Archive

Posts Tagged ‘professional’

Finance Expert Dick Ernst of FinmarkUSA: introduction at Tunica Manufactured Housing Show 2014

May 20th, 2014 No comments

Editor's note. This public introduction was videoed during the business building seminars held during the 2014 Tunica Manufactured Housing Show.

Note that the Speakers knew they were being filmed.

Dick-Ernst-Financial-Marketing-Associates-tony-kovach-mhpronews-com1

An exclusive interview with Dick Ernst is planned to be featured in our upcoming June issue. Dick moderated the finance panel at aDick-Ernst-Financial-Marketing-Associates-tony-kovach-mhpronews-com3 packed room of industry professionals at the 2014 Tunica Show. Dick Ernst also moderated MH home lending and commercial panels, in an overflow crowd during the 2014 Louisville Show.

Dick is a key figure in meetings with industry and public officials, including the CFPB, FHFA and more.

Dick-Ernst-Financial-Marketing-Associates-tony-kovach-mhpronews-com2

You'll get exclusive insights into the widely acknowledged top man in the manufactured home finance business, into industrymhpronews-interviews-with- finance issues, how to generate more profits and much more. Watch for it – and the. Watch it – in June!

More video Interviews available today are found at this link below.

http://www.MHProNews.com/home/industry-news/industry-in-focus/7540-global-eyes-on-manufacturedmodular-home-movers-shakers-and-news-makers

Our thanks to Dick Ernst at FinMarkUSA.com for his profit-making and protecting leadership for businesses, associations and others, and my thanks too for his kind words shared in the video above. ##

(Image and video credits, ManufacturedHomes.com in association with MHProNews.com)

9 Reasons Why You Need CRM

January 15th, 2014 No comments

Customer Relationship Management (CRM) is nothing new; it’s been around since the days of the Rolodex. Tickler files, ledgers, manifests, and even the ‘little black book‘ are relationship management tools that date back for centuries. But CRM has never been more important to closing sales than it is today.

Unless you do business on a very low scale (or work for only one or two clients) you are wasting precious time and missing sales opportunities if you’re not putting a CRM system to work for you. Here are 9 reasons why you need an effective CRM in your business:

Speed

Face it – the bulk of your leads and new customers likely come from online advertising – your website, directories, etc. If your customers find you on the web, they expect you to do business at the speed of the web, i.e., instantaneously. An effective CRM system should capture leads from online sources and send a response to new inquiries instantly and automatically.

The Fallibility of Memory

“The weakest ink is better than the strongest memory,” so the saying goes. And it’s true. Today’s sales professional is just too busy – and the workplace too hectic – to rely on memory alone to follow up with potential buyers. Without a single, organized place to record all client data, you will end up missing important communications – and losing sales. If you’ve ever grabbed whatever piece of paper is handy to record notes from an incoming phone call (and then lost or thrown away that paper as trash), then you know why you need a better system.

Awareness

Once you’ve attracted and recorded a new lead, you need a means to nurture their interest and remain front of mind with them. An effective CRM system will prompt you to keep in touch with prospects with relevant communications that address their key interests. Really good CRM systems will allow you to automate much of this process, including emails, phone calls, letters or post cards, and appointments. The goal: encourage a face to face meeting in your sales center.

Response

Nothing says “your not important; I don’t care” like failing to respond to a prospect’s question. Or not following up with them in a personal way. Or forgetting their name or the model or lot they’re interest in. An effective CRM system keeps all that information handy and accessible by computer, tablet or smart phone, and alerts you when you to appointments, incoming emails, or when it’s time to follow up with a phone call. And really good CRM systems allow you to store all relevant files – letters, plans, photos, etc., in the same place, so you always have every piece of information you need at your fingertips.

Management

So far, we’ve given valid reasons why every salesperson should use a CRM system. But it doesn’t stop there. If you manage a sales team, you need to know what opportunities are in the pipeline, which prospects are the most likely to close quickly, and what you can do to help move those urgent sales forward. You also need to see that every prospect is being properly followed up with by the sales consultant, and to give additional training and help where it’s needed. An effective CRM allows you to accomplish all that, and more.

Reports and Projections

What are your most effective lead sources and ROI from advertising? What are your projected sales (units and/or dollar volume) for the next month, quarter, and year? What is the average closing rate for your sales team? For individual salespeople? What is your average closing time, from initial contact to close? An effective CRM answers those questions and allows you to better manage your sales team, your advertising and your cash flow.

Service

Because your CRM program allows you to schedule appointments, tasks and alerts, you’ll be able to keep up with service calls or punch lists quickly, without ever worrying that an important call with fall through the cracks. Do you do annual maintenance, reviews, maintenance or renewals? Schedule these in your CRM, with alerts 30-days prior to the scheduled date to send notifications to customers and/or service agents. A really good CRM will automate these notifications and communications so you won’t have to.

Referrals

It should be the goal of every sales group to increase referral sales. A good goal is 30% – 40% of total sales. How do you reach that? By keeping in touch, servicing and nurturing existing customers or tenants. Every effective Customer Loyalty or retention program is powered by a CRM system. A CRM program will allow you to include past customers in any marketing events, such as open houses, seminars, or home shows, as well as send cards or congratulations on move-in anniversaries, for holidays, etc. A really good CRM will allow you to automate all of these processes, including alerts and email notifications, so that everything takes place seamlessly and without staff time to schedule.

Connectivity

While stand-alone CRM systems can provide all of the above, many will also connect and share data with other programs, such as your accounting program, inbound lead sources, rent or tenant management system, or point of sale program. This connectivity expands the value of a CRM to keep all customer data, from lead source to rent history, all in one place, saving time and avoiding ‘multi-system chaos’ that stifles use and frustrates business owners/managers.

So, there you have 9 good reasons to stop using that old, outdated spreadsheet or restrictive paper system and step up to a CRM system that will save you time, streamline your sales and marketing processes, and make your team more effective in closing more new and referral sales.

You should check out additional reasons to consider CRM at this story by Jason Brady linked below:

Start the Year off Right!

l-a-tony-kovach-scott-stroud-jason-brady-mhpronews-com1.jpg

Want to learn more? Then, join discussion moderator L. A. “Tony” Kovach, Jason Brady from ManufacturedHomes.com and me at the Louisville Manufactured Housing Show on Wednesday, January 23 at 9:30am SHARP for a special panel presentation on CRM for the Housing Industry. Go to this link at the www.TheLouisvilleShow.com site for details. ##

scott-stroud-posted-mhpronews-com-industry-voices-.jpgScott Stroud
180 Enchanted Dr.
Somerset, KY  42503
p. 606.677.04547

email:  sstroud@builderradio.com

(Editor's Note: The entire business building seminar lineup for the Louisville Show is linked here. It is currently the hottest page on their site, immediately after the home page!)

Community Owners! MHC Lessons Learned

January 8th, 2014 No comments

Join your peers in the MHC world for an exciting hour to learn real life proven methods of how to improve your land lease communities Bottom Line Performance! Get tips from seasoned professionals who have profited in large, medium and small Manufactured Home Community (MHC) operations.

This is a program you will not want to miss.

ross-kinzler-wisconsin-housing-alliance-mhpronews-industry-voices-hall-of-fame-

The panel discussion will be moderated by Ross Kinzler, Executive Director of the Wisconsin Housing Alliance. Ross has over 25 years of experience in the Manufactured Housing Industry. He has been active at both the national and state levels. He is a founding member and past Chairman of the Manufactured Housing Educational Institute. Ross currently serves on the Executive Committee and Board of the RV/MH Hall of Fame. In addition, Ross has taken on many leadership roles industry wide and has served on numerous boards and committees dealing with issues facing MH communities.

tammy-fonk-8-2013-cbre-posted-mhpronews-industryvoices-.JPG

Among those in our three person panel is Tammy Fonk, an Associate with the CBRE MH/RV National Group. Tammy was born and raised in the MH industry with two family owned communities. She operated the family owned company's sales and marketing business as well as having an active role in day to day community operations and resident relations. As a member of the MHRV Team, Tammy now works closely with public and private investors on building business relations and opportunities to enhance the Manufactured Housing Industry as well as the RV Resort and Marina properties in North America. Tammy works with owners and buyers of small, medium and larger communities in addition to representing large portfolio owners.

don-westphal-manufactured-home-community-development-operations-owner-posted-mhpronews-com-industry-voices-.png

The panel also includes Don Westphal President of Don C. Westphal & Associates. Don has over 40 years of experience of working in; community conceptual planning, master site design and landscape architectural design for land lease communities. Don has represented developers and owners of communities from concept plan approval all the way through final construction. He also works with owners on Community Imaging and on Marketing Plans for communities. The communities have ranged in size from a small number of home sites to those with over 500 sites. Don was featured in this interview, A Cup of Coffee with…Don Westphal.

rick-rand-l-sam-zell-c-jim-clayton-r-posted-manufactured-housing-pro-news-

The third panel member is Richard (Rick) Rand, President of Great Value Homes, Inc. Rick has over 33 years of experience in the manufactured housing industry. GVH is an acquisition, development and property management firm specializing in multiple aspects of the Manufactured Housing Industry. The Company currently operates 6 Manufactured Housing Communities and is also a distributor of Manufactured Homes sold in the communities.

In addition, GVH acts as a broker for the resale of existing manufactured homes for residents who reside in the land lease communities the Company manages. Richard also acts as a consultant to institutional investment and private firms on various aspects of the Manufactured Home Industry.

Rick was founder and President of Asset Development Group, Inc. and its affiliate, Home Source One, LLC. From 1984 time until his departure in 2004, he grew the company to the 25th largest owner of manufactured housing communities in the country. During his tenure at Asset Development Group, Inc. Rick managed all aspects of the enterprise. He was responsible for all of the Company's property acquisitions and requisite financing. From the Company's inception, he oversaw the staffing and training of the ADG/HSO employees and management team. In addition, Rick was responsible for the planning and development of over 2,500 new manufactured homes sites that were both additions to existing communities and new green field development.

Rick is featured in this exclusive interview, A Cup of Coffee with…Rick Rand.

The Louisville Seminars are one of the most popular draws for attendees to the show.

business-building-seminars-credit-manufactured-housing-pro-news-posted-louisivlle-show-com-.jpg

Come Join us at the 2014 Louisville Manufactured Housing Show! The Show was the best attended event in all of Manufactured Housing in 2013. Most industry members can attend free, learn more at the link above, and learn more about the other valuable seminars available for industry members at this link. ##

rick-rand-great-value-homes-manufactured-home-pro-news-industry-voices-guest-blog-.pngRichard J. Rand
President
Great Value Homes, Inc.
9458 N. Fairway Drive
Milwaukee, WI 53217-1321
414-352-3855
414-352-3631 (fax)
414-870-9000 (cell)
RickRand@gvhinc.net

You Might Be a Redneck!

December 12th, 2013 No comments

You might be a redneck if: It never occurred to you to
be offended by the phrase, 'One nation, under God..'

You might be a redneck if: You've never protested about seeing
the 10 Commandments posted in public places.

You might be a redneck if: You still say ' Christmas'
instead of 'Winter Festival.'

You might be a redneck if: You bow your head when
someone prays.

You might be a redneck if: You stand and place your
hand over your heart when they play the National Anthem

You might be a redneck if: You treat our armed forces
veterans with great respect, and always have.

You might be a redneck if: You've never burned an
American flag, nor intend to.

You might be a redneck if: You know what you believe
and you aren't afraid to say so, no matter who is listening.

You might be a redneck if: You respect your elders and
raised your kids to do the same.

You might be a redneck if: You'd give your last dollar to
a friend.

You might be a redneck if you are tired of government overreach, such as ObamaCare, Dodd-Frank, the SAFE Act, CFPB and an alphabet soup of federal agencies that want to throttle our businesses or run our personal lives.

You might be a redneck if you've read this far, and you've nodded in agreement more than half the time. When I read some of the above from an article that had no author's name, and I added the last ones which impact manufactured housing home owners, professionals and the rest of our country too.

God Bless America! ##
Submitted by Larry Hahn

Captive Finance Redux: Are you dealing with the Gestapo/NSA or Colonel Klink?

August 21st, 2013 No comments

Tony,
I've been delighted with the self-financing articles and feedback you have gotten on the subject. I've never doubted self-finance can be done properly, but that said, I don't think most can or will do it properly. Instead I believed the industry would often take the course many are revealing in your discussions; non-compliance, "I'll take my chances."

Interesting, but hardly surprising.

As I've written in the past, the various recent lending laws, federal and state, will and are having a demonstrable effect on the industry, likely to put the finishing touches on what little remains of the industry, reducing it even further.

Does this mean total death? Oh, I doubt that. Remember companies still sell buggy whips, not many, but they are still sold. As long as the industry continues to put people in homes who are not good at putting themselves in homes, a segment will remain. As will homes going on to owned land by those who trotted down to their friendly Hometown Bank, sat with their hard working banker and earned a loan for a HUD going onto their land.

Not many homes you say? Well, yes I agree with that. But some will still sell. Captive Finance will do some, but risky, unprotected self-financing will sell most homes. Is it illegal to speed? Yes, if you get caught. Obviously the same holds true for non-compliant lending.

There are few if any reports of originators of non-compliant loans being called to the gallows, or of loans declared invalid, (big deal in an industry with innumerable invalid loans), but, and this is the big one, still few if any reports of fines and crowbar motel residency. I suspect until the crowbar alternative becomes far more common, as with your various admitters, non-compliance will grow and perhaps even prosper. This leaves open whether in 1935 Berlin, oops, 2013 America, the Gestapo/NSA is checking the papers, or like Sgt Schultz, will see nothing. So far, they see nothing.

I have no doubt many of these offensive laws were carefully crafted to include MH, which leaves the futility of trying to change these laws to not include us as somewhat pathetic, but as an industry we still seek the get-out-of-jail card, which is in the deck right beside Marvin Place. These are both hard to get, kiddes.

So's, we's takes our chances, the "buyer" gets his desired home, the retailer/park owner gets a down-payment, resident, a stream of income and everyone lives happily after, until "innocent buyer" defaults and Illegal Aid gets involved, and reports the non-compliance to the massive Inadequate Buyer Protective Society. Then, the soggy brown stuff could hit the fan with the strong arm of The Man going full force against TrailerBoy. Ouch!

Can or will that happen? Well, yes it can, but will it? My 40 year experience with destructive retailer fraud on buyers was that it was little noticed by the authorities, it had to be BIG.

It remains to be seen whether we now will be dealing with Col. Klink or Buford T. Justice on non-compliance with this panoply of laws. For the sake of the MH self-admitted "misdirected," lets hope Klinky is still doing reruns and too busy to notice the industry's escape attempts.

But if it turns out these Alphabet Laws are actually enforced by Henrich Himmler's heirs, I'm not sure it is wise to be "non-compliant." Sometimes you have to admit the cards dealt are a very bad hand. It seems that way for MH and the spate of new lending laws.

I know one park owner who simply rents the home to the buyer for three years or until early default, which ever comes first. Once the buyer demonstrates a pattern of payments, he conveys the home, takes a promissory note not secured by the home, and hasn't found a big difference over his past experience with home sale with mortgage, etc. But he sleeps well knowing he might get his azz rumpled by the  borrower in this process, (so what is new?) but says at least at night he can sleep without the overhang of Att'y Gen Eric Holder visiting him for non-compliance.

Holder can bring those Philly Bad Guys from the voting place with their iron pipes to assure compliance. There is a true, Ouch! ##

marty-lavin-posted-on-mhpronews(2).jpgMARTIN V. (Marty) LAVIN
attorney, consultant & expert witness
Practice only in factory built housing
350 Main Street  Suite 100
BURLINGTON, VT 05401-3413
802-238-7777 cell  802-660-8888 office
Forget what people are saying, especially politicians. Instead, watch what is happening.” – Marty Lavin

 

Editor's Note: Marty's column is in response to these keenly read, linked articles:

Publisher Tony Kovach will plan a comment on this topic on the Masthead blog, to be published later on 8.21.2013

The Lack of Sales Training in the Manufactured Housing Industry

August 20th, 2013 No comments

Tony, in your LinkedIn Discussion, you asked the question, “Are manufactured housing pros today truly 'trained' to sell new MHs?

Unfortunately, the answer is (for the most part), “No.”

When the tidal wave of a slowing economy, a major downturn in housing starts, an skyrocketing number of foreclosures and lower site-built mortgage interest rates hit, we saw the biggest sales collapse that I can remember in over 20 years in and around the industry.

It's sad, but when most companies experience lower sales, the FIRST thing that goes are the things they list as "nice to have" items, like training.

Great companies invest in MORE training during economic downturns, to ensure that they have the best chance of selling to every Client that walks through the door. IBM is a great example of this.

The training that DOES occur is typically in-house training, where companies are most likely to become myopic in their view of the industry. And, when this happens they revert to teaching the things that worked in the past, which they find aren't effective in TODAY's market; which also reinforces the idea that “training doesn’t help.”

This is a HUGE problem, because today’s market is dramatically different than the industry of yesteryear.

Today:

OVER 90% OF ALL HOME-BUYERS (Including Manufactured Housing Clients) DO THE MAJORITY OF THEIR SHOPPING ON THE WEB! 

And virtually 100% of the BEST BUYERS shop via the Web.

Most dealers don't seem to be aware of this – or if they ARE – they don’t know how to use the Internet to attract the attention of the best buyers.

If they don't have a compelling marketing message – if their website and associated social media sites aren't professional and appealing – then potential Clients see that dealership as amateurish, and never "convert" (that is, click through and ask to be contacted by a salesperson), much less visit that sales center.

When a good buyer DOES contact a dealership, the sales professionals have to know how to use multiple modes of communication to engage that Client.

They have to be professional, credible, and competent on the phone; with email; and with social media to create a "three-dimensional" relationship with the customer.

When the Client believes they've found a credible company, sales professional, and the right home, THEN they will come to the sales center to COMPLETE the purchase process. This means that sales and marketing are now a combined effort and that…

THE SALES PROCESS HAS CHANGED IN A MAJOR WAY!

Whether the industry wants to believe it or not, this has become a Web-Driven market, and sales professionals have to be good at using the tools and techniques that work in this new environment.

Training that addresses these and many other changes in our marketplace is virtually non-existent; and most of the training that IS available is dated and out of step with today's market.

In addition, most manufacturers and/or dealers are exceedingly reluctant to invest in training.

The manufacturers that have big backlogs believe that if they build a better, cheaper product, that they will ALWAYS have a big backlog.

Those that DON'T have big backlogs think that PRODUCT is the answer – not training.

They believe the problem is that they haven't found the winning combination of features, benefits, and price point. Therefore their efforts and money are invested in product development, not sales force development.

They don't understand how important it is to invest in Web-based marketing and associated training.

The net result of this is that many existing retailers will suffer and die on the vine, and new ones will come and go. And, when the next big downturn hits the industry, manufacturers and retailers alike will be poorly-prepared to deal with it, because they will not have invested in the single most powerful marketing and sales tools in existence:

  • A strong digital media marketing presence
  • And great sales training to build the skills needed to bring great prospects in off the Web; and then to convert the sale, once they have the Client on-site.

I love this industry! It provides housing for a socio-economic group that will always need affordable, good quality, energy-efficient, attractive housing.

But the industry continues doing the same things it's always done – even though the market has changed in a dramatic way.

There was a good book written by Spencer Johnson in 1998, "Who moved my cheese…" The theme of the book (a shifting marketplace) strikes at the heart of the manufactured housing industry today.

My greatest hope is that a few manufacturers & dealerships will recognize the need for major change, and will invest in both Web-based marketing AND in modern, market-relevant sales training; both of which would help the industry increase its share of the housing market. ##

jim-carpenter-posted-manufactured-home-professional-news-mhpronews-com-75x75-.jpgJim Carpenter,
The Carpenter Consulting Group,
previously with Oakcreek Homes