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Posts Tagged ‘Tunica Manufactured Housing Show’

Hard Truths and Dominating Your Local Market

March 8th, 2014 No comments

If a business routinely treats their customers like dirt, it doesn't take a rocket scientist to figure out that sooner or later, that business will suffer and likely be forced to sell out to someone more savvy or close.

If a business owner treats its staff with disrespect, it is self evident that even in a tough economy and job market, the staffers will sooner or later find their way to a better place. In the mean time, can the disrespected staffers be expected to perform their best for the owner who maligns them?

If you are an association leader and don't get along well with people who have a differing view point than you do – alienating some, losing some members and creating avoidable adversaries along the way – would it be a surprise if the results of such an association leader would be slim at best?

There are a number of hard truths that every professional person must face. The above are so obvious, that they are shared to make a point. The hard truth is that 4 years into our industry's recovery from the bottom hit in 2009, we are faced with yet another wave of challenges.

But as John F. Kennedy wisely said, “When written in Chinese, the word 'crisis' is composed of two characters. One represents danger and the other represents opportunity.”

written-chinese-crisis-composed-two-characters-one-represents-danger-the-ot ... -opportunity-john-f-kennedy-copyright-2013-lifestyle-factory-homes.jpg

Brutal Winter and CFPB Regulations

The combination of a brutal winter up north and new Consumer Financial Protection Bureau (CFPB) regulations represents a genuine crisis for some in our industry. Don't get me wrong, some will come through this profiting more than they did before. Some are doing well in the very areas that others are struggling. But others will fail or will have to hand over the keys to their business to someone else, likely at a distressed price.

marty-lavin-jd-manufactured-home-community-owner-on-board-spy-sea-.jpg

One of the more successful professionals in our industry – Marty Lavin, JD – who has been:

  • in retail with an operation that sold 5,000 homes a year
  • operated a manufactured housing finance firm that originated more loans than some of the chattel lenders we have today
  • survived a big downturn in the land-lease communities business, and still successfully owns and operates to this day
  • is an industry attorney who dealt with some of the biggest names in our industry and the likes of mortgage giants, Fannie and Freddie

said to me in his 6 million dollar list price 72' boat, “Tony, the problem is not the product!” (more from Marty Lavin, linked here).

We have a great home, at an incredible value. We have not done the sales training and marketing needed to grow the business. Who says? The likes of former Fleetwood manager and current state association executive Jay Hamilton:

We are an industry that for years has desired the best for our industry representatives, our customers and our distribution system but for all these years have been hesitant to:

  • invest financially in training our people,
  • marketing our product's image,
  • updating our technology,
  • improving our delivery system, etc..

Manufacturers and Retailers have made some bold attempts at the previously listed task but always fail to follow through because they don’t see immediate profits from marketing or training programs. 

We are an industry that has the need for all of our profits to be immediate. Future growth and maturation always loses out to the need for immediate results and immediate profits. 

jay-hamiltong-executive-director-georgia-manufactured-housing-association-gmha-posted-mhpronews-com(1).jpgUntil we are willing to train our people well, invest in technology, invest in customer service, invest $ in creating a brand image with the understanding that is will cost a percentage of our industry profits and will not necessarily produce immediate results we are doomed to keep repeating our same mistakes over and over.

Thank You,
C. Jay Hamilton
Executive Director
Georgia Manufactured Housing Association

At the Tunica Manufactured Housing Show, I'll be presenting on the topic of Dominating Your Local Market, version 2.0. A variation on this topic drew praise and a standing room only attendance at the Louisville Show.

You'll also have the opportunity to get the latest in

  • Manufactured Home financing, including information from lenders not present at Louisville
  • Commercial Land Lease Community Financing, both moderated by Dick Ernst of FinmarkUSA.com
  • Manufactured Home Community Lessons Learned Panel Discussion, moderated by Jenny Hodge
  • The Importance of CRM for your Retail or Community sales operation, a panel discussion

and more!

standing-room-only-2014-louisville-manufactured-housing-show-seminar-room-masthead-blog-mhpronews-com-.png

If you're marketing fails to attract enough of the good credit customers who are third party financeable or cash buyers in significant numbers, in the Dodd-Frank/CFPB era, you may not make it.

Learn more about what you need to do differently in today's market, at the free panel discussions and seminars linked above at the rapidly approaching Tunica Show.

You won't find these same topics all in one place at one event anywhere else in the U.S. at this time, so don't miss this opportunity. More information on the free business building seminars at the 2014 Tunica Manufactured Housing Show is linked here. ##

L. A. "Tony" KovachL. 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

Connect on LinkedIN:
http://www.linkedin.com/in/latonykovach 

Hungry for growth and more knowledge?

February 9th, 2014 No comments

Knowledge you can apply is a key to making more money. As I go through these examples, let me strongly suggest, that if you take two giant steps back for perspective, these could apply to YOU and YOUR location(s)!

Let's start by sharing the words of Ross Kinzler, from the Wisconsin Housing Alliance.

credit-linkedin-ross-kinzler-wha-manufactured-housing-posted-cutting-edge-blog-mhpronews-com-.jp.jpg

Then, lets layer in the following quote from Andy Gallagher, WVHI.

"This year’s event was a dynamic performance with a pantheon of excellent speakers, covering topics critical to the industry; an expanded floor showa-v-gallagher-executive-director with the latest models on display; and a handsome group of service and supply representatives on hand with their banter, wit and stockpile of knowledge."

– See Andy's full article at : http://www.mhmarketingsalesmanagement.com/blogs/industryvoices/#sthash.NluqUOIq.dpuf

continental-communities-logoThen think about these thoughts from an MHC operations manager, Ted Gross:

"Tony, Just wanted to leave a quick note about the educational seminar you spoke at regarding “Modern Marketing.” I brought a few community managers along for your presentation…it was a real eye opener for them and me."

– See more at: http://www.mhmarketingsalesmanagement.com/blogs/industryvoices/#sthash.NluqUOIq.dpuf

Are you beginning to see a pattern developing here?

If not, let's try another quote on why going to a trade show or educational event is a great idea for your business! This from a fellow who admits he missed a few years of going to a show:

"…I was wrong! It was not only interesting it was incredibly inspiring and eye-opening. At this time, our industry is undergoing tremendous tumult andjames-cook-mhc-manager-ma-posted-industry-voices-mhpronews.com-75x75pxl- change. Change does not have to mean impending disaster. Sometimes it takes rubbing elbows with our industry’s leaders – those on the front line – to better understand the opportunities that exist, the places where we need soldiers in the gaps (Washington DC,) and how to not just survive but thrive in the coming decades.

I probably received more education at Louisville in two days than I did in my first six months in my current position."

– See more at: http://www.mhmarketingsalesmanagement.com/home/featured-articles/february-2014/138-general-manufactured-housing-industry-topics/6979-louisville-2014-from-the-eyes-of-an-industry-newbie#sthash.h30j7u54.dpuf

tamas-kovach-right-handing-chet-kearny-business-card-soheyla-kovach-c-mhpronews-com-latonykovach-com-mhc-md-com-2014-louisville-show-booth-.pngThis one is near and dear to us, some of you at Tunica last year or Louisville this year saw this first hand; and yes, this IS an educational and inspiring example!

The photo and comments are courtesy of Gina Beasley, Tennessee Regional Manager and Ast. VP of Sales for UMH Properties.

Gina wrote in part: “Wow Tony, gotta to tell you how much I enjoyed seeing your son, he is absolutely adorable! Check out the picture of him handing out your business card to Chet Kearney, Chris Lindsey's assistant. So sweet and the fruit don't fall far from the tree!!!”

– See more at: http://www.mhmarketingsalesmanagement.com/blogs/bobstovall/#sthash.1VA1XLrK.dpuf

No one knows trade shows in manufactured housing better than Dennis Hill! Here is what he wrote, and these comments were being shared with permission. Dennis began by talking about the growth in attendance, thanks us and then shares this chart.

louisville-show-2014-total-.png

"…In addition, we would like to complement you on the phenomenal job you did in managing the seminar programming. The seminarswere well attended and well received by everyone who attended the show and went to the seminars."

– See more at: http://www.mhmarketingsalesmanagement.com/blogs/industryvoices/#sthash.hUjCKiFN.dpufdennis-hill-l-a-kovach-show-ways=unlimited-tunica-show-2012-mhpronews-com-.png

Now, let me wrap up all these comments, and many, many more we have had like them, and say that without a doubt, the lessons these and other pros learned apply to YOU.

  1. An upbeat attitude can be both taught and caught. A good Attitude will boost performance, especially when combined with facts and processes that support success.
  2. Be it the rapidly approaching Tunica Manufactured Housing Show, or April's MHI/NCC Congress and Expo, you will find that the modest investment and time and cost will reward you greatly!
  3. Do whatever good steps that it takes NOW to be at BOTH of these upcoming events! Why? Look at what the folks above and so many more had to say!

ignorance-costs-knowledge-pays-cuttingedge-ofmarketing-sales-manufactured-housing-mhpronews-com-.jpgJoe Kelly said this a couple of years ago, shared with permission:

“Tony,If we're going to talk special, you're it.  Your unabashed enthusiasm was really contagious.  Your belief in and knowledge of the industry is profound.  You have a unique manner of bringing people together.

You were responsible for most of our programming this year.  We've had great meetings in the past.  However, this meeting will be hard to beat in that the perfect speakers were found for the precise topics we needed to hear…”

Joe Kelly

Iowa Manufactured Housing Association

– See more at: http://www.mhmarketingsalesmanagement.com/home/featured-articles/october-2013/6336-kudos-coffee-linkedin-growth-and-four-more-years-four-more-years#sthash.KkGU1mMd.dpuf

Want the secret? Want to know how to grow? Let me tell you my secret. We read! We go to meetings! Yes, I present and share at many of these events, but not all. I go to learn, and every single time I do learn, and you and your team can too!

Want to grow in 2014, in spite of the hurdles? Sure you do. Then make the time and treasure investment in yourself, your team and your location(s) to attend these two spring events, Tunica and Congress and Expo. I go to both every year, along with others, about 8 events a year in all.

I never regret a single trip to go to a trade show, educational meeting or event. When Joe Kelly says, "Your belief in and knowledge of the industry is profound." keep in mind, we can all learn when we make the DECISION to do so.

When we decide to turn lemons into lemonade, of course you too will find what Joe said could apply to YOU: "Your unabashed enthusiasm was really contagious." Then YOU can be the spark plug for YOUR organization or location.

Please come to these events. For your sake, for the sake of your team and operation. If you do, please swing by and say hi. ##

L. A. "Tony" KovachL. 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

Connect on LinkedIN:
http://www.linkedin.com/in/latonykovach 

MHCs: New Locations and Expansions

February 9th, 2013 No comments

There are some who are under the mistaken impression that there are 'no new sites' being developed in the manufactured housing communities world. While the numbers are certainly not what they could or should be, anecdotal evidence from callers, email and in person conversations tells me that new sites are being brought on line. Nor are these limited to 'energy boom' areas such as the Eagle Ford, Bakken or Marcellus Shale areas in Texas, North Dakota and OH/PA respectively.

Admittedly, the results being generated in filling newly opened (re-opened) or expansion sites in MHC are mixed. But the fact that some are doing well suggests that others can too, by modifying their marketing and sales approaches.

What we have seen in those areas that are struggling is interesting. Some examples:

  • Where expansion sites are being used, often current community managers are asked to do the job of selling as well as managing.
  • In new communities or those locations where significant numbers of new sites are developed, often dedicated sales people are used. This tends to have better results than trying to teach a community manager the art of selling, especially when those sales involve new homes.
  • The budgets for marketing such expansions range from very modest to amazingly robust.

While bigger budgets naturally tends to drive more traffic, what is all too often evident is that the messages are targeting those who may have 'credit challenges.' These are at locations where the owner/operator of the community has made arrangements for 'captive financing,' third party serviced loans or resourced financing through a financial institution.

Another direction being taken by sizable MHC operations include the liberal use of rental homes. The rentals tend to go faster, in part because they require no long term commitment by the buyer. This is a path of least resistance method. Does it work? Yes. Does it help sales of homes in those communities? Often, not so much, if at all.

A common denominator in many of these programs is mentioning 'second chance financing' or 'less than perfect' credit' OK in one of a variety of ways. Is it any surprise then that such locations see such large numbers of sub 600 credit scores?

Our industry can and should do a more robust outreach to credit worthy buyers. When we do, the results are quite amazing and profitable.

At the upcoming Tunica Manufactured Housing Show in March, we will be doing a free seminar on how to Attract More Customers with Cash or Good Credit. This presentation has been met with enthusiastic reviews at state and regional association meetings and is the basis for much of the work that we do with our client companies in manufactured home communities and retailing.

While many of our clients have been in the land lease communities world, the process can work as well (or better…) for MH Retailers and Developers.

The event is free, but seating will be limited to about 80 attendees. Don't miss it. ##

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

Sample SEO Strategies for Creative Manufactured Home Marketers

September 22nd, 2012 No comments

Search Engine Optimization – or SEO – is one of the many keys to success online. SEO strategies are ever evolving, so it is important to keep up with the latest trends, because what works today could be history tomorrow. If you sell a big ticket item, think about this fact. When you sell just one more home, you are likely getting YEARS of ROI all at once for that effort.

When you can sell an extra home, two or three monthly, it quickly becomes a no-brainer.

What if you aren't technical or web savvy? Because of the high ROI, the math can be in your favor when you either insource this marketing task, or outsource – onshore! – marketing by partnering with a firm like ours that knows the manufactured housing business.

We are going to show you two examples of how in a matter of a few months, a website can go from launching – meaning, last place – to page one on Google. This can be done in a variety of ways. We will show you two in the examples that follow.

The images below are screen captures, using a utility to create the text and arrows. But the results are exactly as shown below for the dates and times shown.

We currently have 3 URLs – web addresses – that all redirect to a single website.

We chose these keywords for some very specific purposes. For example, imagine someone who may want to retire in FL, AZ or south Texas. They may do a search like “manufactured home living FL.”

seo-strategies-cutting-edge-blog-manufactured-home-marketing-sales-management-mhpronews.com-_001

It may be hard to get to page 1 by using “manufactured home” or “mobile home” alone. But by using a keyword set that is underused but still makes sense – such as manufactured home living – you get that nudge in positioning that you see above.

Another strategy to consider is to team your site with a topic that may not directly relate to your core business. But it may be something that you enjoy. The subjects are limitless: politics, religion, recreation, sports, shopping, you name it! Now is there some 'risk' to turning off an audience in favor of another? Yes. So you have to weigh the pros and cons of that 'risk.'

But what if the benefits of that strategy outweighs the risks?

See the example below.

seo-strategies-manufactured-home-living-news-purely-political-cartoon-keyword-search-mhpronews.com-cutting-edge-blog-

 

We took that “risk” by using MHLivingNews.com (remember, the same website as shown above) as a platform for posting a new series we named “Purely Political Cartoons.”

Guess what? Political cartoons are popular. Some will do a keyword search for purely “political cartoons,” they don't care or aren't searching for any other kind of cartoons.

The result? As you can see above, we are now #1 and #2 on Google for that keyword combo! Townhall – a popular conservative political site – is #5 on the search, as you can see above.

MHProNews.com – which also uses MHMarketingSalesManagement.com and MHMSM.com as urls – has become #3 for this keyword search, by posting the start of a cartoon and linking it to the rest of that cartoon.

See the example of this strategy below.

ending-unemployment1-purely-political-cartoon-mhlivingnews.com- (1)

This cartoon we called Ending Unemployment.
Click the link above to see the rest of this 4 panel cartoon.

For those of you who want to learn more about this web marketing strategy, or who want to do a site update or build a new site, please click this link or send me an email with the words like WEB & SEO in the subject line.

MHLivingNews.com is becoming the de facto image building platform for the manufactured housing industry at large. We are starting the process of 'teaming up' with retailers and others to advertise, share links and do other strategies that result in profit making win-win victories for all involved.

Do it in house, Do it Yourself or Outsource the Job

Some like to 'do it yourself,' so we share articles like these that can spark ideas for those do it yourselfers.

Others want to hear live presentations on subject like marketing, which we do at association events like the upcoming Iowa Manufactured Housing Association annual meeting, or at major trade shows such as the Louisville Manufactured Housing Show and the Tunica Manufactured Housing Show.

But for those who know that time is money, and that hiring a pro can save you time and make you money, dare to compare what you can gain by 'teaming up' with us as your web or marketing service provider. 1 sale may pay for months or years of service. When you get an extra 1 or 2 or 3 more sales monthly, it rapidly goes to the 'no brainer' category.

Smarter SEO, Web and other Marketing Methods can make all the difference. Be creative, measure the results and have fun while you make more money. ##

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

Tunica Manufactured Housing Show – Thanks and Congratulations

April 3rd, 2011 No comments

Tunica Manufactured Housing Show just aheadWe’re back from the Tunica Manufactured Housing Show. It was a great show and despite a few minor hitches, Harrah’s Convention Center was a good venue. Thanks to everyone who stopped by the MHMSM.com booth to see us and to those who attended our “Dominate Your Local Market” seminar and helped make it such a success.

Don Westphal and Grant Kitchings presenting at the Tunica Manufactured Housing Show Seminars
Don Westphal and Grant Kitchings presenting at
the Tunica Manufactured Housing Show Seminars

Day One (Wednesday) brought clouds, cool temperatures and a stiff wind. That moved much of the activity from the homes on display outdoors into the Ballroom. That brought quite few visitors to our booth and we had some great interaction with our visitors.

Wednesday afternoon, Tony and I presented the “Dominate Your Local Market” presentation to a smaller than expected but enthusiastic crowd. Interaction was so good that we ran overtime answering attendees questions.

L.A. 'Tony' Kovach and Bob Stovall presenting Dominate Your Local Market at the Tunica Manufactured Housing Show Seminars
L.A. ‘Tony’ Kovach and Bob Stovall presenting “Dominate Your Local Market”
at the Tunica Manufactured Housing Show Seminars

“Dominate Your Local Market” was preceded by Don Westphal’s excellent presentation, “Grow Your Market Share with Easy Community Upgrades!”, on simple things owners and managers can do to upgrade their communities. Don has had long experience in the industry and gave some solid tips that communities can put to use immediately.

Grant Kitching of Connexion Technologies showed how those same community owners and managers can increase their revenue stream at no cost to themselves by simply changing how TV, Internet and Telecommunications are delivered within the community in his informative session, “Generate additional income from your MH Community – at no cost to you!”.

On Thursday, the weather turned for the better and attendees attention shifted to the outdoor exhibits of homes. I was pleasantly surprised at the number and quality level of the homes on display and I think it was a very positive showing for the industry.

Feedback the we heard about the show was almost all good, making this two very well-received shows in a row (Louisville and Tunica) so we send a “job well done” to Dennis Hill and the folks at Show Ways and Sherrie Norris and the Alabama MHA and Jennifer Hall and the Mississippi MHA.

We look forward to coming back to Tunica next year and now on to Tulsa!