Posts Tagged ‘manufactured home marketing sales management’

Manufactured/Modular Home Retailer Grabs Positive Local Media Coverage

September 24th, 2016 Comments off

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

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

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


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

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


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

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

Making the Experience & Reality Match the Message


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

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


Tom Fath, New Durham Estates.

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


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

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

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


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

Projecting Manufacturd Home Postives, While Reframing Negative Sterotypes

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

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

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

(Image credits are as shown above.)


RC WIlliams, for Daily Business News, MHProNews.

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




NAR quarterly lobbying blows away manufactured housing lobby funding

November 29th, 2011 Comments off

Capitol_dome US_Jan_2006 credit wikimedia commonsMSN reports that the National Association of Realtors (NAR) spent 6.1 million dollars in the 3’d quarter of 2011 in federal lobbying efforts.  This is down from 7.1 million spent in the 2nd quarter, but up from the 4.5 million spent by the group in the 3’d quarter of 2010.  NAR lobbied in Washington on a wide range of issues, including health insurance, regulation of Fannie Mae and Freddie Mac, flood insurance, access to wireless networks, patent reform, data privacy and security, the inclusion of energy costs in mortgage underwriting, limiting homeowner and investor foreclosure losses, protection of the mortgage interest deduction and increasing lending caps on credit unions.  NAR successfully helped House and Senate negotiators reach a bi-partisan deal that would allow the Federal Housing Administration (FHA) to insure mortgages worth up to $729,750 in the most expensive regions of the country for the next two years.
(Editor’s note: A single quarter of lobbying funds used by the NAR dwarfs all of the lobbying done by every segment of the factory built housing industry in Washington, DC, a point recently stressed to MHProNews by a top factory built housing association leader).

(Graphic credit: NAR)

Modulars used in new affordable housing project

November 29th, 2011 Comments off

city of myrtle beach South Carolina logoSunTimes reports that Myrtle Beach, South Carolina (SC) will soon be providing 3 new modular homes in an affordable housing project made using federal funds for neighborhood stabilization. Each house is about 1,100 square feet and each has a front porch that adds about 150 square feet.  The homes feature some “extra touches” such as 9-foot ceilings and crown molding that “make them nicer,” said Myrtle Beach Housing Coordinator Edna Wright. “We’re all so excited about this,” Wright said. A fourth building on the property – which used to be a classroom attached to Friendship House – is being considered for rehabilitation into a house, although Wright said she and others would prefer to see it removed and replaced by a brand-new modular similar the other three new homes now in process. The $433,000 project has been run by the city using money from the federal Department of Housing and Urban Development. The houses are appraised at $85,000. Buyers will have to meet low-income standards, so there will be programs to help them qualify, such as down-payment assistance, through the Housing Authority. The homes should be completed next week so the City Council can tour them on Dec. 13. An public open house will take place from 3 to 4:30 p.m. Dec. 18.  Some potential applicants have already expressed interest in purchasing one of the homes.

(Image credit: City of Myrtle Beach logo)

Lexington man Sentenced in Federal Fraud case

November 29th, 2011 Comments off

Department of Justice  logoMHProNews has learned that 32 year old Robert C. Sasser of Lexington, South Carolina was sentenced in federal court on November 28th for wire fraud. In a case handled by U.S. Attorney Winston D. Holliday, Jr., United States District Judge Margaret B. Seymour sentenced Sasser to three years’ imprisonment and ordered payment of approximately $1.6 million in restitution to Wells Fargo Bank.  A Federal Bureau of Investigation (FBI) press release stated that a change of plea hearing established Sasser was a realtor and mortgage broker doing business in West Columbia.  Sasser was involved in eight real estate transactions involving “modular homes” from the Aiken Housing Center (AHC) and a private residence. Wachovia Mortgage Corporation (WMC) financed the eight mortgage loans for approximately $2.5 million. All the loans were collateralized by what was cited as modular homes that were deemed significantly overvalued. Loan documents demonstrated multiple misrepresentations that made the loans fraudulent, including grossly misstated income and asset information, forged signatures, and improper down payments. Due to subsequent foreclosures, the amount of loss suffered was approximately $1.6 million, owed to Wachovia’s successor, Wells Fargo.

(Image credit: Department of Justice logo)


Stegmayer’s Statement Suggests Slow Dance to Replace Long

November 23rd, 2011 Comments off

Joe_Stegmayer,_Cavco_CEO_and_Chairman_of_the_Manufactured_Housing_Institute,_credit_MHProNewsCavco CEO and Manufactured Housing Institute (MHI) Chairman Joe Stegmayer’s exclusive statement to last week sent the clear signal that no rapid appointment for a replacement to former MHI President Thayer Long should be expected.  His message was underscored in a conference call with the Manufactured Housing Executive Committee (MHEC) members the next day. Some have lobbied for ‘favorite son’ candidates from their state or industry segment, which is not unwelcome by MHI’s leadership according to reports that they want to make the best possible selection. One person has boldly lobbied quite publicly for himself – with indirect/direct pushes from others in support – but that effort is opposed for sound reasons described by a senior, award winning, MHI member in an exclusive Industry Voices guest blog post. As one respected state executive told MHProNews, “Joe sees no reason to rush the decision, and I agree.” We expect to hear more from Chairman Stegmayer at the Louisville Show, where he plans an address during his appearance there, as well as planning to discuss the plans and progress in the search for a solid replacement for Thayer Long.  Some industry observers are seeing this thoughtful pause in the search of Long’s replacement to lead MHI as a vote of confidence in the rest of the MHI staff, which has kept their ship of state running smoothly.

(Photo credit:

Georgia town attempting to violate federal law?

November 3rd, 2011 Comments off has learned about another case of what seems to be a local town overstepping their jurisdiction’s authority. WSBTV in Georgia reports on a story at Mountain Park George, in North Fulton County, where an effort is being made to pass a local law that bans ‘mobile homes.’ The video shows examples of homes that may indeed be pre-HUD Code mobile homes that would be the subject of the proposed ban, but also shows homes that in fact are manufactured homes built to the federal manufactured housing construction standards established by Congress that went into effect in June 15, 1976, known as ‘the HUD Code.’ The HUD Code, which notably was strengthened by the Manufactured Housing Improvement Act of 2000 (MHIA 2000), specifically preempts states and local jurisdictions from acting in this fashion. “The local officials don’t seem to understand either the federal law, or the fact that unlevel ground can be leveled so that a manufactured home can be permanently placed on it,” said MHProNews publisher Tony Kovach. “An excuse is an excuse, no matter how it is phrased or packaged. But ignorance of the law is no excuse, and based on what some association and legal sources have told me, this town is crossing the line on federal law as it applies to HUD Code manufactured housing.” Kovach said.

(Editor’s Note: This is one of many reasons why the MH Industry must organize an effort that gets to the root of issues such as these, as we are getting reports of more such legal efforts by local jurisdictions in varying states that overstep the federal preemption that manufactured housing legally enjoins.)

(Video credit: WSBTV2)


16 Million crime didn’t pay; HUD MH Fraud case ends in guilty plea

November 3rd, 2011 Comments off

Gavel image credit Wikimedia Commons posted on Manufactured Home Marketing Sales Management MHProNews.comMortgageDaily reports that Roger Dean Bailey, Jr. plead guilty in a North Carolina federal district court to five counts of defrauding dozens who sought to finance manufactured home loans. The 38 year old Bailey plead guilty to one count of conspiracy to commit wire fraud and making false statements to the Department of Housing and Urban Development (HUD), two counts of making false statements to HUD and two counts of wire fraud. Bailey was the manager of Homes America in Hudson, which was a branch of Phoenix Housing Group out of Greensboro. A U.S. Attorney’s office press release said Bailey was involved with up to 154 HUD-insured mortgage loans from 2004 to 2008. Those loans were worth $16 million, and the losses surpassed $4.8 million. The charges alleged that Bailey represented programs, terms and conditions that in many cases he couldn’t offer, including a non-existent rent-to-own program. Sentencing has not been set. Bailey is facing a maximum of 29 years in prison and paying $1.25 million for the combined charges. Phoenix Housing Group and Homes America, closed last January as part of a settlement with the NC Attorney General’s office, per the US Attorney’s office.

(Photo credit: Wikimedia Commons)


Drew third quarter results posted

November 3rd, 2011 Comments off

Drew Industries logo, posted on has learned that Drew Industries, Inc. – a supplier of components to the manufactured housing and recreational vehicle industries – has released it’s third quarter results. Revenue rose 13.6 percent to $166.7 million from $146.8 million. Sales of RV components rose 12 percent to $136 million, while manufactured housing sales rose 23 percent to $30 million. Cost of sales increased 17 percent to $134.7 million from $115 million. net income fell to $5.6 million, or 25 cents per share, in the third quarter ended Sept. 30. Results are down from $8 million, or 36 cents per share, in the same quarter in 2010. “While the sales price increases we implemented did not fully offset peak raw material costs, based on recent cost trends we expect the impact of high raw material costs to decline over the coming months,” Fred Zinn, Drew’s president and CEO, statement said.  At the bell yesterday, Drew Industries closed at 22.91 -0.82 (-3.46%), but it should be noted that a general decline in tracked manufactured housing stocks occurred yesterday. Drew operates dozens of manufacturing facilities nationwide and operates under wholly owned subsidiaries such as Kinro and Lipperrt.

(Graphic credit: Drew logo)


Cavco to announce Second Quarter Fiscal Year 2012 Earnings Release and Webcast review

November 1st, 2011 Comments off

Cavco_Industries_corp_logo_posted_on_Manufactured_Home_Marketing_Sales_Management_(,_MHProNewsMHProNews has learned that Cavco Industries, Inc. will release their second quarter 2012 results on November 4th after the close of the market.  Their senior management will discuss the second quarter results in a live webcast the following day, Friday, November 4, 2011 at 12:00 noon Eastern Time.  Cavco Industries is headquartered in Phoenix, Arizona and is the second largest producer of HUD Code Manufactured Homes.  The firm builds to four different codes, including HUD Code manufactured homes, the International Residential Code (IRC), Uniform Building Code (UBC) and the ANSI 119.5 Building Code.  Modular homes – often under the Nationwide Homes brand – commercial systems building, vacation cottages and park model construction compliments the firm’s manufactured home building.  Building is done at one fifteen factories across the United States under brand names including Cavco Homes, Fleetwood Homes and Palm Harbor Homes.  Cavco sells through a network of company owned (vertically integrated) and independent retail centers.  Their mortgage subsidiary, CountryPlace, is an approved Fannie Mae and Ginnie Mae seller/servicer and offers conforming mortgages to purchasers of factory-built and site-built homes. Cavco’s insurance subsidiary, Standard, provides property and casualty insurance for owners of manufactured homes.  Cavco’s CEO, Joe Stegmayer, is the current chairman of the Manufactured Housing Institute (MHI).

(Editor’s Note: You can track Cavco (symbol CVCO) and other manufactured housing stocks on our Daily Business News market report, typically posted by 5 PM Eastern.)

(Graphic credit: Cavco Logo)

Ayote notes changes in vanishing tradition of a manufactured home retirement in Florida

November 1st, 2011 Comments off

Florida beach front credit Wikimedia commons posted on MHProNews.comFloridaToday reports that fewer retirees are selling homes up north and are coming to Florida for retirement to live “happily ever after,” said Jim Ayotte, Executive Director of the Florida Manufactured Housing Association and the Manufactured Housing Executives Committee (MHEC) chairman.  “It’s unfortunate that everyone is zoning out mobile homes. Because if they look at new construction, we’ve done well. It’s a great testament to the industry for homes built after lessons learned from Hurricane Andrew,” Ayotte said.  Ayotte was referring to the fact that manufactured homes built to the new wind storm standards of 1994 paired with the modern installation standards often did better than conventional construction in the hurricanes of 2004.  Yet Florida’s state regulations now prohibit new manufactured housing communities in “coastal high hazard areas” like Brevard’s barrier island, said Robin Sobrino, county planning and zoning director. And at many older parks, hurricane-damaged homes cannot be replaced because they do not meet modern setback guidelines, minimum lot size and other regulations, said Cindy Fox, the county’s planning, zoning and enforcement manager.  Between developers during the boom years who ‘gobbled up’ older land lease ‘mobile home parks’ to redevelop for condos or other high density and higher tax rate construction, and zoning changes, beach front manufactured home communities that allowed for low cost living for retirees or others are vanishing. What did this increasingly disrupted lifestyle pattern offer? “We have access to the ocean, and the same thing to the river — it’s beautiful down there when the sun sets. People go down there, take their little glass of wine, and they really love it,”  Irene Eckles said.  Don Boyland, Leisure Livings’s chairman of the board of directors, said that residents overwhelmingly rejected an offer during the boom that would have paid each resident a sizeable sums from a developer who wanted to purchase.   The appeal such a manufactured home community offered, “That’s why there’s very rarely a house for sale in here,” Eckles, a resident of Leisure Living Estates in Melbourne Beach, said.

(Photo credit: Wikimedia Commons)