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Posts Tagged ‘manufactured home marketing’

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 |

A Key to MH Recovery? Protecting Used Home Resale Values!

September 4th, 2015 No comments

Imagine this.  A retired couple with plenty of resources, they want to downsize and are considering a manufactured home in a nice land lease community. They go to look. They like the property and location. They find a number of used MHs there for sale. Even if they like what they see in the MHC, excess inventory for resale may trouble them.  They are also finding bargain prices on existing homes, and that might nag the mind of the savvy shopper too.

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Golden agers are smart, and make up nearly 50% of MH home owners, and reports indicate they have about 2/3rds of all the assets in the U.S.. They’ve been around the block, and thus know which way is up. Photo credit – Medical Center Arlington .

In conventional real estate, when existing home prices are closer to new home prices, that’s generally a good thing for home owners and lenders alike.

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Smart Buyers Want Values Protected, so do Smart Lenders

This won’t be my first (or last?) time to point out the utter necessity for protecting and promoting a vigorous resale market thatrising-home-production-shutterstock-mhpronews-com in turns keeps used home values high.  A prime reason for our support of HR 650/S 682 is precisely because it protects the values of home owners!  Their success is our industry’s success.

Look at conventional real estate.  One reason people are willing to step up to a new site built house is because they have good equity in an existing conventional home.  While that happens in MH, it has to happen more for the health and security of our home owners, lenders and our new home industry too.

Not Theory, Facts

Interesting timing, as an industry colleague from 25 years ago called today as I was writing this post. He was recalling how the finance operation he worked for and my retail center at the time proved this business model of supporting good resale values.  We sold pre-owned homes for more than anyone in that market. That was good for used and new home business alike

Finance and good remarketing – at higher prices, not cheap give-away prices! – was a model we demonstrated. So 25 years later, why are we still talking, instead of seeing more in MH doing what has worked in conventional real estate for decades?

As you consider changes to your marketing and sales plan, step back.  Think how it works in real estate. The closer we get to that model, the stronger our demand for used and new homes will be. ##

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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.

knowledge-pays

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.

Three Point Lesson for Manufactured Home Marketing Pros – How A Google Search Works

July 8th, 2015 No comments

Have you ever wondered how a Google Search works? I think we’ve all thought about that or asked that question from someone before.

Let’s go straight to the horses-mouth today to Google’s answer on their own site, found at this link. Once you’ve looked at their quick presentation, please “x out” of that page and return here.

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6o Trillion web pages online and growing by the second! With all of those page, how can you possibly get on page 1 of Google with an unpaid search? There are legiimate ways, as the test results shown below demosntrate. Image credit – Google.

Now as you look at their information found at the link above, think about the graphic shown and wonder. With trillions of pages online and growing, how can you or anyone else possibly end up on page 1 of an unpaid Google search?

The answer is there are legitimate systems a web pro knows to accomplish those results!

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Here is another example of a Google test we did just minutes ago. We do Google tests for active clients to make sure they are well positioned. We routinely get to page one on an unpaid (organic) search result.  Here below is another test we just did, on a different subject – it’s a hot topic in MH news today.

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The only way to guarantee a page 1 Google result is to pay them for it (Google Adwords). That said, there are strategies that are legitimate (known as ‘white hat’ SEO -Search Engine Optimization- strategies’) and won’t get you flagged as a search engine spammer or black hat SEO  site.

If you are looking to do video or improve your online marketing or sales results, please give us a call. We know MH and we know the web too.  See what others say at the link below. ##

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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.

Videos, Marketing, Sales and Your Manufactured Housing’s Business’ Bottom Line

June 18th, 2015 No comments

An infographic can be worth a thousand words. This infographic below, courtesy of Syndacast, speaks volumes.

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Image credit: Syndacast. Click the above for full-sized download of the above infographic.

We plan more information on the use of videos for our BIG upcoming July issue! But let me share a few quick points. Some of these facts will surprise readers, but they shouldn’t.

1) While many videos are short (average time for a sample set is 4 minutes, 20 seconds), there are videos online that are 30 minutes or more that have millions of hits.

2) Stop and think! Video viewing is moving online, TV viewing – while still hot – is slipping some compared to online video. TV shows are 30 minutes to over 2 hours on some movies.

3) While video isn’t cheap, it is an amazingly effective investment. Done well, the ROI is amazing. It’s good for the bottom lines of businesses like yours in our MH Industry.

We’ve been testing and doing videos for our clients and for the industry-at-large for years. No one in MH publishing or providing independent marketing services to MH is doing more video than we are, much of it showcased on free MHLivingNews.com. The growth on MHLivingNews of visits and page views is proof that this type of campaign works.  The sales being made by our clients is proof too.

Video is not the only thing, but it is an important tool in the tool chest. We find that a balance of text, images and video is powerful.

knowledge-pays

If you are interested in a topic, any topic, you’ll watch and watch, right? Why should you think that it will be any different for someone who is considering making a purchase of $40,000, $75,000, $100,000 or more?

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There are lots of ways to tell the Manufactured Housing story using video. This video for Sunshine Homes is one creative form of story telling.

Will a serious viewer watch a good video over 5 minutes? In Wisconsin, they could give you a one word answer.

Youbetcha.

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Here is a demo of what is possible with a sound internet strategy. Four of the top 4 page one organic results out of 3.5 million possible results on Google. We provide turn-key services, marketing, sales training, coaching, consulting, copy writing, websites, Video. All geared for Factory built housing pros.

If you are considering doing video in your marketing, or are looking for ways to enhance the performance of your videos, please give me a call or send an email. Your bottom line can benefit from good video. Let us show you how. ##

PS: Download of full-sized infographic above, linked here.

By L. A. ‘Tony’ Kovach.