We are over 4 years into manufactured housing’s recovery. But individually and collectively, we can do better.
It’s axiomatic. None of us “don’t know what we don’t know.” Our experiences, knowledge and beliefs either advances or limits us. One reason networking at industry events plus reading or viewing the experiences of others moves one ahead is because we grab-hold of someone’s experience that opened our mind to greater potential.
In a private meeting this week with a successful industry professional, I was told how 40% of that operation’s sales are used or new ‘entry level’ a.k.a. ‘shade and shelter’ product. The other 60% was mid-to-upscale new home sales. Some think all they can sell is ‘low end,’ but Statistical Survey’s verified the healthy volume that operation enjoys because they are willing to ‘sell up,’ not just ‘down and dirty.’
Jim Clayton told us his conviction that a person can learn “a can” do attitude. Our industry needs more such conviction, because the potential to sell more entry, mid and higher class homes is greater than most operations realize.
TheProof
Proof that we aren’t close to MHIndustry potential is found in surveys reporting physical occupancy in manufactured home communities (MHCs) in the 80s or lower percentage in thousands of “parks.” High vacancy MHCs exist in areas where so-called affordable housing is scarce.
MHRetailers are struggling in areas when they could be booming. The fact some MHCs and ‘street retailers’ (MHRetailers) perform well in those same or similar markets implies others can too.
MHInvestors who buy and fill communities with vacancies reflect the confidence needed for advancement.
As an MHIndustry consultant in marketing, web and sales development, we know first hand what’s possible.
Maybe that’s why our business development seminars at Louisville are routinely packed?
Entropy?
It obviously takes energy to keep a plane flying. If you cut energy (power), you decline; increase thrust and you climb higher. The higher you fly, the less energy is needed to maintain altitude.
Google’s second definition for entropy is:
2. lack of order or predictability; gradual decline into disorder. Example: “a marketplace where entropy reigns supreme”
A successful professional leading a growing operation told me thousands of the industry’s business owners, managers and front line sales people had their “guts kicked out” in the last downturn. “They’re so happy to survive,” that pro said, “they are now gun-shy to reach for more.”
That echoes Dr. Gerald Swanson’s statements to MHI’s annual meeting attendees; 49% of the population doesn’t believe the recession is over. Business leaders, Swanson said, have the money to invest, but many are uncertain due to a range of issues and experiences.
Progress starts here
Progress begins when someone experiences ‘Inspirational Dissatisfaction.’ Those accepting the status quo aren’t pushing the envelope for improvement!
Those advancing believe profitable growth is possible. They’re confident enough to explore and learn something new-to-them that advances them in their market(s). The fact many accept the status quo implies the vacuum creating profitable opportunities for forward-thinking doers exists.
Human nature suggests many don’t change unless forced to do so. The flip side finds motivated pros willing to change and advance more rapidly.
We sell quality, durable homes for less. In a trillion dollar annual U.S. Housing market, manufactured and modular housing can obviously do better. Consider this a challenge to you/your associates to look anew at your market(s) total housing picture. Don’t let image, or any other excuse, hold you back.
The ones advancing today seize opportunities by lining up whatever-resources-or-talent-it-takes to succeed. Excuses are limiting. Courageous, confident vision begins greater advancement. That’s a fact, and let’s all strive to ever-more to stick with it. ##
