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Posts Tagged ‘Sales Management’

MH Growth Depends on 2 Things

October 19th, 2015 No comments

Let’s over-simplify and state the obvious. MH growth depends on 2 things:

1) enhanced performance by any given professional; and

2) greater acceptance, interest and demand for MH by the home buying public.

Both of those 2 have what we could call education in common.  Each of those can be done on the personal, location, state, regional or national levels.

No attorney, MD, accountant, teacher or almost any profession you can name gets educated once, and then receives no more training or education. Why should anyone in MH think our industry is different, when mechanics, tradesmen and others need routine added training?

RVs sell for more per square foot than MH. They have a much smaller target audience than MH. So why are they outselling MH now by some 5 to 1? 

Key reasons include: more training, public promotion (marketing, PR, trade media, etc.), resources, allocation and image building. 

By the way, we could clearly list other things needed by MH, such as: builders, lenders, service, suppliers, brokers, consultants, insurance, executives, etc.. The focus on these two in no way diminishes the need for numerous others.

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David Mackenzie Ogilvy CBE was an advertising executive who was widely hailed as “The Father of Advertising.” In 1962, Time called him “the most sought-after wizard in today’s advertising industry.” Wikipedia.

7 David Ogilvy’s Quotes (The Father of Advertising)

  • The consumer isn’t a moron. She is your wife. (from Google…)
  • Good copy can’t be written with tongue in cheek, written just for a living. You’ve got to believe in the product.
  • It is flagrantly dishonest for an advertising agent to urge consumers to buy a product which he would not allow his own wife to buy.
  • Never stop testing, and your advertising will never stop improving.
  • There are very few men of genius in advertising agencies. But we need all we can find. Almost without exception they are disagreeable. Don’t destroy them. They lay golden eggs.
  • Much of the messy advertising you see on television today is the product of committees. Committees can criticize advertisements, but they should never be allowed to create them.
  • There is no need for advertisements to look like advertisements. If you make them look like editorial pages, you will attract about 50 per cent more readers. (from QuotationOf…).
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Photo credit – Wikipedia. Graphic text – Cutting Edge Blog, MHProNews.com-

Each of the 7 above are part of what we do daily on MHLivingNews.com and in our custom MH Marketing/Sales Training Programs.

‘MHs are Not RVs…’

Duh! Of course not. We aren’t automotive, but there are many takeaways from the auto-industry possible too.

The analogies and insights between MH and RVs are useful, in part because of the common history. RVs made their move in the 90s to promote themselves and their industry, to avoid their routine downturns due to fluctuations in fuel prices and other economic factors. Its worked for RVs. MH has talked about it off and on for roughly 40 years. And talked, and talked…

…until MHLivingNews.com was born about 2½ years ago. Its been mostly the past year or so that the focus on Inside MH Road Show videos, interviews and pro-MH articles, etc. has taken root.

  • Who better to tell the MH story than those who live in manufactured homes, and love them?
  • Who better to tell the MH story than experts and officials from in-or-out of the industry that respects and understands the construction, safety and value?
  • It’s smart to have a growing collection of appealing video and factory tours that tout the MH advantages, while dispeling myths and outdated facts in the process!  As the videos and articles collection grows, you end up with stories told that connect many times with each of the 4 prime personality types. Stories often stick with people better than an ad tends to do.
  • Visitors keep coming and the numbers are good! Retailers and communities are reporting closed sales as a result.

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MH Builders, Communities and long time MH Retailers – think about this…

No one has to explain what an apartment, condo, duplex or a house is – most looking for them, know what they are. They know they ‘want’ what they are looking for with those housing options. The same is true for products in automotive, RVs, computers, hand-held devices, etc..

MH is unique, in part because it is so widely misunderstood. MH pros as a rule don’t attract the same qualified buyers you see shopping for RVs. We need a different approach than others do.

You may want to attract people to your retail center, community or to have them consider your homes. One has to get past that image issue, just to be considered! You may be investing big bucks in an MHC or other location/operation, and are wondering…why aren’t I attracting a better clientele?

That’s the image issue, but image and training are opportunities in disguise.  They are a vital compliment to all of your other investments in your business.

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I know of no other MH marketing and training operation that has proposed – much less already has! – a comprehensive approach to attract, market and sell manufactured and modular homes to more cash and credit worthy ‘site built’ style customers. We are it. There are fine firms out there doing this or that, but who else in MH has put together a total package program?

Do you even know of a factory that has created an effective, total program to attract, market and sell to the more upscale residential housing customers; to have them truly shop, consider and then buy MH? Sure, lots of marketing is going on.  But a truly comprehensive program that brings in the more qualified buyers?

To achieve solid growth, that has to change. We’re changing that day-by-day with our clients, one location at a time. That’s the wise path ahead.

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There are two things needed to grow sales and bottom line results.

1) Improved professionalism (sustained training) and

2) enhanced marketing (education/image building that attracts more upscale customers.)

We’ll be exploring that here on the Cutting Edge blog more in the days ahead.

For those who need a

  • new or updated website,
  • marketing,
  • videos,
  • sales recruiting,
  • sales training,
  • consultant,
  • event speaker in MH,

talk to us and compare.

When you use our services, you’re supporting this platform and MHLivingNews.com.  Both benefit your MH Industry.

The rising tide lifts all boats, but especially those that travel the savvy short cuts like the Panama or Suez Canal. Call and/or email.  ##

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Photos from NY Housing Association annual meeting. Tony and team will be at the 2016 Tunica MH Show, among other upcoming events. Tony has recieved over 1000 LinkedIn endorsements and recommendations.

L. 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 | latonyk@gmail.com |

A Key to MH Recovery? Protecting Used Home Resale Values!

September 4th, 2015 No comments

Imagine this.  A retired couple with plenty of resources, they want to downsize and are considering a manufactured home in a nice land lease community. They go to look. They like the property and location. They find a number of used MHs there for sale. Even if they like what they see in the MHC, excess inventory for resale may trouble them.  They are also finding bargain prices on existing homes, and that might nag the mind of the savvy shopper too.

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Golden agers are smart, and make up nearly 50% of MH home owners, and reports indicate they have about 2/3rds of all the assets in the U.S.. They’ve been around the block, and thus know which way is up. Photo credit – Medical Center Arlington .

In conventional real estate, when existing home prices are closer to new home prices, that’s generally a good thing for home owners and lenders alike.

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Smart Buyers Want Values Protected, so do Smart Lenders

This won’t be my first (or last?) time to point out the utter necessity for protecting and promoting a vigorous resale market thatrising-home-production-shutterstock-mhpronews-com in turns keeps used home values high.  A prime reason for our support of HR 650/S 682 is precisely because it protects the values of home owners!  Their success is our industry’s success.

Look at conventional real estate.  One reason people are willing to step up to a new site built house is because they have good equity in an existing conventional home.  While that happens in MH, it has to happen more for the health and security of our home owners, lenders and our new home industry too.

Not Theory, Facts

Interesting timing, as an industry colleague from 25 years ago called today as I was writing this post. He was recalling how the finance operation he worked for and my retail center at the time proved this business model of supporting good resale values.  We sold pre-owned homes for more than anyone in that market. That was good for used and new home business alike

Finance and good remarketing – at higher prices, not cheap give-away prices! – was a model we demonstrated. So 25 years later, why are we still talking, instead of seeing more in MH doing what has worked in conventional real estate for decades?

As you consider changes to your marketing and sales plan, step back.  Think how it works in real estate. The closer we get to that model, the stronger our demand for used and new homes will be. ##

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See the kind words shared by the MMHF Chairman, by clicking the photo linked above.

By L. A. “Tony” Kovach.