Archive

Posts Tagged ‘manufactured home marketing’

In Manufactured Home Marketing, Size and Results Matter!

March 1st, 2019 Comments off

 

InManufacturedHomeMarketingSizeResultsMatterDailyBusinessNewsMHProNews

What follows are just the facts about our reader engagement per third-party Webalizer from the top 2 of several URL/cPanel accounts for Business to Business (B2B) focused MHProNews.com.

 

  • Year over Year (YoY), traffic on MHProNews has doubled.
  • Pageviews: 15,516,004.
  • Total Visits: 3,168,015.
  • Average page views per visit: 4.89770534546, or just under 5 pages per visit.

The Manufactured Housing Institute (MHI) says that there are some 40,000 full time equivalent professionals working in manufactured housing. B2B focused MHProNews has said for years that their estimate appears to be low for several reasons.

Cavco Industries recently published a higher estimate recently, which confirms MHProNews’ point.  Rephrased, MHI’s own member disagreed with the data claimed by MHI.  Note that MHI’s chairman is Cavco’s Joe Stegmayer.  Will someone explain how that works, please?

CavcoIndustriesJan2019ManufacturedHousingIndsutryProfileDailyBusinessNewsMHProNews

Cavco estimates there are some 75,000 full time employees (FTE) working in manufactured housing. That sounds far more realistic than MHI’s claim of only 40,000.  Shown under fair use guidelines for news media.

 

That said, the MHProNews readership engagement data from the top 2 cPanels on our site would be like reading 40,406 magazines 32 pages in length, from cover-to-cover.

There is nothing – no one source – in manufactured housing that even comes close to the engagement found on MHProNews.  A client company which has advertisted with others in our industry did a head-to-head tracked comparison of results between this platform and others in manufactured housing.  Per that source, he said there was no contest. MHProNews blows the others away in what matters the most. Results.

Its only logical.  We have more traffic.  We have more content. Our content is business daily, plus weekend content too. Note that we don’t ask sponsors to endorse our content.  There is no need for an advertiser or a publisher to do so.

Marketers want to expose their products and/or services to the widest possible qualified audience.  That professional – B2B – audience is MHProNews.

 

2019-03-02_1039LegacyHousingAdDailyBusinessNewsMHProNews

Shown under fair use guidelines for news media.

 

As noted, only MHProNews publishes numerous articles as a business daily, with weekend reports too. Others are monthly, or whenever.  One industry publisher just announced this week that it is going from a monthly to a quarterly.

 

2019-03-02_1050ManufacturedHousingReviewKurtKellyPhotoDailyBusinessNewsMHProNews

Shown under fair use guidelines for news media.

 

MHInsider has been shown repeatedly to have a similar, but different challenge to what MHR has.  MHInsider just isn’t popular with readers, based upon the visual evidence shown below, plus third-party ‘inside’ information.

 

MHInsiderManufacturedHousingINdustryDailyBusinessNewsMHProNews

George F (F?) Allen is one of the contributors to the MHInsider, so of course it is an Allen approved publication. Allen, it will be recalled, urged his readers to ‘boycott’ MHProNews.  Why?  The photo above is from the last day of the Tunica Show, and the other racks looked the same. Little or no magazines have been picked up.  What good are ads in a magazine that either goes out late, or doesn’t get much readership?

 

Plus only MHProNews has a sister trade-media site that is B2C focused on the general public, Manufactured Home Living News or MHLivingNews.com.  Those stats are a separate topic, for another time.

 

http://www.mhmarketingsalesmanagement.com/blogs/daily-business-news/wp-content/uploads/2019/03/2019-03-02_1119WebalizerMHProNewsTrafficReadershipEngagementsDailyBusinessNewsMHProNews.png

No one provides more transparency than MHProNews when it comes to trade readership engagement data. Note that for whatever reason, our site has taken a dip since Allen’s call for a boycott. That said, we are still up over 100 percent in readers from a year ago, and pageviews are up some 300 percent. Meanwhile, others languish. Who are you going to call for marketing? Big #1 MHProNews – or those who are proven to fail by comparison?

 

The Future Is Now

MHProNews has dozens of URLs, with various levels of more modest traffic than the two that are reported above.  Rephrased, our traffic is higher than what’s shown. But some would ask, why have more URLs at all?  Each URL or web address exists for focused topics.  Rephrased, MHProNews could broaden its outreach to other segments of affordable housing, factory built housing, plus related investing, in reasonably short order.  We’ve prepared for the future.

 

SubmitNewsTipsCommentsLettersToEditorMHProNews

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.

 

For those who want to grow, the future is now.  There are several business development options that MHProNews provides.  Want B2B or B2C growth?  Click here to learn more.

That’s tonight’s installment of manufactured housing professional’s focused “Innovation – Information – Inspiration for Industry Professionals” © where “We Provide, You Decide.” © ## (News, analysis, commentary.)

 

ManufacturedHousingProNewsMHProNewsConfidentialTipsDocumentsNews

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

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

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

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

1) To sign up in seconds for our MH Industry leading emailed news updates, click here.

ManufacturedHomeIndustry#1HeadlineNewsMHProNews

To see a sample of our emailed news update, click here. To sign up for the factory-built home industry’s #1 headline news, click here or the graphic above.

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

3) Marketing, Web, Video, Consulting, Recruiting and Training Re-sources

SoheylaKovachDailyBusinessNewsMHProNewsMHLivingNewsSubmitted by Soheyla Kovach to the Daily Business News for MHProNews.com. Soheyla is a managing member of LifeStyle Factory Homes, LLC, the parent company to MHProNews, and MHLivingNews.com.

 

 

Related Reports:

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

“Whose Got a Problem?” Coach Lou Holtz Wisdom = “If Enough People Care”

Manufactured Home Industry Professionals Feedback, Manufactured Housing Institute and Zoning Related Issues – Part 1

Housing Economists Projections from NAHB, CoreLogic, Nationwide, and MHVille

Dramatic Reversal, City Passes Urgency Ordinance Effectively Banning Manufactured Homes, Front & Back Stories

 

 

 

 

 

 

 

 

Manufactured Housing – Ads & Self-Praise vs. Public Expert Praise

October 5th, 2017 Comments off

ShoutingBullhornDailyBusinessNewsMHProNewsAdvertising is what you pay for, publicity is what you pray for.” – public relations maxim.

Advertising is saying you’re good.  PR is getting someone else to say you’re good.”   — Jean-Louis Gassée, former Apple executive.

We reviewed yet another report yesterday from a national MH source that was busily telling others in our industry just how good their efforts are at promoting manufactured housing,” said publisher L. A. “Tony” Kovach.

Traffic, likes, and clicks – it all sounds fantastic. Right up to the point that the objective, analytical mind asks, ‘okay, they’ve been doing this ‘for their members’ for 2 years.  How much has their business actually grown?’”

JeanLouisGasseeWikipediaDailyBusinessNewsMHproNews

The answer, regrettably, is that the their key members of the industry are still growing at about the same pace as it was prior to that Arlington, VA based group’s promotional efforts. Who says?  HUD and IBTS statistics, see the most recent report, link here.

MHVillageStatistics10.4.2017DailyBusinessNewsMHProNews

The industry needs to wake up to reality, not just numbers.

In fact, their own statistics – and that of third parties – reveal that they’re growing at a slower pace than the industry at large.

FollowTheMoneyPayMoreAttentionToWhatPeopleDoThanWhatTheySayMartyLavin6MillionYachtManufacturedHousingIndustryDailyBusinessNews600

Lavin argued that MHI has not yet learned its lesson from the past.  See MHI award winner Lavin’s analysis, linked here and here.

If pretty pictures and videos ALONE was all that it took to sell more manufactured homes, we’d be selling a half-million or more homes per year, right now,” says MH industry consultant and publisher Kovach. “About a decade ago, Palm Harbor used to run great looking TV ads. They had fine looking homes. But something obviously didn’t work, because they went bankrupt.”

ThirdPartyPraiseVsThirdPartyBlaimeDailyBusinessNewsMHProNews

If you follow mainstream news sources, as we have to, then you know that the bulk of mainstream media news about our industry tends to be problematic, or negative. Even the ‘good news,’ often uses terminology that is a turn off to the general public. But that can be changed in relatively short order at the market level, as research by MHMSM has demonstrated… 

ElectedOfficalExplainsSurprisingModernManufacturedHomesVideoInterviewMHLivingNews

Does this concept work? Tom Fath answers that question, in the video, linked here. To see the video interview above, click that graphic.

What’s the Answer?

Get the home owners, the third-party experts, those not paid a dime to tell a company, location, or the industry’s story,” says Kovach.

FrankRolfeNegativeArticlesOnIndustryNoCommentbyManufacturedHousingInstituteMHIRVHorizonsMobleHomeUniversityPostedDailyBusinessNewsMHProNews

Until the industry deals with the perceived negatives, the concerns of customers, the results will continue to be at a relative low level.

Don’t do that once, you keep doing that. Sincerity comes across on camera. The Truth Well Told, Good Storytelling, those are part of the secret,” the award-winning consultant, publisher and industry veteran said.

JeanLouisGassesAdvertisingSayingYourGoodPRGettingOThersSayYOurGoodSimpleHardEasyHarderJohnBostickDailyBusinessNewsMHproNews

The other part is having a third party media do that for you. Create evangelists, and have those evangelists tell that story over and over again, personally and via video,” Kovach explains. “That’s how you change the industry’s image, one location at a time.” 

That’s why we created MHProNews, then MHLivingNews.com. Problem, goal and solution orientation. Then to get fact-based stories that make sense to home buyers, professionals, and to investors – at their local level.”

MHProNews56342Magazines32PagesEach2MillionPageViewsMastheadMHProNews

The vast majority of our traffic on MHProNews and MHLivingNews comes organically. Our pages per visit blow away mainstream media visits, because – as one owner put it – “relevance.”

To see the latest example of how this works, click here. To understand how this works, click here. ## (Marketing news, programming, industry promotion, and analysis.)

(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.