example of factoids on the page linked below.

LouisvilleManufacturedHousingShow.com/introduction-to-manufactured-home-opportunities-day/

Ever want to change the mind of an investor, conventional housing pro or a person of influence? By sharing the link above, you can help change minds, one at a time.

Can't beat them?

There are some old saying that you just have to "Turn it Around!" Instead of, "can't best them, join them" we need to say,

"Don't beat them, let's have them join us!"

– The Elk

By making a habit of sharing factoids or reaching out to change the minds of people of influence, you can make the acceptance – and profitability – of our Industry grow.

By adding one or two easy things to your activities a week, you can make an amazing impact over the course of the year. The alternative is to keep doing the same things, the same tired, old way and get the same result…nah, not so smart

Make the commitment now to improve yourself, your location and your company. ##

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

www.MHC-MD.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

MH Image Lessons

October 28th, 2012 No comments

The political campaign season is soon to wide down, but let's not miss some amazing image lessons we all should learn that could advance manufactured housing, our business or career. These lessons are literally worth tens or hundreds of billions to our industry, if we absorb and apply them.

While some of this may seem to be a political commentary at first blush, please look at the following dispassionately as it is useful recent analogy to see the priceless lessons to our industry. That the take away comes from this election campaign season is only a convenient analogy for us to use as a high profile example.

For months, the Obama Campaign tarred and feathered Mitt Romney through attack ads and stump speaches. They tried to paint Romney as a vulture capitalist who killed companies, was heartless, allowed a wife of a fired worker to die as a result, shipped jobs overseas with abandon, cared only for the rich, didn't care for the common person, etc, etc. Did it hurt Romney in the polls?

Yes, indeed it did.

In fact, it hurt so much that Republicans 40 days ago where beginning to panic. President Obama's lead in the polls was significant and growing in some key battleground states. Republicans were calling on Mitt to shake up his campaign staff. Mitt said the staff was doing just fine, a reply that caused some to panic even more. Maybe Mitt knew what he wanted to do, regardless, he stayed the course.

We know what happened, but let's recount it for the value of the lesson.

When the first debate between President Obama and Governor Mitt Romney took place, Romney was trailing in the voter preference polls going in. By at the end of the 90 minute debate, Romney was widely seen as winning that encounter. The momentum started to shift almost immediately in Romney's favor.

At the debate, when Mitt corrected the president on this or that campaign line that Obama used on the stump, the president began to back away. Mitt held his head high, Obama hung his head. Drudge showed the following image to capture the sense of the debate.

Image.

That side-by-side photo captured the sense of that night's event.

Even with Democratic partisans saying that a more aggressive Joe Biden and Barack Obama won the next three debates, the momentum has continued in favor of the Romney-Ryan ticket. Why?

The Straw Man Principle

Let's hypothesize that someone opposes you, for whatever reason. We will call the opposition Mr. O and call you Mr. R.

Let's presume that you – Mr. R – are better looking, have a more successful track record and is a competitor.

Let's further suppose that Mr. O doesn't think he can beat you in a fair discussion or comparison. What might Mr. O do? (For the record, we are not advocating this, this is explaining a process, which we don't have to like or agree with to recognize it.)

Mr. O can set up a Straw Man, and try to get others to believe that Mr. R is that Straw Man.

  • Dictionary.com says a “straw man” is:
  • A sham argument set up to be defeated.

So Mr. O, being a shrewd dude, decides to find/use anything he can on Mr. R that just doesn't look or sound good.

Then, Mr. O starts telling others as often as possible that less than favorable narrative about Mr. R.

While this may be immoral, for the purposes of someone that justifies the end by any means, Mr. O doesn't care if his portrayal of Mr R is accurate or not. All that matters to Mr O is that Mr. R becomes diminished.

Now, let's return to the political stage of the presidential debate, before circling to the lesson for manufactured housing marketing and image.

Barack Obama suddenly had to confront not a straw man, but the real Mitt Romney. Romney didn't look like a guy who would rush us back to the bad old policies of George Bush. He looked like a successful business man, a man who turned around an Olympics, as Governor balanced budgets and created a surplus working with Democrats. In a word, Mitt looked presidential.

What that did was explode the straw man arguments being used against Mitt. Thus Romney could lay out his facts, comparing his record with Barack Obama's. The sheer shock and surprise value of that to millions would give Romney an edge over Barack, especially with swing voters.

Folks, here is where we leave the campaign and turn to Manufactured Housing for our lesson.

Looking at the Lesson Learned

Industry professionals know and realize that manufactured housing is an amazing product. We know that we can produce an entry level home for less, as well mid level or a 'residential style home' that rivals or exceeds what a typical site builder can do.

Pros know we offer a quality, we greener, great value home. But that is not the image that we have…why not?

In a phrase, negative media and negative perceptions. There is a 'straw man' about manufactured housing that exists.

It is up to us who market and sell to explode those myths. We have to oppose the straw men against us with the facts! This isn't theory, this is the proven experience of years of doing it myself as well as by a few others.

On my Pinterest board for manufactured housing, one of the images I use is this one below.

We as a professional, business owner/executive or collectively as an industry either define ourselves, or others will define us.

Yes, folks, this photo above is a HUD Code Manufactured Home! A photo like this above – properly used – explodes the myth of the slick sided, metal on metal 'mobile home' or 'trailer house.'

We will talk about 'proper use' that makes this work for us in another column.

In the Obama vs. Romney campaign, each seeks to define the other, each seeks to define themselves.

In our Industry, we have sadly and routinely allowed others to define us. One of the common ones is the myth about durability, or tornadoes and high winds. We do not, as a rule, do a robust job of defining ourselves.

Can we change that reality? Yes, we can. Which is why we have started a Pinterest board, or MHLivingNews.com, with its photo gallery and posted this real life video on how tough a manufactured home is in the face of high winds.

You can link to those pages and use them as part of YOUR marketing and sales tool chest.

Lesson Learned. We must define ourselves, we must explode the myths of the “straw man.” More on this in future columns. ##

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