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“What’s My Name?” What Manufactured Housing Marketers, Pros, Investors Could Learn From This Video

March 7th, 2019 Comments off


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Sadly, the mistakes being made in marketing and communications about manufactured housing are legion. The good news? That’s opportunity in disguise, says L. A. ‘Tony’ Kovach. The video below – and the firm’s results – reflect concepts that the factory-built housing industry’s professionals, marketers, and investors should ponder.

 

As the Motörhead song “Sympathy for the Devil” plays, the 2019 Acura RDX is showcased against a colorfully lit backdrop. … It is introduced as the future of Acura as it leaves a cloud of dust behind,” said iSpot.

Some years ago, Ken Rishel – an associate of one George F. (F?) Allen – publicly mused to the effect that manufactured housing ought to avoid becoming a commodity.

Say, what?

In fairness and to Rishel’s credit, for years, he’s made a brand for himself and his wife Donna in MHVille. Some of his concepts have played better with manufactured housing audiences than others. That said, with shipments falling, there’s seemingly no imminent risk of manufactured homes flying off proverbial shelves, as a desired ‘commodity’ does.  The discussion is akin to how many angels can dance on the head of the pin.

What’s been demonstrated by not only the Manufactured Housing Institute (MHI), but also by their purported masters in the Omaha-Knoxville metros, is this. They don’t seem to know – or haven’t shared even with their own teams yet – any proven method of selling en masse a most necessary – and desirable – product. It’s a product that has tens of millions of potential customers. During an affordable housing crisis, manufactured homes should be flying off the metaphorical shelves of manufactured home street retail or community-based sales centers.

The proof that the powers that be are failing? Their own relatively meek sales levels. Or the still historically low sales levels of the industry at large. Or ponder the string of marketing and product launches that Clayton has had since Berkshire bought them in 2003 that landed with a thud (think, for instance the iHouse and iHouse 2.0 – do you ever think about what happened there?).

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Ever wonder whatever happened to the Clayton iHouse? Not much, so it was quietly dropped, per sources at Clayton.

Or ponder the number of manufactured home ‘street’ retail centers Clayton Homes has closed since 2010 (some 100+), and the list could go on.

 

But that kind of analysis would be based upon the as yet unproven premise that either Omaha-Knoxville and their tool in Arlington are looking for serious growth any time soon. There is posturing to that effect, but where is the proof of that?  It certainly isn’t in the production and shipment data.

Or consider the in-depth review of MHI SVP and General Counsel, Rick Robinson, JD, provides ample cause for industry professionals to doubt their sincerity and/or capabilities for advancing the manufactured home industry into anything other than more consolidations.

After all, the industry’s been at historically low levels for over a decade.

 

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Graphic by Skyline Champion, commentary by MHProNews.

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Where’s the industry’s marketing imagination? Where the marketing élan or chutzpah?

This car commercial is far more imaginative and hipper than perhaps anything that Knoxville-Arlington have done. Is that why a lesser-known luxury car brand outsells the entire manufactured housing industry in unit volume combined?

 

 

CarSalesBase said that in 2018:

Acura imports the RLX from Japan, while its other models for the US market are locally produced in Honda’s factories in East Liberty, OH (RDX), Marysville, OH (TLX, NSX), Greensburg, IN (ILX), and Lincoln, AL (MDX),” per that source.

Acura’s video campaign has clearly been party of the increase in their unit sales. By contrast, MHI and Knoxville have presided over a year-over-year decreases in numerous markets.

 

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Knoxville, Arlington, Where’s the Beef?

By contrast, Acura is rising year-over-year (YoY), at the same period of time that manufactured homes are sinking YoY.

 

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The need for new industry leadership is becoming ever more apparent.  “If MHI was doing their job properly, and the industry were growing robustly and ethically, odds are we’d still be their members. Or if the fine folks in Knoxville where across the board successful, and where behaving in keeping with the high moral values they project, we’d be happy to support or cheer their efforts. But isn’t the mounting evidence to the contrary?  How long will the MHVille powers-that-be duck the necessary public debate over performance and results? Where I come from, smart people don’t follow so-called leaders unless they are leading others to someplace worth going to,” said Tony Kovach.

 

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

 

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

 

 

Related Reports:

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

MHI’s Growth Agenda? Rick Robinson, JD, SVP Manufactured Housing Institute, Preemption Evidence, Writ of Mandamus, and Addressing HUD Code Manufactured Home Shipment Woes

 

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In Manufactured Home Marketing, Size and Results Matter!

 

 

 

 

 

 

 

 

 

 

 

Wholesale “Hurricane Sale” Attracts Communities, Retailers, Manufactured Home Pros, Event Update

August 2nd, 2018 Comments off

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Legacy Georgia’s Hurricane Liquidation in Eatonton is going to be the biggest MH sale of the Fall,” said Casey Mack Legacy Housing Corporation in charge of Marketing | Web | Dealer Programs. “The countdown is on with less than 42 days to go!”

 

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Casey Mack.

They are running several weeks ahead of plan, Mack said, “we appreciate your [MHProNews] team’s help in getting the word out — it’s been fantastic.”

Their promotion began about 2 weeks ago.  Third-party site statistics today indicate that articles on the topic have drawn more than 8,000 hits.  Based upon feedback from the field, part of the reason may be the opportunity to get new home inventory that’s priced right and is ready to go, when other producers are several months out to get a new order.

We’re just under the half-way mark for this event, even though there’s 42 days to go. Our room block, once it is filled, we can’t get any more rooms. So those who want to stay overnight should consider acting sooner,” Mack said in reply to a follow up question from the Daily Business News.

That was part of a series of messages that came yesterday, so the count down to the big event continues.

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Gus Rodriguez, Tejas Homes.

A multi-year Legacy Housing retailer said the following, “Legacy is a partner you can grow with long term. Very good product, they have special retail financing programs, and a liberal floorplan [wholesale financing] program for their dealers too,” said Gus Rodriguez, a principal at Tejas Homes.

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The event will include their popular tiny houses – which has drawn national attention – plus single and multi-sectional HUD Code manufactured homes.

Huge New Factory-Built Home Wholesale Liquidation Event Announced

Mack added some details, saying “Our hotel room block is filling up — rooms are first come-first serve…” Additional information, to RSVP so to ensure your spot and your free hotel room can be done by clicking on the banner, below.

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To learn more about Legacy Housing, see the article linked below. The Daily Business News is told that factory tours of Legacy’s giant facility are available prior to the event. ## (News, event update, and commentary.)

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Out of millions of privately owned businesses, Legacy has been named to this prestigious list.  It’s an impressive accomplishment. 

http://www.mhpronews.com/featured-articles/july-2018/spotlight-establishing-your-own-legacy

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

 

Pros and Cons of Licensing, How Government Regulations Can Harm Job Creation

May 25th, 2017 Comments off
ProsandConsofLicensingHowGovernmentRegulationsCanHarmJobCreationcreditYouTube-postedtothedailybusinessnewsmhpronewsmhlivingnews

Does over regulation create a caption may I environment? Credit: YouTube.

In the U.S., a number of professions and businesses are regulated to varying degrees. While some are obviously necessary, others present questions – and responses – from individuals and businesses alike, who wonder if having to play the game of “captain may I?” is meant to help or hurt them.

Research from the Brookings Institute takes a look at the logic, and the lack of it in some instances, as it relates to licensing.

It is important to realize that occupational licenses are not mere state-sponsored certificates to signal that workers have completed some level of training; occupational licensing laws forbid people from practicing in their occupation without meeting state requirements,” the Institute said in a report.

If the rationale for licensing an electrician is to protect public safety, it is difficult to see what rationale supports licensing travel guides. Yet, twenty-one states require a license for travel guides. Among these, Nevada has created the highest hurdle: a person hoping to be a travel guide in that state must put in 733 days of training and shell out $1,500 for the license.”

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Credit: Brookings Institute.

Then, there’s the other side.

There can be an obvious disconnect between the strictness of licensing regulations and the potential harm to consumer safety. For example, Michigan requires 1,460 days of education and training to become an athletic trainer, but just 26 to be an emergency medical technician (EMT). In fact, across all states, interior designers, barbers, cosmetologists, and manicurists all face greater average licensing requirements than do EMTs,” said the institute.

According to the Washington Times, special-interest groups often promote state licensing to benefit themselves at the expense of entrepreneurs, small-business owners and consumers.

And, it seems that this problem has exploded.

The percentage of U.S. workers who need government permission to practice their occupation has grown from 5 percent in the 1950s to nearly 30 percent today. Studies suggest this has caused 2.8 million fewer jobs in our economy and more than $200 billion in additional annual costs for consumers.

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The Brookings Institute study shows a state-by-state breakdown of licensing and implementation. Credit: Brookings Institute.

The Times points to an instance in Oregon, where licensing requirements can be enforced in ways that are unjust, and in the case of a licensing board just downright bizarre.

Recently, an Oregon resident spoke out publicly about the timing of the traffic lights in his city after his wife received a red light camera ticket. Based on calculations he had performed, he argued that the yellow light was too short.

For his trouble, he reportedly earned a $500 ticket from the state board of engineers for “the unlicensed practice of engineering.”

 

A Look from the Manufactured Housing Industry

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Credit: Bloomberg.

As Daily Business News readers are already aware, job creation and economic growth are regularly noted in quarterly reports as a factor in manufactured housing sales. The adverse effects of regulation were pointed out in 2015, when award-winning writer Jan Hollingsworth recounted the story of the older gentleman, likely a farmer, in bib overalls who visited a manufactured home dealership in Kentucky.

After two hours of perusing the possibilities of different homes, he chose one. But when he asked the salesman for help in filling out the finance application, he was told federal regulations prevent manufactured home retailers from assisting customers. The man left, unhappy, and later found a salesman elsewhere who was willing to break the rules to provide the old farmer with what may be the house of his dreams.

The story highlights the incongruities written into the Dodd-Frank Act, and enforced by the Consumer Financial Protection Bureau (CFPB).

He wasn’t asking the salesman to do anything that a real estate agent doesn’t do every day. It just makes no sense at all,” said Barry Noffsinger, a regional manager for CU Factory Built Lending, one of the nation’s leading MH lenders.

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Barry Noffsinger, photo credit, MHProNews.

With compliance costs quadrupling in recent years for MH lenders, as Don Glisson, Jr., CEO of Triad Financial Services says, many small banks, credit unions and other MH lenders have shuttered their MH lending operations, leaving prospective buyers to rely on high interest loans, or else continue renting. ##

 

 

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RC Williams, MHProNews.

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

 

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