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New MH Industry Reports – “Politically Incorrect, Factually Accurate”

August 7th, 2017 Comments off
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Collage credit, MHProNews.com.

As promised last week, the Manufactured, Modular and PreFab Housing Industry’s new featured articles and reports are live on the MHProNews home page.

Recent or first-time visitor?

Then go to the home page, and scroll down past the Daily Business News and MHLivingNews modules, and on the center left, you’ll find over 18 new featured articles and reports.

Among those are 4 “headlines news” features, that can help busy professionals catch up with the top news stories that impact manufactured housing for the month in review.

Trends, research, new developments, expansions, closings, data, company, association, finance, economic, and political topics which impact the industry are part of this August 2017 new Featured Articles.

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Collage credit, MHProNews.com.  Click above to see the home page.

“Politically Incorrect, Factually Accurate”

Our sponsors, team members, and management thank you for making us the runaway number one professional resource in the manufactured housing industry’s trade media.

 

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Politically incorrect, factually accurate. We provide a wide range of vantage points, but always strive to be factually accurate. If you ever see a factual error, please let us know. Thank you for making us the runaway #1 in manufactured housing trade media. Click above to see the home page.

As True Today as When This 2 Minute Video Was Made


We Provide, You Decide.” ## (Announcements, associations, how-to, opinions, reports, features, and headline news).

(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.

Upscale Prefab Home Showcased in the Desert

December 19th, 2016 Comments off
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Credit: Marmol Radzinder.

LA-based design studio Marmol Radzinder recently shared images of their Las Vegas, Nevada prefab home completed in 2009.

The home, on a hillside location overlooking the city, consists of 36 prefabricated steel frame modules, which were assembled off-site while concurrently the foundation work being done on-site. This combination cut the total construction time to 12 weeks.

Another unique feature to the home is that it is partially buried in the ground, which allows it to take advantage of the earth’s naturally cool thermal mass, and thus helps insulate the home.

Deep patios also support control of the amount of direct sunlight hitting the interior.

The 18,000 square foot home includes four bedrooms and five bathrooms, a spa, pool, a series of partially covered and uncovered patios and courtyards.

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Credit: Marmol Radzinder.

12′ by 12′ modules was not only a cost effective solution for the construction but also provided Marmol Radzinder to play with indoor and outdoor spaces, consistently blending both throughout the house,” a statement from the company said.

A tiled deck that spans out onto a large central courtyard ensures natural light and ventilation to every room in the house, and louvered roofs that cover outdoor terraces also function as shading devices for the glass walls.

The living area combines a standard 12-foot module with another partial module making 15-foot tall ceilings that provide expansive views.

The Daily Business News has featured the work of Marmol Radzinder in the past, including their nod to lead the architecture design for eleven new manufactured homes that were showcased by the city of Santa Monica, California as examples of green technology applied to manufactured housing. That story is linked here. ##

(Image credits are as shown above.)

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RC Williams, for Daily Business News, MHProNews.

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

Manufactured/Modular Home Retailer Grabs Positive Local Media Coverage

September 24th, 2016 Comments off

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

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

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

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

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

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

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

Making the Experience & Reality Match the Message

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

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

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Tom Fath, New Durham Estates.

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

 

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

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

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

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

Projecting Manufacturd Home Postives, While Reframing Negative Sterotypes

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

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

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

(Image credits are as shown above.)

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RC WIlliams, for Daily Business News, MHProNews.

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

 

 

 

Bloomberg – Manufactured Home Industry is the Solution to the Affordable Housing Crisis

September 23rd, 2016 Comments off
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The single section home is featured in a video on MHLivingNews. The Energy Star ™ would often sell in the low 50s, has 3 bedroom, 2 baths and is thus lower in cost than what the Bloomberg story shows as the average price. Image, Sunshine Homes, Red Bay, AL.

An article in Bloomberg makes the case that manufactured homes – what they refered to as mobile homes (sic), are an obvious solution to the affordable housing crisis.

It starts with a simple question: Why Aren’t We Building More Mobile Homes?” While their terminology isn’t exactly accurate – and they admit that mobile homes aren’t very mobile – their message is clear.  The manufactured home industry provides real hope for the American Dream of home ownership at a reasonable price.

Bloomberg’s article shares metrics that show people in West Virginia accepted delivery of more than 1,000 manufactured homes last year, while 2,000 conventional builders secured permits to for new single family homes. This means that 1 in 3 homes added in the state last year was a manufactured home.

The more facts one sees, the more apparent the solution becomes, as MH professionals know.

The average sales price of a manufactured home was $67,800 in April, 2016. By contrast, the average sales price for a site-built home in the same month was  $380,000. While the manufactured home was priced without land, even factoring land cost in creates an amazing savings.

According the stats in the Bloomberg article, 75% of manufactured homes residents have household incomes of less than $40,000 per year.

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Bloomberg means, HUD Code Manufacturd Homes, not mobile homes, but the stats are useful. Credit, Bloomberg.

While the graphic shown above cites that most of the manufactured homes are highly concentrated in southern states (where the bulk of sales have been,) there are over 500,000 manufactured homes in California, which has pushed aggressive regulation that continues to affect the ability to own a home.

While those of us in the industry can see growth, it’s not always as clear to those outside of manufactured housing, due to long insufficiently addressed lingering perceptions.

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Bloomberg cites age, loose lending practices and the fact the manufactured home sales peaked in the mid 90’s – when they made up 1 in 3 homes sold nationwide – among reasons they think MH loans started to go bad, flooding the market with foreclosures and thus limiting demand.

While MH is years into its recovery, the data also shows that manufactured home sales have been slower to recover from the last recession than other forms of housing.

Bloomberg points to Doug Ryan, director of affordable home ownership at the Corporation for Enterprise Development (CFED – a Washington-based nonprofit group,) who cites advantages, and challenges, that the industry faces.

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Doug Ryan, CFED.

You can put them anywhere you have the land, said Ryan. As the Daily Business News recently reported, CFED’s Ryan routinely promotes manufactured homes as an important option in the affordable housing crisis.

What you’re up against is the stigma. You’d have people coming to the planning meetings and saying that you’re killing their home value.” The Daily Business News has covered this scenario playing out in Austin recently.

The Bloomberg piece ends with something for the industry to think about:

Maybe it’s time for another rebrand. The homes vary in size and price, but they’re generally smaller than the typical site-built home. Instead of “manufactured,” why not borrow the name for another kind of often prefabricated abode: the tiny house.”

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Narrative control, it seems, is everything in the fight for the American dream.  As regular readers know, MHProNews and MHLivingNews, we’ve extensively covered the many ways that the MH industry is the solution to the housing affordability crisis in the U.S.

Underscoring Bloomberg’s tip to the MH Industry?  Rebrand them as tiny houses, which are hot. ##

(Image credits are as shown above.)

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RC WIlliams, for Daily Business News, MHProNews.

Submitted by RC Williams to the Daily Business News, MHProNews

Sizing Up Universal Forest Products?

November 18th, 2011 Comments off

TheMotleyFool uses the financials of Universal Forest Products, Inc. to demonstrate one measuring device that can be used to analyze the future value of an investment: Following trends in AR (accounts receivable) and DSO (number of days worth of sales owed the company). Problems with ARs and DSOs can spell trouble, but can also be an acquisition or taxes paid. The wavy lines on the flow chart for UFP, the Fool speculates, could be the company giving generous collection times to creditors in order to spur sales; perhaps they raced to book sales before the quarter ended. Looks good for the investors. But as for UFP, the signals are not actually clear: It’s year-over-year revenues shrank 2.4 percent, and its AR gained 4.6 percent. The quarter DSO increased 7.2 percent over the same quarter last year, but was down 1.2 percent from the previous quarter. The Fool cautions that differences in business models can alter the charts.

(Graphic credit: S&P Capital IQ)

More Americans Seek Smaller Homes in the Suburbs

December 3rd, 2010 Comments off

McMansions are rapidly becoming the housing equivalent of harvest gold appliances as more Americans are opting for smaller residential footprints, according to a new Relocation.com consumer lifestyle survey. Small homes in the suburbs? Sound like a market the manufactured home industry could tap into! In the survey, homeowners and buyers were asked to weigh in on what they saw as the ideal home size. Forty-eight percent of the respondents indicated that their ideal home size would range from 1,000-1,999 square feet, while 29 percent prefer homes that are 2,000-2,999 square feet. By comparison, five years ago, according to NAHB (National Association of Homebuilders) the average home’s size was 2,400 square feet, nearly 400 square feet bigger than what many homebuyers desire today. The survey also found many Americans still find the suburban lifestyle attractive. Desiring a home near the city, but still away from the ‘hustle and bustle,’ 54 percent of Americans indicated a preference for living in a suburban neighborhood. Urban and rural neighborhood settings were preferred only by 24 percent and 22 percent, respectively, of survey participants. “We’re definitely seeing more Americans downsizing due to the current state of the economy,” said Relocation.com Chairman and Founder Sharon Asher. “But as more homeowners rethink how much space they need, I think we’ll continue to see more innovative approaches to living well and sustainably within a smaller footprint.”