It is said that the origin for the following maxim was Scottish born James Kelly;
“Fool me once, shame on you. Fool me twice, shame on me.”
As an industry, if we have been fooled more than once, so that translates into shame on us. Let’s stop fooling ourselves, and take the shame of having a poor image off of ourselves and our customers.
Besides the fact that we ought to be first choice housing for millions of potential home buyers, let’s look at just one of the many routinely lost opportunities for our Industry.
“Affordable housing” programs abound coast to coast. Why is factory building – especially HUD Code manufactured homes – so seldom considered for what could be hundreds of millions (potentially billions) in annual contracts? Some of the answers are:
- Image issues with public officials and the public at large.
- Outdated stereotypes.
- Education.
- Poor media engagement.
- Industry training (or a lack thereof).
Why do we settle for bread crumbs when we could be growing our market share and sales and doing very well? We will dig into that below.
MODs and (vs.) HUDs.
We did a Daily Business News (DBN) last week that described modular construction as a media darling.
https://www.manufacturedhomepronews.com/modulars-media-darlings-but-panelizers-have-hotter-stats/
Yet HUD Code production still produces more homes that modular construction.
As we showcased in an earlier article (see link below), we should avoid MOD and HUD builders, marketers and sales people working against each other. Factory-builders need to clarify and support the value of all factory building! Imagine if the auto industry suddenly disowned entry level cars? We need residential style MODs and HUDs as we do entry level HUD Code models. We need modular producers to band with HUD Code builders in an effort to build image, and thus build overall acceptance and understanding to grow the number of sales for all of factory built home construction.
Image and Marketing Campaign plan update
It is easy to moan and groan, but we are believers that you don’t point out a problem without proposing a solution! The MH Alliance/Phoenix Project continues to draw new parties and inquires. One common question is, where do we find the power point on the MHProNews.com website?
The Answer is, you don’t. We have learned that those who go through the GoToMeeting understand the power point better than those who don’t. To save everyone time and avoid misunderstanding, we try to schedule weekly or every other week GoMeetings (webinar limited to a maximum of 15) for this purpose.
But let’s bullet point some keys to the program. The designers of the program, which has had input from MH pros from coast to coast, looked at the following issues, and provided solutions that address the following challenges:
- Image & education
- Attracting more credit worthy prospective home buyers
- Protect MH Lenders and Consumers against serious losses
- Re-marketing for home owners, chattel lenders and other industry professionals
- State/region specific marketing and sales enhancement
- Coaching/training inside the industry (best practices)
- Targeted marketing for upscale, mid-level and entry-level manufactured (or modular) home prospects.
- Assistance for existing manufactured housing associations in lobbying public officials on industry related topics
- Positive mainstream media engagement
You can see what others leaders and professionals say who have attended the MH Alliance/Phoenix Project power point here.
You can schedule your free attendance by placing MH Alliance/Phoenix Project in your subject line with an email to me at tony@mhmsm.com.
Let’s end the shame on us, with a smart, money making, cost effective approach that will deal with our issues in a 21st century manner. (Secret: a creative way to pay for this plan is one of the most complimented parts of the program)
George F. Allen’s Retirement and related transitions
As a pair of last newsy tidbits, award winning and now Hall of Fame member George F. Allen will soon be announcing details of his retirement and business units transition plans. We won’t steal his thunder, so stay tuned for more once he makes his announcement.
Wolves, Sheep, Sheepdogs and Denial – 9.11 related thoughts.
Please check this item above out, submitted by a bank president to us for the Inspiration blog. Pass it onto your friends. # #
