Archive

Posts Tagged ‘education’

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

July 3rd, 2019 Comments off

 

ClaytonHomesVanderbiltMortgageFinanceVMFNewOnlineAdCampaignsRevealedDailyBusinessNewsMHProNews

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.

ClaytonHomesMobileHomeAdsonBingDailyBusinessNewsMHProNews2019-07-03_1034

SICSicutJournalismDefintionSocietyProfessionalJournalismDailyBusinessNewsMHProNews

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. 

 

TrailerHouseMobileHomeManufacturedHomeFactoryBuiltHousingEvolution101MHProNews-MHLivingNews

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.

TerminologyMattersBecausetheTerminologyDescribestheConstructionStandardsHomeBuiltToSteveDukeLMHAaMHLivingNewsMHProNewsBiggerPocketsSunshineHomesRedBayAL

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?

 

2019-07-03_1028ClaytonHmesHaveItMadeImageVideoDailyBusinessNewsMHProNews

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.)

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

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.

1) Marketing, Web, Video, Consulting, Recruiting and Training Resources

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.

Related Reports:

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

Shocking, True State of the Manufactured Housing Industry, plus Solutions for Profitable, Sustainable Growth – May 2019

Clayton Homes Owned Sales Centers Reveal Surprising Trend

Insights on Manufactured Housing From Obama White House Federal Archives

“Incestuous” Lobbying? Kings of K Street, Revolving Door, Big Tech, Berkshire Hathaway – Follow the Money

 

America – the Story of US – Declaration of Independence

 

 

 

 

 

 

Key to Unlocking Door for More Manufactured Home Sales, Professor Lisa Tyler’s Valuable Research

May 31st, 2019 Comments off

 

KeyUnlockingDoorMoreManufacturedHomeSalesProfessorLisaTylerValuableResearchDailyBusinessNewsMHProNews

Let’s begin with a factoid from Zillow. Only eight percent – 8% – of housing shoppers consider a manufactured home. To the savvy marketer, investor, or other industry professionals — that is the challenge and the opportunity in disguise.

 

Turned on it’s head, accepting Zillow’s data means that 92 percent of the population isn’t even thinking about living in a manufactured home. Stating the obvious can bring clarity. Keep in mind that every retail sale is a local sale. A home sold at retail is going to a specific home site, or into a specific lot, or to a specific piece of property or land-lease community.

Zillow2016HomeBuyersSurveyManufacturedHousingIndustryDailyBusinessNewsMHProNews

Only 8 percent of housing shoppers considered a mobile or manufactured home, and many of those did not buy one. That’s both a challenge, but also an opportunity in disguise for those who have a sales and marketing system that deals with that reality. This graphic makes several points that savvy manufactured housing marketing and sales agents must be aware of, and include as part of an integrated marketing and sales plan.

 

So, to increase sales, one doesn’t have to convince the nation or the world that manufactured homes are better than is generally believed.  Rather, what must be accomplished is convince more people in a specific market area that manufactured homes are the best kept secret in affordable housing.

Hold those thoughts.

At its core, the above is an educational process. But it is a specific kind of education that can very much relate to marketing and selling. Hold those thoughts too, because we will return to them soon.

Rephrased, Manufactured Homes are misunderstood. Marketers, sales professionals, brokers, managers, and business owners must grapple with that reality.

The reasons for the misunderstandings are relevant, but we will leap over that for now, and point to Lisa Tyler, Ph.D., and the thesis of her important doctoral dissertation, entitled “Examining Community Attitudes Toward Manufactured Housing.”

For an article like this, one must drill down to core concepts. Let’s zero in on this gem from Professor Tyler. “Despite evidence that disproved misconceptions…negative stereotypes continued to influence local governments to impose regulatory restrictions on this type of [manufactured, factory-built] housing.”

Keep in mind that in order to obtain a Ph.D – the highest academic degree in her field – there are certain standards that must be met. Tyler had to go through peer reviewed examination, and the work she cited had to have occurred within five years of the time she produced her doctoral dissertation. That too had to be peer reviewed research.

Put differently, now Dr. Tyler wasn’t just a giving a bunch of nice sounding opinions.

That’s precisely what someone wants that is trying to debunk myths or mistaken notions.  It is third party information that millions of Americans need to be exposed to, or in the case of most independent professionals, thousands of people in your market(s) have to be effectively exposed to a process that ‘educates’ them as part of engaging them.

 

Cui Bono? Who Benefits?

People benefit or not from information. People can also benefit or not from misinformation. As a top executive in manufactured housing told this writer, “I’m ready for infowars.”

Beliefs don’t exist in a vacuum. Beliefs are formed one story at a time, until a picture emerges in someone’s mind. While some people have the background, training, or mental discipline to question commonly held thinking, not all do. That’s not a slam on those who don’t. Rather, that’s yet another opportunity in disguise.  What others in your area are unwilling to do – if you and your team do it – can honorably set you apart.

As an owner, manager, leasing, or sales professional, your primary concern is the reality of your business, and the market(s) your business serves. You want more of that 92 percent who don’t think about manufactured homes to do exactly that, and to do that with you at your location(s).

Consider the following.

Your prospective customer, in order to complete a sale must meet a few conditions.

  • They have to have the economic and financial ability to buy.
  • They have to have the willingness to buy.
  • They have to be able to explain their purchase in a satisfactory way to their friends and neighbors.

There is more. But those are essentials.  A Clayton Homes professional told MHProNews that cancellations of deals after they are started is a significant issue.  Clayton isn’t alone in that, “buyers remorse” happens to others too.

There are a variety of ways to summarize learning. My friend, author, and colleague Tim Connors, CSP, summed up sales and marketing education with these 4 phases.

  • Awareness.
  • Understanding.
  • Integration.
  • Mastery.

A front line sales person may be aware of some idea – this article, for instance – can be the start of awareness. But awareness of issues and opportunities without a deeper understanding, an integrated method for taking a shopper from skepticism to enthusiastic buyer, and that must be done enough to eventually master the method.

Is Connor alone in that thinking? Hardly.

Consider what Barry Noffsinger said to sum that up in the acronym, ADKAR.

 

Adkar_AwarenessUnderstandingIntegrationMasteryTimConnorBarryNoffsingerDailyBusinessNewsMHProNews

 

Zig Ziglar believed something similar too. That’s why he stressed that hearing something once was not enough. Ziglar believed that motivation and training had to be routinely done to be enduring.

 

ZigZiglarMotivationDoesntLastNeitherDoesBathingWHyWeRecomenditDailyBusinessNewsManufacturedHomeMHproNews

After years of research and real world experience, we’ve learned that properly educating – coaching, training – a sales team member or front-line manager is motivational. Rephrased, it’s not about merely emotional cheerleading. Rather, we provide the instruction that yields the confidence that allows the professional to BE motivated, instead of FEELING – briefly – motivated.  But something similar must happen for prospects too.

 

Repetitive inputs are critical.

Let’s apply that to manufactured housing.

Intentionally or not, Americans are fed a steady diet of misinformation and terminology that is demeaning about manufactured homes. A certain level of correct information must be available for them. There must also be a logical way to disabuse a prospect from years of what amounts to negative programming.

Articles and videos can help with that, but one must also have a front line professional(s) that have been properly forged in the methods of walking a prospect from curiosity to completing a sale with a customer who is satisfied enough to tell their friends. Then that new home buyer must be able to defend their decision too.

Given the reality of all the negativity around manufactured homes, that being dealt with in the marketing and sales process is huge.

 

Third Party vs. Your Words

You saying something may or may not be believed. But some third party that doesn’t benefit saying something is far more likely to be believed. That’s why those who mistakenly think they can post an article on their own retail center, community, factory, or lenders’ website is not likely to work with most people. That’s like you telling them, and the seller is doubted by most prospects.

So there must be a third-party resource that has experts that compliments the work of a front line sales or leasing professional and their manager(s).

Then, that third-party resource ideally likewise must cite third-party experts, such as Dr. Lisa Tyler.

Manufactured Home Living News (MHLivingNews) is that third-party platform. Seeing the need, we began that project several years ago. There are few things more compelling than watching and listening to happy home owners, combined with the research that uses experts and evidence to debunk misconceptions.  For example, Tyler’s work – and that of numbers of others – can be access in the article linked below.

 

 

Let’s use an analogy. There is positive and negative energy present in electricity. Without both positive and negative protons and electrons, there is no power.  Our society has for some reason been conditioned to avoid whatever appears negative. Nonsense. Without embracing and dealing with both the positive and negative, there will only be very limited results.  David Ogilvy was famous – as a marketer. Grasping nettles means you grasp the problems.  Nettles sting, but they are also medicinal. It’s a great metaphor for what our industry needs.

 

LeadersGraspNettlesDavidOgilvyFatherModernMarketingQuoteMHProNews

 

It seems controversial to some to question authority. Frankly, that’s a traditional role of media, including good trade media. For example, Kim Komando has built a large audience of tech lovers, but she has at times taken on vexing topics like the dark sides of Facebook. Understood properly, that helps her credibility, it doesn’t harm it.  Our credibility has arguably been helped, not harmed, by taking on vexing issues inside manufactured housing. That doesn’t mean that everyone likes every article or topic. Nor is that necessary.  We make people think, which is the first step to problem solving and goal attainment.

Dr. Tyler didn’t just write about manufactured homes. She owned one for several years. This I know, because she told me. Lisa was kind enough to mention me in her acknowledgements to her dissertation. While I encouraged her work, because it is important, she did the doing. She deserves the glory.

Dr. Tyler is one of several experts that have studied the subject of manufactured housing. She is pro-industry. Her research is useful.  Which begs the question. Why is her work not mentioned on the Manufactured Housing Institute’s (MHI) website?

LisaTylerManufacturedHousingInstituteSiteSearchManufacturedHomeCommunityAttitudesResearchMHProNews

 

Or why is Eric Belsky’s work also missing from MHI’s website? Recall that in years gone by, MHI quite correctly used to refer to then Harvard University’s Joint Center for Housing Studies (JCHS) Belsky in their brochures and literature. If he was good enough before, why not now? Rephrased, Belsky was dropped by MHI. Why?

 

EricBelskyManufacturedHousingInsituteDailyBusinessNewsMHProNews

 

Scholastica ‘Gay’ Cororaton did perhaps the most useful third party research on manufactured housing in 2018. Cororaton works for the National Association of Realtors (NAR) as a Certified Business Economist (CBE). She’s missing the morning from MHI’s website too. Yet Cororaton cited not only myself in her first footnote, but also someone from MHI. It’s not like MHI doesn’t know about her.

 

ScholasticCororatonNationalAssocRealtorsManufacturedHousingInstituteMHIDailyBusinessNewsMHproNews

 

Furthermore, each of these subjects have been brought to MHI’s attention directly by me, and indirectly – per our sources – to others.

Last but not least today, there is HUD Secretary Carson, and prior HUD Secretary Julian Castro. Carson’s speech to MHI is still missing from MHI’s website, yet that was now three weeks ago.

 

HUDSecretaryBenCarsonManufacturedHousingInstituteDailyBusinessNewsMHProNews2019-05-31_0959

 

There is no mention of this video, posted below, where Carson on a national business news channel raised manufactured housing’s profile in a positive way. The interview begins with a discussion of 3D printed housing, but ends with favorable points about manufactured homes.

 

 

Nor is there any mention whatsoever of Julian Castro and his video. That’s really odd, as it was an MHI vice president who provided that video to me in the first place.

 

 

Rephrased, MHI has the Castro video, because they arranged for it. Yet, it is missing from their own website?

Manufactured housing – as Dr. Carson (GOP) and 2020 presidential hopeful Julian Castro (D) both have said – is an important part of the solution to the affordable housing crisis. MHI knows that, so why have they failed to provide third party validation to their arguments for the industry?

Let’s be clear. Staffs’ jobs at a trade association are to carry out the board of directors instructions.  At MHI that’s the MHI Executive Committee.

These can’t all be oversights, can they?

So whatever one might attribute as the motivation for these failures by MHI, the fact remains they are doing some things, that are clearly insufficient, or manufactured housing wouldn’t be misunderstood, and new home shipments would not be sliding 7 straight months year-over-year during an affordable housing crisis. It is an apt example are what Mark Weiss, JD, President and CEO of the Manufactured Housing Association for Regulatory Reform (MHARR) called “The Illusion of Motion.”

 

The Solution Begins at the Local Level

You and I can’t fix MHI, nor do we need to do so. But we must grasp the reality of MHI, in order to advance in your local market(s) efforts.

When one grasps that the negative energy around manufactured housing often flows from ‘big boy’ MHI member companies, those who aren’t black hat ‘big boys’ should differentiate themselves from the rest. You and your firm – to unlock your full potential – must be seen by the public as a white hat company in an industry that housing shoppers have been led to believe is led by black hat operations.

ManufacturedHousingInstituteLogoMHIBoardOfDirectorsLogoMHIExecutiveCommittee

We know the importance of emotions, because we have them too. But the Creator gave us a mind to think with, not just emotions that if unchecked can carry us away, a bit like dead fish floating down stream.

The correct combination of mind-opening marketing, combined with front line sales professionals supported by management that grasps these realities can walk an individual prospect one step at a time from curiosity into happy home ownership.

That’s best done one-on-one. By using a mind opening methodology, by teaching a staff to do the same, what you end up with is the widest array of prospects. As the sales team increasingly ‘gets it,’ they’ll sell an ever greater percentage and total number of prospects.

This method is honest, not manipulative. The customer is respected, not tricked. At the end of the process, they are now ‘in the know,’ which makes then feel empowered not diminished. They become the opposite of what too many think of as ‘trailer trash.’

This take effort, but it pays.

It is also something that requires nothing from the national association, or anyone other than you and your team’s connecting with our existing and proven resources. Which brings us back to Dr. Tyler.

She aptly made the point that it was community attitudes that are where the issue lies.  More fundamentally, it is with individuals, who in sufficient numbers influence or make up a community.

The positive, profitable change – once the dynamics are understood and navigated – can be addressed at the local level. That is where all sales take place. That’s something you and your team can successfully accomplish in a profitable, honorable, and sustainable fashion. To learn more, click one of the tabs – or check out the Related Reports, below the byline and notices.

RememberThisQuoteIrPrettyPicturesMHIndustryWillOnlyAchieveItsGoalsByResovingItsCoreIssuesLATonyKovachMHProNews

This should not be misunderstood. Good videos, good photos and websites are useful. But if that was all that is needed, the industry’s sales would be 10 times larger than they are today. Clearly, education of the home buying public is missing. That’s what the Zillow research cited above reflects.

Denying reality may be a mild form of insanity. The opposite of that is to deal with what is real.  That’s this morning’s manufactured housing “Industry News, Tips, and Views Pros Can Use,” © where “We Provide, You Decide.” © ## (News, analysis, and commentary.)

(See Related Reports, further below. Text/image boxes often are hot-linked to other reports that can be access by clicking on them. Third-party images and content are provided under fair use guidelines.)

LATonyKovachQuoteManufacturedHousingIndustryWontReachPotentialAddresscoreIssuesArtificallyholdingitback466By L.A. “Tony” Kovach – 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

Sign Up Today!

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.

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

Related References:

The text/image boxes below are linked to other reports, which an be accessed by clicking on them.

 

What is Marketing? What is Selling? Succeeding with Manufactured Homes in Your Local Marketplace(s)

 

Ultimate, Proven Contrarian Investing – Ethical vs. Unethical, Legal vs Illegal Manufactured Housing Industry Strategies

Shocking, True State of the Manufactured Housing Industry, plus Solutions for Profitable, Sustainable Growth – May 2019

“Game On” – “Fighting Discriminatory Zoning” “Moral Obligation” Fix “Worsening Nightmare” – State Associations Entering Spotlight

“Less Waste, Better Buying” – Earth Day and Manufactured Housing Image-Building

April 22nd, 2019 Comments off

 

LessWasteBetterBuyingEarthDayManufacturedHousingImageBuildingManufacturedHomeProNews

The conventional housing seller or buyer’s wisdom, pardon the pun, is that manufactured homes cost less because they are “cheaper.”

 

How does the industry respond to that common concern?

A pair of Manufactured Housing Institute (MHI) member producers responded to questions on that topic today, to MHProNews or to MHLivingNews. 

On Earth Day, here’s what a MHI-only (i.e.: not a member of the Manufactured Housing Association for Regulatory Reform) member producer said in a text message, in explaining why a HUD Code home costs so much less than a conventional site built home.

MHImemberProducer2019-04-22_1541DailyBusinessNewsMHproNews

“Labor cost much higher [on conventional housing] as well and seems to be growing” is a topic that another MHI builder told MHLivingNews about today, as part of their Earth Day comments, see that at the link here or below.

While MHI might publish a press release before Earth Day is done, it is now approaching 4 PM ET. The latest search on this topic today resulted in the following.

Given the sad outcome in the last two weeks since John Oliver’s viral – and misnamed – “Mobile Homes” video – it should be stunning to MHI believers that their association failed on even such a basic effort on this topic.

But let’s look at the positive for the industry today – not found by the Arlington, VA based post-production association that claims to represent “all segments of factory-built housing” – but rather, provided by our public-focused sister site, on Manufactured Home Living News.  That link to the left or below the byline is one share with those seeking greener homes.

EarthDayManufacturedHomeSearch4.22.2019DailyBusinessNewsMHProNews

 

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

 

ManufacturedHousingProNewsMHProNewsConfidentialTipsDocumentsNews

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.

Related Reports:

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

Manufactured Housing – Greener Savings by Design – Earth Day Opportunities Missed?

 

 

 

 

Got a Fair Housing Complaint? HUD Awards Millions More in Anti-Discrimination Efforts

April 17th, 2019 Comments off

 

HUDMillionsAddedAntiDiscriminationFundsFairHousingComplaintsMHProNews

The key to this press release from the Department of Housing and Urban Development (HUD) to the Daily Business News on MHProNews might be boiled down to these pull quotes.  The:

 

·        Department’s Fair Housing Initiatives Program (FHIP) to help people who believe they have been victims of housing discrimination and to educate the public and housing providers on fair housing laws.

·        Persons who believe they have experienced discrimination may file a complaint by contacting HUD’s Office of Fair Housing and Equal Opportunity at (800) 669-9777 (voice) or (800) 927-9275 (TTY).

 

This is a broad invitation by HUD. Why does this matter to MHVille?  On several levels, but let’s mention one. Consider scenarios like the one in Bryan, TX – not just the sadly all too typical cases of discrimination based upon one or more of the protected classes. After the release, will be some related reports.

 

HUDNewsheaderManufacturedHousingIndsutryDailyBusinessNewsMHProNews

HUD AWARDS ADDITIONAL $15 MILLION

TO FIGHT HOUSING DISCRIMINATION

Grants to support and promote fair housing nationwide

   

          WASHINGTON – To help end housing discrimination, the U.S. Department of Housing and Urban Development (HUD) today awarded an additional $15 million to support dozens of fair housing organizations working to confront violations of the nation’s landmark Fair Housing Act (see grant chart below). 

 

HUD’s grants are provided through the Department’s Fair Housing Initiatives Program (FHIP) to help people who believe they have been victims of housing discrimination and to educate the public and housing providers on fair housing laws. In addition to the new grants announced today, HUD awarded $23 million to existing fair housing organizations last winter.

 

          “Even though the Fair Housing Act became the law of the land 51 years ago, housing discrimination continues to this day,” said HUD Secretary Ben Carson. “HUD will continue to confront housing discrimination in all its forms and advance our mission of safe, affordable housing free from discrimination.”

 

            HUD’s FHIP grants support a wide range of fair housing enforcement, education, and outreach activities. These grants allow the groups to provide fair housing enforcement through testing in the rental and sales markets, to file fair housing complaints to HUD, and to conduct investigations. Additionally, the education and outreach activities these organizations conduct also help to educate the public, housing providers, and local governments about their rights and responsibilities under the Fair Housing Act.

 

            FHIP grants are provided under three categories:

 

·         Private Enforcement Initiative grants (PEI) – These awards help nonprofit fair housing enforcement organizations carry out investigations and other enforcement activities to prevent or eliminate discriminatory housing practices.

·         Education and Outreach Initiative grants (EOI) – HUD awards these grants to groups that educate the public and housing providers about their rights and responsibilities under federal law or state and local fair housing laws that are substantially equivalent to the Fair Housing Act.

·        Fair Housing Organizations Initiative grants (FHOI) – HUD awards these grants to help build the capacity and effectiveness of non-profit fair housing organizations to continue and enhance enforcement of the Fair Housing Act.

 

Persons who believe they have experienced discrimination may file a complaint by contacting HUD’s Office of Fair Housing and Equal Opportunity at (800) 669-9777 (voice) or (800) 927-9275 (TTY).

 

HUDGranteesFairHousingOrganizationsEOI15MillionDollarsDailyBusinessNewsMHproNews

 

If you think HUD is no longer serious about enforcing fair housing laws, this and examples linked below may make an objective person think twice. “We Provide, You Decide.” © ## (News, analysis, and commentary.)

 

ManufacturedHousingProNewsMHProNewsConfidentialTipsDocumentsNews

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.

Related Reports:

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

Feds Bring Charges Against Manufactured Home Community Owner

 

VA MH Community Charged with Violating the Fair Housing Law

 

Appeal in Manufactured Home Community Closure Case Denied

Discrimination!? Ethnic, Racial Bias by Manufactured Home Community Investigated – Investors and Community Owner Alert

 

HUD’s Fair Housing Month – Sexual Harassment Campaign, Training Initiative Announced

Bryan Manufactured Homes Ban Passed, But Petition Count, Other Legal Moves May Stop Texas City

 

 

 

 

 

 

 

2019 Manufactured Housing Plant Shows

December 12th, 2018 Comments off

ManufacturedHousingPlantShowsPicLegacyHousingPlantShow2019DailyBusinessNewsMHProNews

Every year, numerous manufactured housing producers put on a what they call a “plant show.”

 

A plant show can be thought of as something akin to a mini-trade show that is specific to a single manufactured housing producers brands.  They are often held at or near “the plant,” or factory production center.

Like a trade show, these are costly. They are a significant part of many firm’s marketing budget.  Depending on the company, the cost may or may not be as expensive per unit as going to Louisville or Tunica.  To learn more about those two trade shows, click the box linked below.

 

Louisville and Tunica Manufactured Housing Shows, Controversial Profitable, Problematic Issues Loom

 

Some firms, such as Clayton or Legacy Housing, turn these plant shows into a serious event, with rooms, meals, entertainment, and even educational opportunities for their retailers and/or community clients. An example from earlier in 2018 can be found at the report linked below.

 

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

 

As the industry looks back at 2018 or prior years, there are certainly some welcome developments, but there are some #NettlesomeThings too.

We use the term nettlesome periodically with good reason. Nettles in nature sting. But properly used, nettles have medicinal qualities.

Former President John F. Kennedy observes that the Chinese symbol for crisis also meant opportunity.  Every crisis or problem, properly understood and used is an opportunity in disguise.

 

WhenWrittenInChineseCrisisComposedTwoCharactersOneDangerOtherOpportunityJohnFKennedyQuoteMHProNews

 

Several other publishers in manufactured housing have little or no first hand knowledge about home selling. That’s one of several points that makes MHProNews different. We have first hand knowledge of retailing at sales centers, and retailing in a land-lease community. We know community operations first hand from a management perspective. We’ve worked with several producers of manufactured homes, and numerous lenders and other suppliers over the years too.

MHProNews also knows how to put on educational events that attract retailers and communities. Why? Because we understand their vantage-points.

Part of a recent emailed comment to MHProNews – by someone who understands and is sympathetic to the perspective of a lot manager – wrote the following. “John or Mary LotManager is usually very busy in meeting conditions for lenders, scheduling deliveries, handling customer complaints about shoddy construction, etc.  They do not have the time, the resources, or the energy at the end of the day to combat the weathermen of this world, code-encroaching state officials, less-than-accurate national reporters who cast our homes in a bad light, etc.  That should be the role of the ‘support team’ if you will…” 

That’s an insightful snapshot that producers, lenders and others who aren’t in retail often know, because their field reps see those activities. For more quotes from the source above, see the linked box, below.

 

“Lots of Sizzle,” Clayton Sales Performance, Other MHI & Clayton Homes News Tips

 

There are several things that factory builders should consider as 2019 approaches.

1)    You want to earn more business from your current good accounts.

2)    You want to create more good accounts.

3)    No one wants the headache accounts, but there are ways to make them less nettlesome.

4)    There are profitable synergies possible between LifeStyle Factory Homes, LLC and factories willing to commit to a durable relationship with the industry’s best known trade media.

It is a matter of public record that Legacy Housing’s IPO says they have the biggest backlog in their company’s history. Not every builder can honestly say the same today, as recent shipment reports reflect.

We have the secret sauce for more retail sales growth, which is the fuel for wholesale sales growth. Contact L. A. ‘Tony’ Kovach at tony@mhmsm.com or 863-213-4090 to learn more about how to have the most successful plant shows – and set the stage for the most profitable years ahead. That’s MH “Industry News, Tips, and Views Pros Can Use,” © where “We Provide, You Decide.” © © ## (News, analysis, and commentary.)

NOTICE: 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.

(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 provide a News Tips and/or Commentary, click the link to the left. Please note if your 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: Click the Boxes Below to Read More...

Louisville and Tunica Manufactured Housing Shows, Controversial Profitable, Problematic Issues Loom

2019LouisvilleManufacturedHomeShowTunicaManufacturedHousingShowLogoCostlyProfitableControversiesLooming600an315

 

Winter 2018-2019 in Manufactured Housing Land

 

Sugary Sweet Reports on Manufactured Housing Industry

September 24th, 2018 Comments off

 

SugarySweetReportsonManufacturedHousingIndustryDailyBusinessNewsMHProNews

You don’t have to be a doctor of dentist to realize that a person who relies on a diet of sugar, sweets, and fails to balance or brush will end up with rotten teeth and other health issues.

 

That is an analogy for manufactured housing professionals to ponder.

Businesses and industries use baselines, market-share, and other metrics that are fact-based. That data is used to determine how healthy – or not – a business or industry actually is.

Certainly, one metric is dollars and cents. How profitable is a business?  By the way, this is today’s Monday Morning MH Sales/Marketing meeting post.

Rising profits are obviously good. But a ‘sugar high’ can feel good for a while too. It is only later that the health issues manifest themselves.

Profits may be rising, and that’s good.  But if other metrics signal an imbalance or problem, then part of those profits ought to be allocated toward treating underlying issues that keep a business from rising even higher.

Figure1MobileManufacturedHomeSalesSHipmentsVsExistingingNewHouseSalesManufacturedHousingiinudstryDataMHProNews

Above and below are industry metrics that must be considered, and then applied to your local market(s) and business interests.

9percent1percentNewManufacturedHousingTrillionDollarHousingNewExistingHomeSales2016CreditManufacturedHousingIndustryDailyBusinessNewsMHProNews_1

This is a flashback to over a year ago, the data has shifted slightly higher, but the principles still hold. http://www.mhpronews.com/industry-news/industry-in-focus/a-executive-summary-400-words-manufactured-housing-industry-obstacles-and-billions-in-opportunities

 

At the MHEC meeting, one of the discussions was reportedly about the “unconstitutional taking” of property. It’s a subject that the Daily Business News on MHProNews on that very topic. Where are the others in trade publishing on that or other vexing issues?

“Unconstitutional Taking,” “Gentrification on Trial” in Recent Oak Hill Manufactured Home Community Ruling

From the outset, MHProNews has spotlighted good news, but also problem areas and how those can be dealt with. Reality is based on facts, not mere wishes, hopes, and day dreams that lack substance.

At the local, state, or federal level there are challenges. Those challenges exist outside of the industry, as well as inside.

Ignoring reality may have delayed consequences, but like that analogy of a diet of sugar, those health – and business – outcomes eventually surface.

Let’s be blunt. There are controversial topics we cover that no one else in MHVille has or will touch. Perhaps in time, others in the industry’s trade media will realize that the world won’t end if they tackle real issues with something more than sugar-coating?

 

Cost and Benefit

There is a cost to even fact and evidence-based publishing, when it raises issues that are unpopular in certain quarters.

But benefits exist too.

ManufacturedHousingAssocRegulatoryReformJOINMHARRbani-200x200

Click here or the above to learn more, which is not connected to this report.

Readership on the site is more than double what it was a year ago. We were already the number one trade media, but that has expanded.

From big, to medium, or small organizations in manufactured housing, readers want a meal, not just candy. People may or may not agree with a perspective. But they know we have laid out facts, evidence and give others a chance to input too.

Leadership for your business can get a similar result. In fact, there is good evidence from our consulting and business development service clients that diving into tough topics is precisely what we’ll qualify consumers and B2B decision makers want.

Keep candy for desert. Brush your intellectual teeth after you’ve consumed some sweet sounding stuff elsewhere.

A sponsor recently said that some “may not realize the power of your platform.” It was a nice compliment to MHProNews/ MHLivingNews.  But the reality is that it has always been, and will always be a collaboration. Sponsors, clients, feedback, tips from industry pros, and our own team’s work meld together to make this possible.

As we’re preparing to publish this, we’ve had a written response from the mayor in the town in the story linked below.

 

Anti-MH Bigotry, Prejudice, and Possibly Illegal Action on Display in Manufactured Housing’s Birthplace?

 

There are absolutely times when polite and pleasant behavior are merited.  There are other times when only vigorous push-back will work.

The shipment chart and comparisons to RVs or other industries are the only evidence-based reasons that are needed to realize that while the industry is ‘recovering,’ it is doing so far too slowly.  In most markets, sustainable, ethical increases in sales of 500% to 1000% (+/-) in new manufactured home sales ought to be possible.

The results are actionable intelligence and insights that leaders, managers, and investors can benefit from. Or as our tag line says, “Industry News, Tips, and Views Pros Can Use.” © See related reports and links, below. “We Provide, You Decide.” © ## (Manufactured housing related marketing & sales news, analysis, and commentary.)

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

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

Sign Up Today!EmailedMHProNewsHeadlineNewsDailyBusinessNews

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

 

InvestInYourselfAndInYourBizManufacturedHousingIndustryDailyBusinessNewsMHProNews

Time, talent, treasure. Put your money, as we do, where your mouth is. Need professional services? Please consider calling us. Nobody does it better in MHVille, no one. Click here to learn more.

Related References:

“Family Owned,” a Formula for Outperforming “Big Boys,” Monday Morning MH Marketing Sales Meeting

 

Sustainable Success. Your Best MH Investment? Monday Morning Manufactured Housing Sales and Marketing Meeting

 

Becoming a Standout Performer, Monday Morning Sales, Marketing Meeting

RememberThisQuoteIrPrettyPicturesMHIndustryWillOnlyAchieveItsGoalsByResovingItsCoreIssuesLATonyKovachMHProNews

9 Quick Tips, Plus Your Website – Monday Morning Manufactured Home Sales Meeting

January 15th, 2018 Comments off

MondayMorningSalesMeetingDailyBusinessNewsMHProNews

 

We’ll start with the website insights, and then move onto the 9-quick manufactured home marketing, training, educational, inspirational, and sales tips.

 

Over-simplifying, there are in manufactured housing today, 4 kinds of websites:

  • Non-existent. As hard as it may be to believe some 2 decades after the websites came into being, there are still some manufactured home companies – notably among communities – that have no website presence. They may be on someone else’s site, but have no website of their own. If you have vacancies, or are selling wholesale or to the public, doesn’t it make sense to fix that oversight?
  • Outdated. Websites can get dated within 3 to 5 years. It isn’t just a matter of adding new content, that’s obviously needed. Research shows that you only have 5 to 10 seconds to win the interest of a website visitor. After that, many are gone. An outdated website lowers your odds of having a visitor beyond those 5 to 10 seconds.
  • Modern, Cool, but Missing Something. Hundreds of websites that we see fall into the category.  This type of website will land that first-time visitor.  But they may not attract back the repeat visitor, which is critical if you are trying to sell a big ticket item, like a new or not-cheap pre-owned manufactured home.
  • Engaging, Appealing, and Informative Websites. These do what bullet 3 does, but have certain features that attract back those better qualified buyers.  If you see us in Louisville, stop and ask for details, or call us the week following the show for a complimentary website review.

Now, the 9 Tips 

It’s a federal holiday, right? So if you’re checking these out,

  • your either one of those operations that are open, or
  • you are a go-getter.  Either way…

The tips are found in the 9 different articles linked below.  If you’re new to the Monday Morning Sales Meeting, or just realize that you need a refresher on a topic, click a link below and dive in!

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

Seriously…

Clayton Homes Praise for Pro-Industry Trade Media – Monday Morning Sales Meeting

Manufactured Housing’s “Duh!” Monday Morning Sales Meeting

Only 2 Choices – Media Engagement, Manufactured Homes, & You – Monday Morning Sales Meeting

Only 2 Choices – Media Engagement, Manufactured Homes, & You – Monday Morning Sales Meeting

Powerful Takeaways from Automotive, RVs for Manufactured Home Professionals, Monday Morning Sales Meeting

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

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

 

Monday Morning Sales Meeting – Living the Dream by Serving Others Well

Monday Morning Sales Meeting – Living the Dream by Serving Others Well

 

Manufactured Housing Monday Morning Sales Meeting: Finance & Industry Facts, Figures, Sales Tip$ Improving Best Practice$

Manufactured Housing Monday Morning Sales Meeting: Finance & Industry Facts, Figures, Sales Tip$ Improving Best Practice$

KYPs, and the $64 Billion Dollar Question-Monday Morning Manufactured Housing Sale$ Meeting

KYPs, and the $64 Billion Dollar Question-Monday Morning Manufactured Housing Sale$ Meeting

My smartphone will be on silent mode in Louisville, but I will check messages and return calls, as possible.  832-689-1729Or email me at this link. If you’ll be on the road, safe travels and prosperous travels. ## (Sales, marketing, management tips for manufactured housing professionals.)

Services Link – Click here.

ThereAreOnly2WaysToLearnOwnOthersExperiencesLATonyKovachManufacturedHousingIndustryMHProNews-575x235By L.A. “Tony” Kovach.

 

 

 

 

Connect:

https://www.linkedin.com/in/latonykovach/

https://twitter.com/LATonyKovach @LATonyKovach
https://www.facebook.com/tony.kovach.71

 

SILVAR President Tonna says Internet, Education key for Today’s Home Buyers

August 24th, 2014 Comments off

silvar-president-david-tonna-senator-feinstein-constituent-breakfast-posted-daily-business-news-mhmsm-com-David Tonna, President of the Silicon Valley Association of Realtors (SILVAR), is on a mission to educate today’s home buyers, MercuryNews  tells  MHProNews. Some 90% of all home buyers begin their home shopping online. Most search for a property for 6 months before they contact a real estate agent. But home buying is more than facts found online, because there is both information and misconceptions found on the web.

Tonna says he spends no less than 90 minutes with a future buyer upon their first meeting. He says, “Homeownership is an investment in your future and offers immediate benefits and long-term value. Realtors are trusted resources for the most up-to-date, comprehensive and accurate real estate information because they know the communities, see many homes and can help buyers successfully navigate the increasingly complex buying process.”

Buyers are asked to describe their ideal home, lifestyle, schooling needs, commute goals and their location/community amenities. Tonna presents buyers with a bound manual outlining the buying process, including the complexity of their home search, offer(s), escrow, contingencies and closing. Then they go over forms the buyers will encounter. “This process takes the mystery out of home purchasing,” Tonna stated.

Tonna notes the internet may bring international buyers. He also contends that Realtors ® do more than generic real estate agents or online information alone, because websites can’t replace a Realtor ®. “The process I describe illustrates that Realtors are not simply order takers for properties they found on the Internet and visited at an open house. It raises the level of our professionalism in our industry,” says Tonna.

SILVAR and Tonna stay politically engaged as well, he’s pictured above at California’s U.S. Senator Dianne Feinstein constituent breakfast.

As regular MHProNews readers know, many of these same points apply to manufactured and modular housing. The need for professionalism routinely starts with a good online engagement strategy, but must include trained and motivated professionals who deal with prospective buyers with an appealing customer service and education approach. Given the widespread misinformation about manufactured homes, more best practices methods and online engagement must take place to attract increasing numbers of qualified home buyers. ##

(Photo credit: SILVAR)

Modular Builder Declares Dividend

August 16th, 2013 Comments off

Canada’s Black Diamond Group Limited has declared a dividend of $0.07 cents a common share payable Sept. 16, 2013 to shareholders of record as of Aug. 30, 2013. Through its subsidiaries the company rents and sells modular workforce housing and buildings to projects in remote areas, and provides supportive services for those locations. It feeds into a number of industries including oil and gas, mining, power, construction, engineering, military, government and education As MHProNews has learned from marketwire, based in Calgary, Alberta, Black Diamond has 17 facilities across the U. S., Canada and Australia.

(Photo credit:globalregina/modular man camp)

Pre-purchase Counseling Leads to Fewer Foreclosures

March 7th, 2013 Comments off

MarketWatch tells MHProNews NeighborWorks America, a non-profit which bills itself as the foremost trainer of affordable housing professionals, says research shows that homebuyers who receive pre-purchase counseling from them are almost one-third less apt to get behind in their mortgage 90 days or more within the first two years of the loan. The study was conducted by Neil Mayer and Associates and Experian, and is based on 75,000 mortgages 2007-2009. Although estimates vary, according to a report from the Joint Economic Committee of the U.S. Congress, a foreclosure can cost up to $50,000 or more, running into the hundreds of millions of dollars nationwide. Eric Belsky, managing director of the Joint Center for Housing Studies at Harvard University, says evidence of the value of pre-purchase education is compelling. The study also found that repeat buyers may benefit from the counseling.

(Image credit: texaslendingtoday)