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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

Champion Homes Expanding Operations in Kentucky

Champion Homes Expanding Operations in Kentucky

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 of manufactured homes, according to kyforward. As encouragement to the investment in the community, the Kentucky Economic Development Finance Authority has initially approved...

30 Apr 2016

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Manufactured Home Community Closing in Minneapolis

Manufactured Home Community Closing in Minneapolis

The Lowry Grove manufactured home community (MHC) in St. Anthony, Minnesota, will be closing in a year for redeveloping, as startribune informs MHProNews. The 15 acre community with 97 factory-built homes, some pre HUD Code, follows a string of MHC closings in the northern Minneapolis metropolitan area. According to Metropolitan Council data, the...

30 Apr 2016

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Clayton Acquires another Site-built Home Builder

Clayton Acquires another Site-built Home Builder

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 builder Chafin Communities of Georgia last fall. Goodall has been building single-family homes, townhomes and condominiums since...

29 Apr 2016

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Louisiana Pacific Gains more than other Stocks, +2.47%; UFPI ends the week …

Louisiana Pacific Gains more than other Stocks, +2.47%; UFPI ends the week Down -5.94%

In the news from CNNMoney: NASDAQ ends week with 2.7 percent loss. $458 billion in taxes go unpaid every year. Atlantic City about to slip into default. At 2,608 days, the market upswing is second longest bull market in U. S. history. Australia intends to block purchase of huge ranch by Chinese firm. Exxon/Mobil profits […]...

29 Apr 2016

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

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

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 their input on the FHFA’s proposed “Duty to Serve” rule, according to the Manufactured Housing Institute‘s (MHI) Housing Alert to MHProNews. Lesli Goo...

29 Apr 2016

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Murdoch’s Barron’s Reports Incorrect Info about Manufactured Home Industry

Murdoch’s Barron’s Reports Incorrect Info about Manufactured Home Industry

Writing in barrons, Teresa Rivas says shares of manufactured and modular home builder Skyline Corp. have risen because of a case of mistaken identity: Sky TV is billionaire publisher Rupert Murdoch’s entertainment company, which announced in early March it was launching a new TV channel in the British Isles. Skyline the home builder is...

29 Apr 2016

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Drew Drawing a Bead on Overseas Markets?

Drew Drawing a Bead on Overseas Markets?

MHProNews has learned that Elkhart, IN-based Drew Industries, Inc. announces the refinancing of its revolving credit facility from its current $100 million that will expire in Jan. 2019, to $200 million, led by JPMorgan and Wells Fargo. The company had nothing outstanding against the $100 million at the close of the refi. Drew intends to […]...

29 Apr 2016

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Stop-work Order Leads to Uncertain Future of Factory-built Home

Stop-work Order Leads to Uncertain Future of Factory-built Home

Eight months after issuing a stop-work order on what was said to be a modular home due to an ordinance violation in the Ward Ridge area of Port St. Joe, Fla., the order remains in effect and the home sits unoccupied, on wheels, and falling over. Owned by Robert Mike, the home was approved by […]...

29 Apr 2016

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Patrick Ind. Reports Revenue Increase of 25 percent for Q1

Patrick Ind. Reports Revenue Increase of 25 percent for Q1

For the first quarter of 2016, manufactured home (MH) and recreational vehicle (RV) component supplier Patrick Industries, Inc. (NASDAQ:PATK) reports sales increased $55.2 million, 25 percent, from $223.4 million to $278.6 million, largely attributable to a 25 percent increase in revenue from the RV industry. Revenue from the MH industry rose 23...

28 Apr 2016

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All Tracked, MH-related Stocks Drop, or remain even, with Patrick leading t…

All Tracked, MH-related Stocks Drop, or remain even, with Patrick leading the Downward Charge

In the news from CNNMoney: Amazon stock soars as earnings beat forecasts. Confidence in U. S. economy plunges. Delta buys 75 new Bombardier jets. Facebook will someday be worth $1 trillion. The CEO of Priceline is out following affair with employee. Billionaire Apple investor Carl Icahn dumped his Apple stock, citing competition from China,...

28 Apr 2016

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Video Proves Manufactured Homes Tougher than Comparable Site-built Homes

Video Proves Manufactured Homes Tougher than Comparable Site-built Homes

If you find yourself in the path of a major storm during the peak turbulent weather season, you might be better off in a manufactured home (MH) than in your bathtub or basement or stick-built home. While conventional wisdom has long held that “mobile homes” are dangerous during such storms, that applies to homes built […]...

28 Apr 2016

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Featured Articles and Reports - April 2016 Vol. 7 No. 7

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How To Handle A Negative Review Online

How To Handle A Negative Review Online

by Wayne Coakley It is inevitable that at some point someone will post a negative review about your MH business in an online forum. NSP_READMORE

MARKETING

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Kids Will Be  Kids – Even in Your Advertising

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COMMUNITY MANAGEMENT & FAIR HOUSING (LEGAL)

Do you support our industry?

Do you support our industry?

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Clayton Celebrates a Culture of Craftsmanship

Clayton Celebrates a Culture of Craftsmanship

by Clayton Homes Thousands of skilled workers built over 34,000 quality homes in 2015 MARYVILLE, Tenn., March 15, 2016 /PRNewswire/ -- The Clayton home building group has released a video showcasing the talented men and... NSP_READMORE

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Buffett’s Berkshire Hathaway Stake in Wells Fargo nears Ten Percent

Buffett’s Berkshire Hathaway Stake in Wells Fargo nears Ten Percent

by Matthew Silver As Warren Buffett’s Berkshire Hathaway approaches ten percent ownership in Wells Fargo & Co., mostly through several of Berkshire’s subsidiaries, he will have to pass a Federal Reserve... NSP_READMORE

GENERAL MANUFACTURED HOUSING INDUSTRY TOPICS

Deer Valley Stock Worth the Risk, Says Brian Grosso

Deer Valley Stock Worth the Risk, Says Brian Grosso

by Matthew Silver Writing in seekingalpha, Brian Grosso tells MHProNews Deer Valley Corp. (OTCQX:DVLY) common stock is undervalued and may be a good investment because the stock is trading so low for... NSP_READMORE

GENERAL MANUFACTURED HOUSING INDUSTRY TOPICS

Judge Garland has Ruled against Small Employers in the Past

Judge Garland has Ruled against Small Employers in the Past

by Matthew Silver Tom Scott, the California Executive Director of the National Federation for Independent Business (NFIB), writing in ocregister, says President Obama’s choice for the Supreme Court, Merrick Garland, has... NSP_READMORE

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Sun Acquires Carefree Communities

Sun Acquires Carefree Communities

by Matthew Silver Headquartered in Southfield, Michigan, Sun Communities, Inc. (NYSE:SUI) is acquiring Carefree Communities Inc. from Centerbridge Capital Partners II, LP for $1.68 billion in aggregate, which includes $1.655 billion... NSP_READMORE

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Addressing the Dirty Laundry – Manufactured Housing & the Mainstream Media

Addressing the Dirty Laundry – Manufactured Housing & the Mainstream Media

by John Bostick We all have wonderful stories to tell about our industry. We all have glowing letters from satisfied customers, telling how much they love their manufactured home and what... NSP_READMORE

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We The People – How Manufactured Housing Pros – and All Americans – Can Pro…

We The People – How Manufactured Housing Pros – and All Americans – Can Prosper Anew

by L. A. 'Tony' Kovach For years, MHPros have been pounded by regulatory over-reach flowing from Washington DC. Is there a simple answer to these vexing and costly DC edicts from... NSP_READMORE

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Secrets! The Common-Sense, Informed Woman's Guide to Manufactured Housing …

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HUD's Pam Danner love-fest over? Time to Revisit Vic DeRose for MH Program …

HUD's Pam Danner love-fest over? Time to Revisit Vic DeRose for MH Program Top Spot?

by L. A. “Tony” Kovach Prior to the selection of HUD's Pam Danner, Esq., long time readers of MHProNews.com may recall that MHI and MHARR both agreed on asking for Victor A. DeRose,... NSP_READMORE

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2016 Tunica Manufactured Housing Show Recap Video and Report

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by L. A. 'Tony' Kovach Let's be blunt. Go back in time several months, and there were a lot of pros who were nervous about the impact on this year's event... NSP_READMORE

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12 Reasons an Educated, Professional Iranian-American Woman Supports Donald…

12 Reasons an Educated, Professional Iranian-American Woman Supports Donald Trump 

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Can you let go of - yesterday and tomorrow?

Can you let go of - yesterday and tomorrow?

by Tim Connor, CSP The most common challenge for most people is to stay focused in now moments rather than the issues, memories, regrets or mistakes of yesterday or the challenges... NSP_READMORE

PERSONAL REFLECTIONS, MOTIVATION and INSPIRATION

Life isn't Fair or Unfair

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PERSONAL REFLECTIONS, MOTIVATION and INSPIRATION

ZigOn Uncle No Name

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Upcoming Events

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MHLIVINGNEWS.COM FEATURED HOME OF THE WEEK

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Press Releases

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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Clayton Home Building Group Announces Pa…

Clayton Home Building Group Announces Partnership with Electrolux

National homebuilder and top appliance brand team up to offer more choices to customers MARYVILLE, Tenn., Jan. 7, 2016 /PRNewswire/ -- The Clayton home building group today announced it has joined with AB Electrolux to provide all of its homes with the option of being furnished with products made by this leading appliance manufacturer. AB Electrolux produces a wide array of refrigerators, dishwashers, ovens, washing machines and other home and kitchen appliances under its Electrolux™, AEG™ and Frigidaire™ brands. In 2016, anyone purchasing a Clayton home will be able to choose these high-quality, brand-name appliances as options for their new home. "Electrolux is one of the biggest names in home appliances, and we're excited to be partnering with them," Clayton CEO Kevin Clayton said. "The Electrolux family of brands produces some of the most cutting-edge and highest-quality...

the MHMSM Team 08 Mar 2016 Corporate Press Releases

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