Posts Tagged ‘retailers’

6 million Reasons Manufactured Housing Sales Should Grow Now

November 15th, 2014 No comments

Here on the Cutting Edge of Manufactured Home Marketing and Sales blog, we tend to focus on topics that can drive more business for retailers, communities, developers – and by implication – those producers, lenders and vendors who serve them. Today, we'll look at 6 million FACTS the should all point to why manufactured housing (MH) should grow to levels 5 to 10 times what they currently are.

  • Realtors ® are complaining that there is a shortage of affordable homes in their market.
  • In some markets, conventional resale housing is being sold within days of being listed by a Realtor ®.
  • The Seasonally Adjusted Annual Rate (SAAR) for existing housing (think house/condo/townhouse etc. resales) for 2014 is over 5 million.
  • The SAAR for multi-family and single family new housing for 2014 is over one million units.
  • That's over 6 million total housing units in 2014. Rents keep rising. So too conventional housing prices. These are all FACTs.
  • And yet our manufactured housing product – which is appealing, less costly and greener – is going to finish 2014 under 70,000 new homes shipped?

Whether You Think You Can or Think You Can't You're right (1) (1)

Before you give yourself, your association or business an EXCUSE as to why you can accept such a pathetically low sales volume, remember too that RVs – which have a smaller target audience than MH and a higher cost per square foot – outsells MH by about 5 to 1 in 2014.

Before you accept an EXCUSE – like "lack of lending" – just remember that every specialty lender we have in MH has said publicly there is "no lack of capacity" for them to originate more MH loans!

Even U.S. Bank. – which just announced they are exiting MH direct lending – is doing so in part because of low loan volume. If there were another zero behind new MH sales levels, don't you think they'd be staying in the business?

Part of the problem in our industry is a "Lack of Vision" in MH of Biblical proportions.


The Industry must do better, meaning

YOUR Business or Association must do better!

In our paid training sessions for clients, we begin with the fundamentals, things like Attitude and Perceptions. The mind must be willing to accept the reality that we can sell more, before you will in fact sell and do more. If you think "I can't sell more because…" then you are right.

Any old excuse can do the trick.

Some people don't see what they don't want to see. Others don't see because of old habits, or a plethora of other causes.emelio-labrador-flickrcreativecommons=credit-posted-cutting-edge-marketing-sales-mhpronews-com-300x200- Which is why each of us often need help, we all need at times someone else to remove the blinders so we can see what we are missing.

As part of our training sessions for clients', we often do recruiting and training of of new sales people, women and men new to our MH industry. We can take a motivated, open minded person and coach them into selling more homes than people with many years of more experience in MH do. Why?

Because of the facts in the U.S. Housing market. Don't get me wrong, the current MH sales people often improve too, when they see just how reasonable it is for them to do something different to get a better result.

The point is that – veteran or newbie – anyone motivated to do more, willing to learn more can. We have the right product with manufactured housing and the right time for it. The fact that we have to work smarter to sell more, well, its worth it.

See and Hear for Yourself!

If you are an association or business executive, leader, owner or manager, come to the 2015 Louisville Show. Attend our free seminars on improving new business development via marketing and sales based in the real world, not the "I can't world."spaceshoe-flickrcreativecommons-posted-cutting-edge-marketing-sales-blog-mhpronews-366x275- 1 Listen to a guest we will bring who will tell you how our common sense system is rapidly improving their MH sales.

They are not alone.

If there is a hunger burning inside you to sell more, do more, profit more, you'll be at the 2015 Louisville Manufactured Housing Show, the single best attended event in the U.S. in MH! if you've not been to the KEC and the Louisville Show lately, it is All Indoors, for your shopping, networking and educational comfort!

Remember, there are some 6 million reasons your business should grow. Let's be honest, there are actually more than 6 million, because that number is how many housing units will be built or sold this year.

Will you fight for the crumbs, or join the crowd looking for the bigger piece of the pie? See you in Louisville in January 2015? ##


(Image credits: Top – Wikicommons, next 3, FlickrCreativeCommons)

by L.A. “Tony” Kovach.

Manufactured Housing and IGA’s Success Lesson

October 25th, 2014 No comments

Imagine America during the Great Depression. There was virtually no federal social safety net then!

Great-depression-credit-common-wikipedia-posted-on-mhpronews-comWhile there has been suffering in the U.S. in what many call our recent "Great Recession" which began circa 2008, let's be honest. The great Depression days were far worse.

This pair of photos from WikiCommons might help someone not familiar with the Great Depression begin to understand how tough it was then, versus now.

Soup lines, rough housing, jobs were hard to find and low paying.

It was in this sad economic environment – far more challenging than what we've had since 2008 – that IGA was formed. Let's see what lessons for manufactured housing professionals in organizations of any and all sizes the IGA story may hold.


Wikipedia states the following about IGA, which is short for Independent Grocers Alliance.

iga-logo-posted-on-mhpronews-com"IGA is a brand of grocery stores active in more than 30 countries. Contrasting with the chain store business model, IGA operates as a franchise through stores that are owned separately from the brand. Many of these stores operate in small town markets and belong to families that manage them. It was founded in the United States as the Independent Grocers Alliance. The headquarters are in Chicago, Illinois."

"IGA was started in May 1926 when a group of 100 independent retailers in Poughkeepsie, New York, and Sharon, Connecticut, led by J. Frank Grimes, organized themselves into a single marketing system. This group quickly expanded, and by the end of the year there were more than 150 IGA retailers. In 1930 there were over 8,000 grocery stores using the IGA name. The company uses the "Hometown Proud Supermarkets" slogan. Today, many IGA grocery stores are still located in smaller cities and towns throughout the United States."

IGA is not the powerhouse today that it once was, for a variety of reasons. But for decades, IGA grew rapidly and often dominated the landscape in the huge grocery business. It provided marketing, savings and other benefits to its associated grocers, so it paid to be a member of IGA.

In manufactured housing today, there are several 'buyers groups' that offer its members specific advantages, including lower costs on homes through volume rebates and/or other discounts.

We also have state and national associations, which offer a different range of benefits that include networking, educational and political lobbying.

What we don't have – yet – is a similar, formal alliance for MH akin to what IGA was for grocers. Thanks to the Internet and modern technology, that can now rapidly change in a way that would benefit all involved.

How can this model be applied to the manufactured housing Industry successfully today?

MHRetailers, MHCommunities, MH Associations, factories and service providers – Come to the Louisville Show in 2015 and see!the-road-to-success-mhpronews-louisville-manufactured-home-show-january21-23-2015

Your operation may be soaring, struggling or somewhere in between. You may be starting up in business, or ready to wide down.

Whatever your status, your business is worth more – duh! – when it is profiting more.

Learn how the successful IGA model can be applied to Manufactured and Modular Home sales at the 2015 Louisville Manufactured Housing Show. Yours truly will show you how we can grow your business and others, the smart way.

As an MH retailer, community or builder/developer, odds are excellent you can enter the show free.

Please see the Louisville show website for details and to pre-register free. Some 2,500 industry pros came to Louisville in 2014, far more than any other industry event! There are good reasons the crowd keeps growing. We hope you will come and see why the Road to Success starts in Louisville. Free pre-registration link is here. ##

(Great Depression Image Credits: WikiCommons)

l.a.tony_.kovach-publisher-manufacturedhomelivingnews-com-mhpronews-com-mhc-md-com-1by L. A. 'Tony' Kovach

Selling $2,000 – $20,000 “Mobile Homes” vs. Selling $40,000 – $200,000+ Factory Built Homes

January 5th, 2014 No comments

It is amazing that so many in the manufactured housing industry are stuck selling homes priced under $30,000. Don't get me wrong! Any sale that fills a vacant home/site or moves another home out of a street retailer's inventory is good. But until the majority of communities and retailers learn how to selling homes priced from $40,000 to $200,000 plus, our industry will continue new home production levels at historic lows.

Is there a way to sell more “residential” style homes without abandoning the pre-owned and entry level VOG homes most sell? Yes there is!

We know from real world experiences from coast to coast and border to border that factory built homes can compete head to head with conventional construction. Nor are we or are clients the only ones! There are operations that 'get good' at attracting customer who have good credit or who can write the check for a nice 'residential style' manufactured or modular home.

Bottom Feeding or Going for the Gold?

The Harvard study on rental housing, 10,000+ baby boomers retiring daily and the need for 20,000,000 new housing units by 2030 are all factors that point to a huge opportunity for a manufactured housing industry slowly coming back up to some 60,000 new home shipments per year.

Our experience shows that by reaching out to a broader mix of customers – not abandoning the lowest rungs on the housing ladder while reaching out with appropriate marketing to the better qualified customers – can work!

In his exclusive interview, A Cup of Coffee with…Rick Rand, the award winning community owner/operator referenced 'bottom feeding.' This was a reference more to credit worthiness, and was not meant to be a put down to anyone, but rather points to the fact that so many in our industry fail to attract the more credit worthy customers. As more CFPB regulations kick in during January 2014, the need for retailers and communities to attract better credit customers or those who can pay cash becomes ever more clear.

In the interview with Hall of Fame inductee and highly successful independent retailer Mike Evans, training is part of the key that makes for their success.

At the 2014 Louisville Show, a number of seminars will be presented that are geared towards introducing communities, retailers and builder developers to facts and systems that work today to improve image, attract better qualified customers and sell more homes.

The traffic on the Louisville Show website tells us that the #1 page being accessed after the home page is the seminar page! Industry pros are pre-registering to attend the show in record numbers post 2010, and the seminars are expected to be robustly attended.

The map to the seminar rooms at the fabulous Kentucky Exhibition Center (KEC) is shown below.


At the Louisville Show, on Wed at 11:10 AM, immediately after the finance seminar, we will present a FREE session introducing some of our free, low cost or good ROI ways to improve image and grow results.


You won't learn all our proven methods in less than an hour, but you will discover more than enough ways to improve and grow your business!

Don't take my word for it, see for yourself why we've received literally hundreds of Linkedin endorsements and dozens of recommendations over the years. See for yourself at the page linked above or throughout the website.

Then on Thursday, if you are in the MHC business, make sure you attend the Lesson's Learned session lead by MHC veterans! You can learn more at this link, and we will announce more details on that days ahead.

Financing you can use TODAY, Marketing and Sales tips and MHC insights from proven pros, all this and more awaits you at the 2014 Louisville Show…just 2 weeks away! Mark your calendars, change your plans, don't let the weather scare you away from the indoor comfort of the most popular venue in manufactured housing in 2013!

Selling $2,000 to $20,000 homes is easy. Discover at the seminar above insights into our proprietary system that we use to market and sell the $40,000 – $200,000 plus homes, including high end homes in land lease communities!

When we are not in the seminar room, you will find me/our team at booth #115, right by the main entry doors. Please do stop by to say hi, and you can collect something special that can help you grow your results in 2014. ##

PS: Check our many Exclusive and Red Hot Featured Articles for January and see the other new stories at too.

L. A. "Tony" KovachL. A. 'Tony' Kovach | |
Business and Public Marketing & Ads: B2B | B2C
Websites, Contract Marketing & Sales Training, Consulting, Speaking: | | Office 863-213-4090

Connect on LinkedIN: 

Shopping with Soheyla, Savvy Holiday Tip!

December 8th, 2013 No comments

(Editor's note to: Regular Cutting Edge Readers, we will pause this week, to present a special Shopping with Soheyla! We will return to our regular topics next week, but do read this, because it ties into everything that we pros ought to do!)

s-shopping-with-soheyla-75x75-mhstore-In the inaugural Shopping with Soheyla! readers were teed up for a savvy shopping tip. We also peeked at how we could shop our way to success in manufactured housing. We will begin with a number Tony shared with me, which was quite amazing. If just 10% of all manufactured housing pros shopped online with our savings-focused MHStore – using the same sites you may already use – we could start a half-million dollar marketing campaign to boost the industry. You should be that 1 in 10!

Tony will tell people in Louisville how much can be done with that $500,000. It is more than you might imagine, because it will improve the image of our industry and thus boost sales for all involved.

Enough of that for now, because now it's time to stop and shop!


s-shopping-with-soheyla-75x75-mhstore-I teased you with the true story of a perfume, purchased at Northbrook Court in Glenbrook, IL – sold as an exclusive in a store north Chicago suburb. $175 at the time and worth every penny. But when I was ready to buy it again, I went to eBay and found it for $65, same box, same bottle, same scent, full guarantee, everything!

This isn't my only super-bargain, brand new-out-of-the-manufacturer's box find on eBay! Once a red-hot site, many have now "forgotten" about using it. Don't be one of those who overlooks it, using eBay can save you money! 

Click Here

You try it! Compare and see for yourself the next time you want to do some bargain hunting for the same name brand items.  Only you can and should pay less!

Next, is Amazon! You may already use Amazon for books and other of the tens of thousands of more name-brand bargains.

The make it a point to shop Amazon through the MHStore! When you do, you will be supporting the MH Image and Education Campaign! (MHIECampaign)

Before you start to shop, just click through the MHStore!! When you do, about 2% of what you buy will support the MHIECampaign.

Please stop by our booth #115 at the Louisville Show and say hi. Get a free photo you can use in marketing with our son Tamas. It grabs attention for the retailers and communities who have done this!

More shopping tips are coming your way. 🙂 See you again in our next episode of Shopping with Soheyla! ##

s-shopping-with-soheyla-75x75-mhstore-Soheyla Kovach does IT/Webtech and support services for Lifestyle Factory Homes, LLC, the parent to and,black-friday-christmas-sale-savings-online-walmart-best-buy-amazon-ebay-orbitz-cheapo-tickets-car-hotel-rentals-travel-150x150 among other online factory built housing industry focused platforms.

Soheyla was once 'scared' to shop online, and now she loves it! Come Shopping with Soheyla. Brag about your treasures and finds through the MH Store and please put Shopping with Soheyla in the subject line, thanks! Or call 863-213-4077. If you go to voice mail, please leave a message, Soheyla may be shopping!

What Avis, Hertz, Budget and National Rental Car Companies can teach Manufactured Housing

October 26th, 2013 No comments

A recent client-connected trip took me to Phoenix's Sky Harbor airport, so my travels also took me to what looked like their new rental car center. All of the major rental brands were there – Avis, Budget, Hertz, National – plus some that you seldom see or were new to me, such as Fox, Payless and Sikt.

What they all had in common was they were sharing this new, centralized, clean and appealing facility. But doesn't that happen in many airports from coast to coast? Don't we see rental car companies – competitors! – gathered near a location, all side by side?

Why would competitors do that?

Good question, let's look at a few reasons.

  • Easier for customers to find the location
  • Shared (read lower cost, more effective) marketing
  • Shared (lower cost) overhead for this kind of quality facility, which provides a…
  • Better customer experience.

Lessons for MH?

Something similar happens at trade shows, such as the approaching 2014

But most trade shows are only a 2½ day event. Where is their a similar cooperative effort the other 362½ days of the year?

The National Association of Realtors (NAR) and Google study, downloadable from the link below, showcases that some 90% of home shoppers are doing some or all of their shopping online. Some research puts that number at 94%, but either way it's high!


Manufactured Home Retailers, Communities, Lenders, Builders, Associations and Suppliers/Vendors of all kinds can each benefit from the obvious concept of having an image/educational web portal that can mimic in cyber-space at a very low cost what the rental car companies do.


The new has started what time will reveal to be an important step forward for our industry. Attend the free seminar at the 2014, to see how YOU can benefit – free or at a low cost – from this ever more popular resource.


The lessons for manufactured housing from the rental car example are clear. We could sum it up with this acronym, T.E.A.M. = Together Everyone Achieves More. ##

PS: Check our many Exclusive and Red Hot Featured Articles for October and see the other new stories at too.

L. A. "Tony" KovachL. A. 'Tony' Kovach | |
Business and Public Marketing & Ads: B2B | B2C
Websites, Contract Marketing & Sales Training, Consulting, Speaking: | | Office 863-213-4090 

Connect on LinkedIN: