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Truth Well Told and Manufactured Housing Marketing, Sales & Management

July 30th, 2016 No comments

Since my early days in retail MH in the 1980s to working with MHCs and then B2B as well as B2C in the present, my passion and respect for this great industry has been steady. Why?

Because MH is an amazing product, an incredible value – be it the entry level “shade and shelter” homes to the most elegant higher end HUDs or upscale MODs. We don’t have to exaggerate what we sell in order to sell a lot of them.

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Our team already helps the industry and operations like yours sell more homes every year, and we’ve done so for years, through the truth well told. To See the Latest on location-based Educational and Insightful MHLivingNews.com, click here or the image above.

Be it B2B or B2C, the truth well told about manufactured housing is by far the best approach. In fact, our new home products are So Good, that there are times that Understatement is useful.

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In your marketing, and in selling – think about the truth well told. The more you learn to compare our product to the other options in site built housing (and we don’t mean FAB selling here, more on that another time), the more your sales will grow. ##

Programing Note: watch for our rapidly approaching new August 2016 issue of MHProNews, until then, check out the many featured articles on the MHProNews.com homepage.

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Photos from NY Housing Association annual meeting. Tony is a popular speaker on manufactured housing topics.

By L. A. ‘Tony’ Kovach.

Marketing. Sales. Manufactured Housing. Modular Homes.

Get Enhanced B2B and B2C Results.

Tony is the award winning Managing Member of LifeStyle Factory Homes, LLC.
Publisher of Industry leading 
MHLivingNews.com,MHProNews.com
and 
Inside MH video series.
MHI member, elected MHI Suppliers Division board member.
Consultant and service provider to the MH industry.

Office 863-213-4090.
Connect on LinkedIn –
https://www.linkedin.com/in/latonykovach

Publisher – MHLivingNews.com and MHProNews.com

It’s #1! Get our industry leading, free, Twice Weekly emailed news, tips updates (our emailed Newsletters look like this) – sign up free in seconds at MHProNews.com/Subscribe. 

Cash and Good Credit Customers Want EVIDENCE – Why MH Testimonials Matter

June 21st, 2016 No comments

Let’s be candid. You can say all kinds of great things about your business. But what matters more to a retail shopper is a testimonial. Its not that they won’t listen to you, but some studies suggest that the impact of a third party testimonial is 7 times to 8x greater than just your own marketing message.

Here is an actual example from the MH World, in Westville IN.

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Recommendation delivered via LinkedIn. See http://www.linkedin.com/in/latonykovach Let’s note that Tom and the Fath family have done a ton of good work. They were receptive to trying new appraoches, and they embraced them in a positive, professional fashion. Success in any venture that involves multiple people is always a result of good team effort, the Fath family underscores the truth of that statement. The Fath’s executed on a good plan!  Kudos to them.

 

This client is not the only one, there are more!  But they’re among those who’ve discovered what it means to have a total marketing and sales process geared to attracting the site built buyer.  Testimonials and the right kinds of vidoes are just part of that attraction-marketing/sales plan. FYI – a third party testimonial is one done by a third party, not one done as a kind of an ad for the operation in question.  See MHLivingNews.com for more examples.

Keep in mind the average site built buyer has a credit score north of a 720 FICO

Note that the client above historically did retail – they had a separate MH Retail sales center. Now they’re doing only in community sales. Might they go back to doing ‘street retail?’ Time will tell!  But this process is working for retailers, communities others in MH.

Marketing and Sales should dovetail. You already are getting customers who are – what we lovingly call – the MH shopper.

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Using the current seasonally adjusted annual rate (SAAR) from NAR, NAHB and US Census Bureau, new MH is only about 11% of all new single family housing starts. It is only 1% of all new homes and existing, resale homes. That’s sad, but it also is opportunity in disguise. You can really grow your business with the correct systems in place.


But the reality is that the new MH shopper is only 1% of the total of all new and resale home sales in the U.S. Who says? Industry stats – National Association of Home Builders (NAHB), Manufactured Housing Institute (MHI), Manufactured Housing Association for Regulatory Reform (MHARR) and National Association of Realtors ® (NAR).

Here is a powerful consumer testimonial video.

Not all testimonials have to be from consumers. Here’s one from a housing inspector!

The site built customer shops for weeks or months before they reach out to you in a visible way. You have to have a long term engagement strategy. We can show you how that’s done.

The path ahead for YOUR community or for YOUR retail center is to attract and sell more of the site built customers. There may well be more MH shoppers now than 5 years ago. But there are 99 times more conventional housing shoppers than new MH buyers.

Want to grow sales sustainably and profitably in your market(s)? The combination of the right marketing, the right sales system – that’s the key for advancement.

Oh, yes! Speaking of testimonials, check out Wayne Coakley’s article this month on the power of video testimonials. You’ll be glad you did.  ##

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Near capacity crowd gave two thumbs way up for the live presentation on MH Marketing and Sales at the 2016 Tunica MH Show. Video report, click here.

By L. A. ‘Tony’ Kovach.