According to sbwire, the discussion revealed the U. S. needs 1.3 to 1.4 million housing starts annually to keep up with demand, and that 55 percent of new mortgages are for first-time home buyers.
Noting the value of the entry-level market “that brought us to the dance,” CEO Kevin Clayton of Clayton Homes said MH producers are reaching out to a broader range of potential consumers who are just now discovering the MH lifestyle, with a focus on price, image, aesthetics and marketing strategies.
Energy savings and curb appeal have to be part of that draw, said Clayton, who said MH interiors are modern, and emphasized his company is drawing a bead on enhancing the exteriors away from the traditional skirting and low roof lines.
“Now that the interior is nailed, we need to destroy that trailer image,” created by the outdated exteriors, said Don Westphal, who designs and develops manufactured home communities.
Champion Homes CEO Keith Anderson said his company is altering the outside to make MH look more like site-built homes but without major cost, and is tapping into the Millennials market via social media, new websites, MHVillage and its own employee base. He added Champion has seen a 500 percent increase in website hits and leads in the last six months.
Gary McDaniels, whose Yes! Communities zero in on creating family-focused developments, said the industry can meet every price point, but most consumers are looking for a clean, secure and affordable place to raise their families.
For more on what industry leaders had to say about the future of factory-built housing, see “Where do we go from here?” on MHProNews here. ##
(Image credit: Royal Homes of Raleigh)
