The words 'mobile home' roll off the tongue with greater ease that the words 'manufactured housing.' Technically, all HUD Code factory-built homes today are manufactured housing. We have had no mobile homes built since before June 15, 1976. Yet 'mobile home' is the far more commonly used term used to describe our homes today.
This places a marketer in a bit of a dilemma. If you want good SEO (search engine optimization), you may decide to use the term 'mobile home,' even though it is not correct! Some want to segment HUD Code manufactured homes into pre-1994 (the year that 3 Wind Zone standards were established, along with other HUD Code changes), and those built since.
Ideally re-branding would be done at a national association level, and would be codified into law. What would be the goal?
- To enhance understanding.
- To open minds to consider our product that are closed now.
- To improve image.
- To come up with a name for the product that would supplant 'mobile home' – which sounds trailerish – and to have a term that is easier to express than 'manufactured housing.'
The list could go on, but you get the idea. The job of marketers, sales, land lease communities, associations, allies and advocates may be improved if we had a re-branding effort that would make sense.
As a quick aside, 'manufactured home' sounds more sophisticated – yet warmer, more friendly – than either of the 'mobile home' or 'manufactured housing.' That said, let's segue back to our re-branding topic.
Testing, 1, 2, 3…
I've field tested with a client a term that I'd like to share with you. This may not be the perfect fit. But it worked. My purpose here is to start a discussion, as part of a wider discussion of how to move manufactured housing ahead.
The CUBE Home
CUBE is an acronym that is short for: Complete, Unified, Built Eco-nomically Home. Other possible meanings could be used for the same acronym.
What is any house, apartment, townhouse or condo? Isn't it in part a series of cube shapes that have a roof over them? The correct answer is 'yes.'
Nissan came out with their CUBE model. The clothing and home goods retailer Marshall's has their CUBE department. So there is already some use of the term CUBE in marketing circles.
If this concept caught fire, we could re-brand all MHs built since the Manufactured Housing Improvement Act of 2000 (MHIA 2000) was implemented as CUBEs. This would give us several hundred thousand CUBE Home owners that could be asked about their experiences for testimonial purposes.
Those testimonials could then be used with public officials and in marketing.
Imagine YouTube style videos, FaceBook and Pinterest all being used for this purpose. Of course a website would be established too.
What thoughts do you have on this concept of re-branding? Have you tested a term that you like that worked?
Let the discussion begin…
Show time Looms!
As we draw closer to Louisville, we are excited to draw your attention to the latest news. Go to LouisvilleShow.com. The Intro to MH Opportunities Day page – which effort is focused on bringing in new blood to our great Industry – will be revised this weekend and will go live.
We will be in Louisville for the run of the show! The anticipation is building for the best show in years! It will be the largest all indoor event of its kind in North America, quite possibly the world.
Don't miss it. Leaders, legends, owners, managers, along with rank and file will be there. You should be there too. Please stop at our booth and/or come by the money making Money Tree seminars to say hi. ##
PS: Check our many Exclusive and Red Hot Featured Articles for December and see the
other new stories and 'Purely Political' cartoons at MHLivingNews.com too.
L. A. "Tony" Kovach
MHLivingNews.com=Re-Discovering and Spotlighting the MHLifeStyle
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Office –815-270-0500
latonyk@gmail.com or tony@mhmsm.com
http://www.linkedin.com/in/latonykovach= connect with me on Linkedin.
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Whether you think you can or whether you think you can't, you're right. – Henry Ford
