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Posts Tagged ‘manufactured home’

Clayton Homes Owned Sales Centers Reveal Surprising Trend

November 28th, 2018 Comments off

 

ClaytonHomesLogoClaytonHomesOwnedDealershipSalesCenterPhotoSurprisingTrendDailyBusinessNewsMHProNews

Not one, but two different former independent HUD Code manufactured housing retailers that sold out to Clayton Homes in recent years revealed a surprising trend to MHProNews.

 

Retail traffic – manufactured home shoppers – at formerly independently-owned manufactured home sales centers declined after Clayton Homes bought their locations, per those insider sources.

What explains the decline after Clayton Homes purchased the location?

That question will be examined in a future Daily Business News on MHProNews report.

 

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But the purported fact of the decline of traffic could help explain why a top 10 manufactured housing state – such as Louisiana – could be experiencing a drop in new manufactured home shipments.  Keep in mind, Clayton has a serious presence in Louisiana.

 

 

LouisianaManufacturedHousingAssociationOklahomaMHAOManufacturedHomeDailyBusinessNewsMHproNews

Louisiana is one of the top ten states for manufactured home shipments in recent years, per data collected by HUD and reported by MHARR. Clayton Homes has a serious presence in the state. Yet, sales are declining. Why???

 

Top10ManufacturedHousingshipments2018CummulativeManufacturedHousingAssocRegulatoryReformMHARRTXLAFLALNCMSCAKYMITN-DailyBusinessNewsMHProNews

The data above is based upon official information collected for the Department of Housing and Urban Development (HUD), and reported by the Manufactured Housing Association for Regulatory Reform (MHARR).

 

Meanwhile, the Berkshire/Clayton dominated Manufactured Housing Institute (MHI) has produced a allegedly pricey video promoting the alleged ‘successes‘ of – wait for it – MHI.

 

MHIMembersChangingPerceptionOfManufacturedHousingMHILogoClaytonHomesLogoBerkshireHathawayLogoMHProNews

 

2 stills from that new MHI video – reportedly okayed by Clayton Homes – are above and below. The thrust of the video is a kind of razzle dazzle way of convincing members to stay, and is uses to win new members.  As a preview, we’ll be doing a report on that arguable piece of MHI spin in the days ahead.  Until then, the two stills above and below will be useful to the industry’s professionals.

 

LeveragingCreationNewClassManufacturedHomesMHIDailyBusinessNewsMHProNews

 

Clayton Homes “New” Image Campaign, Surprising Facts Behind Have it Made Stigma Attacking Video

 

Yet, as MHProNews exclusively reported, the largest member of MHI – Clayton Homes – has closed some 100 retail centers in the last 7 years.  Their ‘stigma’ fighting image campaign has clearly failed to meaningfully move the needle.

 

ManufacturedHousingVsTotalCompletedHomesLegacyHousingS1FilingIPODailyBusinessNewsMHProNews

Legacy clearly believes in the future of the business, because they are raising capital to expand their retail base.

 

Clayton’s Surprising Result – Sunday Morning Weekly Recap, MH Headline Reports and News in Review Aug 19 to Aug 26, 2018

 

Prior insider tips from Clayton sources have said that Clayton purportedly will drop pay for General Managers (GM) once they’ve largely achieve their corporate objective to dominate manufactured housing.

 

Former Clayton Homes Team, Employees Speak Out – Mainstream Media, Trade Media Reports

 

We are not aware of any other trade media source that has reported – as the Daily Business News on MHProNews has – that if new homes destined for use as rental units in manufactured home communities were discounted, the industry as a whole has been largely flat for years.

The above doesn’t mean that some Clayton centers are preforming better, or improving.  So, pay close attention to what those insider sources at Clayton said. Rephrased, centers that were previously owned by manufactured housing independents and where purchased by Clayton Homes ended up – per those sources – declining in retail customer traffic. Based on that, and the other problematic reports about Knoxville and Arlington, how is it that they claim that they have some secret sauce for more industry success?

Legacy Housing IPO, Lending Tree, & New HUD Ruling Updates

It is interesting to note, in contrast to the trends at Clayton retail, that Legacy Housing is planning to expand the number of their sales centers.  ICYMI, or want a refresher, see the report, linked above.

“Razzle dazzle” by Knoxville’s pawns in Arlington, VA will only work long-term on the industry’s independents in an environment where there are no fact-checks. Thus, the value and importance of ongoing insider tips, news, analysis, and commentary. That’s manufactured housing “Industry News, Tips, and Views Pros Can Use,” © where “We Provide, You Decide.” © ## (News, analysis, and commentary.)

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Related Reports:

New Shipment Data, Top Manufactured Home State, Other MH States Continue Slide

Another Top Manufactured Home State is Sliding on New HUD Code Home Shipments, More New Data

 

September 2018 Manufactured Home Production Data Shows Slight Flatline

While Manufactured Housing Overall Rises, Some Slip Sliding Away

MH Marketing Insights – Where are Americans Moving? U.S. Moves, by State – Charts, Video

November 21st, 2018 Comments off

MHMarketingInsightsWhereAreAmericansMovingUSMovesByStateChartsVideoDailyBusinessNewsMHProNews

There are several serious topics that are frankly heavy, and in various ways negative, that we will hold until after Thanksgiving. These include court decisions, legal, and other industry-specific items that we’ll tackle in the near term, but after the holiday.

 

 

The reason is simple. It’s time for a respite, but one that is nevertheless useful for manufactured housing industry professionals, who are routinely keen on what trends impact their business or profession.

Marketers, take note of a key fact we’ve spotlighted before, but bears repeating, as the data evolves.

If you are one of those that print an article – and highlight or make notes – put 5 stars next to a data-point from North American, further below.

 

2017OutMigrationInmigrationbystateNorthAMericanMoversDailyBusinessNewsMHProNews

Net flight from Ohio, which was occurring in 2011, has stabilized by 2017, per the data from North American.  Other trends are noted by comparing the 2017 to 2011 maps.

 

It is information that is literally that significant to manufactured home marketers. More below.

 

2011OutMigrationInmigrationbystateNorthAMericanMoversDailyBusinessNewsMHProNews

Compare the 2011 to the 2017 data, and among the items that jumps out are from the West Coast. California and Washington have become outbound states, per North American and the U.S. Census Bureau.

 

According to North American…

North American – a moving company – has compiled data that is provided by the graphics shown below.  They are also referenced in the video by Money GPS, which has mostly useful analysis, but we’ll skip the analysis of their plugs, etc. at the end of their mostly fine video.

 

 

Per North American in January 2018, “…updated through 2017, historical migrations map showing where Americans have moved throughout the years.”

 

5GoldStarsManufacturedHousingMHProNews

The data point below is 5 stars for savvy manufactured home marketers, owners, investors, and professionals.

 

According to the latest information published by the U.S. Census Bureau the percentage of people that move every year equates to 14% of the population (or roughly 40 million).”

That’s the quote.  Properly understood, it’s a startling data point to our industry.

Why?  Because it is telling you that some 1 out of 7 people/households on average are moving during the course of the year.  Run those numbers in your market…

…and you’ll begin to get a sense of what your actual potential is.

When we coach manufactured home clients, or do corporate training, on marketing and sales, this is a common point consultant/coach L. A. ‘Tony’ Kovach makes.  It is a point sadly overlooked by too many in our industry. Because most retail centers and manufactured home communities are only seeing a tiny sliver of the traffic that is shopping for a new home.  What sets Tony’s work apart from others, in part, is this simple principle.  Learn how to engage as many housing shoppers – not just those specifically looking for a manufactured home – but strive to set in front of all of those looking for any kind of housing change.

 

 

When you learn how to successfully engage, educate, and motivate those who’ve not been thinking about a manufactured home, that’s the magic for serious location growth.  You gain more customers with better credit and/or more cash buyers too.

That said, back to North American’s data.

People move for a variety of reasons: housing, jobs, family, etc.  Being aware of cross country moving migration patterns can provide you a better idea on the behavior of Americans. The following historical U.S. migration study will provide you the states with the largest influx of moves and the states that have the most outbound moves,” said the moving company’s report.

If you are in a state that has outbound migration, you need a winning strategy for that scenario.  If you are in state with net move-in growth, you also need to craft a successful strategy. Enjoy the data. Why not use the data above as a discussion starter for brain-storming with your team?

 

CaseyMackLegacyHousingManufacturedTinyHomesKudosMHProNews

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Related Reports:

Factory Rep’s Tip–Manufactured Home Service & Satisfaction – ABC News, Clayton Controversy Follow-Up

October 12th, 2018 Comments off

 

FactoryRepsTipManufacturedHomeServiceSatisfactionABCNewsClaytonHomesControveryFollowUp

Let’s begin with an analogy. Toyota today issued a recall on 168,000 vehicles, said Newsday. Just a week ago, Consumer Reports said that Toyota has recalled over 900,000 vehicles for stall. Do manufactured home industry professionals think those numbers prevent people from buying a Toyota?  Is it unfair for media – or trade publishers – to cover that news? “Toyota sold around 10.4 million vehicles in the fiscal year that ended in March 2018,” said Statista. Corporate News said that “…nearly 2.5 million [Toyotas were sold] in the U.S…in 2016.”

 

Rephrased, Toyota sold more vehicles last year then the total number of pre-HUD Code mobile homes, and post-HUD Code manufactured homes currently exist in U.S.

There is a demonstrably different response to media reports about problems with conventional housing, or automobiles, then there are to negative news about manufactured homes. Why is that so?

That may not seem fair, but industry pros and investors need to grasp the reality and learn how to navigate and deal with it.

 

Clayton’s Service Woes Repeatedly in Mainstream News Stories

While Clayton is the subject at the heart of this service/customer satisfaction controversy, the Clayton Homes/ABC News story video is a lesson for the industry at large. That MHVille’s industry’s professionals and investors care about this story is proven by the tremendous interest, and considerable feedback.  ICYMI, or want a refresher and to see the video, see our Daily Business News on MHProNews report at the link below.

Clayton Homes Ripped by Customer Complaints Spotlighted on ABC News

 

The follow up report has also drawn comments and thousands of hits. ICYMI, or need a refresher, see those above and below.

 

Clayton Homes Consumer Complaints Saga Continues, Mold and More

 

Factory Rep’s Comments on Service Issues

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With that backdrop, look at what a factory representative emailed as a news tip/comment to MHProNews.

He used just one of many cases to make his point.

Only one more day for the service tech, [and he] would have finished this customers home. Yet, the service tech, takes off to another job and the customer is left with unfinished work. Why? I don’t know,” said a HUD Code manufactured home builder’s representative, in a message for publication to the Daily Business News to MHProNews.

It is very costly to a mfg the more times they visit a home! Well, because no one returned to complete this customers home, they filed a complaint with the state…[edited out comments, that might reveal the source]…All because of, just one more day!! All mfg deal with this because they don’t have a good plan for servicing the product they build!!! Customer satisfaction should be #1, to get customer referrals!! Enough said!!

Powerful thoughts. He’s not the only one who has said similarly.

 

Other Industry Reactions About Clayton, etc.

MHProNews has heard from communities and retailers who have dropped Clayton, over service and quality issues. There are also those who have said that they want to drop Clayton product.

By contrast, there was a Clayton cheerleader from the community sector that publicly defended Clayton, see the report below.

 

LinkedIn, Manufactured Housing, and Manufactured Home Industry Professional Insights

 

So, the reactions have been across the board. That’s reflected in this and prior reports. Clayton was contacted for comments.  They opted not to respond, after numerous outreaches at the retail, factory and home office levels.  Rephrased, this thread of reports about Clayton and service has been balanced.

 

NOTICE & Reminder

Manufactured home corporate readers who want to comment and/or provide a news tip, off the record, are reminded to do so from an email address that is NOT a company email. For more details, see the below.

 

Reminder to Clayton Homes. Cavco Industries, and Skyline Champion Employees

 

Why This Matters to MHVille Pros?

Stating the obvious, millions of people want the truth.  Sane people, savvy professionals, investors, and owners want facts, not fiction or mere feel-good. Facts are actionable. By contrast, mere feelings or emotion can lead people astray.

As we approach the end of our 9th year, with the date of our launch on Oct. 15, 2009 MHProNews is having a record month with readers.  In spite of everything that opponents of this trade media have thrown our way over the past 36 months (+/-), we have more readers than ever before.

What the Toyota story and statistics at the top reminds thinkers and doers in MHVille is the following.

AutoDeathsVsTornadoDeathsDailyBusinessNewsMHProNews

NationalWeatherService2017ManufacturedHomeMobileHomeTornadoFatalitiesDailyBusinessNewsMHproNews

One of the most over-hyped stories by MSM is the topic of tornado deaths. As sad as each one may be, it pales in comparison to deaths in auto-accidents.

Our manufactured home and factory-built housing industry – right, wrong, or meh – demonstrably aren’t treated the same by:

  • public officials,
  • the mainstream media, and
  • the public at large as are other industries.
  • But why?
ManufacturedHousingAssocRegulatoryReformJOINMHARRbani-200x200

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

Part of the reason is arguably failures on the post-production side of the industry. By way of comparison, in years gone by, there were plenty of automotive industry executives who feared promoting automotive safety.  It was controversial to show videos of automotive crash tests.  But in hindsight, by doing that, car-truck-SUV makers took some of the public sting out of the tens of thousands of deaths that occur every year in auto accidents.

Manufactured housing doesn’t have to be perfect to be of tremendous value.  As our publisher has said for years, a possible choice only need be better in one or more ways than other options for it to be selected by buyers.

The Clayton service errors stories have multiple possible lessons learned. The Manufactured Housing Association for Regulatory Reform (MHARR) certainly isn’t defending non-member Clayton Homes. But MHARR routinely says that the industry’s overall quality is the best ever.  The relatively low numbers of service complaints for the industry reflects the wisdom and reality of MHARR’s points.  Reports from state dispute resolution reports go to states, and flow into HUD too.  There are just very few of them.

One of several takeaways here is that manufactured housing in general tends to suffer from things that Clayton does or fails to do. That’s not a mere opinion by a writer, it is the feedback from others in MHVille. That’s “News through the lens of manufactured homes, and factory-built housing,” © where “We Provide, You Decide.” © © (News, analysis, and commentary.)

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Related Reports:

NBC Video – Federal Authorities Investigating Clayton Homes, Maxine Waters Denounces Lending “Discrimination” Against Minorities

Manufactured Home Production Rises Again in August, 2018 HUD Code Data

October 3rd, 2018 Comments off

ManufacturedHomeProductionRisesAgainAugust2018HUDCodeData600

The manufactured home reason has cause to feel good about a steady growth in production, while simultaneously feeling a level of anguish that sales are not far higher.

 

The latest data from the Manufactured Housing Association for Regulatory Reform (MHARR), and their statement, tends toward the former.  It is an understandable position.

At the same time, when one looks at the dramatic difference between the cost of a single family stick built’ house, and HUD Code manufactured homes, isn’t it obvious that the sales of manufactured should be far higher?

 

Fresh Facts, Figures, Future of Affordable Housing -Comparisons- Conventional Site-Built v Mobile/Manufactured Home Industry Data

 

Indeed, Mark Weiss, J.D. – President and CEO of the Manufactured Housing Association for Regulatory Reform (MHARR) – directly pointed to one of those issues that keeps manufactured homes at what is arguably artificially low levels. ICYMI, or want a refresher, see Weiss’ comments in the new article linked below.

 

Rumble over Anti-MH Law-State Association, Manufactured Housing Institute (MHI), Clayton Homes, and MHARR

 

Those points noted, let’s dive into MHARR’s just released statement to the Daily Business News on MHProNews.  It can be read on their site, at the link below, or continue reading here on MHProNews.

Strong HUD Code Production Growth in August 2018

FOR IMMEDIATE RELEASE                                                                   Contact: MHARR

                                                                                                                                   (202) 783-4087

Strong HUD Code Manufactured Home
Production Growth in August 2018

Washington, D.C., October 3, 2018 – The Manufactured Housing Association for Regulatory Reform (MHARR) reports that according to official statistics compiled on behalf of the U.S. Department of Housing and Urban Development (HUD), strong year-over-year manufactured housing industry production growth continued in August 2018. Just-released statistics indicate that HUD Code manufacturers produced 9,157 homes in August 2018, an 8.6% increase over the 8,434 HUD Code homes produced during August 2017. Cumulative industry production for 2018 now totals 66,688 homes, a 9.6% increase over the 60,839 HUD Code homes produced over the same period in 2017.

A further analysis of the official industry statistics shows that the top ten shipment states from the beginning of the industry production rebound in August 2011 through August 2018  — with cumulative, monthly, current year (2018) and prior year (2017) shipments per category as indicated — are:

 

MHARRAugust2018ManufacturedHousingProductionReportTop10StatesDailyBusinessNewsMHProNews

Please note: There was a minor error in the September 10, 2018 MHARR Production Report.  Cumulative production for 2017 through the end of July 2017, should have been stated as 52,405 instead of 52,305, and the cumulative production increase percentage should therefore have been 9.8% instead of 10.0%.  Please correct your records accordingly.

The Manufactured Housing Association for Regulatory Reform is a Washington, D.C.-based national trade association representing the views and interests of independent producers of federally-regulated manufactured housing.

— 30 –

 

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Related Reports:

Double-Digit HUD Code Manufactured Home Production Growth In July 2018, MHARR

Manufactured Homes Could Help Solve the Affordable Housing Crisis, So, Why Aren’t More Manufactured Homes Being Sold?

 

FHFA Hearing Before Congress Raises GSEs’ Failure on Manufactured Home Chattel Financing

September 28th, 2018 Comments off

FHFAHearingBeforeCongressRaisesGSEsFailureOnManufacturedHomeChattelFinancingDailyBusinessNEwsMHProNEws

The Ford-Kavanaugh hearing wasn’t the only place in Washington, D.C. that charges of sexual misconduct were being publicly discussed yesterday.

 

As was noted by the Daily Business News on MHProNews, the Federal Housing Finance Agency (FHFA), featured a pile-on by members of both parties aimed at Mel Watt. But his time in office is short regardless, and thus the following is the more germane issue to manufactured housing industry professionals.

An extended quote from the release by the Manufactured Housing Association for Regulatory Reform (MHARR), which includes a download at the end of their statement to the Congress.

ManufacturedHousingAssociationForRegulatoryReformLogoLetterheadDailyBusinessNewsMHProNews

Washington, D.C., September 27, 2018 – The Manufactured Housing Association for Regulatory Reform (MHARR), in a submission (copy attached) to the House of Representatives’ Financial Services Committee in conjunction with a September 27, 2018 oversight hearing on regulation of the two “Government Sponsored Enterprises” (GSEs) – Fannie Mae and Freddie Mac – strongly criticized the Federal Housing Finance Agency (FHFA), for failing to implement federal law and, instead, sanctioning the GSEs’ continuing discrimination against lower and moderate-income American consumers seeking to purchase manufactured homes through personal property, or chattel loans.

Specifically, MHARR’s submission emphasizes that under the “Duty to Serve Underserved Markets” (DTS) provision of the Housing and Economic Recovery Act of 2008 (HERA), so-called DTS “implementation plans” developed by the GSEs and approved by FHFA in late 2017, fail to provide for market-significant participation by Fannie Mae and Freddie Mac in the manufactured housing chattel finance market some ten years after Congress, through DTS, specifically directed the GSEs to “develop loan products and flexible underwriting guidelines to facilitate a secondary market for mortgages on manufactured homes for very low, low, and moderate-income families,” including chattel loans. Such chattel loans account for 80% (or more) of the entire manufactured housing market, according to U.S. Census Bureau data.

As MHARR’s submission explains, the so-called Fannie Mae and Freddie Mac DTS “implementation plans,” by failing to provide for market-significant participation in the manufactured housing chattel financing market – beyond tiny, highly-conditional, “pilot programs” that through 2020 would serve, at most, little more than 1% of the manufactured housing market – do not and cannot, by definition, satisfy the express statutory mandate of DTS. Indeed, it is utterly inconceivable that Congress, in adopting DTS, intended for the vast bulk of all manufactured housing purchasers — and potential purchasers — seeking to access the nation’s most affordable source of non-subsidized homeownership, to go unserved under DTS indefinitely and, potentially, forever.

Relying on an alleged lack of chattel loan “performance” data that is a direct result of their own long-term, discriminatory failure to serve the manufactured housing market – that DTS was specifically designed to remedy – Fannie Mae and Freddie Mac instead seek to evade that “duty” indefinitely. As emphasized by MHARR, this will effectively force the 80% (or more) of the manufactured housing purchasers who currently rely on chattel financing to seek loans from one of the existing market-dominant manufactured housing lenders that do not require or seek secondary-market securitization or support from the GSEs and provide such financing at interest rates that are higher than would be the case if the GSEs were significant participants in the manufactured housing chattel market. Even worse, many more potential lower and moderate-income manufactured home purchasers, who might otherwise qualify for a loan, will continue to be needlessly excluded from the manufactured housing market – and from homeownership altogether – because of the higher chattel loan interest rates and monthly loan costs resulting from the GSEs’ continuing discriminatory refusal to fully implement DTS with respect to chattel loans.

MHARR, accordingly, will continue to press for the full implementation and application of DTS to manufactured home chattel loans and will continue to address, through all necessary means (including Congress and the Administration) the ongoing failure of FHFA, Fannie Mae and Freddie Mac to implement DTS in a timely and market-significant manner, thereby depriving lower and moderate-income Americans of the full access to affordable, non-subsidized manufactured homeownership that Congress sought to provide.

In Washington, D.C., MHARR President and CEO, Mark Weiss, stated: “Congress, in its vital oversight role concerninhg FHFA, must hold that agency – and, by extension, Fannie Mae and Freddie Mac, which are being and have been bailed-out with billions of taxpayer dollars — accountable for their ongoing discriminatory failure,more than a decade after-the-fact, to fully implement DTS with respect to the 80% of the federally-regulated manufactured housing market that is represented by chattel purchase-money loans. Affordable homeownership is desperately needed in the United States and is at the core of the GSEs’ statutory mission. Neither FHFA nor the GSEs should be allowed to flout this mission, nor the specific mandate of DTS with regard to manufactured housing chattel loans.”

The Manufactured Housing Association for Regulatory Reform is a Washington, D.C.-based national trade association representing the views and interests of independent producers of federally-regulated manufactured housing.

###

The download of the testimony by MHARR to the Financial Services Committee is linked here. For more details, see the related reports, further below. “We Provide, You Decide.” © ## (News, analysis, and commentary.)

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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:

Mel Watt – FHFA and MH Connected Hearing Today to Feature Sexual Misconduct Allegations

“Waste, Fraud, and Abuse” – FHFA, GSE Federal Oversight Announcement

Warren Buffett, Charlie Munger, Fannie Mae, Freddie Mac, Berkshire Hathaway Backstory

Frightening! Halloween – Monday Morning Manufactured Home Marketing & Sales Meeting

September 10th, 2018 Comments off

 

FrighteningHalloweenMondayMorningManufacturedHomeMarketingSalesMeetingMHProNews

The Labor Day holiday was still on, but the displays in thousands of retail stores from coast-to-coast were already promoting Halloween. 

 

Before Halloween arrives, there will also be Thanksgiving displays in stores. 

KirklandsBrandonFLManufacturedHousingDailyBusinessNewsMHProNEws

Christmas is more than 3 months away, but there are holiday promotions underway for that grand date too. Retailers know how crucial that is, but how about in manufactured housing?

PrayBigWorrySmallTrustGodJesusGermsEverywhereChristmasDecorItemsManufacturedHousingMHProNews

There are retailers and communities that do a fine job of tying marketing to upcoming seasons and events. A well known mid-sized midwestern retailer we worked with had, for example, baseball season and related contests and promotions.  

Others arrange for various parties and events. It puts people into a festive mood. In some cases, it will put people into a buying mood. 

 

Tie-Ins and Connections

Using tie-ins and connections can be effective in marketing and sales. Savvy shoppers don’t want artificial pressures to close now. That’s what a motivated sales professional wants, the deal today, not next month or next year.

But serious home shoppers have their own deadlines and motivations.  

Some of those spoken or unspoken deadlines in a customers mind are seasonal or event related. 

HalloweenExpressBrandonFLManufacturedHousingINdustryDailyBusinessNEwsMHProNews

Every year, millions of Americans are on the move. In your market, on average, you can guesstimate that one in 7 (+/-) will be making a housing move in your market(s) THIS YEAR.  That’s a ton of opportunities.  

For some of those making a housing change, they’ll want their family moved into a new home ‘before the holidays.’  

KirklandHalloweenThanksgivingBrandonFLManufacturedHousingIndustryDailyBusinessNewsMHProNews

Like your family, the Kovach family does things together.  Tamas and Soheyla, near top right. Shopping, events, and MH inspiration for the muse are all in the mix.

You know what is and isn’t possible with your suppliers that could make that type of deadline possible on a custom order. But if someone selects a home from inventory, that Thanksgiving or Christmas in your new home is a much easier deadline to meet.

There are good reasons to – or not to – use event tie-ins to marketing. But one thing is certain. To get a different result than what you are getting now, you must do things differently than you have been. 

Often, it’s only a modest adjustment that a manufactured home retailer or land-lease community needs to make in order to profitably go from a low volume into a higher sales level.  

The higher your price-point, the more sophisticated your approach ought to be.  The higher your desired target audience, your marketing, sales, and follow though systems will need to be increasingly sophisticated.

There are certain services that we don’t provide. As we mentioned last week, we’d suggest someone else on displays and merchandising. But for those with a budget, done correctly, the right merchandising can be very profitable. 

Manufactured Home Retailers, Communities, Is Your Merchandising Nordstrom’s or Salvation Army? Monday MH Marketing, Sales Meeting

But we can help give operations of all sizes another, objective and successful set of eyes with which to evaluate your marketing, sales and satisfaction follow-ups.  

As or more important, for those willing to invest in their future success, we provide a proprietary that we provide under agreements with our clients:

  Sales Recruiting,

  Marketing,

  Sales Coaching/Training Systems unmatched in manufactured housing. 

We do so on a confidential basis. We share specific results only when we mutually agree to do so.

For those who wanted results shared, growth rates many times that of the industry’s have been achieved. 

Yes, there’s an investment. But it doesn’t so much cost, rather, when properly implemented changes occur, it pays.

For those who discipline themselves to follow a proven methodology, we truly can help you Dominate in Your Local Market. See related reports, email sign up, and contact info below.  Call or click to learn more. ##  (Manufactured housing related marketing & sales news, analysis, and commentary.)

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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.

 

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

Related References:

Power & Profit$ from Factual Sales & Marketing, Monday Morning Manufactured Housing Meeting – Part 1

 

Becoming a Standout Performer, Monday Morning Sales, Marketing Meeting

 

50 States Ranked by Income, Credit – Manufactured Housing Marketers Data, Cheet Sheet

September 4th, 2018 Comments off

50StatesRankedByIncomeCreditScoresManufacturedHousingMarketersDataCheatSheetDailyBusinessNewsMHProNews600

While there could be a debate about the ranking of the 50 states by which is the hardest working, a far clearer picture emerges on the topics of ranking states by income and credit.

 

The reason?

Facts about income and credit scores are just facts.

HouseholdIncomebyStateByPercentageGroups2017ManufacturedHousingIndustryDataResearchReportsMHProNews

But the criteria selected by Wallet Hub, which certainly uses some objective data, nevertheless mixes metrics into an amalgamated score and ranking that some could certainly debate.  It’s interesting, and worth noting, because others are looking at it.  ICYMI, that report – which includes recent manufactured housing data, is linked below.

http://www.mhmarketingsalesmanagement.com/blogs/daily-business-news/2018s-hardest-working-states-in-america-how-does-your-state-rank/

Credit Scores

 WhatIsGoodCreditExperianDailyBusinessNewsMHProNews

Meaning of Credit Scores

FICOScoresExperianCreditImpactDailyBusinessNewsMHProNews

Scores by State Per Core-Logic

AverageCreditScoreByStateOnMorgageLoansMHproNews

What data like this reflects is that manufactured housing professionals routinely report lower credit scores applying than those shown. That said, Triad Financials’ credit profile reflects higher credit scores than several of their counterparts. Good credit – as well as cash customers – are attracted to manufactured housing. But most retailers and communities need to step up their marketing and sales efforts to attract those better qualified buyers.

The Daily Business News on MHProNews noted on Saturday some of the reasons and considerations for manufactured home retailers and communities to consider factors like income in your local market(s).  That county-level report, is linked below.

MH Intelligence for Your Business – Incomes by U.S. Counties, How Do Your Counties Compare?

Watch for some data and analysis in the days ahead that could prove eye-opening, and uncomfortable, but useful for manufactured housing professionals and investors.

1DailyBusinessNewsLogoMHProNewsLogo-1

Note that some of the sources – which are deemed reliable – came to different conclusions.  But that’s possible for potentially valid reasons.  For example, Experian’s data is presumably reliable for their own data pool, but other sources may have a different yet still accurate pool they are measuring from.

That’s a look at research and “News through the lens of manufactured homes, and factory-built housing,” © where “We Provide, You Decide.” © ## (News, analysis, and commentary.)

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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:

What RV Industry’s 2018, Prior Results Reveal for Manufactured Housing

Manufactured Housing Shipment Totals, June 2018

Fresh Facts, Figures, Future of Affordable Housing -Comparisons- Conventional Site-Built v Mobile/Manufactured Home Industry Data

“Fixing Our Industry’s Terrible” Public Relations, a Proven Strategy

“Thou Shall Not Steal,” $2 Trillion Annually Lost to Lack of Affordable Homes, Making the Manufactured Home Case

Power & Profit$ from Factual Sales & Marketing, Monday Morning Manufactured Housing Meeting – Part 1

Back to Basics Will Boost Manufactured Home Sales, Sunday Morning Manufactured Home Industry Headline News Recap Aug 5 – Aug 12, 2018

August 12th, 2018 Comments off
SundayMorningManufacturedHousingINdustryRecapDailyBusinessNewsMHProNews7.29.2018to8.5.2018

Trivia: note that the MHProNews home page on Sunday morning looks like that iPad screen, just moments before this weekly recap is published. We get our share of typos, but we do sweat the details, all for thousands of industry readers like you.

Let’s stress again that there are numbers of honorable operators and professionals in manufactured housing.

 

Some of those honorable souls would see “the basics” in a similar way that we at MHProNews would agree with too.

BackToBasicsWillBoostManufacturedHomeSales

But perhaps in an ironic way, the fact that not everyone understands what “the basics” are illuminates a key part of the factor-built home industry’s problem in the U.S.

For a the next few moments, by “Factory Built Homes,” we’re talking about all forms of off-site built production housing. Manufactured homes (MH), modular homes, other kinds of PreFab homes all frankly struggle with various levels of image and misunderstanding.

Rephrased, it’s an educational issue.

There are training programs in manufactured housing today, right? Numbers of trainers and coaches, some of whom grew up learning and repeating the late Grayson Schewpfinger’s methods. Some of that was fine, he had years of success. So, with no disrespect to the departed, some of that method was also demonstrably problematic.

We won’t run through a bunch of other trainers names, but the following is reality.

If the correct combination of

  • marketing,
  • public relations,
  • sales systems,
  • capital/lending, and
  • lobbying/legal efforts were made,

manufactured housing would arguably be 10 time’s larger than it now is. So too would other forms of U.S. factory building.  When this nation gets the challenges of factory-home building related issues right, the process of acceptance will arguably accelerate in other parts of the world too.  While something like 98.5 percent of our readers are U.S. or Canada, the other 1.5 percent are equally dedicated from other parts of the world.  What happens in MHVille matters.  People from across the globe check in daily here to find out the latest.

 

Proof?

The evidence for the fact that domestic manufactured home production could rise 1o fold, meaning by 1,000 percent, are all around us. One part of the evidence is found in the RV compared to MH report, linked further below.  Or check out the comparisons with the HousingEconomics data, further below.

So, we’ll point you to that and other reports, commentary, and analysis published this past week for more details and specifics.

 

Style, Substance, and Reality Checks

The RV compared to MH Report – linked below – gives a stark reality check for manufactured housing professionals and investors.

There’s a widely held school of thought that advises, “praise in public, correct in private.” That’s a fine norm. But when “private” efforts with the purveyors of the problems have failed repeatedly, a more direct approach is needed.

So that leaves the industry with a need for publicly calling out the problematic behaviors by certain professionals in key places. Where appropriate, that should also lead to remedial legal action, taken by private plaintiff’s attorneys, and/or public officials.

As the Daily Business News has stated for years, we publish reports on various lawsuits and regulatory issues because

1)    they occur,

2)    as a kind of morality tale. Don’t do what caused those people to get in hot water.  By the way, there’s a number of legally focused reports  last week, also found below.

While some are understandably uncomfortable with pointing out problems, what’s the alternative? Allowing another 15 years of the same often avoidable issues?  Again, look at the RV industry, and you’ll see why we’re so passionate about helping manufactured housing achieve what the RV industry has often done quite well.

 

They Did It Before…

Last week, this column asked the question, “They did it before, they can do it again.” Isn’t that obvious?

Reality can be uncomfortable.

But to deny reality is foolish. Check out Zig Ziglar’s article on problem solving, along with our other new and featured articles, linked here or from the hub, below.

Any given professional can make a difference in their own market. So, while collective efforts are useful on some matters, frankly the right “back to basics” protocols will profitably and ethically elevate results in almost any market.

That said, with no further adieu, let’s check out this week’s reports and commentary.

 

What’s New on MHLivingNews

FEAR, a Solution to the Affordable Housing Crisis, and the Manufactured Home Dilemma

 

What’s New on the Masthead

FEDs, MHI, Buffett’s Berkshire’s Clayton Homes Moat, Affordable Housing, and Billion$ in Manufactured Home Market Manipulation

What’s New from MHARR

http://www.MHProNews.com/industry-news/mharr-news/doe-issues-mh-energy-rule-request-for-information

http://www.MHProNews.com/industry-news/mharr-news/hud-code-production-growth-continues-in-june-2018

 

What’s New on the Daily Business News on MHProNews

DailyBusinessNewsLogoMHProNewsLogo (1)

Saturday 8.11.2018

“Shadows of Liberty” Movie Introduction, Affordable Housing, and You

“Shadows of Liberty” Movie Introduction, Affordable Housing, and You

 

Friday 8.10.2018

Billions in Global Deals, Flying Above the Fray for Unicorn Prefab Builder

Billions in Global Deals, Flying Above the Fray for Unicorn Prefab Builder

“It’s A Problem That’s Been Bubbling for Years,” Turkey Tank$, Plus Manufactured Housing Market Updates

 Freddie Mac’s Manufactured Housing, Myths vs Facts – Your Professional Thoughts?

Freddie Mac’s Manufactured Housing, Myths vs Facts – Your Professional Thoughts?

What RV Industry’s 2018, Prior Results Reveal for Manufactured Housing

What RV Industry’s 2018, Prior Results Reveal for Manufactured Housing

 

Thursday 8.9.2018

 Heartland Immigration Raids by ICE Are Targeting Businesses, Owners, Management – Plus Illegals

“I Admit, I was Wrong,” said Heritage’s Feulner, Plus Manufactured Housing Market Updates

AG’s Hathaway Lawsuit OK’d

AG’s Hathaway Lawsuit OK’d

“All the News That’s Fit to Print,” “Democracy Dies in Darkness,” Affordable Housing, MH Reality Checks

 

 

Wednesday 8.8.2018

Carson’s Recent Address on HUD, Affordable Housing, and the Manufactured Housing Vantagepoint

Carson’s Recent Address on HUD, Affordable Housing, and the Manufactured Housing Vantagepoint

Skirts vs. Coat-Tails for Biz and Investors? Plus Manufactured Housing Market Updates 

MHPro Alert: DOE Issues Manufactured Housing Energy Rule RFI

MHPro Alert: DOE Issues Manufactured Housing Energy Rule RFI

“Waste, Fraud, and Abuse” – FHFA, GSE Federal Oversight Announcement

“Waste, Fraud, and Abuse” – FHFA, GSE Federal Oversight Announcement

 

Tuesday 8.7.2018 

Ready Player One, “Mobile Home Stacks,” and the Manufactured Home Industry Reality Check

Ready Player One, “Mobile Home Stacks,” and the Manufactured Home Industry Reality Check

Stocks Rise Amid Trade Tiffs, Iran Sanctions Take Effect, Plus MH Market Updates 

City Settles Case with Community Owner for $1.5 Million 

City Settles Case with Community Owner for $1.5 Million

“Insulting” – Local News Report on “Mobile Home” Fire Underscores Why Terminology Matters

“Insulting” – Local News Report on “Mobile Home” Fire Underscores Why Terminology Matters

 

Monday 8.6.2018

Rising Tide Lifts Millions off Food Stamps, Plus Manufactured Home Market Updates

Manufactured Housing Shipment Totals, June 2018

Manufactured Housing Shipment Totals, June 2018

HousingEconomics Releases New Data on U.S. Housing, Comparing MH and Stick Built Data

HousingEconomics Releases New Data on U.S. Housing, Comparing MH and Stick Built Data

“Fixing Our Industry’s Terrible” Public Relations, a Proven Strategy

“Fixing Our Industry’s Terrible” Public Relations, a Proven Strategy

 

Sunday 8.5.2018 

They Did It Before…Sunday Morning Manufactured Home Industry News Headline Recap July Aug 5, 2018

They Did It Before…Sunday Morning Manufactured Home Industry News Headline Recap July Aug 5, 2018

And that’s all she wrote, with a little help from that guy. Thanks for checking in, and you can join the industry’s best-read emailed headline news by signing up at the link below. Looking to advertise or do business or event development? There is no better place than MHProNews. Click here to learn more. ## (News, analysis and commentary.)

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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.

 

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The words of the late Howard Walker, ELS Vice Chairman, shared for publication with MHProNews.

Freddie Mac’s Manufactured Housing, Myths vs Facts – Your Professional Thoughts?

August 10th, 2018 Comments off


ManufacturedHousingMythVsFactFreddieMacDutyToServeDailyBusinessNewsMHProNews

We’ll weigh in on this Freddie Mac handout promoting manufactured housing another time, but would value that of the readers of Daily Business News on MHProNews.

 

Here it is, below. We just have this suggestion, as you look at this handout from Freddie Mac, meant to promote manufactured housing.  Please consider it from all angles.

  • What do you like?
  • What do you think could have been different?
ManufacturedHousingMythVsFactFreddieMacDutyToServeManufacturedHousingIndustryDailyBusinessNewsMHProNews

Download the full size document, at this link here.

  • What might have made this handout intended for home-shopping consumers better?
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Your Comments, Feedback, or Tips email at this link. Or Connect via LinkedIn and comment.

Please feel free to send email us your comments, at the link above.  Your thoughts can be on or off the record, just be clear which it is.  Thank you. “We Provide, You Decide.” © ## (News, analysis and commentary.)

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

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.

 

City Settles Case with Community Owner for $1.5 Million

August 7th, 2018 Comments off


CityChinoSettlesCaseWithCommunityOwnerfor1.5MillionManufacturedHousingIndustryDailyBusinessNewsMHProNews

The City of Chino recently reached a $1.5 million settlement with a manufactured home community owner.

The suit originally asked for $34 million, and was filed in July 2010 by Chino MHC, owner of Lamplighter Chino Mobile Home Park,  per the Champion Newspapers.

The settlement agreement resolves long-standing disputes and litigation between the parties,” city spokeswoman Arianna Fajardo said in July. “The settlement makes clear that it is not an admission of any wrongdoing whatsoever on the part of the city. Instead, the city council wished to move beyond the disputes and avoid further expenditure of time and funds litigating these matters.”

The California Supreme Court declined the city’s request to hear the case.

In 2011, Superior Court Judge Joseph Brisco ruled that the City of Chino could not prohibit the conversion of the park, even though a survey of residents reportedly revealed most opposed the plan.

The City of Chino appealed, but lost in October 2012, when the Fourth District Court of Appeal ruled that the city council could not stop conversion of the mobile home park to resident ownership, unless city could show the owner was taking the step to avoid the city’s rent control policy on land-lease manufactured home communities.

Under this scenario, non-purchasing resident households will not be required to vacate their spaces,” former-city attorney Jimmy Gutierrez told the council.  He had warned officials that the decision could result in lawsuits that the city would lose.

LamplighterChinoMHCChinoMHCManufacturedHousingINdustryDailyBusinessNewsMHproNews

 

A Community Sector Industry Attorney Comments

Hart King tells MHProNews that they were not involved in this case, and that the comments from C. William “Bill” Dahlin “are personal and do not reflect any client or the firm.”

CWilliamBillDahlinHartKingLawManufacturedHomeCommunitiesManufacturedHousngIndustryDailyBusinessNewsMHProNews

It is my understanding the tenants also sued the city [in 2014] and I am not sure if this second piece of litigation is also at issue in the settlement referenced in the article,” Dahlin told the Daily Business News on MHProNews.

As an FYI, an approved subdivision of a MHP in California makes the park exempt from local rent control once the first space has been sold,” Dahlin said.

LegacyHousingHurricanOverrunWholesaleEvent200x200ManufacturedHomeINdustryMHProNews

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

As a generality most park owners do not require existing residents to buy their space when a subdivision is approved. Rather the park owner generally allows existing homeowners to continue as tenants, but frequently do require a successor tenant to buy the space.” the California-based attorney said.

I assume this subdivision was pursued because the city’s rent control ordinance had the rents at a small fraction of market rent. After this subdivision was judicially approved the state legislature made it almost impossible to subdivide a MHP w/o tenant support. That legislation has effectively stopped almost all subdivision applications.” Dahlin added that this was “Just another consequence of rent control. The state has also made park closures economically VERY difficult and that has prevented older functionally obsolete MHPs from closing to allow newer developments to proceed. Yet another consequence of rent control and one factor in the state’s “housing crisis

The battle is part of the ongoing struggles between local jurisdictions and manufactured home community owners that are taking place in many parts of the country.  Some other recent cases are linked below.  ## (News, analysis, and commentary.)

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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:

MHCs and Rent Control – Cure or Cause for Affordable Housing Crisis?

 

Manufactured Home Community Owner Alert, Rent Control, MHAction Plans Organized Action in Several States

 

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

UPDATE: MHC Future in Doubt, the Other Side of Rent Control

Different Kind of Community Closure, Continues Grabbing Headlines in Mainstream News