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Manufactured Housing’s Top 10, March 2019

March 3rd, 2019 Comments off

 

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Exploring the following top ten should be a periodic habit for every professional.  It should be part of every business review from firms small- to-large in manufactured housing.

 

These top ten items should be discussed internally, until a new habit is formed by those in management, as well as by those who own, advocate for, and/or invest in manufactured housing,  The top ten should also be a priority for those who aspire to leadership.  How else can one grow without really grasping the following top ten challenges, and following the logical next steps they imply?

In no particular order of importance, here are the bullets of the top ten items of concern in manufactured housing.

 

  • Zoning, placement and local restrictions.  To see examples of how this already has been overcome in specific cases, and thus can be – overcome in others, see two of the reports, linked further below.

 

  • Financing – wholesale and retail.

 

  • Capital, beyond the financing above, access to capital is necessary for business growth.

 

 

  • Recruiting of needed talent, be it trade-work, office, sales, management, production, service, installers, transporters, etc.

 

  • Training, Education, and Motivation.  If a location(s) and/or the industry is/are underperforming, part of that must be due to Human Resources type needs. Thousands of manufactured home industry owners and employees alike are thirsting for good information and motivation. Education is a routine attraction for professionals to attend industry events. Education/information, reality checks like this article, and motivation are top attractions to MHProNews, which leads the industry by a country mile in trade media, because the thirst for knowledge that can pave the way to more sales is so great.

 

  • Attracting more and better qualified customers who are considering other types of housing, and successfully engaging with them. Millions rent who could be buying a manufactured home. Millions more are downsizing or upsizing housing every year too. Furthermore, when over 5.6 million housing units were sold in 2018, almost all for sums well above the costs of our industry, during an affordable housing crisis, why were less than 97,000 new HUD Code manufactured homes sold in 2018?

 

  • Breaking out of ruts and problematic patterns of behavior. Asking honest questions. Seeking objective answers.  Many in the industry either accept the status quo, or don’t stop and think about how much better business could be. That means that many don’t consider what is needed to achieve more profitable growth. Think management by objective (MBO), change management, inspirational dissatisfaction, and more.

 

  • Customer satisfaction and referrals. Customer satisfaction doesn’t depend on a perfect product. Rather it depends upon a marketing and sales process that prepares a customer for reality, helps them to appreciate that reality, and then makes them happy with reality. With some 8.8 million mobile and manufactured homes in America, if only one out of ten of those helped sell another new manufactured home every year, then the industry would be selling 880,000 new manufactured home shipments a year, not under 100,000 new homes shipped that actually occurred in 2018.  Keep in mind, that the National Association of Realtors ™ (NAR) chief economist, Lawrence Yun, PhD. said in 2018 that the nation needs some 8.3 million more housing units.  To do that, said Yun, builders have to get really busy.  Only factory builders can hope to achieve the needed growth, is what Jeff Bezos’ Amazon’s Alexa Fund decided last year when they invested millions into a prefab housing startup.

 

  • Everything else.

 

Both for publishing and for business development services, the parent company of MHLivingNews and MHProNews – dba’s of LifeStyle Factory Homes, LLC – have a primary focus of dealing with evidence, facts, and realty. Using demonstrated methods with the proper insights and resources yield better and more profitable outcomes.

When it comes to items like those above, for example, education, consider what others have said.  The first person to speak on this video is someone who heard a talk that was motivating to them, even years later.  The entire video is laced with what others have said about our pro-growth work.  You will see people you know. None were compensated in any way, in fact, many paid us and thanked us for helping improve their operation. If you’ve seen these 2 videos before, look at them again through new eyes, and with the top ten items above in mind.

 

 

Savvy pros know that wishful thinking can’t be relied upon.  Pragmatic, proven methods can be trusted.  Lessons learned can be applied to achieve more profitable growth.

As an educational plug, see the video below to discover how even a modest-sized family operation could grow rapidly and profitably, by learning and applying the right principles.  They were already successful, but became more successful after working with MHProNews’ L. A. ‘Tony’ Kovach on a consulting, training, and marketing project.

The company in the video made an investment in their own business, and it paid for itself through more profits. In this example below, the firm had over 400 percent growth, for an already successful company. Other examples exist from other sectors of the industry.  Would you like to learn more about that? Check out the video.

 

 

Then ask yourself, would you like to have similar growth too?  If so, click here or call L. A. “Tony” Kovach’s office at 863-213-4090. Our methods are proprietary, and our clients commit to keeping them proprietary. That said, you can get a very good sense of what takes place from the unscripted interview video, above.  Note there was no payment or other consideration made for Fath doing this video, he says why he did the endorsement near the end of the discussion.

The true story of Rollohome should not be overlooked or forgotten. They went from a start up to 60,000 new homes sold in 2 years.  Manufactured housing is just scratching the surface of its potential today.

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

 

If Rollohome could do it, why not many others today?

Readers like you and from firms of all sizes have made us the runaway number one – #1 – trade media in our industry’s history.  Thank you. We are also the most praised and endorsed industry trade media ever, with third-party citations from NAR, CFPB, an item read into the Congressional Record, plus periodically named by others in the mainstream news media, and more.

 

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

 

Please see the Friday evening report below for just how “read hotMHProNews is. Our thanks to readers, supporters and sponsors for making that possible and true.

Notice to Manufactured Housing Institute (MHI) members. Some have asked why MHI news isn’t often published here?  Fair question.

For those who don’t know, or need a reminder, keep in mind that it was MHI who asked some years ago not to have all of their reports published here, as was previously done. MHProNews published all MHI reports for years, we were also paid, until they said, please stop doing so going forward. Note, that they also stopped giving  the Journal of Manufactured and Modular Housing a monthly article before they asked MHProNews to stop, and yet Jim Visser at the Journal rarely editorialized.

So, for whatever reasons, we at MHProNews were not alone. It was all MHI’s idea, it’s documented, and it was not our notion.  By contrast, MHARR continues to sponsor MHProNews. Interesting factoids, aren’t they?

 

CaseyMackLegacyHousingManufacturedTinyHomesKudosMHProNews

One more note, our editorial stances are our own.  Sponsors may or may not agree with our editorial topics or perspectives.  That freedom gives us the ability to cover a breadth of topics no one else in the industry even comes close to matching.

 

MHARR-ani

 

There are many reports, news, and commentaries this past week that delve on these issues.

 

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

 

There are clearly issues to be navigated.  We believe in pragmatic reality,  not mere rah-rah. That’s what the Top Ten should tell you. But above and below you will see reasons why some are exceeding expectations. The industry is just scratching the surface, which means that tremendous growth is possible for those willing to work smarter than others.

 

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With no further adieu, please check out the “read hot” reports week that was from 2.25.2019 to 3.3.2019.  Keep in mind we don’t turn each hot-linked headline into one of those hot-linked text image boxes.  Each news item, report, post, and analysis are there to live out the mantra for our tag line, Manufactured Housing “Industry News, Tips, and Views Pros Can Use © as we explore “News through the lens of manufactured homes, and factory-built housing.” ©.

 

What’s New from MHARR

HUDWhitewashDOERuleCostsMoreWashingtonManufacturedHousingUpdatesManufacturedHousingAssociationRegulatoryReformMHARRlogoDailyBusinessNewsMHProNews

 

 

What’s New on the Daily Business News on MHProNews

 

11DailyBusinessNewsMHProNewsLogos

 

Saturday 3.2.2019


Rent Control & MH – Politicians “Are Carpet-Bombing Our State With Regulations That Will Deliberately Destabilize The Housing Market And Leave It Obliterated”

Rent Control & MH – Politicians “Are Carpet-Bombing Our State With Regulations That Will Deliberately Destabilize The Housing Market And Leave It Obliterated”

 

Friday 3.1.2019

 

  In Manufactured Home Marketing, Size and Results Matter!

In Manufactured Home Marketing, Size and Results Matter!

  WH Economic Advisers Chair Kevin Hasset on U.S. Economy, 2018 totals, 2019 Forecast, plus Manufactured Housing Market Updates

 

  Housing Policy, and Pragmatism – Bridging the Gap – Conservatives AND Liberals, or Conservatives VS. Liberals?

 

Housing Policy, and Pragmatism – Bridging the Gap – Conservatives AND Liberals, or Conservatives VS. Liberals?

  New Inductees Into State’s Manufactured Housing Industry Hall of Fame Announced

New Inductees Into State’s Manufactured Housing Industry Hall of Fame Announced

 

Thursday, 2.28.2019

 

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

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

  Millennials Driving Home Ownership Rates Back Up, Plus Manufactured Housing Market Updates

Millennials Driving Home Ownership Rates Back Up, Plus Manufactured Housing Market Updates

  “Billion Dollar Empire Made From Mobile Homes,” What Washington Post’s Peter Whoriskey Didn’t Report

 

“Billion Dollar Empire Made From Mobile Homes,” What Washington Post’s Peter Whoriskey Didn’t Report

  Independent Businesses, Affordable Manufactured Housing, Open Markets, & Robust MH Sales Growth

 

Independent Businesses, Affordable Manufactured Housing, Open Markets, & Robust MH Sales Growth

 

Wednesday 2.27.2019

 

  Trillion Dollar Housing Plan, American Action Forum (AAF) Research on Green New Deal, Costs Graphic, Video

Trillion Dollar Housing Plan, American Action Forum (AAF) Research on Green New Deal, Costs Graphic, Video

  Sparks Fly! Rep Jim Jordan’s Broadside of Convicted Perjurer, Michael Cohen, Plus MH Market Updates

Sparks Fly! Rep Jim Jordan’s Broadside of Convicted Perjurer, Michael Cohen, Plus MH Market Updates

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

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

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

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

 

Tuesday 2.26.2019

 

  Fed Chair Powell Challenges Theory Behind Sanders, AOC, Progressive Green New Deal Plans, plus MH Market Updates

Fed Chair Powell Challenges Theory Behind Sanders, AOC, Progressive Green New Deal Plans, plus MH Market Updates

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

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

  Berkshire Chairman Warren Buffett Announces Support for 2020 Hopeful, Behind the Curtain

Berkshire Chairman Warren Buffett Announces Support for 2020 Hopeful, Behind the Curtain

  Top Global Brands – Animated Infographic from 2000 to 2018 – Most Companies are American, Plus Berkshire Hathaway Ties

 

 

Monday 2.25.2019

 

  Lina Khan, AntiTrust Legal Queen, Set to Join Democratic Staff, FAANG & BM, Beware – Plus MH Market Updates

Lina Khan, AntiTrust Legal Queen, Set to Join Democratic Staff, FAANG & BM, Beware – Plus MH Market Updates

  2018 Berkshire Hathaway Annual Report, Clayton Homes, Shaw Data Revealed, Facts Others Lack

2018 Berkshire Hathaway Annual Report, Clayton Homes, Shaw Data Revealed, Facts Others Lack

  Top Independent Manufactured Home Retailer Outsells Clayton Homes, Doesn’t Sell CMH Products, Per Mainstream News

Top Independent Manufactured Home Retailer Outsells Clayton Homes, Doesn’t Sell CMH Products, Per Mainstream News

  12 Reasons to Oppose a New Manufactured Home Post Production Association

12 Reasons to Oppose a New Manufactured Home Post Production Association

 

Sunday 2.24.2019

 

  6 Things Missing From Warren Buffett’s Annual Letter

12 Reasons to Oppose a New Manufactured Home Post Production Association

 

There are reasons why manufactured housing is selling less than in years gone by.  Legacy Housing, along with others, believe there is room for serious growth.  Their graphic below is a reminder of what once was, because it should be a measuring rod for what could be again.  Or more.

 

ManufacturedHousingVsTotalCompletedHomesLegacyHousingS1FilingIPODailyBusinessNewsMHProNews

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

 

So under-performance is opportunity in disguise.  

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Some Have Tried to Copy, But Have Missed the Mark

We’re not knocking any competitor or other firm when we say – as but one example – that story telling videos are largely done the wrong way in manufactured housing. The proof is in the bottom line results.  Clayton, for example, spends millions on marketing.  Clayton sponsored Duck Dynasty, which for a time was the hottest show on TV.  why didn’t they sell 500,000 homes a year, instead of less than 50,000?

By contrast, we’ve taken specific locations, and by doing a combination of items like those discussed in the Tom Fath interview above, have had compelling videos that are authentic interviews. A native American and his wife are in the video below.  They were paid nothing, yet gave an insightful story that is persuasive because it is an interview that was unscripted and authentic.

 

 

Or we’ve done interviews with professionals, that can be good for the public (B2C) or useful with professionals (B2B).  An example is below.

 

 

Serious growth is never an accident. Understanding the top ten, and learning proven ways to turn problems into profits is something every growth focused professional should want for their operation. That’s this Sunday morning installment of the week in review for manufactured housing professional focused “Industry News, Tips, and Views Pros Can Use” © where “We Provide, You Decide.” © ## (News, analysis, commentary.)

 

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

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

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

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

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

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

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

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

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

 

 

Related Reports:

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

MHI CEO Dick Jennison’s Pledge – 500,000 New Manufactured Home Shipments

Positive, Uplifting Third-Party Reports Favor Modern Manufactured Housing, So What’s Going Wrong?

 

Radically Aspirational, Black History, Affordable Housing, Social Justice, and Manufactured Homes

Grasping True Value of the Green New Deal for America, Affordable Housing Professionals and Advocates

Conquest Capitalism – Thoughts of Chairman Warren Buffett – Billionaires Campaign to Control Trillion Dollar Affordable Housing Market

Warren Buffett’s Moat, Understanding Manufactured Housing Requires Grasping Strategic Economic Moats

Manufactured Housing Institute’s Three Stooges? SECO ‘Leaders’ George F. Allen, Spencer Roane, Tom Lackey and ‘Rent to Own’ Scams?

“The Illusion of Motion Versus Real-World Challenges”

 

 

 

 

 

 

 

 

Meet the Revolutionaries in PreFab Housing Designs – Project Updates

February 7th, 2019 Comments off

 

MeetTheRevolutionariesPrefabHousingDesignProjectUpdatesDailyBusinessnewsMHProNews

MHLivingNews and MHProNews have tracked several prefabricated, 3D Printing, and other housing innovations over the years. Unicorn Revolution Precrafted Properties are among them.

 

Industry professionals, informed public officials, advocates, and investors know that factory-home-building makes good sense on numerous levels.  But tracking and reporting on the results of some of these operations ought to inspire those in the U.S. and Canada to realize just how much potential there actually is in the various kinds of prefabricated construction.

So while our focus tends to be the routine drama associated with manufactured homes, it is good to look to modular, tiny, container, and other emerging forms of factory-built housing.  Properly understood, these ought to compliment each other, just as entry or mid-level cars don’t harm luxury brands and models.

Other reports we’ve previously done on Revolution Precrafted – or modular builders such as:

  • Amazon’s Alexa Fund supported Plant Prefab:

 

Details Emerging on Amazon’s Plans for Plant PreFab Modular Home Investment

  • Softbank supported billion dollar startup Katerra:

 

Billion Dollar Startup Modular Builder, Using Robotics, Could Soon Rival Clayton Homes’ Total Sales

 

Or there are others found in our 2018 year end summary report, found in the related resources, below the byline and notices.

Having set the table, let’s take a good look at what Revolution Precrafted provided in their news release to MHProNews today, on some of their latest projects. Keep in mind that while they started in Asia, they’ve got projects in various countries around the world.

These “revolutionary” professionals are thinking big.  They find a way. Disruptive Revolution Precrafted Properties have their eyes on the U.S. market too. Canadians?  Can you be far behind?

For news as well as inspiration, let’s turn to what they provided in their latest release.  These include project updates, ‘meet the designers’ profiles, and more.  After their release, we’ll wrap up with some closing thoughts.

 

RevolutionProjectUpdatesDailyBusinessNewsMHProNews

Revolution Flavorscapes unveil Model Homes

Revolution Precrafted, a global leader in branded prefab structures, and Central Country Estate Inc. (CCEI)  are set to unveil the model units for its $750 million Revolution Flavorscapes. Construction of the model units for ‘Cocoon’ and ‘Alcove” homes have started in December. Cocoon is expected to be completed at the end of January while the Alcove unit will be completed by mid-February. The fully staged units will be available for viewing by March 2019.

 

AffordableHomesMannyPacquiaoAvailableRevolutionFlavorscapesDailyBusinessNewsMHProNews

 

Affordable homes designed by global boxing icon Manny Pacquiao are now available at the Revolution Flavorscapes project in Lakeshore Estate, Mexico, Pampanga. Around 200 units are now available for sale at the project for P1.9 million. 

 

availableLotsLakeshoreRevolutionPrecraftedJan2019DailyBusinessNewsMHproNews

Lakeshore is offering 60 lots measuring 200 square meters. Lot owners can build their preferred home designs. They can also opt to build curated homes under the Revolution Precrafted design portfolio.

 

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The Concept of the Tranche House is innovative modularity, offering ultimate flexibility in terms of customizing your home to satisfy your current space and financial requirements. The Tranche House is a complete unit that can form part of a larger configuration if so desired, depending on owner’s preferences. Each unit represents a liveable module for a small family.

 

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It’s a series of 2-bedroom structures with an open living, dining, and kitchen layout. Not like your typical row-house design, this space-saving structure already has a single-car garage that can be converted into a lanai. The structure is made of insulated metal panels to keep the house insulated from heat. With the use of insulated metal panels, the heat stops at the exterior surface, thus keeping the inside of the house cool.

 

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Factory-built housing, not just manufactured homes, are underperforming in the U.S. and Canada. There are good reasons to ponder what Revolution Prefabricated and others are doing.  While it may seem like apples and oranges, there are nevertheless numerous useful lessons.

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

 

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

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

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

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

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

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

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

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

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

 

Related Reports:

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

Best Prefab, Modular Homes 2018, Videos

 

Warren Buffett’s Moat, Understanding Manufactured Housing Requires Grasping Strategic Economic Moats

$100s of Billions Will Pour into U.S. in 2018, How Much of that Capital Will Deploy in Manufactured, PreFab Housing?

HUD Code Manufactured Home Production Decline Persists – Time For Action Not Excuses

 

 

 

 

 

 

 

 

 

Just the Facts – Compare Curbed and MHI, Next Step, Clayton, Cavco, Champion Homes Video Results

August 24th, 2018 Comments off

 

ManufacturedHousingInstituteMHILogoNextStepLogoClaytonHomesLogoCavcoLogoChampionLogoHomeFutureMHproNewsJust 18 days after their first video was posted, Episode One of Curbed/The Verge’sThe Home of the Future” is already over 750,000 views.

 

WeBuiltTheHomeOfTheFutureCurbedVergeFordViews

By contrast, the Manufactured Housing Institute (MHI), Next Step, Clayton Homes, Cavco Industries, Champion Homes video, published on Nov 15, 2017 now has 1,433 views.

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We could scrutinize those facts in dozens of ways, but will keep it simple on a Friday evening by saying what we did shortly after they came out with their ‘big announcement.’  MHI, and those who teamed with them, missed some key points of “story telling.” 

Keep in mind that the goal here isn’t to slam those involved, rather, it is to make industry professionals step back and think. Everyone needs accountability. 

CriticismMayNotBeAgreeableButItIsNecessaryItFulfillsSameFuncationAsPainInHumanBodyItCallsAttentiontoUnhealthyStateofThingsWinstonChurchillMHProNews

Critiques, fact checks, aren’t personal. Rather, they are a professional necessity.

In business, there are metrics for accountability.

The proof  – the metrics – are measured in their respective view results.

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Get your motor running smoothly and efficiently.

Given MHI’s multi-million dollar a year budget, it is also obvious they have not put enough resources into this to move the needle. It should be noted that the Next Step/MHI video is posted on MHI’s website, and several other websites too. Ouch, ouch, ouch…

 RememberThisQuoteIrPrettyPicturesMHIndustryWillOnlyAchieveItsGoalsByResovingItsCoreIssuesLATonyKovachMHProNews

 

Amen Corner, vs. Fact and Evidence Based Reality Checks?

So why should MHPros be surprised if MHI – which they and their amen corner thumps their chest about ‘all they are doing for the industry’ – when by several objective measures, they are arguably failing.  

Keep in mind that MHI asked others to ‘spread the word’ about this video.  Sad response to their leadership, isn’t it?

ICYMI, look at the RVs vs. MH data below, and the related reports, shown below. The question readers must ask are ones like these.

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

  • Is MHI just inept at doing what they claim their agenda is?
  • Is MHI merely posturing? Play acting?
  • How do you explain the difference between what Curbed and the Verge have already done, vs. what the ‘professionals’ at the Manufactured Housing Institute have accomplished? 

MHI, care to answer?  “We Provide, You Decide.” © © ## (News, analysis and commentary.)

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

1) To sign up in seconds for our MH Industry leading emailed news updates, click here.EmailedMHProNewsHeadlineNewsDailyBusinessNews
2) To provide a News Tips and/or Commentary, click the link to the left. Please note if comments are on-or-off the record, thank you.

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

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:

Ford is Powering the “Home of the Future”

Frank Rolfe Video, Manufactured Housing Institute, Media Engagement, Context, Richard “Dick” Jennison, Manufactured Home Industry, and You

Only 3 Options – the Elephant in the Room

Ford is Powering the “Home of the Future”

August 14th, 2018 Comments off
FordIsPoweringTheVergeCurbedTheHomeOfTheFutureVideoSeriesDailyBusinessNewsMHProNews

Still from the video posted below, text graphics added by MHProNews.com.

Several years ago, early in our history, MHProNews interviewed Eddie Hicks, a veteran manufactured home community consultant. Part of the topic was product placement.

 

Fast forward to the Verge and Curbed, which have snagged Ford as the sponsor for their “Home of the Future” video series.

You’ll often notice on the top right corner of their video the Ford logo.

 

To the point of product placement, you will also note that tough, cool looking Ford truck during various outdoor scenes of the exterior views of this modular/prefab home.

This week’s episode featured shingles that are actually part of the roof. You’ll recall the MHProNews column with Steve Lefler on that topic, so technically, that’s not ‘new’ news to our readers. But what this does is reflects the direction of their storyline, their narrative.

Namely, that solar isn’t only green, with a lower carbon footprint. But solar can also be cool looking.

Notice the style of the video?

From the camera angles, to the music and more, it’s clearly geared to a younger crowd.

But factory-built housing marketers, did you notice something else?

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

This video isn’t 1 or 2 minutes, or even 30 seconds, as so many ‘video experts’ say they have to be. Instead, this video weighs in at nearly 7 minutes in duration.

We know from experience that as long as the audience is interested, they will tune in and stay tuned to videos that are 5 to 10 minutes plus in length. On a ‘heavy’ topic, like the Kevin Clayton video interview (ICYMI, that’s posted on the page, linked here), a motivated viewer will hang in for that nearly hour-long video presentation.

From the beginning, when it came to the length of a video, we asked ‘Why not?’ How many tens of millions of Americans will watch hours of TV daily?

The evidence on video length is obvious.  Cable shows, news, streaming video movies, and other programming abound.

 

The Thinking Behind the Pitch

Notice too that this video is done by the Verge and Curbed. These are specialty media – trade media – like MHProNews or MHLivingNews are.  That gives it ‘third party’ authority to the viewer.

ManufacturedHousingAssocRegulatoryReformJOINMHARRbani-200x200

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

The “Home of the Future” video itself notes that the solar array included in this home isn’t enough to power more than 60 percent of the needs of the model home. They do mention that additional solar could be added.

Notice that no mention of cost is involved?  We aren’t agreeing or disagreeing, just making an observation.

In terms of analyzing their episode, the thrust of this style of video reflects a scripted format. That can be debated. Like our “Inside MH” video series, they do an interview, a conversation.

For our Inside MH series on MHLivingNews, we leaned in the direction of an unscripted, genuine, free-flowing conversation.

The “product placement” style is all around this “Ford” powered video as they tell the story. But it isn’t just Ford.  There are other credited or placed elements revealed here too. So there are similarities between what they’re doing, and what we’ve done.

The biggest difference is budgets and sponsors – i.e.: scale, and we did it sooner on MHLivingNews than they did. But the proof of concept is similar, and their example, is a clear sign of what the world of HUD Code factory-built housing needs too.

But there is an important distinction that some in MHVille haven’t yet grasped.  For this type of campaign to be effective, it has to be more than just a fun view. The narrative has to get to the root of core issues that have dog manufactured homes, or factory-built housing.  It must lance-the-boil, or it will be merely entertainment.

IfPrettyPicturesVideosAloneWereEnoughMHIndustryWillOnlyAchieveItsGoalsByResovingItsCoreIssuesLATonyKovachMHProNews1

Learn more about the above, linked here.

We noted in the “Becoming a Standing Out Performer that those who’ve implemented some of these kinds of strategies with us have watched their results skyrocket.

Becoming a Standout Performer, Monday Morning Sales, Marketing Meeting

So this is more than just a cool or  interesting, under 7 minute video that is backed by giant Ford, that has a brief commentary.

Rather, this should be a reminder of how this can and should be achieved for MHVille.

Rephrased, this could be you and your operation’s location.

Learn more about this proven concept at the link below.

That’s this pre-dawn “News Through the Lens of Manufactured Homes, and Factory-Built Housing,” © where “We Provide, You Decide.” © ## (News, analysis and commentary.)

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

 

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Related Reports:

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

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

 

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

May 29th, 2018 Comments off

CEODonMusilli3DBuildSystemsRobotics3DPrintedHousingImminentChallengersManufacturedHomesModularHousingDailyBusinessNewsMHProNews

A revolutionary idea in home building is taking place insouthwest Florida, per Sun Coast News. and other regional media.

 

Once the foundation is poured the robot will print that structure in 18 to 24 hours,” said CEO Don Musilli, to ABC 7.

Instead of a year to build a house conventionally, Musilli and 3D Build Systems COO Deborah Hegedus believe they can cut the total build time down to a single month.

All the technology we’re working with is all bottom up. This is not technology that your grandfather used, or your father used,” Musilli told Sun Coast.

The 2 videos on this Daily Business News report bring out some similar, distinctive, and complementary facts.

3D Build Systems says they can build housing from 700 to about 2000 square feet in size.

This is similar, but on a larger scale, to the 3D printing that MHProNews previously reported is being deployed by an Austin, TX 3D builder.

 

3D Printed Home in Austin, TX Aims to Revolutionize Affordable Housing

What is often missing from reports on emerging technologies in construction are accurate estimates of pricing. Sun Coast reported an estimated price of $150,000. But what does that include? The article, and others, were silent on that point.

So MHProNews reached out to Musilli. In a series of emails, here’s what he said.

We are developing 3 typical home designs with pricing that will be put on our website within the next 20 to 30 days,” Musilli told the Daily Business News via email.

As his message suggested, there is no firm price now, but it should be noted that such pricing is often missing from others doing 3D housing printing.  To his credit, Musilli, is the first to directly address such specific questions.

We have been developing these prices and want to be fairly sure that what we present is accurate. For approximation we believe we can complete one of our homes in 1200 to 1400 sq. ft. range for around $150K,” per Musilli message.

That reply was to the MHProNews’ querry requesting a turn key, move-in ready price.

Again, we will have more data shortly,” he said.

 

Comparisons to Conventional Housing

In the Sarasota market, starter, new conventional housing ranges from $100.50 – $149.22 per square foot, according to Home Builders Pro Matcher.

So, doing the math provided by Musilli, a 1,300 square foot home for $150,000 turn-key would be $115.39 per square foot.

If they hit that target figure, that would make these 3D printed houses very competitive to mainstream site-built housing.  That said, in some ways, it could be superior, if the homes are indeed able to handle 220 mile-per-hour winds, and an 8.0 rated earthquake.

It would be surprising if they could do a turn-key finish of their models in 30 days, but even if it was completed in 60 days, it would be far faster than conventional housing.

That could be a tough competitor, perhaps even a body-blow to modular builders, if the pricing holds and as 3D housing catches on.

It could also put a pinch on some higher end HUD Code manufactured home builders too.  Manufactured housing would still be significantly less in price.

But as robotics ramps up, don’t be surprised if the pricing drops.  Note too that the new tax law, per sources, could spur robotics sales. See the infographic below.

NearFutureAutomatedProductionIncreasingDramaticallyRobotsCheaperVCapitalistDailyBusinessNewsMHProNews

 

The Wrap

The bottom line is that this is a big threat to site builders, but it is also a looming challenge to higher cost factory builders.

Nevertheless, the Google search below is accurate, then the Manufactured Housing Institute (MHI) has been mute on this topic.

3DPrintedHousingManufacturedHousingInstituteIndustryDailyBusinessNewsMHProNews

By contrast, the Modular Building Institute (MBI) has, per the search shown, has to some degree addressed this issue.

ModularBuildingInstituteMBI3DPrintedHousingDailyBusinessNewsMHProNews

MHProNews has been tracking and reporting on the emerging 3D printed housing tech for several years.

MHProNewsMHLivingNews3DPrintedHomeHousingDailyBusinessNewsMHProNews

The bottom line is that industry professionals should be mindful of these developments, and should develop responses to the challenge.

The alternative of inaction from could be problematic for hundreds of business in MHVille in a fairly short period of time. ## (News, analysis, and expert commentary.)

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

Related Reports:

Emerging Building, Construction Technologies Poised to Disrupt Housing, Developing, and More

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

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Soheyla is a managing member of LifeStyle Factory Homes, LLC, the parent company to MHProNews, and MHLivingNews.com.

 

Emerging Building, Construction Technologies Poised to Disrupt Housing, Developing, and More

May 29th, 2018 Comments off

DroneBuildingWallDailyBusinessNewsMHProNews

This 10-minute video will show you some technologies that you will be familiar with, such as 3D Printing.

 

But it will also introduce you to technologies that you may not be familiar with at all.  This new TechZone video was posted earlier in May 2018, and it already boasts over a million views.

From:

  • patio and road paving systems,
  • to tear down tech,
  • 3D printing,
  • to wall building drones,
  • robots that build walls faster than humans,
  • and more

this is a video that forward thinkers in the manufactured and modular housing industry will want to carefully digest.

We have a follow up Daily Business News report pending on a related process that is poised to launch later this year, or early in 2019.  It is a must for factory builders.  Stay tuned. ## (News, analysis, and expert commentary.)

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

Related Reports:

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

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It’s a Revolution – $300 Million Deal Inked for 1,000 PreFabs

May 17th, 2018 Comments off
RevolutioinPrecraftedLogoDesignerPrefabModularHousingDailyBusinessNewsManufacturedHomeIndustryProNewsRevolutioinPrecraftedLogoDesignerPrefabModularHousingDailyBusinessNewsManufacturedHomeIndustryProNews

One of several ‘big deals’ that Revolution Precrafted homes is working on, see the video below.

Philippine-based unicorn startup Revolution Precrafted has sealed a $300-million exclusive deal in the Caribbean for the supply of its prefabricated units,” the firm said in a release to the Daily Business News.

The initial franchise deal with NOVO Development involves the supply of at least 1,000 units in the region that would create sales revenues of as much as $300 million. Revolution Precrafted offers exclusive tie-ups in over 195 countries that allow its partners to use its designs and units for a fee of $125,000 to $2 million, depending on the size of each country’s economy,” the firm tells MHProNews.   

Bloomberg filed this video report.

An even larger deal may be pending, per sources to MHProNews.

Do the math. These aren’t cheaper, low end housing. It’s a 300k per home price tag.  Revolution – as long-time Daily Business News readers know – specializes in ‘designer’ homes by high end architects and artists.

It is another concrete example of how Asian producers are providing products to North American, Caribbean, and Latin American nations. American factory builders, this is your wake up call.  The time for lethargy is long over. “We Provide, You Decide.” © ## (News, analysis and commentary.)

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

Related Reports:

Robbie’s Revolution Precrafted’s $1.1 Billion-Dollar PreFab Project

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Soheyla is a managing member of LifeStyle Factory Homes, LLC, the parent company to MHProNews, and MHLivingNews.com.

 

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

May 4th, 2018 Comments off

McKinseyGlobalInstitueBlueprintAddressingGlobalAffordableHousingChallengePointsFactoryBuldingDailyBuisnessNewsManufacturedModularPrefabMHProNews

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.)

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

 

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Manufactured Housing Industry Headline News, Sunday Morning Review 12.25.2017 to 12.31.2017

December 31st, 2017 Comments off

SundayMorningWeeklyRecapDailyBusinessNewsMHProNewsDec24to12.31.2017On this the 7th day of Christmas, we’ll dive in below to the highlights – and countdowns – in the factory built home “Industry News, Tips, and Views Pros Can Use” ©, on dates that make up “the most wonderful time of the year.”

We will also review some of the look- ahead to 2018.

We’d like to thank you and all who have made us the manufactured home industry’s runaway number one independent news source.

We wish all a happy and prosperous new year in 2018.2018HappyNewYearnewgif

New on the Masthead

Recent Praise from Clayton to MHProNews, with C3

What’s New On MHLivingNews…

Daily Business News

Saturday 12.30.2017

Manufactured Housing Industry Tips, Documents, News-Talk; Christ, Clinton, Bush, Obama, Trump – Flashback, Fast-Forward 2018 Analysis

WhoWhatWhenWhereWhyHowPixabayDailyBusinessNewsMHProNews525

Friday 12.29.2017

Was Bill Clinton Just Wrong, or Did He Lie? MH Impact – Facts, Analysis

Was Bill Clinton Just Wrong, or Did He Lie? MH Impact – Facts, Analysis

Surprise! Partisan 2017 Ends with Disbelief, 2018 Previews – Plus MH Market Update$

 

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

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

2017 Bi-Partisan Political Cartoons in Review (Note: Insightful, Satire, Tragic, Humor…)

2017 Bi-Partisan Political Cartoons in Review (Note: Insightful, Satire, Tragic, Humor…)

Thursday 12.28.2017

 

Beyond ‘Trailers’ – Buying Modern Manufactured Homes, What Insurance Giant State Farm Got Right, Not Right – Analysis

Beyond ‘Trailers’ – Buying Modern Manufactured Homes, What Insurance Giant State Farm Got Right, Not Right – Analysis

Biggest Biz Blunders 2017, Bill Gates Top Success Tip Videos, Plus MH Market UPdate$

 

Mainstream Media Reports Rising Manufactured Home Resale Value$, Analysis

Mainstream Media Reports Rising Manufactured Home Resale Value$, Analysis

2018 Outlook-Crisis Spell$ Opportunity, Per Leonard Kiefer, Freddie Mac Data

 

Wednesday 12.27.2017

 

Latest S&P CoreLogic Case-Shiller Home Price Indices, with Manufactured Home Connections

 

Homelessness in America, and Factory-Built Housing

Homelessness in America, and Factory-Built Housing

RedFin CEO On Tax Reform Impact on Housing, Plus MH Market Update$

 

Warren Buffett, “the Moat,” Manufactured Housing, Berkshire Hathaway, Clayton Homes, 21st Mortgage, Vanderbilt, Wells Fargo, NAI…

Warren Buffett, “the Moat,” Manufactured Housing, Berkshire Hathaway, Clayton Homes, 21st Mortgage, Vanderbilt, Wells Fargo, NAI…

Manufactured Housing, 2018 – Will there be a Bipartisan Push to Enact Infrastructure Bill? MH Impact?

 

Tuesday 12.26.2017

 

Thomas: Buffett Should Buy Manufactured Home Community REIT, Plus MH Market Update$

Thomas: Buffett Should Buy Manufactured Home Community REIT, Plus MH Market Update$

Fires Burning Manufactured Housing’s Public Image? News, Review, MH Industry Impact

Fires Burning Manufactured Housing’s Public Image? News, Review, MH Industry Impact

Destinations, Manufactured Homes, the Manufactured Housing Industry, and 2018

 

C2

 

Monday 12.25.2017

 

The Paradox of Christmas

The Paradox of Christmas

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

Reports, Reflections on Media Tilt, Bias, Ignorance, and Manufactured Housing

Reports, Reflections on Media Tilt, Bias, Ignorance, and Manufactured Housing

Manufactured Housing Facts 2017, By the Numbers

Manufactured Housing Facts 2017, By the Numbers

Sunday 12.14.2017

 

Manufactured Housing Industry Headline News, Sunday Morning Review 12.17.2017 to 12.24.2017

Manufactured Housing Industry Headline News, Sunday Morning Review 12.17.2017 to 12.24.2017

 

We Provide, You Decide.” © ## (Headline news, week in review, commentary.)

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

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

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,
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Both are #1 in their categories.

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