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Posts Tagged ‘manufactured home’

NorthStar and Manufactured Housing Radix

June 6th, 2018 Comments off

 

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This is why we operate with a “North Star Goal‘, a light that represents the highest aspirations of a business. Like a next-generation mission statement, a North Star Goal orients the identity and direction of a brand, guiding all decisions, strategies, and partnerships.”
Bag the Habit.
(emphasis added)

 

The northern star for centuries was and remains today as a guiding light in the nighttime sky, a star which helped sailors orient their direction at sea.

The North Star shines with a humble brightness that belies its navigational importance. Polaris, or the North Star, sits almost directly above the North Pole; therefore, it is a reliable gauge of North if you find yourself lost on a clear night without a compass,” says Universe Today.

 

What is the North Star for Manufactured Housing?

When morality in America represented a broadly shared set of values, many of the professional issues faced today were less evident. There was no huge pushback in the 1950s when in the words In God We Trust” was placed upon U.S. currency. There was less debate when images of the Ten Commandments were set in stone, or otherwise framed and placed in public settings or taxpayer funded buildings.

Shared Judeo-Christian values gave some 97 percent of the people greater moral clarity.

Time magazine reported in 2016 that, “a 1965 poll by Lou Harris finding that 97% of Americans still believed in God. By the time Gallup asked the same question in 2014, that number had fallen to 86%, with 12% of Americans claiming no belief and 2% with no opinion.”

Also in 2016, a Time article said, “In God We Trust” was first added to U.S. coins during the beginning of the Civil War, when religious sentiment was on an upswing and concerned Americans wanted the world to know what their country stood for. Many wrote to Secretary of the Treasury Salmon P. Chase on the matter, and he agreed with their arguments. Congress passed his act requesting the addition of “In God We Trust,” adapted from a lesser-known verse of Francis Scott Key’s “Star-Spangled Banner,” and the first two-cent coin with the phrase was minted in 1864.”

Let’s be blunt. Consumers want to do business with honest professionals.

Few want to walk into a business that has a reputation for dishonesty.

Shared common values are so useful in society, that several of the founding fathers wrote that they deemed them to be essential to America’s success.  That doesn’t mean that every manufactured home sales office ought to have to have a Bible on every desk, but it does mean that a business ought to reflect its values through behavior. Indeed, most do.

But what about those organizations that don’t?

In our routine interactions with consumers – due to publishing, marketing and sales coaching/training with MHPros, and in online discussions with the public – it is safe to say that manufactured housing is unjustly viewed dimly by millions.

But whining about an undeserved image isn’t a solution.

Good industry businesses and professionals must get to the root issues, or the “image issues” caused by problematic people and/or organizations will define the good.  That’s reality.

Consumers may not use the term “morality,” or “ethics.”  But experience shows that a significant part of their distrust of the manufactured home industry is rooted in a lack of confidence in what is said.

MarkJobSomeoneIsTryingTosSellYouManufacturedHouseDailyBusinessNewsMHProNews

How are more new manufactured home sales achieved, without addressing the causes of the public’s lack of trust?

When so-called industry leaders are seen as giving cover for arguably unethical activity, doesn’t that just fuel the problem?  A recent, actual case may serve to make the point.

Public officials and consumers alike have accused a business of “selling” homes to consumers “contract for title” when the seller allegedly doesn’t even own the units being sold. Doesn’t’ that type of story, repeatedly in a region’s local news, only fuels a negative image about manufactured housing and industry professionals?

When industry publishers and association leaders fail to fairly investigate and address that type of transgression in some lawful, and appropriate fashion, isn’t it reasonable to presume that more of the public’s confidence in manufactured housing as an industry can be further undermined?

MobileHomeShipmentsManufacturedHomeShipmentChartMHIAShipmentsMHIndustryChampionSkylineHUDCodeDailyBusinessNewsMHProNews

Back in the late 1960s, and early 1970s, news stories about flimsy or fire prone mobile homes in the mainstream media were responded to by industry professionals working to pass the HUD Code. Today, the industry’s quality is “amazing,” as HUD Secretary Ben Carson has said. But the industry’s image doesn’t match up with the reality. Part of the solution must be an ethical code of conduct that good associations promote and live by.  That means that when uehtical professional behavior occurs, there has follow through by the industry’s professionals.  That’s both the right and the prudent thing to do.  That’s a practical example of a North Star.

Manufactured Housing Radix

Google’s online dictionary defines both a mathematical meaning for the term “radix,” and a formal meaning. The formal definition says this about radix,

a source or origin of something.

“Judaism is the radix of Christianity

Radix is Latin, which is used some in medicine. Collins dictionary says this, “Word origin of ‘radix’ C16: from Latin rādīx root; compare Greek rhadix small branch, rhiza root.”

So, radix is the root, the origin or foundational issue.

For manufactured housing and the public, its an issue of trust. When millions a year in the U.S. consider manufactured homes, but only some 92,900 bought a new one in 2017,  that’s a wake up call.

Morality is essential at every level of business and society. For example, if brute force power becomes the organizing principle of Americans and business in the U.S., the nation is debatably heading toward even more turbulent waters.

Clear codes of business ethics that include action, not mere lip service, are a must if our industry is to thrive again.

In response to a controversy over some problematic advertising – MHI advertorials – industry professional, millennial Tom Fath, said this.

TomFathTheMHCommunityWillSucceedWhenWeFocusOnFactsNoSaleBasedUponIllusionOrFeelingsDailyBUsinessNewsMHProNEws

It is safe to say that none of us live up perfectly to the moral code set forth in the Ten Commandments. Everyone slips and falls, but isn’t part of the question what happens after a mistake is made? Is the error covered up?  For example, are consumers who are wronged made whole?

In the Daily Business News reports and analysis, the facts, the truth, and common decency – morality – are referenced as guiding lights.

When deception is occurring, it ought to be roundly condemned and corrected in some appropriate fashion.

That’s a sense of our North Star as a trade publisher. What about you and your business? “We Provide, You Decide.” © ## (News, analysis, and commentary.)

Related Reports:

NPR’s Syringa Mobile Home Park Story, Revisited by Community Owner

George Allen Reply to Mainstream Media re: Roane/Lackey/SECO Exposé, Plus MHI, MHARR, et al – “Make Manufactured Housing Great Again”

 

George Allen Blasts MHI, NCC Ignoring Own, Spencer Roane, SECO, COBA7, Tom Lackey Controversies

Spencer Roane w/Southeast Community Owners (SECO), Praises Tom Lackey, Accused of Rent-to-Own Manufactured Home Sales Improprieties

Affordable Housing Focus Group – Comparing Housing Options – Conventional Houses, Condo, Rentals, and Manufactured Homes – Up for Growth, National Association of Realtor, Studies

 

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Rollohome, Creating 60,000 Factory-Built Homes in 2 Years

June 1st, 2018 Comments off

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Rollohome was started by Elmer Frey in his family barn as a one-time trailer sale. Soon he and his brothers Roland, Harold and Norman and his brother-in-law John Bertschie, began large scale operations in the sale and production of mobile homes. By 1950, Rollohome, was the city’s fastest growing business and within two years had sold more than 60,000 units,” according to Vintage Views in the Marshfield, WI News Herald.

 

Many industry veterans still think about Elmer Frey, and what their team accomplished in such a short period of time.

The relevance today?  If building and selling 60,000 homes could be achieved in 1950, why can’t that be done with manufactured homes in 2018 and beyond?

The Freys pushed the lengths to over 40 feet and several state laws pertaining to trailer length and width were changed. They also donated one trailer to the State Historical Society as a traveling museum,” per the News Herald.

Marshfield originally sported three mobile home manufacturing plants: Rollohome, Marshfield Homes, and Wisconsin Homes. Wisconsin Homes was a spin-off of Rollohome and was directly controlled by those in control of Rollohome. Wisconsin Homes and Marshfield Homes both had rail spurs and received rail service. Marshfield Homes,” according to wld-nmra.com.

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This production center produced 60,000 homes in two years, per the Marshfield News Herald.

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The original plant was located between East Ives and East Upham streets to the north and south and between North Central and North Peach avenues to the east and west. Today this area is occupied by the Marshfield Mall, Central City Credit Union, McDonald’s and the Comfort Inn,” said Vintage Views.

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It hasn’t been so long ago that John Wick addressed the Wisconsin Housing Alliance (WHA), raising his concerns for the future of the industry.

John Wick of Wick Building Systems was sold a controlling interest and increased production and added manufactured homes. The names Marshfield Homes, Artcraft Homes and Rollohome all were part of the company at times,” the News Herald report concluded.

MobileHomeShipmentsManufacturedHomeShipmentChartMHIAShipmentsMHIndustryChampionSkylineHUDCodeDailyBusinessNewsMHProNews

Once more, the purpose of these MHProNews Flashback reports is precisely to inspire the industry’s professionals, including the younger ones who otherwise have little-to-no connection to these past glory days for the industry.

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Make a habit of using the correct terminology.

The periodic MHProNews flashback series is more than mere nostalgia.

What was accomplished 68 years ago, can absolutely be accomplished today.  We have more tech, more capital, arguably more of everything. So all it requires is the vision, commitment, “time, talent, and treasure” needed to make the possible reality.

MHLivingNewsImprovedLivingForLessMHProNewsMHMarketingSalesManagement

Innovation – Information – Inspiration for Industry Professionals © is how the U.S.’ 8.3 million unit shortages of affordable housing could be addressed by manufactured home professionals, and investors, starting today.  ## (News, analysis, and expert commentary.)

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

Related Reports:

High-Rise Manufactured Home Stackable Towers, Compete with Modular/PreFabs, Density at Lower Cost

HUD’s Operation Breakthrough, Promoting Factory, Industrialized Building – Mobile Home Era to Modern Manufactured Homes.

GSE Asked: Will Manufactured Housing Overtake Conventional Homebuilding?

Understanding the Modern Realities of MHVille – Winners, Losers, Profits, and Loss

Robotics, 3D Printed Housing, Imminent Challengers for Manufactured Homes, Modular Housing – 3D Build Systems CEO Don Musilli

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

May 14th, 2018 Comments off

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

 

It could be phrased like this.

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

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

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

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

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

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

 

DoRIghtDoYourBestTreatOthersLikeYouWantToBeTreatedTrustYouCommittedDoYouCareLouHoltz-MastheadMHProNews

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

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

TheTimeIsALwaysRightToDoWhatisRightDrMartinLutherKingJrDailBusi8nessNewsMHProNEws

Spot on.

Moral principles in business – and in life – matter.

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

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Related References:

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

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

 

 

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

 

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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:
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Manufactured Housing Roadblock? BBC Reports “Trailer Park Living”

May 7th, 2018 Comments off

Longtime Daily Business News readers know that the MHProNews view – and that of scores of industry professionals – is that proper terminology is important.

 

The reverse of that is that improper terminology is to be avoided.

When the Daily Business News uses the term “trailer house” or “trailer park,” its typically because some third party that used that phrase.  A quote is a quote, nothing more or less.  Even if the person or party is misspeaking, it is not the journalist’s or trade media’s place to change what was said.

That said, the BBC used the term trailer house living” in their video report, shown below.  That’s where the headline comes from, and as of this date, the BBC video has over 1.1 million views.  Compared to the vast majority of manufactured home videos, this video has been seen by hundreds of thousands to a million more people.  That gives a tiny sense of why this is an imporant challenge for the industry to address.

There are times that the term “mobile home” legitimately applies, because a factory-built home built on a permeant frame was built before June 15, 1976.  In the 1930s to the 1950s, there were arguably trailer houses built.  A trailer house could be pulled behind a properly equipped car or light-duty pickup (see linked report, immediately below).

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

There are scores who use the terms ‘trailer,’ ‘trailer house,’ ‘trailer park,’ ‘mobile home,’ or ‘mobile home park’ who are industry professionals and investors. When it’s a quote, we get it.  When it’s a punch like, in private, at MHProNews, we get it.  Properly used – it can be improperly applied – for SEO purposes, we get it.

But the vast majority of the time, the right thing to do is to use the correct terminology.  If you and your team don’t make that commitment, it’s not as easy to hold the media or others accountable when they misuse terms.

Some think that the term should be changed to just “home,” and that’s understandable.  That said, for reasons we won’t go into today, it’s not practical. Nor is it the law.

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Manufactured homes and manufactured housing are legal terms, defined by the HUD Code for manufactured housing, which went into effect on June 15, 1976. As Steve Duke said, the code defines the construction standards a factory-built home was built to, and thus should not be deliberately misused, ever.

The video above is one of numerous practical reasons why terminology matters.  When someone is shopping for a manufactured home – and they call it a trailer – or do a search for “trailer house living,” YouTube is likely to show the BBC video above as one of those results.

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When you wonder why the there is such a big fall-off between manufactured housing shoppers and buyers1, the BBC video posted above is one of dozens of exhibits industry pros, advocates and investors should consider.

Which video do you want the public watching, the one above, or the one below?

 

Correct terminology matters. “We Provide, You Decide.” © ##  (News, analysis, and commentary.)

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Related Reports:

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

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McKinsey Global Institute “Blueprint for Addressing the Global Affordable Housing Challenge” Points to Factory Building

May 4th, 2018 Comments off

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A new report by the McKinsey Global Institute (MGI), “A Blueprint for Addressing the Global Affordable Housing Challenge,” defines the affordability gap as the difference between the cost of an acceptable standard housing unit (which varies by location) and what households can afford to pay using no more than 30 percent of income.

 

The analysis uses MGI’s Cityscope database of 2,400 metropolitan areas, as well as case studies from around the world.

Per MGI, “It [the report] finds that the affordable housing gap now stands at $650 billion a year and that the problem will only grow as urban populations expand: current trends suggest that there could be 106 million more low-income urban households by 2025, for example. To replace today’s inadequate housing and build the additional units needed by 2025 would require $9 trillion to $11 trillion in construction spending alone. With land, the total cost could be $16 trillion. Of this, we estimate that $1 trillion to $3 trillion may have to come from public funding.”

BuildingAffordableHousing9to11TrillionGlobalConstructionOpprotunityManufacturedHousingIndustryDailyBusinessNewsMHProNews

When you see the word “trillions” and affordable housing, it clarifies the comments by Alan Amy. See that video, below.

 

Tens of millions are impacted here in the U.S., said MGI.

FourApproachesNarrowHousingAffordabilityGap20-50PercentMcKinseyGlobalInstituteAnalysisPreFabModularManufacturedHousingIndsutryDailyBusinessNEwsMHPronews

The propose a four-part plan to educe those costs.

Those 4 items are:

  1. Unlocking land supply.
  2. Reducing construction costs.While manufacturing and other industries have raised productivity steadily in the past few decades, in construction it has remained flat or gone down in many countries. Likewise, in many places residential housing is still built in the same way it was 50 years ago. Project costs could be reduced by about 30 percent and completion schedules shortened by about 40 percent if developers make use of value engineering (standardizing design) and industrial approaches, such as assembling buildings from prefabricated components manufactured off-site. Efficient procurement methods and other process improvements would help, as well.” (Italics added).
  3. Improved operations and maintenance.
  4. Lowering financing costs for buyers and developers.

NarrowHousingAffordabilityGap20-50PercentMcKinseyGlobalInstituteAnalysisPreFabModularManufacturedHousingIndsutryDailyBusinessNEwsMHPronews

The video below is a summary of their research.

 

MH Industry Reaction

The McKinsey research summary video says tens of millions of Americans can benefit from affordable housing near areas it’s needed. While they don’t specifically mention manufactured homes, they do say that engineered, industrialized homes with affordable lending in the right locales are among the keys needed,” said Mark Weiss, JD, President and CEO for the Manufactured Housing Association for Regulatory Reform (MHARR).

That describes what MHARR has promoted for years; the full implementation of the Manufactured Housing Improvement Act of 2000,” said Weiss in a statement to the Daily Business News,including enhanced preemption. Combined with FHA lending and the robust implementation of the Duty to Serve (DTS) by the Government Sponsored Enterprises (GSEs).”

The McKinsey research certainly includes various forms of prefab and modular housing.

But what many researchers may not realize is that a robust application of the MHIA 2000, the robust application of the GSEs DTS and a broader use of FHA Title I and Title II  lending – all existing laws, that only need to be properly enforced and administered – could speed the time to addressing these issues.

The trillions of dollars in market potential globally provide a context for award-winning retailer, Alan Amy’s comments, below.

 

It is the latest example of what MHLivingNews reported some years ago. Namely, that the “Solution to the Affordable Housing Crisis is Hiding in Plain Sight.” Research has suggested that manufactured homes are not only less costly to buy, they are also less costly to maintain.

The clock has been ticking since this report was first issued. While several types of factory-built housing could be used, shouldn’t the watchwords be, let’s get started?  ## (News, analysis, and commentary.)

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HUD Code Manufactured Home Shipments, Housing Production – March 2018 Data

May 3rd, 2018 Comments off

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The Manufactured Housing Association for Regulatory Reform (MHARR) reports that official statistics compiled on behalf of the U.S. Department of Housing and Urban Development (HUD), year-over-year manufactured housing industry production grew again in March 2018.

 

Just-released statistics indicate that HUD Code manufacturers produced 8,830 homes in March 2018, a 7% increase over the 8,245 HUD Code homes produced during March 2017,” said MHARR in a release to the Daily Business News.  “Cumulative industry production for 2018 now totals 25,531 homes, a 9.1% increase over the 23,384 HUD Code homes produced over the same period in 2017.”

MHARR said that, “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 March 2018 — with cumulative, monthly, current year (2018) and prior year (2017) shipments per category as indicated — are:”

March2018HUDCodeManufacturedHousingShipmentDataTopTenStatesDailyBusinessNewsMHProNews

About MHARR 

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. ## (News, analysis, and commentary.)

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Sun Communities Annual Data and Manufactured Housing Industry Investor Presentation Highlights

March 17th, 2018 Comments off

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Annual reports and investor presentations that involve manufactured housing companies can range from the black-and-white financial data and text, to robust, highly illustrated reports.

 

Sun Communities (SUI) falls into the later range.

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SunCommunitiesSUI-InvestorPageComparetoMultiFamilyHousing10ManufacturedHomeCommunitiesIndustryDailyBusinessNewsMHProNews600

While tens of millions of Americans misunderstand manufactured housing, sadly, thousands of manufactured home professionals have an incomplete understanding of their own industry.

ManufacturedHousingOutPerformsMultiFamilyHousingRecessionResistantSunCommunitiesSUI-InvestorPage19ManufacturedHomeDailyBusinessNewsMHProNews2017OperatingFinancialsSunCommunitiesSUI-InvestorPage4ManufacturedHomeCommunitiesIndustryDailyBusinessNewsMHProNews600

Investor presentations like this by Sun one ought to be required reading for everyone in manufactured home sales, regardless of the company they work for, why?

2018OperatingFinancialGuidanceSunCommunitiesSUI-InvestorPage5ManufacturedHomeCommunitiesIndustryDailyBusinessNewsMHProNews

ExpansionOpertunitiesSunCommunitiesSUI-InvestorPage12ManufacturedHomeCommunitiesIndustryDailyBusinessNewsMHProNews600

Because they are often reminders of the appeal and some key facts that ought to make manufactured homes ever-more appealing to the public, officials, and to investors.

SunCommunitiesSUI-InvestorPage3ManufacturedHomeCommunitiesIndustryDailyBusinessNewsMHProNews600SunCommunitiesSUI-RevenueDriversInvestorPage7ManufacturedHomeCommunitiesIndustryDailyBusinessNewsMHProNews600

Sun (SUI) is one of the companies that companies tracked by the Daily Business News market report, with last night’s closing numbers, are linked here.

PoweringGrowthSunCommunitiesSUI-InvestorPage6ManufacturedHomeCommunitiesIndustryDailyBusinessNewsMHProNewsExpansionOpertunitiesRentalProgramSunCommunitiesSUI-InvestorPage13ManufacturedHomeCommunitiesIndustryDailyBusinessNewsMHProNews

The entire Sun investor presentation is linked here as a download.

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Before You Close, Sell or Quit, Why Not Try a Test? Test Market Marketing & Sales, Monday Morning Manufactured Home Sales Meeting

March 5th, 2018 Comments off

BeforeYouCloseOrQuitWhyNotTryTestTestMarketMarketingSalesMondayMorningSalesMeeting

Who does the better job selling? A smart person, or the simpleton?

 

As with many situations, that depends on the details. An example will clarify.

 

When the wise are using their wisdom to objectively test, analyze, refine and improve, those may lead to superior results.

But let’s imagine the case of a very simple-minded person, who learns something that works. It works routinely. It works often enough, where you get all the business that you need. They learn that, and in a simplistic fashion, I’ve seen locations where a simple program outperformed far more complex ones.

That may not seem like it ties into the headline theme, but it absolutely does.

Because tests all come down to people, how they are coached, motivated, trained or retrained. In our marketing, coaching and consulting work, we’ve seen previously failing sales pros who get retrained, and then soar in their results.

It can all be part of a broader test…

TonyGetsItAlColeOxfordBankTrustManufacturedHousingIndustryDailyBusinessNewsMHProNews

 

‘Test Market’ Marketing and Selling

There are some who don’t understand that a test marketing project can produce relevant information, even when the project itself doesn’t appear to be successful.

BenefitsOfOwningManufacturedHousingIndustryDailyBusinessNewsMHProNews

No two projects are alike. But sometimes, as in the cases reflected above, we obtain good local and/or regional media coverage. Such third party media can be part of a bigger transformation for a propery or retail center.

Some people need results, and need them fast.

But others – billionaires like Warren Buffett – have a long-time horizon.  They can and do see and do things differently.

When a company and/or organization has a multi-year horizon – 5 years, 10 years or longer – any accurate data could prove to be useful to them at some point.

RossKinzler-priorWHAExecDirectorManufacturedHousingIndustryConsultant-MHProNews363x544-

Ross Kinzler, ret. Exec Director of the Wisconsin Housing Alliance. MHProNews.

Meanwhile, what may have looked to outsiders like an effort to accomplish Result A, could in fact have had a different desired outcome entirely. A public test-marketing effort may or may not have as its actual goal, the publicly stated goal.

Another possibility is that a test marketing project’s stated goal was accurately, but failed to achieve its desired outcome.

Now-retired Wisconsin Housing Alliance (WHA) executive director Ross Kinzler raised such a point that is referenced in the article linked below.

Kinzler’s point is noteworthy, because while the Urban Design Project he cited failed to move the market, this writer and our team worked on a marketing project that did something similar in a major urban metro that was successful.  Note: we’re mentioning the above from a purely marketing and results perspective, not one related to industry politics.

 

‘Over Target’ Reactions, WHA Exec (ret) Ross Kinzler, Won’t Defend MHI Policies & Points to Prior MHI Failure

 

Among the lessons from the Urban Project lesson linked above is this.

The bigger organization doesn’t always get the better objective result in test marketing.

We’ve taken small-to-mid-size operations, and taught them how to outperform far bigger and more successful ones.  We’ve done that with communities, retail, HUD and modular producers and financial services companies too.

BJKrolManufacturedHousingIndustryDailyBusinessNewsMHProNews_001

 

Testing and Improving, Before Selling, Firing or Closing

Let’s say you have 10 locations. 8 are profitable, 2 are not.

In MH Retail, there are those who after a sustained period of losing money, understandably close or sell such a money-draining sales center. Taking Kevin Clayton and Berkshire Hathaway at their word, they’ve closed about 100 sales centers in recent years.

Each such retail sales center closure can be costly, amounting to several hundred thousand dollars per ‘dealership.’

But before you shut a retail location down (because it can cost big bucks),
or before you sell out for less than what a profitable center is worth – why not use that as an opportunity to test something brand new?

  1. The worst that happens is that you test something that may not work for you.  The investment by comparison is minimal.
  2. But the upside is, you may not only avoid losing money, plus take a losing center and turn it into a profitable one.
  3. The good news is that for those who listen and do what’s suggested, the batting average is amazing, as some quotes on this column reflect.

When we do projects for larger operations, we often suggest taking 2 or 3 locations that are way behind the others in performance. As a consultant, you can’t make a client do anything.  Clients are free to listen to what they want, and ignore what they want. But for those who listen and do such a test with us, the results can be impressive. Sales can profitably rise several hundred percent.  That’s happened in ‘1 to 5 star’ types of locations.

By the way, we routinely do confidentiality agreements in such cases.  We only publicize results after X years, unless the client and we both agree to publish results sooner.

JoeDiedrichMarketingAdConsultantJCPGroupLATonyKovachMHCMDMondayMorningSalesMeetingDailyBusinessNewsMHproNews

 

Real Turn-Around$, That Were Losing Before

In doing such a test with a larger MH Communities client, we dramatically increased traffic, and increased closures on the highest priced manufactured housing products – highest priced home, and highest cost land-lease in that market.

The project created record results for the organization. Sales soared by hundreds of percent, using the same budgets that were previously being spent.

Our test had numerous disadvantages that the Urban Project’s test Kinzler mentioned didn’t have. To rephrase, by comparison, the odds were stacked against us.

Yet the work we did was praised in writing by the owner of the company.  By contrast, Kinzler notes that the Manufactured Housing Institute (MHI) backed project failed to achieve its stated result.

MoiraSullivanExecAstCEOMHCsManufacturedHomeCommunitiesDailyBusinessNewsMHProNews

 

MH Communities, MH Retail, MH Lending, MH Production….

…including a Clayton Homes Sales Center

Some years ago, this writer was assigned an interesting test case. It was a Clayton Homes retail location, that was slated for closure.

Within weeks of taking charge within the mandate, it went from worst to near first in that market in new deposits and new deals. Some of the staff was turned over, but others were retained, re-trained, and thrived under new leadership.

 

Takeaways and Bottom Line$

There are many takeaways from every experience, especially for those who have a long-time horizon.

Given the affordable housing crisis, manufactured housing is poised with an opportunity for tremendous growth in most every market we’ve looked at, from border to border and coast to coast.  ‘Tremendous,’ as in 400 percent to 1,000 percent growth or more.

LawrenceYunNARShort8.3MillionHousingUnitsRisingRentsHousingPricesCuredOnlyByMoreBuilding

But the key(s) for achieving sustainable growth may or may not be what the larger companies or organizations believe it to be.

You don’t have to try to figure out why someone does X, to learn from their failures or successes yourself.

Before you close a location which can cost a lot of money, or turn over staff, why not bring in a new set of eyes?  Why not test something brand new, and see how that works? The results of doing so may profitably surprise you.  ##  (Monday morning marketing, sales, management tips, analysis, commentary.)

(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

9 Quick Tips, Plus Your Website – Monday Morning Manufactured Home Sales Meeting

January 15th, 2018 Comments off

MondayMorningSalesMeetingDailyBusinessNewsMHProNews

 

We’ll start with the website insights, and then move onto the 9-quick manufactured home marketing, training, educational, inspirational, and sales tips.

 

Over-simplifying, there are in manufactured housing today, 4 kinds of websites:

  • Non-existent. As hard as it may be to believe some 2 decades after the websites came into being, there are still some manufactured home companies – notably among communities – that have no website presence. They may be on someone else’s site, but have no website of their own. If you have vacancies, or are selling wholesale or to the public, doesn’t it make sense to fix that oversight?
  • Outdated. Websites can get dated within 3 to 5 years. It isn’t just a matter of adding new content, that’s obviously needed. Research shows that you only have 5 to 10 seconds to win the interest of a website visitor. After that, many are gone. An outdated website lowers your odds of having a visitor beyond those 5 to 10 seconds.
  • Modern, Cool, but Missing Something. Hundreds of websites that we see fall into the category.  This type of website will land that first-time visitor.  But they may not attract back the repeat visitor, which is critical if you are trying to sell a big ticket item, like a new or not-cheap pre-owned manufactured home.
  • Engaging, Appealing, and Informative Websites. These do what bullet 3 does, but have certain features that attract back those better qualified buyers.  If you see us in Louisville, stop and ask for details, or call us the week following the show for a complimentary website review.

Now, the 9 Tips 

It’s a federal holiday, right? So if you’re checking these out,

  • your either one of those operations that are open, or
  • you are a go-getter.  Either way…

The tips are found in the 9 different articles linked below.  If you’re new to the Monday Morning Sales Meeting, or just realize that you need a refresher on a topic, click a link below and dive in!

Atmosphere, and Super-Charging Results – Monday Morning Sales Meeting

Seriously…

Clayton Homes Praise for Pro-Industry Trade Media – Monday Morning Sales Meeting

Manufactured Housing’s “Duh!” Monday Morning Sales Meeting

Only 2 Choices – Media Engagement, Manufactured Homes, & You – Monday Morning Sales Meeting

Only 2 Choices – Media Engagement, Manufactured Homes, & You – Monday Morning Sales Meeting

Powerful Takeaways from Automotive, RVs for Manufactured Home Professionals, Monday Morning Sales Meeting

Monday Morning Sales Meeting, What Warren Buffett & President Donald Trump Profitably Agree On

Monday Morning Sales Meeting, What Warren Buffett & President Donald Trump Profitably Agree On

 

Monday Morning Sales Meeting – Living the Dream by Serving Others Well

Monday Morning Sales Meeting – Living the Dream by Serving Others Well

 

Manufactured Housing Monday Morning Sales Meeting: Finance & Industry Facts, Figures, Sales Tip$ Improving Best Practice$

Manufactured Housing Monday Morning Sales Meeting: Finance & Industry Facts, Figures, Sales Tip$ Improving Best Practice$

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

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

My smartphone will be on silent mode in Louisville, but I will check messages and return calls, as possible.  832-689-1729Or email me at this link. If you’ll be on the road, safe travels and prosperous travels. ## (Sales, marketing, management tips for manufactured housing professionals.)

Services Link – Click here.

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

 

 

 

 

Connect:

https://www.linkedin.com/in/latonykovach/

https://twitter.com/LATonyKovach @LATonyKovach
https://www.facebook.com/tony.kovach.71

 

Survey Top 2017 PreFab, Modular, Tiny and 3D Printed Housing News Stories

December 29th, 2017 Comments off

FactoryBuiltHousing2017-562x493

MHProNews tends to focus on HUD Code manufactured homes, but we routinely spotlight other forms of factory-built housing. We’ve done so for years.

This Daily Business News flashback 2017 year-in-review will be a series of links, that will let you click on some of the dozens of stories that we’ve published this year about the various forms of prefab, modular, 3D, and tiny house stories.  But this column will close with a link on MHLivingNews about manufactured home shopping tips.

Ex-Amazon Leader Sees Future In Modular

Private Equity Fund Grabbing 2 PreFab Home Builders

Chinese Firm to Provide Modular Homes in U.S.?

The “Top Ten” Container Home Designs in the U.S., 2017 – Video

Google’s Going Modular Housing

“It’s Outrageous!” “Censorship” — Suing Google/YouTube

Chicago – Massive Modular Project by European Operation Coming

Introducing ÖÖD – $50,000 Mirrored PreFab – and Compare

Factory Built Home Companies, True Game Changer – Here, Now – Impact on Manufactured Housing?

The Evolution of 3D Printed Homes?

Kasita – Dumpster Inspired Design Tiny Modular – Stackable, Emergency MOD, ADU – Enters Factory Built Housing

Jana Kasperkevic, Tiny Houses, Manufactured Homes & Financing

http://www. mhmarketingsalesmanagement.com/blogs/daily-business-news/are-americans-hunting-for-the-single-sectional-manufactured-home-alternative/

Giant L&G Sees Modular as Natural Evolution in Housing, Brit & U.S. Ties, Report & Video

Squamish Over Vancouver? BC Tiny House Controversy, Leadership, MH Parallels

3D Printed Home Can Withstand Magnitude 8 Earthquake

Shipping Containers Given New Life

It looks Cool! But is Richard Perkin’s NoHA the Real Deal in Affordable Housing?

The Top 10 American Corporations, Manufactured Homes, and PreFab Housing

Faced With Housing Shortage, Nation Turns to Unused Containers

Inside MH – Not Every Democrat, Not Every Republican – Politically Incorrect, Factually Accurate

$58,000 PreFabs, Videos, Updates of More Hi-Tech Backers

Prefab, Modular Homes are Front and Center in Solving Housing Crisis

Meet the Modular Housing Builder Google Picked, and their “Industrial Cathedral”

Tips on Shopping for a New Manufactured Home

We Provide, You Decide.” © ## (2017 Year in Review, political cartoons, commentary, analysis.)

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

TwitterFacebookLinkedInNew Year’s Resolution: This writer already has one of the largest LinkedIn followings in the manufactured home industry. But we’ve frankly not asked for Twitter, or Facebook followers. That changes, starting today. If you want to keep up with posts relevant to the industry, you can connect via the links below.

https://www.linkedin.com/in/latonykovach/

https://twitter.com/LATonyKovach @LATonyKovach
https://www.facebook.com/tony.kovach.71

2 Week Notice, MHProNews will be on a somewhat modified publication schedule from now through January 2nd, resuming normal scheduling in 2018. More details, click here.

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We agree with Warren Buffett on the value of the lessons of history, reading and research. Without those deep insights, the wool can be pulled over other people’s eyes.

By 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.