Click here to send MH news, tips, links, documents, facts
or factory-built housing related news story suggestions.

Home > Analysis and Commentary, Association, Business, Manufactured Housing Industry, Modular and PreFab Housing Industry, News, research, Trends > Clayton Homes “New” Image Campaign, Surprising Facts Behind Have it Made Stigma Attacking Video

Clayton Homes “New” Image Campaign, Surprising Facts Behind Have it Made Stigma Attacking Video

November 12th, 2018

 

ClaytonHomesNewImageCampaignSurprisingFactsBehindHaveItMadeStigmaAttackingVideoDailyBusinessNewsMHProNews

 

Over a year has gone by since Clayton Homes and their marketing company launched their new image campaign. It was touted in part with the video published on YouTube, which is shown below.

 

The screen capture above is from the Clayton video, below.

ClaytonHomesVideoAtackingStigmaofManufacturedHousingCompositeOfYouTubePageDailyBusinessNewsMHproNews_001

Sadly, the public has voted on this video.

As of 2:02 PM ET, on 11.12. 2018, Clayton’s video reflects some 2,979 views.

By way of comparison, Curbed and The Verge has a video about modular “homes of the future” with 1,362,208 views.

VergeCurbedFutureofHousingHomeModularBuildingForDailyBusinessNewsMHproNews11122018

MHProNews is not endorsing either video, rather, this is a simple factual comparison of how each has done in video views. Clayton lost by of 457 to 1.

Rephrased, that means the Ford sponsored Curbed/The Verge video gets 457.27 times more views then the Clayton Homes video for the same timeframe.

 

 

But There’s More…

As the Daily Business News on MHProNews alone among MH trade media spotlighted in a sensible, systemic, and evidenced-based manner, HUD Code manufactured home shipments have been struggling to get a tepid growth-rate.

Last year, MHProNews was alone in reporting that Clayton and Cavco were both growing at a clip slower than that of the industry at large. Fact-checks often reveal the evidence of a pattern where much smaller independents often outperform in growth their giant rivals.

But even the growth of some independents is not enough to lift the industry to anywhere near its historic norms.

 

The Warning Signs…

Who else in MHVille has hammered away at the fact that if you subtract out the new home shipments to land-lease communities with many of those units being used for rentals, not sales – that the industry has been essentially flat for the last several years?

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

Recall the fanfare last year, when Clayton announced their program.  The proof is in the performance.  It doesn’t seem to be too strong, based upon video views, new HUD Code manufactured home shipment data, which of course reflects new home orders.  The ‘leadership’ of Clayton, which purportedly dominates the Manufactured Housing Institute (MHI), has been tested on this issue, and has arguably been found wanting.

 

Proof Once Again, Objective Analysis and Fact-Checks Matter

If you read our analysis from last September, you’ll see that we showed the gamut, for and against their campaign.  But we revealed the concerns about the effort.

Clayton Homes “Have It Made” Campaign, Manufactured Housing Pros React, Initial Analysis

One year later, MHProNews was proven correct again. Keep in mind that these are the same people who pushed the “new class of homes” which MHProNews warned could be a “Trojan Horse.” More on that another time.

But the trend for objective, clear thinkers who follow MHProNews faithfully should be clear.

IfPrettyPicturesVideosAloneWereEnoughMHIndustryWillOnlyAchieveItsGoalsByResovingItsCoreIssuesLATonyKovachMHProNews1

 

As industry professionals watch the calendar move towards the end of the year, isn’t it time to ask the hard questions, look at facts and the evidence like this report, or those below, and make adjustments? “We Provide, You Decide.” ## (News, analysis, and commentary.)

(Related Reports are further below. Third-party images and content are provided under fair use guidelines.)

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

ManufacturedHomeIndustry#1HeadlineNewsMHProNews

To see a sample of our emailed news update, click here. To sign up for the factory-built home industry’s #1 headline news, click here or the graphic above.

2) To pro-vide 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 Re-sources

SoheylaKovachDailyBusinessNewsMHProNewsMHLivingNewsSubmitted by Soheyla Kovach to the Daily Business News for MHProNews.com. Soheyla is a managing member of LifeStyle Factory Homes, LLC, the parent company to MHProNews, and MHLivingNews.com.

 

 

 

Related Reports:

While Manufactured Housing Overall Rises, Some Slip Sliding Away

GIGO, Esther Sullivan, Clayton Homes, Boston Globe, GSMOL on ‘Manufactured Insecurity-Mobile Home Parks and Americans’ Tenuous Right to Place’

 

 

 


Matthew Silver - Reporter at Large
Soheyla Kovach - Support Services
L.A. 'Tony' Kovach - Publisher, Editor and Marketing Director. To submit a news tip, please click here: iReportMHNewsTips@MHMSM.com
Comments are closed.