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Posts Tagged ‘video marketing’

Trending – White Board Video Marketing, Manufactured Housing and You

August 15th, 2016 No comments

When something new pops up on the horizon, that isn’t always a signal that a professional should automatically jump on the bandwagon.

Once something is taking root, then it makes more sense to jump in.  For example, being on Facebook 10 years ago wasn’t as important as it became 5 years ago, or how much more important it is for marketing today.

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A still from one of the two white board videos shown below on this page. As you watch those two videos, imagine how they might be applied for you and your business. Then, give us a call or shoot us an email, and we’ll set up a time to discuss it.

That point made, I’m not ready to say that White-Board Videos are a must have, today.  They aren’t a good fit for everyone, today.  But they do offer a number of cool features at a very modest cost. So for those that it would be a good fit, today is a good day to get that ball rolling.

We see value for many, but not all, current or potential new clients of the marketing side of our operation. As you look at this two short videos (both together, less than a minute!), think about the kind of messages YOU might want to convey about YOUR business, product and services.

Rather than describe them, we’ll share our first two Whiteboard videos with you on this page.  Think of these whiteboard videos as a light-hearted, fast paced way to tell key parts of your story in a short period of time in an engaging way.

As an FYI, these whiteboard videos can be longer, of course. We opted to make them very short, to demonstrate their ability to convey quite a few facts in a short period of time.

For those B2B or B2C outreaches, keep us in mind.  We know MH, we’ve worked the front lines of retail, community, with lenders, builders and others who specialize in the industry. We don’t know it all, but because we have the fundamental grasp and total belief in the business, we’re miles ahead of bringing in an outsider who doesn’t know MH at all, or who thinks about modern manufactured homes as “mobile homes” or (shudder, worse yet…) ‘trailers.”

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From this Inspiration blog post, linked here.

We’re number 1 in our space because of understanding and staying in touch with what is happening for MHPros like you.  We don’t just report the news, we help make good news for operations like yours (see a yet another recent success story in MH example, linked here).

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L A ‘Tony’ Kovach has become one of the most widely recognized experts in MH marketing, sales and publishing.

By L. A. ‘Tony’ Kovach

#1 Publishing | Video Production | Marketing | Websites | Sales Recruiting/Training | Consulting | MH Industry Expert | LinkedIn
Ph. 863-213-4090.

Cash and Good Credit Customers Want EVIDENCE – Why MH Testimonials Matter

June 21st, 2016 No comments

Let’s be candid. You can say all kinds of great things about your business. But what matters more to a retail shopper is a testimonial. Its not that they won’t listen to you, but some studies suggest that the impact of a third party testimonial is 7 times to 8x greater than just your own marketing message.

Here is an actual example from the MH World, in Westville IN.

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Recommendation delivered via LinkedIn. See http://www.linkedin.com/in/latonykovach Let’s note that Tom and the Fath family have done a ton of good work. They were receptive to trying new appraoches, and they embraced them in a positive, professional fashion. Success in any venture that involves multiple people is always a result of good team effort, the Fath family underscores the truth of that statement. The Fath’s executed on a good plan!  Kudos to them.

 

This client is not the only one, there are more!  But they’re among those who’ve discovered what it means to have a total marketing and sales process geared to attracting the site built buyer.  Testimonials and the right kinds of vidoes are just part of that attraction-marketing/sales plan. FYI – a third party testimonial is one done by a third party, not one done as a kind of an ad for the operation in question.  See MHLivingNews.com for more examples.

Keep in mind the average site built buyer has a credit score north of a 720 FICO

Note that the client above historically did retail – they had a separate MH Retail sales center. Now they’re doing only in community sales. Might they go back to doing ‘street retail?’ Time will tell!  But this process is working for retailers, communities others in MH.

Marketing and Sales should dovetail. You already are getting customers who are – what we lovingly call – the MH shopper.

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Using the current seasonally adjusted annual rate (SAAR) from NAR, NAHB and US Census Bureau, new MH is only about 11% of all new single family housing starts. It is only 1% of all new homes and existing, resale homes. That’s sad, but it also is opportunity in disguise. You can really grow your business with the correct systems in place.


But the reality is that the new MH shopper is only 1% of the total of all new and resale home sales in the U.S. Who says? Industry stats – National Association of Home Builders (NAHB), Manufactured Housing Institute (MHI), Manufactured Housing Association for Regulatory Reform (MHARR) and National Association of Realtors ® (NAR).

Here is a powerful consumer testimonial video.

Not all testimonials have to be from consumers. Here’s one from a housing inspector!

The site built customer shops for weeks or months before they reach out to you in a visible way. You have to have a long term engagement strategy. We can show you how that’s done.

The path ahead for YOUR community or for YOUR retail center is to attract and sell more of the site built customers. There may well be more MH shoppers now than 5 years ago. But there are 99 times more conventional housing shoppers than new MH buyers.

Want to grow sales sustainably and profitably in your market(s)? The combination of the right marketing, the right sales system – that’s the key for advancement.

Oh, yes! Speaking of testimonials, check out Wayne Coakley’s article this month on the power of video testimonials. You’ll be glad you did.  ##

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Near capacity crowd gave two thumbs way up for the live presentation on MH Marketing and Sales at the 2016 Tunica MH Show. Video report, click here.

By L. A. ‘Tony’ Kovach.