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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

High Rents Yield Hard Times for Low/Fixed Income Families

High Rents Yield Hard Times for Low/Fixed Income Families

Rents have arrived at a historic high, similar to where they were during the housing bubble of 2008, as ktep.org tells MHProNews, according to statistics from the Commerce Department. The old rule of thumb to never spend more than a third of your income on housing is out the window. Glenn Kelman, CEO of Redfin […]...

08 Feb 2016

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07 Feb 2016

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Wells Fargo was Freddie’s Top MHC Seller in 2015

Wells Fargo was Freddie’s Top MHC Seller in 2015

Following a story MHProNews posted Jan. 14, 2016 regarding GSEs Fannie Mae and Freddie Mac’s multifamily loans for 2015, which totaled just under $90 billion, rebusinessonline reports CBRE was Freddie’s highest-producing multifamily mortgage seller with $6.96 billion in originations. Making the announcement at the Mortgage Bankers...

06 Feb 2016

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Patrick to Release Financial Results Feb. 18

Patrick to Release Financial Results Feb. 18

MHProNews has learned from prnewswire that Patrick Industries, Inc. (NASDAQ:PATK) will release its fourth quarter and year end 2015 financial results before the market opens on Thurs., Feb. 18, 2016. Later that same morning at 10:00 AM eastern time Patrick intends to host a conference call to discuss the results and other matters of the […]...

05 Feb 2016

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MHCV Drops -5.26 Percent as Dow Climbs back on Roller Coaster

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In the news from CNNMoney: U. S. exports drop for first time since Great Recession. Chinese group buying Chicago Stock Exchange. Berkshire Hathaway spends $964 million to increase share of Phillips 66 stock to 14 percent of all shares. Unemployment falls to 4.9 percent, lowest in eight years. Key Fed official says U. S. economy […]...

05 Feb 2016

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Seniors Comprise 42 Percent of Households, will Hit 46 Million by 2030

Seniors Comprise 42 Percent of Households, will Hit 46 Million by 2030

While the spotlight has been on the Millennials in recent years as the housing market tries to lure them out of their parents’ basements, the National Association of Home Builders (NAHB) and American Community Survey has revealed more than 48 million households in the U. S. are headed by someone 55 and over, comprising 42 […]...

05 Feb 2016

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Clayton Acquires Manufactured Home Retailer G&I Homes of New York

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In its attempt to grow in Pennsylvania and New York, Clayton Homes has acquired G&I Homes of Frankfort, New York according to uticaod. Founded by Gerald and Irene Bushey in 1965, the six upstate manufactured home locations will continue to be run by members of the Bushey family, including son Joe Bushey, one of nine […]...

05 Feb 2016

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Factory-built Home Causes Wholesale Resignations of Mayor and Staff

Factory-built Home Causes Wholesale Resignations of Mayor and Staff

The mayor, one city council member, the city attorney, city manager and a Board of Adjustment member have all resigned their posts in Marquette, Iowa, pop. 462, according to thegazette, possibly in response to the city ‘s inaction on a zoning violation, as MHProNews has learned. On Wed., Mayor Dave Schneider, in office less than […]...

05 Feb 2016

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Seattle Times announces State Investigation of Warren Buffett’s Clayton Hom…

Seattle Times announces State Investigation of Warren Buffett’s Clayton Homes, as expected – Analysis

As part of the Seattle Times‘ ongoing year-long rant on Warren Buffett’s/Berkshire Hathaway-owned Clayton Homes and their affiliated lenders, Mike Baker and Daniel Wagner have succeeded in drawing Washington Governor Jay Inslee’s attention and his state’s Department of Commerce. This is resulting in a bill to investigate...

05 Feb 2016

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Freddie Mac Updates Manufactured Home Mortgage Insurance

Freddie Mac Updates Manufactured Home Mortgage Insurance

Effective for mortgages with settlement dates after Jan. 4, 2016, a bulletin from Freddie Mac says as part of their initiative “to responsibly expand homeownership,” it is updating mortgage insurance requirements for Home Possible Mortgages. If an H P Mortgage is secured by a manufactured home, it will be subject to Home Possible Mortgage mortgage...

05 Feb 2016

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In the news from CNNMoney: After cutting workers and selling assets, big oil is now cutting dividends, while U S. is running out of storage facilities for oil. 12.7 million Americans sign up for Obamacare 3.0. Bull market for water stocks follows Flint crisis. U. S. job cuts hit 218% in Jan. Ben & Jerry’s […]...

04 Feb 2016

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Featured Articles and Reports - February 2016 Vol. 7 No. 5

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You Have A Bad Review!

You Have A Bad Review!

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MARKETING

Fair Housing Hunt!

Fair Housing Hunt!

by Nadeen Green, JD What is an author to do when she has monthly written articles about Fair Housing issues for L. A. “Tony” Kovach on MHProNews for more than 6... NSP_READMORE

COMMUNITY MANAGEMENT & FAIR HOUSING (LEGAL)

MHPark Safety Inspections and Pride of Ownership

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by Kurt Kelley, JD and Frank Rolfe Safety inspections are a valuable part of our specialty manufactured home community (aka mobile home park) insurance programs. NSP_READMORE

COMMUNITY MANAGEMENT & FAIR HOUSING (LEGAL)

Louisville Hits a Home Run

Louisville Hits a Home Run

by Tifanee McCall WOW! What an ending to the 2016 Louisville Show. I have only participated in this show for 15 years, so I might be considered a newbie, but this... NSP_READMORE

GENERAL MANUFACTURED HOUSING INDUSTRY TOPICS

Manufactured Home Community (aka 'mobile home parks) Buying, Selling, Inves…

Manufactured Home Community (aka 'mobile home parks) Buying, Selling, Investing - Chris Nortley, MHRE video interview 

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HUD Action Would Directly Benefit Manufactured Housing Competitors

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by M. Mark Weiss, JD An Outrageous HUD Rule Would Destroy Significant New Markets For Affordable Manufactured Housing. NSP_READMORE

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A Cup of Coffee with…Kristian “Kris” Jensen III

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1) Who, What and Where: (Your name and your formal title at Jensen Communities). Kristian “Kris” Jensen III, President, CEO & Chairman, Jensen Communities. NSP_READMORE

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THIS IS WHY - The Tunica Manufactured Housing Show - WILL always be there…

THIS IS WHY - The Tunica Manufactured Housing Show - WILL always be there…

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Sights and Sounds – Videos - from the 2016 Louisville Manufactured Housing …

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by L. A. 'Tony' Kovach The 2016 Louisville Show is in the history books. Snow and the cancellation of the final ½ day (Friday) were contributing factors that slowed the previous... NSP_READMORE

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Trade Journalism meets Mainstream Journalism – How the MHIndustry Benefits

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by L. A. 'Tony' Kovach For years, part of our mantra has been that good independent trade journalism can be part of the solution for what ails manufactured housing in the... NSP_READMORE

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Rachel Young Joins Western Region CU Factory Built Lending Team

Rachel Young Joins Western Region CU Factory Built Lending Team

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Don Glisson Jr & Darrell Boyd, Triad Financial Services – Manufactured Home…

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by L. A. 'Tony' Kovach Triad Financial Services closed some $400 million in new manufactured home (MH) loans in 2015. NSP_READMORE

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A Cup of Coffee with…John Bostick

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The Terrific Tunica Manufactured Housing Show, March 22-25, 2016

The Terrific Tunica Manufactured Housing Show, March 22-25, 2016

by Andy Gallagher TUNICA, Miss. – Seventeen manufacturers and 62 services and supplier exhibitors are signed up to present at The Tunica Manufactured Housing Show March 22-25, 2016 at Tunica, Mississippi,... NSP_READMORE

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Tantalize Your Taste-buds with the Video Tunica Manufactured Housing Show, …

Tantalize Your Taste-buds with the Video Tunica Manufactured Housing Show, March 22nd-25, 2016!

by L. A. 'Tony' Kovach There are plenty of details in Andy Gallagher's and Dennis Hill's pre-show write up this month, so let me share a VISUAL perspective – a fast-paced... NSP_READMORE

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Success isn't an independent journey

Success isn't an independent journey

by Tim Connor, CSP Let me be clear as I approach this topic - yes, it takes - effort, passion, courage, wisdom, time, creativity, discipline and self-esteem and more to be... NSP_READMORE

PERSONAL REFLECTIONS, MOTIVATION and INSPIRATION

ZigOn The Succession of a Philosophy

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PERSONAL REFLECTIONS, MOTIVATION and INSPIRATION

Upcoming Events

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MHLIVINGNEWS.COM FEATURED HOME OF THE WEEK

Classifieds

Press Releases

Sunshine Home's 2016 Business Building P…

Sunshine Home's 2016 Business Building Program for Independent Retailers and Communities

At the end of the day, manufactured home retailers, MH Communities and HUD or modular code manufacturers have something important in common. Each wants to attract more qualified buyers and sell more homes. We should all want to have happy buyers, which results in referrals that leads us all to more sales and still more happy factory-built home owners. The multi-million dollar question is, how do you achieve that result?  An important part of the answer is good marketing and sales.  For 2016, Sunshine Homes is going to provide a complimentary service to its independent retailers and communities (aka, 'mobile home parks').  We've created a strategic alliance with L. A. 'Tony' Kovach, widely known as the industry's leading MHLivingNews.com and MHProNews.com publisher.  Tony's other hat is marketing and sales consulting and related business development services.  Here are examples of...

the MHMSM Team 04 Feb 2016 Corporate Press Releases

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MHWC Will Attend the Tunica Manufactured…

MHWC Will Attend the Tunica Manufactured Housing Show, March 23-25, 2016

MHWC, the national leader in new HUD-Code home manufactured warranties, will be exhibiting at the Tunica Manufactured Housing Show, March 23-25, 2016. Held at the Resorts/Hollywood Casino in Tunica, Mississippi, this housing show is an excellent opportunity to showcase products and services and network with those in the industry. The show regularly features over 80 HUD-Code homes and draws almost 2,000 retailers, builder/developers, community owners and installers. MHWC is affiliated with Residential Warranty Company, LLC and offers both builder/dealer HUD-Code warranties as well as manufacturer HUD-code warranties. Affordable competitive rates, FREE marketing materials and the opportunity to join an exclusive incentive program are just some of the benefits you’ll receive from MHWC & Affiliates. MHWC Account Executive, Tifanee McCall, will be available in booth #3 to field questions from interested HUD-Code manufactured home builders and manufacturers. The...

the MHMSM Team 04 Feb 2016 Corporate Press Releases

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New Michigan MHP Opportunity!

New Michigan MHP Opportunity!

Property Overview MHRE Inc. is pleased to present Pleasant Valley MHP located in Clare, Michigan. Built in 1957, the investment opportunity consists of a 57 site mobile home park, developed on 4.5 acres. Pleasant Valley has all site rent residents with no home rentals. There are currently 18 vacant sites providing a substantial value add by filling the vacant sites with home rentals or home sales. The investment currently has in place leveraged cash on cash return of 25.53%, with a 42.10% 7 year IRR. Enon Winkler 407-616-0250 enon@mhreinc.com Ryan Opatich 586-884-8417 ryan@mhreinc.com www.mhreinc.com

the MHMSM Team 31 Jan 2016 Corporate Press Releases

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Rachel Young Joins Western Region CU Fac…

Rachel Young Joins Western Region CU Factory Built Lending Team

CU Factory Built Lending Western Region Sales and Marketing team has a new member, Rachel Young. She assumed the role of Marketing and Sales Support Manager Oct. 30. Anthony Silcox, who previously held the role, is now the Business Development Executive for the Southern Territory of the region. Rachel has recently completed her on boarding and initial training and has already begun to contribute to the team. Rachel comes to CUFBL from Cascade Regional Blood Services, a nonprofit that serves hospitals in the Puget Sound area, where she worked at the marketing and communications supervisor. She has a decade of marketing and communication experience, mostly in nonprofit and government organizations. She also has experience as a licensed real estate agent in her hometown of Portland, Ore. She holds an MBA and...

the MHMSM Team 29 Jan 2016 Corporate Press Releases

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Tunica Manufactured Housing Show March 2…

Tunica Manufactured Housing Show March 23-March 25, 2016

The Tradition . . . During its long history the “Tunica Show” has grown to include virtually every supplier and manufacturer who has wanted to capture the southeast market. As home designs changed, as they became more complex and more beautiful, as they incorporated state-of-the-art features that appealed to every segment of consumers, our exhibitors recognized that the showcase represented by The Tunica Show was valuable as a marketing medium. Exhibiting at Tunica offers you one of the best ways to get in front of your customers and prospects in a relatively short amount of time. Tunica gives you the opportunity to not only show your homes, products, or services, but also creates that all important first impression. The Tunica Show is worth the effort! The Marketplace . . . In 2015 The Tunica...

the MHMSM Team 25 Jan 2016 Corporate Press Releases

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Buying or Selling a Manufactured Home Co…

Buying or Selling a Manufactured Home Community in 2016?

See us at the Louisville Show, in booth #314.

the MHMSM Team 15 Jan 2016 Corporate Press Releases

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