Posts Tagged ‘expert’

Not Renaming Manufactured Homes, Redefining Manufactured Homes – Tiny House Lessons Learned

May 7th, 2019 Comments off



Let’s be clear. Tiny houses are a fad or trend that provides numerous lessons for the factory-built housing industry.  That doesn’t mean that we have to rename everything as a tiny house.  It may be useful to use that phrase on a truly smaller HUD or other code factory-built home.


But this report is about more than ‘what’s in a name?’

Tiny house videos break all kinds of norms that numbers of manufactured home marketers mistakenly believe in.  Rephrased, that means there are lessons to be learned from this video specifically and generically.

We aren’t going to give away and unpack every detail from this video. But in the first day or two, this specific video had outperformed every Manufactured Housing Institute (MHI) video made to ‘promote’ manufactured homes combined. It blows away the results from Clayton Homes new, costly “Prefabulous” campaign.  Ouch, but again, there are lessons to learn.

It may look cool, but it is also a house on a trailer frame. Think about that for a few seconds, and hundreds of thousands of people think this is cool!



It took the couple in this video 6 months to build this Do It Yourself (DIY) tiny house on a trailer frame. The couple was unemployed at the time, so they took that time to do the work, but also had help.

Now think about the value of the monetary value of that time.  Then think about the fact that they could have gotten a job and earned money during that same timeframe.

Here in the U.S., they could have purchased a far larger HUD Code manufactured home with the cost in time, talent, materials, etc. that was required to do that same DIY tiny house.

Millennials are among the age groups that think that tiny house living is cool.  We aren’t going to spell out every detail or nuance in this column, but let us say this.  Manufactured housing is underperforming.  The indicators are all around us, historic, other industry trends — including videos like this one posted above.

How can you break out of the trap of low volume sales? First, by being willing to learn the common sense lessons, ponder how it may apply, and be willing to think and do differently from the pack.

“Out-Performing the Market” Robert Robotti, Value Investing, and Manufactured Housing

You are at the right place to start.  For professional growth and business development services, click here or below.  To sign up for our industry leading email, click here or below.

There are common sense indicators that manufactured homes could be 5, 10, perhaps 20 times or more higher sales levels in local markets like yours than the industry is achieving today. RVs outsell MH 5 to 1. MH used to outsell RVs 3 to 2 in 1998.

Our publisher and industry consultant, L. A. ‘Tony’ Kovach has said that bit of marketing lore, “You either define yourself, or others will define you.  If you allow others to define you – your product, service, business, industry, or you personally – then depending on the motivations of those others, they may define you to your disadvantage.  Learn how to define or redefine yourself and your manufactured home products or services in your market(s).”

The blend of historic and other lessons learned are all part of the path to increased success.

Clayton Homes and the trade association that they purportedly dominate, MHI, either know what they are doing or they don’t.  Either way, they too are underperforming, aren’t they?  Why not learn that obvious and valuable lesson? Why follow the leader that takes you to a dead end, or declining sales?

That’s this morning’s first look at “News through the lens of manufactured homes, and factory-built housing” © where “We Provide, You Decide.” ©



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Warren Buffett’s Profitable Lessons for Manufactured Housing

Declining Manufactured Home Shipments More Serious Than Retailers, Communities Being Told







Attracting and Retaining Sales Talent – Evidence and Data-Driven Potential in Manufactured Housing

October 8th, 2018 Comments off


At this moment, the potential opportunity to achieve more in manufactured housing by independents may be greater than at any time in decades. But tapping those opportunities requires an openness to new facts, evidence, and ideas.


By definition, doing more of the ‘same old, same old,’ yields more of the same. One reaps what is sown.

In business and in public discourse, mental and physical habits set in. The right habits are good, the wrong ones are self-limiting.

When competing ideas exist, some want to discuss or debate them. That’s ok.  It can even be good, when done properly. But that ought to be done based upon a genuine, healthy discussion.

Some enter into a discussion with a closed mind, trying to prove ‘their’ point. The ego gets invested. Pride sets in. Such a person is less likely to ‘change their mind’ – at least at that time – regardless of the facts or evidence.  But the discussion may still be useful to those who are observing. 

That’s human nature at work. The real geniuses are those who create the discipline of proven systems and processes that every sound business requires, and marries them with a willingness to test other ways to see if improvements can be profitably achieved.  

At the core of this is the need for objectivity combined with discipline.  

Discipline is good, but it’s enhanced by a healthy motivation.

There are great thinkers who were also doers. They found the way to motivate others to be the best version of themselves.  

The lazy, ego-invested or honest skeptics can use all kinds of methods to block healthy or even necessary change.

The point?  


An Emerging New MHVille and American Reality

A new economic reality is emerging in the U.S. Love, like, or hate his style, but President Trump is getting things done that make America a better place for small- to mid-sized businesses. Businesses are opening and expanding.  Wages are rising, as more jobs are opening.

As the economy improves, the need to retain and attract good talent will only grow. With unemployment officially at 3.7 percent, and with over 6 million job openings, people have more career and job options.


Research has proven that training – education done well – motivates workers. Good training also improves performance and retention.

When a sales pro in retail, at the factory, or in communities can learn more to earn more, they are more likely to stay. It also makes for a better workplace. 

And at the core of every marketing and sales article on MHProNews is the belief that the customer deserves to be treated honestly, ethically, and with a respect for their long-term interests.

Sellers win, when customers win. By the way, savvy customers know you have to make a profit.

In this emerging economy, the need to think in terms of mutual victories – where everyone in the mix wins – is essential. It’s a good thing, but it may require healthy changes in how business is done.

The day may come in manufactured housing when well qualified retail buyers will go to retailers or communities intending to purchase. The only question is who they will do business with.

That kind of qualified customer won’t respond well to many of the marketing and sales methods they see.

In that projected future – then and now – truly skilled, informed, disciplined sales people will be needed.



Tony Kovach doing a presentation in a packed room of industry professionals.

The time is now for forward-thinkers who want to lead this emerging trend to invest in systems that attract and retain qualified professionals who can attract and satisfy qualified buyers.

That’s what we help client firms do, and it sets us apart from the pack. That’s your weekly dose of the Monday Morning Manufactured Housing Marketing and Sales Meeting. ## (Research, news, analysis, and commentary.) 

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Related References:

Proper Planning, Manufactured Housing, Marketing and Sales, Monday Morning Meeting


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

Elvis and Priscilla Presley’s Honeymoon Mobile Home Auctioned Soon

August 15th, 2018 Comments off



It’s a shame that so many in the industry just don’t get it,” said an industry reader and client who tipped the auction of Elvis’ honeymoon mobile home to MHProNews.  “Manufactured home pros should celebrate the mobile home past, not run from it. Yes, we need the right terminology, and done correctly it would elevate the industry’s image.”


MHProNews and MHLivingNews previously reported on a prior sale of the home.

Judging from the current photos the auction house shared, the true pre-HUD Code mobile home looks to have been updated and rehabbed.


The auction tells MHProNews the same, describing the home like this: “Elvis & Priscilla Presley’s 60′ Two Bedroom Delta Mobile Home From Circle G Ranch W/All Paperwork (Recently Restored)


For a forward thinker with wit, some spare change, and an eye for marketing this could be a traffic magnet for a manufactured home sales center or land-lease community,” said publisher and consultant, L. A. “Tony” Kovach.



Click here to learn more about this upcoming wholesale event, which is not related to the story posted.

The auction will be held on Aug 25, 2018 10AM PDT, in Agoura Hills, CA, by GWS Auctions CA Bond#: 62520248.

A robust photo spread is planned for MHLivingNews this weekend. Watch for it, at this link here. ## (News, analysis and commentary.)

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Related Reports:

Elvis Presley’s Personal Mobile Home Restored, Honeymoon Hideaway Up for Auction


Elvis & Priscilla Presley Honeymooned in this Mobile Home


Becoming a Standout Performer, Monday Morning Sales, Marketing Meeting


Is it Better to Be Candid, or a Kiss-Up? Monday Morning Manufactured Housing Sales, Marketing Meeting

May 14th, 2018 Comments off


Sales professionals and leasing agents in manufactured housing get faced with a daily choice.


It could be phrased like this.

Is it better to be a ‘Kiss Up,’ or ‘Candid? ‘

To be sure, someone can be both honest and polite.

But to allow someone to believe something that isn’t true, when you have the opportunity to clear an issue up, is a disservice to guests, clients, colleagues – and in time – it can impact your company’s reputation.

In real world sales scenarios from border to border, I’ve sadly witnessed some manufactured home pros who were not candid when they needed to be.

I’ve also seen sales pros that were not motivated enough.

Coach Lou Holtz did amazing things during his career. Here are some rules he believed in.



There can seem to be a short term cost to honesty at times. But a reputation for candor builds trust. Trust can be a critical foundation for a career or a business.

For those who may be tempted to believe that there is a conflict between ethics and success, don’t let Hollywood or anyone else fool you.


Spot on.

Moral principles in business – and in life – matter.

If you can tell it like it is, politely, do so.  But there are times that one has to be blunt, in order to convey a fact to a prospect or team member that could harm others if it isn’t known in a timely manner.  Enough said on this for today. ## (Manufactured housing related marketing & sales news, analysis, and commentary.)

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Related References:

Style or Substance? Lesson from Most Hated in America – Monday Morning Manufactured Home Sales, Marketing Meeting

What are the FACTS about Manufactured Housing Industry Traffic vs. Real Estate? MHVillage, MHProNews, Manufactured Housing Institute Data




Time, talent, treasure. Why not put your money, as we do, where your mouth is?


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Expert’s NWS Statement Reveals Serious Problems in Tornado WARNINGS & Manufactured Housing Safety Data

January 30th, 2018 Comments off



Greg Schoor is about to become much better known in MHVille.


In an exclusive statement published on MHLivingNews, a National Weather Service (NWS) severe storms expert – Greg Schoor – has made admissions that could shake the foundation of what the public has been led to believe about manufactured homes and severe windstorm fatalities.

Schoor admits that tornado death-counts for mobile and manufactured homes fail to make a number of obvious, and important, distinctions.


What Was Said by Schoor, What It Means, and What This Could Mean for MH Owners, Shoppers and the MH Industry

TornadoUSDeathsChinaPersonPickedUpYouTubeDailyBusinessNewsManufacturedHousingIndustryMHProNews_001For example, per Schoor’s statement, if someone dies outdoors of their dwelling as a result of following the weatherman’s advice to leave their “mobile home,” and “immediately seek other shelter,” that tragedy has been counted as a tornado death in a factory-built, “mobile home.

For another example, if someone dies from any cause, – including a structural failure, a heart attack, or a tree falling and killing someone – those are all being tallied as a storm death attributed to the mobile or manufactured home (MH).

Schoor’s carefully analyzed statements provide numerous revelations that should be a wake-up call for MH industry professionals.

Third-party research or news reports often paint manufactured homes in a negative light, which routinely includes the use of the apparently problematic NWS statistics.

A recent example is the flawed research published in 2017 by Michigan State University (MSU), debunked last year in an analysis by MHProNews, in concert with key Manufactured Housing Association for Regulatory Reform (MHARR) staff.

What the newest ManufacturedHomeLivingNews expose implies is that the actual number of deaths tied to structural failure is lower than is being reported.

Further, the MHLivingNews report spotlights how the frequency or odds of even such misleading ‘tornado death tolls’ are incredibly low.

Perhaps worse is the implication that people who take a weatherman’s warning to heart, and leave their homes, could well be dying as a result. They might well have survived, if they had sheltered in place, following tips in the same, new MHLivingNews special report.

That in-depth special report – which includes dramatic video – is linked below.

Weather Expert’s Surprising, Bombshell Statement on Tornado Deaths and Affordable Manufactured Homes


Help Us, Help You, Help Others.”  ©

Industry professionals and MH homeowners are advised to post that special report link on MHLivingNews – shown immediately above – on their social media, as it could save lives…

…and over time, further exposure of these facts could lead to  more respect, a better understanding and thus additional new manufactured homes being sold, as the truth is better understood.

Industry members have told us that sharing the windstorms video with customers have helped them quell the fears of buyers “sitting in the fence.”


Why the Schoor Report Matters to Virtually Everyone in MHVille


L. A. ‘Tony’ Kovach addressing industry professionals in an educational session.

While the surveys have been unscientific, L. A. “Tony” Kovach in his public presentations has asked a variation on the following question for years. It is safe to estimate that over 1,000 manufactured home professionals in recent years have publicly raised their hands to agree with the following.  Here’s the question.

Do you believe that negative media reports that focus on tornado deaths in mobile or manufactured homes hurts the industry’s image, and therefor sales?’

Virtually every hand in every group in every location has gone up. Literally not one hand was raised to disagree with that assessment.


What Started This Report – the Origin was an MH Industry Pro’s News Tip

The Daily Business News wants to acknowledge that this story began as a tip from a manufactured home community owner.

A number of the special reports MHProNews or MHLivingNews publishes are a result of news tips. Most want to remain anonymous. We acknowledge those who want to be on-the-record.


We give credit if desired, or keep you anonymous. To report a news tip, click the image above or send an email to – To help us spot your message in our volume of email, please put the words NEWS TIP in the subject line.

Got a news tip? Click the link above. ## (News, analysis, and commentary.)

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Negative views about Manufactured Housing in the media – do we just expect and accept it?

December 4th, 2014 Comments off

manufacturedhome-credit=manufacturedhomelivingnews-com-posted-mhpronews-In a recent Question and Answer column in Maine’s Tri-Town Weekly,  a commentary by news writer John McDonald was published under the headline, DOWN THE ROAD A PIECE: On the move.  McDonald’s column was in reply to an email received from “Frank,” who wrote: “We moved here from a southern state where lots of people live in mobile homes or trailers. When grouped together, as they often are, the resulting community is called a ‘trailer park.’ You’ve probably read stories about southern trailers – the things that get banged around a bit every time there’s a hurricane or a tornado.”

McDonald’s article says as part of his reply to Frank, The idea of living in a real mobile home or trailer has never enjoyed wide acceptance among the majority, who prefer to live in what might be called immobile homes.

McDonald elaborated,Makers of “trailers” never liked the name, so they began insisting that their creations be called “mobile homes.” No matter what they were called, everyone knew they were still trailers. Then in 1980 Congress officially changed the name to “manufactured home.”  But, like I said, they’ll always be trailers to the rest of us.”

What the question and reply in Tri-Town Weekly demonstrates are some common attitudes found in the media and the public at large, well known to many in MH.

First, John McDonald is clearly a good writer and knows how to turn a phrase and be funny. But he’s not accurate in much of what he asserts as true. For example, MH industry veterans know that there have been no ‘mobile homes’ built in the U.S. since June 15, 1976. The 1980 date McDonald gives in his article is flat wrong.

‘Trailers’ are pulled behind cars or pickup trucks. In residential terms today a travel trailer is a common kind of RV. They are smaller and far lighter than an MH. By contrast, it takes special equipment to move even most pre-HUD Code mobile homes. Since houses built on site use trailers to haul their parts to location, does that make on site building a ‘trailer house’ too? Both MH and site built are ‘immoble’ once installed.

Modern manufactured homes can weigh 25,000 or more pounds per section. They use the same lumber, shingles, vinyl siding, appliances, etc. that conventional housing does. Because they travel down the road to their location, as Modular Lifesyles Vice President Steve Lefler has said, they are tougher. It is like going through an EF 1 tornado and an earthquake at the same time.

Properly installed, as the video linked below proves, modern MHs are stronger than conventional housing, not weaker.

Marty Lavin, community owner and industry expert, has told the industry not to be confused. The MH industry already has an image campaign underway; and it is the media’s campaign. This article is a reminder that media accounts are often not favorable.

Clearly McDonald and Frank are misinformed on almost every level. As they try to educate each other, neither one of them has the updated information about the Manufactured Housing Industry. Neither knows that some 22 million Americans live in communities and homes throughout the nation.

But McDonald and Frank are not alone.

Until the industry learns to pull together in a campaign like what Murex Properties’ Steve Adler advocates in a new interview – or what Chairman Randy Rowe of Green Courte Partners has called for in his 5 point plan – expect that every professional or organization should stand up and correct the media when they err.

The photo from Manufactured Home Living News at top comes from the #1 resource of its kind that has videos, news stories and photo galleries that dispel myths. These stories and videos are on subjects ranging from MH in hurricanes and tornadoes – or that manufactured homes are ‘only for the poor‘ – when in fact millionaires own them too.

Stereotypes and outdated perceptions keep manufactured homes from being accepted as mainstream housing. When will more people grasp what Mary McBrady of the Massachusetts Manufactured Housing Association has advocated, that industry professionals pull together to support the platforms that advance the true narrative of the industry? ##

Photo Credit: (MHLivingNews)

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