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Posts Tagged ‘news’

Manufactured Housing, High Winds and Tornado Video Tops 100,000

August 27th, 2014 No comments

A basic desk-top video production posted last year on ManufacturedHomeLivingNews.com anticipated some of the key findings of the recent IBHS hurricane wind study test. Frankly, the NBC News video has certain advantages and was of course done by big time news pros. But the two videos and related articles make a potent 1-2 punch for Manufactured Home sales professionals who are trying to win over someone 'on the fence' about our highly durable homes.

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You can see this video, plus one that shows a
conventional house swept away in less than 10 seconds
by a tornado, both on the page linked here.

The comments back and forth that have come in as a result of this video have also been useful, some from people who thought we were full of it. We incorporated some of those into the video commentary on the NBC News broadcast of the IBHS hurricane wind test, along with facts from other research.

In market and sales, emotions compel, but reason is used to justify a decision. How many times have you had someone 'sold,' application, deposit and purchase order in hand…

…but then they went back to their place, told their friends or family that they were buying a 'mobile home' and all of a sudden, they are ready to back out? When you got them to open up, how often does the myth that 'manufactured homes blow away' in a tornado hit you in the face?

Hey! We train MH Pros and have done/managed MH marketing and sales personally for years, so we know what you experience!

some-quit-due-to-slow-progress-never-grasping-that-slow-progress-is-still-progress-rolsey-cutting-edge-blog-mhpronews-com-(c)lifestylefactoryhomesllc2014-

(Original Image credit: WikiCommons, Poster © 2014 by Lifestyle Factory Homes, LLC)

That's why it is important to stay plugged into what the news reports shared on MHLivingNews can mean for you, your business and sales. The more inside the ranks of MH Professionals to be on MHProNews, and why our pros should read and share articles on and MHLivingNews.com. When you do that, more homes will be sold. It's guaranteed, because facts do matter.

15-minutes-daily-mhpronews

15 minutes a day on MHProNews,
7 minutes a day on MHLivingNews.
Share with your associates and prospects
and Repeat.

Email a link to a story to someone who needs to see it or post it on Facebook. Put up an RSS feed. If you want to sell more homes in your market, this is a no-brainer way to influence people you know to better understand and appreciate MH. That's our saga for today, and I'm are sticking with it. ##

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.

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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.

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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.

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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.

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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 

      “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?

      1-dutch-champ-207-mc41-kit2-posted-manufacturedhomelivingnews-com-

      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. ##

      Bombs in the Burry

      May 22nd, 2014 No comments

      "Hurry, hurry, hurry, bombs in the burry!" is a colloquial expression that conveys a sense of haste or urgency. A burry is a patch of burrs, or a bitter cold climate like northern Minnesota's in winter. It was MHC and RE industry legend, Sam Zell, who told some 200 MH Industry pros that we needed a greater sense of urgency, and that among the risks of 'cheap money' and QEs was that it created a diminished sense of urgency.

      There are indeed times when urgency is called for – and when bombs are falling, or the cold is bitter – could certainly be among them.

      But in business, when you are interacting on a big ticket item – the sale of a manufactured home, for example – one must read the signals and circumstances.

      Indeed, sometimes urgency is exactly what is called for to make a deal happen. But urgency with an analytical buyer who is nowhere near the fence – much less on it – can cost you a good customer.

      The successful fisherman doesn't try to set the hook before the fish has taken the bait! Fishing takes patience and discernment, when to act in haste and when to be patient.

      Customers often fear a decision. There are many reasons that may be so. Once you understand them, and their circumstances, you can better help them in their buying process.

      Lifetime Value

      Jay Hamilton expressed a truism last year, too many in our industry are stuck in short term thinking mode. They fail to invest injim-clayton-tony-kovach-mhpronews-interview proper marketing and training. There are costs to that which are far greater than may first meet the eye.

      Harvard University did a study on the Lifetime Value of Customers, and proposed a formula to calculate that value. Let's keep it simple today and say, that a happy customer is more likely to come back and send their family, friends and co-workers.

      Jim Clayton in our upcoming follow up on our video interview speaks about investing and developing people. Around 80, he is still doing that today! Do you think the $1.7 billion dollar payday he made when Clayton Homes sold made investing in people and systems worthwhile?

      Answer, you bet.

      If you meet someone who thinks they are too smart to learn from others, remind them that billionaire Jim Clayton is still learning, still investing in people and processes that yield satisfied customers. Jim sat near the front of the room when Sam Zell spoke.

      Check out part one of Jim Clayton's video. And watch for part two coming in June as a featured article. ABL = Always Be Learning!

      Marketing and Training

      All of this relates to issues that connect with marketing and sales training.

      Pat Curran, a veteran who has spent decades in insurance and finance in MH and has seen dozens of sales operations, sent this in which makes a great point that dovetails with Jay Hamilton's.

      pat-curran-inspiration-blog-mhpronews-com-

      We must not set our sights too low on marketing.

      Should an MHCommunity or MHRetailer be surprised that the 'get me done' customer arrives when many essentially advertise for that profile of buyer?

      And when you do attract a good credit customer, are you surprised that you don't close more of them if your people are not prepared to deal with that better qualified buyer?

      There are times when urgency is needed, and there are others when patience should prevail. How to identify and know the difference is a matter of training and experience!

      Sam Zell's organization and Jim Clayton's both share this success key: they make the investment in developing the right people and processes. The payoff is long term success!

      If you are the smallest mom and pop in the industry and have no budget to spare, at a bare minimum, you must require your people to read and study to learn and grow. If that describes you, and you are reading this, great, but then make sure your people read this 'and get it' too!

      In the ideal, if you have the right kind of people and have a budget, you must invest in them!

      If you have the wrong kind of people, why is that and how do you plan to solve it?

      Tim Connor asks the question, how much are your lost sales costing you? We could add to that, what does it cost you to market to the least credit worthy audience?

      The lowest hanging fruit is likely already on the ground, and may have worms. The best, juiciest fruit may take more effort to get, but once you do, isn't it worth it?

      Everyone needs a good, decent place to live, so don't misunderstand the point. "Selling up" doesn't cost you the lowest rung on theshow-me-the-money-louisville-manufactured-housing-show-2014-posted-masthead-blog-mhpronews-.jp financial ladder. Those 'damaged credit' customers will come your way anyway. Remember, over 58% of the population has a credit score 700 or above, while only 15% have one under 600.

      Marketing and selling up, along with investing in the processes that make that a successful reality, that's where the long term value is. Who says? The experts, leaders and legends in our field!

      Treating all customers – and your staff – the way you'd want to be treated is how you maximize the lifetime value of everyone you meet.

      If you want the better qualified customer, learn to how to market to and attract them, and then learn how to successfully interact with them to earn their business.

      If you have good people, invest in them directly via training and indirectly via providing them the tools they need to be successful..

      You'll be glad you did. Investing in your people and business is the safest bet you can possibly make, and the one you have the most ability to influence and control. ##

      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 

      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