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Posts Tagged ‘online marketing’

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

Foreigners!

November 18th, 2012 No comments

Those who come from a 'foreign' land speak and sound differently than we do. When they learn English, it is their second language. It takes some time to learn how to communicate effectively, so that natives and foreigners understand each other.

The same principle often holds true in business.

We learn a way – "our way" – of doing business. We express or communicate that a certain way. When we hear a new way, it may sound strange, almost like a 'foreign language.'

That experience of something being foreign or different doesn't make what is new right or wrong. It means one must first seek to understand or learn the new idea, lingo and terminology. Once learned, the once foreign concept may make good sense, if properly applied.

One key to such new ideas is to approach them with an open mind. This is often easier said than done. We are used to doing something 'our way' ('my way,' etc.). But if we are unwilling to consider or try what is new, then we are limiting ourselves – perhaps robbing valuable solutions from our business – in the process.

Competition

While held in disdain by some, competition truly is a good thing. A person or a company decides to strive for excellence. Over time, they perform at a level that makes a comparable person or operation "look bad."

The fact that some in a market, arena or field do better than others is proof that other can too. As a successful man share with me, the principle of 'prove one' applies. As soon as you can accomplish a result, you've proven it can be done. Once proven, it can be refined and improved.

Trapped by old ideas

posted on mhmsmThe most common thing that holds owners, managers and professionals back is a lack of willingness to try what is new or different. So there tends to be four broad groups.

First are the leaders. By following a new path that they have tried, tested and works, these may build up an edge so wide that other competitors may never match them. Think McDonald's, Facebook or Amazon as examples.

Then there are those who watch their competitors. They see some new approach tested, they follow suit. If they work hard, they demonstrate that they can do it too.

There is a third group, often larger than the other two. This third group will in time buy into the new idea. But they do it later in the curve. As a result, they often may not benefit as much as the first two groups.

Then there is the fourth group. These are like the buggy whip manufacturer. They don't change at all or not in time. They may fail and go out of business as a result.

Manufactured housing

It is self evident that manufactured housing has gone through a cathartic experience in the last 14 years. This is a wake up call for those who remain. Some have learned to adapt and thrive. Others, may only survive.

That there are thrivers proves that the open mind to success – by embracing what at first seems foreign – you or others can advance and thrive too.

Marketing. Sales. Management. Training. Are you doing things the same old way? Are you hoping for the cavalry coming to the rescue? A different, better result without making any changes? Isn't that just wishful thinking?

Positive changes comes through an open-minded willingness to learn and do what is new. What is foreign shouldn't scare you off! This is true in online marketing. It is true in all marketing, sales and management systems.

So long as the new is ethical and positive, it ought to be embraced. History proves that sooner is better later than later!  

Speaking of foreigners

pilgrim-indian-thanksgiving-flickrcc-credit-enokson-posted-mhpronews-com-cutting-edge-blog…our ancestors or us were all foreigners here in America at one point in time.

Safe travels and enjoy Thanksgiving with those whom you hold dear. ##

PS: Check our many Exclusive and Red Hot Featured Articles for November and see the

other new stories and 'Purely Political' cartoons 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

White Hat, Black Hat SEO

September 5th, 2012 No comments

Print: newspapers, magazines, yellow pages, papers, brochures or mailers.  What do they give you that the Internet can't? Paper cuts?  Ink on your fingers?  With the web and the right analytical tools, a professional can give you accurate statistics that print alone can not deliver.  With that quick backdrop, let's take a look at the topic of white hat vs. black hat SEO.

SEO is short for Search Engine Optimization.  If I have picked up a printed piece and I want to find something – say in a newspaper or magazine – I have to hunt for it. It may not even be there, with print you don't know until you hunt and even if it is there, you may miss it.

But with the web, as billions of people already know, by using a specific set of key words, I can search for a topic, business, service, product, name etc..  Using a search engine like Google, Yahoo or Bing will take you right to a link for a web page that print can't do.

Using the right analytical  software, extensions or plug ins, we can know how many impressions and how many click throughs are obtained from a certain page, article or banner ad.  With print, there are indirect measures possible, but they cost extra. There is currently no direct way of knowing exactly how many people see (think “impressions”) or respond to a message, ad, mailer or article that is in print.

Impressions

Sometimes a little knowledge is a dangerous thing. Many who have some tech knowledge ignore impressions in online marketing analysis, to their detriment. You want to know both the “impressions” – how often your banner, for example, is visible on a site – as well as the click through number. You can't get a Click Through Rate (CTR) without first having both of those other statistics!

Further, scientists have known for decades that the mind subconsciously sees virtually everything in a room, street, open magazine or web page, etc. So 'impressions' do add up to a subtle subconscious influence. Just as that little jingle helps you remember a commercial, so too the total number of impressions over time helps your target audience remember your firm at the time that could be important for you to engage and do business.

Measuring Results

“You can't manage what you can't measure.”

We as business professionals speak of measurable results.  Politicians can make bold claims – may tell or bend the truth, or even lie – but then can try to spin or obscure their results to make it harder to measure.  By contrast, in marketing by using proper –  white hat – online methods,  you can set short, medium or long term strategies that yield measurable results.

Done right, those results will positively hit your bottom line.

With a high ticket product like a manufactured home – or commercial real estate services, such as listing and selling MH Communities (MHCs or 'mobile home parks') – sometimes a modest one year investment can yield a result that will repay you manifold with a single transaction.

With a lower margin service – say skirting or a manufactured home owners policy – you may need to hit many transactions to accomplish your proper return on investment.

Organic vs. Paid Results

The simplest way to explain the difference between paid and organic results is to show you.

manufactured-home-communities-search-results-mhlivingnews.com-mhpronews.com-cutting-edge-blog-marketing-sales-management-

White hat, Black hat SEO

Do you remember a couple of Christmas' back, when JCPenny often came up high – as in on page one, result one – in organic SEO results?  It was alleged that JCP had used 'black hat' SEO tactics to get them that organic, or unpaid, search result.  It was also said that once caught, the search engines punished JCP and they suddenly vanished from page one, buried much deeper in the organic search engine results.

Black hat SEO can yield a result, often quickly.  We won't say how that JCP result was accomplished. We won't say if the firm was duped by their provider or if JCP allegedly knew what they were doing.

What we will say is that either way, using black hat SEO is a little like a fire cracker.  It can be fun, even impressive.  But if it goes off in your hands, ouch!  It's hospitalization time!

By contrast, white hat SEO can yield a good result too.  One difference is that it doesn't blow off your fingers or injure you in some other way.

White hat SEO should include short, medium and long term strategies.  Done properly, it requires a closer collaboration between the service provider and the client company or organization.  If the client firm isn't tech savvy, then you better pray that your provider knows the manufactured or factory built home industry, AND their own tech stuff!  Otherwise, you can end up with (perhaps) a nice looking webpages that gives you little or poor results.

The right words, the right number of times, the right way

You may have the best photos, graphics or services in your market area.  But what if you put your message out there the wrong way? Or without the right keywords and SEO strategies? There is more to SEO than just using a few keywords!

What does such work cost? The simplest suggestion is to say, set a budget for yourself. Then sit down with pros who know and see how much that budget can get you. Let's give an example.

We noted in the screen capture/graphic above that Equity Lifestyles (ELS) came up tops in the unpaid or “organic” mobile web search result for “manufactured home communities.” A huge company like ELS – BTW, a firm which we track in our Daily Business News stock market report (see graphic below) – is one that likely has a large budget for inside/outside marketing staff that would include IT/Webtech. It would be no surprise if they pay 6 figures annually for getting such web services that provide such results.

Some large firms literally pay millions for their web-work every year. But they may make billions as a result!

equity-lifestyle-properties-els-stock-report-mhpronews.com-daily-business-news-

Depending on the project, the costs don't have to be sky high. Good results can be had with modest investments of time, talent and treasure.

Whoever you work with – in house or outside talent – here are some questions that can help you find the right balance to get you where you want to go. The following is not necessarily in any order of importance.

  1. Who is your target audience?
  1. Is your target audience broad , very specialized or in between?
  1. What does it take to recoup and profit from your investment? How much closed business?
  1. What are you willing to do – via your time, your staff's or through contracted talent – to support the proper White Hat web campaign investment?
  1. Is the budget or plan proposed one that can reasonably provide enough results to yield a profit for your campaign?
  1. Are you hiring a firm to do a job once, or do you want ongoing adjustments, enhancement and support?
  1. Keep in mind that all marketing and selling involves 'test marketing.' If you are not able or willing to adjust to the results that you get, that is a little like buying a car and not putting gas in it when needed.
  1. Think short term, middle term, long term strategies.
  1. When you have tens of millions of possible competitors online, think in terms of targeted results and niches you can get more rapid traction. For example, ff you are a retailer in TX, unless you have someone moving from out of state – like from Maine or Minnesota – you really care more about getting a good result in your target market. See our graphics below for examples of targeted key words, but then apply that to YOUR business or organization.
  1. Don't just think 'SEO' only! While our SEO strategies are important, we have multiple legs we plan for ourselves and our forward looking clients. Think:
  • content,
  • social networking,
  • email,
  • blogging,
  • direct appeals,
  • indirect outreaches,
  • consider teaming up with others, etc.
  1. We don't want to scare you, but doing a good true campaign is a little like doing a business plan. The bigger the budget and goals, the more you plan, monitor and adjust for maximum Return On Investment (ROI) and success. If you have a modest budget, get someone who can shoot rapidly from the hip because they know your field.
  1. Be revealing to your service provider. This is a little like doctor-patient or attorney-client. The more they care about you, the more they understand you, the better they can do for you if they are good at their work. To round out our baker's dozen…
  1. Measure twice, cut once. Think it through, or have someone you trust think it through for you!

There is more, of course, than the bullets above, but it will get you started.

The Budget

Whatever you budget – be it hundreds, thousands of dollars, 5 or 6 figures – be realistic in your expectations. For example, we can and do dominate in many keyword searches, but certainly not all. In fact, there are some searches we don't mind missing entirely. The same is true for you too. See the screen capture/graphic below.

For those truly trying to dig deeper to understand this topic, there is a method to the madness that follows, so look closely!

 

manufactured-home-mhpronews.com-cutting-edge-marketing-sales-management-blog-

When you are in a crowded field, use targeted strategies that can maximize your results.

 

 

mobile-home-search-mhpronews.com-cutting-edge-marketing-sales-management-blog-

By using “quotes” around the keywords to yield a more focused result, you have 74.6 Million this time.

 

 

manufactured-home-marketing-sales-management-cutting-edge-blog-mhpronews.com-

In a big field, using quotes around your search will yield a more specific result. Try it!
Notice the first result of the 3 immediately above yielded 86.2 M results,
but the third one above yielded only 14.5 million results with the same two search words.

 

Targeting Topics and Key Words

We do non-disclosure agreements with our clients, so we can't show you those results, but we can show you some of our own results to make the points shared in this article.

Besides being a manufactured housing industry service provider (web and other manufactured home marketing, sales and management solutions/systems), we obviously are trade publishers too. Even as the most popular site of our kind, that doesn't mean we will always be number one for a search phrase. But if you can be on page 1 of Google in a search that can bring value to you, that is important.

When you are in the news, tips and views business, it can help to have some of the known people in our industry show up in your search results.

As you look at the below, think beyond the person or organization, think about how this applies to targeted words you would like to do well with to grow your results.

richard-dick-jennison-manufactured-housing-institute-mhpronews.com-cutting-edge-marketing-blog-manufactured-home-marketing-sales-management-

When someone is researching, they will often check beyond that subject's organization or company.
They will want to see what is on other people's sites about the research subject too.

To be equal opportunity, let's look at a MHARR (Manufactured Housing Association for Regulatory Reform) related search result below.

danny-ghorbani-mharr-manufactured-home-association-for-regulatory-reform-posted-mhpronews.com-

 

Jenny Hodge was recently appointed to serve as the executive director of the National Communities Council (NCC) division of the Manufactured Housing Institute (MHI). How do we do on that search?

jenny_hodge_search_mhpronews.com-cutting-edge-manufactured-home-marketing-sales-blog-

Now there is more than one lesson in the next result. We want to be politically sensitive, but at the same time, make a point that can help you plan your own online marketing strategies.

Are you teaming up with 'competitors?' If so, that can be smart. If not, why not?

If not and you can't or won't, wouldn't it be wise to be able to play off of a competitor's name?

The above questions are NOT a perfect analogy for what follows. But here is a search where we do better on page 1 of Google than the person's own company website gets for their own result. Not always easy to do, but it has powerful implications!

george-f-allen-community-investor-mhpronews.com-cutting-edge-blog-manufactured-home-marketing-sales-management-

How often you update your site or a topic has a lot to do with the SEO result.
Also, keep in mind that Google and other search engines are routinely
changing the algorithms or formulas that determine what gets shown on page one
and in what order. When we show a result,
we try to show the date and time, because it can change!

Are you or your web designer thinking mobile web? Smart Phones, iPad's and Tablets?

We recently started a new website – see below – that is focused on the public and manufactured home owners (Business to Consumer or B2C), vs. the Business to Business (B2B) audience here at MHProNews.com.

After only a few months, look at what is already happening. We put together a screen capture of this mobile web search result below.

manufactured-home-living-news-mhlivingnews.com-mobilehomelivingnews.com-

Again, there is a lot to this graphic and possible lessons.
By targeting someone else's page – that YouTube Video – we boosted that result!
The same can be done for you and your firm.
If you have the budget, think about a multiple website strategy!

 

 

tunica-manufactured-housing-show-mhpronews.com-manufactured-home-marketing-sales-managemnet-

We will draw to a close this topic with an example of a new client that is happy to be shown.

We have not yet started the formal work for this client, which is the Tunica Manufactured Home Show for 2013.

We just posted this press release style article linked above yesterday, and we are already on page 1, number 1 of Google for this search!

We mentioned above the importance of email and other types of support for your efforts. According to this Direct Marketing Association report cited below, in 2011, Email Marketing returned an average of $43.52 for each dollar invested.

email marketing 2011 $43.52

Just think, you'll never get that in Vegas! Vegas and other gambling spots are not built for winners, they are built for the majority who come and lose.

But with your own business, when you follow a professional, white hat SEO and other strategies, you can get a handsome return on investment. You have far more control over the result than when gampbling.

For clients with a big ticket sale, a single sale may pay for years of web or advertising.

Which will bring us towards the conclusion.

Teaming UP

Be it B2B or B2C, one of the smartest things that manufactured home professionals can do is 'team up' with others. Part of what the exercise above proves is that having many people – or companies – on the same platform draws greater numbers! If it was just Tony Kovach on this site, it might not be nearly as exciting as when you have 16 other articles in September alone, plus many more blogs posts – like Industry Voices or the Daily Business News – that feature a writer other than me and companies other than ours!

Frankly, there is overall no sites better suited for those teaming up efforts than MHProNews.com or MHLivingNews.com. Who says? Our clients do.

But the point is that it pays online to share the stage.

Everyone involved can win when you share the stage's benefits. It is like the wisdom of going to a trade show like Louisville or Tunica. When you have more homes, more products or more manufactured home retailers on a place like Shields Boulevard in Oklahoma City during their hey-days, it acts like a magnet.

Being where the action is can benefit everyone in the mix, when each is following a sound plan. We aren't talking about anti-trust here, we are talking about the legal and marketing savvy used in forming shopping centers and malls across the country!

Part of the wisdom of a site like MHVillage's is exactly such a reality. If there was only 1 home listed on MHVillage, it would be boring! But when you have thousands of homes every year that get listed, bought, traded, etc., it is always changing…

…now you are talking action that draws an audience. In their case, 45,000 visits a day.

When you are ready to grow your business, consider the value of white hat vs. black hat SEO and other internet strategies that should work hand and glove with it. Should you wish to talk with us, please fill out the form at the link below, or just pick up the phone and give us a call.

http://www.MHProNews.com/business-development/website-reviews

You can call the rest, but do call our specialized Industry's best. You'll be glad you did. ##

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
LATonyKovach.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

Haircuts, Hamburgers, Modular and Manufactured Housing

October 16th, 2011 No comments

We can't all give each other haircuts.  We can't all just flip burgers in restaurants.  Check out lines are necessary, but we can't all be in retail stores.  Someone has to produce something!  Producing nations – be it production in agricultural, energy, raw materials as well as goods (i.e.: manufacturing and building) – are historically more powerful, more independent than non-producing nations.

Haircut_wikimedia_commonsSo while you can have "a service economy," in fact, the service economy over time compared to a production economy – all things being equal – will tend to see the producing nation gaining in wealth and power.

To be sure, this is an over-simplification, one designed to make a point.  There are other factors, such as the political system one works in.  Part of what made America great and so rapidly growing after the Revolution was our freedom, relatively lower taxation and less corruption than many other nations. 

The point is that production is necessary for 'the wealth of a nation' and its people!  Sure we need teachers, doctors, nurses and scientists.  We also need people who build homes, buildings, cars, computers, shoes, clothing and those who produce on a farm, ranch, etc., etc..  When we have more people making and producing – intellectual production can count too – then we can actually have more people giving haircuts and hamburgers (service jobs), who can make more money doing it. 

What does this have to do with marketing modular and manufactured housing?  Plenty! As you will see below.

While America has had a long love affair with the automobile, housing is a far more important part of the U.S. economy than cars.  The basics of life are food, clothing and shelter.  While transportation is important, you can transport people in many ways.  By contrast, housing is necessary for survival.

Potential Market Demand for Housing, Factory Built and other

A smart marketer (or business owner/executive) wants to know many things, including the need for the product or service he or she wants to promote.  The marketer also wants to know what the potential demand for the product or service can be.  With that in mind, let's take a look at some facts.

On October 9, 2011, we had 312,387,546 Americans according to the U.S. Census Bureau's population clock. More facts:

        OCTOBER 2011
   
    One birth every………………………………………………….   8 seconds
    One death every………………………………………………   12 seconds
    One international migrant (net) every……………… 45 seconds
    Net gain of one person every…………………………..  13 seconds

Look at the population patterns since 1980:

    Year.   Population.          %/+

    1980    226,545,805        11.5%
    1990    248,709,873         9.8%
    2000    281,421,906        13.2%
    2010    308,745,538         9.7%

What does all this mean?  By July 1, 2030, the United States Census Bureau says we will have a population of 363,584,435, less current population of 312,387,546 yields a net gain of an estimated 51,196,889

Side_walls_are_constructed_and_Placed_onto_Floor_System wikimdia commons posted on MHProNews.com Cutting Edge in Online Marketing Blog

 

Using the current 2.57 people per household, we will need 19,920,968 new housing units by 2030, PLUS the need for the number of homes that will be retired or lost due to fire, natural disaster, deterioration and similar factors.

If manufactured housing captured an average of 20% of this market need for housing, we would have to build 3,984,194 homes by 2030.  This is roughly what the Industry has averaged in as our housing market share in the past 20 years, so this is not an unrealistic number.

That is 209,694 homes a year.  That's roughly 4 times what we are currently producing! 

We would need to add about 150,000 jobs in factories alone to meet that need.

That would mean whatever your part of the Industry is, you would need to do about 4 times more business, or in the case of manufactured home land lease communities, you would likely be full and adding sites where possible.

Frankly, I believe we should be targeting a lot more than 20% market share.  But my point is even at 'historic' levels, those who survive have the opportunity to thrive.

Problems spell opportunity in disguise

Ladies and Gentlemen, we can't get bogged down in thinking about just the current housing downturn and the forclosure glut the media loves to focus on.  In fact we are awash in opportunity in the housing business in the U.S. alone.  But let's not forget the need for housing in other parts of North and South America. Think about the housing needs of Asia (where 60% of the world's population currently lives), or Africa, Europe,  Oceania and the rest of the world.  We could be shipping homes overseas, IF we get our 'act' together as rapidly as possible.

With incomes down and population rising, American home building – in factories! – offers a huge opportunity.  Energy and other sectors of the economy are important, but we are in some phase of the factory home building industry and we can uniquely able to serve every part of the population.

A smart business professional should think about a two parallel paths to present and future success.

Path 1: A Plan to grow your businesses' share of your location's housing market. 

Plan 2: A Plan to advance the image, acceptance and thus marketing potential of factory built homes.

To summarize, the facts support the reality that housing is heading for a boom.  With so many site builder's decimated and out of business, manufactured and modular construction may be uniquely well poised to take advantage of that coming boom.  300 factories now shuttered in the last 12 years could rapidly be tooled up and re-opened. 

But we have to deal with and implement a marketing and image program in order to achieve that potential!

Path 1 is the subject of our popular Dominate Your Local Market Seminar that was presented at the recent Texas Manufactured Housing Association and New York Housing Association annual meetings.   It is supported by the Attracting More Customers  with Good Credit Seminar that will be presented Wednesday, October 19th at the Indiana Manufactured Housing Association's annual meeting.  If you are planning to attend, please say hello after the presentation and share your feedback.

Path 2 are reason we should be pursing the MH Alliance/Phoenix project, so we can boost sales and improve results now, and continue to do so on into the future.  Read a news story about the project here.

To learn how we can help boost your marketing and business results now, click here.# #


blog post written by
L. A. 'Tony' Kovach

http://www.linkedin.com/in/latonykovach

 

Set aside time for online marketing

April 20th, 2011 No comments

footballs and online marketingWhat if you had to carry around a football all day, everyday. And at random times, 300 lb. men would come out of nowhere and tackle you. Do you think at some time, you’d drop the ball? I’d place the odds at close to 100%.

OK, so you have a million tasks you perform everyday in your business. One of them is taking care of your online marketing (the football). All day, random things come flying at you (the 300 lb. men). Think you might drop this ball? If you’re a normal, red-blooded human you will at some point.

Setting aside specific time for important tasks is the only way to be sure they get done. Setting a habit not only leads us to doing certain things at certain times, but also gives us that gnawing “something isn’t right” feeling when for some reason (distractions?), it doesn’t get done.

What tasks need to be done on a daily basis is determined by the requirements of your online marketing strategy. Consistency brings results. If you set your strategy to require daily actions, do them every day. If weekly, do them at the same time every week. If monthly, again be consistent, but don’t expect anywhere near the results of doing them daily or weekly.

Online marketing is not rocket science. It is the result of doing several little things over and over again. The magic is in the cumulative effect of those small efforts over time.

Whatever your online marketing strategy is, be sure to build enough time into your schedule on a consistent basis and you’ll see results before too long that will last well into the future.