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Posts Tagged ‘Texas Manufactured Housing Association’

Explode your manufactured housing results with personality, events and companies marketing!

May 28th, 2013 No comments

In marketing, there is theory and then there is practical reality. “Talk can be cheap,” so we'll show you tips we've done successfully for years, and yes, you can too!

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Let's jump in and get started with events, personality and organizational marketing (EPO Marketing). We will offer actual examples and each will be followed by one of 4 key tips to online "Dominate Your Market " success using EPO marketing.

Remember, no one can guarantee an unpaid top ('organic') search result every time. But when you see how often we hit page 1 on Google, you'll know deep in your gut that these tips are for real. These searches were all done late May, 2013.

As you read this, keep in mind that Search Engine Watch stated that in December of 2012, 69.1% of all searches online were done using Google. So the screen captures below are all in Google, and were all done using an iPad (yes, with search engine algorithms, that fact matters, as do so many others).

4 Tips on EPO Marketing

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1) Get and use a blog!

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As you can see from the screen capture above (the screen capture was done using Jing, a free download), we use more than one blog. Depending on the size of your operation, you should install and use at least one blog on your website. If you don't have a website, you can actually have a website built 'that is a blogging' CMS platform.

Questions? Call815-270-0500for basic, down to earth details.

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  • Use your blog the smart way. Companies and professionals are naturally tempted to hog their own digital 'stage.' Don't hog that blog stage, share it!

We share the MHProNews 'digital stage' with a wide variety of personalities, companies, organizations and associations. See some examples below.

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Among the keys to our success is just that, “sharing the spotlight,” sharing the stage. You can do the same too. Make sure that what you do is a 'win'
for the one you cover as often as possible. There are exceptions to this rule, more on both of these topics below.

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3) Cover events! As much as possible, cover events that make sense for you and your firm. In manufactured housing, we cover national, regional and state meetings and events that we promote, speak at or attend.

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Notice that the yellow arrow above points to a website that MHPronews and the Louisville Show's website both pointed to, which increased that online registration page's SEO and web positioning.

Another important point to remember. As a rule, don't delete content. The fact that MHProNews has covered key manufactured housing events for years now helps us to dominate on those searches. The more you blog on a topic using 'white hat' SEO tactics (avoid black hat tactics at all costs), you will over time build up ever more authority in the eyes of Google and other search engines.

Remember, events are also about people. Showcase others in their role at events, when possible.

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When you are selling a home or a longer term commitment like a site or home lease, don't hesitate to 'give away' coverage of events. The audience you can build over time is traffic you want that makes the effort worth while.

For a retailer or community, you could cover state or county fairs, sports events, educational or entertainment events and more. Be creative! Share information about area events near your location. Over time, it will pay off in more traffic to your website, more traffic to your location and more business for you.

  • 3) As much as possible in your blogging, report facts and when earned, showcase others looking good.

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There are firms and people who develop a good reputation. Feature and focus on them as much as you can.

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  • 4) With controversial people or negative news, share it intelligently.

Bad news happens. Controversies occur, and some figures court it. Cover those intelligently. Stick with facts, vs emotion or opinions!

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Don't hesitate to spotlight “bad behavior” within legal and moral guidelines, even if it means some controversy for you. When in doubt, ask your attorney.

Just for Fun.

If you or your company been covered before on MHProNews, why not input your name and the words “manufactured housing” into Google. See if your name pops up on page 1 or 2 of Google on our website. (Editors Note: we use a number of URLs or web addresses, so MHProNews.com, 301 redirects to, = mhmarketingsalesmanagement.com).

EPO Marketing

EPO Marketing works. It is part of what has made MHProNews.com the runaway #1 website for manufactured housing industry trade news, well ahead of publishers who had a 20 or 30 year head start.

All of these tips – indeed, all our tips and systems – have as their foundation the belief that the professional or firm should deliver on what they promise. Give your customers exactly what your promise. Document your promises, you don't have to give more than what is in writing, but don't give them any less either.

As a bonus tip, use testimonials, like those found on MHProNews.com or on virtually every page of MHC-MD.com! Questions? Call815-270-0500for basic, down to earth details.##

PS: Check our many Exclusive and Red Hot Featured Articles for May 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

The 126 Million Dollar Mistake

June 4th, 2012 No comments

I was emailed a news story recently that really got my attention. I've done this, and I'll bet you have too, so maybe we can both learn from this other professional's 126 million dollar mistake experience.

To protect the, ah, less than innocent, I'll paraphrase this story as follows.

A company had a mid-level manager that took a phone call. In less than 90 seconds, the mid-level manager said, "Sorry, I'm busy, not interested." it was a sales person that was calling. No big deal to the sales pro, they experience that all the time. But it was a big deal to the company whose manager took – or more to the point – failed to take, the time on that call.

You see, the company that mid-level manager was working for was doing well in some ways, but they faced a problem that was keeping them from growing as fast as they otherwise might have. The problem they faced was worth 126 million dollars to that firm.

They eventually found the answer, but it was some years later. As the story goes, that same person who didn't take that sales person's call years before, was the one who had the light bulb go off over his head, years later. Circumstances lead him to connect the two dots. He was mortified, but wiser, for the experience.

What s your company's 126 million-dollar problem – idea – solution?

Now, I guarantee you that there are some multi-million dollar issues that factory-built housing companies face today. Because HUD Code factories, for example, pay 'label fees' to associations, more sales benefits associations too. The ripple effect of 'not listening' to an idea – even if it comes from 'just a salesman' – can't be understated. Let's look at some examples.

Vacancies in Manufactured Home Land Lease Communities. With an estimated 250,000 +/- vacant home sites across the U.S., this problem is sizable – and costly! – indeed. I've heard time and again that owner/operators are leasing homes, refurbishing homes, selling new homes at cost, doing leased homes at cost, all in an effort to get the rent meter running again on vacancies.

  • Stop and think! One sale a month with a $5000 profit – that otherwise might have been a 'give away sale' at no-profit – would be $60,000 a year. Plus the added site rental fee. We have worked with companies that have learned to do just that, so imagine what 'not listening' to any idea like that might mean to you.
  • Do the math! That's 1.25 Billion with a capital B dollars lost in this one profit area alone. If the average site fee was $300 monthly, that is 900 million dollars in lost site fees nationally!
  • Would it be worth someone's time to learn about a program that could get your company your share of that lost revenue?

Here is another actual factory-built housing example, for manufactured home retailers (and the manufacturers and others who supply them).

  • Tony and First Guarantee will be presenting on a very under-used financing program at the Texas Manufactured Housing Association (TMHA) annual meeting in August. The financing program is available right now, today, no waiting, no Dodd-Frank related hassles. It has the potential for tripling the total number of sales currently being made by the entire industry.
  • Doing the Math for Factories and Retailers. Imagine, at an average price of $68,000 per HUD Code home, if another 150,000 homes were sold in the next 12 months. That's 10.2 Billion with a capital B dollars currently lost! Can struggling – or even busy! – retailers afford to lose that kind of money? Can struggling – or even busy! – factories afford to pass on those lost sales?

I will guarantee that – whoever you are reading this article – that right now you have a business challenge that you wish were over or solved. Am I right?

It doesn't matter if your firm is offering insurance, financing, homes, sites, supplies, products or services. I guarantee you that you have millions of dollars – perhaps billions – laying on the table. Could you use the bonus check or enhanced profits that might come to you and your firm by tapping a new way to solve a current problem?

I have been selling my entire life; insurance, advertising, machine tools, sales and management training – including some 200 firms in the factory, log and lumber industries – and I have to tell you that I can’t count the number of times I tried to share ideas with prospects that would have made them money or solved a key problem who simply said, "I’m not interested." Pardon me? Not interested in more profits? Not interested in more sales? Can anyone say, “Guilty?”

The story we began this column with had a happy ending, but it took years for that happy ending to occur. The happy ending was after the 126 million dollars lost to that company, before that happy ending took place. What they didn't say in the news story, was what was the compound lost opportunity cost? Meaning, what more could they have earned if they had they claimed that 126 million when the sales person first called that mid-level manager?

Right now – whatever your current challenge – there is a viable solution out there waiting for you to embrace. But first you have to be willing to be open to possible solutions, ideas or creative approaches.

We at MHMSM.com (MHProNews.com) happen to be in the factory-built housing solution business. Don't take my word for it, look at the testimonials posted here. But let's take this beyond us. Let's take it to a principle that can help you anytime with anyone.

3) This only takes a few minutes to find out. Or it takes a moment to say, "Look, you've caught me at a bad time, but send me an email with your company's services, and I will give it a look or pass it off to the right person."

We happen to serve both business to business (B2B) and business to consumer (B2C) markets successfully in the factory built housing industry. We have a simple rule. If we can't benefit you, we don't want your money. It has to be a win-win, because win-lose eventually costs everyone in the mix. Not everything turns peaches and cream overnight, but with the right attitudes and efforts, positive changes can and do happen.

Success is always the result of proven processes, properly applied. Success is never a solo thing. It is always, always a case of team work. Every Helen Keller has her Anne Sullivan in the background. Every Warren Buffett or Sam Zell have their key team members too.

Do you think any builder, any community operator, any retailers that are successful are doing it without trusted suppliers, contractors and vendors? Of course not.

A Parachute and the Mind work best when they are open.

Be open minded. Ask questions. Be willing to listen and learn. If the timing is wrong, don't miss the chance, ask for some basic info by email and leave the door open for a possible follow up.

Who knows? The next 126 million dollar solution may be one that could land on your desktop via a phone call or email. ##

 

Posted for
Tim Connor
Business Development
MHProNews.com
MHMSM.com
And the new MHLivingNews.com
704-895-1230

tim@mhmsm.com

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