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Census, HUD Official Residential Construction Report for April 2019, Dare to Compare to Manufactured Housing Data

May 16th, 2019 Comments off

 

CensusHUDOfficialResidentialConstructionReportApril2019DareCompareManufacturedHousingDataMHProNews

Our publisher was laughing this morning after he read an email.  When asked what the joke was, he replied by showing a pro-Manufactured Housing Institute trade media outlet that was announcing their ‘State of the Industry’ upcoming report.  “The state of the industry can be summed up by statistics,” said L. A. ‘Tony’ Kovach, as the laughter faded, replaced by a sober look, “which reflects the dismal reality that during an affordable housing crisis, manufactured housing is selling fewer homes today than 15 years ago, when Warren Buffett’s Berkshire Hathaway entered the manufactured home industry by buying Clayton Homes.  Coincidence?

 

He added two question.  “Do you think that trade publisher will look at the underlying issues or evidence that have contributed to the industry’s decline?  Or do you think they will be doing more cheerleading, as more slow-motion consolidation takes place?”

 

BloombergShipmentProductionDataManufacturedHousingMHProNews2019-05-16_1057

 

Time will tell what the pro-MHI echo chamber might produce next. We’ll plan to report on what their latest spin on reality might be.

That said, HUD’s and the U.S. Census Bureau’s Residential Construction report for April, 2019 is out this morning.  Following their data-driven report, there will be a recap of HUD’s new manufactured home shipment data.

 

 

 

U.S. Dept. of Housing and Urban Development (HUD)               U.S. Census Bureau

 

May 16, 2019

 

HUD AND CENSUS BUREAU REPORT RESIDENTIAL CONSTRUCTION ACTIVITY IN APRIL 2019

 

WASHINGTON – The U.S. Department of Housing and Urban Development (HUD) and the U.S. Census Bureau jointly announced the following new residential construction statistics for April 2019.

NewResidentialConstructionApril2019BuildingPermitsSingleFamilyHousingStartsCompletionsHUD-USCensusBureauManufacturedHousingIndustryMHProNews

 

Building Permits

 

Privately owned housing units authorized by building permits in April were at a seasonally adjusted annual rate of 1,296,000. This is 0.6 percent (±2.6 percent)* above the revised March rate of 1,288,000, but is 5.0 percent (±1.4 percent) below the April 2018 rate of 1,364,000.  Single‐family authorizations in April were at a rate of 782,000; this is 4.2 percent (±1.2 percent) below the revised March figure of 816,000.  Authorizations of units in buildings with five units or more were at a rate of 467,000 in

April.

 

Housing Starts

 

Privately owned housing starts in April were at a seasonally adjusted annual rate of 1,235,000.  This is 5.7 percent (±13.0 percent)* above the revised March estimate of 1,168,000, but is 2.5 percent (±10.4 percent)* below the April 2018 rate of 1,267,000.  Single‐family housing starts in April were at a rate of 854,000; this is 6.2 percent (±13.7 percent)* above the revised March figure of 804,000. The April rate for units in buildings with five units or more was 359,000.

 

Housing Completions

 

Privately owned housing completions in April were at a seasonally adjusted annual rate of 1,312,000.  This is 1.4 percent (±15.5 percent)* below the revised March estimate of 1,331,000, but is 5.5 percent (±11.9 percent)* above the April 2018 rate of 1,244,000.  Single‐family housing completions in April were at a rate of 918,000; this is 4.1 percent (±13.4 percent)* below the revised March rate of 957,000. The April rate for units in buildings with five units or more was 381,000. The February report is scheduled for release on March 26, 2019.

 

EXPLANATORY NOTES

 

In interpreting changes in the statistics in this release, note that month-to-month changes in seasonally adjusted statistics often show movements which may be irregular. It may take three months to establish an underlying trend for building permit authorizations, six months for total starts, and six months for total completions. The statistics in this release are estimated from sample surveys and are subject to sampling variability as well as nonsampling error including bias and variance from response, nonreporting, and undercoverage. Estimated relative standard errors of the most recent data are shown in the tables. Whenever a statement such as “2.5 percent (±3.2 percent) above” appears in the text, this indicates the range (-0.7 to +5.7 percent) in which the actual percentage change is likely to have occurred. All ranges given for percentage changes are 90 percent confidence intervals and account only for sampling variability. If a range does not contain zero, the change is statistically significant. If it does contain zero, the change is not statistically significant; that is, it is uncertain whether there was an increase or decrease. The same policies apply to the confidence intervals for percentage changes shown in the tables. On average, the preliminary seasonally adjusted estimates of total building permits, housing starts and housing completions are revised 3 percent or less.

 

* The 90 percent confidence interval includes zero. In such cases, there is insufficient statistical evidence to conclude that the actual change is different from zero.

 

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MHIlogoMonopolisticHousingInstituteLogoManufacturedHousingInstituteLogoMarch2019ProductionShipmentReport

The data above sums up what MHI’s own flatly stated report, without presenting a solution to the problems that their own slogan indicates lies in their purvey.

ManufacturedHousingInstituteMHILogoPhotoOnlyTradeOrganizationrepresentingallsegmentsfactorybuilthousing2019-05-14_0808

MHARRR’s analysis of HUD Data revealed that 8 of the 10 of the top ten states in manufactured housing shipments are behind in year-over-year totals.

 

MHARRshipmentProductionMarch2019ManufacturedHousingReportMHProNews

While MHI in their monthly shipment report doesn’t deny the decline, neither are they addressing the underlying causes, nor have they proposed a remedy via their messages to the industry. Why not?

But somehow, MHI managed to claim in their late 2018 self-promotional video that they had ‘momentum’ – which is true, if they meant reverse momentum. Or momentum in the sense that more consolidation is underway.

MHARRshipmentProductionMarch2019ManufacturedHousingReportMHProNews

While MHARR’s mission is to represent producers in regulatory concerns at the federal level, due to the severity of the concerns, they’ve stepped up and are initiating projects aimed at addressing zoning, placement, and finance related challenges. See the related reports, further below the byline, offers, and notices.

 

That’s our second look today at “News through the lens of manufactured homes, and factory-built housing,© where “We Provide, You Decide.” © ## (News, analysis, and commentary.)

 

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To report a news tip, click the image above or send an email to iReportMHNewsTips@mhmsm.com – To help us spot your message in our volume of email, please put the words NEWS TIP in the subject line.

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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.

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B2B Statistics, Trends 2019 – April 2019 Snapshot of Manufactured Home Professional Readers

April 22nd, 2019 Comments off

B2BstatisticsTrends2019April2019SnapshotManufacturedHomeProfessionalReadersDailyBusinessNewsMHProNews

Research compiled from several sources as reported by Get Codeless yielded the following bullets about blogging trends and related business to business (B2B) marketing data.  The importance of their factoids will be more apparent further below.

 

Latest Blogging Statistics and Trends in 2019:

 

  • The average blog post length is 1,050 words
  • The average word count of top ranked content in Google is between 1,140-1285 words
  • On average, only 18% of companies’ blog posts are over 750 words
  • Longer, in-depth blog posts generate 9x more leads than short ones

 

  • The average blog post takes 3 hours 16 minutes to write
  • Blog titles with 6-13 words get the most consistent amount of traffic and hits
  • 64% of B2B marketers outsource blog copywriting
  • Negative messaging can result in a 63% click through rate lift over more positive ones

 

  • Content marketing will be a 300 billion dollar industry by 2019
  • Content marketing costs 62% less than traditional marketing endeavors yet generates 3x the amount of leads
  • The median annual spend on content marketing in 2015 was 1.75 million for large companies
  • B2B marketers spend 39% of their budget on content marketing

 

  • Companies that implement content marketing strategies see 6x higher conversion rates than those who don’t
  • Content marketing produces 3x the amount of leads as traditional marketing
  • The demand and use of infographics has increased 800% in the last year
  • 78% of consumers trust your brand if you create more customized content

 

Against that backdrop, consider the traffic report on MHProNews top 2 cPanels, as reported by Webalizer this morning at the date/time as shown further below.

Data requires context to be relevant. Keep in mind that our industry, per Cavco Industries data, has about 75,000 full time workers.

There’s no known industry statistic on what percentage of those workers are management or decision makers, vs. performing tasks that are less likely to be attracted to a site like this.  But it is arguably clear that the lionshare of those decision makers from MHVille are on MHProNews routinely, per third-party data, as shown.

As Barry Cole put it:

BarryColeMHInsuranceRVMHHallofFameCongratsManufacturedHomeIndustryMHProNews

Note, Barry Cole’s prior anniversary kudos message raises an important point. Most publications in the MH space failed or closed years ago. Some have since tried to make the cut, inspired by MHProNews’ success. Some noteworthy efforts have also since been suspended. MHProNews has stood the test of time, and the slings and arrows of the industry’s outrageous fortunes.

 

With that introduction, let’s look at MHProNews site data per Webalizer on this date.

Summary Period: April 2019
Generated 22-Apr-2019 07:01 CDT

 

Daily Avg

Hits Files Pages Visits
9606 8244 8492 3555
Apr-19 75132 60793 44953 8500
53445 12055

 

To date in April 2019, of those estimated 75,000 full time workers in MHVille, there are over 12,000 daily visits here on MHProNews and over 53,000 pageviews. Considering MHProNews typically publishes about 4 new posts during the week, it is noteworthy that 4.43 pageviews per visitor.  That means previously published content is being routinely viewed too.

The monthly totals for April 2019 are as follows.

 

Monthly Totals

Sites KBytes Visits Pages Files Hits
2637 5186994 78221 186831 181387 211340
32499 77265286 187011 988987 1337465 1652919
265232 1175818

 

Yes, you are seeing those spotlighted totals correctly.  There have been 265,232 visits, and 1,175,818 million pages viewed on MHProNews so far in the month of April, 2019.

Because of how Webalizer’s data is organized during a given month, the totals below are somewhat less than 51 weeks. That said, here are the ‘annual’ totals.

 

KBytes Visits Pages Files Hits
55388431 633487 1725580 1856922 2129217
1300268060 2800961 15092795 21062077 25999753
1.36E+09 3434448 16818375 22918999 28128970

 

There’s been 3.434 million visits in the ‘annual’ snapshot, and over 16.8 million pages viewed here on MHProNews.

 

Diving Deeper

Note that MHProNews has a mix of troubling or ‘bad’ news, along with ‘good’ news.  Now, recall the data point from Get Codeless, above.

  • Negative messaging can result in a 63% click through rate lift over more positive ones

Let’s flashback to an on-the-record comments by Legacy’s Casey Mack.

CaseyMackLegacyHousingManufacturedTinyHomesKudosMHProNews

Now, recall the bullet above:

  • The demand and use of infographics has increased 800% in the last year

Do you see the relationship?  Keep in mind, Mack is Legacy’s digital marketer.

Then, let’s consider again a few more quotes from Get Codeless.

  • 78% of consumers trust your brand if you create more customized content
  • The average blog post length is 1,050 words
  • The average word count of top ranked content in Google is between 1,140-1285 words

Then consider this on-the-record comment from an independent.

DearTonySoheylaNoGreaterResourceSpeakstoIssuesOpportunitiesWeFaceAsIndependentRetailersGusRodriguezTejasHomesTX

Gus’ message came in response to a series of exposes on issues within manufactured housing, as well as tips, strategies and opportunities.

While we mix-it-up on the length of posts, a number of articles on the Daily Business News on MHProNews are often in those longer categories that get more readers.

  • On average, only 18% of companies’ blog posts are over 750 words
  • Longer, in-depth blog posts generate 9x more leads than short ones

Let’s take on more quote from Legacy’s Mack.

CaseyMackTonySoheylaMHProNewsTeamFirstCallDailyBusinessNewsMHProNews

MHProNews uniquely:

  • Follows the money.
  • Follows the facts, evidence, uses logical analysis, and looks at historic trends.

Nor does this site merely regurgitate the Arlington, VA based Manufactured Housing Institute (MHI) talking points that Omaha-Knoxville and ‘big boy’ firms want to promote. Rather, we consider what they and their affilates say in the light of facts, evidence, and results.

One more set of data, this time according to MailChimp.

  • MHProNews has a 227.8 percent higher click through rate on our emailed headline news than others in “media and publishing” mailing lists.
  • The open rate for MHProNews is 120.8 percent higher than others in “media and publishing.”

While mainstream news media readership is down, per the Pew Research report below in 2018, MHProNews readership has been rising.

PewResearchMediaEngagement2017vs2016DailyBusinessNewsMHProNews554

There are more reasons why MHProNews is the runaway #1 most-read trade media. But the facts above are important not only to marketers, but to the industry at large for several reasons.  This is where professionals from manufactured home operations of all sizes come.  A percentage of those readers are researchers, investors, advocates, and public officials.

The more MHProNews has focused on the issues that others shy away from in industry publishing, the higher MH Professional readership and engagement have become.

Febuary2019NewHUDCodeManufacturedHousingShipmentData

2018-12-10_0949SkyChampionManufacturedHousingShipmentHistoryDailyBusinessNewsMHProNewsNov2018

It is self evident to those who look at history and the facts that the industry is under-performing. Several MHI member companies have said as much, in their own IR presentations. Rollohome went from zero to 60,000 new homes shipped in 2 years. What was done before can be done again, better, faster, and with sustainable results, thanks to existing laws.

You can’t fix problems that is being obscured by much of the rest of the industry’s media and a number of MHI affiliated trade groups. Who says?  How about Zig Ziglar?

 

ProblemSolvingZigZiglarFirstStepRecognizetheProblemExistsNextIsProblemOurResponsiblityProblemSolvingVeryImportantDailyBusinessNewsMHProNews

Thanks for being a reader.  For those looking to market to the manufactured home industry’s largest and most-engaged professional audience, click here.

 

LATonyKovachHenryFordQuotesPrettyPicturesAchieveGoalsDailyBusinessNewsProNews

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

 

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To report a news tip, click the image above or send an email to iReportMHNewsTips@mhmsm.com – To help us spot your message in our volume of email, please put the words NEWS TIP in the subject line.

NOTICE: You can get our ‘read-hot’ industry-leading emailed headline news updates, at this link here. You can join the scores who follow us on Twitter at this link. Connect on LinkedIn here.

NOTICE 2: Readers have periodically reported that they are getting a better experience when reading MHProNews on the Microsoft Edge, or Apple Safari browser than with Google’s Chrome browser. Chrome reportedly manipulates the content of a page more than the other two browsers do.

(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.

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You can click on the image/text boxes to learn more about that topic.

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