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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% 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 2 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 needs 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 an upset customer or resident can 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, 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 resident's 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 her 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 3 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

Sun Communities Gains the Most, Affiliated Managers Drops

Sun Communities Gains the Most, Affiliated Managers Drops

In the news from CNNMoney: Gun background checks are surging. Should investors fear Trump or Clinton? Johnson & Johnson lost another talcum powder cancer lawsuit. Outlook stinks for Priceline in the wake of the CEO’s inappropriate relationship with an employee. Legal marijuana sales tripled in 2015. Four U. S. governors say their states...

04 May 2016

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MHRE Expanding its National Footprint

MHRE Expanding its National Footprint

MHProNews has been informed MHRE Inc., Manufactured Housing Group, the real estate brokerage and advisory company predicated exclusively in the manufactured housing and recreational vehicle asset class, announces it is expanding from its Detroit home office to open locations in Orlando, Fla. and San Diego, Calif. to better serve its clientele with...

04 May 2016

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Trump’s Opponents Spent over $75 Million Trying to Defeat Him

Trump’s Opponents Spent over $75 Million Trying to Defeat Him

MHProNews has learned from thegatewaypundit that anti-Trump groups spent $75.7 million on 64,000 television ads against Donald Trump’s bid for the presidency, according to ad tracking firm Kantar Media/CMAG. This figure does not include ads that appeared on cable and satellite channels as those are not part of the tracking data. Conservative...

04 May 2016

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MH Community Residents Organizing to Prevent Closing of Lowry Grove in Minn…

MH Community Residents Organizing to Prevent Closing of Lowry Grove in Minnesota

Following a post MHProNews published April 30, 2016 regarding the planned closing of Lowry Grove manufactured home community (MHC) in St. Anthony, a suburb of Minneapolis, tcdailyplanet reports residents of the community have gathered to discuss their options in trying to maintain Lowry as their home. They would have to raise $6 million as a...

04 May 2016

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New Manufactured Home Community Considered for Alberta, Canada

New Manufactured Home Community Considered for Alberta, Canada

MHProNews has learned from mygrandeprairienow that a new manufactured home community (MHC) may be in the works for Grande Prairie, Alberta, Canada. Developers are considering property currently being used for agriculture production as the site. The city will take under advisement amending a bylaw to rezone the property, changing it from industrial...

04 May 2016

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Manufactured Housing Production Spikes 26.9% in March

Manufactured Housing Production Spikes 26.9% in March

The Manufactured Housing Association for Regulatory Reform (MHARR) informs MHProNews that statistics compiled on behalf of the Department of Housing and Urban Development (HUD) reveal production of HUD Code manufactured homes (MH) increased 26.9 percent in March 2016 over March 2015, 7,110 homes in 2016 over 5,602 homes last year. Totals for the...

04 May 2016

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Only one MH-related Stock Gains in Trading Today

Only one MH-related Stock Gains in Trading Today

In the news from CNNMoney: Lowest airfares in seven years this summer. French worker sues employer because his work was too boring. Elevators will one day move sideways, at an angle, even go outside a building into the city. Trump repeats unfounded story that Cruz’ father knew Lee Harvey Oswald, and by association was involved […]...

03 May 2016

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Home Prices Continue to Rise Faster than Wages

Home Prices Continue to Rise Faster than Wages

U. S. house prices rose 2.1 percent between Feb. and March, including distressed sales, and 6.7 percent between March 2015 and March 2016, according to constructiondive. Wages for would-be first time homebuyers likely did not rise that much on the year, MHProNews knows, putting a home out of reach. Reporting in its Home Price Index, […]...

03 May 2016

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Guerdon Modular Picks up where Zeta Communities Dropped

Guerdon Modular Picks up where Zeta Communities Dropped

Upgrading a post from March 28, 2016 regarding the closing of the Zeta Communities modular building plant in McClellan Park in Sacramento, Calif., MHProNews has been informed Guerdon Modular Buildings in Boise, Idaho is picking up some of Zeta’s unfilled contracts. Guerdon produced the apartments for Eviva midtown apartment building and the...

03 May 2016

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Results of Comparable Energy Efficiency in Manufactured Homes Revealed

Results of Comparable Energy Efficiency in Manufactured Homes Revealed

The Manufactured Housing Institute (MHI) tells MHPronews a three year project undertaken by the Department of Energy (DOE) compared the energy-saving attributes of three lab houses of varying designs tested side-by-side under controlled conditions in Russellville, Ala. The homes were built by Southern Energy Homes, part of the Clayton Homes...

03 May 2016

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CFPB Contemplating Clarifying TRID

CFPB Contemplating Clarifying TRID

Director Richard Cordray, of the Consumer Financial Protection Bureau (CFPB), responding to complaints regarding complying with the so-called Know Before You Owe rule for homebuyers —formally, the TILA-RESPA Integrated Disclosure (TRID) rule implemented Oct. 3, 2015 –wrote a letter to financial trades members stating the bureau is considering mak...

03 May 2016

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Featured Articles and Reports - May 2016 Vol. 7 No. 8

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Warmly Welcoming Martha Stewart

Warmly Welcoming Martha Stewart

by Nadeen Green, JD Well, my previous post from a view weeks ago was somewhat prescient as later that day Mr. Castro went public with HUD’s position on criminal background checks... NSP_READMORE

COMMUNITY MANAGEMENT & FAIR HOUSING (LEGAL)

Manufactured Home Lending, Regulations, Rentals and MH Communities – Don Gl…

Manufactured Home Lending, Regulations, Rentals and MH Communities – Don Glisson, Jr. - Video

by L. A. 'Tony' Kovach As an interview in this same issue with manufactured home community owner/operator Ed Zeman underscores, the MH Industry has undergone significant changes; often sparked by regulations... NSP_READMORE

FINANCING

Learn how to drive change in your organization and the industry at MHI Cong…

Learn how to drive change in your organization and the industry at MHI Congress & Expo

by Rachel Young Have you ever tried to make a change in your organization, with family or yourself, only to find things quickly reverting to the way it’s always been done? NSP_READMORE

GENERAL MANUFACTURED HOUSING INDUSTRY TOPICS

A Cup of Coffee with...Ed Zeman, Zeman Homes

A Cup of Coffee with...Ed Zeman, Zeman Homes

Who, What and Where: (Your name and your formal title at Zeman Homes and where your company is based). Edward Zeman, Chairman, Zeman Homes, Chicago, IL. NSP_READMORE

GENERAL MANUFACTURED HOUSING INDUSTRY TOPICS

Designs, Décor and Manufactured Housing Advancement

Designs, Décor and Manufactured Housing Advancement

by Katy Weldon Exciting things are happening in manufactured housing.  Everywhere there seems to be enthusiastic energy and the upbeat momentum that comes with positive change. NSP_READMORE

GENERAL MANUFACTURED HOUSING INDUSTRY TOPICS

We All Need Deadlines plus the Will to March On

We All Need Deadlines plus the Will to March On

by L. A. 'Tony' Kovach Regular readers of my Masthead Blog, featured articles or other posts by moi know you'll often find a good, inspirational or historic quote being applied to... NSP_READMORE

GENERAL MANUFACTURED HOUSING INDUSTRY TOPICS

What do you call it?

What do you call it?

by Tifanee McCall I recently returned from exhibiting at the Tunica Show where I had the opportunity to meet and talk with many of my fellow industry members. NSP_READMORE

GENERAL MANUFACTURED HOUSING INDUSTRY TOPICS

Blowing Away the Outdated Myths for Fun and Profit

Blowing Away the Outdated Myths for Fun and Profit

by L. A. “Tony” Kovach Manufactured housing has powerful truths on its side, but decades of outdated information, biased, slanted (or worse) kinds of media coverage have harmed us. NSP_READMORE

GENERAL MANUFACTURED HOUSING INDUSTRY TOPICS

Challenges to CFPB Constitutionality could Create Financial Havoc?

Challenges to CFPB Constitutionality could Create Financial Havoc?

by Matthew Silver Writing in National Mortgage News, Craig Nazzaro says there are two significant court cases now challenging the authority and structure of the Consumer Financial Protection Bureau (CFPB), both of... NSP_READMORE

GENERAL MANUFACTURED HOUSING INDUSTRY TOPICS

Champion Homes Expanding Operations in Kentucky

Champion Homes Expanding Operations in Kentucky

by Matthew Silver Champion Home Builders will invest $6.3 million in a manufacturing plant in Benton, Kentucky, leasing a 100,000 square foot facility and create up to 150 jobs for production... NSP_READMORE

GENERAL MANUFACTURED HOUSING INDUSTRY TOPICS

Clayton Acquires another Site-built Home Builder

Clayton Acquires another Site-built Home Builder

by Matthew Silver MHProNews has learned from builderonline that manufactured housing giant Clayton Homes has acquired Goodall Homes of Gallatin, Tenn. as it increases its mark on the site-built home industry, having purchased site home... NSP_READMORE

GENERAL MANUFACTURED HOUSING INDUSTRY TOPICS

MHARR, MHI Spar over FHFA & Duty To Serve Manufactured Housing via GSE Chat…

MHARR, MHI Spar over FHFA & Duty To Serve Manufactured Housing via GSE Chattel Lending

by Matthew Silver On April 26, 2016 the Federal Housing Finance Agency (FHFA) held a roundtable discussion with manufactured housing industry leaders, inviting those who commented on the proposal, to get... NSP_READMORE

GENERAL MANUFACTURED HOUSING INDUSTRY TOPICS

“Why is HUD Bent on Destroying the Manufactured Housing On-Site Market?”

“Why is HUD Bent on Destroying the Manufactured Housing On-Site Market?”

by Mark Weiss, JD As has been previously addressed in this column, one of the central reforms of the Manufactured Housing Improvement Act of 2000 was its matching directives to HUD... NSP_READMORE

GENERAL MANUFACTURED HOUSING INDUSTRY TOPICS

Would you buy from you?

Would you buy from you?

by Wayne Coakley Do you have a plan to inspire your staff, sales team, and management to give first class service to your customers? NSP_READMORE

MANAGEMENT

ZigOn Good Guys & Girls

ZigOn Good Guys & Girls

by Zig Ziglar Joe Craven had an idea to start a pottery manufacturing business. He built an advanced kiln but could not make it work. NSP_READMORE

PERSONAL REFLECTIONS, MOTIVATION and INSPIRATION

Are you stuck on your own pedestal?

Are you stuck on your own pedestal?

by Tim Connor, CSP We all have a certain degree of "self-adornment" but the real question is - is our self-made pedestal beyond - humility, wisdom, compassion and the ability to... NSP_READMORE

PERSONAL REFLECTIONS, MOTIVATION and INSPIRATION

Upcoming Events

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MHLIVINGNEWS.COM FEATURED HOME OF THE WEEK

Classifieds

Press Releases

Closed | 852 Sites | Lake Villa | Oxford…

Closed | 852 Sites | Lake Villa | Oxford, Michigan

MHRE Inc. Detroit Location: 12900 Hall Road, Suite 130 Sterling Heights, Michigan 48313 Orlando Location: 1040 Woodcock Rd, Suite 216 Orlando, Florida 32803 San Diego Location: 31890 Via Cordoba Temecula, California 92592

the MHMSM Team 03 May 2016 Corporate Press Releases

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Come “Make a Deal” with CU Factory Built…

Come “Make a Deal” with CU Factory Built Lending and Mountainside Financial at MHI National Congress & Expo

Open your doors of opportunity May 3 to 5 at the annual MHI Congress & Expo by playing Let’s Make a Deal with CU Factory Built Lending and Mountainside Financial. Visit MSF at booth 407 and CUFBL at booth 506 for your opportunity. Whether you’re a retailer, community owner or investor, our innovative programs are designed to meet the needs of your customers. As your credit union partner for manufactured home lending, we are committed to the sustainability of the manufactured housing industry, and the best interest of our members. We value stewardship of our members’ funds, therefore, we are dedicated to ethical lending practices. We look forward to seeing you in Las Vegas. If you have any questions before then, please visit us online at www.cufbl.com andwww.mountainsidefinancial.com. ###

the MHMSM Team 27 Apr 2016 Corporate Press Releases

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MHWC Will Attend the National Congress &…

MHWC Will Attend the National Congress & Expo, May 3-5, 2016

MHWC, the national leader in new home manufactured warranties, will be exhibiting at the 2016 National Congress & Expo to provide information on the benefits of its many warranty programs to builder/dealers and manufacturers. The Expo will be held on May 3-5, 2016 at Caesar’s Palace, Las Vegas. The National Congress & Expo is an excellent venue for attendees to obtain the knowledge and resources necessary to excel in today’s housing marketplace. Attendees will be able to choose from top quality educational programs and special events; network with the most successful professionals in the industry including manufacturers, community owners/managers, suppliers, financial service providers, insurers, retailers and more. Tifanee McCall, National Account Manager for MHWC, will be in attendance to answer questions and provide information on any of the numerous new home warranties and risk management services provided...

the MHMSM Team 01 Apr 2016 Corporate Press Releases

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Inventory Insurance for Floor Plan and R…

Inventory Insurance for Floor Plan and Retail Dealers

Triad Financial Services has been providing financing services to the Manufactured Housing Industry for over 55 years.  Triad is one of the leading lenders of retail finance in the industry.  In recent years, Triad has filled a void in the industry by providing Floorplan Financing for certain manufacturers and retailers alike. As part of Triad’s Floorplan Financing Program, Triad offers an Inventory Insurance Program. The Inventory Insurance Program is for both Triad Financed inventory and Non-Triad Financed Inventory.  The program offers exceptional coverage at very competitive rates.  Some of the program highlights include: Program rate for ALL states is $ .49 (per $1000 value of inventory) ALL perils including Flood & Wind (available in ALL areas) Includes a $100,000 Transit Limit No monthly reporting on Triad Financed Inventory Full replacement cost coverage on new inventory Premium will be...

the MHMSM Team 20 Mar 2016 Corporate Press Releases

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Closed! South Haven MHP - South Haven, M…

Closed! South Haven MHP - South Haven, Michigan

Property Overview South Haven contains 53 sites, which was built in the 1959 expanded in 1961, on 3.9+/- acres with a density of 13.59 units per acre. The community is serviced by municipal water and sewer, which is not sub-metered and is included in the resident’s rent. The streets are constructed of asphalt are in “average” overall condition. Sites in the community average approximately 65x40 and can accommodate both single and double wide homes, with overhead utilities, and off street parking for 1-2 cars.

the MHMSM Team 20 Mar 2016 Corporate Press Releases

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Michigan Manufactured Home Community Ren…

Michigan Manufactured Home Community Rent and Occupancy Continues Growth Trend According to Datacomp 16-Year Market Summary Report

Grand Rapids, Michigan – Datacomp, publisher of JLT Market Reports and the nation’s #1 provider of market data for the manufactured housing industry, today announced a 16-year summary of its manufactured home community rent and occupancy reports for major markets in Michigan. Recognized as the industry standard for manufactured housing market data for over 20 years, JLT Market Reports provide detailed research and information on communities located in 87 markets throughout the United States, including the latest rent trends and statistics, marketing programs and a variety of other useful management insights. The most recent JLT Market Reports for manufactured home communities in Michigan were released in February 2016 and include 363 communities encompassing 113,777 homesites. This summary report is based on rent and occupancy trends from February 2016 to February 2015. Findings and...

the MHMSM Team 20 Mar 2016 Corporate Press Releases

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