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NorthStar and Manufactured Housing Radix

June 6th, 2018 Comments off

 

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This is why we operate with a “North Star Goal‘, a light that represents the highest aspirations of a business. Like a next-generation mission statement, a North Star Goal orients the identity and direction of a brand, guiding all decisions, strategies, and partnerships.”
Bag the Habit.
(emphasis added)

 

The northern star for centuries was and remains today as a guiding light in the nighttime sky, a star which helped sailors orient their direction at sea.

The North Star shines with a humble brightness that belies its navigational importance. Polaris, or the North Star, sits almost directly above the North Pole; therefore, it is a reliable gauge of North if you find yourself lost on a clear night without a compass,” says Universe Today.

 

What is the North Star for Manufactured Housing?

When morality in America represented a broadly shared set of values, many of the professional issues faced today were less evident. There was no huge pushback in the 1950s when in the words In God We Trust” was placed upon U.S. currency. There was less debate when images of the Ten Commandments were set in stone, or otherwise framed and placed in public settings or taxpayer funded buildings.

Shared Judeo-Christian values gave some 97 percent of the people greater moral clarity.

Time magazine reported in 2016 that, “a 1965 poll by Lou Harris finding that 97% of Americans still believed in God. By the time Gallup asked the same question in 2014, that number had fallen to 86%, with 12% of Americans claiming no belief and 2% with no opinion.”

Also in 2016, a Time article said, “In God We Trust” was first added to U.S. coins during the beginning of the Civil War, when religious sentiment was on an upswing and concerned Americans wanted the world to know what their country stood for. Many wrote to Secretary of the Treasury Salmon P. Chase on the matter, and he agreed with their arguments. Congress passed his act requesting the addition of “In God We Trust,” adapted from a lesser-known verse of Francis Scott Key’s “Star-Spangled Banner,” and the first two-cent coin with the phrase was minted in 1864.”

Let’s be blunt. Consumers want to do business with honest professionals.

Few want to walk into a business that has a reputation for dishonesty.

Shared common values are so useful in society, that several of the founding fathers wrote that they deemed them to be essential to America’s success.  That doesn’t mean that every manufactured home sales office ought to have to have a Bible on every desk, but it does mean that a business ought to reflect its values through behavior. Indeed, most do.

But what about those organizations that don’t?

In our routine interactions with consumers – due to publishing, marketing and sales coaching/training with MHPros, and in online discussions with the public – it is safe to say that manufactured housing is unjustly viewed dimly by millions.

But whining about an undeserved image isn’t a solution.

Good industry businesses and professionals must get to the root issues, or the “image issues” caused by problematic people and/or organizations will define the good.  That’s reality.

Consumers may not use the term “morality,” or “ethics.”  But experience shows that a significant part of their distrust of the manufactured home industry is rooted in a lack of confidence in what is said.

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How are more new manufactured home sales achieved, without addressing the causes of the public’s lack of trust?

When so-called industry leaders are seen as giving cover for arguably unethical activity, doesn’t that just fuel the problem?  A recent, actual case may serve to make the point.

Public officials and consumers alike have accused a business of “selling” homes to consumers “contract for title” when the seller allegedly doesn’t even own the units being sold. Doesn’t’ that type of story, repeatedly in a region’s local news, only fuels a negative image about manufactured housing and industry professionals?

When industry publishers and association leaders fail to fairly investigate and address that type of transgression in some lawful, and appropriate fashion, isn’t it reasonable to presume that more of the public’s confidence in manufactured housing as an industry can be further undermined?

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Back in the late 1960s, and early 1970s, news stories about flimsy or fire prone mobile homes in the mainstream media were responded to by industry professionals working to pass the HUD Code. Today, the industry’s quality is “amazing,” as HUD Secretary Ben Carson has said. But the industry’s image doesn’t match up with the reality. Part of the solution must be an ethical code of conduct that good associations promote and live by.  That means that when uehtical professional behavior occurs, there has follow through by the industry’s professionals.  That’s both the right and the prudent thing to do.  That’s a practical example of a North Star.

Manufactured Housing Radix

Google’s online dictionary defines both a mathematical meaning for the term “radix,” and a formal meaning. The formal definition says this about radix,

a source or origin of something.

“Judaism is the radix of Christianity

Radix is Latin, which is used some in medicine. Collins dictionary says this, “Word origin of ‘radix’ C16: from Latin rādīx root; compare Greek rhadix small branch, rhiza root.”

So, radix is the root, the origin or foundational issue.

For manufactured housing and the public, its an issue of trust. When millions a year in the U.S. consider manufactured homes, but only some 92,900 bought a new one in 2017,  that’s a wake up call.

Morality is essential at every level of business and society. For example, if brute force power becomes the organizing principle of Americans and business in the U.S., the nation is debatably heading toward even more turbulent waters.

Clear codes of business ethics that include action, not mere lip service, are a must if our industry is to thrive again.

In response to a controversy over some problematic advertising – MHI advertorials – industry professional, millennial Tom Fath, said this.

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It is safe to say that none of us live up perfectly to the moral code set forth in the Ten Commandments. Everyone slips and falls, but isn’t part of the question what happens after a mistake is made? Is the error covered up?  For example, are consumers who are wronged made whole?

In the Daily Business News reports and analysis, the facts, the truth, and common decency – morality – are referenced as guiding lights.

When deception is occurring, it ought to be roundly condemned and corrected in some appropriate fashion.

That’s a sense of our North Star as a trade publisher. What about you and your business? “We Provide, You Decide.” © ## (News, analysis, and commentary.)

Related Reports:

NPR’s Syringa Mobile Home Park Story, Revisited by Community Owner

George Allen Reply to Mainstream Media re: Roane/Lackey/SECO Exposé, Plus MHI, MHARR, et al – “Make Manufactured Housing Great Again”

 

George Allen Blasts MHI, NCC Ignoring Own, Spencer Roane, SECO, COBA7, Tom Lackey Controversies

Spencer Roane w/Southeast Community Owners (SECO), Praises Tom Lackey, Accused of Rent-to-Own Manufactured Home Sales Improprieties

Affordable Housing Focus Group – Comparing Housing Options – Conventional Houses, Condo, Rentals, and Manufactured Homes – Up for Growth, National Association of Realtor, Studies

 

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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.

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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.

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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.

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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.

 

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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.

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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.

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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

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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.

 

Manufactured Housing – Ads & Self-Praise vs. Public Expert Praise

October 5th, 2017 Comments off

ShoutingBullhornDailyBusinessNewsMHProNewsAdvertising is what you pay for, publicity is what you pray for.” – public relations maxim.

Advertising is saying you’re good.  PR is getting someone else to say you’re good.”   — Jean-Louis Gassée, former Apple executive.

We reviewed yet another report yesterday from a national MH source that was busily telling others in our industry just how good their efforts are at promoting manufactured housing,” said publisher L. A. “Tony” Kovach.

Traffic, likes, and clicks – it all sounds fantastic. Right up to the point that the objective, analytical mind asks, ‘okay, they’ve been doing this ‘for their members’ for 2 years.  How much has their business actually grown?’”

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The answer, regrettably, is that the their key members of the industry are still growing at about the same pace as it was prior to that Arlington, VA based group’s promotional efforts. Who says?  HUD and IBTS statistics, see the most recent report, link here.

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The industry needs to wake up to reality, not just numbers.

In fact, their own statistics – and that of third parties – reveal that they’re growing at a slower pace than the industry at large.

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Lavin argued that MHI has not yet learned its lesson from the past.  See MHI award winner Lavin’s analysis, linked here and here.

If pretty pictures and videos ALONE was all that it took to sell more manufactured homes, we’d be selling a half-million or more homes per year, right now,” says MH industry consultant and publisher Kovach. “About a decade ago, Palm Harbor used to run great looking TV ads. They had fine looking homes. But something obviously didn’t work, because they went bankrupt.”

ThirdPartyPraiseVsThirdPartyBlaimeDailyBusinessNewsMHProNews

If you follow mainstream news sources, as we have to, then you know that the bulk of mainstream media news about our industry tends to be problematic, or negative. Even the ‘good news,’ often uses terminology that is a turn off to the general public. But that can be changed in relatively short order at the market level, as research by MHMSM has demonstrated… 

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Does this concept work? Tom Fath answers that question, in the video, linked here. To see the video interview above, click that graphic.

What’s the Answer?

Get the home owners, the third-party experts, those not paid a dime to tell a company, location, or the industry’s story,” says Kovach.

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Until the industry deals with the perceived negatives, the concerns of customers, the results will continue to be at a relative low level.

Don’t do that once, you keep doing that. Sincerity comes across on camera. The Truth Well Told, Good Storytelling, those are part of the secret,” the award-winning consultant, publisher and industry veteran said.

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The other part is having a third party media do that for you. Create evangelists, and have those evangelists tell that story over and over again, personally and via video,” Kovach explains. “That’s how you change the industry’s image, one location at a time.” 

That’s why we created MHProNews, then MHLivingNews.com. Problem, goal and solution orientation. Then to get fact-based stories that make sense to home buyers, professionals, and to investors – at their local level.”

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The vast majority of our traffic on MHProNews and MHLivingNews comes organically. Our pages per visit blow away mainstream media visits, because – as one owner put it – “relevance.”

To see the latest example of how this works, click here. To understand how this works, click here. ## (Marketing news, programming, industry promotion, and analysis.)

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

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

 

 

Fighting Fake Manufactured Home News: Fisking OZY Media’s ‘Trailer Park Nation’

August 17th, 2017 Comments off
TrailerParkNationGreatEvictionOzyMediaFIghtingFakeNewsMossBluffLA550

Original featured image from OZY Media.

It’s the manufactured housing industry’s other image campaign,” as Marty Lavin, JD, has called the mass media’s reporting on the manufactured housing industry.

The MHProNews often tries to bring other media or publication’s errors or misunderstandings and spin.

A recent example of this is the critique of an article out of North Carolina’s News & Observer, which poorly reflected data to look as though manufactured housing was more susceptible to damage during hurricanes than other types of housing.

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Among a number of other messages, Daily Business News on MHProNews received an emailed link from a reader, in response to the award-winning Lavin’s latest article about communities.

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Mary Lavin’s column sparked several messages, one was to this OZY Media video, shown below.

That link was sent by a concerned MHC owner to a video/article published by OZY Media under the title “Trailer Park Nation” [sic].

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That OZY Media tale told the story of a Louisiana MH Community being forced off their leased property.

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For our recent report on proper terminology, click here or the image above.

As regulars to the Daily Business News know, the first error OZY made was in their title.  Namely, using the term “trailer park,” [sic] rather than “manufactured home  in the title of the story.

It’s just as wrong to use the N-Word to describe a black as it is to use the T-Word to describe a manufactured home,” said MH advocate and actively retired businessman, the Rev. Donald Tye, Jr.

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Anecdotal evidence suggests that the wrong terminology impacts price. But it also impacts people’s emotions, see the poet who rejected the use of the t-word with regard to her home, by clicking the image above.

While talking about an older community in Louisiana where the land-leased property was being sold, OZY wrote – “nearly all of the nation’s 20 million mobile home [sic] dwellers are in a similarly precarious situation.”

The same was implied in their video, shown below, at about the 1:45 mark.

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That statement for example, would incorrectly lead a reader or viewer to believe that most people who live in a manufactured home – which they incorrectly called “mobile home dwellers” – live in land-leased communities.

Not so, says community partner, Tom Fath.

 

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Tom Fath comments to OZY Media, Credit, OZY Media.

On the contrary, as Fath pointed out in the comment section of the OZY article, around 2 out of 3 manufactured homes are placed on privately owned land, not in a land-lease community.

HighlandMobileParkDailyBusinessNewsMHProNews

Notice how different this older, but well kept, community, is than the one OZY Media portrayed? Image collage credits, Highland Mobile Park.

While there are a percentage of communities that are almost exclusively pre-HUD Code mobile homes – which could be called ‘parks‘ – they are the minority among the estimated 45,000 MHCommunities in the U.S.

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Paul Bradley comments to OZY Media, Credit, OZY Media.

Fath also made a point to mention that many states have created provisions that protect the residents of MH communities.  MN and FL are among those states, as MHProNews has reported.  That helps avoids scenarios like the one OZY features in their article and video series.

Fath also linked back to an MHLivingNews article that busts myths about manufactured homes being a fire hazard to dispel the myth that the OZY article was perpetuating.

Sad, Dark Music, Themes, and Manipulative Tones 

There are storytelling methods designed to manipulate people,” said L. A. “Tony” Kovach, publisher and award-winning MH Industry consultant.

The OZY Media articles and videos are what we would call today, ‘Fake News.’ They distort information in a way that makes an exception appear to be the rule.  PBS did this several times. Those distorted stories in turn harm the industry,” Kovach says.

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Paul Bradley, left, L. A. ‘Tony’ Kovach, right – still from an Inside MH video interview.

But due to the law of supply and demand, it also harms the values of millions of manufactured homes in the U.S.,” Kovach stated. “That’s among the reasons why MHLivingNews and MHProNews has for years placed rebuttal articles – fisking analysis – so that serious researchers will find the truth about manufactured homes and the millions of happy MH homeownersThat helps protect the industry, and protects home owners alike.”

To my knowledge, MHI never did a rebuttal to that OZY Media series,” Kovach said.  “By contrast, we asked several industry professionals – some of them republished on this report – that gladly gave thoughtful responses to the negative spin OZY placed on our industry and homeowners. When will MHI do the same?”

While some of the homes in the OZY series might have been pre-HUD Code homes, others were manufactured homes.  They used the terms interchangeably, which a good journalist is not supposed to do.  That skewed their articles and videos credibility, but only for those who actually understand or are told the distinctions.

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Robert Cochran’s posted comments to OZY Media, Credit, OZY Media. One of several requested and gladly shared by industry pros, at the request of MHProNews.com. 

It’s precisely this sort of “reporting” – with hand-picked, misrepresented data being twisted to appear to be something it’s not – that has caused a larger gap between people and their trust for the media.

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The OZY team clearly spun the facts, or made gross errors – take your pick. Either way, it was poor “journalism.” Image credit, srxawordonhealth.

This type of “Selective Target Reporting” has a recent Harvard study saying 65% of Americans don’t trust the media. Gallup’s similar poll said only 32% trust the media now,” said Tye to MHProNews, adding the word, “Sad.”

While some of the claims in OZYs article and video might be factually accurate on that specific incident, their use of the terminology “mobile home” and “trailer house” [sic] was apparently, as Kovach noted, a method of manipulation and spin.

However, it was the way they represented the facts that provide a poor illustration of modern manufactured housing, and the communities where residents live.

As you can see from the video above, not all manufactured homes resemble the “mobile homes” of the past. Many could even be mistaken for conventional housing, like the man in the video above mentioned.


When publisher L.A. Tony Kovach reached out to OZY about correcting their errors and misleading statements, the media company had little to say in response, and made no changes. For more on the exchange between Kovach and OZY Media click here.

PublishingHandPickedInformationCanBeWorsefortheImpressionItMakesOnManufacturedHomesandOurIndustryThanStatingEntirelyFalseInfo-BradLovinNCMHA

Publishing hand-picked information can be worse for the impression it makes on manufactured homes and our industry than stating entirely false information,” said Brad Lovin, of North Carolina Manufactured Housing Association. ## (News, “fisking” = analysis.)

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

JuliaGranowiczManufacturedHomeLivingNewsMHProNews-comSubmitted by Julia Granowicz to Daily Business News for MHProNews.

 

 

 

Happy 41st Birthday, HUD Code Manufactured Homes

June 15th, 2017 Comments off

HappyFrstBirthdayManufacturedHousingMHProNews41 years ago, today, manufactured housing was “born.” The conception for what become federally regulated HUD Code manufactured homes was the media crisis that occurred regarding some “shoddy” mobile homes in the late 1960s and early 1970s.

Flashback to Flash Forward…

While many mobile home builders in those pre-HUD Code days took the long view and built to reasonable construction and safety standards – such as the ANSI standards available then – other producers were less diligent about quality and customer satisfaction. 60 Minutes and others in media profiled consumer complaints.

Regrettably, as can happen, the good got lumped in with the bad.

The media and public ‘hue and cry’ led a coalition of builders to push for federally preemptive standards. Those were passed by Congress in 1974. Those standards took effect on June 15, 1976, the day when the first official manufactured homes were produced.

So as all industry professionals ought to know, mobile homes and manufactured homes are not the same thing.  Important safety, quality, energy and durability features were all “born” with the HUD Code for manufactured housing.

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The popularity of mobile homes rose rapidly in the post World War II period. The first big drop came during the time that the HUD Code for manufactured housing was passed and went into effect. Chart above credit, Calculated Risk.

Why It Matters

As Steve Duke with the Louisiana Manufactured Housing Association (LMHA) told MHLivingNews, “The terminology matters because the terminology determines the construction standards a home was built to.”

Terminology and its meaning with respect to pre-Code, post-HUD Code for manufactured home standards is precisely the hinge that creates headache issues for researchers, public officials and home buyers.

While many in the industry focus on the SEO value of ‘mobile homes,’ which doesn’t have to be ignored, they may fail to see that ‘mobile homes’ and ‘trailer houses’ have such a distaste with the bulk of the public, that it has tainted the manufactured home industry.

That in turn is one of several factors that have depressed manufactured home sales, as MHProNews and our sister site, MHLivingNews, have carefully documented over the years.

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Most Men Appear Never to Have Considered What a House is…Henry David Thoreau, MHLivingNews.

Real World Examples of How the Public Views ‘Mobile Homes’

Do not buy a manufactured home, if this was a real tornado, this house would (be) gone in 60 seconds or less. wow! the things people do to make a dime. geez!” – Robert Delacerda, said in a post on YouTube.

Replying to a comment by ‘Root Beer,’ Delacerda elaborated by saying, “well said sir, mobile homes are weak and made of cheap materials. a tornado of f-0 [sic] would destroy this shack in a vlink [sic] of a eye. funny video though.”

Duane Dean posted, “We live in a newer (1993) single wide mobile home and its anchored. The work I have done myself on this place just make me quiver to think anyone would ever stay in one during any tornado.”

There have been pro-MH comments on the video too; one example of common sense was from a man who said he’s a Joplin firefighter.

Aegeus Max, said, “as a Joplin firefighter that worked the debris I can tell you that it is not safe anywhere in a tornado except underground. The neighborhood I worked was an upscale all with basements…”

It will take repeated efforts to clear up the confusion.  Even having read Max’s statement, James Dennis replied,But still, if I live in a M home or a mobile home and I see a tornado I’m getting in the car and driving to a shelter or getting out of the path of the tornado.”

When we look at the low conversion ratios of those shopping for modern manufactured home vs. those that actually buy, industry professionals have said to this writer for years that fear of tornadoes is one of the biggest issues.

This is why the research and videos MHLivingNews and MHProNews have done – in conjunction with industry professionals, sponsors and supporters – on this issue are useful and important. Those selling to actual home shoppers have told us that when they show someone “on the fence” that has expressed fears about windstorm one of our videos, it has often caused the skeptics to buy.

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Engaging the public who are actually commenting on topics like mobile and manufactured homes has tremendous value, so long as the engagement is sustained, not just a one time thing.

Chris Noah, who identified himself as a manufactured home (MH) owner, and on the same YouTube video as the others quoted above, posted this: “we have had straight line storms with winds in access of 80mph, we also on a hill with no wind breaks, and no problems here…”

MH owner Noah found encouragement from that early video, and he also stood up to those who were belittling their lack of understanding about manufactured homes, with his own experiences.

We have, through debates and discussions, turned some nay-sayers into silence, actual or potential believers. But in the absence of engaging and changing minds, there are comments like this one this week:

ArmyGuy63Bravo1 said, “im gonna open the “tornado magnet trailer park” soon with free rent for 3 months.” (Typos in the original).

Do we wonder why zoning officials have a problem with the public pushing back on new development, expansions or placement of manufactured homes in their jurisdictions?

Only education – repeated, on-going education – can change those kinds of patterns of false impressions.  One press release one time isn’t enough.

A new video was posted on YouTube that updated the one Noah and the others have seen. This new video posted on YouTube is shown below.

Anniversaries for the ‘birthday’ of the HUD Code for manufactured homes are useful times to engage in such education.

People Want Facts, Not Hype and Claims

This goes to a point raised by community partner Tom Fath in his video interview.  Fath says that home owners want to be part of the solution for misunderstandings about the industry.  That’s the value Fath says that MHLivingNews provides to residents and homeowners. They have happier, better informed residents as a result.

Those residents – along with those videos they can point shoppers to – are in turn causing more people to buy.

Their sales have skyrocketed as a result.  Or as Deer Valley Homebuilders James McGee and Chet Murphree said in an previous video interview, “Tony, we know that it’s all about education…thank you for leading the charge for that…”

That’s a key point of doing videos and stories; to help doubters see the reality vs. the overhyped fears.  But there is more of it needed.  This is why the engagement with MSU researchers we did with MHARR is so important to the industry. See the summary of that debate, linked here.

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To see the fuller context for the on-the-record disucssion with Mark Skidmore and his colleagues at MSU, click here or the image above.

Researchers all-too-often don’t know the factual difference between mobile homes and manufactured homes.  That’s how poor a job overall the industry has done with getting out the facts about Ron Thomas Sr.’s reference to manufactured housing as a “phenomenon,” but one that is misunderstood by many public officials, lenders, and millions of others.

About the 41st Birthday of Manufactured Homes

The establishment of the HUD Code was — and is — an important milestone for both the industry and consumers.  The industry itself sought out federal regulation under a preemptive, performance-based, uniform code of federal standards that balances the key factors of safety and cost, along with uniform enforcement within a federal-state partnership,” said Mark Weiss, President and CEO of the Manufactured Housing Association for Regulatory Reform (MHARR).

This type of federal regulation — so long as it is reasonable — allows the industry to pass-along the efficiencies of factory-construction to home buyers, in the form of unparalleled affordability and quality,” Weiss said.

He elaborated by saying that “today’s manufactured homes have achieved the level of quality, durability, and safety that Congress envisioned when it passed the National Manufactured Housing Construction and Safety Standards Act of 1974.” But he also said that for the industry to reach its potential, a shakeup of the HUD Program was needed by the Trump Administration. His full comments are linked here.

The Bottom Line

Industry business leaders and management professionals must be personally informed, and they in turn must engage their own teams in the best understanding of the need for and value of manufactured homes.

Professionals in turn must educate those that they encounter.  This has to be a local market level effort.  Tom Fath and his family, along with others, have proven that this is not only doable, its profitable ## (News, Analysis, Commentary).

(Editor’s Note: To see our 40th anniversary article – made for the public in mind – click here.)

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

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L. A. “Tony’ Kovach.

By L. A. “Tony” Kovach.

Preserving Access to Manufactured Housing Act – Momentum or DOA?

April 20th, 2017 Comments off
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Credits: MHI logo, top left, Dawgs By Natures and GovTrack, all provided under fair use guidelines.

Much of the manufactured housing industry is familiar with latest version of the Preserving Access to Manufactured Housing Act of 2017 – a.k.a. H.R. 1699.  The Arlington, VA based Manufactured Housing Institute’s (MHI) latest “alert” urged their readers to keep up the momentum for the 4th iteration of a bill, which they designed to modify points and fees to make some higher cost loans possible, while also amending the unpopular MLO rule.

GovTrack reveals some startling insights, but the view from MHI will be reviewed first.

The MHI bill was presented by Representative Garland “Andy” Barr (R- KY). Barr is a true advocate for manufactured housing, as the information and video linked here reveals.

As have many others, MHProNews and MHLivingNews editorially supported prior versions of the bill for years. One of dozens of examples, is linked here.

Beyond the MHI cheerleading, what are the facts – per third parties – outside of manufactured housing?

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Credit: MHI’s latest emailed update, provided under fair use guidelines.

GovTrack and PredictGov, who have no vested interest in whether or not a bill passes, have provided some startling information.

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Credit: GovTrack.

They give the bill a one percent chance of passing.

With 99 to 1 odds against it, and millions spent to date on the MHI effort, this information should provide a wake-up call for the manufactured housing industry.

As PredictGov states, “The overall text of the bill decreases its chances of being enacted. The bill’s primary sponsor is from the state/territory: KY. The bill is assigned to the House Financial Services committee. The bill’s primary subject is Housing and community development.”

Credit: PredictGov.

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Tim Williams, credit, LinkedIn.

MHProNews has heard from a number of pro-MHI members, who believe the bill is a wasted effort in the Trump Administration era.

Conflict of Interest?

As the Daily Business News asked here, under the bylaws, articles and laws of incorporation for MHI, is there a conflict of interest when The Preserving Access to Manufactured Housing Act – a finance related effort that directly benefits two major industry lenders – is being promoted by the association’s chairman, Tim Williams of 21st Mortgage Corporation, whose firm is a direct beneficiary if such a law is passed?

 

Cheerleading For…What Goal?

In its News & Updates feature, MHI asks members to “Keep Up the Momentum: Ask your Representatives to Cosponsor H.R. 1699.” But with a one percent chance of passage, state association executives and other businesses of various sizes have asked privately, does even hundreds of emails and several co-sponsors truly equal momentum?

Introduced by a bipartisan group of Representatives, ‘The Preserving Access to Manufactured Housing Act’ addresses federal regulations implementing the Dodd-Frank Act that do not reflect the unique nature of the manufactured home financing and sales process,” says MHI.

H.R. 1699 modifies the definition of ‘high-cost’ loans so that manufactured home loans are not unfairly swept under this designation simply due to their small size. The bipartisan legislation also amends the SAFE Act and the Truth in Lending Act to exclude manufactured housing retailers and sellers from the definition of a loan originator, so long as they are only receiving compensation for the sale of the home and not engaged in financing the loans.”

When asked for an on-the-record comment, MHI would not respond to MHProNews’ inquiries about this – and other finance/industry related subjects, which will be covered in upcoming reports here on the Daily Business News.

Opportunity in 2016, Reportedly Lost

In an interesting twist, MHProNews previously reported that MHI insiders communicated to the Daily Business News that a negotiated deal with the support of consumer groups could have been made over a year ago which would have allowed the CFPB to modify their MLO rule, so long as MHI dropped the points and fees hikes.  That deal would have benefited thousands of industry locations and businesses of all sizes.

Why was that opportunity missed?

MHI staff are silent on that question, and others like it.

Presidential Veto…

With millions being spent by MHI every year, and this being one of their flagship efforts, why did MHI fail to take the half-loaf offered?  Even if Senate passage last year had been achieved, President Obama signaled during his term that had Preserving Access passed the Senate, he would have vetoed the legislation.

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All image credits are as shown, and images or third party documents that may be attached are provided under fair use guidelines. 

Among the off-the-record comments from a member of the financial services industry seem to show an under-reported trend among those who know the real score on the bill.

The problems with MHI aren’t the Association’s doing, it’s a few members.  Lenders like CU aren’t bothered by all the aspects because they think consumer first and still make a decent return,” one source said. “As always “off the record” because I don’t need to get dragged into HR, but that is my 2 cents.

While a lender was named in the message to MHProNews above, it should not be construed that the source does – or does not – work for that firm. Those comments came with respect to this article.

MHI – Weaponized News?

WeaponizedFakedNewsCostsMHIndustryBillionsManufacturedHousingIndustryDailyBusinessNewsGraphicStockMHProNews

As MHProNews covered here, MHI’s use of weaponized news to its members, and slanted advertorials to the public, presents several hurdles for the industry.

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Titus Dare. Credit: MHProNews.

James McGee and Chet Murphree said it very well on a video, it’s all about education…This [MHI] advertorial approach was a mix of good, bad, inaccurate, and deceptive marketing on behalf of a national manufactured housing association,” said Titus Dare, SVP of Eagle One Financial.

I’ve focused on the bad, because that is where the problems will come from. You would never see the NAHB or another national trade association blurt out such problematic nonsense.”

Tom Fath, an industry professional with a fresh view from a millennial perspective also shared his take.

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Tom Fath, New Durham Estates.

We have created a great industry that is in decay and under attack.  In order to change the perception of our industry, MH pros and leaders need to focus on the facts and true benefits regarding our products and communities to ensure our customers make educated decisions that fit their needs,” said Fath.

Probably the greatest enemy to the growth of the mobile home park [sic] industry into a mainstream form of real estate investment is … our industry itself,” wrote MHI member Frank Rolfe, in a story linked here.

CreditsBattleshipMissouriWikiCommons-MHILogoMHI-FrankRolfeMHU-CollageCreditMHProNews

Third party images on MHProNews are routinely provided under fair use guidelines, as is the case with the images in the collage above.

For more on what the manufactured housing industry is up against in its internal battles to achieve its potential, click here. ##

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

rcwilliams-writer75x75manufacturedhousingindustrymhpronewsSubmitted by RC Williams to the Daily Business News for 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.

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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

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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.

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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.

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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…

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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.

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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.

 

 

 

All Eyes on Tunica for Manufactured Housing This Week

March 27th, 2017 Comments off
AllEyesonTunicaforManufacturedHousingThisWeekcreditTunicaShow1-postedtothedailybusinessnewsmhpronewsmhlivingnews

Credit: Tunica Show.

The 2017 Tunica Manufactured Home show officially kicks off tomorrow with in-depth educational seminars, and with information focused on growth for you, and for the industry.

Kicking off at 1pm in the Resorts Hotel Magnolia Room, the “Getting Positive Media Coverage, Engaging the Media” panel discussion features Frank Rolfe, partner in RV Horizons and Mobile Home University (MHU), who has been featured about a dozen times in recent years, in the New York Times, Bloomberg and other news publications.

Frank Rolfe.

This panel also features Millennial and third-generation family-owned community partner, Tom Fath, who will share his experiences at how they boosted new home sales some 400 percent, using the same lending programs they had previously. They increased sales as well as margins on new and pre-owned homes.

This not to be missed panel will be moderated by MHProNews and MHLivingNews Publisher L. A. ‘Tony’ Kovach.

LATonyKovachMHProNews-com-

L. A. ‘Tony’ Kovach addressing industry professionals in an educational session.

At 2:30p, Kovach takes center stage with a deep dive into solutions with his presentation, “Attract and Sell More Qualified Customers Engaging the Public Through Media.”

Interviewed and featured in the likes of the Chicago Sun Times, The Hill and dozens of other mainstream media publications, Kovach’s marketing clients have documented growth by engaging the public through media.

He will share facts, figures, tips, and strategies that can create positive media to attract and sell more qualified customers for your location(s).

These proven tools are the key to attracting and selling more cash and well-qualified credit customers.

AllEyesonTunicaforManufacturedHousingThisWeekcreditTunicaShow2-postedtothedailybusinessnewsmhpronewsmhlivingnews

Credit: Tunica Show.

At 3:40pm, it’s “Lessons Learned – MH Industry Lenders Panel – Manufactured Home Industry Lenders Share Their Tips on Attracting, Selling More Well Qualified Credit Customers, where top industry lenders will share what their top locations do to attract and close customers.

Expect key insights from lenders on programs that you may not currently use or know about.

 

If You Go 

All seminars will be held at the Resorts Casino, in the Magnolia Room. This area is located on the second level of the casino. The SCMHI luncheon will be held on the third level at the Resorts Hotel in the “event center” on Wednesday, March 29th and Thursday, March 30th.

 

Weather in View

AllEyesonTunicaforManufacturedHousingThisWeekcreditWeather-postedtothedailybusinessnewsmhpronewsmhlivingnews

Credit: Weather.

Good idea to take an umbrella this week, with a chance of scattered showers in the forecast.

 

You can find additional details on the show linked here, or by visiting the Tunica Show page: http://tunicashow.com/ ##

 

(Image credits are as shown above.)

 

rcwilliams-writer75x75manufacturedhousingindustrymhpronews

RC Williams, for Daily Business News, MHProNews.

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

 

 

AllEyesonTunicaforManufacturedHousingThisWeekcredit-postedtothedailybusinessnewsmhpronewsmhlivingnews

MHProNews, MHLivingNews in Focus: 2017 Tunica Manufactured Housing Show

March 24th, 2017 Comments off
MHProNewsMHLivingNewsinFocus2017TunicaManufacturedHousingShowcreditTunicaShow-postedtothedailybusinessnewsmhpronewsmhlivingnews

Credit: Tunica Home Show.

As the manufactured housing industry prepares for the Tunica Manufactured Housing Show beginning next week, two power packed panels are on the agenda for Tuesday, March 28th.

MHProNews and MHLivingNews Publisher L.A. “Tony” Kovach moderates a panel featuring Manufactured Home Communities star and media-magnet Frank Rolfe, who will be joined by Millennial and third-generation family-owned community partner, Tom Fath, on the “Engaging the Media” panel beginning at 1pm Central.

FrankRolfeMHURVHorizonsPhotoCreditManufacturedHousingIndustryDailyBusinessNewsMHProNews

Frank Rolfe, part of a panel at the Tunica Manufactured Housing Show, credit, MHProNews.

Fath will share his experiences at how they boosted new home sales some 400 percent, using the same lending programs they had previously. They increased sales as well as margins on new and pre-owned homes.

TomFathNewDurhamEstates-ManufacturedHousingIndustryManufacturedHomeCommunity-IndustryVoices-MHProNews-

Tom Fath.

While Rolfe and Fath have different approaches to the media, each uses media to drive their respective narratives – and business.

(Editor’s Note: MHI has not formally responded to an invitation to have their communication VP present on this panel, but the latest indirect indication obtained by MHProNews is that they will not be participating.)

latonykovachcreditsmhvillagemhpronews-manufacturedhousingindustrynews-mhpronews

L A ‘Tony’ Kovach, credit, MHVillage.

Then, at 2:30pm Central, Kovach is front and center with his presentation “Attract and Sell More Qualified Customers Engaging the Public Through Media,” sharing facts, figures, tips, and strategies to create positive media that will attract and sell more qualified customers for your location(s). This is a proven tool to attracting and selling more cash and well-qualified credit customers.

show-me-the-money-tunica-manufactured-housing-show-posted-daily-business-news-mhpronews-com-

Click the image above to learn more. Credit, Show Ways Unlimited, MHProNews.com.

To learn about the manufactured home lenders panel discussion, and more about the education above, click here.

2017 Tunica Manufactured Housing Show takes place at the Resorts & Hollywood Casinos in Tunica, Mississippi. For more information on the show, click here. ##

 

(Image credits are as shown above.)

rcwilliams-writer75x75manufacturedhousingindustrymhpronews

RC Williams, for Daily Business News, MHProNews.

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