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Over 1 Million Views in 3 Weeks! Helen’s Reality Check Reveals What’s Blowing Away Any Manufactured Home Industry Promotions

March 5th, 2019 Comments off

 

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The home has a hitch.  It’s set up on blocks.  There are wooden shims, much like those found under millions of manufactured homes.  Helen’s home is a rectangle, a box.  The deck is big, but there are plenty of those found on thousands of manufactured homes.

 

So, what is it about this video that has drawn over a million views in under 3 weeks?

Answer.  For starters, it’s not a manufactured home. It’s not a mobile home. It’s a ‘tiny house.’  The name – the branding – has clearly made a difference.

Note: that doesn’t mean that the industry should run away from the name ‘manufactured home.’  It does mean that others have defined that, and it is time to make it cool, much like tiny houses are seen as hip and cool.

 

The Video and Report Reveal Opportunity

Don’t miss a moment of the video of Helen and her tiny house, or miss a word of this report.  Why?

Because if you catch it all, you’ll likely be blown away at the superior value of a manufactured home compared to Helen’s nice, but outrageous, tiny house.

But that – WOW! You’ve got to be kidding! – will happen ONLY occur if you check it all out. Our publisher and consultant, L. A. ‘Tony’ Kovach has said that the industry needs to do three things: unbrand, rebrand, and brand. All three are needed, not just one.

When you watch the video, and you ‘step’ inside Helen’s ‘tiny house,’ the producer had a magical musical melody begin to play.

The unit itself, says the owner, is equal to a 10’x26’ feet (260 square feet, but she said that in meters).  That means it is smaller than the size of the smallest HUD Code manufactured home that regulations permit (which by code can be no smaller than 8’x40’ or 320 square feet).

 

Some points from the video to note:

1)    The video isn’t done by Helen, the home owner, it’s done by a third-party.

2)    The video is an interview and doesn’t just talk about the tiny house itself.

3)    Note too that the length of the video production – over 16 minutes – doesn’t keep people from watching this vid. While it is true that shorter videos may get more views, it’s also possibly a case of circling thinking. Videos are made shorter, because those who make them believe that’s what works, so there are more of them.  Recall that The Verge’s production called the future of housing – their modular home design and living videos series – aren’t 2, 3, or 5 minute videos either.  The Verge’s videos are heavily viewed, compared to those by the Manufactured Housing Institute, or even many done by Clayton Homes’ contracted production company.

Check out the video, if only to realize:

  • The business development principles our consultant teaches are grounded in reality, not fantasy, and have worked for those who use them.
  • What’s obvious – based upon the latest new manufactured home shipment report – is that what the industry at large and its ‘leaders’ are doing isn’t working. That’s no mean spirited, that’s just reality.  If the truth offends some, they need to deal with it.
  • Rather than industry pros and investors enabling the same mistakes, over and over, isn’t it time to do what’s proven to work for others?

Manufactured housing professionals must define themselves well, or others will define you and your operation, often to your own detriment. Tiny houses – like this one – are ‘sold’ as cool, and so people see them as ‘cool.’ This video ROMANCES this tiny house.

Manufactured home companies can do the same, with the right elements of marketing, sales, and follow up put into practice.

 

 

Sorry, big boys, but the industry is sadly failing at touting its amazing value. That’s what the drop in shipments should tell industry companies of all sizes.

Does your operation need help? Want more sales, happier customers, more referrals?  Then call ‘Tony your marketing Tiger’ at 863-324-4090, or tony@MHMSM.com. That’s “Industry News, Tips, and Views Pros Can Use” © 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.

 

 

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Clayton Homes Owned Sales Centers Reveal Surprising Trend

November 28th, 2018 Comments off

 

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

 

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

What explains the decline after Clayton Homes purchased the location?

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

 

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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.

 

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

 

 

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

 

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

 

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

 

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

 

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

 

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

 

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

 

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

 

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

 

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

 

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

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

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

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

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

NOTICE: 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.

ManufacturedHomeIndustry#1HeadlineNewsMHProNews

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:

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

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

 

September 2018 Manufactured Home Production Data Shows Slight Flatline

While Manufactured Housing Overall Rises, Some Slip Sliding Away

MH Production Holds Steady

April 4th, 2013 Comments off

The Manufactured Housing Association for Regulatory Reform (MHARR) reports  statistics from the Dept. of Housing and Urban Development (HUD) reveal production of HUD Code manufactured homes hit 4,151 units in Feb. 2013, six more than the 4,145 in Feb. 2012. Total industry production for 2013 is 3.2 percent higher than for the same period last year, 8,393 over 8,128. As MHProNews has learned, Texas continues to lead as the top shipment state, followed by Louisiana, Florida, Alabama, and North Carolina.

(Photo credit: Riley Transport)