‘The Rules Are Simple. They Lie to Us, They Know We Know They Are Lying;’ MHVillage/MHInsider Darren Krolewski Unveils Sobering Claim – ‘How to Waste Good Money on Marketing’ – plus MHVille Stock$
Imagine: spending more money on ‘marketing’ and getting a worse result? Is that possible. Apparently, yes.
For example.
Let’s note that pro-MHI ‘member emeritus’ and MHInsider contributing editor George F. Allen wrote in apparent brownnoser fashion: “Two positive opportunities, relative to National MH Awareness, were described. Dr. Lesli Gooch of MHI has been invited to address the National Housing Conference, with emphasis on manufactured housing. And manufacturedhomes.com is working with 15 state associations to enhance their online presence. The unasked question, in my mind, was “Why aren’t all state MH associations on board to improve their representation of manufactured housing and land lease communities nationwide?” After all, why would 30+ more state associations want to spend money on marketing that is failing to increase the manufactured housing industry’s results? Only MHProNews has exposed the fact that some of these ‘marketing’ efforts, as fancy ‘eye candy’ may seem to be to visitors or viewers, the data often does not support any measurable improvement. Indeed, if Allen is correct, it would seem that to Krolewski’s point, those states are exhibit A on: “How to Waste Good Money on Marketing.” But others in MHVille are wasting money on marketing that is often not producing the claimed results.
To give Krolewski’s point a fair fisking in full context:
Part I provides his text, per MHnsider on 4.5.2023.
Part II will provide additional information with more MHProNews analysis and commentary.
Part III is our manufactured home industry’s leading market’s data, on the first and still only known Daily Business News stocks report, found exclusively on MHProNews.
Part I – Per “MHI Endorsed” MHVillage’s MHInsider is the following.
The closing line following this column makes the following claims: “MHInsider is the leader in manufactured housing news and is a product of MHVillage, the top marketplace for manufactured homes.” More on that and what follows in Part II, below. Note: providing this information from MHVillage’s MHInsider website should not be construed as an endorsement of them by our platform or management.
How to Waste Good Money on Marketing
By Darren Krolewski
April 3, 2023
‘With a little time and effort you too can increase your company’s marketing expenses and lower results’
On the subject of marketing, the legendary department store pioneer John Wanamaker famously lamented, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”
Just imagine what it was like to be a marketer in the late 19th century laboring under such adverse conditions. No websites. No Internet. No social media. You could only rely on newspapers, a few catalogs and the occasional holiday parade on which to throw away your marketing dollars. Meanwhile, you’d be forced to toil on with the knowledge that some unknown share of your advertising could actually be working. The horror!
Thankfully, marketing has come a long way since those barbaric times. With the advent of digital marketing, choices in advertising channels for manufactured housing professionals have increased exponentially. Yet despite these advancements, so many communities, retailers and service providers continue to struggle with how to deplete their advertising investment in the fastest and most gratuitous manner possible.
But don’t worry, with a little time and effort you too can increase your company’s marketing expenses and lower results. Here are a few tips to almost guarantee the complete and total failure of any and all marketing initiatives.
1. Don’t Track Your Advertising
Not tracking your advertising is a surefire strategy to ensure the greatest ineffectiveness of your marketing campaigns. If you don’t know what specific channels, platforms and creative are generating leads, you’ll never be able to shift your marketing budget into the ones that are the most profitable. One of the best free tools for tracking the effectiveness of online advertising is Google Analytics. Less experienced marketers use this tool to generate a unique tracking code that can be placed in different types of digital ads to help determine which are generating the most clicks. Best to avoid it. Just send all your visitors to your homepage so you have no idea how they got there. After all, knowing how people are finding you, where they are coming from and if your website is doing its job can only lead to better results. And we definitely don’t want that.
2. Don’t Bother Having a Good Website
Studies have shown that this internet thing will probably end up being a complete waste of time. Centuries from now, future civilizations will ponder our attachment to cat videos, sharing pictures of our meals, and buying products and services without leaving our homes. On the other hand, a terrible website can be a great way to consume a large portion of your advertising budget and erode the effectiveness of your digital campaigns. Remember, when it comes to websites, speed rarely matters. Be sure your website loads as slowly as possible so visitors will get frustrated and leave. Also, make sure your website is nearly unusable from a mobile device. Give particular attention to making forms and buttons insidiously difficult to use on a small screen. Focus instead on the proven desktop experience.
3. Don’t Optimize Your Ad Campaigns
Remember those late-night rotisserie grill infomercials that touted “Set it and forget it?” It’s a strategy that works on more than just poultry. Once you come up with some creative advertising, you should never change a good thing. Or a bad thing. Or anything. Just let your ads keep running forever until any response gradually fades away. Changing ads every few weeks to keep them fresh is just a myth perpetuated by unscrupulous graphic designers. Don’t be a sucker. The fewer clicks you get, the higher your cost per click. It’s simple math. Trust your instincts. There’s no point in A/B testing different versions of your ads against one another to see which headlines and content work best. That would only expose faults in your initial judgment. Some may argue that impressions without clicks indicate a problem with your ad creative. Or clicks without conversions may suggest an issue with your landing page. Then again, some people argue about most everything.
4. Don’t Limit Yourself to a Single Call to Action
It’s been said that variety is the spice of life. What better way to encourage consumer happiness than to give your website visitors lots of choices? Don’t limit the possibilities by suggesting a single, straightforward call to action such as the completion of a lead form or application. No, like an old Choose Your Own Adventure® novel, you should strive to provide as many potential outcomes as possible. Even if some of them lead to dead ends. Be sure to utilize as many different domains and subdomains as possible, including switching over to third-party service providers, to make it as tough as possible on your web developer to keep the tracking straight. When in doubt, share the blame. The same holds true for promotional emails as well. Be sure to incorporate as many calls to action and clicks as you can. Ask the recipient to take a survey, watch a video, click on a button, and click to learn more. People love to feel like they are part of something. Give it to them.
5. Don’t Advertise Consistently
Many marketers believe repeating a message multiple times builds awareness and recall. Many marketers believe repeating a message multiple times builds awareness and recall. See what I did there? Wasn’t it annoying? Part of the fun of marketing is constantly coming up with new advertising ideas and ways to spend your company’s money. That way you can enjoy the creative process again and again. If you maintained a consistent advertising budget over time, you’d be able to establish and maintain momentum much easier than starting from a dead stop. Sure such a radical strategy may purport to be more successful and cost efficient, but where’s the fun in that? Instead, try stopping and starting your advertising every chance you get. Salesperson call in sick? Turn off the ads. Rain in the forecast? Turn off the ads. Prospect says they’ll “think about it”? Turn off the ads! You get the idea. Turn off the ads.
6. Don’t Follow Up
According to a study by Brevet, 80% of sales require an average of five follow-ups in order to close the deal. Five follow-ups? Who has time for that!? Everyone knows that if a prospect isn’t ready to make a commitment right away, they’re not a serious buyer. Don’t let them lead you on. It’s difficult to contemplate why so many tire kickers spend their time responding to ads and visiting manufactured home sales centers. The world may never know. As a marketer, you should focus all of your advertising budget on one thing and one thing only: generating a steady flow of new leads. The vast majority of these aren’t going to convert. Learn to accept it. Don’t waste your time on marketing pseudoscience like mapping the customer journey and crafting specific follow-up campaigns for different personas and phases of the buying process. Absolutely not. Try lots of new things. Get your marketing budget out there. Keep the economy humming. So what do you do with all those bad leads? Put them in a file and never look at them again. Out of sight, out of mind.
So while marketing may have evolved, that doesn’t mean you have to. When sales are cooling off and it’s taking twice as much effort to generate the same results, don’t be afraid to stop. Stop it all. Why even question which half of your advertising is working when you can ensure none of it is? Let your competition carry the load. Those fools. Because if there is one thing we’ve learned about marketing over the last century and a half it’s this: sometimes the best thing you can do is nothing at all. ##
Part II – Additional Information with More MHProNews Analysis and Commentary
Much of Krolewski’s advice is fine, as far as it goes, but it is hardly contrarian advice. It is arguably rather self-serving and pedestrian (common) advice. Perhaps more to the point, Darren K himself said something on the record that undermines some of the claims made by the firm he is co-president of – namely, that the bad news in MHVille outweighs good news.
Krolewski will likely be wearing that on the record comment above for a long, long time. But one of the larger problems he has with his thesis is that the manufactured housing industry is currently in decline.
Without that factual context above, linked, and otherwise found herein, someone might be persuaded to spend money with his firm, and/or their MHI member-allies (e.g.: ManufacturedHomes.com). Yet those MHI-linked firms are apparently failing to deliver positive, measurable results. Additionally, the same must be said about MHI. Recall that they have periodically promised that they are marketing the industry, in recent years, via their apparently market-failed CrossModTM scheme. Again, OUCH.
Note that it was MHInsider that carried the arguably apparent misinformation advanced by Kevin Clayton, shown in the report above. What business is MHVillage and MHInsider in? Don’t facts and the truth matter to them?
We plan to do a fact check, analysis and commentary (‘fisking’ – critique) of your recent headlines on MHInsider, including, but not limited to the remarks attributed to you published at the link above.
Do you find it ironic that the industry is now in its 5th month of declining production and your publication doesn’t mention that fact? Nor did MHI in their latest Federated States ‘newsletter.’
You may recall that we did a report that unpacked your stats in the light of the reality that Zillow also offers manufactured homes for sale. How can you know what sales are being generated by MHVillage alone? How then can you craft your data for marketing your own platform accurately?
There is a remark published that says MHI endorses MHVillage. Is that still accurate?
When was the last time that your publication published a critique of MHI’s performance?
You know the drill. Please type your reply under each question. No word limits. Also, you can comment on other MHProNews/MHLivingNews reports, see the recent ones below. But you can pick others too.
Thanks,
Tony
PS: how often do you think about our last conversation at Louisville when you went to talk to Dick Jennison after you and I spoke? ##
MHInsider’s Contributing Editor Blows Their Mutual Cover, Albeit Accidentally
Recall that above Allen is quoted saying: “And manufacturedhomes.com is working with 15 state associations to enhance their online presence. The unasked question, in my mind, was “Why aren’t all state MH associations on board to improve their representation of manufactured housing and land lease communities nationwide?” The answer ought to be obvious. Why waste money, as Krolewski attempts to humorously claim, when the industry’s results are going DOWN?
MHProNews/MHLivingNews has been saying for some time that MHI, along with several of its leading brands, are steadily painting themselves into a corner. They can’t have it both ways. MHI ‘leaders’ can’t be these supposedly great marketing, great lobbying, great image improving professionals on the one hand when the facts are once more saying that the manufactured home industry’s production is in a steep decline on the other hand.
Additionally, MHVillage is seemingly making claims that it’s own co-president Krolewski is unwilling to substantiate and stand up for, as the email above reflects. No response from him or his company. Zillow seems to have more manufactured homes for sale than MHVillage. Sometimes, people have shopped Zillow but NOT MHVillage. If a home posted on MHVillage has sold on Zillow, does MHVillage count that in their claimed results? If so, how is that fair, accurate, or representative of their purported results?
MHLivingNews’ research on that point made above has been ongoing for some years. See the classic report linked below, which remains one of the more popular ones on MHLivingNews years later. Why? Perhaps because the facts and evidence are still relevant.
Note that Allen’s remarks above included this line: “Two positive opportunities, relative to National MH Awareness, were described. Dr. Lesli Gooch of MHI has been invited to address the National Housing Conference, with emphasis on manufactured housing.” Apparently, Allen needs to wipe his nose off and then read, or re-read, the report linked below.
An upcoming report from the Manufactured Housing Association for Regulatory Reform (MHI) will underscore just how badly MHI has handled the DOE energy rule. In the meantime, see the linked reports below. But watch for the new one, because it brings new information. For those who are detail-minded, time and again, the evidence reflects that MHI is by accident and/or design making decisions that limit or harm the industry.
MHProNews has been reporting for some time, as the evidence emerges, that states that are using so-called marketers have suffered decreased sales in the wake of those marketing moves.
‘This is a circle fest in a hot tub’ – Chris Plante. Plante’s witticism appears to apply to MHI. MHI has ‘rigged’ a system of people in their ‘circle’ that cheer lead for each other. The same cast of characters is ‘endorsing’ each other. Fine. That’s their right. But in the meantime, the manufactured home industry’s shipments are in a sharp decline. Fixing the industry’s problems begins by understanding the root causes of the problems that face MHVille.
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What is the purpose of this sabotage monopoly tactics? Apparently, consolidation. That’s the conclusion reached by industry insiders and outside researchers alike. But don’t expect those who have rigged the system to expose the system that they have rigged.
Krolewski’s headline is almost humorous in the light of the facts:
“How to Waste Good Money on Marketing.”
Darren’s subheading, based on the evidence presented, is also a case of three fingers pointing back at the speaker.
“‘With a little time and effort you too can increase your company’s marketing expenses and lower results’” You could seemingly avoid that by avoiding the brands that do ‘marketing’ for MHI and their state affiliates. That could arguably include MHVillage, ManufacturedHomes.com, BowStern, MHI itself, and others in that orbit.
This screen capture of the MHInsider website illustrates some of the points made above. No facts are evident about the industry’s downturn. But they boldly want your advertising dollars while the industry’s new home sales are sharply in decline. Note: depending on your browser or device, many images in this report and others on MHProNews can be clicked to expand. Click the image and follow the prompts. For example, in some browsers/devices you click the image and select ‘open in a new window.’ After clicking that selection you click the image in the open window to expand the image to a larger size. To return to this page, use your back key, escape or follow the prompts.
The facts are clear and troublesome. The industry is currently in decline on production and sales. Neither MHI’s leaders, nor MHVillage’s co-president, appear to be willing to address the irksome facts.
Borrowing from Krolewski conclusion, “sometimes the best thing you can do is nothing at all.” He has a point: someone may well be better off doing ‘nothing at all’ than spending marketing dollars on the brands that are aligned with MHI.
To the headline point about lying? They may not always lie per se, but they certainly do seem to fit the definition for paltering. ##
While the thrust of this definition is fine, it is mistaken to think that paltering began in the medieval period. Paltering literally dates back to the incident in the Garden of Eden when the slippery serpent, a stand in for Satan the Devil, told a sly half-truth to Adam and Eve in order to tempt them to break the one and only commandment that God had issued up to that point in time. Do not eat the fruit of the tree in the center of the garden. One commandment, and humans couldn’t keep it.
How has that MHI claim been working out for manufactured housing. In a seemingly Orwellian fashion, a decline in the industry which followed that MHI pledge must be redefined as ‘expanding your opportunities.’ Thank MHI’s leadership for a healthy chunk of the responsibility for the current interconnected malaise. Thank MHProNews and our sponsors for the only warnings based on facts, evidence, trends, and common sense. ###
Part 3: Daily Business News on MHProNews Markets Segment
The modifications of our prior Daily Business News on MHProNews format of the recap of yesterday evening’s market report are provided below. It still includes our signature left (CNN Business) and right (Newsmax) ‘market moving’ headlines. The macro market moves graphics will provide context and comparisons for those invested in or tracking manufactured housing connected equities.
In minutes a day readers can get a good sense of significant or major events while keeping up with the trends that are impacting manufactured housing connected investing.
Reminder: several of the graphics on MHProNews can be opened into a larger size. For instance: click the image and follow the prompts in your browser or device to OPEN In a New Window. Then, in several browsers/devices you can click the image and increase the size. Use the ‘x out’ (close window) escape or back key to return.
Headlines fromleft-of-center CNN Business – from the evening of 4.5.2023
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In instances such as Apollo, Berkshire Hathaway, Blackstone or others, manufactured housing may only be part of their corporate interests. Note: depending on your browser or device, many images in this report and others on MHProNews can be clicked to expand. Click the image and follow the prompts. For example, in some browsers/devices you click the image and select ‘open in a new window.’ After clicking that selection you click the image in the open window to expand the image to a larger size. To return to this page, use your back key, escape or follow the prompts.
2022 was a tough year for many stocks. Unfortunately, that pattern held true for manufactured home industry (MHVille) connected stocks too.
NOTE 1: The 3rd chart above of manufactured housing connected equities includes the Canadian stock, ECN, which purchased Triad Financial Services, a manufactured home industry finance lender.
NOTE 2: Drew changed its name and trading symbol at the end of 2016 to Lippert (LCII).
NOTE 3: Deer Valley was largely taken private, say company insiders in a message to MHProNews on 12.15.2020, but there are still some outstanding shares of the stock from the days when it was a publicly traded firm. Thus, there is still periodic activity on DVLY.
Note 4: some recent or related reports to the REITs, stocks, and other equities named above follow in the reports linked below.
2023 …Berkshire Hathaway is the parent company to Clayton Homes, 21st Mortgage, Vanderbilt Mortgage and other factory-built housing industry suppliers. · LCI Industries, Patrick, UFPI, and LP each are suppliers to the manufactured housing industry, among others. · AMG, CG, and TAVFX have investments in manufactured housing related businesses. For insights from third-parties and clients about our publisher, click here.
Disclosure. MHProNews holds no positions in the stocks in this report.
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All on Capitol Hill were welcoming and interested in manufactured housing related issues. But Congressman Al Green’s office was tremendous in their hospitality. Our son’s hand is on a package that included a copy of the Constitution of the United States and other goodies. Tamas has grown considerably since this photo was taken. He is now an impressive, often thoughtful, teen.
By L.A. “Tony” Kovach – for MHProNews. Tony earned a journalism scholarship along with numerous awards in history. There have been several awards and honors and also recognition in manufactured housing. For example, he earned the prestigious Lottinville Award in history from the University of Oklahoma, where he studied history and business management. He’s a managing member and co-founder of LifeStyle Factory Homes, LLC, the parent company to MHProNews, and MHLivingNews.com. This article reflects the LLC’s and/or the writer’s position and may or may not reflect the views of sponsors or supporters.
