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Michigan Association’s Video Campaign, What They’ve Said About Manufactured Home Living

April 11th, 2019 Comments off

 

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Cannot believe they used our promotional material from the nineties to mock our industry! Not cool!!” said William G. ‘Bill’ Sheffer, CAE, Executive Director, Michigan Manufactured Housing Association (MMHA).

 

Sheffer and the MMHA are not the only Manufactured Housing Institute (MHI) members and affilates who have ranted about HBO’s John Oliver Last Week Tonight viral hit called “Mobile Homes.”

MHI is said to have tried to head this off, if so, they missed.  Now that it is out, the consensus of the emailed statements among MHI affiliated executives – under the watchful eye of Arlington, VA – is that it is wise not to respond to this latest hit against the industry.

Really?

What happened to the notion from former MHI Chairman, Tim Williams?  See his prior on the record quote on just such hits below.

TimWilliams21stMortgageCEOthenMHIChairmanGoodArgumentsRefuteEveryStatisticsRespondEveryStoryPBSDIckErnstDailyBusinessNewsmHPronews

For clarity, using the wheat and chaff principle, MHProNews agrees with the first two sentences of this on the record prior statement by Tim Williams, then MHI chairman. So after years of not doing this, and the industry still struggling, when is MHI going to do what their chair said makes for a common sense argument?

 

The MHI connected leaders can’t have it both ways.  They’ve tried not responding to PBS, to OZY Media, other such perceived slurs on our industry for years. How is that working out?

Let’s let Michigan’s own stated facts answer that question.

At the request of their marketing contractor, the Michigan association wanted readers to know about the following.

Hi Tony,

Here’s some initial information for you.

The two TV spots are on MMHA’s YouTube page:

“50% Less per Square Foot”

 

 

Communities in Great Locations

 

Michigan Manufactured Home NEW Sales

2017: 4864 (significantly up from 2016’s sales of 2759)

2018: 4096

 

Michigan Manufactured Home USED Sales

2017: 1881

2018: 2900

 

…Thanks,

Cheryl Russell

 

So, let’s recap the above from Ms. Russell.

During an affordable housing crisis, Michigan’s new home sales went up from 2016, and then went down from 2017.  What is not stated in the above are the large numbers of those new units going into land-lease communities as rental housing.  New HUD Code home sales remain at historically low levels.  Industry factories – including numbers of MHI-only producer members – have told the Daily Business News on MHProNews that they see a wall coming, as communities get closer to capacity.

Something must change, because the industry isn’t advancing.  Instead, both MHI and MHARR’s data reveal that the industry is going backwards now for the past 6 months.  What do the leaders of MHI have to say?  They point to inventory restructuring, a decline in FEMA order, an other arguable head fakes. MHI’s own members investor relations data points to historically low production as reason to believe there is more upside.

 

Let’s be clear.  MHProNews believes it is better to light a candle than curse the darkness.  So to that extent, we commend the MMHA.

That said,  what the MMHA effort has done is once more prove that pretty pictures, nice website, or a fine commercial video aren’t the only answer.  Frankly – and to their credit – the MMHA has done more than many states, and has for years.  Yet Michigan’s shipments have been in decline. Russell and the MMHA admit it is so.

It isn’t a slam to say the following, it is a sobering reality check.

LATonyKovachHenryFordQuotesPrettyPicturesAchieveGoalsDailyBusinessNewsProNews

 

As of the time this report is being created, here are the video view statistics on the MMHA videos, compared to the views on John Oliver’s “Mobile Homes” viral hit video.

MHProNews respects the MMHA’s contracted media firm – via Ms. Russell – doing what was asked, giving factual replies. Here was some of the pull quotes from the press release Russell initially asked us to run.

 

  • Consumer interest in manufactured housing continues to be strong. In 2018, new manufactured home sales in Michigan totaled 4,096. MMHA wants to continue the industry’s momentum and educate potential homebuyers on manufactured housing quality, style, lifestyle and affordability.

 

Momentum?  The statistics betray that claim.  It was one of the reasons we, as responsible trade media, asked the follow up questions, which Russell thoughtfully did.

 

  • We are targeting those who are looking for affordable alternatives to traditional built homes,” said Bill Sheffer, executive director of MMHA. “Homebuyers are looking for high-quality homes with great features in friendly neighborhoods.”

 

MMHA has, once more as noted, done more than many manufactured home state trade groups. But what they have arguably not done are the same thing that MHI and the ‘big boys’ have not done.  That is to fight back, debunk the false or misleading claims made against the manufactured home industry.  It is our contention – backed by years of evidence – that it is a critical part of advancing sales once more.

Why hasn’t MMHA, done so?  Sources say it is difficult for many associations, not just MHI.  Why? Because what Marty Lavin, JD, who won one of MHI’s most prestigious awards, said is arguably true.

 

SoTheAssociationMHIIsNotThereFortheIndustryUnlesstheinterestsoftheBigBoysJointheIndustry'sMartyLavinMHIAwardWinnerQuoteMHProNews

MHProNews looks at the facts, considers the sources, and follows the evidence. MHI earlier last year, and for years before, MHI routinely replied promptly to all inquiries. But since we’ve spotlighted the problems and concerns, they’ve gone silent. Why? If the facts are on their side, why not make offer a cogent explanation?

 

While the industry’s Arlington based trade group and their surrogates posture action, every savvy business measures action by results.  Those results are certainly going to include shipment and production reports. It isn’t just Michigan, even number 1 and 2 Texas and Louisiana have declined year-to-date.

 

Febuary2019NewHUDCodeManufacturedHousingShipmentData

 

But big boy firms can measure results differently.  They can measure results by consolidation of more independently owned sites, of more independent retail centers that vanished.

 

MichiganManufacturedHousingAssociation2VideoStillsDailyBusinessnewsMHProNewsHBOMobileHomesLastWeekTonightJohnOliverFactCheckDailyBusinessNewsMHproNewsStillPhoto

 

MHI’s general counsel and others there have been asked to respond to these concerns. We know they got the messages. Silence.  That’s their right in the U.S. constitutional system.

But that silence can be construed to imply that our concerns are valid.

Meanwhile, the industry gets buffeted – pun intended – by the new John Oliver video that has gone viral, and is being reported by numerous media outlets.

It is time to shake up the system, because what has been occurring has benefited only a few.

That’s this afternoon’s manufactured home “Industry News, Tips, and Views That Pros Can Use.” © where “We Provide, You Decide.” © ## (News, analysis, and commentary.)

 

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Builder Confidence Drops, Post Midterms, Affordability Concerns Rise

November 20th, 2018 Comments off

BuilderConfidenceDropsPostMidtermsAffordabiltyConcernsRiseDailyBusinessNEwsMHProNews

Growing affordability concerns resulted in builder confidence in the market for newly-built single-family homes falling eight points to a level of 60 in November on the National Association of Home Builders/Wells Fargo Housing Market Index (HMI), writes Robert Dietz  In a release to the Daily Business News on MHProNews. “Despite the sharp drop, builder sentiment still remains in positive territory. Builders report that they continue to see signs of consumer demand for new homes but that customers are taking a pause due to concerns over rising interest rates and home prices.”

 

In a separate video aimed more to their own members, NAHB also spends about 15 minutes focusing on the impact of the 2018 midterms on the housing market, which in turn influences builder confidence. So, the NAHB quotes above and below are more geared to the general population.

NAHBWellsFargoHousingMarketIndexOct2018DailybusinessNewsMHProNEws

 

For the past several years, shortages of labor and lots along with rising regulatory costs have led to a slow recovery in single-family construction. While home price growth accommodated increasing construction costs during this period, rising mortgage interest rates in recent months coupled with the cumulative run-up in pricing has caused housing demand to stall. As a consequence, builders have adopted a more cautious approach to market conditions.”

 

HousingAffordablitiyNAHBOct2018ManufacturedHousingIndustryDailyBusinessNewsMHProNews

 

The decline of builder confidence should be noted by policymakers. Recent statements on economic conditions have lacked commentary on housing, even as housing affordability has hit a 10-year-low. Given that housing leads the economy, policymakers need to focus more on residential market conditions,” said the NAHB.

 

NAHBTweet30000ConstructionSectorJobs330000AddedLast12MonthsConstructoinEmploymentYoYOct2017to2018

 

The MHVille Takeaways?

HUD Code manufactured housing ought to be surging, not snoozing, in the light of data like this.  This is yet another not-to-be-ignored statistical evidence that manufactured housing’s post-production leadership continues to fail small-to-mid-sized firms.

 

National New HUD Code Manufactured Home Production Data Summary, September 2018 Analysis

 

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Fall Manufactured Housing Show Features Free Education, Fun, Special Financing, & More

September 18th, 2018 Comments off

FallManufacturedHousingShowLegacyHousingOct15-172018DailyBusinessNewsMHproNews

A big manufactured housing show is set for October 15-17, 2018 in Fort Worth, TX. 

 

It makes several simple, yet profit-generating, promises.

  •  Free Education,

HummerHappyHourTourLegacyHousingFallShowOct15to172018ManufacturedHousingMHProNews

  • A variety of off-hours fun and entertainment,

TourofCowboyStadiumStarLegacyHousingFallShow0ct15-172018DailyBusinessNEwsMHproNews

  • Special Financing that helps you stock and sell more homes,

MrStockyardsBehindScenesToursLegacyHousingOCt15-172018FortWorthStockyardsDailyBusinessNewsMHProNews

  • Marketing and Sales Tips from Pros,

To learn more, click the article linked above and/or click their banner ad below for more details, or to RSVP. 

October15-172018RSVPmanufacturedHousingFall2018LegacyHousing

Free hotel rooms are currently available for the rapidly-approaching event. ## (MH Industry Event, business news, and commentary.)

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Related:

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Code of Conduct – Good or Bad News, and Home Selling – Monday Morning Manufactured Housing Sales, Marketing Meeting

May 28th, 2018 Comments off

StopCodeofConductPxStoryBlocksManufacturedHousingIndustryDailyBusinessNewsMHProNews550x315

To do a good job of marketing and selling, one must first have a sense of the broader, and local market elements. We’ll share some examples today that are essential for a marketing or sales professional in manufactured housing to understand in order to be effective with qualified prospects. We note that in all of our coaching sessions, good ethics and customer satisfaction must be understood as the given background, and the goal must be for the good of all.

 

Crain’s Detroit published a story that explained just how far manufactured housing nosedived in their state from the peak of 1998, until the recovery from the bottom hit in 2009 began in 2010. While it has positive elements, that report also raises questions for a savvy shopper or investor.

The Urban Institute did a report in January on manufactured homes, which was largely positive for the manufactured home industry, at least by mainstream news standards.

Several mainstream media (MSM) outlets have been spotlighting the need to protect manufactured home communities from destruction, because they are so important for affordable housing.  We’ll plan to spotlight one of those, sent to us as a news tip, hopefully this week here on the Daily Business News

The first takeaway is that there are some positive news stories carried by MSM and by third party researchers. These are examples of the kinds of stories industry professionals should prefer to see more of – and it is in part, up to pros like you – to make that happen in your market(s).

That said, the sad reality is that beyond press releases, most media coverage about our industry tend to be negative. Ignoring that reality costs the industry billions of dollars a year in new HUD Code manufactured home sales.  That means, mostly negative media coverage likely costs your location millions of dollars a year in additional manufactured home sales that your business would otherwise make.

The two screenshots of Google search results below are recent examples. See for yourself the ratio of bad news to good news stories.

 

ManufacturedHomeIndustryMembersDeclineTakeSidesRossvilleParkOwnerChatanoogaTimeFreePressManufacturedHousingIndustryMHProNews

There are times when none of the top 8 to 15 MSM news stories about MH are positive. Do you think that pattern impacts home buyers?  The third story from the top, above, is linked here.

2018-05-27_1331MobileHomeGoogleNewsMobileHomeSearchDailyBusinessNewsMondayMOrningSalesMeetingMHProNews

Let’s be clear. A large percentage of the time that we at MHProNews engage with the mainstream media, the reporter will use better terminology, and will try to work in some of what was said. Reporters are people, they usually want to be fair. Are there exceptions? Sure, but many will strive to get some balance into their report. For MHVille, more balanced reporting represents progress, every time it is done.

That in a nutshell explains a significant part of why manufactured home (MH) sales are still at historic lows, in spite of a raging affordable housing crisis.  But for the savvy MH marketer, that’s opportunity in disguise. Keep in mind that the MH Industry squandered a historic opportunity in the late 90s and early 2000s.  We’re being given another such moment in history.  Let’s make the most of it, shall we?

MobileHomeShipmentsManufacturedHomeShipmentChartMHIAShipmentsMHIndustryChampionSkylineHUDCodeDailyBusinessNewsMHProNews

A savvy, visionary MH marketer sees the problematic trend since 2000 as opportunity in disguise.  To tap that opportunity requires work, but the reward is significantly higher levels of new home sales that result in happy customers.

 

Story Telling, Defining Yourself, Media Engagement, and Code of Conduct 

To tee this up, as a volume retailer for many years with happy homeowners, I never waited for someone else to define my business or my products. I didn’t wait for an association, a manufacturer or anyone else to do what our team could do best.

That’s not to say that associations, builders or other third parties can’t play a role. Indeed, they can and should.  But I didn’t hold my breath, waiting for that to happen. 

Because if you or I’m waiting for someone else to define and boost business, what if they delay? What if they do a poor job?

We set sales records, and hit the top ½ of 1 percent of all retailers in the nation by making things happen.  We synergized with others, as much as possible, but we also did what we needed to do, come rain or shine.  

So, akin to what Sam Landy, president and CEO of UMH Properties told MHProNews, we did our own marketing. It was wildly successful, and that occurred during tough times when dozens of new home retailers in our state vanished. 

The are many beautiful aspects to manufactured housing.  One such point – if you make it appealing in your market(s) – is this. Affordability is always going to have a clientele. Nor does affordability have to be the lowest rung on the ladder client. Good times, or bad times, a motivated retailer, community, developer, or producer, can sell, sell, sell. They can do so honorably, with good CSI, and happy homeowners who send their friends.   

After my first few years in the manufactured home business, I learned by trial end error how to successfully engage the media. Do that in your market, and forge that habit.

 

Example

Here’s an example of a radio show I was recently invited to do. This was for a regional talk radio station, so imagine this in your market.

AffordableMobileHOmesNotWelcomeinBozemanMT1450AMTomEgelhoffOpenForBusinessSmallBusinessExpertManufacturedHousingIndustryDailyBusinessNewsMHProNews

Notice that the topic sounded negative. Indeed, in one sense, it was, but it was dealing with a local reality. Don’t run from tough topics! Dive in! Push back with the facts, and the truth properly told! Make a difference!

This part of the radio show is about 20 minutes on air, with maybe half of that – near the middle – included me.  If you listen carefully, every caller had something good to say about manufactured homes. Even though the others on the air may have misused the terminology, I hit key points using the correct industry lingo, while also explaining briefly the industry’s evolution, and appeal to all economic groups.

Click the arrow to play back the audio.

TrailerHouseMobileHomeManufacturedHomeFactoryBuiltHousingEvolution101MHProNews-MHLivingNews

Make a habit of using the correct terminology. Encourage your team to learn it and use it too. It pays.  

I’ve never stopped reading or learning about the industry, and how it fit into the broader housing market. We use that with our coaching clients, and with publishing.

Rephrased, we practice what we preach. 

Why? In the long run, it works best. Short-term thinking produces short-term results.  

 

Code of Conduct

The mainstream media story linked here makes an important point, and this is one that associations can, and ought to play a useful role in.  

jay-hamiltong-executive-director-georgia-manufactured-housing-association-gmha-posted-mhpronews-com1-1

Jay Hamilton, Executive Director, Georgia Manufactured Housing Association (GMHA).

Jay Hamilton, of the Georgia Manufactured Housing Association (GMHA) would not make a specific comment to that media about a specified series of bad-news stories that involve one or more members. But he did speak to the reporter (a plus), and Hamilton explained to the reporter what the GMHA’s ethical principles are (another plus).

Hamilton spoke about the GMHA’s code of conduct for members. That’s something members stipulate to, when they join the association. 

When a code of conduct is enforced in the way the GMHA executive director outlined, arguably that would make it clear to readers that the majority of the industry – or at least that membership organization – care about honest business practices.

That in turn is good for honorable association members.

But if an association fails to take action against a member that crosses a line who won’t repent, its arguably harmful to all.  

The code of conduct should be rigorously enforced, regardless of who it is. 

Mistakes happen. Corrections can and should be made. When they aren’t, let the members or board vote to expel an unrepentant offender for cause. If that became a habit, anywhere that took place would – over time – would likely see more sales growth among member companies.  Because consumers want ethical companies to do business with.

ThereAreOnly2WaysToLearnOwnOthersExperiencesLATonyKovachManufacturedHousingIndustryMHProNews-575x235

 

Do your best. Don’t wait for others. If you are part of an association, and bad news strikes about a member who won’t repent or do right by their customers, press for an enforcement of the code of conduct. Enough said for today. ## (Manufactured housing related marketing & sales news, analysis, and commentary.)

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

Related References:

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Is it Better to Be Candid, or a Kiss-Up? Monday Morning Manufactured Housing Sales, Marketing Meeting

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InvestInYourselfAndInYourBizManufacturedHousingIndustryDailyBusinessNewsMHProNews

Time, talent, treasure. Why not put your money, as we do, where your mouth is?

FactoryBuiltCarsClothingAppliancesElectronicsCellsSmartPhonesHomesItJustFollowsLATonyKovachC2017MHproNewsBy L.A. “Tony” Kovach – Masthead commentary, for MHProNews.com.

Tony is the multiple award-winning managing member of LifeStyle Factory Homes, LLC, the parent company to MHProNews, and MHLivingNews.com.

Office 863-213-4090 |Connect on LinkedIn:
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Is it Better to Be Candid, or a Kiss-Up? Monday Morning Manufactured Housing Sales, Marketing Meeting

May 14th, 2018 Comments off

CandidOrKissUpMondayMorningManufacturedHousingSalesMarketingMeeting

Sales professionals and leasing agents in manufactured housing get faced with a daily choice.

 

It could be phrased like this.

Is it better to be a ‘Kiss Up,’ or ‘Candid? ‘

To be sure, someone can be both honest and polite.

But to allow someone to believe something that isn’t true, when you have the opportunity to clear an issue up, is a disservice to guests, clients, colleagues – and in time – it can impact your company’s reputation.

In real world sales scenarios from border to border, I’ve sadly witnessed some manufactured home pros who were not candid when they needed to be.

I’ve also seen sales pros that were not motivated enough.

Coach Lou Holtz did amazing things during his career. Here are some rules he believed in.

 

DoRIghtDoYourBestTreatOthersLikeYouWantToBeTreatedTrustYouCommittedDoYouCareLouHoltz-MastheadMHProNews

There can seem to be a short term cost to honesty at times. But a reputation for candor builds trust. Trust can be a critical foundation for a career or a business.

For those who may be tempted to believe that there is a conflict between ethics and success, don’t let Hollywood or anyone else fool you.

TheTimeIsALwaysRightToDoWhatisRightDrMartinLutherKingJrDailBusi8nessNewsMHProNEws

Spot on.

Moral principles in business – and in life – matter.

If you can tell it like it is, politely, do so.  But there are times that one has to be blunt, in order to convey a fact to a prospect or team member that could harm others if it isn’t known in a timely manner.  Enough said on this for today. ## (Manufactured housing related marketing & sales news, analysis, and commentary.)

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

Related References:

Style or Substance? Lesson from Most Hated in America – Monday Morning Manufactured Home Sales, Marketing Meeting

What are the FACTS about Manufactured Housing Industry Traffic vs. Real Estate? MHVillage, MHProNews, Manufactured Housing Institute Data

 

 

InvestInYourselfAndInYourBizManufacturedHousingIndustryDailyBusinessNewsMHProNews

Time, talent, treasure. Why not put your money, as we do, where your mouth is?

 

FactoryBuiltCarsClothingAppliancesElectronicsCellsSmartPhonesHomesItJustFollowsLATonyKovachC2017MHproNewsBy L.A. “Tony” Kovach – Masthead commentary, for MHProNews.com.

Tony is the multiple award-winning managing member of LifeStyle Factory Homes, LLC, the parent company to MHProNews, and MHLivingNews.com.

Office 863-213-4090 |Connect on LinkedIn:
http://www.linkedin.com/in/latonykovach

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

 

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

April 9th, 2018 Comments off

ClaytonHomesBerkshireHathawayLogosSWOTAnalysisMOndayMorningSalesMeetingDailyBusinessNewsMHProNews

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.

ClaytonHomesRetailCenterKnoxvilleNewsBuffettPraisesClaytonEarningsDailyBusinessNewsMHProNews

 

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.”

ManufacturedHomesMarketShareMHIMembersClaytonCavcoChampionDaiyBusinessNewsMHProNews

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.

WarrenBuffettTheMoatQuoteMemeManufacturedHousingIndustryDailyBusinessNEwsMHProNEws

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.)

(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 MHLivingNews.com and MHProNews.com.

 

Atmosphere, and Super-Charging Results – Monday Morning Sales Meeting

January 8th, 2018 Comments off

MondayMorningManufacturedHousingSalesMarketingManagementTrainingMeetingDailyBuisnessNewsMHProNews

Have you ever walked into an office or store and ‘felt’ the atmosphere?

For example, it might feel:

·        upbeat, or
·        …oppressive.

Shoppers and visitors to your location can often detect or ‘pick up’ on the atmosphere of your business.

If you are a retailer, does your office ‘feel’ high pressure? Or does it feel disengaged? 

Balance is essential in life, and in an office. Either extreme – the high pressure, or the disengaged team member(s) – can be perceived as a turn off to a savvy shopper.

Another quick example.

If you are working in a manufactured home community, and a few residents were stopped at random by a visitor, would the report or feedback they give the guest be:

·        positive,
·        neutral, or
·        negative? 

What do you do when you have issues like those noted above at your location?  (Hint: there are proven ways to turn most negative community residents over-time into happy, cheer-leaders. Some people, frankly, you may never make happy, but you should still try).

LATonyKovachPresenting%StateConvDeadwoodSDKenCorbinCommentManufacturedHousingIndustryEventDailyBusinessNewsMHProNews

MHMarketingSalesManagement provides high ROI contract services you can turn to in these and a variety of other industry-expert areas.  

Today – and at no charge to you – let’s oversimplify with the following tip, and focus for the final few moments of this session on just your team members.

Because your team members are an elemental part of what creates a good, bad, or indifferent atmosphere a your location. 

When you have a problem with one or more team members, there are fundamentally three choices. 

  • 1) Terminate. If this is the option you pick, then questions that remain are how, and when –> and what you do to replace them with someone better.
  • 2) Education/Reform/Mold them.
  • 3) Do nothing, and expect the problem to continue.

While you can have a combination of the three above, can you think of an option not covered by those three?

Spotlighting point #2, above.  All types of education, formal and informal, should always – always – be supplemented by follow-up reading and/or related videos, when available. 

MH industry field reps tell us they see a common problem in manufactured home retail and community locations.  It’s a lack of training and motivation among the industry’s team members.  Ouch.

But there are locations where the reverse is reported, and that’s equally revealing.  Well-trained teams not only perform better, but they tend to create a great office atmosphere.

Under performers can be costly to you, while performers pay in a variety of ways.

ThereAreOnly2WaysToLearnOwnOthersExperiencesLATonyKovachManufacturedHousingIndustryMHProNews-575x235Formal training – be it in person, or via webinar based education – can super-charge your bottom line, by putting your team into the right balance between pressure and disengaged. Your team has to be able to “read” each prospect, and give them the tailored, individual support that particular prospect merits.

Done properly, prospects love it.

When you team earn commissions, they like earning more commissions too. Several big commission checks can do wonders to get their ‘serve the public with excellence’ juices flowing.

Third-party research reveals that educated, properly-engaged, and well-formed team members routinely outperform those who lack that same training.  Research also reveals that companies that invest in their team see less turnover too.

Let’s close today’s session with a tip that links back to a prior – and popular! – Monday Morning Sale Meeting theme.  Not only are readers, leaders – but those who read – and view the right videos – tend to out-perform their peers too.

Monday Morning Sales Meeting, What Warren Buffett & President Donald Trump Profitably Agree On

The combination of formal training and reading can transform the atmosphere at your location. 

As a closing thought, even if you have a formal trainer at your location – and sadly, not many in manufactured housing do – when your contract trainer works with management (instead of undermining management), that makes trainers better, and the results improve for all involved.

If you’re looking for training and inspirational presenters in 2018, give us a call. Our reviews suggest you’ll be glad that you did. Because we know manufactured housing, from a 360 degree perspective that can be profitable to your location(s). ## (Marketing, Sales, Management, Training, Recruiting, Development, Commentary.)

ProperPlanningUnderstandingMotivationDisciplineTimeTalentTreasureExecutionPreventsPoorPerformanceLATonyKovachManufacturedHomeMarketingSalesManagementBy L.A. “Tony” Kovach.

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Latest Manufactured Home Shipment Data, for October 2017 Released

December 5th, 2017 Comments off
DeerValleyHomesProductionCenterMHLivingNews

Robert Gann in blue, touring Inside MH Road Show host, L. A. “Tony” Kovach, through Deer Valley Homebuilders production center, in Guin, AL.

Washington, D.C. – In a release to the Daily Business News, the Manufactured Housing Association for Regulatory Reform (MHARR) reports that “according to official statistics compiled on behalf of the U.S. Department of Housing and Urban Development (HUD), year-over-year manufactured housing industry production grew once again during October 2017.”

Just-released statistics indicate that HUD Code manufacturers produced 8,636 homes in October 2017, a 20.7% increase over the 7,154 HUD Code homes produced during October 2016,” per MHARR.

Cumulative industry production for 2017 now totals 77,055 homes, a 14.9% increase over the 67,043 HUD Code homes produced over the same period in 2016,” the Washington based association that represents independent producers of HUD Code manufactured homes said.

A further analysis of the official industry statistics shows that the top ten shipment states from the beginning of the industry production rebound in August 2011 through October 2017  — with cumulative, monthly, current year (2017) and prior year (2016) shipments per category as indicated – are,” as shown in the summary chart, below.

ManufacturedHousingIndustryProductionDataOct2017ManufacturedHousingAssocRegulatoryReformHUDDeptHousingUrbanDevelopmentDailyBusinessNewsMHProNews

The latest information for October 2017 results in no changes to the cumulative top-ten list.

About MHARR

The Manufactured Housing Association for Regulatory Reform is a Washington, D.C.-based national trade association representing the views and interests of independent producers of federally-regulated manufactured housing,” said their release.

That means that MHARR is a production focused trade association, as opposed to a post-production association.

Study Recommending New Manufactured Housing Association for Independent Retailers, Communities, Lenders, Others Released

For a previous report by MHARR on post-production issues, click the linked image, above. ## (News, analysis, commentary.)

Does a 2017 Harvard Study Point to More Manufactured Home Industry Potential?

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