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by Michael DuPure

(Editor's Intro: Mike's high volume sales performance has worked in both the retail and community based sales operations. We're pleased to have him back from last month, if you want to enhance your sales and missed his previous articles, check it out in our archives!)

Mike DuPure photoCompanies and trainers talk about good referral business, and try to keep the sales team aware of the fact that word of mouth is some of the best advertising. By all accounts it most definitely is valuable! On the home retailing side of the MH Community business, the most obvious referral is of course one's present residents. Through the years, I've seen that good internal Customer Service is important - and in the electronic age today - it is essential. But there is another source of referral business that is often overlooked…

Too many in the community business ignore or avoid the needs of those residents who are selling their manufactured homes, seeing it as a loss to be avoided. Most of the time it is a life change that prompts their decision: some unfortunate family tragedy, unemployment, a new job, another child on the way, divorce, illness, a death in the family or some other reason forcing a move and the start of a new page in life. Whatever the case, in a well-run community, perhaps 90 percent of the residents loved being there. Thus, they deserve better treatment from sales and community management - yes, even when they are leaving us! Besides, the exiting resident is just as much a possible source for referral business as the incoming or existing residents are!

When giving good customer service, we must walk the walk and talk the talk ALL the time. Brokered home sales should be picking up! By treating the existing resident like gold, whether they've been with your location for two years or 20 years, you are opening up opportunities for sales to that departing resident's circle of influence that is still going to be in your area!

The exiting resident's interests need to be accommodated in the best possible way, just as much as you should treat the prospective client who is considering purchasing a new home. In all sincerity, we should all remember this: "Coming or Going, You're all Valuable to Me!"

In areas where brokers from outside your MH Community are active, those brokers come in, list and sell ANY resident they can, operating on the theory - coming or going - the client is valuable! Okay, then think about both the revenue stream AND the good will stream you get when you treat everyone like gold, regardless if they are moving in or moving out!

Earlier, I mentioned how in the electronic age, good customer service is more important than ever. For those who are mentally stuck in the pre-internet past, you may not realize how devastatingly easy it is for an upset customer or resident to tar and feather you and your firm online. I've seen businesses and communities that in a Google or Yahoo search have multiple negative comments next to their 1-star-rated report. People no longer have to call the Better Business Bureau, they can simply go online and post a comment about your business, next to your search, on their Facebook or Twitter pages, or any number of other ways.

But think! The reverse is also true! If you give great service, and your client is thanking you, why not ask them for that good rating? Why not ask them to give you a letter of reference? Why not post that letter of reference online, at your website, Facebook page, etc.? Getting good references are EASY when you give good service, because then you can easily ASK for the reference, and what are they likely to say after you've treated them so well?

A while back, at a location that I had recently arrived at, I took a resident that I didn't sell, and sat down to listen to their service concerns. I did my best to resolve it, even though it wasn't my client (and thus wasn't my commission). This once unhappy resident became utterly delighted in short order, their issues were resolved with a "let me see what I can do, thank you for your residency" and a smile! Once happy, it was easy to ask for a letter of reference. The letter the lady wrote was simply aglow with praise, as if she had been given great service from day one.

Now if that is possible with a client who starts out upset, IMAGINE what YOU can do with the client who is coming in fresh, and you are the one that is in control of their total experience!

With these basic points in mind, let's look at the following strategy for those "coming or going."

First list all residents' homes. Don't just list it to keep them on the hook, list them with the idea that you are going to help them sell it!

Remember (and if necessary, remind them) that we already know them and their home better than some outside service. Then, get them involved in the selling process. Give them tips on preparing the home for showing it at its best.

Now, with this added inventory, new prospects who are calling in have an even wider and more diversified selection available to them! You, as the sales person, have more opportunities to help them sell!

The resident who is leaving and is in a positive frame of mind is just as valuable as the new resident who is coming in. Just the other day, I contacted a resident that had their home listed with an outside dealer which expired. She was discouraged. Well, I explained to her that my community manager had described all the remodeling she had done in their home. She asked me how much to advertise and list the home. I said nothing, we did it all at no charge, and only took our commission when the home was sold. She was quite amazed at the positive attitude she was getting and all this good attention to her and her needs. She asked, why do you care so much, when you know that I am moving? I told her you've been a long-time resident here with us in your beautiful home for a long time and we definitely have appreciated her as a resident. This lady promptly began spreading the word…and you know the result!

Need I say any more?

Treat them ALL like gold, and you'll never regret it! "Coming or Going, You're all Valuable to Me."

Mike DuPure photoMichael K. DuPure, Sales Manager for Michigan-based Choice Properties, is an 11-year veteran of the Manufactured Home industry, plus years of other sales and management experience. As noted last month, Mr. DuPure was a catalyst in a three-man sales team that closed 75 Manufactured Home contracts in 90 days! That impressive result occurred not years ago, in some heady boom era, but in 2009 - during this long "housing bust" and in a downward spiraling market. Mike has sold in MH and modular home retail sales and in manufactured home community-based sales environments. He has not only set sales records for the firms he works for, but has also ignited record sales for the teams he has worked with. You can contact Mike via his comment post box below this column. Post your comments, questions and feedback below - and don't be surprised if Mr. DuPure personally responds to your statements and inquiries!

Daily Business News Briefs

As the Community Turns… are Residents Hurting Themselves?

As the Community Turns… are Residents Hurting Themselves?

In a story that the Daily Business News has been following extensively, the saga of the East End Mobile Home Park in Manassas, Virginia has shown signs of hope. But, the very residents that have fought to stay, may actually put themselves in a position to not be able to do that. Last week, we […]...

29 Apr 2017

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Consumer Confidence Index Report in for April

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The slog of “sausage making” in Congress was a contributing factor in the April Consumer Confidence Index, as it ticked down in April, but consumer outlook for the next six months remains positive. According to CNBC, the Index dropped to 120.3 in April, while economists were expecting the index to only fall to 122.9 for […]...

28 Apr 2017

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Carlyle and Killam Leap, Manufactured Housing CV, Broader Markets End Week …

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Noteworthy headlines on – CNNMoney – Google launches servers in Cuba. 21,000 AT&T Wireless workers could strike Monday. Exxon profits surge 122 percent, ending two-year slump. A third of Starbucks sales were made online or via app. Some bullets from Fox Business – Trump Saves NAFTA for now, U.S. borderland cheers. U.S. Congress p...

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Manufactured Housing Community Helps to House Students

Manufactured Housing Community Helps to House Students

As the messages about the quality, affordability and efficiency of manufactured housing continues to make its way into the mainstream, more and more groups are taking a deeper look. That also goes for colleges and universities. According to TropNews, Troy Villages at Walnut Creek, which provides off campus housing for Troy University in Troy,...

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Is Modular Movin’ on Up? Builder Sees Opportunity

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On Martha’s Vineyard, style and price are par for the course. For builder Bill Potter, he saw opportunity to deliver both, with modular, at the right time at the right price. According to MV Times, when the markets crashed back in 2008, Potter and his wife Terry started asking themselves what they could do with […]...

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Clayton Homes Building Out, Giving Back

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Clayton Homes, a subsidiary of Warren Buffett’s Berkshire Hathaway, has announced that it’s constructing a $14 million training lodge at its corporate headquarters in Maryville, TN. “This is part of improving the team member experience throughout Clayton,” said Chris Martin, a spokesman for Clayton. “It represents an investment th...

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Manufactured Home Owners Catch a Break

Manufactured Home Owners Catch a Break

In Colorado, House Bill 17-1354 is music to the ears of manufactured home owners and residents throughout the state. According to the Reporter Herald, the bill would help prevent residents from losing their homes over delinquent tax bills they didn’t know were unpaid, and is one step closer to becoming law. The Colorado House Local...

27 Apr 2017

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Patrick Rises Over 3 Percent, Manufactured Housing CV Broader Markets Jump

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27 Apr 2017

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Is Time Finally up for the CFPB?

Is Time Finally up for the CFPB?

Movement by the House Financial Services Committee, led by Chairman Jeb Hensarling (R-TX), could spell the end for the Consumer Financial Protection Bureau as we know it. According to ACA International, the committee debated the future of the Financial CHOICE Act during a hearing yesterday. Originally introduced by Hensarling in 2016, the CHOICE...

27 Apr 2017

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More First Nations Turning to Modular

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Throughout Canada, many First Nations native tribes are struggling with the dual challenge of quality, and affordable, housing. Mold and other natural elements, when combined with overcrowding, present issues tribal members call a “sad reality.” The solution, they believe, lies in modular housing. According to the CBC, the Yale First Nation in Bri...

27 Apr 2017

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Bark Worse than Bite? Manufactured Housing Institute Slams Trump Administra…

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Comments from Commerce Secretary Wilbur Ross on CNBC yesterday regarding proposed anti-subsidy tariffs on Canadian goods raised quite a stir. “The tariff is not the beginning of a trade war with Canada,” said Ross. “It shows President Trump is making good on promises to hold Canada accountable for unfair practices such as those that have hurt [&#82...

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New Sponsors

Featured Articles and Reports - April 2017 Vol. 8 No. 7

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MARKETING

*** Price Reduction *** North Tampa Portfolio - MH & RV | 380 Sites | Flori…

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Live Oaks & Blue Oaks MHP Portfolio | 170 Sites | Topeka, Kansas

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FINANCING

Security Mortgage Group Setting Hot Pace in First Quarter of 2017

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by Pierce Redmond Security Mortgage Group, a national award-winning MH Community lending broker, is pleased to have financed $78,632,000 thus far in 2017 for several manufactured home communities nationwide. NSP_READMORE

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NFIB Provides Vital Small Business Guide

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Moves In U.S. Home Price Index

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Media, MHI Members Welcomed, Industry Warned

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by Soheyla Kovach At the 2017 Tunica Manufactured Housing Show, members of the Manufactured Housing Institute (MHI), and the industry’s top trade media were welcomed – without cost – by... NSP_READMORE

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Sunday Morning Weekly Recap Manufactured Housing Industry News March 26th 2…

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Cavco’s Buyout

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April Fools? – MHVille’s Complicated Politics, 2017

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ELS’ Sam Zell Sounds Off on Trump’s Wall

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City Residents Make Unexpected Moves – Opportunity for MH?

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Diverse Industry Reactions to Manufactured Home Community Closure Issue

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Chicago’s Mayor Favors Massive Modular Project

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Developers Going MOD in Housing Crisis

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Is What You Say Always Consistent with What You Believe?

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Press Releases

Triad Financial Services Inc., Announces…

Triad Financial Services Inc., Announces Formation of Triad Manufactured Home Risk Purchasing Group for Manufactured Home Dealers

Jacksonville, Fla. (April 21,2017) – Triad Financial Services, Inc (Triad) has been providing services to the manufactured home industry for over 50 years. During this time, Triad has incorporated various services to better assist those in the manufactured home industry. In 2016, Triad created a Risk Purchasing Group (RPG) in response to the increasing demand for affordable liability insurance for manufactured home retail dealers. In addition to insurance savings, the program will provide periodic loss prevention and risk management tips and information. In addition to the general liability program, Triad’s insurance division provides competitively priced inventory open lot coverage, commercial property coverage, commercial auto insurance, coverage for contractors equipment, as well as access to a national homeowners program for manufactured housing. Recent changes in the manufactured home general liability insurance markets have...

the MHMSM Team 26 Apr 2017 Corporate Press Releases

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Call for Nominations for the RV/MH Hall …

Call for Nominations for the RV/MH Hall of Fame Class of 2018

ELKHART, Ind., -- It's still six months until the October 31, deadline for nominations for the RV/MH Hall of Fame Class of 2018, and Darryl Searer, president of the RV/MH Heritage Foundation (Foundation) wanted to remind those considering nominating someone that they should start working on their nomination. Searer said, "Even though we are intensely planning for the induction dinner celebration for the Class of 2017 on August 7, 2017, it's really not too early to start the process of nominating a deserving individual to the Hall of Fame for the Class of 2018. It's a lengthy process that should not wait until the last minute, so I urge those who are considering a nominee to download the guidelines and forms so their nominee can be considered for the Class of 2018." The nomination...

Soheyla Kovach 21 Apr 2017 Corporate Press Releases

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*** Price Reduction *** North Tampa Port…

*** Price Reduction *** North Tampa Portfolio - MH & RV | 380 Sites | Florida

Portfolio Overview The North Tampa Portfolio consist of 3 communities in which 2 are located in Port Richey while the 3rd is located in Hudson, FL. All the communities have very desirable locations and convenient for an owner to have centralized management to create economies of scale. The trailing cap rates as a portfolio are in the 6.06% to 8.09% range while the year 1 pro-forma cap rates are in the 7.09% to 8.58% range.  This portfolio is a perfect opportunity for an investor to capitalize on the strong demand and growth occurring in Florida while being able to create economies of scale with a purchase of 380 sites. Portfolio Summary Investment:              3 Property Portfolio Star Class:               2-3 MH Sites:                 70 RV Sites:  ...

the MHMSM Team 04 Apr 2017 Corporate Press Releases

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SECURITY MORTGAGE GROUP Finances $78,632…

SECURITY MORTGAGE GROUP Finances $78,632,000 in the First Quarter 2017

ROCHESTER, N.Y. – Security Mortgage Group, a national award-winning MH Community lending broker, is pleased to have financed $78,632,000 thus far in 2017 for several manufactured home communities nationwide. The most recent March closings included the following: Managing Director, Gerard D. DiMarco, Jr., secured acquisition financing for two manufactured home communities totaling 192 sites in Wyoming. The $4,750,000 loan featured a limited prepayment penalty and flexible lending terms. Gerry also helped negotiate financing for a repeat client’s purchase of a 184-site mobile home and RV park in Corpus Christi, TX with a non-recourse loan of $2,445,000.  Anthony J. DiMarco, the other managing director, helped negotiate financing for a repeat client’s Ohio and Kentucky MHC Portfolio with over 700 sites. The $26,025,000 non-recourse loan featured a long-term fixed rate.   In addition, Anthony closed a...

the MHMSM Team 04 Apr 2017 Corporate Press Releases

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Live Oaks & Blue Oaks MHP Portfolio | 17…

Live Oaks & Blue Oaks MHP Portfolio | 170 Sites | Topeka, Kansas

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the MHMSM Team 04 Apr 2017 Corporate Press Releases

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Sizzling Sunshine Homes! @ Tunica Show …

 Sizzling Sunshine Homes! @ Tunica Show = Exclusive “Total Package” for More Sales for Retailers, Communities, and Builder/Developers

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the MHMSM Team 24 Mar 2017 Corporate Press Releases

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