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Home > Affordable Housing, Analysis and Commentary, Factory-Built Homes, Manufactured Housing Industry, mobile home, News > Clayton Homes, Vanderbilt Mortgage and Finance, New Online Ad Campaigns Revealed

Clayton Homes, Vanderbilt Mortgage and Finance, New Online Ad Campaigns Revealed

July 3rd, 2019

 

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Examples of the truth hiding in plain sight?

Examples of two of Clayton Homes and their lending arm, Vanderbilt Mortgage and Finance (VMF), online ads are shown below.

 

In the light of their new ad campaign it may now seem counterintuitive – or deceptive? – for Berkshire Hathaway owned Clayton Homes to be telling the professionals in the manufactured home industry that it seeks to elevate the image of manufactured housing. 

Why?

Because recent ads on the Bing browser are featuring Clayton Homes advertising their housing products as “Mobile Homes” [sic].  Here is one of Clayton Homes new online ads, from a screen capture earlier this week.

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DefinitionsTerminologyFactoryBuiltHomesMobileHomesModularHomesManufacturedHomesDailyBusinessNewsMHProNews

Clayton’s captive lender, Vanderbilt Mortgage and Finance (VMF), is doing something similar.  They are using a nicer looking model home, but that may or may not make it better than the Clayton ad, above.

 

VanderbuiltMortgageFinanceVMFBingAdsOnlineDailyBusinessNewsMHproNews2019-07-03_1037 

 

Bill Gates, Warren Buffett, and Media Outlets

It is worth Noting that Bing is part of the Microsoft family of brands, per their own website.

Bill Gates is the famous principle founder of Microsoft. 

 

BillGatesMicrosoftMSNBCWarrenBuffettGatesFoundationManufacturedHousingIndustryDailyBusinessNewsMHProNews

Warren Buffett Donates Billions More, Behind the Curtain Impact on Manufactured Housing

Warren Buffett recently donated over a billion dollars in additional Berkshire Hathaway stock to the Bill and Melinda Gates Foundation. Buffett is a lifetime trustee of the nonprofit.

Manufactured housing has sought for years to shed the “trailer house” and “mobile home” image. 

 

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You must meet people where they are. Terminology must be taught and caught. Despite the example of Clayton Homes and VMF, strive to make it a habit of using the correct terminology. Encourage your team to do the same.  It can and does pay off in your local market.

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But for whatever reason, these new online ads with Clayton’s name and logo suggest that the Knoxville, TN metro-based firm is doing other than what ads like the prior report on their video image campaign below claim. Their online ‘image’ video ad, approaching 2 years online, has only had a few thousand views.  Doesn’t it look like posturing to the industry more than a serious effort to change the image, especially in the light of their new online Bing campaign?

 

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To see the report and video shown in this still image, see the report linked below.

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

 

Is it any surprise that with this kind of marketing, and the problematic support by Buffett through nonprofits of MHAction, that manufactured housing is now into 9 months of year-over-year declines? Are they being ‘crazy like a fox?’

 

 

 

That’s today’s latest installment of the industry’s most-read trade publication, the original and still #1 home of manufactured home industry “News Tips, and Views Pros Can Use,” © where “We Provide, You Decide.” ©. ## (News, fact-checks, analysis, and commentary.)

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Submitted 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.

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