Archive for the ‘Marketing Sales Management’ Category

Black Conservative Candace Owens Reacts to Kanye West and “Ideological Civil War,” plus MH Market Updates

April 24th, 2018 No comments

CNNmoney4.24.2018ManufacturedHomeStocksMarketsReportsMHProNewsAs pop-culture, politics, and economics meet, a reality check is hitting America.  The nascent trend may not yet be high on many people’s radar.  But that’s why it’s worth looking at now, as the 2018 mid terms are about 6 months out.  The Kanye West/Candace Owens controversy will be out focus for tonight.

If you’re new, already hooked on our new spotlight feature – or are ready to get the MH professional fever – our headline reports are found further below, just beyond the Manufactured Housing Composite Value for today.


The evolving Daily Business News market report sets the manufactured home industry’s stocks in the broader context of the overall markets.

Part of this unique feature provides headlines – from both sides of the left-right media divide – that saves readers time, while underscoring topics that may be moving investors, which in turn move the markets.

Readers say this is also a useful quick-review tool that saves researchers time in getting a handle of the manufactured housing industry, through the lens of publicly-traded stocks connected with the manufactured home industry.

MH “Industry News, Tips and Views, Pros Can Use.” ©

ICYMI – for those not familiar with the “Full Measure,” ‘left-right’ media chart, please click here. 

Selected headlines and bullets from CNN Money:

  • Google’s spending spree rattles Wall Street
  • Hedge fund manager Kyle Bass will join Richard Quest on ‘Markets Now’
  • 10-year Treasury yield hits 3% for first time since 2014
  • Naked butts, crime confessions and bullying: What Facebook won’t let you post
  • Here’s a retailer opening brick-and-mortar stores
  • GE pressured to fire auditor after 109 years
  • Home prices are on an epic run
  • Diet Coke’s new flavors are a big hit
  • Cheap wine is about to get a lot more expensive
  • Seattle’s proposed tax to fight homelessness may hit Amazon hardest
  • French billionaire detained by police
  • Who loses if Trump ditches Iran deal?
  • Chicago Tribune staffers overwhelmingly back union
  • Uber CEO on diversity report: We need to improve ‘across the board’
  • Spotify revamps app for non-paying users
  • Google had a monster quarter
  • Amazon now delivers to the trunk of your car
  • We got an Amazon package delivered to our trunk
  • Facebook reveals rules on taking down controversial posts
  • Billionaire investor: It’s time to short Facebook
  • Uber faces a new threat in Mexico
  • YouTube took down more than 8 million videos in 3 months
  • Women could boost Asian economies by $4.5 trillion
  • The EU has one week to avoid a trade fight with the US

Selected headlines and bullets from Fox Business:

  • Dow tumbles more than 400 points
  • Caterpillar tumbles as ‘high-water mark’ cited by CFO
  • United Airlines CEO takes big pay cut, chairman leaves
  • Rand Paul to force Senate vote on budget-slashing bill
  • Brooks Brothers at 200: Lincoln, San Juan Hill, 9/11 and Trump
  • After tax overhaul, mortgage interest deductions seen plummeting
  • FDA cracks down on Juul, e-cig sales to minors
  • Consumer confidence rebounds: Prelude to another market rally?
  • Retail renaissance? These companies are opening new locations
  • JetBlue to sell tickets for semi-private flights
  • Strong earnings season: Why aren’t stocks benefiting?
  • Express Scripts’ plan to change drug pricing dynamic
  • Andy Puzder: Why America’s CEOs must speak out
  • Yahoo is fined tens of millions for failing to disclose data breach


Today’s markets and stocks, at the closing bell…

S&P 500 2,634.56 -35.73(-1.34%)

Dow 30 24,024.13 -424.56(-1.74%)

Nasdaq 7,007.35 -121.25(-1.70%)

Russell 2000 1,553.31 -8.84(-0.56%)

Crude Oil 67.86 -0.78(-1.14%)

Gold 1,332.80 +8.80(+0.66%)

Silver 16.70 +0.12(+0.71%)

EUR/USD 1.2234 +0.0026(+0.21%)

10-Yr Bond 2.95 +0.04(+1.27%)


Manufactured Housing Composite Value (MHCV)



Today’s Big Movers

For all the scores and highlights on tracked manufactured home connected stocks today, see thBloomberg graphic, posted below.

Today’s MH Market Spotlight Report –

Last week, we noted that black billionaire Robert Johnson refused to be bullied by left-of-center CNBC panelists into disrespecting President Trump and his agenda.  Johnson pointed to the positive results that the Trump agenda are providing to the nation, including blacks and other minorities.

More recently, performance artists Kanye West tweeted his support for Candace Owen, who says she was a liberal two years ago, and today is pro-Trump and a self-described conservative.  She’s “evolved.”

It is way too soon to make predictions about the midterms, and what impact they will have on American business. It ought to be seen as tragic that who holds the congress and White House can have so much impact on American business and the economy, but there it is. That’s reality in 2018.  The right or wrong headlines sends the markets rising or failing, in spite of overall good economic news.

So, issues like the outcome of the 2018 midterms are indeed important.  It is entirely possible that voices like West’s, Owens’ and Johnson’s could signal a new coalition in America. If so, then don’t buy too deeply into the narrative that the president’s party has no chance. 

It’s a jump ball, and one side will outhustle – or not – the other.



Bloomberg Closing Ticker for MHProNews…

NOTE: The chart below includes the Canadian stock, ECN, which purchased Triad Financial Services.

NOTE: The chart below covers a number of stocks NOT reflected in the Yahoo MHCV, shown above.

NOTE: Drew changed its name and trading symbol at the end of 2016 to Lippert (LCII).


Berkshire Hathaway is the parent company to Clayton Homes21st Mortgage, Vanderbilt Mortgage and other factory built housing industry suppliers.

LCI Industries, Patrick, UFPI and LP all supply manufactured housing.

AMG, CG and TAVFX have investments in manufactured housing related businesses.

Your link to industry praise for our coverage, is found here.

For the examples of our kudos linked above…plus well over 1,000 positive, public comments, we say – “Thank You for your vote of confidence.”

We Provide, You Decide.” © ## (News, analysis and commentary.)

(Image credits and information are as shown above, and when provided by third parties, are shared under fair use guidelines.)

SoheylaKovachManufacturedHomeLivingNewsManufacturedHousingIndustryDailyBusinessNewsMHProNews-Submitted by Soheyla Kovach to the Daily Business News for


Doing Third Party Correctly and Profitably, Monday Morning Manufactured Housing Sales Meeting

April 23rd, 2018 No comments


A manufactured home industry marketer for a well-known firm made a number of interesting admissions the other day.  We’ll touch on that later below.  But first, let’s start with the principles, and then move to the details.  Keep in mind that we not only raise important issues for manufactured housing, but also like to point to potential solutions when we do. 



Just the FACT$

News can help make or harm your business or location. That’s true for most any industry, but we’d argue its particularly true for manufactured homes, for reasons we won’t go into today. Almost anyone who has been in the manufactured housing industry for a year or more can tell you what you likely know yourself.

News can help or harm almost any business.


You can love the news, hate it, or be “meh” about some news item. But “News” has been thoroughly woven into the fabric of American – and most industrialized – societies.

So as you read this today, use TWO HATS. The first, is your marketing hat, and the second is your consumer of news hat.  This article, like so many others on the Daily Business News is for THINKERS who want to do more, profit more, and sell more – instead of whine more.


News and Marketing Hats

News done properly is absolutely essential for the advancement of our industry, and it can be highly important to almost any sized company, organization, or location in manufactured housing.  When bad news hits even a giant company like Facebook, and sends its stocks dropping by billions of dollars in lost value, what do you think that means for a relatively small industry like manufactured homes? 

Odds are good, the industry’s thinkers get it.


If you are wise, you want as much positive media as you can get.

But if you have a strong, keen mind, you know that even ‘negative news’ can – properly handled, or with the right “spin” – can at times be turned into something that’s at least useful – and surprise! – at other times, profitable.

Before diving into how you can engage your targets audience via “News” to significantly grow your business, let’s first draw an important distinction. 


Blogging vs. News

There are some bloggers and operations who claim the mantle of ‘news’ in our industry.

But upon closer examination, what they routinely do is some form of dressed-up marketing. We’re not criticizing them, just saying “it is what it is.” When third parties to our industry see those blogs, sites, or newsletters, they mentally label them for what they are. They are NOT seen as news by most savvy media, or by savvy housing shoppers, and others researching our industry. 

For years, and for a variety of reasons, we tackled stories on the Daily Business News that include bad news too, not just good news.  Rah-rah will only go so far.

Our doing a balance of news enhances credibility. and it also provides a ‘morality tale’ for those who might be tempted to do wrong. Not many want to be spotlighted with bad news, right?  You don’t have to read the linked article below, but it gives you an idea of what we are talking about here, one example of many over the years.

“Jail Him!” NPR’s “Mobile Home Park Owners Can Spoil An Affordable American Dream” Refuted

Against that backdrop, as an MHI member organization executive said during the Louisville Show, “Tony, yours is the only real game in town.” 

What that industry veteran was talking about was news.

Again, not slamming the others, but that wasn’t a throw away line or being polite by that one executive. Here’s proof. At Louisville and Tunica, the very attractive magazines printed up drew almost no pickups by attendees. Why? We’ve not done a survey, but it doesn’t take a rocket scientist to see that industry readers don’t find it to be must-reading. If it’s marketing, and someone wants to be sold something, then you pick one up.  By contrast, even those that don’t always like what we report or comment on, are reading here routinely.


This example is not meant to exclude others who blog, etc. that have precisely the same response from most industry readers. Nor is this example meant as anything other than, ‘it is what it is.” The photos don’t lie.

If MH Industry readers aren’t moved by this kind of content, why would anyone else be?

An MHI member exec wrote to say the following, “It is pioneers like you, Tony, that change our tired image…Pioneers are the ones with the arrows in their back.”

By contrast to the rah-rah-writers, in a digital era the all digital MHProNews and MHLivingNews have dominated for years. There are over a thousand LinkedIn recommendations and endorsements yours truly has been given, over 99% of them unrequested.  Those I did ask for one from a client, they gave us a glowing one, in writing.  By the way, kind words to me are a reflection on the team, and those clients who work with us.  I’m the front guy, the face, but it takes a team to make this work. So those kind words reflect on all – clients included – who’ve made this possible.



L. A. “Tony” Kovach doing a presentation in a packed room of industry professionals.  The presentation was widely praised, as is our marketing and sales training and coaching.

Arguably, no one knows the industry better in media than MHLivingNews and MHProNews.

There are deep pockets folks who will prop up some of those other pubs and glossy magazines. Fine, it’s a free country. But they don’t usually show up in searches, and if they do, they are quickly seen for being what they are. They are often seen as thinly veiled marketing.


The very fact that MHProNews and our sister site takes on controversial issues is part of what has given us credibility and influence with others.

Most of these searches are from a mobile search, as Google has often said that Mobile searches are rising, or dominant. Research in 2016 said mobile was at 50-60 percent of searches being done then, and was rising. BTW, this article is being drafted on a mobile device.

The point is that none of the industry sites came up on these searches, meanwhile, our work did on page one of Google.


Do you ever compete against Clayton Homes? Would you like to score (rank) well in a search results where you are competing against Clayton Homes? We know how, it doesn’t work every time, but it works plenty often, as these examples demonstrate.

There are numerous topics where our articles are page one, top of fold.

The same can be said for those doing videos searches.

We’ve invested nearly a decade in developing these two trade media platforms. and will not be easily replaced or supplanted unless there is massive spending by someone willing to buy traffic.  Until that happens, we’re a dominating force in manufactured housing news.

Which means our clients routinely get lower cost, better ORGANIC search and service results.  We won’t teach competitors the secret sauce, but its legit and works. It is common sense that you want to have good news about your location.  We know how that’s done, and deliver that for our clients on a routine basis.  We can do so in a variety of ways.  When you are ready to do more, let us know. 

Closing thought, which was the opening thought. That marketer, who does a good job for their operation, is right. The shakeup of Facebook, looming problems for Google and others could spell opportunities in disguise for those who want to do ORGANIC search results, instead of paid ads on Google and Facebook, etc. Again, give us a message or call when you’re ready to learn more or take the next step.  Odds are good, you’ll be glad you did. ## (Marketing, sales, management, media engagement, tips and strategies.)

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Related Reports:

“Silver Bullet,” Manufactured Housing’s Monday Morning Sales Meeting

For manufactured home marketing, sales or professional business development – plus other MH expert or consulting services – click here.

ThereAreOnly2WaysToLearnOwnOthersExperiencesLATonyKovachManufacturedHousingIndustryMHProNews-575x235By L. A. “Tony” Kovach. Co-founder of and

Ph. 863-213-4090.

Sunday Morning Weekly Recap – Manufactured Housing Industry Headline News 4.15.2018 to 4.22.2018

April 22nd, 2018 No comments


It was the best of times, it was the worst of times, it was the age of wisdom, it was the age of foolishness, it was the epoch of belief, it was the epoch of incredulity, it was the season of Light, it was the season of Darkness, it was the spring of hope, it was the winter of despair, we had everything before us, we had nothing before us, we were all going direct to Heaven, we were all going direct the other way…”

– Charles Dickens, in a Tale of Two Cities.


Who controls the past controls the future. Who controls the present controls the past.”

― George Orwell, in 1984.



Why is there so much struggle to “control the narrative” in media, politics, business, etc.?  It could be summed up in the two quotes above.

If ever there was a need for objective thinking, careful reasoning, and then precise action based upon facts not myths – this is certainly one of those time.  Let’s dive into this week’s headlines in review.


What’s New on MHLivingNews


Affordable Housing Focus Group – Comparing Housing Options – Conventional Houses, Condo, Rentals, and Manufactured Homes – Up for Growth, National Association of Realtor, Studies


The Ultimate Manufactured Home Industry Fact$, Data, and Insights – Bullets plus at-a-Glance Infographic


What’s New on the Daily Business News

DailyBusinessNewsLogoMHProNewsLogo (1)

Saturday 4.21.2018

“Dissent, Brought by Monopolists,” Bezos, Warren Buffett, Big Tech, the Moat and Clayton Homes

Friday 4.20.2018

Legal Maneuvers Continuing in Skyline Corp, Champion Homebuilders Merger Case

DNC Files Suit Against Trump Campaign, Russia, and WikiLeaks, Plus MH Market Updates


Are They Among the Best Advocates for Manufactured Housing and Manufactured Home Living?

Are They Among the Best Advocates for Manufactured Housing and Manufactured Home Living?

Housing Price Surge, Low Inventories, Housing Shoppers Stressed – Where’s Manufactured Housing?



Thursday 4.19.2018


U.S. Housing Trends and Manufactured Housing, Investor Data

U.S. Housing Trends and Manufactured Housing, Investor Data

Economic Confidence, But Concerns About Housing Signals, Plus MH Market Updates


Recent Polling Favors President Trump, Generic Ballot Sliding toward GOP, Manufactured Home Industry Implications?

HUD and Census Bureau Report Residential Construction Activity in March 2018

HUD and Census Bureau Report Residential Construction Activity in March 2018


Wednesday 4.18.2018

Troubled MH Communities Harming Manufactured Home Owners, Industry

Consumer Confidence, Manufactured Home Sales, Plus MH Market Updates


“No Nails, No Glue,” Architect Creates ‘IMBY’ Flat Pack PreFab

“No Nails, No Glue,” Architect Creates ‘IMBY’ Flat Pack PreFab

Who Will Google and YouTube Silence Next?



Tuesday 4.17.2018

NY Stern University’s Scott Galloway on Facebook Founder Mark Zuckerberg’s Capitol Hill Hearings

On Tax Day, Debate – Is Taxation Moral or a Form of Theft? – Plus MH Market Updates

Manufactured Housing – Regulatory, Other Roadblocks and Potential Solutions, Up for Growth Research, plus Urban Institute Report Revisited

Manufactured Housing – Regulatory, Other Roadblocks and Potential Solutions, Up for Growth Research, plus Urban Institute Report Revisited

Hawaii’s First “Trailer Park” on Oahu – Civil Beat’s Report Draws Heat

Hawaii’s First “Trailer Park” on Oahu – Civil Beat’s Report Draws Heat


Monday 4.16.2018

Within an Ongoing Wave of Routinely Problematic Media Reports, What Do Actual Manufactured Home Owners Say?

Stocks Rally on Economic, Earnings, and Geo-Political News – Plus MH Market Updates

“Silver Bullet,” Manufactured Housing’s Monday Morning Sales Meeting

“Silver Bullet,” Manufactured Housing’s Monday Morning Sales Meeting

Emerging Trends, Opportunities, Reflected in Interview with America’s First Black Billionaire, Robert Johnson

Sunday 4.15.2018

Sunday Morning Weekly Recap – Manufactured Housing Industry Headline News 4.8.2018 to 4.15.2018

Sunday Morning Weekly Recap – Manufactured Housing Industry Headline News 4.8.2018 to 4.15.2018

And that’s all she wrote during the week that was… ## (News, analysis, and commentary.)

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  1. 1) To sign up in seconds for our MH Industry leading emailed news updates, click here.EmailedMHProNewsHeadlineNewsDailyBusinessNews

2) To provide a News Tips and/or Commentary, click the link to the left. Please note if comments are on-or-off the record, thank you.

3) Marketing, Web, Video, Consulting, Recruiting and Training Resources

SoheylaKovachManufacturedHomeLivingNewsManufacturedHousingIndustryDailyBusinessNewsMHProNews-Submitted by Soheyla Kovach to the Daily Business News for
Soheyla is a managing member of LifeStyle Factory Homes, LLC, the parent company to MHProNews, and

Are They Among the Best Advocates for Manufactured Housing and Manufactured Home Living?

April 20th, 2018 No comments


It should be patently obvious that among the best possible sources for information on manufactured home living are consumers.


Unfortunately, as the Daily Business News has documented for years, the news stories found in much of the mainstream media routinely sees a negative tilt to manufactured housing, often incorrectly called trailer houses,” “trailer parks,” and “mobile homes” by reporters.  Sadly, not many in media use the correct term of manufactured home, when the factory built home as constructed after June 15, 1976 to the HUD Code standards.

The affordable housing is such a huge issue that a Google search today yielded 104 million search results.

Among the reasons why the work of pro-industry trade media can be irreplaceable are found in the two screen captures shown below.

Do the Google searches shown, and you’ll see the results as noted.  By the way, click the image and you’ll Part II of our Affordable Housing Focus Group and the related video.


To see Part 2 of our Affordable Housing Focus Group video and report on MHLivingNews, click here or above.

There are many things that must take place for manufactured housing to achieve its potential. Among them?  The industry must get to the root issues that keep the industry from producing and selling hundreds of thousands of new homes.


To see Part 2 of our Affordable Housing Focus Group video and report on MHLivingNews, click here or above.

The independence, fact-based and authentic stories and quotes are what makes MHLivingNews and MHProNews useful for the industry.

Similarly, the ability of MHProNews of holding those outside and inside of the industry to accountability for accuracy matters to discerning readers.



Weather Expert’s Surprising, Bombshell Statement on Tornado Deaths and Affordable Manufactured Homes


Researchers Shake Up American Dream? Rent vs. Buy, Ken Johnson, Florida Atlantic University, Exclusive to ManufacturedHomeLivingNews


Correcting the Record on Housing Affordability, Manufactured Home Shoppers, & MHI

Make no mistake, this can’t be done solo, it is always done in conjunction with and thanks to the support of clients and sponsors of MHProNews and MHLivingNews.

This is an important part of how the industry can advance from low levels, to robust levels. It should be obvious that with shipments in 2017 under 100,000 when RVs are outselling manufactured homes by more than 5 to 1, that something must be done differently.  What’s happened for the last 5, 10 or even 15 years is proven not to work by shipment statistics.

Google’s results – shown above – are an indicator of how this can and does, work.  What’s necessary, is to scale the proven results.  Positive stories must be done on MHLivingNews several times a week.  Debunking negative stores must be done within hours or days, whenever possible. That must happen routinely.  Pretty photos, cool websites, 3D tours, and wonderful videos are fine.  But if they were the solution to the industry’s needs, manufactured homes would be selling well north of 500,000 new homes a year.

Bad news must be supplanted and challenged by the truth and good news.  See the related reports, below.  ## (News, analysis, and commentary.)

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Related Reports:

“Silver Bullet,” Manufactured Housing’s Monday Morning Sales Meeting

For the Part 2 of the Affordable Housing Focus Group on MHLivingNews, please share the link below:


  1. 1) To sign up in seconds for our MH Industry leading emailed news updates, click here.EmailedMHProNewsHeadlineNewsDailyBusinessNews

2) To provide a News Tips and/or Commentary, click the link to the left. Please note if comments are on-or-off the record, thank you.

3) Marketing, Web, Video, Consulting, Recruiting and Training Resources

SoheylaKovachManufacturedHomeLivingNewsManufacturedHousingIndustryDailyBusinessNewsMHProNews-Submitted by Soheyla Kovach to the Daily Business News for
Soheyla is a managing member of LifeStyle Factory Homes, LLC, the parent company to MHProNews, and

“Silver Bullet,” Manufactured Housing’s Monday Morning Sales Meeting

April 16th, 2018 No comments


The people who say ‘there is no silver bullet’ are sincerely mistaken.


There is proven path that once used, might seem to the less informed to work like magic. But it is actually a matter of common sense, routinely applied.

What are our industry’s greatest outside enemies? They are summed up in two words, prejudice and ignorance. Once you hear or read that, you may find yourself nodding your head. Of course.

Once you understand that Prejudice and Ignorance are the outside enemies, the solution becomes clear. After years and years of fielding testing, the outlined solution routinely works, wherever it is faithfully and diligently put to use.

Thar solution is summed up in the acronym, U-DEEMS.

The U is for Understanding. Again, it may not sound sexy, but this works, and is totally common sense.

To solve any problem – your own or that of any other person – one must first understand.

Understanding requires listening and learning about the details of a circumstance.

Let’s be clear. Understanding must go beyond the superficial. It must go beyond stereotypes or PC (politically correct) notions.


Let’s be brutally honest. Manufactured Housing isn’t politically correct. Once we understand and accept that, no matter how painful it may sound or be, the next steps are clarified.

Because manufactured homes are a true solution for millions, as our new, revised infographic below outlines.




The short video with Frank Rolfe posted below makes the very simple point. People don’t know what manufactured homes today truly are.



Darren Krolewski, Co-President of MHVillage, said in Tunica in front of dozens of industry professionals that when talking to people about the words “manufactured home,” many look blank. They don’t get it.  Darren and Frank are right about that sad reality, most Americans don’t get it.  For the savvy marketer and trainer, that’s an opportunity in disguise.

Darren also admitted to not knowing why their conversion ratios, or that of giant Clayton Homes, are so low. NOTICE: we are being clinical here not critical. These are facts, not put downs. Don’t misread, which is a way of saying follow the logic, seeking understanding of the point.

Use Darren’s numbers – 25 million unique visitors, about 80,000 sales. That’s a lot of sales, but most were used, and the total conversion rate of website lookers to actual buyers is only about 1/3 of 1 percent. That’s a wake up call for the entire industry.

But hidden in that painful reality, is the opportunity.

Here is the good news in Darren’s troubling MHVillage statistics.  When you and your operation learn how to grow that minuscule fraction up to even say 3 percent conversion, or to 4 percent, or 5 percent conversion, that means your location would have 900 percent, 1200 percent, to 1500 percent sales growth.

Odds are very good that achieving that higher conversion ratio would transform your business.

That huge payoff is what’s sexy. That’s the silver bullet, once you grasp reality and what the Return on Investment (ROI) from addressing that reality means.

To get that ROI requires Understanding and the rest of the elements of U-DEEMS.

It is precisely because Manufactured Housing is misunderstood that the opportunity is so great.

Which leads us to the D of Disciplined.

‘One and done’ is for quitters and the lazy. Every athlete trains. Every doctor does too. What you said to your last customer that was effective with them, must still be said anew for the next one that’s not heard the same wisdom. The nailing gun used on the last floor or wall must be used on the next one too. That successful pattern must be repeated on all those that follow, until a better method is discovered and proven to be as cost effective and durable.


People PRACTICE medicine, and attorneys “practice law.” Athletes PRACTICE. What makes sales professionals think they can skip practice?  Another phrase for ‘practice’ is routine discipline. 

Discipline – routines, or systems – are required in any profession.  From ditch digging, to equipment operation, teaching, law enforcement, MH marketing or sales, and so on through the list of professions.

Education is paired with Discipline. Education must flow from Understanding, Education must feed Understanding.

Education isn’t a one and done either. Research has proven that information heard once often fades quickly. Part of the reason propaganda works is because of repetition.

Repetition isn’t sexy – or is it?  Repetition can be sexy, once Understanding exists. The more you repeat something, the greater your understanding and appreciation of it tends to be.

Without Engagement, the most educated and trained person can do little or nothing effectively.  Engagement takes place at what we will call and encounter or a…

Meeting. You can meet with someone in person, by phone, online via chat.  You can meet with someone solo, or in a group.

Every real engagement requires some sort of meeting.

All of this requires a system, or to rephrase, is systematic or must be Systemic. Those are the elects of U-DEEMS.

Every system is measurable. In fact, to understand the system, once must routinely measure results.


Costs and Benefits

Compared to the costs of the rest of your operation, the investment to put this Silver Bullet of U-DEEMS to work is reasonable. Think about how much it costs to operate a sales center, or how much is invested in any manufactured home community.  Maximizing that investment requires the discipline of marketing and training.  Done properly, those aren’t cheap.

But there is a far higher cost to not putting U-DEEMS to work.  The high cost of lost sales way outweighs the most investment of sustained training.  Do the math of profitably growing your sales even 500 percent, and you’ll quickly understand that investing thousands in marketing and training are a no brainer.

What Darren and Clayton Homes indirectly prove is that they need massive numbers to get a few buyers. Clayton in particular, per sources, spends millions on marketing alone, plus more on training, yet after millions of online encounters a year, only some 49,000 homes – HUD Code, modular, and tiny combined – were sold?  Darren’s MHVillage stats suggest their average sale is $37,500, and given that the average new manufactured home is over $70,000 in late 2017, that means far more used homes than new are being sold.

Again, these are NOT put downs of big and successful operations, like Darren’s MHVillage, or Clayton Homes. Rather, these are reality checks.  

Because frankly the same pattern – albeit on a smaller scale – holds for other operations in our industry.  I know, because we talk to people who report similarly low conversions rates.

That’s why there must be a long term investment in people and systems, and those must be the right people. If they aren’t the right people, we have a proven, proprietary process to recruit and train winners.  But you should always begin with those who you have, because you’ll be surprised how feeding the right information the right way to sales pros often results in great ROI.


CFOAsksCEOWhatHappensIfWeInvestInDevelopingOurPeopleandThenTheyLeaveUsCEOWhathappensifWeDontandtheyStayManufacturedHOusingINdsturMHProNewsThe good news is that most people want to be part of something bigger and better than themselves. People want to be part of a winning team. Help your team mates grow, and the odds are proven to be in your favor that they will stay, and make more sales.

With few exceptions, winter weather is almost in the rear view mirror. We are coming into warmer and nicer weather nationally. There is no time like the present. The Silver Bullet is summed up in U-DEEMS. To learn more, click, message or call. ## (Marketing and Sales Coaching, industry reality check, analysis, and commentary.)

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For manufactured home marketing, sales or professional business development – plus other MH expert or consulting services – click here.

ThereAreOnly2WaysToLearnOwnOthersExperiencesLATonyKovachManufacturedHousingIndustryMHProNews-575x235By L. A. “Tony” Kovach. Co-founder of and Ph. 863-213-4090.


‘You Are Either Clayton Homes, or You’re Not’ – Monday Morning MH Sales Meeting

April 9th, 2018 Comments off


You may know the axiom, “If you keep doing the same things, the same way, expect the same results.”


What does that mean for anyone selling in the manufactured home (MH) industry today?  Several things. The independents in the MH industry, sources say, lacks enough strategists.

For example, not many are getting an honest SWOT assessment. This article won’t focus on those points, but it will on this related one.

You are either Clayton Homes, or you are not.” Burn that phrase into your mind.

Make “You are either Clayton Homes, or you are not.” part of every MHVille planning session. That doesn’t mean you have to bring it up in every sales meeting. But what it does mean is that as an owner or manager, you have to navigate the elephant in the room.

And no one less notable than Warren Buffett has de facto declared war against those who are ‘not Clayton.’ That may sound negative, but isn’t it reality?  Listen or read what the man said…

There’s class warfare, all right, but it’s my class, the rich class, that’s making war, and we’re winning.” Warren Buffett, per Goodreads.

If you don’t take seriously what the man has said and done – including in manufactured housing – then by definition, you are ignoring reality – and the valuable lessons necessary for a business to survive, and thrive.

Consider this quote from Warren Buffett’s recent annual letter, citing Kipling…

If you can keep your head when all about you are losing theirs . . .

If you can wait and not be tired by waiting . . .

If you can think ‘ and not make thoughts your aim . . .

If you can trust yourself when all men doubt you . . .

Yours is the Earth and everything that’s in it.’


Yours is the earth, and everything in it. Aren’t those the words of a true monopolist? But there’s more…



As an award-winning manufactured home retailer told MHProNews recently, ‘While most in manufactured housing are busy working on selling their next home, others are busy planning on how to put you out of business.’

Don’t ignore the elephant in the room.  Especially, if the elephant is hunting you.

To survive, to thrive, you must have a reality-based strategy. That’s just a basic premise of SWOT – Strengths, Weaknesses, Opportunities and Threats.



Not Clayton, Not Berkshire Hathaway?

What if you aren’t selling a manufactured home? What if you are selling some product or service entirely different, but are still very much related to the manufactured home industry?

For example, if you are an MH Community loan broker, should you be nervous about Vanderbilt Mortgage entering the community lending space? Or if you are a community broker, what should your position, interests, or concerns be?  Let’s allow Warren Buffett answer that with the following example.

Quoting from Buffett’s most recent annual letter to Berkshire Hathaway (BH) shareholders,

I have told you several times about HomeServices, our growing real estate brokerage operation.  Berkshire backed into this business in 2000…But, year-by-year, the company added brokers and, by the end of 2016… HomeServices was the second-largest brokerage operation in the country…Despite its recent acquisitions, HomeServices is on track to do only about 3% of the country’s home-brokerage business in 2018. That leaves 97% to go. Given sensible prices, we will keep adding brokers in this most fundamental of businesses.”

3 percent in hand, 97 percent to go. Take the man at his word.  Think trends, history and trajectory.  Think SWOT.

Kevin Clayton said in a video interview in 2011 that they had 25 percent of the manufactured housing industry production then. Last year, they finished at about 50 percent. That’s the trend line. That’s what an independent told the Daily Business News is “the obvious trajectory of the industry.”


Since this graphic was produced, new data has arisen. Clayton-Cavco-Champion (given the Skyline merger) will yield either 75 percent or 80 percent of the industry’s total production, per Cavco or other MHI member produced data.

A lender in manufactured housing that’s not a BH lender – but is an MHI member – said that there is no doubt that the association tilts towards Clayton, 21st and Berkshire Hathaway. That lender  is aware of reality, yet optimistic, but that is his nature. Sometimes people do not see their own tendencies, just as some don’t strategize based upon the tendencies of their competitors.

What do you do if you are not Clayton, and not Berkshire Hathaway owned?

First, pray. Seriously, pray every day.

Next, plan. They have their own strengths, and weaknesses, but you must be able to spot them and plan around them. They have their own opportunities and threats. That is the nature of SWOT.  Logically, your SWOT must operate with their SWOT in mind.

Buffett’s strength’s are many, but consider these that anyone can grasp.  Think long term.  Learn all you can about the reality of your industry, and its place in the broader market.  Keep learning. Buffett says he reads 5 to 6 hours a day.  Can you manage 30 minutes or more?

You need a SWOT. You should count on the fact that your opposition does.  At Berkshire and Clayton, they call their plan “the Moat.” You can call these concerns, allegations, fantasies…or a reality check.


Readers must recall that the moat isn’t just defensive. Watch the Kevin Clayton video, read Buffett’s words, and the statement emerges that they want to continually expand their moat. Reality, check it out for yourself.

You are either Clayton or Berkshire Hathaway, or you are not.  That’s reality.

Especially those who do business with Berkshire Brand, or is in MHI, need to think matters through.

Need a plan? Call, message or email me. ## (Marketing, sales, management, news, analysis, and commentary.)

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For manufactured home marketing, sales or professional business development – plus other MH expert or consulting services – click here.

ThereAreOnly2WaysToLearnOwnOthersExperiencesLATonyKovachManufacturedHousingIndustryMHProNews-575x235By L. A. “Tony” Kovach. Co-founder of and


Millennials, Student Debt, and the Overlooked Manufactured Home Option – National Association of Realtors (NAR) Report

April 6th, 2018 Comments off


When the National Association of Realtors ™ (NAR) does research, they often get granular in their details.


A growing share of homebuyers are millennials, and more of them are purchasing single-family homes outside of urban areas, according to the 2016 National Association of Realtors® Home Buyer and Seller Generational Trends study, which evaluates the generational differences1 of recent home buyers and sellers,” said the NAR in a release to the Daily Business News.

NAR2018ResearchAgeGroupsHomeBuyersManufacturedHousingIndustryDailyBusinessNewsMHProNews600The NAR research also found that “although student loan debt is more prevalent among millennial buyers, they aren’t the generation with the largest student debt balances.”


Lawrence Yun, NAR chief economist, said that while many millennials may prefer to live in an urban area as renters, the survey reveals that most aren’t staying in cities once they’re ready to buy.

The median age of a millennial homebuyer is 30 years old, which typically is the time in life where one settles down to marry and raise a family,” he said. “Even if an urban setting is where they’d like to buy their first home, the need for more space at an affordable price is for the most part pushing their search further out,” said Yun.


The numbers reflect that the percentage of millennial buyers in an urban area is declining.



The share of millennials buying in an urban or central city area decreased to 17 percent (21 percent a year ago) in this year’s survey,” said NAR, “and fewer of them (10 percent) purchased a multifamily home compared to a year ago (15 percent). Overall, the majority of buyers in all generations continue to purchase a single-family home in a suburban area, and the younger the buyer, the older the home they purchased.”


Every home in this collage photo is a modern manufactured home. Learn more at


The Challenges and Opportunities for MH

That NAR research could be good news for manufactured housing sellers looking to engage with millennials.

Historically, one of the two big categories of buyers that manufactured homes attracted were young households and retirees. A somewhat rough and dated industry quip captures that insight by saying that manufactured homes are sold mainly to “the newly wed, and the nearly dead.”

Millennials or Generation Y are defined by the NAR as those 37 years old and younger.

Per NAR’s research, “buyers 37 years and younger (Millennials/Gen Yers) is the largest share of home buyers at 36 percent.”

In the NAR’s report student loan debt is identified as an important barrier issue for obtaining housing. Federal Reserve Chairman Jerome Powell, in an Congressional oversight hearing, also said that student debt is a looming economic issue.

Factors such as income, credit history, down payments, and debt-to-income ratios are common parts of the formulas used by lenders in or out of manufactured housing to determine if someone qualifies for a home loan.  What that means in practical terms is that some who can’t qualify for a loan on a more expensive conventional home, will be able to qualify for financing on a manufactured home.

The GAO graphic below helps make that point, and is linked to a report that reflects that it can be a good option for wealth building, per Florida Atlantic University (FAU) researcher Ken Johnson, Ph.D.

NAR has been generally supportive of manufactured housing for some years, as a report published on MHLivingNews spotlighted about 2 years ago (see linked related report, linked at the end of this article, below).

That said, there may be no specific reason for the NAR to promote a solution – such as manufactured housing – that doesn’t directly involve Realtors™. That reality is one of several reasons why the MHProNews report linked below is so important for the industry’s potential future progress.

“Kevin…the Problem of Your Industry…”

The issues millennials and student debt is one that MHLivingNews has tackled, see the video in the article posted below.


The video on this page includes a millennial talking about her manufactured home, a young veterinary doctor, who talks about student debt and her manufactured home, and a real estate agent who is bragging b out her manufactured home. Click the image above to see the video.

Sharing this link –>  <– via your operation’s social media is one easy way of boosting your firm’s outreach to Millennials and others who may be saddled with student loans or other debt in your specific market(s).

The opportunity for manufactured home sellers to tap into the largest part of the population is an important one.  While associations might in theory be useful in this process, at the end of the day, UMH President Sam Landy was correct. Landy told MHProNews that it is the individual business that must be responsible for its own marketing.

The full download of the NAR research is found linked here. ## (News, analysis, and commentary).

(Third party images are provided under fair use guidelines.)

Related Reports:

Bloomberg, HousingWire, Realtor and Fox all suggest Manufactured Homes as Important Solution for Affordable Housing in America

Two Great Laws Already on the Books NOW,  Can Unlock Billion$ Annually for Manufactured Housing Industry Businesse$, Investor$

2 Video Seminars with Tips on Reaching More Qualified Buyers, Including Millennials:

Understand, Plan, and Execute – Monday Morning Sales Meeting

Marketing, Web, Video, Consulting, Recruiting and Training Resources

SoheylaKovachManufacturedHomeLivingNewsManufacturedHousingIndustryDailyBusinessNewsMHProNews-Submitted by Soheyla Kovach to the Daily Business News for

Soheyla is a managing member of LifeStyle Factory Homes, LLC, the parent company to MHProNews, and

Put Taxpayer Funded Comments to Work for Your MH Location, Monday Morning Sales Meeting

April 2nd, 2018 Comments off


It isn’t every day that a U.S. Senator tells America that he grew up in a “trailer park” [sic], and later bought a “mobile home.”



And it isn’t every day that a world-famous brain surgeon tells America that manufactured homes are “amazing.”


Everyone in sales or marketing ought to understand the power of third party testimonials.  What some may – or may not – understand is that the testimonial doesn’t have to be specifically about your location or business.

The video below does both of those points. We posted this revised version of this video on YouTube, which you are hereby authorized to use so long as you don’t alter the video – which means that you can post it to your website.

The embed code your web developer needs is shown below.

<iframe width=”560″ height=”315″ src=”″ frameborder=”0″ allow=”autoplay; encrypted-media” allowfullscreen></iframe>

This is simple, and common sense. For maximum benefit, you’ll want to post it prominently on your website, and on social media.

Every major decision – and buying a manufactured home is a big one for most people – involves a ‘weighing process.’  There are the reasons to do something, and other factors that point to not making the same possible choice. It’s stating the obvious. With all of the negative media about MH, you want as much positive to be seen by your prospects.


A video like this could be one more reason to that might tip the scales in your favor. The taxpayers pay these gents salaries. Let those tax payer funded comments go to work for you. ## (News, business tips, analysis and commentary.)

(Third Party Images are Provided Under Fair Use Guidelines.)

For manufactured home marketing, sales or professional business development – plus other MH expert or consulting services – click here.

ThereAreOnly2WaysToLearnOwnOthersExperiencesLATonyKovachManufacturedHousingIndustryMHProNews-575x235By L. A. “Tony” Kovach. Co-founder of and


Understand, Plan, and Execute – Monday Morning Sales Meeting

March 26th, 2018 Comments off


All planning ought to be based upon reality.


It’s not easy for a person to be objective about themselves, or their location/operation.

Multiple HUD Code manufactured home producers and lenders reps have shared with the Daily Business News a similar observation.

What is that third-party, outside looking in observation? That the marketing and sales expertise is low at a number of manufactured home (MH) street and community based retailers.

Rephrasing, according to third-party MH industry observations by field reps, MH retailers and communities routinely need improvement.

It’s axiomatic that “you can not give yourself what you do not have.” As the clever saying goes, “you don’t know what you don’t know.”


When the same observation about a lack of marketing and sales skills is made time and again,
and the industry’s collective sales results are still well below historic norms,
it’s time to listen, and act upon it, isn’t it?  Because all planning ought to be based upon reality.

Many of the expenses at a retail location are fixed, so lost sales opportunities are far more expensive than the modest investment in professional marketing and sales training.


Why Such Modest Results, When Opportunities Abound?

Week after week, MH industry and third party media reports indicate the tremendous need for affordable housing. There are good reasons to believe that the typical retail or community could increase sales by no less than a “factor of 5” —  500 percent or more growth potential.

That obviously being so, why are the results for manufactured home retailers so low? Especially when compared to the industry’s own past?

UMH President Sam Landy has stressed the personal responsibility of each business for marketing their own location. While Landy was talking about marketing, doesn’t that same principle obviously apply to selling skills and sales processes?

The other side of the responsibility coin is this. Some HUD Code producers today invest in their independent retailers and communities to various degrees, while others do little, especially when compared to the greater sales and production levels of the past.

HUD Code Manufactured Home Builders used to routinely provide all sorts of training and marketing for their independents. Sales results were often higher then too.  Coincidence? Hardly.

The first video below makes the factual, reality-based case of how to begin to sell more homes.

The following video explains how a previously struggling location dramatically increased their business, after working with our consulting and coaching operation.


Yes, There are Other Factors

It’s a fact. No trade publisher in manufactured housing has reported on the other causes of the industry’s low sales levels more than MHProNews has. It’s important, even vital, for independents to recognize the trends and forces that caused the industry’s slide to its currently low levels.

At the same time, there are retailers and communities that have demonstrated success in precisely the same kind of circumstances that you and your peers have.

Once others have proven they can do something, it becomes easier to recognize that “if they can do it, then I can too.”

Or as Henry Ford brilliantly said, “Whether you think you can or whether you think you can’t, you’re right.”

Hear what millennial and third generation partner Tom Fath said in his own words about why the process we teach works, and yields happy home owners.


Learn, Earn, Return

The savvy professional must have a never quit, can do, learn, earn, return mindset.

By yourself, or with the support of others, either way selling MH retailers and selling MH  communities must do whatever is honest and sustainable that brings better results.

When the billionaires note the need to study issues (reading, research),
when successful companies bring in outside experts,
these are big clues for operations of all sizes.

Need a new or better:
sales system,
sales recruiting method for new team mates,
third party video interviews or
other channels of honestly, profitably earned new business?

Then call me at 863-213-4090, or email

As one of the most endorsed, recommended and best recognized professionals in manufactured housing, it pays to start your reality check with Tony right away.

Profitable change doesn’t often happen by mistake. Successful change occurs because someone makes it happen. ## (Marketing, sales, management, analysis, and commentary.)

(Third party images, cites are provided under fair use guidelines.)

ThereAreOnly2WaysToLearnOwnOthersExperiencesLATonyKovachManufacturedHousingIndustryMHProNews-575x235By L. A. “Tony” Kovach,
award-winning consulting, publisher, web, video, recruiting, sales training, business development service provider. | | Office 863-213-4090 |

Connect on LinkedIn:

Tony is a managing member and the co-founder of LifeStyle Factory Homes, LLC.

Michele Tafoya’s Success Secrets, Adapted for Manufactured Housing Pros

March 23rd, 2018 Comments off


Is there a “secret” to success?


It’s a question tens of thousands in manufactured housing, and millions beyond our industry, want to know more about.

Yes, there is a secret, but it’s no secret says Michele Tafoya, Sideline Reporter for NBC Sunday Night Football.

Tafoya shares the secret…that millions already know.

Countless books, seminars, and gurus promise to teach you the “secrets” to success,” says Tafoya in this Praeger U video.

Well, here’s my secret: There are no secrets to success. Actually, it’s pretty simple. Want to excel in whatever you do? Get to work. Keep working. And don’t stop until the job is done. That’s called “work ethic,” Tafoya says with a smile.

I had my first real job at 13. I was a papergirl,” said Tafoya in the video posted below. “I delivered newspapers to people’s homes and sold subscriptions door-to-door. That job taught me persistence. I learned that to succeed, especially in sales, you have to knock on a lot of doors.”

One short personal story at a time, Tafoya tells an authentic tale of the skills required for success.

  • Never quit.
  • Keep working.
  • Persistence.
  • Accountability.
  • Don’t look down at any legitimate job.
  • Failure can lead to success.


Those qualities and others that Tafoya names are so common sense to some, but may need to be reinforced for others.

In the manufactured housing industry, where opportunities are all around you, but misunderstandings, unlevel playing fields and stereotypes abound, her story is always a timely one. The obstacles manufactured home professionals and investors face are opportunities in disguise.

For those who honestly serve and do what it takes to make it so, the potential in manufactured housing rivals or surprises other industries. Who says?  Just listen to the statistics on the need for affordable housing.  Then, do what Tafoya said.  Get to work. ## (Inspirational, analysis, and commentary.)

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Thousands of MH Pros “Get It.”

Sign Up Today! Click here to sign up in 5 seconds for the manufactured home industry’s leading – and still growing – emailed headline news updates.

You’ll see in the first issue or two why big, medium and ‘mom-and-pop’ professionals are reading these headline news items by the thousands. These are typically delivered twice weekly to your in box.

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Soheyla is a managing member of LifeStyle Factory Homes, LLC, the parent company to MHProNews, and