Archive

Posts Tagged ‘New Durham Estates’

7 Surprising Keys to Unlock Manufactured Housing Industry Sales Success

June 2nd, 2018 Comments off
7SurprisingKesytoUnlockManufacturedHousingIndustrySalesSuccess

Man in a straitjacket.

Scientia potentia est,” is Latin that is commonly translated as Knowledge is Power, but it is more accurately translated into English as Knowledge is Potential Power.

 

All Knowledge comes from one of two sources, your own experiences, or insights learned from the experiences of others. There are no exceptions.

Even those who with millions of others believe in infused Knowledge from a Supreme Being – God – they must also admit that God is the Ultimate Other.  So all knowledge comes from your own experiences, and/or from the experiences of others.

Experiential knowledge requires several things, including trials – as in trial and error – time, talent, some degree of treasure, temperance, and an openness to the truth. Those are the 7 Ts.

Those who are closed minded for any reason can not advance until their mind is unlocked.

The close-minded can include those who hold to a false belief that they think they know something, which may be partially or completely untrue.

Proof?

Surveys and statistics alike prove that manufactured housing is widely misunderstood. So, the obvious solution to misunderstanding is education.

Knowledge must first be acquired by someone – and then by applying the 7 tools of Time, Talent, Treasure, Trials, Trust, Temperance, and Truth – that knowledge must be repeatedly shared with others.

7TsTimeTalentTresureTrialsTrustTemperanceTruthManufacturedHousingProfessionalPuzzlePiecesMHProNews_001

That in a nutshell is the 7 keys to professional, location, company or industry success.

Let’s elaborate.

An internal and external education campaign at the location level (vs. national) are fundamental essentials for sustainable professional success. That’s true in any profession, but perhaps particularly so for manufactured housing. Why? Precisely because manufactured housing is misunderstood.

Misunderstanding is an opportunity in disguise. Its an opportunity in disguise for professionals and investors that most Americans misunderstand manufactured housing.

PEPProtectEducatePromoteUnlockingMindsKeyToAdvancementMHProNews

Millions every year are looking for housing. Zillow and other research reveals that only a tiny fraction of shoppers even consider a manufactured home. Industry statistics shown that only a tiny fraction of those who consider a manufactured home actually buy one. That’s both tragic, but also an opportunity in disguise. Education is part of how that opportunity must be tapped, and that is done at the location or market level. This is why those who think ‘national campaign’ misunderstand the realities of manufactured housing today.

So, the person, location or operation that opens their mind to learning and applying the elements of industry success can and will thrive, period.

Misinformation is costly. Accurate information – the Truth, or Knowledge are vital ingredients to individual, location, or industry success.

IfPrettyPicturesVideosAloneWereEnoughMHIndustryWillOnlyAchieveItsGoalsByResovingItsCoreIssuesLATonyKovachMHProNews1

The quote below about 3D, video or great websites is demonstrably true.

Want proof?

What follows is not meant to be a slam against MHVillage, nor against anyone else.  It is a look at the cold, hard facts. It is necessary to point out that however impressive their total sales are, however, their own statistics are clear evidence of what ails manufactured housing. For more click here, but you can read on or circle back later for details.

MHVillageLogoDataStatisticsManufacturedHousingINdustryDailyBusinessNewsMHproNews600

While impressive on one level, their data and statistics are alarming when carefully examined.  But they are also an opportunity in disguise, as they point to the absolute need for the correct types of education.

It was utterly predictable that some great looking videos or websites would not result in big leaps in sales. We won’t mention the names of any ‘great looking’ websites, so that no one will misinterpret or misunderstand the point.

First, let’s clearly state that of course a good looking site is better than a bad looking one.

But go back to the vital first quote/graphic above.  If looks alone sold more homes, manufactured homes would be 5 to 10 times – or more – their current sales levels in most markets across the country.  This we know from experiences on our consulting-professional services side. But we also know this from our MHProNews research and reports.

 

EarthFromSpaceSBManufacturedHousingIndustryDailyBusinessNewsMHProNews

Global, historic, and local manufactured housing market perspectives are important for progress in local market selling.

 

Flat Earth Thinking

An industry colleague was laughing with delight to a line in a drafted article that has not yet been published. The article included an analogy to Flat Earth Thinking.

Recall that some 5 or more centuries ago, there where millions who mistakenly believed that the earth was flat.

It took knowledge, experience and the 7Ts to change that false belief in flat earth thinking. You might still find some flat earth believers, but images like that satellite photo above, coupled with the experience of the horizon, ought to be sufficient to prove that the earth is a sphere.

Those who buy a manufactured home believe it is a useful, and achievable solution for their housing needs. Period. Those buyers may or may not believe that a manufactured home is a perfect solution, or even their preferred solution.  They only have to believe it works for them, and will prove useful for some period of time.

The clear answer to selling more manufactured homes is thus discovered to be helping more people see the potential value to them in ownership of a manufactured home. It is in helping more people understand the value proposition. It is helping home shoppers and others grasp that a manufactured home can be a good or even superior option. Period. Full stop.

UnzipLookingForUsUnlockedMindHowCanWeHelpThemSeeManufacturedHOusingINdustryDailyBsuinessNewsMHproHNEws

All of the above and what follows may seem to some as stating the obvious.

It should be obvious that defining your business, profession, and the industry at large are part of the surprising keys to success.  It is all part of “Scientia potentia est,” of Knowledge is Potential Power, and the correct understanding and application of the 7Ts.

 

Small vs. Big Business? The Surprising Facts and Insights 

There is a paradox in business and industry, manufactured housing or any other profession. It’s this. Virtually all big businesses begin as small businesses.

Not all small businesses aspire to become a big business. That’s fine. There are successful one location communities, retailers, producers, lenders, installers, transporters, legal, and other professionals.

Among the law firms we’ve had extensive communications and discussions with is an operation that began as a single location.  That law firm has spread over time into a regional – some might say, national – powerhouse in their specialized fields.

But there are tremendous businesses within our industry that have one and only one central location. There are attorneys we know who are “one-lawyer shops,” that do a terrific job.

Similarly, there are HUD Code manufactured home producers, for another example, that have only plant, one location. They may ship manufactured and modular homes into a dozen or more states, but they do so from a single base of operations. When something has worked profitably and with happy customers for decades, that’s a good proof of concept.

 

Big Business ISN’T Automatically Bad Business

Some readers who skim MHProNews may have the false impression that we are opposed to big business. For thoughtful, careful readers, reflection or a review of the search boxes would reveal that to be untrue.  ‘Big business is bad business’ has literally never been said by any MHProNews parent company team member.

We are editorially opposed to monopolistic or any unethical practices on principleBut a business can be large and not be monopolistic.

A business can be large, and ethical.

It’s unethical practices that we oppose on principle, and because it is harmful to the industry at large, as well as the public.  That includes, but is not limited to, opposition on principle of any monopolistic enterprises or organizations.  Some argue that certain public utilities ought to be a monopoly, set that debate aside. We’re briefly focusing on normal, private businesses. In England, they consider that something may be a monopoly when a private enterprise approaches 25 percent market share.  The U.S. at present has no similar line, but shouldn’t Americans have that limit?

 

The Paradox – Innovation and Small Business vs. Big Business

Small businesses or individuals are often where innovations are found. Who says?

That’s what research by the Small Business Administration (SBA) states, “small businesses are more efficient at innovation.”  We could point to specific manufactured housing operations that have many times more people – and far bigger budgets – than we do.  But they have demonstrably less engagement, and lower conversion ratios than we our clients of ours have experienced.  Does someone want to spend more, and have lower results?  Or is it better to spend less, and have greater results?

Big business become and stay large due to Systems that are learned, taught, and followed.

It’s essential to have Systems in any successful business. If a larger enterprise is to be sustainable and successful, then it must learn and enforce standards – Systems, Policies, and Procedures – that are proven to work.

Thus, a large business – because of systems that an organization holds too closely to – can become a straitjacket. Straitjackets, by their nature, stifle innovation.

StraitjacketWikipediaManufacturedHousingIndustryDailyBusinessNewsMHProNews546

For example. On the consulting and professional services side of our operation, we studied a location that had multiple sales people.  One of them – an individual sales person – wanted to focus on selling a single model of home. The location owner allowed it.

For clarity. Yes, 1 man, sold only 1 floorplan of home, made by a single builder.  Let’s note, this was their test, not ours. We were hired for a variety of other reasons, but one was to monitor and evaluate their test.

That sales professional made it his specialty to sell that one – and only one – particular model and floorplan.  He would not sell any other model or floorplan. He was good at it. He was personally successful at it.

But before and after evaluating it, this wasn’t a practice we would generally recommend. While it contributed to the sales of the location that conducted the test, if everyone there had done the same thing, the location could have rapidly failed for reasons too lengthy to go into here. That one-model-selling-salesperson took a useful concept – specialized knowledge – to an extreme.

That said, it was a fascinating study. And that one person personally sold more homes than many of his peers did, but not for the reasons some may think.

Part of that example is that it was a one-location “street retailer.”  They were testing, and trying to innovate.  They learned from the experiment.

That’s evidence of how all knowledge comes from experiences. It is also an example of how innovation often comes from smaller companies.  Experiences can be obtained by trial and error.  Knowledge can be obtained from others. Knowledge can come from observation, from reading, from conversations, from formal instruction, and so on.  It can come from testing – trials – of a concept.

From the combination of years of reporting, interviews, training, services, and consulting, we’ve been privileged to witness and gather together perhaps the most significant body of marketing and sales knowledge the industry has ever had.

Those insights turn are useful in converting more lookers, video viewers and website surfers into buyers.

 

The 7Ts of Time, Talent, Treasure, Trials, Trust, Temperance, and Truth

The word ‘trust,’ can be understood in a variety of ways.

That includes the notion that trust is related to what sometimes is described as earned confidence.

Motivation comes from confidence. Momentum comes from appropriate levels of the 7Ts, including sufficient commitments. This point about trust and momentum are obliquely made by the builder-president in a speech he gave.  In the video below, President Donald J. Trump surprisingly included a talk about a factory-home builder he knew.

 

Donald Trump Video-Recorded Speech that Singled Out a Factory Builder

When the president spoke about this builder, he was making a specific point about momentum.

But indirectly, he confirmed several other points this article is sharing. There are many things needed for success, Operation Breakthrough identified, using different terms, various keys to success. The video below isn’t essential to our point today, but it is useful and interesting for those who have about 8 minutes.

Trust isn’t an island. Life requires balance. It is imbalance that always, ultimately always, causes problems.

Unwillingness to see an imbalance, a refusal to accept what is true, is often at the core of faults and failures.

Some reading is obviously better than no reading/research for the typical owner, professional, and manager. But the minimum should be 1-2 hours a daily. Investors, note this is a success tip by Warren Buffett that’s ethical and can be done by almost anyone.  Buffett reads and researches 5 to 6 hours on a typical day.

For example, the most talented man or woman in the world can experience a failed marriage. This analogy-by-example isn’t meant judgmentally, like other examples, this one is purely clinical. The causes of a failed marriage can be many. But at the core, it’s a lack of commitment or deception by one or both parties to the union of that marriage that often results in its failing. That’s an analogy to learning, and success. A commitment must be made to learning.

Deception can’t be the basis for trust or sustainable success.  By the way, there’s a distinction between deception and timing.  You may want to tell your spouse about a gift on the date of the occasion, not before.  That’s a timing issue, not deception.

A wishy-washy commitment, or one based upon deception, is no commitment at all.

Temperance is another word for balance or moderation. The opposite of gluttony is temperance. If someone eats too much, and burns too few calories, they gain weight. It’s utterly predictable.

In business, the greed for having it all – for crushing or destroying competitors – is moderated by temperance.

Free enterprise is good. Capitalism taken to the extremes of crony capitalism, vulture capitalism, or monopolistic capitalism, those extremes are to be moderated or halted. Temperance can also be an adjunct to ethics. Fairness. Equity. Justice. Those are qualities that are kindred spirits to temperance or moderated behavior. We’ve previously noted on MHProNews the twin principles of solidarity, and subsidiarity. They are necessary principles in successful family, business, in society. and government.

Just as the demonstrable goodness of free enterprise can be taken or twisted into an extreme – such as vulture or monopolistic capitalism – so too the goodness represented by manufactured homes can be taken to an extreme. Some lack sufficient commitment to the industry. Others demand too much, which absent temperance, becomes destructive.

It isn’t meant as a per se slam against the industry’s “biggest boys” to say that to various degrees they may demonstrably lack the balanced 7 keys to sustainable success.

For example, if any of the big three in manufactured housing production understood – profoundly grasped and made a genuine commitment to the 7Ts – they would be selling several times their current numbers of homes.

The proof is history. There were times in manufactured housing history – for example, in 1998 – when either one of the top two producers that year outsold the entire production of our industry in 2009.  Yes, there was easy money then, but beyond that, there were principles followed in 1998 that are not being applied today.  There was arguably higher demand then, and a better understanding by many, for manufactured homes.  The reasons?  The 7Ts.

On the Manufactured Home Communities (MHC) side.  If more communities deeply understood the value proposition answers that shoppers are looking for, then their home sales would be soaring. Rentals of homes in land-lease manufactured home communities (MHC) are demonstrably profitable. Ask any of the MHC REITs who are doing it successfully. That’s a given.

But in renting homes, haven’t some lost the mojo for selling more owner-occupied homes? Equity Lifestyle Properties Chairman Sam Zell has publicly said that renting manufactured homes must be kept marginal.  The business model changes too much when there are too many rentals.

94percentcreditapprovalNARMHVillageLowConversionratiosDailyBuisnessNewsMHProNewsConsumers are looking for very specific answers to questions before they will buy a manufactured home, vs. rent one.  Look at the conversion rates of renters to buyers.  Useful?  Yes.

But is renting first the ideal sales tool?  Hardly. Rather, renting is a useful, profitable debatably a short-term fix.

Home shoppers often don’t realize they are looking for certain answers, but they are.

So, the marketing and sales process must account for that reality.

That in turn means that the educational process of sales professionals must include that understanding.  That means industry sales pros must be instructed – educated – in order to successfully engage with more people, especially well-qualified buyers.

Thus, the marketing and sales process must accomplish consumer education. Education of consumers can’t just be a mere recital of construction facts, nor can it be just pretty pictures, 3D tours or even gorgeous videos.

Construction facts are only useful in specific cases, with certain types of buyers. If a laundry list of construction facts alone would sell more homes, a location or the industry would be selling many times more homes.

The opportunity in disguise for manufactured housing is that for millions of Americans, manufactured homes are the wildly misunderstood solution for the affordable housing crisis.  Applying these lessons in a local market, at the location level, using the 7Ts – are keys to sustainable success.

Note, the video that follows was an operation that struggled to sell any new homes, and for years sold mostly older, used homes.  Their operation was totally changed.  There were many factors.  Among them, they changed their mind-set and methods, and learning to apply the principles of the 7Ts.

 

 

So, at the heart of all sustainable success are the 7Ts.  Back in the go-go-days 20 years ago, Palm Harbor and Oakwood were 2 vertically integrated companies that arguably were among those which utilized marketing and sales processes that were not sustainable.  Palm Harbor and Oakwood were strong for a time, but faded.  During that time, we could and did work with retailers nearby one of their locations, and show them how to outsell them, and have happier customers who referred their friends.

Understanding and a proper application of those 7Ts yields sustainable, professional success.  BTW – for clarity – the videos are just part of the process, they are by no means the entire process.  Videos that inform consumers – and professionals – are part of the puzzle, but videos alone are not every piece of the puzzle.

Understanding what the actual concerns and solutions for consumers is a must.  Failing to understand and address their needs are thus the road-block to increased manufactured housing sales.

A careful viewing of the videos in this column relate essential facts. They are among several proofs that most investors and professionals in our industry fail to grasp.  Most simply don’t see just how amazing the opportunities are today.

Scientia potentia est,” knowledge is potential power. Knowledge requires education.

By the way, there are hundreds of possible styles of videos. The one below is but one example of a different type of video, to make the point about various styles available.  You’ll find a ton of fancy videos out there, often made by high dollar production companies.  But even if a video has hundreds of thousands of views, when you notice that there are a very low ratio of views-to-sales, what does that tell you?

Sustainable success requires an application of the 7Ts.

The videos on this page are examples of elements that prove the points of the value of the 7Ts.

We Provide, You Decide.” © ## (News, analysis, and commentary.)

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

Related Reports:

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

NAR’s Lawrence Yun Raises Alarm for New Housing Crisis, MH Import?

GSE Asked: Will Manufactured Housing Overtake Conventional Homebuilding?

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

Two Great Laws Already on the Books NOW,  Can Unlock Billion$ Annually for Manufactured Housing Industry Businesse$, Investor$

Smoking Gun 3 – Warren Buffett, Kevin Clayton, Clayton Homes, 21st Mortgage Corp Tim Williams – Manufactured Home Lending, Sales Grab?

HUD’s New Man, Officials Statements, with Insider Info Beyond the Media Releases

Greener, Stylish Manufactured Homes – Hidden Facts in the Washington Post Manufactured Housing Narrative

MHI Lender Shakes Up DTS and MLO Rule Discussions

Progressive “Nation” Reports on Monopolies Cites Buffett, Clayton, Others – MH Industry Impact?

‘Tip of Iceberg’ – Rick Rand; Marty Lavin, Communities have ‘No Confidence’ in Manufactured Housing Institute, New National Trade Group Announced

ConfidentialNewsTipsOKTipsIreportMHNews@MHMSM-comGraphic

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.

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

LATonyKovach-QuestioningNYSAAteam-NewYorkHousingAssociation-MHProNews-com-PhotoCreditMarkSimon-250x167

L. A. “Tony” Kovach, photo by Mark Simon, shows Kovach engaging with SAAs in NY.

By L. A. Tony’ Kovach, publisher of MHProNews.com.
Tony is the award-winning managing member of LifeStyle Factory Homes, LLC, the parent company to MHProNews, and MHLivingNews.com.

 

Publisher Rebuked! Doubting Doctor, Skeptic Stunned!

April 18th, 2017 Comments off

ASharpRebukeLindseyJohnBostickStanPoseyMickeyDickEnnisDrHeatherShortStanDyeManufacturedHomeLivingNewsIn the latest episode of the popular Inside MH Road Show series, a doubting doctor and a real estate professional are among those featured in the interviews.

The manufactured housing industry often – and understandably – touts to lawmakers and public officials that the industry provides safe, quality housing for people of low income. Given the growing affordable housing crisis, that makes sense.

As award-winning manufactured home retailer Stan Dye has said, the industry has always served that niche, and should continue to do so.

StanDyeStarHomesCullmanALSunshineHomesRetailerPostedDailyBusinessNewsManufacturedHomeIndustryMHProNews

Stan Dye, Star Homes, Cullman AL. Photo credit, still from Inside MH Road Show video.

But Dye points out that most of their location’s buyers have previously owned a site-built house.  The entry level VOG (vinyl over gypsum) isn’t what those upscale shoppers are looking for; qualified buyers usually want a home that looks residential. 

As several recent reports have highlighted, there are trillions of dollars in opportunities for providing homes to those in the middle and upper classes.  While a VOG style house might be selected by that demographic group, the far likelier option is for well-qualified home seekers to purchase a residential style manufactured home.

Want to watch the publisher get rebuked?  Want to see what the skeptical doctor had to say? The latest episode of the Inside MH Road Show is linked here. ##

Image credit is as shown above.

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

Zillow Group Study Reveals Trillions in Manufactured Housing Industry Opportunities

April 11th, 2017 Comments off
TrillionsInUSAffordableHousingNeeded

When you do the math from the recent Zillow study, and compare it to data from NAHB or NAR, there are trillions of dollars in affordable housing demand – and thus opportunities – in the next few years. Taxpayer subsidized housing programs won’t be able to cover that cost, but the proper approaches for using modern manufactured housing could.  Graphic credit, MHProNews.com/GraphicStock.

When life hands you lemons, make lemonade.

When the Zillow Group’s ™ recent survey of Consumer Homebuyer Trends tells you 92% of Americans aren’t considering a manufactured home – and only half of those who ponder manufactured housing actually purchase one – consider it a multi-million-dollar opportunity in your professional back yard.

Nationally, that means trillions of dollars in opportunities gaping before the HUD Code manufactured home industry in the next five years.

rcwilliams-writer75x75manufacturedhousingindustrymhpronews

RC Williams.

Recent reports by RC Williams on the Daily Business News point to the reality that entry-level housing sales reported by the National Association of Home Builders – and from the National Association of Realtors – documents the fact that sales are actually slipping under the $250,000 price point.

The cause isn’t lack of demand.

Rather, there’s not enough existing home inventory – or new builder inventory – at those price levels. That can results in bidding wars from buyers. It also means there are markets where there may be more real estate agents than there are houses for sale under $250,000.

Proof Tapping the Demand Can Be Done

TomFathNewDurhamEstates-ManufacturedHousingIndustryManufacturedHomeCommunity-IndustryVoices-MHProNews-

Tom Fath.

The case study linked below with millennial and third generation industry professional, Tom Fath, documents how that ‘yawn of the consumer market’ towards manufactured housing can be turned into demand yielding more well-qualified credit and cash customers. Their operation is growing at triple-digits annually – to understand how they’re tapping the market, see the video interview, linked here.

BarryNoffsingerCreditMHProNews-

Barry Noffsinger, photo credit, MHProNews. See Doing Good Pays, at this link here

A panel of manufactured home industry lenders – compromised of Credit Human’s Barry Noffsinger, Triad Financial Services’ Don Sharp, and Cascade Financials’ Mike Jones – confirmed to industry professionals at the 2017 Tunica Manufactured Housing Show that there’s a huge market, and some in the industry are successfully tapping into it.

But much more is possible.

MH Industry Leaders Believe It Can Happen

M.Mark.WeissJDPresidentCEOMHARRManufacturedHousingAssociationforRegulatorReform-creditManufacturedHousingIndustryDailyBusinessNewsMHProNewsMHARR’s President and CEO, M. Mark Weiss, JD, has told MHProNews that hundreds of thousands of manufactured homes could be sold annually, in a responsible and sustainable way.

sam-landy-ceo-umh-posted-manufactured-housing-industry-communities-retailing-postedDailyBusinessNews-MHProNews-

Sam Landy, UMH President and CEO.

High-flying UMH Properties President and CEO, Sam Landy, JD, has likewise told the industry that hundreds of thousands of new manufactured home sales annually could become the industry’s new reality – if regulators in Washington, DC get out of the way – and allow the industry and private investors to do their jobs.

Sunshine Homes owner and president, John Bostick has pointed out that factory home building in Japan – “the land of engineers” – is commonplace there.

Bostick also said that an operation like his could successfully double production in about 60 days, while maintaining high quality and

JohnBostickSunshineHomesRedBayALmanufacturedHomeLivingNews-MHProNews-

John Bostick, president, Sunshine Homes, Red Bay, AL. For A Cup of Coffee with…John Bostick, click here.

customer satisfaction, hallmarks of his A+ BBB rated firm.

Bostick’s statements are noteworthy, because their firm is already growing at about double the pace of the industry at large. To learn more, click here.

HUD – Holdup or Partner?

DrCarsonInvitedTransformHUDManufacturedHomesEndorsingDonaldTrump-ManufacturedHousingIndustryDailyBusinessNewsMHProNews-Dr. Ben Carson,     President Donald Trump’s hand-picked Secretary for HUD, has signaled he sees the value of manufactured homes,” said manufactured home industry trade publisher, marketing and sales consultant, L. A. ‘Tony’ Kovach.

Dr. Carson has also said he sees the value of public-private partnerships. Vice President Mike Pence said the Trump Administration willenforce the law.” Kovach said, “All that sounds promising. Will the necessary changes be made at HUD to ‘drain the swamp’ of the manufactured housing program, so the industry and free markets can do its job?”

Doing so would create tens-to-hundreds of thousands of good jobs annually as new manufactured home shipments rise.  That in turn would reduce poverty, help inner cities, cut government deficits, while easing government subsidized housing challenges, Kovach and others say. To learn more, see link here.

HUD’s Swamp…

pam-danner-hud-code-manufactured-housing-program-administrator-mhi-2014-summer-meeting-indianapolis-in-alexander-hotel-(c)2014-mhpronews-com-

Pam Danner, JD, HUD Code Manufactured Housing Program Administrator, credit, MHProNews

Kovach explained that Pam Danner, JD, isn’t the only fly-in-the-ointment there. According to what informed sources with years of ties to the HUD Code manufactured home program tell MHProNews, there are other internal road blocks at the federal housing agency.

For example, “Sources within tell us that HUD’s legal counsel has for years taken a position the polar opposite of what the Manufactured Housing Improvement Act of 2000 requires,” said Kovach.

l_a_tony_kovach__mhlivingnews__credit

L. A. “Tony’ Kovach.

Meanwhile, NIMBY, BANANA, and zoning officials – who are either ignorant, or who deliberately ignore federal law – are contributing factors causing the affordable housing crisis.”

The acronym NIMBY means “Not In My Back Yard,” while BANANA means “Build Absolutely Nothing Anywhere Near Anything.”

The Daily Business News has tracked the various issues within and outside of manufactured housing for years, all of which are slowing the industry’s obvious ability to be the solution to a crisis that subsidized housing tax dollars alone can never hope to solve.

Real estate agents, conventional house builders, local or state public officials, investors, Dr. Carson and the Trump Administration – all of these are potential allies for manufactured housing,” Kovach said. “As more forward-looking MH Industry professionals take the needed steps, the potential to tap into trillions of dollars in opportunities in the next 5 years grows.”

We know the roadmap! How many more industry pros will commit to the necessary steps to program, chart and follow the course?”

ZillowGroupHousingTrendsReportManufacturedHomeLivingNewsLakelandListing

Using the Lakeland, FL Metro average of $106 per square foot, the $54.42 per sq ft for the home listed on Zillow on the collage above is a bargain. Image credits and data on the right, Zillow, and are shown under fair use guidelines. Image credit of the woman at the left, MHLivingNews/GraphicStock.

A Deep Dive Into Consumer Housing Desires

The first look at the Zillow Group’s ™ insightful report – including added insights from Noffsinger – along with a video of a couple who were previously skeptical of “trailers,” owned a conventional house – and who now proudly own a manufactured home – are all linked here. ##

(Image credits are as shown above.)

SoheylaKovachManufacturedHomeLivingNewsManufacturedHousingIndustryDailyBusinessNewsMHProNews-Related – Should HUD Secretary, Dr. Ben Carson, have the MH Program follow the law, and enforce preemption?

Submitted by Soheyla Kovach to the Daily Business News on MHProNews.com.

Tunica Forecast—Terrific for Growth

March 27th, 2017 Comments off

The doors Spring open at the Tunica Manufactured Home Show Tuesday, March 28 at 12:45 PM as attendees are greeted by SCMHI executives.

Frank Rolfe, credit:MHProNews

Seminars kick off promptly at 1:00 PM as Frank Rolfe, one of today’s most publicized personalities in the world of manufactured housing, sparks the Getting Positive Media Coverage, Engaging the Media panel discussion. A successful partner in Mobile Home University and RV Horizons, Rolfe has been featured in The New York Times and Bloomberg.

Joining him on the panel will be Tom Fath, a partner in New Durham Estates, and while a bit more low key than Rolfe, he and his family have nevertheless realized a 400 percent growth in new home sales.

 

Tom Fath, credit: MHProNews

From 2:30 to 3:30 PM, 30-year + industry veteran, L. A. “Tony” Kovach, publisher of MHLivingNews and MHProNews, will lead a seminar on Attract and Sell more Qualified Customers by Engaging the Public through the Media. With articles and interviews published in numerous mainstream media, including the Chicago Sun Times NewsGroup and The Hill, Kovach will share facts, figures, tips and other strategies to increase your bottom line via positive media.

L. A. “Tony” Kovach, credit:MHProNews

Q and A will follow both presentations.             

From 3:40 to 5:00 PM Leading Manufactured Home Industry Lenders will present their strategies on attracting and selling more well qualified customers—both chattel and home/land– in a wide-ranging panel discussion, with updates on programs that you may not know about.

All seminars will be held in the Magnolia Room at the Resorts Casino.

http://tunicashow.com/

(Image credits are as shown above.)

 

Submitted by Matthew J. Silver to the Daily Business News for MHProNews.

 

 

 

Manufactured/Modular Home Retailer Grabs Positive Local Media Coverage

September 24th, 2016 Comments off

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

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

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

anacapahomes-vcstar-postedmanufacturedhousingindustrydailybusinessnews-mhpronews

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

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

anacapahomesnowoffersskylineresidences-postedmanufacturedhousingindustrydailybusinessnews-mhpronews

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

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

Making the Experience & Reality Match the Message

venturacaanacapahomes-postedmanufacturedhousingindustrydailybusinessnewsmhpronews

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

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

tomfathnewdurhamestateswestvillein-postedmanufacturedhousingindustrydailybusinessnewsmhpronews

Tom Fath, New Durham Estates.

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

 

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

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

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

communitycontroversyheritagevillagebeavertonor-mhlivingnews_660x468-660x330

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

Projecting Manufacturd Home Postives, While Reframing Negative Sterotypes

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

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

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

(Image credits are as shown above.)

rcwilliams-writer75x75manufacturedhousingindustrymhpronews

RC WIlliams, for Daily Business News, MHProNews.

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

 

 

 

New Durham Estates to Hold Open House

March 2nd, 2016 Comments off

new_durham_estates_westville_inThe New Durham Estates manufactured home community (MHC) in Westville, Indiana will hold their annual open house and community-wide yard sale on Fri. and Sat., June 3 and June 4, from 9-5 PM, as michigancitylaporte informs MHProNews.

Visitors are invited to see the pre-owned and new manufactured homes, tour the community and indulge in a hot dog, chips and soda for only one dollar. Proceeds help support the Clever Country Clovers 4-H Club.

New Durham was featured in the Inside MH Road Show video interviews by MHLivingNews and MHProNews publisher L. A. “Tony” Kovach. For the report and video, please click here. ##

(Photo credit: michigancitylaporte–New Durham Estates MHC in Westville, IN)

matthew-silver-daily-business-news-mhpronews-comArticle submitted by Matthew J. Silver to Daily Business News-MHProNews.

NIPSCO Energy Program Saves MH Owners on Utilities

August 26th, 2015 Comments off

northern_indiana_public_service_companyThe Northern Indiana Public Service Company (NIPSCO) is offering a free Manufactured Home Weatherization Program to its residential natural gas and electric customers residing in a manufactured home. For better comfort and smaller energy bills, the upgrades a representatives can install include programmable thermostats, showerheads, faucet aerators, duct sealing, CFL lightbulbs and other energy-saving items.

Tom Fath at New Durham Estates in Westville, IN tells MHProNews that perhaps half of their residents have already taken advantage of the program.

The program runs through Dec. 15, 2015. Appointments are scheduled on a first-come, first-served basis, and will continue as long as funding is available. ##

(Image credit: Northern Indiana Public Service Co.)

matthew-silver-daily-business-news-mhpronews-comArticle submitted by Matthew J. Silver to Daily Business News-MHProNews.