Archive

Posts Tagged ‘MHMSM’

Does Your Manufactured Housing Marketing have to be Perfect?

August 20th, 2014 No comments

Another true story. We are driving I-4 West into Tampa, FL a few weeks ago. As I glanced at the billboard on the south side of the highway, my eyes caught sight of the sign captured in the photo below. What do you notice about this billboard?

available-misspelled-avalible-863-698-8050-posted-cutting-edge-blog-mhpronews-com-

Photo credit, MHProNews.

Yes, you've spotted it now too! The sign – a single word and phone number – has a typo! “Available” is what they meant to spell, but in fact, it reads “Avalible.” Let's hope the 863-213-8050 phone number is correct…

Typos or errors in marketing or collateral are far from a one time occasion. A government agency hit the news recently, having spent big bucks on an item that had a serious typo in a word that was part of a logo. Everything printed was trashed as a result. The mainstream media also makes errors. Frankly, we get typos too. The hardest thing, professional editors say, is to see your own typos. Perhaps one reason is because you know what you 'meant' to write, and your mind sort of fills in mentally what was intended.

One take away is that it is wise to get someone else to review, whenever possible.

Is Imperfect Marketing better than No Marketing?

Sorry to say this in reply to the question above, but it depends! We had an item that had a typo in it, and (ouch!) it happened to be a prospective client's name. Actually, the name was spelled correctly, but regrettably it wasn't the name for the person the item was about! While it wasn't my error, neither did I catch it until the executive pointed the mistake out to me. The jury is still out on how much damage that error caused. The point is that an error can risk or cost you business with some.

On the other hand, others are far more forgiving and understanding. Someone might see that sign above and actually call it because of the typo. In Hollywood, they say that any publicity is good publicity. While you and I may see that different than those movie star types, you get the idea.

We are big believers in measure twice, and cut once. That said, imperfect messaging is routinely better than no messaging at all.

if-a-thing-is-worth-doing-it-is-worth-doing-badly-g-k-chesterton-(c)2013-lifestyle-factory-homes-llc-published-mhpronews-com-

G. K. Chesterton's famous quote above was wonderfully paraphrased by Zig Ziglar. Ziglar explained that it is better to start something and do it badly at first, until you learn to do it well. So true! Few of us are experts the first time we tried the ABCs or 123s. It takes repetition! The same is true in marketing, you have to repeat your message over and again, change it up, and say it again.

Another Chesterton quote makes the point that an imperfect start is better than no start at all.

sometimes-the-perfect-is-the-enemy-of-the-good-g-k-chesterton-(c)2013-lifestyle-factory-homes-llc-published-mhpronews-com-

When we launched MHMSM.com – what we now called MHProNews.com, both of which points to MHMarketingSalesManagement.com – the site was good, but not perfect. We've kept improving it, and it continues to grow!

MHMSM-com-continues-to-grow

Compared to this same time last year, our page views have essentially doubled, from over 1 million page views last summer to over 2 million page views in both June and July of 2014! We were already the runaway #1 in our niche last summer, so we keep growing the gap between us and others. Keep in mind, we've created that traffic from pros like you without buying Google ad words, etc..

We've proven and demonstrated successful SEO and other methods to grow an audience that we teach others to do on their websites or online marketing. As the assistant vice-president of a respected company said in an email this week,

I read your site almost every day…”

If we were hung up on a false notion of perfection or nothing at all, we'd likely have much less content, and far fewer readers and page views too. This is publishing, not brain surgery. We do marketing as opposed to manufacturing some vital part in an aircraft, ship, car, smartphone or computer. The point is, there is room for tolerance in a marketer's efforts that may not be true for other professions!

In marketing, the ideal is to put out the best possible item that you can given your time, talent and budgetary constraints. If you can afford to do better, then do it! If you can't, then do the best you can with what you have to work with.

Video Courtesy of our friends, colleagues and clients at
ManufacturedHomes.com

Teaming Up

Let's make one more point with the video shown above. We all need others! It would be very costly for us to have our own video team. We forged a relationship with ManufacturedHomes.com. No one is a truly a 'one man (or woman) band.' We need professionals to provide us with services here and there. We take our own advice, we team up with others, and you should too.

Of course, when it comes to doing online marketing, websites or modern sales systems that attract more customers with cash or good credit to MHCs and MHRetailers, please call or keep us in mind. You'll see websites that deliver results along with marketing and sales processes that will improve your bottom line.

Call or click below, thanks, and see you again here next week! ##

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

Three Steps to More Sales Comparisons Help or Harm You in Marketing and Sales

August 1st, 2014 No comments

Let's be really basic and candid. People make comparisons. It is part of what we are and do; we compare people, products, services, entertainment, food, politics, religion. You name it, and people make comparisons on it.

lady-shopping-comparing-cans-grocery-aisle-posted-cutting-edge-blog-mhmsm-com-

Photo Credit – WikiCommons.

We also tend to 'judge' or 'discern.' Labels are not just something on a can or jar. Politicians, actors, workers, companies, sales people, specific news or trade media, consultants, experts, products or services…so much of what we think about gets 'labeled.'

We either define ourselves or we allow others to define us. But if we let others define us, how do we re-label, re-define or re-brand? Vivid comparisons are part of the equation.

site-built-houses-moor-ok-ef5-tornado-did-worse-than-manufactured-home-credit-ok4-posted-cutting-edge-blogmhpronews-com-.png

Moore, OK and nearby area tornado damage 2013.

Tornadoes, hurricanes and high winds are subjects manufactured housing takes it on the chin for daily in the minds of those who consider housing options. 'Gee, I'd love the price-point of a manufactured home, but they are blown away by the first strong wind.'

Really? Who says? Was the right information provided so a more accurate comparison could be made?

Learning how to address the tornado-hurricane-high-winds-topic the correct way is huge. Frankly, a big element is about making the correct comparisons. See the side by side photo above.

google-images=credit=hurricane-wind-test-cutting-edge-blog-mhpronews-com-

We showed this screen capture from Google Images on the Masthead Blog earlier this week. Every picture but the last one above came from either this MHProNews site or our new public-image-education-focused sister site, MHLivingNews.com.

Notice how we make comparisons?

The far more expensive site built house is losing its roof, while the lowest priced new manufactured home in that market is seeing a bit of skirting flapping.

The site built roof failed because the roof tore away, but on the manufactured home where the roof pulled loose it was because of an improper add on, which tore away first and that pulled the roof off the home like a giant para-sail.

FYI, NBC reported that it's add-ons which – in a post-storm study – where responsible for 80% of the home severely damaged or destroyed. The MH's would have been okay, had the add-on been done properly, or had it not been there at all.

No one wants to be caught in a tornado or hurricane. Look again at the top two photos. If you had to be in one of those flattened houses or the manufactured home which rolled over – and neither one had a basement – which would you rather be in? The decimated site built houses, or the manufactured home that got rolled, but is structurally so durable it's mostly intact?

Enlightened Self Interest! A Voluntary "Mutual Benefit Society"

There are reasons why you should want to send your customers, your shoppers and everyone you know to ManufacturedHomeLivingNews.com. There, we are gathering and telling the good news about manufactured homes. We are debunking the myths, or outdated stereotypes. When you and your team know that site backwards and forwards, and then use it at the right time with customers, you will sell more homes. It's a no-brainer.

Three Steps to Your Organization's or Career's Advancement

1) Daily reading. Not just you, but your all of your team mates too. Don't think 'they aren't smart enough,' or 'they aren't motivated enough.' Peopleignorance-costs-knowledge-pays-cutting-edge-blog-mhmsm-com- want to take pride in their work! What they don't know, will cost you money. Period.

A minimum of 15 minutes daily here, and no less than 7 minutes a day on ManufacturedHomeLivingNews.com, will at the end of a year be proven to advance your results and profits. Invest more time, if possible!

On our public site, you should read articles and view videos a number of times, once today, again in a week, etc. Why? So that when a topic comes up, you know immediately which story or stories to go to with your prospect or customers.

rss-feed-free-vector-icon-cutting-edge-blog-mhmsm-com-

RSS feed symbol.

2) RSS and links speed your success. We love links, and you should want to give them! We already have very good search engine positioning, but YOU want us to have the BEST possible, every time. Why? You want ManufacturedHomeLivingNews.com to come up in a home shopper search. You want your customers 'pre-sold' or mostly sold. We don't sell houses, we tell stories. We let YOU sell houses!

    An RSS feed to ManufacturedHomeLivingNews.com is important to YOUR sales. We are the industry's best public image and education site. See this Masthead for examples of how an RSS feed can boost your site performance too.

    money-bag-wikicommons-cutting-edge-blog-mhmsm-com-

    Unlock the money bag.
    Comparisons and the 3 Steps suggested
    can help.

    3) Invest Your Money Wisely! One and two above are "free." This one is about where you spend or invest your dollars. When you realize that you need:

      • Marketing
      • Sales training
      • Consulting
      • Website upgrades or a new website
      • Research or copy writing
      • Videos
      • Advertising…

      When you have a need, turn to us or to one of our writers or sponsors. When we win, we can do more. When you win, we win too. Think of this as a voluntary Mutual Benefit Society.

      Let's close with a request that you share via your social networking – Facebook, Twitter, LinkedIn, etc. AND by email this link below. It puts idea #1 above in action.

      http://manufacturedhomelivingnews.com/nbc-news-today-show-manufactured-home-performs-better-than-conventional-housing-construction-in-ibhs-hurricane-wind-tests/

      Then go to Reddit, sign in and comment on this link!

      http://www.reddit.com/r/todayilearned/comments/2c6ey1/todays_manufactured_housing_is_not_your/

      Reddit gets millions of visits. The higher that link goes, the more people will discover the truth about MH and will decide to buy. What goes around, will come around to you.

      So please do your part to make this go viral!

      Speaking of Linkedin, my thanks to all who connect with me on LinkedIn, provide an endorsement and share good words about our work to others.

      When you support our sponsors and support us, we are more able to benefit you. It really is that simple. There are a lot of fine industry sites out there, but the thousand of pros who come here daily make us realize that we compare well to anything else remotely like us. Hey, that's a comparison too…##

      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 

      Getting More Good PR for Manufactured Housing from the Media

      June 14th, 2013 No comments

      The recent interview by UMH's Sam Landy with REIT online, shown below, showcases an important way to advance the public conversation about the tremendous value manufactured housing offers.

      When you watch the video, it is worth noting that Sam Landy used the names of a number of other MH Industry companies during his interview. That practice has value on many levels. “Hogging the glory” isn't a secret for looking good with the media, rather, sharing the glory will benefit you and the industry more.

      Sam Landy's casual yet gracious manner made him look better, because he was showcasing others in a favorable light too. That arguably made the manufactured housing industry look better. Everyone benefited.

      We use a similar process here, as we noted in a another recent Cutting Edge blog column linked here.

      Successfully Engaging the Media

      Two years ago, we did a panel presentation at MHI's Congress and Expo at the convention center in Caesar's Palace in Las Vegas, Nevada. The topic was entitled, Engaging the Media, Making Positive PR and Good Media Relations a Reality.

      Sam Landy's interview with REIT is a good example of how good PR can be obtained and how it benefits your organization or the industry at large.

      We don't just talk theory about getting good PR, we do that for our clients and companies and have for many years. Samples of good PR that we've obtained for our clients are found on this page, linked here.

      Want to learn more about how to get good PR for your location, company or association?

      engaging-the-media-mhpronews-manufactured-home-professional-news-

      You can get a copy of the PDF of that power point free by emailing me at latonyk@gmail.com or tony@mhmsm.com. Or ask your association to have us put this presentation on live or via webinar for your group, as we have in other state, regional and national industry meetings.

      Engaging the Media, it takes some time and effort, but it pays!

      When you reach out to the media, make sure you include a link to ManufacturedHomeLivingNews.com in your message. That site makes our industry look good and thus will make you look better too. That will give the media an interesting 'third party' taste, and will increase their interest in what you have to say. ##

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

      +++

      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/

      +++

      Whether you think you can or whether you think you can't, you're right. – Henry Ford

      No Guts, no Glory

      March 24th, 2013 No comments

      I recall the first time I heard an industry pro tell me 'no guts, no glory,' back in the early 80s.  In marketing and sales that statement still rings true today.

      Too many sales people in our industry are going after the low hanging fruit that falls in their laps.  We see credit scores in the 500s for a reason!  Until we market and sell in a way that attracts more of those 700 credit score buyers – and they are out there by the millions – we will stay stuck with low sales results because those low credit score customers are the main group that walk through doors, like yours…  

      Believe it or not, the good credit customers are statistically in the majority in every state! 

      This Wednesday in Tunica, MS at their big annual manufactured housing trade show, I'll be doing version 2.0 of our popular seminar, Attracting More Customers with Cash or Good Credit.  I say version 2.0, because we have refocused the presentation to hone in on concepts so amazing, the "Aha!" light bulb will be going off over dozens of heads in the seminar room in our free presentation Wednesday afternoon.

      Here is the link:

      http://www.MHProNews.com/events/attracting-more-customers-with-good-credit

      Here is the link to the show, and all of the business and profit building seminars.

      Maybe you are a manufactured home community owner looking to fill dozens or hundreds of vacant homes and sites with customers that have a better payment history.

      Perhaps you are a manufactured home retailer, looking to grow your closed sales. You want more happy home owners!

      Maybe you are a manufacturer, association, lender or other provider that wants to help your customer/members grow their business, so you organization can grow more too.

      Pros in all of these groups who attend this free presentation will see facts, figures and some real world examples of how sales can rise from poor or fair to good or even great. You will see how this can be done profitably, with measurable, proven results.

      Even if you've seen an earlier version of this presentation, be there and you will be fascinated and moved by what you see AND hear for the very first time! You will see examples of how to Attract and Sell More Customers with Cash or Good Credit.

      Remember, no guts, no glory. ##

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

      +++

      Whether you think you can or whether you think you can't, you're right. – Henry Ford