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Posts Tagged ‘MHMarketingSalesManagement.com’

Road Signs and Websites

April 27th, 2013 No comments

san-antonio-center-credit-wikicommons-posted-cuttingedge-marketing-sales-blog-mhrponews-comYou are driving along a highway or road. It is a drive you are used to making. You are 'running the path,' you see the signal lights and might pay some attention to the speed limit sign you've past hundreds of times before. The business signage has largely become background to you. What you notice this time is the 'new sign' that popped up! That catches your attention, because it is 'new and different.' But there is more to the story of signage…

As nice as this sign is, if you aren't specifically looking for these stores as you drive by, what they make on you is an 'impression.' That impression lodges in your subconscious mind, along with millions of other ones. If someone at the gas station asks you for directions to Trader Joe's or WalMart, you may automatically know right where to tell them to go.

The “impressions” made by your driving past that sign so many times sank in.

More powerful for quick attention getting that drives traffic is the far less costly sign being used below that is being held up by a man.ad-sign-man-credit-wikicommons-posted-cutting-edge-blog-mhpronews-com-

If you were in the market for jewelry (guys, a hint, Mom's day is coming up fast!) and drove past a man holding a sign like this, you might just peel off your drive route and pull in. This, by the way, would be interesting to test for your next public manufactured housing open house, if you are located on or near a favorable road way.

 

picadilly_circus_london_2006-credit-wiki-commons-posted-cuttingedgeblog-mhpronews-comMore expensive than a regular vinyl billboard – but far more effective – are the new electronic billboards.

As the message changes every 10-15 seconds (+/-) your eye is just naturally drawn to it, even if you drive by the sign many times a day. The “motion” (change) in the sign attracts the eye.

A Signs Web Corollary

If you are placing a 'banner ad' on a website, and have the choice, we recommend the animated banner ad vs. the static one. The reason for it is similar to the one for the static vinyl banner billboard vs. the electronic billboard.

manufactrured-housing-revolution-ani-mhpronews.com-200-200.gifThe “impression” on a visitor of a site for an ad hits the subconscious mind the same as driving past that road sign does. Some of our clients have had millions of impressions on MHProNews, because we have lots of traffic from professionals focused on manufactured housing related news, tips and views.

With a banner ad, the impressions are the same be the ad static or animated, but you will get more click throughs on an animation on our site or any other one too.mhmarketing-sales-management-website-ani-mhpronews.com

A similar principle holds true for your website. If your website doesn't appear to 'move' or change,' once a person has visited once or twice, what is there that will 'bring them back' to you online?

This is more important than you may think! Because studies show that the millions of big ticket buyers will shop 3-6-to-12 months in advance. You want to get them coming to you regularly. We could talk about strategies that will also cause them to sign up with you, just as we have thousands signed up to get business building and protecting information from us twice weekly via this link.

So, for example, on the Louisville Manufactured Housing Show's website that we built, the high impact image slider 'above the fold' on the site draws the eye and keeps the reader for the ever so critical first 5-10 seconds. That is how long a person statistically takes – 5 to 10 seconds – to decide if they are going to stay on your site, or surf eleswhere.

Then, as you scroll down the page, we have a blog that is updated in the run-up to show season and that features some post show info as well. Plus, at the bottom of every page, there are news feeds that are updated 24/7/365.

/old_sign_pil-credit-wikicommons-mhpronews-com-cuttingedge-blog-.jpgHaving the right first impression on your website is important and so too is keeping a steady diet of information that your target audience will want to come back and check out. If you haven't done an update on your website in the past 3-4-5 years, odds are you are way overdue.

An outdated website, like an old sign, might be better than nothing. On the other hand, the turn off from a bad business sign may keep people away. The same could be true for many of those 'better customers' you want to attract who have the cash or good credit. The newer, nicer website is far more likely to draw and keep them engaged.

Websites and road signs both need to be kept fresh and appealing. When you do so properly, it will be reflected on the bottom line of your factory built housing business. ##

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

How often do you Shower?

April 11th, 2013 No comments

How often do you shower or take a bath?  Daily? Every other day? What ever it is, think of the number…

Now, how often do you purposefully read something motivational or inspiring? Daily? Weekly? Monthly?

Some people told Zig Ziglar that motivation is time wasted, because it 'wears off.'  Zig's response was classic.  “People often say that motivation doesn’t last. Well, neither does bathing – that’s why we recommend it daily.” – Zig Ziglar.

The meaning is clear. You need a regular dose of motivation, the same as you need to wash regularly.  For those who don't, they may stink…

…and I've met people with 'stinking thinking' before, haven't you?  If we are candid, we have all at times been guilty of negative thoughts and thinking. So like bathing, we need a regular dose of motivation and inspiration.

If you don't have a good attitude, you can build one up! It may take longer than a shower does, but regular immersion in inspirational thinking pays off the same as regular doses of negative thinking tears someone down.

Motivation and Achievement

When I am recruiting for a client's company or myself, there are three things I look for, and they are summed up in this acronym: ASK.

> Attitude
> Skills
> Knowledge/Experience

If all three in A.S.K. are present in a candidate for a career role:

  • a good attitude,
  • the right skills and
  • experience,

there is a good chance we have the right person for the job.  When only the second and third traits are there, but a good 'can do!' attitude are missing, that person just might be drag, dangerous or a liability.

The Sage of Omaha said something similar:

“Somebody once said that in looking for people to hire, you look for three qualities: integrity, intelligence, and energy. And if you don’t have the first, the other two will kill you. You think about it; it’s true. If you hire somebody without [integrity], you really want them to be dumb and lazy.”

  • Warren Buffett

Think about Buffett's  'energy' quality as being positive or negative, and you see that part of what 'the Sage of Omaha' is talking about in having a good, positive 'energetic' attitude.  Integrity also reflects our attitude or mindset. The bad attitude is the one that is more lazy, lacks discipline and is more likely to be dishonest.

While positive motivation and integrity don't always go hand in hand, when they do, you routinely discover a better work ethic.

In our ground breaking marketing and sales training programs for clients who sell manufactured homes at retail centers or in land lease communities, I'm looking at the attitudes of those in front of me.  Are the pros being trained or coached sporting a good or bad attitude?  Are they embracing the training? Are they giving it their best effort? Or are they resisting it?

We know from experience that those who commit to our marketing and sales process get better results, often dramatically better. We've seen locations increase sales from the low single digits monthly into double digit closings monthly. But I also recall an operation where someone resisted the training, the supervisor didn't require that they buckle down and 'just do it,' so is it a surprise that they didn't change or improve much? Of course not. I've yet to meet someone working for a company that had so little skill, that they couldn't do what we ask. So what makes the difference between the successful team members and those who won't grow?

Clearly it is the motivation of the 'professionals' involved!

We created the free INspiration blog for the expressed purpose of providing a positive place in manufactured housing to come and get that routine boost of motivation!

Many of Tim Connor's or our Zig Ziglar columns are motivational or inspirational as well, as are other thougthful writers, such as periodic contributor and successful MH Retailer Greg McClanahan.

There are some who learn things fast and easy.

For others, change may start out hard, but with practice what is new in time becomes a habit.  Habits by definition become second nature, as normal as breathing.  Cultivate a good 'can do' attitude in yourself and share that with your team mates.  Feed your mind with good, inspirational and motivational thoughts.

It routinely pays off for those who do!

The logic of this is so obvious.  

Whether you think you can, or think you can't, you are right!'”
– Henry Ford.

Be a part of the IN crowd, and see the INspriation blog here. ##

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

Start YOUR Free Manufactured Housing Image Campaign, Today!

April 6th, 2013 No comments

We don't require a multi-million dollar national campaign to improve the image of manufactured housing, as nice as it may be to have one. We don't need high dollar Madison Avenue advertising 'gurus' – who don't know our industry – to tell us what we ought to do. We know deep down what needs to be done, even if some may resist it. Improving our image can start in your market with even modest, but valuable steps.

This is my view, but it also happens to reflect what the CEO of high flying UMH, Sam Landy, said:

"People need quality housing at a reasonable price. We provide that. We provide a better product than apartments, townhouses, condo’s and single family homes for our customers. Apartment rents have been increasing. Single family home buyers now need down payments once again.

Given these changes…our sales will be far higher than today’s paltry 50,000 units and may even exceed the old records of three or four hundred thousand shipments per year…I’ve come to the conclusion that we are all responsible for our own marketing. If you want to be a great retailer you have to pay the bill for the marketing. Why should anyone do it for you, and all markets are local anyhow." (Full Sam Landy interview is linked here.)

You may be part of the largest network of manufactured home retailers or communities in the U.S., or the sole proprietor of a modest 'mom and pop' location or anything in between.

You may have longed for a grand TV and multi-media image building campaign, but for whatever reasons, the powers that be did not make it happen. That's all in the past, we have to move on and can so long as you start your own image campaign, now. We can help make some of that happen for you, "free."

Yes, you can.

Yes, in the next few minutes, you will see that it is so easy, you may laugh and wonder why no one has done this before!

Most of the U.S. doesn't have a clue as to how nice a modern manufactured home is, especially how much appeal, quality and value factory builders pack into a residential style HUD Code home.

It is up to retailers, communities and others in Manufactured Housing to show the new reality to the public.

Here is how you do it in YOUR market, as easy as 1, 2, 3.

Step 1, learn to use Craigslist and other similar sites – which are free – the smart way.

Example. Take a multi-sectional or residential style manufactured home you have good quality photos of that has been properly decorated. Place 2-4 of those photos into a very short Craigslist post.

Starting with the summary and headline in Craigslist, you could use something like this:

$73,900 3 Bedroom Builder Must Sell ASAP! Your Town, USA

This is a modern, factory-built home that meets or exceeds all federal construction standards for our market.

"Your lot or ours, one only at this price. Ph XXX-XXX-XXXX."

If you have an MLO number, you could add the words: "Financing available." *

To learn more about modern factory-built homes, go to MHLivingNews.com.

Step 2, keep a post like this going at all times on Craigslist, more than one is better, just make sure they aren't duplicates so you don't get flagged.

The keys are: amazing price (compared to site built) BUT NOT TOO LOW, your phone number and a link to MHLivingNews.com. Don't say too much, less is often more when it comes to lead generation.

Step 3, Patience and persistence! Some home shoppers will have an aha moment early on, some will take repeated exposures and time. Typically, CRM studies suggest it takes some 3-6+ months for good credit customers to make the first contact, because they are shopping carefully. But as more and more housing shoppers stumble onto your offer (because your headline DOESN'T say, 'manufactured home' or 'mobile home,' etc.) some will get curious. Some will eventually reach out, if you treat them properly, some of those will come and buy.

That is how it starts.

The other key to this is that YOU and YOUR location delivery good, honest service and value. Do what you say you will do, so don't over promise, it isn't necessary. More on this and related in a future column.

If you need help with your marketing or training, click here.

Sam Landy's point above is dead on, we have what the public needs in housing! We as manufactured home professionals have to deliver on our potential value. When your location delivers qualify living and what is promised, you will enjoy ever more success.

Some readers will wonder. Why not just use my own company's website for this? Good question!

You can, but there is POWER in having a third party website – independent from your company – to demonstrate and 'prove' the reasons for manufactured and factory built homes. MHLivingNews.com is like a third party endorsement of the manufactured home lifestyle. That is something your website can't easily do solo.

Two of the most powerful and popular pages on the MHLivingNews.com website are our photo gallery and the tornado vs. Manufactured Home video page. Those pages – and so many others that we routinely add to – are not likely on you website. You may not have the time or resources to do all that MHLivingNews does, so just link MHLivingNews.com in your posts, and start the outreach in your market.

MHLivingNews is already getting thousands of page views every month. But Craiglist has millions of page views daily, and many of those are from people seeking a home!

So if even 2% to 5% of every MH Retailer or MH Community location in the country did this simple 1, 2, 3 plan, the traffic would soon be in the ten of thousands. In time that can grow to the hundreds of thousands and then into the millions on MHLivingNews.

A simple 'free' image campaign for YOU and YOUR market! It will spread to others, and everyone in the mix will benefit.

More on this topic later, but you can start this today by taking those 3 easy steps! ##

* While FTC regs seem to permit this, A commentator claiming expertise has suggested that the law on this subject is ambiguous, and it would be prudent to seek specific legal advice before using the words 'financing available,' even if you have an MLO number.

(First Photo Credit: FlickrCC/dislokated, other photos from MHLivingNews.com)

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

MHCs: New Locations and Expansions

February 9th, 2013 No comments

There are some who are under the mistaken impression that there are 'no new sites' being developed in the manufactured housing communities world. While the numbers are certainly not what they could or should be, anecdotal evidence from callers, email and in person conversations tells me that new sites are being brought on line. Nor are these limited to 'energy boom' areas such as the Eagle Ford, Bakken or Marcellus Shale areas in Texas, North Dakota and OH/PA respectively.

Admittedly, the results being generated in filling newly opened (re-opened) or expansion sites in MHC are mixed. But the fact that some are doing well suggests that others can too, by modifying their marketing and sales approaches.

What we have seen in those areas that are struggling is interesting. Some examples:

  • Where expansion sites are being used, often current community managers are asked to do the job of selling as well as managing.
  • In new communities or those locations where significant numbers of new sites are developed, often dedicated sales people are used. This tends to have better results than trying to teach a community manager the art of selling, especially when those sales involve new homes.
  • The budgets for marketing such expansions range from very modest to amazingly robust.

While bigger budgets naturally tends to drive more traffic, what is all too often evident is that the messages are targeting those who may have 'credit challenges.' These are at locations where the owner/operator of the community has made arrangements for 'captive financing,' third party serviced loans or resourced financing through a financial institution.

Another direction being taken by sizable MHC operations include the liberal use of rental homes. The rentals tend to go faster, in part because they require no long term commitment by the buyer. This is a path of least resistance method. Does it work? Yes. Does it help sales of homes in those communities? Often, not so much, if at all.

A common denominator in many of these programs is mentioning 'second chance financing' or 'less than perfect' credit' OK in one of a variety of ways. Is it any surprise then that such locations see such large numbers of sub 600 credit scores?

Our industry can and should do a more robust outreach to credit worthy buyers. When we do, the results are quite amazing and profitable.

At the upcoming Tunica Manufactured Housing Show in March, we will be doing a free seminar on how to Attract More Customers with Cash or Good Credit. This presentation has been met with enthusiastic reviews at state and regional association meetings and is the basis for much of the work that we do with our client companies in manufactured home communities and retailing.

While many of our clients have been in the land lease communities world, the process can work as well (or better…) for MH Retailers and Developers.

The event is free, but seating will be limited to about 80 attendees. Don't miss it. ##

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

Go To Meeting

January 16th, 2013 No comments

I was chatting with a man who had called from West of the Rockies. He was interested in marketing and sales training for his retailing manufactured home communities. With my being based not far from Chicagoland, he asked a natural and common question. "How are you going to do this cost-effectively?" My reply was that we do it via GoToMeeting? Be it websites or MHC-MD.com results deliverables, we deliver the bulk such training and services online and by phone, often using GoToMeeting.

We use technology daily here. I'd be the first to say that it is great when you can sit down, have a coffee, soda or other beverage and talk, coaching or do training face to face. We do live training and seminars at associations and for companies.

But when geography and time don't make that possible, then a service such as GotoMeeting makes perfect sense. Certainly there are scenarios when something like Skype or other services can be useful too.

With GoToMeeting, we can have multiple people on the line from various locations all at the same time with ease. The sessions can be recorded. You can do power points. You can look at each other if you opt to use the webcam feature.

Millions have used GoToMeeting (GTM), which we are not advertising here! It is simply a great tool that we use routinely and have for years. It doesn't have to be for a training session either. There are times when you want to discuss and show something to a prospect simultaneously and remotely. GTM makes it possible.

So if you happen to be in some remote part of the country and wonder how sales training, coaching or marketing services can be delivered cost effectively, part of the three letter answer is GTM. The Internet and phones make doing remote business in the digital age fast, secure and cost effective. Try it! ##

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