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Top Independent Manufactured Home Retailer Outsells Clayton Homes, Doesn’t Sell CMH Products, Per Mainstream News

February 25th, 2019 Comments off

 

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An independent manufactured home retailer has made mainstream news with a media outlet that is part of the USA Today family of media brands. For whatever reasons, that retailer only sells new homes built by members of the independent producer’s trade group, the Manufactured Housing Association for Regulatory Reform (MHARR).

 

ChrisLeePhilLeeJaniceLeeLeeCorpHomesFlorida#1RetailermanfuacturedHousingjacobsenHomesScotbiltHomesMHProNewsAccording to an article in the Naples Daily News, part of the USA Today family of newspapers, Estero, FL based LeeCorp Homes was recently named as the top retailer of manufactured homes in Florida.

Rephrased, that claim means that they are outselling Clayton Homes in Florida, or any other retailer in that state.

Our company has played an integral role in shaping the landscape of quality, custom-designed manufactured housing in Southwest Florida over 35 years,” said Chris Lee, president of LeeCorp Homes, “The key to our success lies in our ability to oversee every aspect of the homebuilding process, from customized design to permitting to installation and final move-in.”

Florida has been the #3 seller of manufactured housing in recent years. LeeCorp Homes sells new HUD Code manufactured homes built by Jacobsen Homes and ScotBilt Homes. Both of those producers are members of MHARR, according to federal and other sources.

Rephrased, based on the report, the accomplishment by LeeCorp Homes is quite impressive.  Why?  Because there are vertically integrated operations in the same state – including Clayton Homes – that LeeCorp Homes is outselling.

Independent retailers of manufactured homes, take heart.

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Data per MHARR, graphic by MHProNews.

 

According to their website and the Naples Daily News, “LCH Enterprises of Southwest Florida, LeeCorp’s construction and engineering sister company, was created in 2005 to implement turn-key packages including installation and completion of each new home. The company expanded its operation to include a second sales center in North Port to serve customers in the Port Charlotte, North Port, Venice, Englewood, Nokomis, Osprey and various areas.”

On this date, the firm enjoys a BBB rating of A+

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Interesting MH Industry Takeaways?

It should be noted that LeeCorp Homes has used advertorials, besides other marketing methods.

As with many forms of marketing, there are arguably good, bad, or mediocre uses for advertorials,” said manufactured home industry consultant and MHProNews publisher, L. A. ‘Tony’ Kovach. “Our critiques of the Manufactured Housing Institute (MHI) uses of advertorials is NOT about the generic use of that medium of marketing. Rather, we’ve objected to what is arguably misinformation or problematic statements or claims that MHI has made using StatePoint or other advertorials. There are times we’ve used factually accurate advertorials that rocked for specific clients.”

What Tony Kovach is explaining is that advertorials are only as good as the content that goes in them. His critiques of MHI advertorials are many, including the obvious point that despite their claims, they clearly haven’t moved the needle on new manufactured home shipments nationally.

That said,” Tony Kovach elaborated, “often the best option – when possible – is getting authentic news coverage, rather than advertorials. For that matter, our MHLivingNews platform has proven valuable for specific clients. But on MHLivingNews, we do authentic interviews, not scripted or staged videos. The public can often discern the difference between what’s real and what’s faked.”

Customers interviewed on MHLivingNews are not paid to participate, they do so because they want to share their experiences with manufactured homes, the community that they live in, and those that sold them there home.  On one occasion, a meal and fuel cost was offered, in order to get a group of customers to participate in a focus group.  But there was not real monetary compensation made with that landmark focus group.

Tony Kovach is the co-founder of MHProNews, which rapidly became the most read trade media in all of manufactured housing. He also co-founded MHLivingNews, which is the arguably the #1 educational resource for consumers and others who are interested in learning more facts about manufactured home living.  He’s been cited by mainstream media on numerous occasions over the years as an industry expert, including being noted in the first footnote of the 2018 research by the National Association of Realtors ™ (NAR) 2018 report on manufactured homes.

We’ve often been able to get our clients mainstream media coverage in authentic ways,” Tony Kovach said. “We do that in part by framing a topic in a manner that strikes a mainstream news source as relevant to their audience. But if that doesn’t work, advertorials and numerous other options are certainly a viable alternative.

 

Consistency and Third Party Authenticated 

Another key to credibility in marketing is consistency. Sadly, MHI has published paid-for information via press releases and/or advertorials that have purportedly proven to contradict their own previously stated claims,” Tony Kovach explained. “We make a point of referencing a third-party information as often as possible. That too ads to credibility. Furthermore, unlike some bloggers or publishers in our industry’s trade media, that seem to have no problem making periodic claims without evidence.  Or as bad, using information or phrases as their own that actually originally came from another source they’ve seen, heard, or read.”

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The Bottom Line About this Florida Based Firm?

LeeCorp Homes ought to feel good and is hereby applauded for accomplishing the results stated in the Naples Daily News, and for their fine BBB rating.

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

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Which Manufactured Home Producer is the #1 Leader in the Hot Florida Market?

 

 

 

 

 

 

 

 

Manufactured/Modular Home Retailer Grabs Positive Local Media Coverage

September 24th, 2016 Comments off

anacapahomesteam-creditanacaphomespostedmanufacturedhousingindustrydailybusinessnewsmhpronewsVentura, California based Anacapa Homes received positive local media coverage by announcing that they are the new area representative for Skyline Homes. The company touted how the addition of Skyline Homes adds to a mix that also includes California and Arizona based producer Redman Homes.

Anacapa Homes is owned and operated by Katherine and David Hackett.

Speaking about their deal to represent Skyline Home, they naturally told The VCStar that they are pleased.

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A contributed photo by Anacapa Homes to the Ventura County (VC) Star. Similar to the Bakken story by UMH Properties, this is an example of how an advertorial can be used in ways that conveys a more positive image of manufactured and modular homes.

Skyline offers both manufactured and modular homes at affordable pricing without sacrificing quality,” Katherine Hackett told the local publisher. With their eyes on the prospective home buying public, Hackett adds, They offer Formica, tile, granite and quartz counter tops. They also offer laminate and tile flooring, which seems to be the popular choice for today’s consumers.”

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Contributed photo that appeared in the VC Star. Consultant and publisher L. A. “Tony” Kovach, commenting on the Anacapa story, noted that beyond curb appeal, there are advantages in showing appealing home interiors via stills and video, and photos and video of team members. The home photos below will be from the Anacapa website, but note that these were not part of the VC Star’s article. The photo collage at top is also from the Anacapa website.

In business since 1951, Skyline Homes is an Energy Star Partner, which means its homes can save 20 percent to 30 percent on energy bills versus conventional construction. In a high cost state like California, that designation will be of keen interest to many home shoppers.

Making the Experience & Reality Match the Message

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Marketing campaigns designed to change an image and attract more upscale customers – says Kovach – are marathons, not sprints. Surveys reflect that buyers with good credit and cash often take months or even years to shop, so marketers must get and stay in front of that valuable target audience. Qualified buyers require consistent effort, and then the experience must match what is being projected. Photo credits, Anacapa Homes, but noting again that these were not part of the VC Star advertorial.

Our industry succeeds when our customers are happy,” says Tom Fath, a partner in his family’s Northwestern Indiana community business that retails new manufactured homes at their location.  “If a customer is under a false illusion without facts, we fail as an industry and lose credibility.”

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Tom Fath, New Durham Estates.

Fath’s comments came as part of a broader commentary on wrong and right ways that advertorials and other promotional outreaches could be done.

 

The Fath’s reported an over 400% increase in sales this year. They have done that by attracting more conventional home buyers, selling not only more, but also higher priced manufactured homes than they had in the 4 previous years.

Anacapa Homes says their mission is to provide an affordable, lower-cost alternative to site-building a residence, while taking less time than a traditional site-built home. That’s a solid message manufactured home (MH) retailers can project to conventional housing shoppers.

We will help you find the land, provide you with a cost estimate of the project, pull permits and offer the services of local engineers and surveyors,” Hackett told the VC Star, with those local readers in mind. “We also offer CAD design with 3D elevations, interior and exterior views of the home, and we provide the best contractor for every job, with the required experience to get the job done right.”  

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From Joe Dyton’s recent report, click the image above or here to read the story.

Projecting Manufacturd Home Postives, While Reframing Negative Sterotypes

Many forms of positive media coverage can reflect how an appealing image can be projected for manufactured and modular home retailers and communities. One of the ways that can be accomplished is the advertorial approach, but there are numerous others.

But for what Fath describes as “a great industry that is in decay and under attack,” an equally important need beyond projecting positive messages are tackling thorny issues.

Controversial issues can be handled in ways that are fair, balanced and yet project important, positive truths about manufactured homes, MH land-lease communities and the professionals in this industry. ##

(Image credits are as shown above.)

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RC WIlliams, for Daily Business News, MHProNews.

Submitted by RC Williams to the Daily Business News, MHProNews.