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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

Manufactured Home Community Owner Yields on In-community Sale of Older Home…

Manufactured Home Community Owner Yields on In-community Sale of Older Homes

Just hours before the Boulder (Colo.) City Council was set to vote on an ordinance that would protect the right of owners of pre-HUD Code factory-built homes to sell their homes within their own manufactured home communities, the owner of the Boulder Vista Village Mobile Home Park—the target of the ordinance– said he will permit […]...

25 Apr 2015

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Spike in Existing Home Sales Inaccurate

Spike in Existing Home Sales Inaccurate

Following a story MHProNews posted earlier regarding a significant rise in existing home sales based on numbers of the National Association of Realtors, Dave Kranzler, writing for seekingalpha, says when the numbers are put into a longer range historical context, there is “more sizzle than substance.” Home sales were said to be negatively affected...

24 Apr 2015

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Affordable Housing Competition Set for University Students

Affordable Housing Competition Set for University Students

The Bank of America/Merrill Lynch Low Income Housing Challenge pits eight teams from six West Coast universities against each other to develop affordable housing proposals for potential future development. Now in its 24th year, the goal is to attract undergrad and grad students to be part of the next generation of the affordable housing industry....

24 Apr 2015

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MHCV Slips, LPX Gains, Airlines Save on Fuel but Fares Remain

MHCV Slips, LPX Gains, Airlines Save on Fuel but Fares Remain

The NASDAQ and the S&P 500 hit new closing highs, Comcast stepped back from its attempt to take over Time-Warner, and airlines saved $3.4 billion on lower fuel costs, but passed on only $0.66 savings per fare. The Yahoo Manufactured Housing Composite Value (MHCV) fell -0.22 percent, to close at 678. Tracked manufactured housing stocks […]...

24 Apr 2015

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UMH Closes on Two Manufactured Home Communities

UMH Closes on Two Manufactured Home Communities

MHProNews has learned that UMH Properties, Inc. has closed on two manufactured home communities (MHC) in western Pennsylvania for $5.3 million. The all-age communities have 324 homesites situated on 141 acres with an average occupancy of 63 percent. As streetinsider reports, this acquisition UMH now owns 91 MHCs with 15,500 homesites. Samuel A....

24 Apr 2015

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‘Warren Effect’ Stymieing Financial Regulatory Relief

‘Warren Effect’ Stymieing Financial Regulatory Relief

MHProNews has learned from nationalmortgagenews that Rep. Patrick McHenry (R-NC) says the House passed a measure last week that would regulate how points and fees are calculated under the Consumer Financial Protection Bureau’s (CFPB) “qualified mortgage” rule, but Sen. Elizabeth Warren (D-MA) adamantly opposes a similar measure in the Sen...

24 Apr 2015

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Sales of Previously Owned Homes, Purchase Applications on the Rise

Sales of Previously Owned Homes, Purchase Applications on the Rise

As the National Association of Realtors (NAR) informs MHProNews, purchases of previously owned homes rose 6.1 percent to a seasonally-adjusted annual rate of 5.19 million, the most in four years, and to the highest level since Sept. 2013. Houses sold on average after 52 days on the market, the quickest since July. Regionally, purchases rose...

24 Apr 2015

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Sun Communities reports Financials for Quarter ending March 31, 2015

Sun Communities reports Financials for Quarter ending March 31, 2015

From marketwatch MHProNews has learned that Sun Communities, Inc. (NYSE:SUI), for Q1 2015 reports net income attributable to stockholders of $6.9 million, or $0.13 per diluted share as compared to $7.8 million net income for the same period of 2014 with $0.21 per diluted share. Same site net operating income (NOI) rose by 8.6 percent […]...

23 Apr 2015

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Enriched Mobile Homes to be Taxed as Personal Property

Enriched Mobile Homes to be Taxed as Personal Property

A measure which unanimously passed a California state Senate committee would reclassify mobile homes that have added foundations along Malibu’s tony seaside community as personal property, not vehicles, since they are now luxurious homes. In some cases, residents have purchased adjacent lots, and added architectural details, plus the...

23 Apr 2015

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Most Tracked Manufactured Housing Stocks Inch Up, while MHCV Slips

Most Tracked Manufactured Housing Stocks Inch Up, while MHCV Slips

The NASDAQ broke its March 2000 record, Donald Trump criticizes the new Pacific trade deal, Exxon says oil prices will not spike for years, and a Nobel-prize winner says the American Dream is a myth. The Yahoo Manufactured Housing Composite Value (MHCV) fell -1.81 percent, to close at 679.6. Tracked manufactured housing stocks mostly closed...

23 Apr 2015

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New Home Sales Drop in March

New Home Sales Drop in March

According to statistics released by the U. S. Department of Housing and Urban Development and the Census Bureau, the National Association of Home Builders (NAHB) tells MHProNews sales of new single-family homes fell 11.4 percent in March to a seasonally-adjusted annual rate (SAAR) of 481,000 units. “After two robust months of new home sales, some [...

23 Apr 2015

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Featured Articles and Reports - April 2015 Vol. 6 No. 7

Growing Manufactured Housing via Compelling Words, Images and Savvy Educati…

Growing Manufactured Housing via Compelling Words, Images and Savvy Educational Deeds

by L. A. 'Tony' Kovach We're big believers in the power of telling the truth in compelling ways. Messages on any topic can be shared via a combination of compelling graphics,... NSP_READMORE

MARKETING

Are You Ready for National Playground Safety Week?

Are You Ready for National Playground Safety Week?

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COMMUNITY MANAGEMENT & FAIR HOUSING (LEGAL)

What if Someone Turns Me Into HUD on a Fair Housing Complaint?

What if Someone Turns Me Into HUD on a Fair Housing Complaint?

by Nadeen Green, JD Dear Fair Housing Lady, I fully intend to “do it right” and have never be involved in a HUD fair housing investigation. But I was wondering, what... NSP_READMORE

COMMUNITY MANAGEMENT & FAIR HOUSING (LEGAL)

The Rules for Housing Innovation - Tying Innovator’s Hands

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by Bob Vahsholtz A century of housing innovation! Let us make a list of all the breakthroughs! All the new ideas that have made America the most efficient producer of housing... NSP_READMORE

GENERAL MANUFACTURED HOUSING INDUSTRY TOPICS

Taking a swing at fixing the affordable housing shortage in the Marcellus

Taking a swing at fixing the affordable housing shortage in the Marcellus

by Maureen McMullen An energy boom can do a lot for a state; oil and gas development can create jobs and bolster the state’s economy. Unfortunately, another common aspect attributed to... NSP_READMORE

GENERAL MANUFACTURED HOUSING INDUSTRY TOPICS

Tunica Manufactured Housing Show Wrap-Up Report

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by L. A. 'Tony' Kovach We spoke Tuesday, 3.31.2015 with Dennis Hill at Show Ways Unlimited, who was still in Tunica doing post-show wrap up details. We asked Dennis for some... NSP_READMORE

GENERAL MANUFACTURED HOUSING INDUSTRY TOPICS

White Paper on Manufactured Housing and Modular Home Zoning Issues

White Paper on Manufactured Housing and Modular Home Zoning Issues

by Lenny Kopowski Last month made 18 years that I have worked for the Louisiana Manufactured Housing Association. During which my objectives have been varied, but the core mission has been... NSP_READMORE

GENERAL MANUFACTURED HOUSING INDUSTRY TOPICS

ZigOn Saying Thank You

ZigOn Saying Thank You

by Zig Ziglar US President Theodore Roosevelt has been described as founder of the Bull Moose Party, the man who led his troops up San Juan Hill in the Spanish-American War,... NSP_READMORE

PERSONAL REFLECTIONS, MOTIVATION and INSPIRATION

Yes or No . . . That is the dilemma!

Yes or No . . . That is the dilemma!

 by Tim Connor, CSP Ever said no and later wished you had said Yes? How about the reverse - said yes and later wished you had said no? Come on - we... NSP_READMORE

PERSONAL REFLECTIONS, MOTIVATION and INSPIRATION

Upcoming Events

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MHLIVINGNEWS.COM FEATURED HOME OF THE WEEK

Classifieds

Press Releases

RV/MH Heritage Foundation Acquires Manuf…

RV/MH Heritage Foundation Acquires Manufactured Home on Display at the RV/MH Museum

ELKHART, Ind., - Thanks to several generous donations, the manufactured home on display at the RV/MH Hall of Fame and Museum in Elkhart, Indiana, is now owned by the RV/MH Heritage Foundation (Foundation), according to Foundation President Darryl Searer.  The home was originally erected and donated by Fairmont Homes for a period of one year for the purpose of showing visitors to the museum the evolution of mobile homes of the early to mid-20th century to today's modern affordable manufactured homes.  Since it was opened to the public in late 2013 it has been toured by thousands of visitors to the museum. As the clock was counting down to the end of the year when the home would have been removed by Fairmont Homes, Jim Shea, president of Fairmont Homes, offered to let the Foundation acquire...

Soheyla Kovach 01 Mar 2015 Corporate Press Releases

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FREE Educational Seminars Are Scheduled …

FREE Educational Seminars Are Scheduled for the  2015 Tunica Manufactured Housing Show!

These seminars were a major HIT at the 2015 Louisville Manufactured Housing Show. MHPros from Coast to Coast and Canada came... ...they praised the practical information for their businesses. We expanded seminar room space 30%, and still filled it! Come see why... Wednesday March 25th, 2015 Wednesday 8:30 AM to 9:45 AM. Lisa Tyler from Walden University and other MH Experts will be speaking on reasons why Realtors ®, investors, MH veterans and other housing professionals should be joining the ranks of profitably advancing America's most affordable new home construction. Opportunities in Modern MH. This will be a fast paced panel presentation, with Q&A planned. Wednesday 10 AM – 11 AM. Super-Charged Marketing! Dominate your area with savvy Marketing! Learn how to sell more homes and how MHCs can fill more vacant sites. Attract more customers with cash and good credit....

the MHMSM Team 25 Jan 2015 Corporate Press Releases

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Bill Matchneer, Dick Jennison and Ron Th…

Bill Matchneer, Dick Jennison and Ron Thomas Sr. to address Louisville Show attendees

MHProNews  has confirmed that attorney Bill Matchneer, previously with HUD and the CFPB, will be addressing the attendees of the Louisville Manufactured Housing Show. So too will Richard "Dick" Jennison, MHI's current President and CEO. MH community and street retail Hall of Famer, Ron Thomas, Sr. - who is also the Midwest Manufactured Housing Federation (MMHF) Chairman - will speak on financing and MH growth related topics, rounding out what promises to be a faced paced opening hour to the seminars on Wednesday morning. The doors will open at 8:15 AM on Wednesday at the seminar room so MH Industry professionals can network with peers and colleagues. The session featuring these three industry leaders will begin at 8:45 AM sharp. They will be introduced by one or more of the executive...

the MHMSM Team 12 Jan 2015 Corporate Press Releases

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Fairmont residents purchase community

Fairmont residents purchase community

Download pdf Fairmont residents purchase community

the MHMSM Team 11 Jan 2015 Corporate Press Releases

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Tunica manufactured home show 2015 updat…

Tunica manufactured home show 2015 update

Introducing… A Phoenix Rises Is widely considered the “premiere” show of the year… Is a unique show that totally sets it apart from all others… Is so distinctive that retailers will never see the same product at other shows… Is such an inclusive show for the south east region that it has appeal for virtually everyone who attends… Encompasses all levels of affordability, from HUD homes to spectacular system-built housing… One would have to be awfully shortsighted to fail to see that our show could present an enormous marketing opportunity. And one would have to look far and wide to find another event with the pizzazz, panache, and prestige of such a show. That’s because it doesn’t exist. But this one does. You already know it. It’s called The Tunica Manufactured Housing Show. This show possesses every one...

the MHMSM Team 11 Jan 2015 Corporate Press Releases

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2015 Louisville Manufactured Housing Sho…

2015 Louisville Manufactured Housing Show New-Year Updates!

If you are a manufactured housing pro, you can't do better than starting 2015 out right by attending all 2 ½ days of the Louisville Manufactured Housing Show! Here is the brochure link with the latest updates. The full brochure can be downloaded from this link here. See you in Louisville! ##

the MHMSM Team 02 Jan 2015 Corporate Press Releases

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