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Posts Tagged ‘media’

Media, Your Location and Jiu Jitsu. Defining Yourself in 2017 for Fun and Profit

January 12th, 2017 No comments

For the next several moments, be please be very self-centered.

Think about your career, your location and making 2017 – and beyond – the best it can be.

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First think, attraction. You have to attract attention – hopefully in a positive way – to be able to sell more homes to qualified buyers who have cash or good credit. Image and collage credit, MHProNews.com all rights reserved.

When Bad News Strikes Your Location or the Industry,
Turn Lemons into Lemonade

Dictionary.com defines Jiu Jitsu as “the use of an opponent’s strengths or one’s own weaknesses to accomplish one’s goals: That was a kind of intellectual jujitsu…”

Almost everyone knows how much the media can help or harm a business. We know that most media coverage on manufactured housing sadly tends to be more harmful then helpful. Think about stories on tornadoes and windstorms, community closures, MH lending or zoning stories – where almost every time, manufactured housing is made to look bad.

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In a 50-minute PR/Media engagement, Marketing and Sales presentation, Tony will share expert insights on how the right media strategy for YOUR business, location or association can “Jiu Jitsu” a negative story into a more useful one.

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Finance Panel – MH Lending Products Update and Lessons Learned

Always popular with industry professionals, the Standing Room Only (SRO) Seminar Series will bring you the 2017 version of the headline above. Presentation followed by Q&A.  Panelists for this pre-Tunica Show event will be announced circa mid-February.

Community and Retail “Lessons Learned” Panel

Always popular with industry professionals, the Standing Room Only (SRO) Seminar Series will bring you the 2017 version of the headline above. Presentation followed by Q&A. Panelists for this pre-Tunica Show event will be announced circa mid-February.

FYI – we will be at Booth #221 in Louisville.  Please stop by, and you can pick up one of these below, suitable for framing on your desk, office or lobby wall.  There are other business development and sales boosting focused specials we’ll be doing at Louisville too.  ##

(Image credits are as shown above.)

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Tony and team will be at the 2017 Tunica MH Show, among other upcoming events.

L. A. “Tony” Kovach and team MHProNews/MHLivingNews will be at Booth #221 in Louisville, as well as at the Tunica Show##

Marketing, Sales, Management, Metrics and 2016 Resolutions

January 6th, 2016 No comments

Let’s start with the obvious. This is an MH industry marketing and sales focused blog. And in every new year, owners, managers, associations and those with a fire in their belly who want to improve their front line performance ponder and then resolve to learn and execute ways that improve their bottom lines.

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If you’re in that group, you’ve come to the right place to start 2016.

Improvement begins with an honest assessment. Where you are now, vs. where you want to be.

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Image credit, MHMarketingSalesManagement, LATonyKovach.com

A serious desire for Improvement begins with an admission that things can be better. That means, you must be open to change. You know the old saying, if you keep doing the same things in the same ways, you should expect the same kind of results.

Magic or Metrics?

So this blog isn’t about magic. It’s about measurable realities, and how you can change them for the better.

In sales or business, those stuck in a rut often want ‘more good leads,’ or ‘easier financing.’

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The image above is from the Chicago SunTimes NewsGroup, an article we managed to get into their popular real estate section.  Imagine having a news article that is favorable towards manaufactured housing in a major metro newspaper, can you see how that could be good for a business like yours?  This above was one of the clients and locations we’ve worked with in or near the Chicago Metro. Articles like the above rang their phones hundreds of times from prospects wanting to learn more about today’s manufactured homes.

Work with our clients is routinely done with confidentiality agreements.

What we can point to are very public marketing – including what you are looking at right now. The #1 MH professional publication for the last 5+ years has been MHProNews.com, we are the run-away #1, by a wide margin.

The same is true for ManufacturedHomeLivingNews.com, which is the Number 1 public and consumer focused image/educational website in America.

Another PUBLIC Example of Tackling a Tough MH Industry Topic

Let me start by saying that Clayton Homes and their affiliates were NOT clients of ours with respect to the example below. We tackled this subject for a variety of reasons, the among them being that we believe the Seattle Times/BuzzFeed attack on Warren Buffett, Clayton Homes and their lenders is an unfair hit piece that harms the industry at large.

It also provides an example of a measurable result.

Below is an example of an actual – think metrics – result from our recent article being picked up by local media outlets across the U.S..

Remember, what follows is an example of an unpaid effort. Imagine the potential of what we can do for operations, professionals and organizations across in MH. Scan the list, click links you want abs then jump to the end for your invite to grow in 2016.

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Our story on the Seattle Times/BuzzFeed attack on Warren Buffett, Clayton Homes and their lenders was picked up by dozens of news and special interests sources, including American Banking News, click link above or here.

Media, Special Interest, Publications and other websites that picked up our take on this Seattle Times/BuzzFeed attack on Buffett and Clayton story:

In goes without saying that as cool as this looks, one such response to a vicious attack story isn’t a campaign. But we are big believers that some POSITIVE, GOOD response to a media attack is better than a weak or no response!

So what you see above and below gives clear examples to objective thinkers. These are food for thought, something to consider, that may inspire ideas as part of a broader campaign for any operation big enough to want to truly market themselves in an area, state or nationally. Internet, social media, email, regular media (Public Relations or PR), SuperCharged Marketing and Sales that attracts customers with cash or good credit – there are lots of things we know, and some or all of them could be tools for you to grow in 2016.

Defining Yourself and Your Operation In Your Market(s)

It bears repeating until it becomes an instictive part of everyone in the MH industry. You either define yourself (in your market), or others will define you. If you allow others to define you, they will often do so to your disadvantage.

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Graphic credit – MHMarketingSalesManagement.com and LATonyKovach.com. To learn more about the E in PEP, click here or the image above.

Others are defining our industry daily, so more MHPros have to step up to the plate and start defining ourselves boldly, honestly and routinely.

In marketing, sales, consulting, content creation, video, education and related management contract services, who is best known and providing the clear cut results? Who else is doing what we do for independent or corporate players?

In 2016, resolve to signficantly – even dramatically – improve what you do.  

We are booking dates for our ever-popular INSIDE MH Road Show – which yields videos like the one above that can be used by the client on their site, as well as getting it on our industry leading website that boosts the MH Image and Education.  While others talk about image or educating the public, we are doing it. You can be a part of that effort, or you can have an entirely different plan.

What’s your resolution?  Is it to grow your results? Just as a fitness coach can help you, we can too, and often its for the same dollars as you are already budgeting for with someone else. We do it a variety of services in collaboration with firms of all sizes.  Because we know the industry, we are your leading resource for marketing and sales services – and success.  

We invite the forward thinkers and doers looking to boost bottom line results to contact and join with us. Come by our booth in Louisville, #115. See us in Tunica.  Can’t wait?  Pick up the phone and call 863-213-4090, email or click the link below to learn more about what others who know first hand say. ##

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Tony is the most widely known and respected MH marketing and sales trainer in the U.S.. Tony will be presenting on SuperCharging Your Marketing and Sales for 2016, during the Tunica Manufactured Housing Show, see details, linked here.

By L. A. ‘Tony’ Kovach.

Video and Social Media Statistics for 2014 for Manufactured Housing Marketers

May 14th, 2014 No comments

Ladies and gents, this post will be short and sweet, but not as short as a Tweet.

When you watch this video, don't jump to the conclusion that all that you should be doing is social media and video. IMHO, that would be a huge mistake.

But it would be an equally huge mistake not to invest some of your time and marketing resources into these areas. We do!

You should too.

When we say 'we do,' keep in mind that for all the limits on us in budget, time, etc. we dominate with our two main sites – MHProNews.com and ManufacturedHomeLivingNews.com – in their respective niches.

We help our clients dominate in their local markets too. Watch the video above, see our own video report on this topic, see the video report by our colleagues at ManufacturedHomes and call us with any questions. ##

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 

Hard Truths and Dominating Your Local Market

March 8th, 2014 No comments

If a business routinely treats their customers like dirt, it doesn't take a rocket scientist to figure out that sooner or later, that business will suffer and likely be forced to sell out to someone more savvy or close.

If a business owner treats its staff with disrespect, it is self evident that even in a tough economy and job market, the staffers will sooner or later find their way to a better place. In the mean time, can the disrespected staffers be expected to perform their best for the owner who maligns them?

If you are an association leader and don't get along well with people who have a differing view point than you do – alienating some, losing some members and creating avoidable adversaries along the way – would it be a surprise if the results of such an association leader would be slim at best?

There are a number of hard truths that every professional person must face. The above are so obvious, that they are shared to make a point. The hard truth is that 4 years into our industry's recovery from the bottom hit in 2009, we are faced with yet another wave of challenges.

But as John F. Kennedy wisely said, “When written in Chinese, the word 'crisis' is composed of two characters. One represents danger and the other represents opportunity.”

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Brutal Winter and CFPB Regulations

The combination of a brutal winter up north and new Consumer Financial Protection Bureau (CFPB) regulations represents a genuine crisis for some in our industry. Don't get me wrong, some will come through this profiting more than they did before. Some are doing well in the very areas that others are struggling. But others will fail or will have to hand over the keys to their business to someone else, likely at a distressed price.

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One of the more successful professionals in our industry – Marty Lavin, JD – who has been:

  • in retail with an operation that sold 5,000 homes a year
  • operated a manufactured housing finance firm that originated more loans than some of the chattel lenders we have today
  • survived a big downturn in the land-lease communities business, and still successfully owns and operates to this day
  • is an industry attorney who dealt with some of the biggest names in our industry and the likes of mortgage giants, Fannie and Freddie

said to me in his 6 million dollar list price 72' boat, “Tony, the problem is not the product!” (more from Marty Lavin, linked here).

We have a great home, at an incredible value. We have not done the sales training and marketing needed to grow the business. Who says? The likes of former Fleetwood manager and current state association executive Jay Hamilton:

We are an industry that for years has desired the best for our industry representatives, our customers and our distribution system but for all these years have been hesitant to:

  • invest financially in training our people,
  • marketing our product's image,
  • updating our technology,
  • improving our delivery system, etc..

Manufacturers and Retailers have made some bold attempts at the previously listed task but always fail to follow through because they don’t see immediate profits from marketing or training programs. 

We are an industry that has the need for all of our profits to be immediate. Future growth and maturation always loses out to the need for immediate results and immediate profits. 

jay-hamiltong-executive-director-georgia-manufactured-housing-association-gmha-posted-mhpronews-com(1).jpgUntil we are willing to train our people well, invest in technology, invest in customer service, invest $ in creating a brand image with the understanding that is will cost a percentage of our industry profits and will not necessarily produce immediate results we are doomed to keep repeating our same mistakes over and over.

Thank You,
C. Jay Hamilton
Executive Director
Georgia Manufactured Housing Association

At the Tunica Manufactured Housing Show, I'll be presenting on the topic of Dominating Your Local Market, version 2.0. A variation on this topic drew praise and a standing room only attendance at the Louisville Show.

You'll also have the opportunity to get the latest in

  • Manufactured Home financing, including information from lenders not present at Louisville
  • Commercial Land Lease Community Financing, both moderated by Dick Ernst of FinmarkUSA.com
  • Manufactured Home Community Lessons Learned Panel Discussion, moderated by Jenny Hodge
  • The Importance of CRM for your Retail or Community sales operation, a panel discussion

and more!

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If you're marketing fails to attract enough of the good credit customers who are third party financeable or cash buyers in significant numbers, in the Dodd-Frank/CFPB era, you may not make it.

Learn more about what you need to do differently in today's market, at the free panel discussions and seminars linked above at the rapidly approaching Tunica Show.

You won't find these same topics all in one place at one event anywhere else in the U.S. at this time, so don't miss this opportunity. More information on the free business building seminars at the 2014 Tunica Manufactured Housing Show is linked here. ##

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 

It’s a New Dawn for Marketing Manufactured Housing

October 11th, 2009 2 comments

Providing affordable housing in today’s world is becoming increasingly difficult for those stuck in old marketing paradigms. A new generation of buyers are coming into the market and they don’t care about TV and radio advertising, they don’t read newspapers and magazines and they hold the keys to your future success. Are you ready?

This video has the power to astound, surprise and maybe even shock you. But pay attention. The opportunity is golden and the time is now.

“Is social media a fad? Or is it the biggest shift since the Industrial Revolution? Welcome to the World of Socialnomics”TeacherTube.com