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Posts Tagged ‘money’

“Whether you Think You Can or Think You Can’t, You’re Right” – Henry Ford

July 30th, 2014 No comments

You know the drill. First, it's “that sounds too good to be true.” Or maybe it's “okay, that might work in XYZ's market, but that would never work here.” When I hear that, pardon me, but I can't help but think about all the similar stuff Henry Ford must have heard about his automobile! Or the Wright Brothers before they made that first, famous airplane flight at Kity Hawk, NC! Any number of things sounded “too good to be true” before someone actually did it.

Whether You Think You Can or Think You Can't You're right.png

Isn't it Obvious?

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To get different results, you have to do things differently. Duh, right? At the same time, it is interesting how often a possible new client – in B2B or B2C marketing, sales, web, advertising, etc. – says something like: “I've tried that before with XYZ sales trainer and it didn't help us.” Or “I tried advertising with ABC, and it did nothing for me.”

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First of all, the failure of one is not the failure of all!

Next, even those who've failed before, may succeed the next time. Sometimes failure leads to success – like Thomas Edison's famous 10,000 failures before he succeeded at making the light bulb – when a sound plan is followed by persistence.

Manufactured Housing is a great product! Communities are a good option for many! Advertising is something that millions of companies do successfully, are you telling me that only Manufactured Housing ads can't work?

A man who stops advertising to save money is like a man who

stops a clock to save time.” – Henry Ford.

End Self-Doubts or Self-Limits to Advance

When you first start a new sport, game or job, you may initially get a poor or even a terrible result. It feels uncomfortable and you or an associate may feel awkward, self-conscious or embarrassed. Don't sweat that small stuff. What separates the men from the boys and the women from the girls is maturity! You have to keep doing what you are trying to master, precisely until it IS mastered!

I'm good with selling manufactured homes at almost any price point. I've personally never sold a million dollar MH, but we've successfully marketed and sold many in the 6 figure range, while in the same market someone else might be trying to give away a lower cost house and is having trouble doing it.

Want to sell more entry level manufactured homes? Okay, there is a way to do that well.

Want to sell more upscale, residential style manufactured homes, well, there is a process for that and it means you have to attract and sell the site-built buyer who has cash or good credit. You don't sell the well qualified buyer – let's say shopping for a Mercedes Benz – the same way you do a Yugo or today's lowest cost Chevy, Ford or Dodge.

We've worked with operations in many states and markets, and when the right resources and attitudes are put into place, you will get the right results. That may take some time, just like learning a new sport or game may take some time to master. But it is worth mastering!

When you don't get the right result at first at a doctor, do you quit, go back or find another MD?

We all need partners, mentors, coaches and experts. If you have a financial planner for investments, but don't have an industry marketing and sales pro for your business, something is wrong! Remember, what the can do genius types say…

“Whether you Think You Can or Think You Can't, You're Right” – Henry Ford. ##

Money Motivations

June 13th, 2014 No comments

There are many motivators in life. In sales, some pros speak of the five motivators of pride, profit, love, need and fear. A certain consultant you may know routinely uses fear tactics as a motivator, why? Because it can work. So too the other motivators, in the case of today's column, money or 'profit.'

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The 2008 Financial Meltdown, a Gift in Disguise for Manufactured Housing?

Please don't get me wrong. In an ideal world, we would have had no meltdown in 2008. But our world isn't perfect, so given that reality, the crash of the conventional housing market offers numerous prime opportunities for manufactured housing pros.

Among them is the fact that millions no longer believe that a site built house is a good 'investment.'

That said, a savvy marketer or sales guru can position a message that effectively says… "The money saved by buying our home can be used to invest, for travel, cars, charity, education, you name it!"

Profit is the common motive for why:

  • people invest,
  • or why they try to save, or why
  • they open a business and
  • they may opt for this career over another.

Even in government, money is a motivator. Bureaucratic programs often have a de facto incentive to spend all the money allocated, or they may get less funding the next year. The VA scandal reminded us that bonuses exist at the federal level, and that if staff can't earn the bonus honestly, they may "game the system" to get the money by stealth.

Quality Pays

When someone's budget is tight, there is no point in trying to push a solution the buyer can't afford. But when discretionary spending is an option, a savvy sales pro can justify a higher price through the message that "quality pays."

Resonating not Manipulating

Speaking of the customer, be it this or any sales and marketing methods, let's restate a basic premise. We are not about manipulating the customer. For some 25 years, I've preached that a deal is only a good deal if all involved benefit from it.

So why learn sales and marketing methods at all? Because some customers need to be guided in their decision, and when you see what motivates them, you are in a better position to advise and serve them.

You can get everything out of life you want, when you help enough other people get out of life what they want.” – Zig Ziglar.

The Five Motivators

In all of your sales and marketing, think about how money motivates. And think about how all of the 5 Motivators, pride, profit, love, need and fear. As you ask questions, listen and do your discovery with a customer, you will often pick up the clues that tell you which of the motivators is the best one with the prospect in front of you. ##

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 

Dare to Compare! Banner Ads vs. TV or other Media

May 9th, 2014 No comments

Last year, Ben Kunz – Vice-President of strategic planning at media agency Mediassociates penned a column in Digiday called, “In Defense of Banner Ads.” Kunz opened with a pithy set of points:

If you believe banners suck, you’re not alone. The poor things are so disparaged that the entire digital industry has repositioned them as display advertising to wipe off the banner stigma.

But the truth is, banner ads work just as well as most other forms of media, which is remarkable given their small size, surrounding clutter and creative limitations.”

In fact, some of Kunz's findings make banner ad results better than most other forms of media, and of course, can be more targeted and thus at a far lower cost.

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Compare to TV

“Nielsen, the typical U.S. consumer is exposed to 4 hours and 38 minutes of TV a day, about 40 percent of which is commercial time.” Kunz points out that with that giant screen, the response rate is still only .05% for TV. The average consumer sees about 6,600 commercials monthly.

Compare to Radio

The typical adult in the U.S. listens to 1 hour and 23 minutes of radio daily, 2,500 minutes a month, and at 15% of radio being commercials, that's 750 thirty second spots a month. Results?

.013 percent.

No wonder they repeat those toll-free phone numbers, over and over, and over…

Compare to Billboards

Kunz used NY Suburbs in his example, here are his numbers: “…$320,000 for 26 large 14-by-48-foot billboards (for a 50 GRP level). That provides 28.2 million impressions a month.” Response rate? 0.03%.

And Banner Ads?

Kunz states that Facebook ads were running .03%, and that the Direct Marketing Association and Google uses a range from .03% to .09%, with .07% being tossed about as 'typical' by others.

The bottom line is that banner ads would meet or beat TV, radio and billboards.

In an operation such as MHProNews.com, there would be no way to cover the nation with as many manufactured housing industry professionals other media for anything like the low cost of our banner ads.

So while all reports suggest that CTRs (Click Through Rates) stabilized at a lower level than they were some years back, they still compete very well with other forms of media, so sayeth Ben Kuntz!

DC Marketing Pro

Brooke Jordan in DC Marketing Pro, gave her 5 reasons for using banner ads.

1) “…Regardless of measured click-through rates, banner ads still create a favorable attitude toward the ad due to repeated exposure.” (Journal of Consumer Research)

2) Research shows that consumers engage with banner ads more than TV or outdoor ads.  Banner ad CTRs average at 0.07% (Digiday).  TV response rate is 0.05%, according to Nielsen. Outdoor has a 0.03% response rate (Digiday). Radio, which lacks the visual component of the other three media, has a response rate of 0.13% according to Arbitron.”

3.) “Banner ads have the ability to hyper-target by age, lifestyle, and geography better than most other mediums.  Maybe that’s why eMarketer projects the top five sellers of display advertising to generate $18.6 billion in the U.S. alone in 2013, a 20 percent increase from 2011…” 

4) “Video and display advertising are effective at driving a significant lift in site visitation and SEO, even in the face of minimal clicks on ads. (comScore)”

For me – and for most of you – the real hitter was Brooke's point number 5!

5) “It’s all about ROI.  Marketers continue to pour billions into banner ads due the sheer scale and efficiency.  Low CPMs, compared to other media, mean that marketers can afford a high volume of impressions at a relatively low cost.  When you combine the business generated directly by clicks with the “collateral damage” that occurs beyond the click, most advertisers find the investment is worth it.” (Bold emphasis added).

In yet another study, Smartinsights claims CTR rates are around 1 per 1000 impressions.

When Jordan was talking about the “collateral damage,” she is using that as a humorous, positive euphemism for “impressions.” An impression is defined by Wikipedia as:

“An impression (in the context of online advertising) is a measure of the number of times an ad is seen, whether it is clicked on or not. Each time an ad displays it is counted as one impression.”

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In a recent 90 day campaign for a client, we generated over 1.5 million impressions and some 900 click throughs. More important to the client, they grew their outcomes by 14.7%, which made it a good investment.

The exact record of their campaign results: 1,566,675 impressions and 946 click throughs.

A longer term client, the MMHF working with Show Ways Unlimited and the Louisville Manufactured Housing Show, gave us a historic performance track record and testimonial, linked here.

Impression Gold?

Ad-Mays in a report on impression-based advertising stated the following:

  • 52% of Internet users actively respond to banner ads.
  • While 31% of users click on the ad immediately, a large percentage conduct searches for the brand or product, visit the company’s website, or respond through social media. This can be termed “the Silent Click.” 
  • The Online Publishers Association found that after viewing a display ad there was a 50% increase in brand name searches after one week, users spent an average of 12 minutes longer viewing the website, spent 10% more money and higher income audiences were attracted.

The bottom line? Banner ads work and both CTRs and impressions deliver great value. This is why the market is booming!

Looking for a great way to reach the business to business (B2B) market for manufactured housing? Based upon the both external and internal studies, you'd be hard pressed to find a better value that the banner ads, impressions and related campaigns we can create for clients on MHProNews.com. ##

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 

What’s CRM? How Can it Make Your Location(s) more Money in 2014?

January 12th, 2014 3 comments

The value of CRM is demonstrated by the fact that hundreds of thousands of companies of all sizes in the U.S. use it to grow their business and improve their bottom lines. Our company doesn't sell CRM services, but we recommend it's use to the majority of our client's. So lets's answer a few common questions about CRM, you and your operation.

crm-word-cloud-300x216.jpgWhat is CRM?

Because we promote its use in articles, at live events and in training, a common question we get is what is CRM?

CRM is short for Customer Relationship Management. Briefly, CRM is software that when properly used helps a company's professionals stay in touch with prospects and customers.

Why use CRM?

Bluntly, because using CRM makes you more money! Common statistics are that proper CRM use will increase your business 15%-25% or more. When you consider the modest cost, this is a real no brainer.

CRM also protects your marketing investment! Most sales or leasing people can handle no more than 20-40 prospects using paper or manual notes. If you are getting a volume of leads or walk in customers, CRM use protects the dollars you are investing to bring those customers in.

Respected JD Powers and Associates studies are among those that point out the common sense fact that those who stay in touch with their customers greatly increase the odds of doing business.

I emphasize using CRM properly, because some may have CRM, yet fail to use it. Don't waste your money that way! If you get it, or have it, then use it.free_crm_systems.jpg

And if you have CRM, and don't like your current system, then why not see what else is available?

Why CRM in MH is More Important Now than Previously

In the Dodd-Frank/CFPB regulations era, CRM is arguably even more important now than previously. Why?

Because studies show that cash or good credit customers tend to shop 90-180 days in advance. They have cash or good credit in part precisely because they plan ahead. Those who stay in touch with those prospects are far more likely to close them than those who have a hit or miss approach.

Flash Bulletin!

Enjoy a Free, Special Presentation at the Louisville Show on CRM! We arranged for two industry veterans to do a rapid fire 25 minute session on CRM. Get first hand insights in their respective CRM systems. Learn more about this on the Show's opening day, Wednesday at 9:30 AM in the Seminar Rooms at the Louisville Show. See the map below for the location of the seminar rooms.

By the way, here are the other free, show sanctioned seminars that will take place at the Louisville Show:

http://louisvillemanufacturedhousingshow.com/louisville-2014-show-money-seminars/

Tony Kovach will do a quick introduction to this session on CRM, and the presenters will be:

Scott Stroud of BuilderRadio and Sell More Homes Academy, you can see Scott's current article at this link:

http://www.mhpronews.com/home/featured-articles/january-2014/117-marketing/6873-selling-to-or-against-buyer-perceptions-part-2-10-steps-to-changing-buyer-perceptionsp

Our other presenter will be Jason Brady with ManufacturedHomes.com, you can see his current article on our site, linked here:

http://www.mhpronews.com/home/featured-articles/january-2014/138-general-manufactured-housing-industry-topics/6870-start-the-year-off-right

There are 48 new model homes, 80 exhibitors, receptions/mixers, great networking and now 5 free, show sanctioned and business building seminars as reasons to be in Louisville January 22-24th. If your plans take you to Louisville, please be sure to attend this fast paced, insightful session on CRM and how it can help YOU close more sales in 2014! ##

FYI, we will be in booth #115 at the show, right by the main entrance to the show floor.  Please stop by and say hi!

(Image credits, MHI and MHProNews)

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 

Va Va Va Va Voom! Volumes of Videos!

December 21st, 2013 No comments

Park the Stress. Discover the Lending Available Now for 2014. Prepare for Year 4 of the Manufactured Housing Comeback!

Let's Va Va Va Va Volumes of Video Voom, all about Louisville 2014.

48 Hot New Models! Dozens of Leading Exhibitors! Seminars, Networking, More!

An Adventure Mod!

When is the last time you saw a Dutch!

Finished Drywall Fleetwood! *

Manufactured Home Community Series Giles! *

More Videos to come!

Or check out the Louisville Show, 2014 website for more information or to be one of the thousands who will "go Louisville" where "Show Me The Money!" lives. Our industry colleagues at ManufacturedHomes.com will be in booth #503 – please thank them for these fine videos and check 'em out!

Also, please come see us at MHC-MD.com, ManufacturedHomeLivingNews.com and MHProNews.com will be in booth #115, right by the main entry into the exhibit hall.

We hope to See YOU in Louisville, where you will find plenty of VaVaVaVoom! ## 

PS: Check our many Exclusive and Red Hot Featured Articles for November and see the other new stories at MHLivingNews.com 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