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Posts Tagged ‘single family’

300,000 Shipments in 2013!

July 12th, 2013 No comments

When the report came in that shipments in RVs topped 144,000 by May of 2013, it made me sit up just a bit more. I reached out for more insights to Tim DeWitt, Executive Director of Michigan Manufactured Housing as well as the RV & Campground Association and Self Storage Association of Michigan. He pointed me to an article on Woodall’s and a video interview, which we’ve posted below. The bottom line is that due in large measure to the GoRVing coalition, shipments for the RV industry – in THIS economy – are expected to hit 300,000. Before the GoRVing image campaign, the shipment levels where about half that 15 years ago, during a much more robust economy. Manufactured housing pros! Is this sinking in?

The RV industry is the envy of boating, fishing – and ought to be – of our industry. Actually, most pros in fact privately agree that we have long needed the same sort of thing. After all, who pays for the campaign? Consumers, when they buy an RV that has a campaign fee embedded into its cost.

We are getting some hands going up in the air, offering to support our online MHLivingNews.com image building effort. The forward thinkers “get it.” As so often happens, Leaders will tend to benefit first.

The National Association of Realtors (NAR) tells us that 94% of housing shoppers are spending some, most or all of their initial research online. So our online image building platform is a common sense first step!

The roots of this GoRVing campaign run deep. As Tim DeWitt told me, the RV business is attracting discretionary income buyers, people with good credit scores and/or the cash in the bank needed to write the check to pay for units that may run $300,000 or more.

As executives at a major manufactured home community operator told us, this is needed and long overdue.

We have a great product, it only makes sense to keep the U.S.A.’s best kept new home secret, not a secret any longer!

Traffic SPIKING at MHLivingNews

Growth month-over month is around the 400% increase range on MHLivingNews. Some of the top read articles for the month include: 

manufactured-home-garage-credit-aia-insurance-posted-manufactured-home-living-news-.jpg

and

But what’s exciting to see is that there are a lot of page views per visit, which means that visitors like what they see. They aren’t just ‘bouncing’ off the site.

Cost Effective!

Our industry doesn’t have millions of dollars in an account, waiting to invest in a full blown mimic of the GoRVing campaign. So in our case with Manufactured Housing, let’s start with what we have on ManufacturedHomeLivingNews.

Contact us for ways to make this effort pay for you and your operation, regardless of size or locale. We are already experiencing retailers and communities who are using the site to help them attract and sell more homes. The rapid traffic rise on our site is clearly from consumers and pros alike.

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If RV’s can ship 300,000 units this year, during a year when manufactured housing may hit 60,000 shipments, that tells me that we ought to be doing ever so much more. RVs have five times our shipment level! Yet RVs are usually discretionary, housing is a necessity.

What is our potential, with the right marketing effort for manufactured housing?

The National Association of Home Builders (NAHB) projects single family housing starts of about 600,000 for the U.S.. That’s ten to one for us, and we have the better price points, are statistically safer and more energy efficient?

Is this a wake up call? It ought to be!

We need not abandon the starter home market, but we can grow and go after the ‘residential’ home buyer PLUS the ‘entry level’ consumer too.

We will return to this theme in the days ahead. Your comments and inquiries are welcome. See what other industry pros have said at this link here. ##

300,000 shipments in 2013? Come on!

http://www.woodallscm.com/2013/07/video-rvia-exec-touts-go-rving-campaign/

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

other new stories 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

Start YOUR Free Manufactured Housing Image Campaign, Today!

April 6th, 2013 No comments

We don't require a multi-million dollar national campaign to improve the image of manufactured housing, as nice as it may be to have one. We don't need high dollar Madison Avenue advertising 'gurus' – who don't know our industry – to tell us what we ought to do. We know deep down what needs to be done, even if some may resist it. Improving our image can start in your market with even modest, but valuable steps.

This is my view, but it also happens to reflect what the CEO of high flying UMH, Sam Landy, said:

"People need quality housing at a reasonable price. We provide that. We provide a better product than apartments, townhouses, condo’s and single family homes for our customers. Apartment rents have been increasing. Single family home buyers now need down payments once again.

Given these changes…our sales will be far higher than today’s paltry 50,000 units and may even exceed the old records of three or four hundred thousand shipments per year…I’ve come to the conclusion that we are all responsible for our own marketing. If you want to be a great retailer you have to pay the bill for the marketing. Why should anyone do it for you, and all markets are local anyhow." (Full Sam Landy interview is linked here.)

You may be part of the largest network of manufactured home retailers or communities in the U.S., or the sole proprietor of a modest 'mom and pop' location or anything in between.

You may have longed for a grand TV and multi-media image building campaign, but for whatever reasons, the powers that be did not make it happen. That's all in the past, we have to move on and can so long as you start your own image campaign, now. We can help make some of that happen for you, "free."

Yes, you can.

Yes, in the next few minutes, you will see that it is so easy, you may laugh and wonder why no one has done this before!

Most of the U.S. doesn't have a clue as to how nice a modern manufactured home is, especially how much appeal, quality and value factory builders pack into a residential style HUD Code home.

It is up to retailers, communities and others in Manufactured Housing to show the new reality to the public.

Here is how you do it in YOUR market, as easy as 1, 2, 3.

Step 1, learn to use Craigslist and other similar sites – which are free – the smart way.

Example. Take a multi-sectional or residential style manufactured home you have good quality photos of that has been properly decorated. Place 2-4 of those photos into a very short Craigslist post.

Starting with the summary and headline in Craigslist, you could use something like this:

$73,900 3 Bedroom Builder Must Sell ASAP! Your Town, USA

This is a modern, factory-built home that meets or exceeds all federal construction standards for our market.

"Your lot or ours, one only at this price. Ph XXX-XXX-XXXX."

If you have an MLO number, you could add the words: "Financing available." *

To learn more about modern factory-built homes, go to MHLivingNews.com.

Step 2, keep a post like this going at all times on Craigslist, more than one is better, just make sure they aren't duplicates so you don't get flagged.

The keys are: amazing price (compared to site built) BUT NOT TOO LOW, your phone number and a link to MHLivingNews.com. Don't say too much, less is often more when it comes to lead generation.

Step 3, Patience and persistence! Some home shoppers will have an aha moment early on, some will take repeated exposures and time. Typically, CRM studies suggest it takes some 3-6+ months for good credit customers to make the first contact, because they are shopping carefully. But as more and more housing shoppers stumble onto your offer (because your headline DOESN'T say, 'manufactured home' or 'mobile home,' etc.) some will get curious. Some will eventually reach out, if you treat them properly, some of those will come and buy.

That is how it starts.

The other key to this is that YOU and YOUR location delivery good, honest service and value. Do what you say you will do, so don't over promise, it isn't necessary. More on this and related in a future column.

If you need help with your marketing or training, click here.

Sam Landy's point above is dead on, we have what the public needs in housing! We as manufactured home professionals have to deliver on our potential value. When your location delivers qualify living and what is promised, you will enjoy ever more success.

Some readers will wonder. Why not just use my own company's website for this? Good question!

You can, but there is POWER in having a third party website – independent from your company – to demonstrate and 'prove' the reasons for manufactured and factory built homes. MHLivingNews.com is like a third party endorsement of the manufactured home lifestyle. That is something your website can't easily do solo.

Two of the most powerful and popular pages on the MHLivingNews.com website are our photo gallery and the tornado vs. Manufactured Home video page. Those pages – and so many others that we routinely add to – are not likely on you website. You may not have the time or resources to do all that MHLivingNews does, so just link MHLivingNews.com in your posts, and start the outreach in your market.

MHLivingNews is already getting thousands of page views every month. But Craiglist has millions of page views daily, and many of those are from people seeking a home!

So if even 2% to 5% of every MH Retailer or MH Community location in the country did this simple 1, 2, 3 plan, the traffic would soon be in the ten of thousands. In time that can grow to the hundreds of thousands and then into the millions on MHLivingNews.

A simple 'free' image campaign for YOU and YOUR market! It will spread to others, and everyone in the mix will benefit.

More on this topic later, but you can start this today by taking those 3 easy steps! ##

* While FTC regs seem to permit this, A commentator claiming expertise has suggested that the law on this subject is ambiguous, and it would be prudent to seek specific legal advice before using the words 'financing available,' even if you have an MLO number.

(First Photo Credit: FlickrCC/dislokated, other photos from MHLivingNews.com)

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

other new stories 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