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Cup of CoffeeWho, What and Where:
Bob Stovall - I am the owner of Orange Cat Productions LLC, an online marketing and web consultant firm with 14 years of experience. I started marketing online in 1991 using available bulletin board services (BBSs). A lot has changed over the years. The opportunities presented by marketing your products and services online have never been better.

I have been investing in manufactured housing for several years, and hold a Manufactured Home Installer Manager certification in the State of Kentucky.

I'm also happy to say that I'm the webmaster here at www.MHMarketingSalesMangement.com - aka www.MHMSM.com. To go from launch just 4 months ago to being the largest industry trade journal is quite a ride.

Background (Educational/Professional before entering the factory-built housing arena):
I previously ran a small photography business in which most of my revenue came from aerial photography performed for Real Estate companies, home and farm owners, manufacturers and a local NASCAR race track. Photography clients began asking for digital retouching and then for websites and my business emphasis shifted from photography to web work.

I have freelanced for ad agencies in New York and Northern New Jersey and worked with clients such as AT&T Wireless, Lucent Technologies, B&G Foods, Phillips Communications, Rolling Rock Breweries and many more. I have clients in the manufactured housing and real estate worlds, as well as marketing my own manufactured home investments.

By the way, it was through one of my manufactured housing clients that I met Tony Kovach about 4 years ago. We did a number of projects together since then. I really like the energy that comes with working with him. Tony must have liked my work, because he said I was the first and only person he called when he decided to do the www.MHMSM.com trade journal. We have mutual respect and that makes the process flow very nicely.

When and How: (When and how you got into the Manufactured/Modular Housing industry)
My first exposure to manufactured housing was after I moved to Danville, Kentucky and began investing in Real Estate. After buying and managing several single-family houses, an opportunity presented itself to purchase a manufactured home in a nearby community. After having a very positive experience with that one, I moved on to buying and selling several more. I received my Manufactured Home Installer Manager certification, and work with a successful and dynamic MH community owner. I have since bought and sold several land/home packages. All of that lead to more clients in the industry and of course from there to doing this trade journal that you are reading today. Funny how one thing leads to another!

What do you consider the largest challenges to the industry today?
I think the biggest challenges facing the industry today is financing of homes and changing the public perception that manufactured homes are somehow less "permanent" than site-built. I'll touch more on the public perception and how we can face that challenge in a moment.

What do you consider the biggest challenges to your organization/firm today?
Everyone's been affected to some degree by this recession. Some firms and business people make budget cuts in marketing, at the very time they need to grow their business and position themselves for the future. One of the Zone Manager's for the www.MHMarketingSalesMangement.com trade journal correctly quotes Henry Ford:

"A man who stops advertising to save money is like a man who stops a clock to save time."

How true!

The reality is that every problem is an opportunity in disguise. Those who approach challenges that way always, always move ahead farther and faster than those who see the half empty side of the glass.

What is/are the significant initiatives your firm plans/has undertaken to grow your business?
For Orange Cat Productions, we stepped up our marketing efforts as the recession has gone through it's down cycle and it does pay off. As my competitors have become less visible, I have become more so. The wisdom of marketing harder and smarter during hard times is bearing fruit. To put it differently, I practice what I preach. Some realize that wise internet strategies, like 'Socialnomics' and 'Dominating your Local Market' are keys to growth. Also related, our clients realize that email marketing strategies are one of the most cost effective ways to grow a business during a down market. I did a blog post that outlined that incredible ROI from email marketing, it is worth mentioning here.

In my role as webmaster for www.MHMarketingSalesMangement.com industry trade journal, it's a bright picture. While Tony and I were confident in the promise of the www.MHMSM.com trade journal, it has taken off much faster than we thought would happen. I think people get an opportunity to feel that they are a part of something here that has meaning and direction. Industry pros can write and comment, we have that broad editorial policy. Associations, business executives, rank and file… the response has been very positive overall. Most of our readers enjoy the many new features, the fresh and positive perspective and of course, web publications are the future. We will be using a 'community builder' feature soon, so that individuals can gather a discuss topics any time they wish with their peers.

Last and certainly not least is our Virtual Louisville Housing Show©, The early feedback reveals a lot of positive energy for this as a means to boost retail, wholesale and to impact the image changes the industry needs to grow. The beauty of this concept is it doesn't stop with just selling a home or product to a retailer or producer. The energy builders and suppliers put in will yield more retail demand through proven approaches Tony and I already use successfully. Invest in your business with the Virtual Louisville Housing Show© and you are changing the public perception in the process. That creates more demand for manufactured homes, and the cycle for growth is established.

What do you think the broader industry can do to improve the climate for Manufactured/Modular Housing today?
The industry has a great product - make absolutely sure that the buying public never has a chance to forget that fact. Tout the advantages of manufactured housing and increase the visibility of "America's Quality Affordable Housing Choice" in the marketplace. Do that over and over, and you'll see good results. ##

Daily Business News Briefs

Work Stops on Massive Modular Housing Project in Big Apple; Ratner, Skanska…

Work Stops on Massive Modular Housing Project in Big Apple; Ratner, Skanska at Odds

Following a series of stories MHProNews  posted regarding the development of the 32-story, modular housing project by Forest City Ratner and construction partner Skanska intended for Brooklyn’s Barclay Center, work has come to a halt in a bitter dispute over tens of millions of dollars in cost overruns. Skanska idled 157 workers in the ...

02 Sep 2014

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Michigan MH Residents Prepare for Summer Storms

Michigan MH Residents Prepare for Summer Storms

The Michigan Manufactured Housing Association (MMHA) reminds occupants of system-built homes that potentially damaging summer wind and rain storms are at their peak and residents should ensure that roofs are in good condition and rainwater is directed away from the foundations. While manufactured homes (MH) are built to strict federal standards...

02 Sep 2014

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New Home Sales Fall Second Consecutive Month

New Home Sales Fall Second Consecutive Month

According to numbers released by the U. S. Department of Housing and Urban Development (HUD) and the U. S. Census Bureau, sales of newly-built single-family homes dropped 2.4 percent to a seasonally-adjusted annual rate of 412,000 units in July. Initially, according to the National Association of Home builders (NAHB), sales fell 8.1 percent in...

02 Sep 2014

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Modular Multifamily to Rise in Michigan

Modular Multifamily to Rise in Michigan

The Lansing (Mich.) City Council has approved plans for developer Harry Hepler to build 200 modular apartments on the city’s northside, as lansingstatejournal.com informs MHProNews. Summit Street Development LLC has received a conditional use permit to build housing on the property that is zoned heavy industrial. Mr. Hepler says Metro Flats...

02 Sep 2014

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Modular Workforce Housing Planned in Mississippi

Modular Workforce Housing Planned in Mississippi

The possibility of up to seven billion barrels of oil in the Tuscaloosa Marine Shale formation in southwest Mississippi and central Louisiana has led the McComb (Miss.) Board of Selectmen to vote in favor of annexing 40 acres for the construction of a 535-unit modular workforce community. Shale Lodge will include a cafeteria, laundry and […]...

01 Sep 2014

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Hoarding along with dozens of cats found at home in MHC

Hoarding along with dozens of cats found at home in MHC

“Is there an unwritten rule that every third MHCommunity has someone who hoards and/or has a bunch of cats?” quipped manufactured home industry consultant and publisher, L. A. “Tony” Kovach. The comment flowed from the discovery of dozens of cats seized from the Niagara Mobile Home Park in Newfane, NY. “The stench coming from a […]...

01 Sep 2014

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Manufactured Housing’s Labor Day 2014

Manufactured Housing’s Labor Day 2014

Wikipedia says: “Labor Day in the United States is a holiday celebrated on the first Monday in September. It is a celebration of the American labor movement and is dedicated to the social and economic achievements of workers. It constitutes a yearly national tribute to the contributions workers have made to the strength, prosperity, and […]...

01 Sep 2014

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William ‘Bill’ Steenberg, Award winning Steenberg Homes founder, Passage

William ‘Bill’ Steenberg, Award winning Steenberg Homes founder, Passage

William “Bill” Steenberg died Sunday, August 24, 2014, in Ft. Myers Beach, Florida, after a short, courageous battle with cancer. His fiance Wendy was by his side when he passed away. Bill’s children, Julie, Shelly, and Jeffrey and his granddaughter, Miranda, visited a couple weeks earlier in Florida.  Bill founded and owned ...

01 Sep 2014

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Equity LifeStyle’s stock hit record high as August ends

Equity LifeStyle’s stock hit record high as August ends

The glow of investors and commentary for Equity LifeStyle Properties Inc. (NYSE:ELS) hit a peak as August drew to a close. ELS witnessed the stock hitting a record high on Friday. The stock traded as high as $45.81, up 39 cents from yesterday’s record closing price of $45.42. The Street, Trade-Ideas  and Chicago Business  were among […]...

31 Aug 2014

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INC names mancamp provider Reliant Asset Management 3rd fastest growing pri…

INC names mancamp provider Reliant Asset Management 3rd fastest growing private business

Barry Roman is the co-founder of Reliant Asset Management, a provider of mancamps in ND, Texas, Canada and other high demand housing markets. Roman says his modular building company’s revenues rose 55,000 percent in three years, to just over $85 million. Inc Magazine named Reliant to their annual list of high flying companies. Reliant is ...

30 Aug 2014

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Manufactured Housing Stocks Rising before Labor Day Weekend

Manufactured Housing Stocks Rising before Labor Day Weekend

The Dow slipped, while other U.S. exchanges rose and most tracked stocks went up in advance of the Labor Day weekend. Dow 17,063.88 -15.69 (-0.09%). Nasdaq 4,572.95 +15.25 (+0.33%). S&P 500 1,999.93 +3.19 (+0.16%). Yahoo! Finance’s Manufactured Housing Composite Value: 831.1. Today’s Change: +0.12%. Affiliated Managers Group (AMG)...

29 Aug 2014

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Featured Articles and Reports - September 2014 Vol. 5 No. 12

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UnBranding - a Key to Unlocking the Door to more MH Sales?

UnBranding - a Key to Unlocking the Door to more MH Sales?

by L.A. "Tony" Kovach Years before Palm Harbor Homes went into bankruptcy and eventually ended up with Cavco Industries, Palm Harbor ran TV ads showing beautiful, “residential style” manufactured homes. Read more

MARKETING

“Should We Be a More Aggressive Breed?”

“Should We Be a More Aggressive Breed?”

by Nadeen Green, JD Many if not most manufactured housing folks truly make the effort to be compliant with the Fair Housing Act and are well aware of the need to... Read more

COMMUNITY MANAGEMENT & FAIR HOUSING (LEGAL)

Earthquakes & Other Disasters: Are you Prepared?

Earthquakes & Other Disasters: Are you Prepared?

by C. William Dahlin, JD  As reported by major media outlets, a 6.0 earthquake hit Northern California  in late August on a Sunday. Read more

COMMUNITY MANAGEMENT & FAIR HOUSING (LEGAL)

Pool and Spa Safety

Pool and Spa Safety

by Kathleen Bianculli While the end of summer is drawing near and pools in some areas will be closed for the season, in many areas of the country the pool never... Read more

COMMUNITY MANAGEMENT & FAIR HOUSING (LEGAL)

“How Sweet the Rose” - Senior Housing Communities - Advertising Do's and Do…

“How Sweet the Rose” - Senior Housing Communities - Advertising Do's and Don'ts

by Nadeen Green, JD While a rose may smell sweet no matter what it may be called, names are in fact labels. Using the wrong label when you market your senior... Read more

COMMUNITY MANAGEMENT & FAIR HOUSING (LEGAL)

A Breakthrough in Manufactured Home Loan Financing! Discover the One Step P…

A Breakthrough in Manufactured Home Loan Financing! Discover the One Step Program!

by Jerry Bretton In our previous report on SUN, we mentioned that Mountainside Financial has been making loans on manufactured and mobile homes for 14 years. Read more

FINANCING

Are HUD Practices Making Manufactured Homes Less Affordable?

Are HUD Practices Making Manufactured Homes Less Affordable?

by Ron D'Ambra Let's start by saying that, from a business perspective, MORE government involvement is not always viewed as a good thing. Read more

GENERAL MANUFACTURED HOUSING INDUSTRY TOPICS

3rd Annual Open Space Pace - September 20th, 2014 – Freehold New Jersey

3rd Annual Open Space Pace - September 20th, 2014 – Freehold New Jersey

by Sam Landy Dear Friends, UMH Properties and Monmouth Real Estate Investment Corporation (MNR) sponsor The Open Space Pace at Freehold Raceway September 20, 2014. The event begins with a 10:00 am parade of... Read more

GENERAL MANUFACTURED HOUSING INDUSTRY TOPICS

A Cup of Coffee with… Sheila Dey

A Cup of Coffee with… Sheila Dey

1) Who, What and Where: (Your name, and your role/job title at organization or firm and where you are based.) Sheila S. Dey, JDExecutive DirectorWestern Manufactured Housing Communities Association Read more

GENERAL MANUFACTURED HOUSING INDUSTRY TOPICS

5 Reasons for MHPros to Attend the 2015 Louisville Manufactured Housing Sho…

5 Reasons for MHPros to Attend the 2015 Louisville Manufactured Housing Show

by Dennis Hill We could name more than 5 reasons why manufacturers and exhibiting companies as well 5 reasons why attendees from the ranks of retailers, communities, builder developers, installers and... Read more

GENERAL MANUFACTURED HOUSING INDUSTRY TOPICS

The High Cost of Low Volume MH Sales for Retailers, Communities, Factories …

The High Cost of Low Volume MH Sales for Retailers, Communities, Factories and others

by L. A. “Tony' Kovach We will demonstrate that the cost of not selling more homes is always high.  Capital is tied up in your inventory, location, general overhead, personnel, marketing,... Read more

GENERAL MANUFACTURED HOUSING INDUSTRY TOPICS

Lead, manage or get out of the way

Lead, manage or get out of the way

by Tim Connor, CSP The world is changing at the speed of light. Everything is being touched by this accelerated pace of change. No person, entity, industry, profession, and no part... Read more

MANAGEMENT

Knowledge is Potential Power - 4 Steps and 91 words = Enhanced Manufacture…

Knowledge is Potential Power - 4 Steps and 91 words =  Enhanced Manufactured Housing  Professional Success Infographic

by L. A. “Tony” Kovach We'll share an infographic that explains in 4 easy steps how any MH Industry professional can learn more to earn more. Here is the infographic... Read more

MANAGEMENT

ZigOn Qualities of Success

ZigOn Qualities of Success

by Zig Ziglar Dr. William "Bill" Ross was truly one of a kind and was known for his sense of humor and his zest for life. He had exuberance for... Read more

PERSONAL REFLECTIONS, MOTIVATION and INSPIRATION

Four Ingredients for MH Sales Success

Four Ingredients for MH Sales Success

by Tim Connor, CSP There are four significant areas when it comes to consistent high sales performance. They are: Self-image and self-esteem. Read more

SALES

Upcoming Events

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MHLIVINGNEWS.COM FEATURED HOME OF THE WEEK

Classifieds

Press Releases

2015 Louisville Manufactured Housing Sho…

2015 Louisville Manufactured Housing Show is filling up fast and early!

Attendees, mark your calanders now, pre-registration will open on October 1, 2014. Exhibitors, Reserve your space now.  See download linked here.

the MHMSM Team 02 Sep 2014 Corporate Press Releases

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RV/MH Heritage Foundation Inducts the Cl…

RV/MH Heritage Foundation Inducts the Class of 2014 into RV/MH Hall of Fame

(Back row l-r) Thomas "Tom" L. Kern, Style Crest Enterprises; Ed Evans, EPM; Gary McDaniel, YES! Communities ; Richard "Dick" King, King Insurance (second row row l-r) Barry Cole, Manufactured Housing Insurance Services; Bob Livingston, Good Sam; John D Roba, Roba and Associates (front row l-r) Mrs. James F Shields. accepting on behalf of her husband,James F Shields (deceased), Pan Pacific RV Centers; Debbie Brunoforte, Little Dealer, Little Prices and Peter B Orthwein, Thor Industries. ELKHART, Ind., August 5. 2014 -- The Class of 2014 was inducted into the RV/MH Hall of Fame (Hall) last night in Elkhart, Indiana, in a gala ceremony before a record breaking crowd of more than 440 family members, friends, and colleagues from across the country. The Class of 2014 includes: Debbie Brunoforte, Little Dealer, Little Prices;...

the MHMSM Team 05 Aug 2014 Corporate Press Releases

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Steve Lefler - Modular Lifestyles and Ne…

Steve Lefler - Modular Lifestyles and Newport Pacific – Successfully Gaining Acceptance for Super Energy Saving, Green Manufactured Homes

Learn more at the article linked here, or by calling Steve Lefler, Vice President of Modular Lifestyles, Inc., a division of Newport Pacific Family of Companies at Ph. (888) 437-4587. Email steve@modularlifestyles.com. Steve is a Dual DRE and HCD Salesperson. Advanced Green Building Professional. CEC Solar Wind Retailer/Installer. http://www.modularlifestyles.com ##

the MHMSM Team 01 Aug 2014 Corporate Press Releases

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Sun Communities, Inc. to Acquire America…

Sun Communities, Inc. to Acquire American Land Lease Manufactured Housing Portfolio from Green Courte Partners for $1.32 Billion

Increases Sun Communities' portfolio to 245 communities totaling nearly 90,000 sites in 29 states with a combined enterprise value of approximately $5.1 billion Southfield, MI, July 30, 2014 - Sun Communities, Inc. (NYSE: SUI) (the "Company") today announced that it has entered into an agreement to acquire a portfolio (the "ALL portfolio") from Green Courte Partners, LLC ("GCP") sponsored funds. The ALL portfolio consists of 59 manufactured home communities, including those acquired from American Land Lease, Inc. by GCP in 2009. The communities comprise over 19,000 sites in eleven states, including nearly 11,000 sites located in Florida. Over 14,000 sites, or 73%, of the ALL portfolio are age-restricted.  In connection with this transaction, the Company will assume GCP's right to acquire an additional manufactured home community pursuant to a binding purchase...

the MHMSM Team 31 Jul 2014 Corporate Press Releases

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Mountainside Financial launches Dodd-Fra…

Mountainside Financial launches Dodd-Frank compliant non-MLO, MLO SUN Manufactured/Mobile Home Direct Loans and Refinancing

Using online articles, banner ads and video, Mountainside Financial is announcing the launch of the evolution of their direct lending platform promotion. As a division of San Antonio Credit Union (SACU), Mountainside has a unique 14 year history of making direct to consumer loans on manufactured and mobile homes. Direct loans are often done in "partnership" with brokers, communities, Realtors ®, other housing professionals and manufactured home retailers who refer consumers to them. Anthony Ducharme, Direct Channel Manager for Mountainside, explained how they created their new SUN System with Manufactured Home Professionals in mind who needed a compliant process to navigate SAFE Act and Dodd-Frank regulations enforced by the Consumer Financial Protection Bureau (CFPB). "If you've been originating your own loans, talk to us. If you want to have a legally complaint...

the MHMSM Team 08 Jul 2014 Corporate Press Releases

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