How to advance the manufactured housing industry in 2015?

Where do we start? The industry has failed to change the perception of the general public that 'a home built in a factory is inferior to a home built on site.' Why? The building materials are the same. The innovative and advanced construction techniques in a factory are often superior to the hammer, nail and screw approach to construction. Could the cause be that the sales process and customer service experience is lacking throughout the entire home buying process?

Sales are not flat for all retailers and community developers. Those that have figured out that they are home builders are doing well. Those that think they are still selling a product and once the “sale” is complete the customer is on their own (like the process was in the 70’s, 80’ & 90’s) are not doing as well. The business is no longer about “selling,” it is about “home building.”

As long as customer service trends at lower levels, home buyers will tell their families and friends what a negative experience they, had and no mass marketing plan will change the old perceptions.

Advancing the industry must begin at the grass roots level.

Manufacturers still sell homes to retailers who they know perform at less than desirable levels, because if they don’t sell the MH, another manufacturer will. Often discussed is a “franchise” system to encourage and assist retailers with better performance. In order to carry the flag of XYZ manufacturer, a retailer must meet certain standards of excellence. It works for automobile retailers, hotels and many other types of businesses. It is not such an outrageous idea. It could be done and be successful.

MH Retailers must realize that they are not selling a product and become home builders. When you look at many retailer websites or advertising you will still see “You can get in a home for $39,999” or “Buy a home this weekend and get a 50” big screen TV.”

The more successful retailers have become the general contractor for the turn key home building process. You will see that clearly in all of their marketing messages.

Once there is improvement in the home buying experience, the industry must move to the internet and all types of social media and mass marketing.

The younger generation wants low maintenance homes and lifestyles, perfect for the manufactured home life. However, they do not always own televisions or have landlines. They operate through computers, laptops, tablets and cell phones. The industry message must be consistent and through across multiple internet methods.

One benefit of this idea is that other than the costs of message development, the actual cost of the marketing is relatively inexpensive, using YouTube for example.

There are plenty of knowledgeable marketing people in the industry to form a national marketing strategy task force. The task force would be charged to come up with some internet marketing ideas on a broad scale to present to MHI members and others and to suggest ways to develop and fund a national, targeted social media and online campaign for 2015 and beyond.

These are just some of my ideas on advancing the industry in 2015.

Nancy Geer

Executive Director

New York Housing Association