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Posts Tagged ‘umh’

In Marketing, What’s a “Channel?”

August 13th, 2014 No comments

Channel Definition | Investopedia
Definition of 'Channel'

  1. The system of intermediaries between the producers, suppliers, consumers, etcetera, for the movement of a good or service. 

Anyone can set up their own free channel on YouTube in maybe a minute. There are lots of “channels” that have nothing to do with video, when you use the definition supplied above by Investopedia.

ambientmediaww=image=credit-posted=cuttingedgeblog-mhpronews-com0

Image credit ambientmediaww.

Cable TV, Satellite TV, Radio, Web, Social Media, etc…

We've seen in the last decade the explosion of media outlets! Cable, satellite, internet, social media are just some of the new ways to 'channel' information between producers, suppliers and sellers of products or services to the public.

In many cases, we see 'product placement' being used on TV, in movies or online videos. A story is told, with the product's name or logo being visible. Marketers have figured out this is a good strategy that subtly tells viewers that the product does all the fun or cool stuff the stars in the show enjoy or benefit from using.

Influencing Media as Media or via Social Media

Some are such good bloggers, tweeters, YouTubers or other forms of social media that the mainstream media begins to pick them up and “follow” them. In some cases, the mainstream media responds in almost real time to a tweet from some public figure's Twitter feed.

Those who try to tell you 'how easy it is' to do social media, blogging, etc. are selling something! Many public figures, corporations or celebrities have one or more dedicated professional doing their blogging or social media for them.

But experts are correct in saying that when done properly, this works. Success requires planning and effort to achieve the kind of following that results in more business for your operation or location. We know, because for almost 5 years, we've built the largest audience of its kind in MH here on MHProNews.com.

Too small to do it all?

If your operation is “too small” for you to do it all, why not:

a) team up with others? For example, explore doing such efforts through your buyers group or association. Or..

b) piggy back with RSS feeds to MHLivingNews.com?

Relevant content – even in the form of links – is one proven way to bring more people back to your site. Since the good cash or credit shoppers often don't call or directly reach out for 6 months to a year (they have good credit because they plan ahead!), your website needs something is is routinely updating and changing.

UMH.com has at the bottom left of their website an RSS feed linked to ManufacturedHomeLivingNews.com. At 12:05 PM ET on 8.13.2014, it looked like this:

umh-rss-feed-to-mhlivingnews-com-posted-cutting-edge-blog-mhpronews-com-

Each of those topics could be interesting to someone shopping for a manufactured home, or someone looking for a community they may want to move their MH. Here is how RSS looks on the Welcome Home Ohio website, found at the bottom right-center column footer on their home page.

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A very robust RSS feed is found on the Indiana MH association's http://communitylivingindiana.com/ website.

community-living-indiana-rss-feed-posted-cutting-edge-blog-mhpronews-com-

Some networks and media own multiple 'channels,' you should use multiple channels to distribute your marketing message too! In the second decade of the 21st Century, tapping into or creating your own channels is easier than ever, but “easier” still requires some time and effort.

If you want to sell more homes, especially to those who are cash or better credit buyers, using more channels is worth it. ##

/l-a-tony-kovach(1).jpBy L. A. “Tony” Kovach

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 

7 Years Old and Going for It!

January 26th, 2014 No comments

There is a little fun but a real lesson here for those who do marketing, sales or leasing in the manufactured housing field. The lesson is being taught by a 7 year old, which makes it particularly interesting – and powerfully insightful! Please hang onto your hats for a fast ride, courtesy of the just completed 2014 Louisville Manufactured Housing Show.

Have a Plan

The saying, “build it and they will come” is an interesting Hollywood fairy tale. “Showing up” is NOT enough in business today. Be it Business to Business (B2B) or Business to Consumer (B2C) marketing, having a savvy plan is important.

Remember too, All professional success is based upon systems!

Think about the last fast food restaurant you walked into, or the last hotel you checked into. There are

systems that these operations have, and they teach their team members to do what the plan calls for, and when that plan is followed, success is the result.

The same is true in manufactured housing, at the wholesale – B2B – or retail – B2C – levels.

Need a plan? Call me, and let's discuss what it is that you do, and what sort of plan might make sense for you, your location or operation!

Implement the Plan with Gusto

In the example we will share today, the goal was to maximize the possible contact opportunities from the 2014 Louisville Manufactured Housing Show. The plan included a role for our son. Pre-Show, we promoted the Youngest Exhibitor, who just happens to be our son 7 year old Tamas (pronounced “Tah Mash”) Kovach (pronounced Co-Vatch = like a Watch).

As we did last year at the Tunica Show, we gave our son a very simple – but important! – assignment. Pass out buisness cards to everyone that passes by our booth. We gave him a simple sentence to say – and to start with the word “Please” (good manners matters! 😉 – we agreed upon a rate of pay, but also told Tamas that good performance would yield a bonus.

Our son passed out not one box of buisness cards at the show, but over 2 boxes, solo! Yes, he earned his bonus. He was brimming with energy, and ran to nearby booths or to passers by in the corner ailes to hand out the cards.

At lunch one day, we looked around, trying to see what happened to our son. We found him busily handing out cards to people at the near by tables! Not part of the plan, but the people he approached all seemed quite delighted.

The photo below is 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!!!”

Thanks so much, Gina, for the photo and kind words. We had literaly dozens of comments from people all over the show floor, who would come up and say this or that kind thought about our son.

Mission accomplished! Tamas' Mama gets the credit for the cool clothes and so much more.

tamas-kovach-right-handing-chet-kearny-business-card-soheyla-kovach-c-mhpronews-com-latonykovach-com-mhc-md-com-2014-louisville-show-booth-.png

True Enthusism Makes a Difference!

Let's be objective for a few moments. Our son didn't always do exactly what we asked. What 7 year old does?

But his unbridled enthusiasm made a huge difference! Most pros would have been thrilled to have handed out half that number of cards or literature, enthuisiam made the difference for our son.

His natural smile and the joy of giving his best effort made another big difference. I'm sure Zig Ziglar would have been tickled had he seen our son in action too.

Zig used to say, 'Enthusiasm ends in the letters IASM, which means “I Am Sold Myself!”

Questions…

  • Are you and your team sold on your own product or service?
  • Are you brimming with confidence in what you are striving to accomplish?
  • Is the joy from your work evident to all who see you?

My son reminded me of many things during the show, including the power of enthusiasm.

Years ago a man wrote me saying words to this effect; 'Even a so-so plan, that is put to work with gusto, often yields an above average result.' Then he praised the plan that we used, and said that the great result was the combination of both good effort and a good plan.

Make a plan for your business for this quarter, this year, for all of your events and for your life.

Then break it down into the clear steps, elements of a system, just the way others businesses do.

Then do your best to implement it. Adapt as necessary.

If you love your work, your confidence and joy will shine through.

When you do, those whose paths you cross will remember you, and when they can, they will reward you with their business. Got a plan? Remember the 7 Year Old's lesson and “Go for It!” ##

(Editor's Note, our sincere thanks to Gina Beasley at UMH Properties for sharing the photo and the kind words! Hats off to all of those who pulled together and made the 2014 Louisville Show a big success.)

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 

Sparks Wrap up the Discussion of the Future of the Land Lease Business Model, National Communities Council 2013 Fall Leadership Forum

October 20th, 2013 No comments

Each of the panels and presenters at the 2013 National Communities Council (NCC) inaugural 2013 Fall Leadership Forum offered multiple take-aways which properly applied could have been worth more than the price of admission.

/randy-rowe-r-green-courte-partners-chairman-gary-mcdaniels-yes-communities-joe-stegmayer-cavco-stephen-bruan-hometown-america-mhpronews-cutting-edge-blog- (1).jpg

Randy Rowe (l), Gary McDaniel, Joe Stegmayer, Stephen Braun (r)

For this column, we will focus on a very focused segment of the final panel discussion – The Future of the Land Lease Business Model – which featured Randy Rowe, Green Courte Partners (GCP), Gary McDaniel of Yes! Communities, Joe Stegmayer, Cavco Industries and Stephen Braun of Hometown America.

Don Westphal commented during the discussion that manufactured housing is “….the only industry that succeeded in spite of itself.”

Joe Stegmayer commented on the importance of sales training and product knowledge.

Since marketing, image and branding where among the topics at the NCC Fall Forum, certainly Don's and Joe's comments could have easily been applied to what is often the lack of a proper implementation of marketing and sales training in our industry. Does this cost our industry and land lease communities business?

A number of Industry Voices guest blog posts last month answered that question with a strong “yes.”

The subject of national MH Industry image campaign came up near the end of the panel discussion. Cavco Chairman and CEO Joe Stegmayer stated that “We would be willing to support” such a campaign.

Randy Rowe is a long time proponent of an image building and other professionalism enhancing efforts, as is showcased in this exclusive interview, linked here.

Green Courte's Chairman underscored that ½ of a percent or somewhat more of industry new home shipment revenues could fund a campaign that would rival the size of the highly successful GoRVing campaign, which is about $18 million a year.

Gary McDaniel said he disagreed.

Such a campaign, he argued, “Won't do much for us.”

McDaniel's offered up a common argument made by those who oppose such an effort, by saying that local, community level marketing and good business practices would do more for our industry than an image building effort would do.

Yes! Communities McDaniel's went on to say that if someone wants to call our homes a “mobile home,” then “God bless them.”

“A clean, affordable and safe place to live,” said McDaniel, “rather than respectability,” is what our industry's traditional home buyers seek.

To this comment Randy Rowe dove in with the comment, that while respecting McDaniel's, “I strongly disagree.”

Rowe pointed out that just getting around the “trailer moniker is huge.” “These are great homes,” Rowe said, built in a “temperature controlled environment.”

GCP's Chairman Rowe clearly expressed his conviction that we as an industry would attract more customers including those who are financially more affluent customers by improving our industry's image.

Beyond the NCC Fall Forum thinking

MHProNews has long supported the need for enhanced professionalism, including image building. This includes sales training which GMHA's Jay Hamilton said in this guest column was crucial, combined with image building.

Drew Chairman Leigh Abrams took a position very much akin to that of Randy Rowe in his interview, linked on his name above.

While we would whole heatedly agree with Randy Rowe's position – that a full fledged image campaign has strong merit and value to build the future of land lease communities and the industry at large – the nuance noted above has an echo in Gary McDaniel's call for sound professional performance at the local level.

We'd also take the editorial view that manufactured housing doesn't have to invest 10 million or more to get some benefit from image building. Image can be improved subtly but surely and at a low cost via online efforts, which other presenters at the NCC forum pointed out.

It is precisely with that thought which motivated the launch last summer of ManufacturedHomeLivingNews.com. We are already generating leads for pros via that platform that attract customers who may not have considered the manufactured housing option otherwise.

The Industry In Focus Report on the study by NAR and Google on Why You Should Target Home Shoppers Online clearly underscores the value of doing such online image building efforts.

Sam Landy of UMH Properties fame stated in his interview linked on his name that he sees how the industry could rise to 300,000 to 400,000 shipments again. Image building is part of the key!

UMH and CU Factory Built Lending are among those early supporters for this online image building effort.

Until the industry is willing to invest millions, a small fraction of that and the 3 easy steps found on the download linked at the end of the article here would turn ManufacturedHomeLivingNews into a significant force fueling more sales, could improve our political clout and improve the image for communities and our industry at large.

It is better to light one candle than to curse the darkness. Those interested in “lighting candles” are encouraged to sound off or contact us at the number or email below. We are better off when we advance our image and professionalism together. ##

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

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 

Getting More Good PR for Manufactured Housing from the Media

June 14th, 2013 No comments

The recent interview by UMH's Sam Landy with REIT online, shown below, showcases an important way to advance the public conversation about the tremendous value manufactured housing offers.

When you watch the video, it is worth noting that Sam Landy used the names of a number of other MH Industry companies during his interview. That practice has value on many levels. “Hogging the glory” isn't a secret for looking good with the media, rather, sharing the glory will benefit you and the industry more.

Sam Landy's casual yet gracious manner made him look better, because he was showcasing others in a favorable light too. That arguably made the manufactured housing industry look better. Everyone benefited.

We use a similar process here, as we noted in a another recent Cutting Edge blog column linked here.

Successfully Engaging the Media

Two years ago, we did a panel presentation at MHI's Congress and Expo at the convention center in Caesar's Palace in Las Vegas, Nevada. The topic was entitled, Engaging the Media, Making Positive PR and Good Media Relations a Reality.

Sam Landy's interview with REIT is a good example of how good PR can be obtained and how it benefits your organization or the industry at large.

We don't just talk theory about getting good PR, we do that for our clients and companies and have for many years. Samples of good PR that we've obtained for our clients are found on this page, linked here.

Want to learn more about how to get good PR for your location, company or association?

engaging-the-media-mhpronews-manufactured-home-professional-news-

You can get a copy of the PDF of that power point free by emailing me at latonyk@gmail.com or tony@mhmsm.com. Or ask your association to have us put this presentation on live or via webinar for your group, as we have in other state, regional and national industry meetings.

Engaging the Media, it takes some time and effort, but it pays!

When you reach out to the media, make sure you include a link to ManufacturedHomeLivingNews.com in your message. That site makes our industry look good and thus will make you look better too. That will give the media an interesting 'third party' taste, and will increase their interest in what you have to say. ##

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