Archive

Posts Tagged ‘L.A. ‘Tony’ Kovach’

Within an Ongoing Wave of Routinely Problematic Media Reports, What Do Actual Manufactured Home Owners Say?

April 16th, 2018 No comments
WithinAnOngoingWaveofRoutinelyProblematicMediaReportsWhatDoActualManufacturedHomeOwnersSayMHLivingNewsManufacturedHousingIndustryDailyBusinessNews

Still from the MHLivingNews video, posted further below.

There’s an ongoing drum beat of news media coverage that reflects on manufactured homes and their owners.

 

In part because of the principle of significant numbers of editors – “If it Bleeds, if Leads” – many hard news media, stations, and news channels tend to focus on problems, as opposed to ‘good news.’  Simple Google searches demonstrate that reality when it comes to manufactured homes, as the report linked below reveals. To be fair, its not universally true.  There are arguably some mitigating circumstances, for example, when a writer is rushed and relies on stereotypes instead of in depth research.  But the fact remains that a survey of most news coverage about manufactured homes tend to be negative, rather than positive.

 

Media Bias, Ignorance, Manufactured Homes, Agenda Journalism, the Truth About “Fake News”

Given the affordable housing crisis, the general pattern of media coverage is a problem for millions of home seekers, who are kept in the dark due to in part to a general lack of understanding of what the realities are today.

There are exceptions to that pattern of media bias or ignorance, as the report linked below reflects.  As other Daily Business News reports have indicated, public officials also play a role in this challenge of misinformation.  The same could be said about some significant forces within the ranks of the industry, who fail to routinely defend the industry which they are supposed to promote.

Bloomberg, HousingWire, Realtor and Fox all suggest Manufactured Homes as Important Solution for Affordable Housing in America

Third Party and University Level Research Often Favorable Towards Manufactured Housing

While you may not learn it from the bulk of media reports, for at least two decades, federal and third-party researched published reports often debunked prejudiced or ignorant view of modern manufactured homes, and their owners.

MultipleReasonsExpectManufacturedHousingDoBetterThanSiteBuiltHousingEricBelskyEecDirJointCenterHousingStudiesHarvardUnivDailyBusinessNewsMHProNews

At the time Belsky made this prediction, manufactured homes were selling over 250,000 new units per year. This year, MH won’t reach 40 percent of that total. What happened?

Pride and Prejudice: The Truth About Manufactured Home Communities and Crime

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

Federal Data Spotlights Manufactured Home Industry Quality, Regulatory Questions

But for a variety of reasons previously outlined, the voices of manufactured home professionals and owners are often depicted as negative.

Meanwhile – in an ironic twist, federal data, plus third party surveys and research – routinely reveal widespread manufactured home owner satisfaction.

Foremost Report: Manufactured Home Customer Survey and Market Facts

Manufactured Home Owners – Satisfaction Survey Redux

What the brief review above reveals is that the authentic voices of manufactured homes owners are often lost in the bulk of affordable housing discussions in America.

 

Affordable Housing Focus Group Video, Episode 2

Thus this affordable housing focus group video below is a break from the norm.  In this periodic series of videos with manufactured home owners, they will help correct some of these oversights and challenges found in the context of America’s affordable housing discussion.

 

 

Episode 2 – above – of our affordable housing focus group builds on what Daily Business News readers learned in our first report, linked below.

Affordable Housing Focus Group, Comparing Housing Options, Rent, Conventional, Condos, Manufactured Homes

This post will be updated to the MHLivingNews.com public version of this post once that’s published and available.  ## (News, analysis, and commentary.)

Related Reports:

Evergreen, Manufactured Homes and NIMBY, “Why the Feds Must Step In”

  1. To sign up in seconds for our industry leading emailed news updates, click here.EmailedMHProNewsHeadlineNewsDailyBusinessNews

2) To provide 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 Resources

SoheylaKovachManufacturedHomeLivingNewsManufacturedHousingIndustryDailyBusinessNewsMHProNews-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.

“Silver Bullet,” Manufactured Housing’s Monday Morning Sales Meeting

April 16th, 2018 No comments

SilverBullettManufacturedHousingMondayMorningSalesMeetingDailyBusinessNewsMHProNews

The people who say ‘there is no silver bullet’ are sincerely mistaken.

 

There is proven path that once used, might seem to the less informed to work like magic. But it is actually a matter of common sense, routinely applied.

What are our industry’s greatest outside enemies? They are summed up in two words, prejudice and ignorance. Once you hear or read that, you may find yourself nodding your head. Of course.

Once you understand that Prejudice and Ignorance are the outside enemies, the solution becomes clear. After years and years of fielding testing, the outlined solution routinely works, wherever it is faithfully and diligently put to use.

Thar solution is summed up in the acronym, U-DEEMS.

The U is for Understanding. Again, it may not sound sexy, but this works, and is totally common sense.

To solve any problem – your own or that of any other person – one must first understand.

Understanding requires listening and learning about the details of a circumstance.

Let’s be clear. Understanding must go beyond the superficial. It must go beyond stereotypes or PC (politically correct) notions.

Why?

Let’s be brutally honest. Manufactured Housing isn’t politically correct. Once we understand and accept that, no matter how painful it may sound or be, the next steps are clarified.

Because manufactured homes are a true solution for millions, as our new, revised infographic below outlines.

 

UltimateManufacturedHomeHousingInfographicNotMobileHomeTrailerHouseFactoryBuiltHomeIndustryDailyBusienssNewsMHProNews

 

The short video with Frank Rolfe posted below makes the very simple point. People don’t know what manufactured homes today truly are.

 

 

Darren Krolewski, Co-President of MHVillage, said in Tunica in front of dozens of industry professionals that when talking to people about the words “manufactured home,” many look blank. They don’t get it.  Darren and Frank are right about that sad reality, most Americans don’t get it.  For the savvy marketer and trainer, that’s an opportunity in disguise.

Darren also admitted to not knowing why their conversion ratios, or that of giant Clayton Homes, are so low. NOTICE: we are being clinical here not critical. These are facts, not put downs. Don’t misread, which is a way of saying follow the logic, seeking understanding of the point.

Use Darren’s numbers – 25 million unique visitors, about 80,000 sales. That’s a lot of sales, but most were used, and the total conversion rate of website lookers to actual buyers is only about 1/3 of 1 percent. That’s a wake up call for the entire industry.

But hidden in that painful reality, is the opportunity.

Here is the good news in Darren’s troubling MHVillage statistics.  When you and your operation learn how to grow that minuscule fraction up to even say 3 percent conversion, or to 4 percent, or 5 percent conversion, that means your location would have 900 percent, 1200 percent, to 1500 percent sales growth.

Odds are very good that achieving that higher conversion ratio would transform your business.

That huge payoff is what’s sexy. That’s the silver bullet, once you grasp reality and what the Return on Investment (ROI) from addressing that reality means.

To get that ROI requires Understanding and the rest of the elements of U-DEEMS.

It is precisely because Manufactured Housing is misunderstood that the opportunity is so great.

Which leads us to the D of Disciplined.

‘One and done’ is for quitters and the lazy. Every athlete trains. Every doctor does too. What you said to your last customer that was effective with them, must still be said anew for the next one that’s not heard the same wisdom. The nailing gun used on the last floor or wall must be used on the next one too. That successful pattern must be repeated on all those that follow, until a better method is discovered and proven to be as cost effective and durable.

PracticeMedicinePixabayDailyBusinessNewsMHProNews

People PRACTICE medicine, and attorneys “practice law.” Athletes PRACTICE. What makes sales professionals think they can skip practice?  Another phrase for ‘practice’ is routine discipline. 

Discipline – routines, or systems – are required in any profession.  From ditch digging, to equipment operation, teaching, law enforcement, MH marketing or sales, and so on through the list of professions.

Education is paired with Discipline. Education must flow from Understanding, Education must feed Understanding.

Education isn’t a one and done either. Research has proven that information heard once often fades quickly. Part of the reason propaganda works is because of repetition.

Repetition isn’t sexy – or is it?  Repetition can be sexy, once Understanding exists. The more you repeat something, the greater your understanding and appreciation of it tends to be.

Without Engagement, the most educated and trained person can do little or nothing effectively.  Engagement takes place at what we will call and encounter or a…

Meeting. You can meet with someone in person, by phone, online via chat.  You can meet with someone solo, or in a group.

Every real engagement requires some sort of meeting.

All of this requires a system, or to rephrase, is systematic or must be Systemic. Those are the elects of U-DEEMS.

Every system is measurable. In fact, to understand the system, once must routinely measure results.

 

Costs and Benefits

Compared to the costs of the rest of your operation, the investment to put this Silver Bullet of U-DEEMS to work is reasonable. Think about how much it costs to operate a sales center, or how much is invested in any manufactured home community.  Maximizing that investment requires the discipline of marketing and training.  Done properly, those aren’t cheap.

But there is a far higher cost to not putting U-DEEMS to work.  The high cost of lost sales way outweighs the most investment of sustained training.  Do the math of profitably growing your sales even 500 percent, and you’ll quickly understand that investing thousands in marketing and training are a no brainer.

What Darren and Clayton Homes indirectly prove is that they need massive numbers to get a few buyers. Clayton in particular, per sources, spends millions on marketing alone, plus more on training, yet after millions of online encounters a year, only some 49,000 homes – HUD Code, modular, and tiny combined – were sold?  Darren’s MHVillage stats suggest their average sale is $37,500, and given that the average new manufactured home is over $70,000 in late 2017, that means far more used homes than new are being sold.

Again, these are NOT put downs of big and successful operations, like Darren’s MHVillage, or Clayton Homes. Rather, these are reality checks.  

Because frankly the same pattern – albeit on a smaller scale – holds for other operations in our industry.  I know, because we talk to people who report similarly low conversions rates.

That’s why there must be a long term investment in people and systems, and those must be the right people. If they aren’t the right people, we have a proven, proprietary process to recruit and train winners.  But you should always begin with those who you have, because you’ll be surprised how feeding the right information the right way to sales pros often results in great ROI.

 

CFOAsksCEOWhatHappensIfWeInvestInDevelopingOurPeopleandThenTheyLeaveUsCEOWhathappensifWeDontandtheyStayManufacturedHOusingINdsturMHProNewsThe good news is that most people want to be part of something bigger and better than themselves. People want to be part of a winning team. Help your team mates grow, and the odds are proven to be in your favor that they will stay, and make more sales.

With few exceptions, winter weather is almost in the rear view mirror. We are coming into warmer and nicer weather nationally. There is no time like the present. The Silver Bullet is summed up in U-DEEMS. To learn more, click, message or call. ## (Marketing and Sales Coaching, industry reality check, analysis, and commentary.)

(Third Party Images are Provided Under Fair Use Guidelines.)

For manufactured home marketing, sales or professional business development – plus other MH expert or consulting services – click here.

ThereAreOnly2WaysToLearnOwnOthersExperiencesLATonyKovachManufacturedHousingIndustryMHProNews-575x235By L. A. “Tony” Kovach. Co-founder of MHLivingNews.com and MHProNews.com. Ph. 863-213-4090.

 

Evergreen, Manufactured Homes and NIMBY, “Why the Feds Must Step In”

April 12th, 2018 Comments off
EvergreenMHNimbyWhyTheFedsMustStepInmanufacturedHousingIndustryDailyBusinessNewsMHProNews

Residents packed a meeting room to discuss – or oppose – a planned manufactured home community near their neighborhood.

A HUD PD&R, and other third-party studies reveal that manufactured homes appreciate side-by-side with conventional housing.

 

There’s been no new mobile homes built in the U.S. since June 15, 1976, the date construction on the first HUD Code manufactured homes formally began.

But you may not know those facts if you were one of dozens of residents who piled into a Montana town’s meeting room.

According to NBC Montana, most of those residents where there to protest the development of a new 122 site manufactured community.

A hung jury for the Flathead County Planning Board Wednesday night regarding a controversial mobile home [sic] development on West Evergreen Drive,” per NBC Montana.

SICSicutJournalismDefintionSocietyProfessionalJournalismDailyBusinessNewsMHProNews

The 6 person jury was split, 3 voted against and 3 voted for the proposed West Evergreen Estates subdivision.

More than 70 people turned out for the meeting from the surrounding vicinity to give testimony against it and a decision wasn’t reached until past midnight,” per the NBC affiliate.

Residents gave public comment on how the proposed 122-lot mobile home [sic] park could potentially lower their property values, increase crime in the neighborhood and strain their already congested streets and schools,” wrote Larisa Casillas.

Who’s going to pay for the loss in our property? We already have people who have their homes for sale, and the buyers will say, ‘It’s going to depend on whether the mobile home goes through, otherwise we don’t want your property,’” said Virginia Feiker, an Evergreen resident.

It’s really going to be devastating to all of us what ends up happening,” she added.

Anders’ neighbor Chance Jeschke doesn’t think it’s a good idea. “Neighbors would like to see another type of development built on the vacant lot across from them, but they feel a trailer park may lower their property values,said Casillas.

I was raised in a trailer, I don’t have a stigma against it, but I just don’t know if that’s exactly what we need right here,” said Jeschke, who has lived in his current home for 19 years.

The issue will now go before the County Board of Adjustment on May 1.

 

“…Hasn’t done Jack Sh-t…

A twenty-five year award winning veteran of a well known manufactured home industry operation lamented to the Daily Business News that the industry “hasn’t done Jack Sh-t” to deal with the image issue.

Frank Rolfe, before going silent in the wakes or reported “encouragement” from 21st Mortgage Corp., complained that the Manufactured Housing Institute (MHI), the industry’s self-proclaimed post production association routinely failed to deal with the challenge of bad news, and often ignored positive media reports beyond their own advertorials.

I think that [Richard] Dick Jennison [MHI’s President and CEO] wants to control the narrative with media. He’s afraid to talk to the press, because he knows he can’t control the narrative,” a state association executive told MHProNews

 

Why the Feds Must Step In

LATonyKovach-QuestioningNYSAAteam-NewYorkHousingAssociation-MHProNews-com-PhotoCreditMarkSimon-250x167

L. A. “Tony” Kovach, photo by Mark Simon, shows Kovach engaging with SAAs in NY. 

This is the latest sign of a long pattern that costs America an estimated $2 trillion dollars annually in lost productivity,” said published L.A. “Tony” Kovach (see linked YIMBY vs NIMBY, in related reports, linked further below).

Every claim and concern voiced in these videos by locals has a fact-based third-party response that’s been documented on MHLivingNews and MHProNews,” Kovach said. “Call it bigotry or ignorance, but their thinking fits a textbook definition for prejudice. This is why the Feds must step in, just as they did in the 1950s and 1960s on school and racial issues. Access to affordable housing is a right, part of the dream and promise of America.  Which of those residents would want to have their access to ownership denied in a similar fashion?”

 

He pointed out that the homes across the street have roof pitches that looked very much like those found on lower cost, entry-level manufactured homes. The award winning industry professional explained that HUD arguably had the jurisdiction to act in cases like this.

 JackieAndersEvergreenResidentSunshineHomesRedBadAlManufacturedHousingIndustryDailyBusinessNewsMHProNews

But beyond legal force, there ought to be a sustained educational effort. “Understanding that this costs them money not to do it, plus denies honest economic development, there are many reasons to do this kind of project.”

CappaertManufacturedHousingTunica2018ManufacturedHousingIndustryDailyBusinessNewsMHProNews

Homes like those shown would enhance the neighborhood in Evergreen, where a proposed community of 122 sites is being debated.

Manufactured home professionals are routinely honorable people. Manufactured home residents aren’t criminals whose kids are to be shunned in school. Change the story from NIMBY to race, and these people would be labeled bigots,” he said, adding “But this isn’t about name calling. It’s about action. This will cost their tax base if it isn’t advanced.  It will cost people who need or want a manufactured home an opportunity to build equity. Presuming the developer does what so many want, and execute on this project properly, it would raise their property values.” 

Many benefit if it is done properly, and the very ones protesting, plus many others are the losers if it isn’t advanced,” Kovach said.

 

Where is MHI?

When will MHI routinely begin to act to engage on issues like this one?

When will state and local officials realize that it often costs them money, because they have to create subsidized rental housing?

RevDonaldTyeJrBusinessmanManufacturedHousingAdvocateDailyBusinessNewsMHProNews

Tye explained that public housing – an entitlement – often yields addiction. Ownership vs. renting or living in “projects” leads to integrity, a view he likens to those of Dr. Martin Luther King, Jr.

And when will HUD and federal officials enforce the laws and rulings that could create more economic development and opportunities in towns like this from coast-to-coast? ## (News, analysis, and commentary.)

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

Related Reports:

Manufactured Housing “Top Ten Truths”

YIMBY vs. NIMBY, Obama Admin Concept Could Unlock $1.95 Trillion Annually, HUD & MH Impact

Pride and Prejudice: The Truth About Manufactured Home Communities and Crime

To sign up in seconds for our industry leading emailed news updates, click here.

To provide a News Tips and/or Commentary, click the link to the left. Please note if comments are on-or-off the record, thank you.

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

SoheylaKovachManufacturedHomeLivingNewsManufacturedHousingIndustryDailyBusinessNewsMHProNews-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.

“Trailer House Trauma,” Fresh Look at Manufactured Housing’s Opportunities

April 7th, 2018 Comments off
RedmondNewMoonTrailerHouseMobileHomeLucyDesiLongLongTrailerMovieStillTailreHouseTraumaDailyBusinessNewsManufacturedHousingIndustryRedmondNewMoonTrailerHouseMobileHomeLucyDesiLongLongTrailerMovieStillTailreHouseTraumaDailyBusinessNewsManufacturedHousingIndustryMHProNewsMHProNews

A Redmond New Moon mobile home, which today would be part of Champion Homes. Still from the movie, “The Long, Long Trailer.” see clips of the video, below.

Misunderstood.

 

Perhaps no other industry which has a product that boasts 22 million daily users is as misunderstood as the Manufactured Housing Industry in 21st Century America.

DarrenKrolowskiDataCompJLTAssocMHVillageEVPCreditDataComp.

Darren Krolewski, MHV.

At the Tunica Manufactured Housing Show, Darren Krolewski exemplified the problem, when he told attendees that they can ask some adult about a “manufactured home,” and they often have “no clue what that means.”

Krolewski is not alone in that experience.

Part of that misunderstanding can be captured in the irony – the tragedies – illuminated in the routine misuse by media or others of the words, “trailer house,” and “trailer park.”

For millions, those words are synonymous with “trailer trash.” Not many want to be thought of as trailer trash, one of the last acceptable put-downs of the 21st Century. After interviewing many, often on video, it is clearly an emotional trauma for them.

When tens of millions of potential buyers don’t understand the manufactured home product, of course it’s acceptance as a mainstream form of housing is compromised.

There are opportunities that can arise from that understanding. But to tap them, one must take a fresh look, and begin by clearly grasping the cause before the cure can be understood, or applied.

MHVille’s “Trailer House Trauma” is not the only explanation why so relatively few manufactured homes are being sold today, but it is one of them.

 

Lucy and Desi – Flashback to When a Trailer House Was Classy and Cool

If you’ve ever watched the Lucy and Desi comedy movie, “The Long, Long Trailer” then you realize that when you flashback in time to the early 1950s when that film was produced, it was often upscale people who bought a mobile home or ‘trailer house.’

 

 

The reason it was called a ‘trailer’ is because it could be pulled behind many a car, or pickup, as is often demonstrated in the movie.

Note in the chart below how high the sales levels of mobile homes were in the 1950s through the early 1970s?

Image and understanding aren’t everything, but they are a key part of acceptance.

So, “The Long, Long Trailer movie certainly didn’t hurt the sales of mobile homes.

 

Fast Forward to the 1990s.

Now, hop in your De Lorean, and flash-forward from the 1950s to the 1990s.

The manufactured housing industry was hitting its most recent peak. Several problematic challenges were in motion, including poorly underwritten manufactured home chattel loans. 2 decades later, that’s another problem that still haunts the industry with Fannie Mae, Freddie Mac, and Wall Street.

But why?

There was a bigger bloodbath in conventional housing’s varied meltdowns, the most recent and memorable one being the bubble that burst in 2008. Conventional and other lending came back for mainstream homes, why not for manufactured homes?

Part of the reason the Duty to Serve (DTS) Manufactured Housing, rural, and undeserved markets was passed by Congress in 2008 was precisely the “poor paper” image that manufactured home chattel loans unfairly represented. Some independents in the industry realized that they needed Congress to act, to force federally chartered Government Sponsored Enterprise (GSE) lenders to support America’s most unsubsidized form of affordable home ownership.

After all, isn’t it discriminatory to robustly support mainstream housing, and not give equal opportunity for supporting manufactured homes?

But another issue for manufactured housing in the 1990s was the brewing “image issue.”

It was exacerbated when President Bill Clinton’s advisor James Carville, as a red herring on that administration’s simmering sex scandals, quipped “Drag a $100 bill through a trailer park, you never know what you will find.”

“Drag a hundred-dollar bill through a trailer park, you never know what you’ll find,” James Carville, Clinton Strategist

That comment by Carville went viral.

It’s haunted the industry ever since. In hindsight, one might ask, why didn’t the industry respond?

Carville’s calculated comment was a clearly bigoted, prejudicial statement that targeted the millions of Americans living in pre-HUD Code mobile homes and post-code manufactured homes (MH) — and by extension — the industry that serves them.  Not addressing the slander was arguably a mistake.

In the 1990s, the RV Industry – which began to separate from the MH industry during the mobile home (MH) era – launched and sustained since then their “Go RVing” image campaign. The manufactured housing (MH) tested marketing campaigns at times and regions, like ones done in California, or the Pacific Northwest. But those efforts were not sustained. Nor was there ever a coordinated, national MH campaign in the days when the industry’s producers were flush with cash.

So, the RV production chart reflects the fact that towable and motorized recreational vehicles (RVs) outsell manufactured homes today by more than 5 to 1. Yet RVs cost far more per square foot than even the higher priced manufactured homes. RVs are for most a luxury item, with many RVs not necessarily used for full-time living.  To rephrase, the Go RVing campaign has worked.

But that doesn’t imply that the same would work for manufactured housing.  That said, doing nothing is also not acceptable.

RVIARVBusinessManufacturedHousingIndustryDailyBusinessNewsMHProNews

 

RVs are but one reminder than manufactured housing (MH) is nowhere near its potential.

 

 

Me Too?” Cures and Opportunities Begin with Understanding

CallKenCorbin10000ManufacturedHomeRetailerDealerDropDailyBuisnessNewsMHProNews

The above is a collage of some images from Ken Corbin’s presentation at the manufactured housing industry’s 5 State Event in Deadwood, SD. There’s been over 10,000 retailers lost since the 1990s, said Corbin. That’s “the 10,000 drop.” Graphic by Corbin used with permission.

Former Clayton manager and retailer, Ken Corbin told MH professionals in Tunica, “don’t be a me too” seller in the manufactured home industry. To be more successful than others, one must stand out from the crowd.

Ken’s correct on not being a “me too” point — if greater success is the goal — then Ken’s point is true.

But more than that, one must first understand the causes of what’s kept manufactured housing rising since 2009, but still at historically low levels. It’s common sense that the cure comes after a proper diagnosis and treatment. 

This article looks at measurable data points and troubling facts that almost no one in the industry today mentions, much less addresses.

The “Trailer House Trauma” is far from the only challenge, but it is a real one.  Those willing to stand out from the pack are those who are willing to do the research or hire the talent needed to gain a similar understanding that successful investors like Warren Buffett have routinely done.

Give the man his due, Buffett does his home work.  He says he reads 5 to 6 hours a day.

What’s Next?

This is part one of a periodic series on the true state of the manufactured housing industry after the first quarter of 2018.

Some related data points and reports are found linked after the Related Reports header, further below.

TrailerHouseMobileHomeManufacturedHomeFactoryBuiltHousingEvolution101MHProNews-MHLivingNews

Trailers could be pulled by a properly equipped car or pickup truck. Mobile homes became heavier, wider, and long enough to require special equipment and a trained driver. Manufactured housing is routinely far heavier still, wider, and moving them properly takes heavy equipment and a skilled driver.

As a closing note for today, while being “misunderstood” and the “Trailer House Trauma” is a problem, but it’s also an opportunity in disguise for potentially hundreds of industry companies of all sizes.

Manufacturers, retailers, communities, lenders, vendors and other service providers are all able to benefit from the proper localized, targeted marketing and customer engagement approaches.  Those methods must be based upon reality, as opposed to wishful thinking.  They must be sustainable, or else they will fail.

Hundreds of thousands of affordable homes are needed every year in the U.S. What other sector of the multi-trillion-dollar housing industry has so much upside potential?  Can you name any?

“Starting” Dip in Home Sales, New Crisis Says Housing Experts

 

RV and National Association of Realtors (NAR) data are clear indicators that with the proper capital, planning, team, motivation, and execution, manufactured housing industry professionals can turn their own image around on a localized basis.  RV dealers and real estate firms invest in their success.  Half a million RVs in 2017, plus over 5 million resale housing units for the NAR in 2017 are proof that it pays off.

 

CelebratePastToEndTrailerHouseTraumaLongLongTrailerMobileManufacturedHomeIndustryDailyBusinessNewsMHProNews

Sadly, very few understand the connection between understanding the challenges, which can then lead to profitable solutions.  But that too is an opportunity in disguise, for those who reject being another ‘me too,’ and embrace the notion that success requires thoughtful change.

Case studies our consulting operation has done with those who put in the effort and resources have seen solid, positive results. To learn more, note the second related report, linked below. ## (News, analysis, and commentary.)

(Third party images are provided under fair use guidelines)

Related Reports:

“Move, Open, Live” De Rose Industries & Senator Thom Tillis’ Mobile Home Comments

Understand, Plan, and Execute – Monday Morning Sales Meeting

LATonyKovachPresenting%StateConvDeadwoodSDKenCorbinCommentManufacturedHousingIndustryEventDailyBusinessNewsMHProNews

Consulting, Marketing, Video, Recruiting, and Training Resources

ThereAreOnly2WaysToLearnOwnOthersExperiencesLATonyKovachManufacturedHousingIndustryMHProNews

 

By L.A. “Tony” Kovach to the Daily Business News 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. You’ll see in the first issue or two why big, medium and ‘mom-and-pop’ professionals are reading these headline news items by the thousands. These are typically delivered twice weekly to your in box.

“Kevin…the Problem of Your Industry…”

March 31st, 2018 Comments off

FootOnBrakePedalManufacturedHousingIndustryDailyBusinessNewsMHProNews

In the video interview with Kevin Clayton, the son of Jim Clayton says what Warren Buffett, Chairman of Berkshire Hathaway says is what’s wrong with the manufactured home industry.

 

Per Clayton, Buffett says it’s resale.

Kevin, it seems to me that the problem of your industry is resale.” – Warren Buffett said to Kevin Clayton, per Clayton’s video interview.

That may seem simple. But it is profound.

In the same video interview posted below, Clayton says that he can see the day when their company’s manufactured homes may also be sold via the Berkshire Hathaway real estate arm.

Another source tells the Daily Business News that Kevin – speaking at an Illinois state association event – said, Resale is the key. As Warren Buffett says ‘the MH industry is not going to grow until we expand the market by improving resale’s” – said Joanne Stevens, whose community brokerage operation is also part of Berkshire Hathaway.

Speaking of real estate, in Buffett’s recent annual letter, he says they now have 3 percent of the real estate agents in the country. ‘Just 97 percent to go,’ Buffett said.

The above begs a question.  Realtors weren’t necessary for the industry to hit is previous highs.  So why are the necessary now?

But setting that question aside for now, with respect to the broader housing market, resale and realtors are important topics. Buffett and Clayton are correct in saying its an issue, as what follows will reveal.

 

Realtors and Manufactured Housing

Among the consulting projects this writer has done in manufactured housing over the years is to successfully get real estate agents to engage with manufactured homes being sold in land-lease communities.

The following observation is neither a defense, nor a hit, on the Government Sponsored Enterprises (GSEs) of Fannie Mae and Freddie Mac, and their toe-in-the-water approach to manufactured home lending – especially home only, chattel lending.

If more:

  • realtors were engaged in resale’s of manufactured homes in communities,
  • if the exit strategy for manufactured housing on leased or owned land were easier,
  • it would logically be a game changer for the industry.

Why?  Because it would be a game-changer for lenders, as it could cut hold time and losses on homes that repossess or foreclose.

It would also be appealing for manufactured home owners too, because they would know that they’ve got an obvious exit strategy when the time comes to sell their personal home.

Buffett and Clayton are logically correct.

 

Realtors and Resales of Manufactured Homes

Don’t misread. There are already real estate pros listing and selling manufactured homes.  There are realtors who sell new as well as pre-owned, “existing” manufactured homes.

But a little like the GSEs, for most real estate agents, that engagement is at toe-in-the-water level.

Law Allows Real Estate Personnel to Sell Homes in Your Manufactured Home Community

 

The End of the First Quarter of 2018 in Manufactured Housing

As the first quarter of manufactured housing in 2018 is about to hit the history books, what the past tells us is that the industry’s still at levels far below historic norms.  The chart below is an example.

ManufacturedHomeShipmentTrendsPercentageNewHomeStartsSkylineChampionPowerPointMastheadBlogDailyBusinessNewsMHProNews

 

A combination of factors causes those relatively low levels of new HUD Code manufactured home sales.  HUD and third party data reveal that quality isn’t an issue, so what is?

Federal Data Spotlights Manufactured Home Industry Quality, Regulatory Questions

Among them is a scarcity of independent retailers.

Who says?  Producers of HUD Code manufactured homes, all of whom – including those who are members in the Manufactured Housing Institute (MHI) and the Manufactured Housing Association for Regulatory Reform (MHARR) that were asked about this – confirmed that a lack of independent retailers is as an issue.

As was previously noted in the Daily Business News, some are attempting to address the problem by ‘giving vertical.’ Others told MHProNews that they are considering going vertical. A few have made strong commitments to their independent retailers, and said they would never go into competition with their dealer base.

Beyond the lack of intendent retailers, what else holds the industry back?  Stop and consider these bullets.

  • Berkshire could bridge the gap between real estate (RE) agents and manufactured housing with ease. Why hasn’t that RE agent switch – which Kevin imagined coming in 2011 – been more broadly turned on?

 

  • Berkshire has its own array of newsmaper/media outlets. Why don’t their media outlets do a steady stream of fact-based articles on the wonders of modern manufactured homes?

 

  • Several other challenges facing the industry could readily be addressed by a snap of a finger in Omaha.

 

  • Why haven’t those industry growth steps already occurred? What could be the logical motivation for Berkshire Hathaway keeping a foot on the break peddle of the industry’s growth?  Isn’t that counter-intuitive?

 KevinItSeemsToMeThatTheProblemOfYourIndustryisResaleWarrenBuffettToKevinClaytonHomesManufacturedHousingIndustryDailyBuisnessNewsMHProNews

 

The Answer to those BH Questions…?

Are the same reasons Buffett’s Berkshire brands not boosting manufactured housing, as the bullets above suggest they could be, similar to why Buffett supported POTUS Obama, and then Secretary Hillary Clinton for president?

Both Clinton and Obama opposed changes to Dodd-Frank.  Those changes in CFPB regulations, that Tim Williams, President and CEO of Berkshire Hathaway owned 21st Mortgage said he wanted those regulations modified by MHI’s multi-year – and still unsuccessful – pursuit the Preserving Access to Manufactured Housing Act.

Given the sheer size of Berkshire Hathaway, if one imagines a foot on a brake pedal, artificially slowing the growth of the industry, whose foot’s on that brake? And why?

Is it because the greater percentage of the industry will fall into Berkshire’s hands?  Buffett has said that he loves a bargain.  Buffett has also said that he tells his managers to fight competitors, including by expanding their “moat.”

In that context, isn’t it worth noting that MHI President Richard ‘Dick’ Jennison touted on video his desire for slow growth for manufactured housing? Who did that slow growth serve?

HUD Secreatary Carson was so enthusiastic about manufactured housing’s “Amazing” progress and quality, that he is almost gushing about it in the video posted below.


The professionals working for the GSEs this writer has privately spoken with are impressed with the quality and value of today’s manufactured homes.

When professionals from outside of our industry are properly exposed to manufactured homes, they are routinely blown away by the value.  At a recent trade show, a senior vice president for an international operation told MHProNews that he was shocked that manufactured housing sales levels were so low, given their quality and value.


What did the Urban Institute miss?

Is it what was went undisclosed in their report on manufactured homes?

If you have a long Easter weekend, this may be a good chance to catch up on the study of your own industry. “Warren” – says Kevin Clayton – has studied manufactured housing.

Perhaps it’s time for more industry pros to do the same?  See the linked resources and reports, including the Warren Buffett and Kevin Clayton videos, found below. “We Provide, You Decide.” © (News, analysis, and commentary.)

Related Reports – some with videos – to the above.

DUTYtoServePaulBarrettoFannieMaeManufacturedHousingIndustryDailyBusinessNewsMHProNews550

http://www.mhpronews.com/blogs/daily-business-news/fannie-maes-paul-barretto-news-making-remarks-in-tunica/

Duty To Serve, “Complete Waste of Time” per Tim Williams, CEO/21st Mortgage; POTUS Trump, Warren Buffett Insight$

Killing Off 100s of Independent Manufactured Home Retailers, Production Companies – Tim Williams/21st Mortgage “Smoking Gun” Document 2

NAR’s Yun – No Quick Fixes Spell$ Manufactured Housing Opportunitie$

Documented Results from Manufactured Housing Industry Leadership

Progressive “Nation” Reports on Monopolies Cites Buffett, Clayton, Others – MH Industry Impact?

(Third party images, cites are provided under fair use guidelines.)

ThereAreOnly2WaysToLearnOwnOthersExperiencesLATonyKovachManufacturedHousingIndustryMHProNews-575x235By L. A. “Tony” Kovach,
award-winning consulting, publisher, web, video, recruiting, sales training, business development service provider.

MHLivingNews.com | MHProNews.com | Office 863-213-4090 |

Connect on LinkedIn:
http://www.linkedin.com/in/latonykovach

FactoryBuiltCarsClothingAppliancesElectronicsCellsSmartPhonesHomesItJustFollowsLATonyKovachC2017MHproNews

“Scientia Potentia Est” Monday Morning Sales Meeting

February 12th, 2018 Comments off

ScientiaPotentiaEstKnowledgeIsPowerKnowledgeisPotentialPowerMondayMorningSalesMeeting

Scientia potentia est,” is a maxim from Latin translated as ‘knowledge is power,’ or ‘knowledge is potential power.’ In the 7 Habits of Highly Successful People, one of those 7 habits is ‘seek first to understand, then to be understood.’

 

Understanding and knowledge, these are widely understood as critical for professional success.

Knowledge knows no political or other bias. I’m as happy to learn from someone who thinks differently than one who believed every single thing the same as I do. Facts matter. Your biggest competitor or enemy may know something you need to know.

That said, truths are also eternal. Some claim ethics can change; that’s nonsense. People may ignore or keep ethical principles, but truths such as honesty, integrity, keeping one’s word, etc. – those are timeless and necessary in a sustainable business.

That said, several weeks ago, we had a post where rivals POTUS Donald Trump and Warren Buffett agreed on a principle. What is their success tip?  It pays to know all that you can about your profession, or a subject that impacts your career or business.  The two are opposing forces in politics today, but they agree on that point. Interesting, isn’t it?

If manufactured or modular housing is your career, it pays to know all that you can about it.  That kind of knowledge does evolve, but ethical professional principles are still eternal.

ItsUnbelievableHowMuchYouDontKnowAboutGameYouveBeenPlayingAllYourLifeMickeyMantleBaseballHallFameMastheadManufacturedHousingIndustryCommentaryMHProNews

What hall of famer Mickey Mantle said about baseball applies to manufactured housing too.

But if you did one thing that would transform your profession and success, what would it be? More knowledge. Scientia potentia est.An ever deeper understanding.  The willingness to learn, and keep on learning about your career and industry.

If you added to that another success principle, what would that be? In a word? Discipline.

It takes a balance of motivation, confidence, and humility to be sustainably successful. Knowledge with discipline are part of that process.

If you aren’t today where you want to be, guess what? Others before and after you have been at the same age and success (or lack thereof), and later turned their career or business around. For example, Colonel Sanders and Ray Kroc weren’t spring chickens when they found their niche.  But Kentucky Fried Chicken and McDonald’s are global brands today.

Kroc stumbled upon McDonald’s. He was open-minded enough, disciplined enough, to learn and do something similar, yet new to what he was doing before.

LATonyKovachPresenting%StateConvDeadwoodSDKenCorbinCommentManufacturedHousingIndustryEventDailyBusinessNewsMHProNews

 

Understanding the Manufactured Housing Industry Today

When I was younger I stumbled across the manufactured home industry. It wasn’t on my radar.  My then-new career began in the retail side of the business, but evolved over time.

But all that went before my new career in manufactured housing proved useful.  Time in as an award winner in the restaurant business, time as an award winning insurance agent, etc.

The manufactured home retailer I first worked for had nada as a training program. Zilch. Here are the keys, there’s the inventory price sheet, here are the credit aps, a receipt book for deposits, and your purchase agreement. Here are the keys to the houses. Maybe 3 minutes. “We take ups in a strict rotation,” and  “Go get ‘em tiger.”

So, I read and listened to all that I could about selling, especially big ticket sales.  I observed what others did, discerning what worked well, or avoided what went badly. When I discovered the MH Merchandiser Magazine, I read it and read it some more. All that I learned, day by day, was applied to manufactured housing.

 

“It’s the Man…”

My personal study, motivation, and grit set me apart from others hired at the same time. I sold quite a lot – writing up my very first prospect – and kept at it.  I was promoted quickly into a lot managers roll. That lot I was assigned to started to roll after my arrival there. The location was the same (no difference before or after my arrival), the inventory had the same brands and kinds of homes, no different inventory after I arrived than before. As a later mentor once explained to me, “It’s the Man, not the Land.”

Once you learn how to do X, then you look anew, and say, ‘how can that be refined until we achieve X plus 1, 3, 5, 10, etc…’

I left that first employer’s firm for another and then another. That third company taught me a few valuable lessons, which in hindsight seemed simple, but at the time, were pure gold.  Example, got a lot full of prospects?  Find the ones that “are ready, willing. and able to buy.

After a few years of managing for others, I was ready for my own business. It wasn’t a one-man band, others were involved. Because success is routinely a matter of team work, I like to use the expression “we” to describe that reality.

We opened at a terrible economic time, but we reasoned that good times or bad, people need affordable homes. So after a few weeks of initial struggles, prayer and persistence paid off.  3 cash buyers in one week, on top of the comparatively slower processing time on financed deals written, made the difference. Once the corner was turned, we never looked back, other than to give thanks.

When we’d recruit sales people, we looked for souls with no manufactured home background. Some had never worked outside of the home. We trained them in a simple yet profound system. In days, we could take a newcomer, and have a newbie selling as many homes in a month as some rival sales centers did with a team of seasoned sales veterans.  Ethics and principles, discipline and motivation all mattered. “Scientia potentia est.

While the system we developed adapted with technology, the basics are still the same. Others outside of the MH industry use a similar system. But other than those we’ve taught via our current consulting, recruiting, training and business development services, to this day, we not met anyone in MH doing something quite the same as what we do.

Simple yet robust. Happy customers, happy staff.  It works.

I’ve used that system in MH Communities and in MH Retail at locations we coached from border to border. It works.

But it all started with research, and study. “Scientia potentia est.

ProperPlanningUnderstandingMotivationDisciplineTimeTalentTreasureExecutionPreventsPoorPerformanceLATonyKovachManufacturedHomeMarketingSalesManagement

Your Turn?

Now, it’s your turn.

You can’t sustainably thrive in this industry without the qualities mentioned above of study, ethics, and discipline. Don’t get me wrong. I’ve been near locations over the years where con types sold a bunch of homes by ‘jigging’ deals, and lying through their teeth to customers.

For example, I recall a developer in Texas who sold a bunch of homes like that (i.e: unethically), using FHA loans. All the talk in Texas at the time was how those guys were making a bunch of money. Only one problem. In time, he and others ended up getting charged with violations of federal law, and where sentenced – 5 to 10 in a federal pen.

Was it worth it, what they did, and how it ended up?

Clearly, not.

You don’t have to lie, cheat, or mislead people to sell a lot of homes. Quite the opposite is true.  You want honesty, that attracts good, well qualified buyers, who will send their friends.

I’ve toured offices were people had bibles on their desks – when that bible meant something to them. But in other offices I’ve visited, where a bible was a mere prop as part of their con. The same could be said about those who wear a cross, etc.

There are some who never wear or have any obvious outward sign of faith or morals, but who were so clear moved by their faith to do what’s right, that a neon sign could not have made it any more clear.  It wasn’t words, it was their deeds that were powerfully inescapable.

That sales center I owned never had a single retail customer’s attorney call, much less a law suit.  We did what we said we’d do, and documented everything promised.  We became #76 in the nation, the top 1./2 of 1 percent, per third parties, only 3 years after it was opened. At the time there were 10,000 retailers in the country. We were based in a fairly small town of 4,500 souls, about an hour’s drive into the biggest city. There were some big names in the industry that came to say they wanted to back an expansion of our operation into other states and locations. Lenders told us our repo rate was lower than competitors (I didn’t know until that lender said that to me, that lenders tracked a retailers or communities repossessions rates).

That retail center (dealership, in those days) was profitably sold instead of expanding as others wanted me to do. I moved onto consulting, spent some time doing RVs and trade shows, but always circled back to manufactured housing. We’d contract out management to a location, hands-on, not just coaching. There were boat loads learned from each of those other experiences.

At my retail center, we hit 30 sales one summer month, at a time when 80 percent of the other retailers in the same state folded up. “Its the man, and the plan, not the land.” We did even better with some of our better equipped clients. Later, as noted above, I worked with land lease manufactured home communities, long before others saw that pattern about to rise.

Each – retail center or communities – can have their own benefits.

standing-room-only-2014-louisville-manufactured-housing-show-seminar-room-masthead-blog-mhpronews-com-

Standing Room Only presentations by L. A. “Tony” Kovach.

The overarching point of the above is that reading, learning, experience, ethics, were all foundational.

You can’t possibly achieve your potential in this industry without devoting a heavy dose of reading and the right kind of viewing.

Professional coaching helps, because it gives you new eyes that can quickly spot what is working well, and objectively sees what needs improvement. We all need doctors, attorneys, tax advisers, etc. Consultants are just as useful, if not more so, because the right consultant can grow your bottom line with more happy customers. Our success to failure rate is extraordinary, so the ROI is good. By the way, the success rate we’ve learned is predicated on a simple principle.  Will you and your team listen, learn, and apply what your taught?  Our MH system simply works, every time it is used. Period.

We disagree with Mr. Buffett and his political or some of business methods, as many of our readers know. But he’s 100 percent correct on the value of reading, research, and study. That’s priceless. “Scientia potentia est.

Buffett’s also correct that knowledge is how you reduce risks.

 

Success in MHVille Today…

Louisville-2014-manufactured-home-show-seminars-standing-room-only-204x129

Standing room only presentations by L. A. ‘Tony’ Kovach.

You can’t possibly navigate the manufactured home industry today without understanding how it really ticks. I’ve spoken personally with those who’ve experienced the kinds of tactics we’ve reported on in articles like the second one linked below.

Invest one day, not an hour, a day, in reading not just the original posts linked below, but each of the links from the post. Watch that Kevin Clayton video interview first, then do the reading.  Once you finish the reading, watch that Kevin Clayton video again. Do this on an evening, a weekend, or other day off. You must be focused, so you don’t want to be distracted.

Warren Buffett is right about this too.  Most won’t invest the time.  That means that those who do, benefit, while others miss out.

You can’t achieve your potential, even in the best of systems, when you don’t fully understand your industry. Read the first article and the linked state association letter.  It may not seem to have anything to do with sales, but it has everything to do with understanding how the industry works today.

 

State Associations, Companies Quit Membership in Manufactured Housing Institute, (MHI), One Explains in Writing, ‘Why?’

 

Then read the following post, and please do so in the following fashion.

 

Was the Urban Institute Misled, Duped, or Part of a Manufactured Housing Industry Scam?

 

  • Watch the Kevin Clayton video, and take notes.
  • Then read the related articles, and take notes.
  • Then watch that Clayton video, one more time, taking more notes.
  • Then, re-read the letter from that association that quit MHI.

Do those things, take a fresh look at the industry around you.  Odds are really good that your understanding of manufactured housing will likely change forever.

Do that, and your ability to profit and obtain sustainable success with ethics held high in this industry will likely change forever too.

Scentia Potentia Est. Knowledge is potential power. The potential once tapped, with discipline and ethics simply works. ## (Marketing, sales, management, coaching, consulting, training, tips.)

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

ThereAreOnly2WaysToLearnOwnOthersExperiencesLATonyKovachManufacturedHousingIndustryMHProNews-575x235By L. A. “Tony” Kovach, award-winning consulting, publisher, web, video, recruiting, sales training, business development service provider.

MHLivingNews.com MHProNews.com | Office 863-213-4090 |

Connect on LinkedIn:
http://www.linkedin.com/in/latonykovach 

What’s Your Manufactured Housing Narrative? Monday Morning Sales Meeting

February 5th, 2018 Comments off

 NarrativeMondayMorningMHSalesMeetingPositivePsyhcologyDailyBusinessNewsMHProNews

Comparisons and analogies are useful methods of sharing ideas.

 

God rest Grayson Schwepfinger’s soul; while he and I did some things similarly, others were quite different.

Schwep” believed in telling “the company story” using a “pitch book,” a presentation book. In his method, that was to be done in the sales professionals office, prior to showing the first home.

Think of the “company story” as a part of Schwep’s sales narrative.

Then, think about how your location(s), as well as the manufactured home industry” – as requiring their own narrative.  NOT from a presentation book sitting in a sales office with customers that are getting antsy.  That’s another topic, for another time.

But the need for a narrative in modern society is a prudent step for a marketer, and for the sales pro too.

 

The Importance of Narratives, Examples 

Before MHI glommed onto our ‘story telling’ phrase for their 4 member-company promoting videos, we were already telling the industry’s story for years to consumers and those researching the manufactured housing industry on MHLivingNews and MHProNews.

But who did what, when, and how aside, narratives are a vital to understand. They are a key part of communications strategies in society today. Some spending hundreds of thousands of dollars to create the right narrative.

A non-industry analogy – example – that will make the point clear is politics. To over-simplify, there are competing political narratives – talking points – out there about an alleged ‘collusion between Russia and the Trump campaign.’

The political left and their anti-Trump allies have for over a year pounded away at their narrative. They are repeating it over and over again.  Several voices are saying much the same thing, establishing an ‘echo chamber.’

Yet, in a city (Washington, DC) that leaks like a sieve, there is no smoking gun evidence that has leaked out about any “collusion?”

Beyond a given narrative, are realities.

If the POTUS Trump opposition – which includes Democrats, but also others – even if all that they said about collusion with Russia were true, it’s not a crime. Who says? Democratic supporter, and famed Harvard Law professor, Alan Dershowitz has explained that time and again. The allegations may be made to sound bad, says Dershowitz, but collusion isn’t illegal, as the Daily Business News first reported about a year ago.

The charges filed to date in the case are not directly related to the collusion allegations. CNN has a producer on video admitting its a nothing burger to hype ratings and ad revenues. Ouch. The anti-Trump collusion narrative falls apart when examined by the facts.

But repeating the false narratives over-and-over has millions believing something that has no factual basis, no evidence, no crime.

The point of the example is that a narrative can be created that is contrary to reality, and contrary to facts.

Just repeating a narrative often enough, and millions of our fellow Americans will believe it to be so.

It’s a powerful lesson in narratives, which we will next tie into the marketing and sale of homes in the manufactured home industry, below.

The takeaway of the above for MH? There are several, but for today, we will focus on only one.

The MH Industry Narrative, & Your Narrative

There is an “echo chamber” effect that can take place with a false narrative, when others repeat the same talking points.  Because something is commonly held, it is believed to be true.

lemonade_by_jaimeanneDailyBusinessNewsMHProNews

“When Life hands you Lemons, make Lemonade” photo courtesy of jaimeanne

Why does manufactured housing (MH) fail to meet its potential? It’s a question raised at the heart of the recent Urban Institute (UI) research.  The question is valid.  While there are numerous reasons, a key one that they glossed over is that much of the mainstream media – for whatever reasons you want to consider – repeats the same mistakes about manufactured housing, over-and-over.  The result?  A false narrative about manufactured homes has been created that is believed by millions of Americans.

That false narrative is tough.  But to a savvy marketer, and sales manager, it can be like taking lemons and making lemonade. But that can occur if you have the proper understanding of how false narratives work, and then create a strategy that establishes your own, positive, fact-based marketing narrative.

FYI – we strongly believe that a narrative ought to be based solely upon the truth.

 

What You Can Do 

You must first educate yourself and your team. Education is at the core of what the industry ought to be doing, at the store or community level.

Facts – the truth properly told – ought to be at the heart of all that you do, at each of your locations. That becomes the foundation for your narrative.

There is no need to exaggerate. Quite the opposite. The truth about our industry and homes is so powerful, understatement at times may be useful.

Educate you and your team.

Then, frame a narrative for your local market(s).

Your job isn’t to change the world. Your job is focused in YOUR market.

All manufactured home marketing ideally should be local, and all sales are local.

What your job is to grab the thinking and attract enough well qualified people every month to fill your sales pipeline to capacity.

Do a great job for every customer. Set realistic expectations for each and every one, every single time.

Narratives are in part a discipline, a habit.  So, while Schewp’s way was vastly different than our methods, there are some similar principles.

The right marketing and sales narratives, disciplines, and related systems will do the following for you.  See the KYPs, linked below.

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

They will create customers so happy, that they will become evangelist for your company and for the industry.

Customer satisfaction. It’s a beautiful thing.

The correct narrative strategy will help get you there.

Need help? Give me a call. Tell us your budgets. We can show you how the correct narrative will be jet fuel for long term sustainable success. ## (Sales and marketing tips, and commentaries.)

All third party images are shown under fair use guidelines.

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

Kovach is the award-winning managing-member of LifeStyle Factory Homes, LLC,
parent to MHProNews, and MHLivingNews.com.
Both are #1 in their categories.

Kovach is one of the most endorsed and recommended MH industry professionals in all of manufactured housing.

 

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

January 30th, 2018 Comments off

GregSchoorNWSLinkedinManufacturedHousingIndustryTornadoSafetyDeathDataStatisticsReportsDailyBusinessNewsMHProNews550x400

 

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

LATonyKovachMHProNews-com-

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.

ConfidentialNewsTipsOKTipsIreportMHNews@MHMSM-comGraphic

We give credit if desired, or keep you anonymous. 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.

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

Sign Up Today! Click here to sign up in 5 seconds for our factory-built home industry-leading and growing emailed headline news updates. You’ll see in the first issue or two why big, medium and ‘mom-and-pop’ professionals are reading them by the thousands.  These are typically delivered twice weekly to your in box.

(Image credits are as shown above, and when provided by third parties, are shared under fair use guidelines.)

SoheylaKovachManufacturedHomeLivingNewsManufacturedHousingIndustryDailyBusinessNewsMHProNews-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.

Follow us on Twitter:
ManufacturedHomes
@mhmsmcom

Manufactured Housing Industry Headline News 1.21.2018 to 1.28.2018 Sunday Morning Weekly Review

January 28th, 2018 Comments off

ManufacturedHousingIndustryHeadlineNews1212018to1282018DailyBusinessNewsMHProNewsw

 

January has been one hopping month for news.

The past few days have brought there share of headlines and topics that are significant for the manufactured housing industry, and for all other kinds of factory builders too.

 

We expect two new stories to break this week.

The first will be about a focus group connected to manufactured housing, set in the context of the broader affordable housing crisis.

The next is an exclusive story about tornadoes and manufactured homes.  It could shake up the discussion for the industry in a variety of ways.  There are other developments we are tracking that we can’t yet mention at this time…

Our popular and ever-growing list of thousands of readers of emailed headline news updates will carry those and all other new stories we spotlight, analyze and publish.  If you and your team are not yet on that read=hot list, you can sign up at this à link here in seconds.  Third party MailChimp stats tell us our engagement is through the roof compared to all others in media and publishing.

Also, as we look ahead to the final days of January, and the first days of February, there’s a rumor floating about that the MHI initiative, and how questions may arise at their upcoming winter meeting. As regular Daily Business News readers recall, Richard “Dick” Jennison cancelledat the last minute” on his own presentation at Louisville.

It seems unlikely Jennison and Drucker will cancel at their own event.

Stay tuned…

 

There’s more talk floating out of D.C. and elsewhere in MHVille, but now, let’s look at the headline news, in review…

What’s New on MHLivingNews.com

U.S. Association, Plus Canadian-Owned U.S. based MH Lender Release Video, Facts on Modern Manufactured Homes and MH Homebuyers

U.S. Association, Plus Canadian-Owned U.S. based MH Lender Release Video, Facts on Modern Manufactured Homes and MH Homebuyers

 

What’s New on the Masthead

Facts Matter – Mr. Obama’s “Alternative Universe,” Trump Admin, Investors & Politicized Manufactured Housing Data

Facts Matter – Mr. Obama’s “Alternative Universe,” Trump Admin, Investors & Politicized Manufactured Housing Data

 

Latest from MHARR

 

The Latest on the Daily Business News

Saturday 1.27.2018

Apple, Amazon, Alphabet (Google), What Role Will Trillionaire Firms Play in Factory Built Housing?

 

Friday 1.26.2018

Skyline – Insider Trade$, Institutional Owner Move$ – Plus Manufactured Housing Market Update$

Two Great Laws Already on the Books NOW,  Can Unlock Billion$ Annually for Manufactured Housing Industry Businesse$, Investor$

 

Thursday 1.25.2018

Skyline Corp, Champion Homebuilders Conference Call Presentation Facts, Figures, Forward-Looking Statements, Planned Merger Detail$

ECN Triad Financial Services – Fascinating Facts, Manufactured Home Industry Professionals, Investors

 

Wednesday 1.24.2018

Home Sales slide in December, But Rose Overall in 2017, Import for Manufactured Housing

MurderInMobilesDeadlyDisputeDailyBusinessNewsMHProNews

 

Tuesday 1.23.2018

Busted! “Failure Bonus” Paid-Richard “Dick” Jennison, CEO Manufactured Housing Institute-per MHI Document$

Warren Buffett’s Political Payoff$, THIPS, and Manufactured Housing

 

Monday 1.22.2018

Facts Matter! Improving Your Manufactured Home Location(s) Conversion Ratios, Monday Morning Sales Meeting

HowGoldRulesTimWilliams21stMortgageMHProNewsLogoStateExecsConferenceCallDailyBusinessNews

 

Sunday 1.21.2018

Manufactured Housing Industry Headline News Sunday Morning Weekly Review 1.14.2018 to 1.21.2018

We Provide, You Decide.” © ## (News, analysis, and commentary.)

(Image credits are as shown above, and when provided by third parties, are shared under fair use guidelines.)

SoheylaKovachManufacturedHomeLivingNewsManufacturedHousingIndustryDailyBusinessNewsMHProNews-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.

Facts Matter! Improving Your Manufactured Home Location(s) Conversion Ratios, Monday Morning Sales Meeting

January 22nd, 2018 Comments off

UnderstandingConversionRatiosImprovingBottomLineResults

Facts Matter. 

Reality is what is, not what we wish or hope it to be. 

Every successful business uses numbers to measure their success, such as profit and loss statements.  These are black and white issues, not a matter of subjective opinion.  A few quotes and four bullets from ‘the man’ may help.

1)    “All professional success comes down to learning and applying systematic behaviors that result routinely result in a positive outcome.” – L. A. “Tony” Kovach.

2)    “Once you learn what works, you keep doing it, while you refine those processes for ever greater effectiveness.” – L. A. “Tony” Kovach.

3)    Part of what the quotes above imply is that records must be kept, and results must be measured.

4)    In marketing and sales, results are measured by “call ins,” “arrivals,” “conversions,” and “closed business with happy customers.”  You can’t manage what you don’t measure.  You can’t improve, what you don’t measure and determine how to improve it.

MHVillage makes their statistics available, which is useful for an example of this lesson.  They’re the biggest at what they do, so this should not be construed as a slam.  Rather, it’s a look at the cold, hard facts that they themselves have produced, and what those facts might mean or imply.

And what they imply are low conversion numbers.

MHVillageStatistics10.4.2017DailyBusinessNewsMHProNews

The industry needs to wake up to reality.  It’s not the total numbers of visits, its how many of those visitors end up buying.  

Millions” of visits occur a year, says MHVillage.  But only several thousand actual sales take place from those visits.  Doesn’t that clearly indicates a disconnect between an interest by shoppers, and closed deals?

We’ve spoken with retailers who unlock homes, and let people wander.  For those that keep a head count, they routinely report very minimal sales results; for example, one retailer self-reported that 1 out of 70 walk-ins is sold.

ThereAreOnly2WaysToLearnOwnOthersExperiencesLATonyKovachManufacturedHousingIndustryMHProNews

Consider these facts.  Something like 80 percent (+/-) of shoppers have checked your location out online before walking in the door.  If you use the National Association of Realtors ™ (NAR) data, its closer to 94 percent have visited your website, and/or have done other on-line research, before they call you or come in.

The fact that they walk in means they are ‘half way sold.’  So using the example above, if only 1 out of 70 bought, that means something didn’t happen for 69 of those guests that the customer was expecting.  How many millions of dollars in lost sales volume did that cost that MH retailer?

#5 If you can’t write up at a minimum, at least 1 out of every 4 or 5 such arrivals, isn’t something wrong?

We teach our own proprietary sales systems, so we won’t dive into that today.  If you have a sales system that is doing #1 to #4 above and giving you solid results, that are routinely improving, then stick with it.  If not, then give us a call to discuss how that could be improved.

Our research and experience suggests that many MH retailers and MH Communities could increase their sales by up to 850 percent in the markets they are in.  It’s a process, it won’t happen overnight, but for those who understand and commit to the process, the results are impressive.

Our system isn’t high pressure, it’s all about attraction.  The guest wants to do business with you with our system, you’ll invite them to do so.  So you get a nice steady stream of referrals too, so long as you service the customer well.

What we will do today is share a video with a client who self-reports that their sales grew over 400 percent as a result of using the very basic parts of our system.

We have more advanced methods than what they are currently using.  But they’re doing so well with their current results, and getting product from the factory has restricted them to their currently high levels.  So, they are just fine where they currently are, based upon all those factors.

Anyone can take out a smart phone, and turn on the video function, and do an ‘interview.’  But not everyone gets to have a third-party media outlet come and do that interview for them.

Client results and third-party research indicates the impact of our approaches are tremendous.  This is something no one else we know of in MHVille is doing as we do it.  Even if they started today, we have the advantage of years of content that validates the visitors’ impressions and those interviewees experiences.

When you’re ready to invest in your own business to take your results to the next level, click here to give us a call or send a message. We’ll show you where you can maximize what you are doing now, and work with you to improve whatever is needed so that your systems become more productive and profitable. ## (Industry results, marketing, sales, tips, analysis, and commentary.)

Websites | Videos | Training | Recruiting | Marketing B2B, B2C | Consulting.

(Image credits are as shown above, and when provided by third parties, are shared under fair use guidelines.)

SoheylaKovachManufacturedHomeLivingNewsManufacturedHousingIndustryDailyBusinessNewsMHProNews-Submitted by Soheyla Kovach to the Daily Business News for MHProNews.com.