Posts Tagged ‘Scholastica Cororaton’

Key to Unlocking Door for More Manufactured Home Sales, Professor Lisa Tyler’s Valuable Research

May 31st, 2019 Comments off



Let’s begin with a factoid from Zillow. Only eight percent – 8% – of housing shoppers consider a manufactured home. To the savvy marketer, investor, or other industry professionals — that is the challenge and the opportunity in disguise.


Turned on it’s head, accepting Zillow’s data means that 92 percent of the population isn’t even thinking about living in a manufactured home. Stating the obvious can bring clarity. Keep in mind that every retail sale is a local sale. A home sold at retail is going to a specific home site, or into a specific lot, or to a specific piece of property or land-lease community.


Only 8 percent of housing shoppers considered a mobile or manufactured home, and many of those did not buy one. That’s both a challenge, but also an opportunity in disguise for those who have a sales and marketing system that deals with that reality. This graphic makes several points that savvy manufactured housing marketing and sales agents must be aware of, and include as part of an integrated marketing and sales plan.


So, to increase sales, one doesn’t have to convince the nation or the world that manufactured homes are better than is generally believed.  Rather, what must be accomplished is convince more people in a specific market area that manufactured homes are the best kept secret in affordable housing.

Hold those thoughts.

At its core, the above is an educational process. But it is a specific kind of education that can very much relate to marketing and selling. Hold those thoughts too, because we will return to them soon.

Rephrased, Manufactured Homes are misunderstood. Marketers, sales professionals, brokers, managers, and business owners must grapple with that reality.

The reasons for the misunderstandings are relevant, but we will leap over that for now, and point to Lisa Tyler, Ph.D., and the thesis of her important doctoral dissertation, entitled “Examining Community Attitudes Toward Manufactured Housing.”

For an article like this, one must drill down to core concepts. Let’s zero in on this gem from Professor Tyler. “Despite evidence that disproved misconceptions…negative stereotypes continued to influence local governments to impose regulatory restrictions on this type of [manufactured, factory-built] housing.”

Keep in mind that in order to obtain a Ph.D – the highest academic degree in her field – there are certain standards that must be met. Tyler had to go through peer reviewed examination, and the work she cited had to have occurred within five years of the time she produced her doctoral dissertation. That too had to be peer reviewed research.

Put differently, now Dr. Tyler wasn’t just a giving a bunch of nice sounding opinions.

That’s precisely what someone wants that is trying to debunk myths or mistaken notions.  It is third party information that millions of Americans need to be exposed to, or in the case of most independent professionals, thousands of people in your market(s) have to be effectively exposed to a process that ‘educates’ them as part of engaging them.


Cui Bono? Who Benefits?

People benefit or not from information. People can also benefit or not from misinformation. As a top executive in manufactured housing told this writer, “I’m ready for infowars.”

Beliefs don’t exist in a vacuum. Beliefs are formed one story at a time, until a picture emerges in someone’s mind. While some people have the background, training, or mental discipline to question commonly held thinking, not all do. That’s not a slam on those who don’t. Rather, that’s yet another opportunity in disguise.  What others in your area are unwilling to do – if you and your team do it – can honorably set you apart.

As an owner, manager, leasing, or sales professional, your primary concern is the reality of your business, and the market(s) your business serves. You want more of that 92 percent who don’t think about manufactured homes to do exactly that, and to do that with you at your location(s).

Consider the following.

Your prospective customer, in order to complete a sale must meet a few conditions.

  • They have to have the economic and financial ability to buy.
  • They have to have the willingness to buy.
  • They have to be able to explain their purchase in a satisfactory way to their friends and neighbors.

There is more. But those are essentials.  A Clayton Homes professional told MHProNews that cancellations of deals after they are started is a significant issue.  Clayton isn’t alone in that, “buyers remorse” happens to others too.

There are a variety of ways to summarize learning. My friend, author, and colleague Tim Connors, CSP, summed up sales and marketing education with these 4 phases.

  • Awareness.
  • Understanding.
  • Integration.
  • Mastery.

A front line sales person may be aware of some idea – this article, for instance – can be the start of awareness. But awareness of issues and opportunities without a deeper understanding, an integrated method for taking a shopper from skepticism to enthusiastic buyer, and that must be done enough to eventually master the method.

Is Connor alone in that thinking? Hardly.

Consider what Barry Noffsinger said to sum that up in the acronym, ADKAR.




Zig Ziglar believed something similar too. That’s why he stressed that hearing something once was not enough. Ziglar believed that motivation and training had to be routinely done to be enduring.



After years of research and real world experience, we’ve learned that properly educating – coaching, training – a sales team member or front-line manager is motivational. Rephrased, it’s not about merely emotional cheerleading. Rather, we provide the instruction that yields the confidence that allows the professional to BE motivated, instead of FEELING – briefly – motivated.  But something similar must happen for prospects too.


Repetitive inputs are critical.

Let’s apply that to manufactured housing.

Intentionally or not, Americans are fed a steady diet of misinformation and terminology that is demeaning about manufactured homes. A certain level of correct information must be available for them. There must also be a logical way to disabuse a prospect from years of what amounts to negative programming.

Articles and videos can help with that, but one must also have a front line professional(s) that have been properly forged in the methods of walking a prospect from curiosity to completing a sale with a customer who is satisfied enough to tell their friends. Then that new home buyer must be able to defend their decision too.

Given the reality of all the negativity around manufactured homes, that being dealt with in the marketing and sales process is huge.


Third Party vs. Your Words

You saying something may or may not be believed. But some third party that doesn’t benefit saying something is far more likely to be believed. That’s why those who mistakenly think they can post an article on their own retail center, community, factory, or lenders’ website is not likely to work with most people. That’s like you telling them, and the seller is doubted by most prospects.

So there must be a third-party resource that has experts that compliments the work of a front line sales or leasing professional and their manager(s).

Then, that third-party resource ideally likewise must cite third-party experts, such as Dr. Lisa Tyler.

Manufactured Home Living News (MHLivingNews) is that third-party platform. Seeing the need, we began that project several years ago. There are few things more compelling than watching and listening to happy home owners, combined with the research that uses experts and evidence to debunk misconceptions.  For example, Tyler’s work – and that of numbers of others – can be access in the article linked below.



Let’s use an analogy. There is positive and negative energy present in electricity. Without both positive and negative protons and electrons, there is no power.  Our society has for some reason been conditioned to avoid whatever appears negative. Nonsense. Without embracing and dealing with both the positive and negative, there will only be very limited results.  David Ogilvy was famous – as a marketer. Grasping nettles means you grasp the problems.  Nettles sting, but they are also medicinal. It’s a great metaphor for what our industry needs.




It seems controversial to some to question authority. Frankly, that’s a traditional role of media, including good trade media. For example, Kim Komando has built a large audience of tech lovers, but she has at times taken on vexing topics like the dark sides of Facebook. Understood properly, that helps her credibility, it doesn’t harm it.  Our credibility has arguably been helped, not harmed, by taking on vexing issues inside manufactured housing. That doesn’t mean that everyone likes every article or topic. Nor is that necessary.  We make people think, which is the first step to problem solving and goal attainment.

Dr. Tyler didn’t just write about manufactured homes. She owned one for several years. This I know, because she told me. Lisa was kind enough to mention me in her acknowledgements to her dissertation. While I encouraged her work, because it is important, she did the doing. She deserves the glory.

Dr. Tyler is one of several experts that have studied the subject of manufactured housing. She is pro-industry. Her research is useful.  Which begs the question. Why is her work not mentioned on the Manufactured Housing Institute’s (MHI) website?



Or why is Eric Belsky’s work also missing from MHI’s website? Recall that in years gone by, MHI quite correctly used to refer to then Harvard University’s Joint Center for Housing Studies (JCHS) Belsky in their brochures and literature. If he was good enough before, why not now? Rephrased, Belsky was dropped by MHI. Why?




Scholastica ‘Gay’ Cororaton did perhaps the most useful third party research on manufactured housing in 2018. Cororaton works for the National Association of Realtors (NAR) as a Certified Business Economist (CBE). She’s missing the morning from MHI’s website too. Yet Cororaton cited not only myself in her first footnote, but also someone from MHI. It’s not like MHI doesn’t know about her.




Furthermore, each of these subjects have been brought to MHI’s attention directly by me, and indirectly – per our sources – to others.

Last but not least today, there is HUD Secretary Carson, and prior HUD Secretary Julian Castro. Carson’s speech to MHI is still missing from MHI’s website, yet that was now three weeks ago.




There is no mention of this video, posted below, where Carson on a national business news channel raised manufactured housing’s profile in a positive way. The interview begins with a discussion of 3D printed housing, but ends with favorable points about manufactured homes.



Nor is there any mention whatsoever of Julian Castro and his video. That’s really odd, as it was an MHI vice president who provided that video to me in the first place.



Rephrased, MHI has the Castro video, because they arranged for it. Yet, it is missing from their own website?

Manufactured housing – as Dr. Carson (GOP) and 2020 presidential hopeful Julian Castro (D) both have said – is an important part of the solution to the affordable housing crisis. MHI knows that, so why have they failed to provide third party validation to their arguments for the industry?

Let’s be clear. Staffs’ jobs at a trade association are to carry out the board of directors instructions.  At MHI that’s the MHI Executive Committee.

These can’t all be oversights, can they?

So whatever one might attribute as the motivation for these failures by MHI, the fact remains they are doing some things, that are clearly insufficient, or manufactured housing wouldn’t be misunderstood, and new home shipments would not be sliding 7 straight months year-over-year during an affordable housing crisis. It is an apt example are what Mark Weiss, JD, President and CEO of the Manufactured Housing Association for Regulatory Reform (MHARR) called “The Illusion of Motion.”


The Solution Begins at the Local Level

You and I can’t fix MHI, nor do we need to do so. But we must grasp the reality of MHI, in order to advance in your local market(s) efforts.

When one grasps that the negative energy around manufactured housing often flows from ‘big boy’ MHI member companies, those who aren’t black hat ‘big boys’ should differentiate themselves from the rest. You and your firm – to unlock your full potential – must be seen by the public as a white hat company in an industry that housing shoppers have been led to believe is led by black hat operations.


We know the importance of emotions, because we have them too. But the Creator gave us a mind to think with, not just emotions that if unchecked can carry us away, a bit like dead fish floating down stream.

The correct combination of mind-opening marketing, combined with front line sales professionals supported by management that grasps these realities can walk an individual prospect one step at a time from curiosity into happy home ownership.

That’s best done one-on-one. By using a mind opening methodology, by teaching a staff to do the same, what you end up with is the widest array of prospects. As the sales team increasingly ‘gets it,’ they’ll sell an ever greater percentage and total number of prospects.

This method is honest, not manipulative. The customer is respected, not tricked. At the end of the process, they are now ‘in the know,’ which makes then feel empowered not diminished. They become the opposite of what too many think of as ‘trailer trash.’

This take effort, but it pays.

It is also something that requires nothing from the national association, or anyone other than you and your team’s connecting with our existing and proven resources. Which brings us back to Dr. Tyler.

She aptly made the point that it was community attitudes that are where the issue lies.  More fundamentally, it is with individuals, who in sufficient numbers influence or make up a community.

The positive, profitable change – once the dynamics are understood and navigated – can be addressed at the local level. That is where all sales take place. That’s something you and your team can successfully accomplish in a profitable, honorable, and sustainable fashion. To learn more, click one of the tabs – or check out the Related Reports, below the byline and notices.


This should not be misunderstood. Good videos, good photos and websites are useful. But if that was all that is needed, the industry’s sales would be 10 times larger than they are today. Clearly, education of the home buying public is missing. That’s what the Zillow research cited above reflects.

Denying reality may be a mild form of insanity. The opposite of that is to deal with what is real.  That’s this morning’s manufactured housing “Industry News, Tips, and Views Pros Can Use,” © where “We Provide, You Decide.” © ## (News, analysis, and commentary.)

(See Related Reports, further below. Text/image boxes often are hot-linked to other reports that can be access by clicking on them. Third-party images and content are provided under fair use guidelines.)

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Related References:

The text/image boxes below are linked to other reports, which an be accessed by clicking on them.


What is Marketing? What is Selling? Succeeding with Manufactured Homes in Your Local Marketplace(s)


Ultimate, Proven Contrarian Investing – Ethical vs. Unethical, Legal vs Illegal Manufactured Housing Industry Strategies

Shocking, True State of the Manufactured Housing Industry, plus Solutions for Profitable, Sustainable Growth – May 2019

“Game On” – “Fighting Discriminatory Zoning” “Moral Obligation” Fix “Worsening Nightmare” – State Associations Entering Spotlight

Race, Equal Opportunities, Affordable Housing, CNN’s Lydia DePillis, and the Dinesh D’Szouza Reality Check

July 28th, 2018 Comments off



Who controls the past controls the future. Who controls the present controls the past.” – George Orwell, per Goodreads.


What does that quotation mean? 

The meaning of this statement is that someone can redefine who they are and, in fact, what a society is by being able to change the perception of how the past is configured.  For example, dictatorships are very passionate in the idea of “rewriting history.”” – Ashley Kannan, CE, per eNotes is her explaining of the meaning of the George Orwell quote under the top featured image. 


A quotation by media of a source is not meant to imply an endorsement of everything that quoted source has ever said or done. Rather, a quote is supposed to be an accurate reflection of a statement made by an attributed source, with the quoted statement being worthy of consideration.– L. A. ‘Tony’ Kovach, MH Industry expert, publisher of and


The Critical Battle Over Equal Opportunity for Affordable Home Ownership  

There may be no more important topic to an aspiring person, couple or household of any race or other protected class than the possibility of home ownership and affordable housing. 

Numerous sources from across the left-center-right spectrum agree that home ownership is a reliable path to increased personal wealth. A careful “wheat and chaff” curation of the best ideas can yield a pro-growth agenda where a rising economic tide could lift all boats.




In 2017 and 2018, MHProNews had occasion to point to the fascinating case of Donald Tye, Jr.



Tye explained that public housing – an entitlement – often yields addiction. Home ownership – vs. renting or living in subsidized housing “projects” – leads to integrity, a view he likens to those of Dr. Martin Luther King, Jr.

Tye describes himself as an actively retired minister, who has earned his living in business and by providing certain services. He says he is skeptical of both major parties.



Isn’t Tye’s statement a relevant part of the antidote to the t-word and terminology issue?

Tye’s connection to affordable housing is that his parents bought a pre-HUD Code factory built home, and installed it on an infill lot near Cincinnati, OH.

Tye made various thought-provoking statements cited in the graphics shown herein.  He is passionate about the notion that manufactured homes ought to be allowed as infill in urban and suburban areas. Tye came to believe that quality, affordable manufactured homes are arguably permitted via the “enhanced preemption” clause protected by federal law for such infill urban or suburban placements, due to the language in the Manufactured Housing Improvement Act of 2000 (MHIA).

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

Tye also discovered just how few people know about the MHIA and it’s enhanced preemption provision.


The Trump Administration, Affordable Housing and Modern Manufactured Homes

Housing and Urban Development (HUD) Secretary Ben Carson, MD, has praised manufactured homes in various hearings before Congress.

“Move, Open, Live” De Rose Industries & Senator Thom Tillis’ Mobile Home Comments


Secretary Carson also made an interesting appearance at the Manufactured Housing Institute’s (MHI) supposedly final Las Vegas conference last April.


President Trump’s family business is known to have ties to a rising international unicorn modular builder, Revolution Precrafted Properties. 



President Trump has also made warm public comments about a factory builder, see those articles later, linked above and below.

President Trump Spotlights Factory Home Builder in Speech, Proven Promotion, Support of Industry Advancement

Vice President Mike Pence, per MHProNews sources, is known to be familiar with HUD Code manufactured homes. VP Pence’s public statements reflect the proper industry terminology, a potential sign of respect and understanding of manufactured homes. 

These factoids suggest the following.

The Trump Administration has shown several positive signals to the manufactured housing industry. The president and vice president have both spoken several times about “enforcing the law,” as a generic statement that’s been applied to several issues. 

Against that background, consider that Secretary Carson has said that those who own a home have an average net worth of about $200,000. By contrast, Carson said that those who rent have an average net worth of only some $5,000. 

The Trump Administration has signaled their support for affordable home ownership, as well as a desire to reduce federal outlays for subsidized housing. Are those two incompatible? Or logically, doesn’t the one – affordable home ownership – naturally result in less need for subsidized rental housing? 

While there are claims of racism lodged against President Trump, those routinely come from political opponents. Where were those voices before he announced his campaign for the presidency? What we know is that the president has touted dozens of times – with apparent pride – falling unemployment levels. He seems proud that increased employment among blacks, Hispanics and females have resulted in record low unemployment for those groups.  

As a builder himself, President Trump addressed the National Association of Home Builders (NAHB), and the National Federation of Independent Businesses (NFIB). The NFIB, per our sources there, has said they have hundreds of manufactured housing operations among their roughly 325,000 members.


CNN’s Lydia DePillis, and Affordable Housing

Senior economic writer for CNN, Lydia DePillis, recently published an interesting column entitled, “How Washington could actually make housing more affordable.” Her article linked to a Bush Administration report by HUD that made several useful statements in favor of manufactured and modular homes.



See her affordable housing article, at this link here. Her downloads include the NIMBY report, which included manufactured homes and modular housing too.

Thus, it is reasonable to presume DePillis is at least aware of modern manufactured homes. 

DePillis also cited a study previously referenced by the Daily Business News, published by the National Bureau of Economic Research (NBER).Housing Constraints and Spatial Misallocation,” by Chang-Tai Hsieh, Enrico Moretti. It’s NBER Working Paper No. 21154, issued in May 2015, and revised in May 2017. It argues that there’s about a $2 trillion dollar economic drag, because of the lack of affordable housing. Rephrased, the U.S. economy would gain an additional 2 trillion dollars a year in GDP, given more access to affordable housing where it is needed. Note that Chang-Tai Hsieh is at the Booth School of Business, University of Chicago. Enrico Moretti, is at the University of California, Berkeley, Department of Economics.



See the Daily Business News report on that topic, at this link here.

Their research is not light reading, which is to say that its highly technical. 

But the logic of Hsieh, Moretti, and the Not in My Back Yard (NIMBY) HUD Report cite by DePillis all mesh well with the factoids cited by Dr. Carson and Rev. Tye.  The pull quote below is from the HUD NIMBY report that follows it.



To see the NIMBY report to HUD, which includes references to the use of manufactured homes and modular housing, click here to download the detailed study.

Which brings us to the following thoughts from Dinesh D’Souza. Consider Tye’s question above, why isn’t manufactured housing more utilized, as you ponder the insights below.


D’Souza’s Research

D’Souza is a controversial author and docudrama movie maker. He came from India, and is as dark skinned as many blacks or other racial groups. So it would be difficult to say he’s a racist. 

His movie, “Hillary’s America” is available on Netflix. He argues that there’s been lots of “plantation politics” at play in the U.S. for decades. Those huge projects that Rev. Tye branded as warehousing people like cattle, are part of the backdrop for policies that have increased poverty among blacks and other minorities for decades. Set the time aside to do what millions of others have done, watch D’Souza’s interesting, sometimes comical, and often troubling “Hillary’s America” with an open mind. 

Then cross check his claims.  

Per Google, 81 percent liked that D’Souza’s movie.  


D’Souza, who’s into history, would likely concur with the George Orwell quote at the top, shown again in the image below. Odds are good D’Souza would agree with the other Orwellian quotations also posted in this column. 



Disparate Threads, Left-Center-Right, and a Solution for the Affordable Housing Crisis That’s Hiding in Plain Sight


Thousands of manufactured home industry professionals have little or no clue about the rich history of their profession. For example, in the early 1970s, new home shipments approached 600,000 new homes per year for 2 years. Given more technology, and more capital pouring into the U.S. from overseas or domestically from tax reforms, is there any reason why manufactured homes can’t exceed those totals today? See the graphics, below.


What was accomplished previously in sustainable shipment levels, can clearly be done again.

There is arguably no shorter path to increasing the wealth of millions than there would be by implementing federal laws regarding HUD Code manufactured homes.

DePillis did not directly mention manufactured homes, but she did cite the study in which they were being promoted.

Realtor University, Journal for the Center of Real Estate Studies, Makes Corrections– “The Market for Manufactured Homes,” by Scholastica ‘Gay’ Cororaton, CBE

In the newly revised document and post, “Making the Case for Manufactured Homes,” Realtor University’s Journal for the Center of Real Estate Studies featured Scholastica ‘Gay’ Cororaton, who took a deep 30-page, fact-packed dive into manufactured housing Let’s pivot from the above to the political and economic landscape, that’s shaping housing and other policies. 


The president has been scolded by elites across the Democratic and Republican divides, depending on the subject. He’s arguably more of a pragmatist than a traditional member of either major party. 


Graphic, data, per Sun Communities (SUI).

Like Democratic President John F. Kennedy, or GOP President Ronald Reagan did, POTUS Trump, enacted big cut taxes. He’s sliced regulations.  

The result is the same as what Kennedy and Reagan experienced, rising investments and growing GDP.

The bottom line from all of the above – seemingly disparate threads – is this quote. 

There is no faster way to lift millions out of poverty, “out of the projects,” than by a robust implementation of the enhanced preemption and other aspects of the Manufactured Housing Improvement Act (MHIA), an authentic support of manufactured homes (MH) by the Government Sponsored Enterprises (GSEs) and the need for HUD, FHA, and Ginnie Mae to make revisions to the Title I, Title II, VA and Rural Housing (USDA) programs for MH.  

Doing so – per the application of the logic of “Housing Constraints and Spatial Misallocation,” by Chang-Tai Hsieh, Enrico Moretti – could unlock $2 trillion dollars a year in additional GDP for the U.S. That in turn would result in millions of new jobs, which would be a natural supply-and-demand boost for wages.

The net result would raise millions from poverty into greater prosperity, by making their part of the American Dream of Home Ownership possible, thanks to quality affordable manufactured homes.” – L. A. ‘Tony’ Kovach, award-winning industry expert, and publisher of MHProNews, MHLivingNews. 

What’s holding manufactured housing back from achieving that is the lack of additional support for industry voices like the Manufactured Housing Association for Regulatory Reform.

Focus on More Financing, HUD Program Reforms, Aimed at Increasing Manufactured Homes Sales, Meeting with Assistant Secretary–Federal Housing Commissioner, Brian Montgomery


See the prescient video, shown above.  Keep in mind it’s now about 16 months since that video was recorded. That’s prescience.  


That’s a lot to chew on. But it boils down to massive opportunities for forward-looking, long-term thinkers in the private sector who are willing to unlock the aspirations of millions via free enterprise. The above realities would naturally lower poverty in America, and increase the personal wealth of millions now trapped in subsidized housing or rentals.


The logic of this statement can be applied to a variety of cases.

Federal expenditures for subsidized housing, or other poverty programs, would naturally fall as personal wealth grew. The politics of poverty and race could be ended by successfully lifting millions up, instead of keeping them trapped and dependent.  Readers can consider the rationale found in the report, linked below.


It’s a common sense application of the principles cited.

Various voices may quibble over details and credit, but this “wheat and chaff” approach is how the claimed aims of the left, right and center could be practically met.

The linked related reports provide additional references and details that spell out why this makes sense, and suggest why this hasn’t already been done. Because that Bush era HUD document DePillis cited reminds us that this is a discussion that’s been going on in America for decades, with no real change in sight.



Isn’t it time for pragmatic solutions? Isn’t it time to lift millions of people up?  We Provide, You Decide.” © ## (News, analysis, and commentary.)

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YIMBY vs. NIMBY, Obama Admin Concept Could Unlock $1.95 Trillion Annually, HUD & MH Impact


Harvard’s Joint Center for Housing Studies 2018 – Affordability, Manufactured Homes, and Modular Housing Report

“Why Advocates Need to Rethink Manufactured Home Quality,” Harvard, GSE, Genz, “High Satisfaction”



At the time Belsky made this prediction, manufactured homes were selling over 250,000 new units per year. This year, MH won’t reach 40% of that total. What happened?

Why didn’t Harvard’s Eric Belsky’s predication come to pass in the decade it was made?  Part of the answer lies in the article, linked below.

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