The Masthead

For anyone who has been in a delivery room, you already know what the final stage of the birthing process is like. Birth involves pain. New birth is also excitement, joy, fear and a host of other emotions. When one speaks of a re-birth, Nicodemus' famous question "How can a man be born again?" could be paraphrased and echoed, "How can an Industry be born again?"

The answer is no surprise. As with a natural human birth, an industry rebirth takes place through pain, joy, fear, hope and a host of other dynamics.

Birth is amazing, but it is not necessarily “pretty.” So should we be surprised if an Industry rebirth is less than a pretty picture?

Before the birth, there is the gestation period. For we humans, that lasts about 9 months. I wish we could say that an Industry re-birth would only take 9 months! You can't press any analogy too far, at some point analogies all limp. No exception with this one. This industry rebirth will take time, it already has taken some years.

Imagine a moment in time before Thomas Edison invented the light bulb. After hundreds of failed efforts, after some tests with very limited success towards making the incandescent bulb, some observers may have thought Edison mad.

But Edison persisted, holding fast to his vision, persisting in his efforts. Edison not only invented the light bulb, but also the phonograph (for you really young folks, that came way before iPods, CDs and cassettes) and over 1000 other patented items. Success at the new or visionary always comes with a price, but it also comes with a reward for those who stay the course and make it work.

We had light before Edison's electric bulb. But what came as a result of his light was arguably better. I believe the same will be true for our Industry.

So for those involved in various aspects of the re-birth of manufactured housing, take heart! Plan and share your vision. Enjoy the successes along the way. Accept the periodic slings and arrows of outrageous fortune. But know that the re-birth is coming. Being a part of it will have its rewards. ##

Post by
L. A. 'Tony' Kovach
www.MHProNews.com
www.MHMarketingSalesManagement.com or www.MHMSM.com
Innovation – Information – Inspiration for Industry Professionals

Office – 815-270-0500
latonyk@gmail.com or tony@mhmsm.com

http://LATonyKovach.com
http://www.linkedin.com/in/latonykovach

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Whether you think you can or whether you think you can't, you're right. – Henry Ford

One of the great parts about last week's Manufactured Housing Institute (MHI) 2012 Congress and Expo or the Louisville, Tulsa and other manufactured housing shows and events this year has been the upbeat mood among most attendees and exhibitors. I'm seeing a group of 'young lions' as well as seasoned veterans that are ready to take their businesses to the next level. They know the problems, and are turning lemons into lemonade. Many know that problems are opportunities in disguise. Sometimes I hear the term 'survival of the fittest' at such meetings too.

In short, these meetings are routinely attended by professionals who are focused on growing their business and profits.

In the last year of the now sadly defunct Manufactured Home Merchandiser magazine, Marty Lavin and I had 'dueling columns' (FYI, Marty and I get along fine! We see somethings similarly, others differently, and that's what makes the world go round). Marty brilliantly spelling out why the industry was doomed in his column, and I replied with 'Two Words' as to why the Industry was going to survive and then prosper. We need a healthy discussion on key industry issues, and written perspectives that agree, disagree or do both from what you read here are welcome for our Industry Voices Guest Column.

What I will say today is that the future – the Road Ahead – is entirely in our hands. That means YOUR hands and that of your staff, team, colleague and peers.

We've made it very easy for Industry pros to contact their Congressman and Senators regarding the technical fixes needed for SAFE and Dodd-Frank to not be a job and a business killer for manufactured housing. I take my own medicine. I went to my Congressman's office, and did the follow up with staff. My Congressman is on board, how about yours? Go to the home page, put your mouse over the Alerts and Resources tab and under Alerts go to HR 3849. We made it as easy as possible. Send the document or email the link. Put your cover note with it. Follow up. One gent I know has dug in, lent his time and their entire state's congressional representatives are committed to being on board, Rs and Ds alike!

This type of personal advocacy can and will make a difference. Then see the new resource described in the Cutting Edge blog post today, and please set that wheel in motion too. All together, this can work.

New Manufactured Home Shipments are rising at double digits nationally. Some are saying we could hit 60,000 to 65,000 shipments this year. When we use Ron Thomas' idea of 50,000 shipments being our Industry's 'new base line,' we can see that we are moving in a better direction! But with 60% of all sales new MH sales being chattel, we need to be pro-active and protect chattel financing with HR 3849.

I'm working on my Senators to do a Senate version of the bill, please do the same. FYI, word has it that there are some Democratic Senators in play in favor of the bill. There are also Republican Senators who have said, get a Democrat to sign on, and we will too. Help others see the point.

The Road Ahead is in our hands.

The demographic numbers crunchers tell us that with lower incomes, growing population and a host of other factors, the Manufactured Housing Industry is well poised for the future. The rising shipment numbers suggest the same. I truly believe our Industry's best days can lay ahead of us! But we have to do the common sense things, even if they aren't the most fun. Just Do It. The revisions are good for manufactured home owners, home owners, good for businesses, it is a win-win. The effort will be worth it. # #

Post by
L. A. 'Tony' Kovach
www.MHProNews.com
www.MHMarketingSalesManagement.com or www.MHMSM.com
Innovation – Information – Inspiration for Industry Professionals

Office – 815-270-0500
latonyk@gmail.com or tony@mhmsm.com

http://LATonyKovach.com
http://www.linkedin.com/in/latonykovach

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Whether you think you can or whether you think you can't, you're right. – Henry Ford

Before going into our headline topic, let me invite you to check out our latest OpEd column from the trenches of manufactured housing retailing in Industry Voices.

To set the stage for our main topic, let me state a principle we strive for here at MHProNews.com (MHMSM.com). We are pro-industry! We also believe in the importance and value of association membership and activity. Those principles don't mean we lose our objectivity. We do our grand Industry no good by only cheering; when something needs attention or a tweak, it ought to be worth mentioning without offending anyone.

As an analogy, the fact is that without a positive and a negative charge in electricity, there is no power! We can't look only at positives, we need to look at issues, because problems can become opportunities in disguise.

So before going into an overview/critique, let me stress that the 2012 Manufactured Housing Institute (MHI) Congress and Expo was a good event. But that doesn't mean it was wart free (what is?). I hereby invite others who attended to share their perspective in a guest column. In the overview below, my goal is to make this sampling reflect reality, so that those who came would say, yes, that is how I experienced the event too, and for those who didn't come to think about what they may have gained by attending.

Lets consider the following areas that a Congress and Expo style event could be evaluated and measured, and look at each of those.

• Attendance.
• Mood/Tone
• Presentation/Topics addressed, and their quality.
• Networking.
• Awards luncheon.
• Marketing B2B engagement opportunity (Exhibitors and attendees).
• Venue

We will also look at some possible opportunities for future Congresses to consider.

I'll note that we will strive for a photo report on the awards and from other parts of the Congress in the days ahead (likely in May), along with some event updates as we get them.

With that backdrop, let's dive in.

1. Attendance. Some attendees and exhibitors shared with me their sense that the attendance numbers seemed down since 2011. In talking with different MHI sources, one indicated the totals looked to be between 650-700 attendees (this includes attendees and exhibitors), which would indeed be down from last year's stated totals. However another source indicated the numbers would come in over 700. Once final numbers are provided, we plan to share them in our final wrap up report. Such numbers would still make Congress and Expo perhaps the third largest manufactured housing event of the year, after Tunica and Louisville. It seems highly unlikely that the pre-event promo claim of "up to 1000 attendees expected" was achieved.

2) Mood/Tone. Most of those I spoke with seemed upbeat and positive about the future of our Industry, in-spite of challenges from regulatory issues such as Dodd-Frank and the SAFE Act. Many agreed that 'cautious optimism' captured the mood/tone of the event and attendees.

3) Presentation/Topics addressed, and their quality. Overall, this was a mixed bag. The topics were all solid ones. Some or the presenters had good content, but their delivery was – to be polite – less than stellar and required either caffeine or alcohol to make it palatable. Some were outstanding, in content, delivery, as well as the Q&A and discussion that followed the presentation. A pair looked and sounded good, but when you scratched under the surface of what was being said and presented, elements of were contradictory or had reverse rather than direct value (meaning when carefully considered, in some cases you had to think to yourself, here is what not to do).

3a). Overall, Tuesday's NCC side of the function had the edge, with not only good topics, as well as a nice, professional touch of having almost all of the presenters power points in a handy spiral bound volume. The panel discussion on Attracting and Keeping Top Notch Community Management Personnel was also excellent, and there were many other good panels and presentations.

I also want to mention Candy Holcombe's Thursday presentation as one of the best of the event. Candy was great about not only sharing experiences, but in stirring positive interaction among attendees.

3b) When you have concurrent events, you are naturally having to make choices, and I can't personally comment on the quality/content/delivery/discussion of sessions I didn't sit in on. I would love to have made all of each session. In a post meeting discussion with presenters, the idea was floated that perhaps each session could be video taped, and made available to attendees via a web download. That would be a strong value added feature for future Congress and Expo consideration. That option is something the Texas Manufactured Housing Association is trying too.

4) Networking. I would rate the networking as excellent. You are rubbing shoulders with owners or with key people from companies from various segments of the Industry. There was mixers two evenings that provided good opportunities to snack, share a beverage and enjoy discussions with a wide variety of Industry peers.

5) Awards luncheon. Joe Adams does a first rate job on leading and reading this part of the Congress. Many walk away inspired by new designs, those award winning community and retail centers, etc. We plan a photo report on this, likely in May.

6) Exhibits. Marketing B2B engagement opportunity (Exhibitors and attendees). Most of the exhibitors believe in the value, a few realized that this may not be the best event for them to exhibit at next time around. The displays were overall very professional and their staffs were too. I talked with some fascinating people, and we hope to bring you more in the photo report in May.

7) Venue. Personally, I think Caesar's Palace is an amazing facility. The Forum Shops, for example, are a shoppers paradise, my wife and son love it when we are all together. However, a number of individuals told me that they thought the location for MHI Congress was so big that they didn't enjoy navigating to and from the convention center area to the rooms, street or other parts of the complex. Word has it that MHI staff have already planned for the event next year at the Paris in Las Vegas.

Overall, this was an event that was very worthwhile. MHI does a good job on this every year.

I would opine that while MHARR (Manufactured Housing Association for Regulatory Reform) clearly has a different focus and meeting dynamic, MHARR manufacturing members ought to consider the possible value to their member firms by having their organization host a meeting(s) for their client's companies. Isn't it logical for factories to offer educational tools and resources to help grow their businesses and thus drive sales for all concerned? That said, MHARR has a strong presence at the Louisville Manufactured Housing Show, which indeed had a good business building seminar line up in 2012.

Possible Opportunities to Consider for Future Congress

1. Could the MHI Congress and Expo be used as a stronger magnet to attract more new blood into our business? I encountered a few who were checking manufactured and modular housing out. Some came from as far away as Russia! Does anyone hear the words "Opportunity knocks?"
2. With that in mind, wouldn't it be logical for Industry newcomers and those possibly checking our Industry out to see, touch and feel how impressive our factory built homes are? At Caesar's Palace, there were no homes on display. If they move the event to the Paris in Las Vegas next year, it will still not have model homes on display. Given the fact that there are no West Coast Manufactured Housing equivalents to the Shows such as Louisville, Tulsa or Tunica, isn't there an opportunity that is being missed?
3. For those of us who have walked thousands of floors at a full blown manufactured housing trade show, seeing slides at lunch of award winning designs is fine. But for those who are new or who are toes testing the waters, it could be a terrific resource to showcase even a modest number of homes. That would require a very different facility, more like Tulsa and Louisville's venues. I sampled this idea with some attendees and exhibitors who saw the potential value in having an event with homes.
4. Enhanced Discussion Opportunities. The Q&A's yielded some opportunity to exchange ideas, or dig a bit deeper on a topic. But frankly, 10 minutes or so isn't enough to truly get into some topics and the brain storming needed on various issues critical to our Industry's future. During a general session, I asked the speaker about the importance of pre-emption to the industry to help us access the urban and suburban markets better, as well as the potential value of doing an image and marketing campaign effort with select retailers, developers and communities. This sparked comments after the meeting from attendees, many of whom feel these are areas that MHI should provide discussion forums and action plans.

An enjoyable private networking event, kudos and final words

Speaking of networking, the DiMarco's were very gracious in inviting me to their private function with Citi Global Markets at Bradley Ogden Steakhouse at Caesar's near the Forum Shops. As interesting as the evening mixers are that MHI and their Sponsors host, there is a different dynamic that occurs when you take about 3 dozen industry pros, provide a nice dinner, drinks and hors dourves. Brothers Anthony and Gerry and Mr. DiMarco senior – who was an engaging and delightful conversationalist – played the role of host so well. Rather than drop names, I will observe that serious levels of testosterone in the room was evident. Those invited were often high-powered players in the MHC world and others were rising stars. The conversations ran the gamut, it was a blast, thanks so much!

Congratulations to all the award winners, we will share photos and details soon.

Let's keep the Industry conversation going. As always, please feel free to send a message, post appropriate comments or give me a call. Remember that the Industry Voices Guest blog is there for those who want to sound off intelligently in an OpEd/Letter to the editor style fashion. Readership here continues to grow, thanks for surfing in and spreading the word. To borrow ROC USA's tag line, we truly are "better together." ##

post by

L. A. 'Tony' Kovach, MHM

www.MHProNews.com
www.MHMarketingSalesManagement.com or www.MHMSM.com
Innovation – Information – Inspiration for Industry Professionals

Office – 815-270-0500

latonyk@gmail.com or tony@mhmsm.com
http://www.linkedin.com/in/latonykovach

David Booth's lengthy tenure at the head of Clayton Homes retail division came to an official close at the 2012 Tunica Manufactured Housing Show. David demurred a photo op, and simply expressed looking forward to a well earned retirement. Kevin Clayton has personally taken over those duties. For those who wonder how that is possible – given all of Kevin's other hats – one must look to the structure of Clayton's retail division. With seasoned, capable leaders in key leadership roles in retail, Kevin has an enviable advantage.

It is said that Warren Buffett personally gave the nod to this new arrangement regarding Kevin Clayton's retail responsibilities. Buffett's belief in Kevin is well known, but what is also behind this is a tip of the hat to those executives in key retail roles that now report directly to Mr. Clayton.

Some state executives mention the fact that the corporate culture of Clayton Homes is important to their state's association. Clayton Homes has a policy of support and positive engagement in association activities. The significance of this policy is vital to many. A key reason why follows.

Clayton does not require that their manufactured home retail locations stock only homes produced by one of the Berkshire-Hathaway owned HUD Code or modular factories. In fact, a Clayton retail general manager is encouraged to look at and buy inventory from other manufacturers that he (or she) thinks best for their store's market. The reasons for this policy are numerous, and perhaps we will look at it in another column. Suffice it to say for now to say that the net result is that in some states, 45-70% of all HUD label fees paid to a given state association come from homes sold by a Berkshire-Hathaway owned factory, or by another manufacturer through a Clayton Homes retail center.

Associations of necessity must work with members of both the Democrat and Republican parties. Bi-partisan engagement is a by word at national, state, communities and manufacturing associations alike. You may be a member of one party or the other, or perhaps like myself, you are an independent. You may completely favor one party's platforms and agendas over another, the 'straight ticket' type of approach. But as noted, associations must be able to work with both major parties in order to get their work done on our Industry's behalf at the state and/or national level.

Warren Buffett is a rather public supporter and buddy of President Barack Obama. Buffett's Berkshire-Hathaway owns Clayton and a number of other manufacturing, lending, retail and supply elements of manufactured and modular homes. So does Buffett ever ask for help from the president and his party on an issue like "Preserving Access to Manufactured Housing" - HR 3849, which would favorably amend portions of the SAFE Act and Dodd-Frank – or not?

Interesting question, isn't it?

But the Buffett-Obama-HR 3849 issue may not be as cut and dried as one might think at first glance.

The presidential re-election campaign's fund-raising is not yet at levels that were expected. So the campaign advised Democrats in Congress not to count on it for their re-election efforts. President Obama's 3.6 trillion dollar 2013 budget was unanimously defeated – 414 – 0 – in a stunningly bi-partisan way in the House of Representatives last month. Imagine, not even Nancy Pelosi voted for the Obama budget! Do you think there is any chance that no money for their own campaigns had anything to do with total lack of Democratic support in the House for the president's budget? How would that type of reality and the triangulation based upon it impact the timing of a possible Buffett-Obama-HR 3849 request?

Sometimes what we are left with are facts and questions.

What we do know is that we have to do our personal part in contacting our Congressman and U.S. Senators to get HR 3849 supported and passed. After contacts in DC and later, my Congressman is on board. How about yours?

Segueing back to Clayton, what we know is that their company offers us many important lessons and potential insights. Often when I greet a Clayton team member, asking how things are going, I hear the upbeat reply "Living the Dream!"

The Clayton culture seems to cultivate a winning esprit de corps, a positive 'can do' attitude and as noted above, a pro-association involvement. That the company has been profitable in spite of macro-economic challenges is another factor we should note as worthy of emulation.

Depending on when you read this blog post, the Manufactured Housing Institute's (MHI) 2012 Congress at Caesar's Palace in Las Vegas will be looming, underway or over. If tradition holds, some from the Berkshire-Hathaway manufacturing, finance and other elements will be there. Manufactured housing communities will be strongly represented at Congress, as the National Communities Council (NCC) will be meeting there as well. Other suppliers, insurers, retailers, lenders and vendors as well as association executives from coast to coast will be there too. I plan to be there, and may well share a thought or two or any industry news of note after the event in an upcoming blog post. ##

Alert! NOTICE! If YOU and YOUR associates have not yet contacted your U.S. Congressional Representative and Senators in support of HR 3849, please go to this link.

If you have customers who own manufactured homes, do them and yourself a favor: provide them with this link, so that they can contact their Congressional representatives too. ##

I was looking at a list of some of our readers on MHProNews.com's twice weekly emailed 'newsletter' update. The thousands of names reads like a Who's Who for the fabled and powerful in our Industry, for association leaders and also includes throngs of the mom and pop operations, managers and rank and file from every corner of our Industry.

That made me think, why don't we as a significant sector of the new housing industry have an actual 'who is who' for Manufactured Housing and modular home professionals?

What also sparked the thought was LinkedIn. From time to time, I will take a look to see the LinkedIn tab, 'who is looking at your profile.' Fascinating, when one has a few moments. I've plugged LinkedIn as a resource many times before, and people are connecting with me on a regular basis (please do reach out if you are a user, send your invite to connect to tony@mhmsm.com). While I like and use LinkedIn, the total numbers in groups and participation by our Industry's professionals remains relatively small.

In this electronic era, we as an industry are way behind, folks!

Information and Ideas access often translates into New Business!

Sure, some want to remain anonymous or semi-hidden, while others may be known but are shielded behind layers of gate keepers. But doesn't enhanced, positive visibility for most businesses and professionals mean more success?

I had an MHI member tell me last year a rather shocking statement. He said, the further west you go, the less people know what the Manufactured Housing Institute (MHI) is or what it does. Taking that at face value, as an MHI member, I'd say, Ouch. The same professional then observed that names that would be rather well known, say in the manufactured home communities world in the Chicago market area, would be less known the further west and south you go. We have not researched the topic, and who else has…

…or would?

Ladies and gents, the opportunities that lay all around us is manufactured and modular housing are nothing short of stunning. The quality, value and economics of factory built homes ought to make us the darling of the mainstream media, but we know that the opposite is sadly often true.

But we have to rally and inspire a significant part of our own Industry forces first.

If we were wise and pulled together better, we – manufactured housing – could swing many close elections. Think about that concept. One reason we have launched a new initiative to help our Industry connect with more mobile home (defined here as pre-HUD Code factory built homes) and manufactured homes owners is precisely to begin the process of connecting our industry to the potential power of 19 million Americans living in our homes in virtually every state.

Do pass that website linked above on to your peers, but also to your customers and residents. Over time, that effort will pay off.

Factory built homes can become first choice housing, not an also ran.

We can become respected, but first we must better connect our forward looking Industry's members with each other and to our existing customer base. The 'park' or 'dealer' down the road is NOT your competitor or 'enemy,' they are – or ought to be – a potential ally in the effort to improve our Industry's image, acceptance and thus our growth and profitability!

We have the makings of a potential 'Who's Who' in manufactured housing.

We had 114,377 visits in March 2012. Imagine pros like you coming to this website 114,377 times! Nothing like it has never happened before in the Business to Business (B2B) side of our Industry. Page Views = 709,415. Hits = 1,829,728. While there are websites in our Industry that get more traffic, they typically have a business to consumer (B2C) focus. B2B, nothing comes close.

This isn't bragging,the point is that we have this resource that can help associations, your peers, your team mates and thus you advance your professional cause.

If you are an owner or manager, are you sharing the stories and the with your team?

Are you encouraging your team to learn and grow in our Industry, by reading news, tips and views they can use?

Back in the glory days of the Manufactured Home Merchandiser Magazine, I encouraged my team members to subscribe and read. The Merchandiser is history, but you have a new resource – right here – with more information and news than ever before.

• Imagine what we could accomplish when say half of the 250,000 in our Industry cared enough to read daily about what their industry is doing, and what thinkers in our Industry have to say!

• Imagine what we could do as an industry when we could have 19,000,000 Americans living in mobile or manufactured housing voting for the Industry on key issues!

• Imagine holding your head higher, no longer having to make excuses or carefully explain what you do and why.

• Imagine the increase in your bank accounts…

Please, spread the word. Spread our influence with www.MHLivingNews.com for our new outreach to residents and MH owners, and for www.MHProNews.com for business to business Industry professionals. Who's Who?

You, that's who!

“We've only just begun to fight!” (FDR, October 31, 1936. Madison Square Garden, New York, radio address) # #

post by

L. A. 'Tony' Kovach, MHM

www.MHProNews.com
www.MHMarketingSalesManagement.com or www.MHMSM.com
Innovation – Information – Inspiration for Industry Professionals

Office – 815-270-0500

latonyk@gmail.com or tony@mhmsm.com
http://www.linkedin.com/in/latonykovach

Let's start with a quick numbers look at the Tunica Manufactured Housing Show. Tunica was well attended, and most of those I spoke with during or since the show were pleased with their attendance. Dennis Hill and his team at Show Ways Unlimited do a great job year after year. This has been the manufactured housing industry's best attended event for some years now and all those who make it happen deserve a pat on the back for that accomplishment.

The latest report on Tunica, “By the Numbers:”

In reviewing the attendees more closely from communities, that is an area that could certainly grow. A suggestion that came to my attention more than once was from some exhibitors and attendees alike was the need for more seminars along the lines of what we had for the Louisville Manufactured Home Show this year.

Part One of our Photo Report from Tunica is online, Part Two with a look at the homes and more will come in the days ahead.

FYI, Richard “Dick” Jennison, the new president for the Manufactured Housing Institute (MHI) was in attendance.

The Manufactured Housing Association for Regulatory Reform (MHARR) had their members meeting during the Tunica Show, so Danny Ghorbani and the MHARR owners were in attendance too.

Not “Exes,” Texas!

Grab your straw, Stetson or 'ten gallon hat' and get ready to rock in Houston! The Texas Manufactured Housing Association (TMHA) is forming their plans for their 2012 event, which is scheduled for August 19-21 at the Four Seasons in downtown Houston.

I've been invited to present the 'Attracting more Customers with Cash or Good Credit seminar during the Texas meeting. A number of other topics and presentations are being developed, what I heard that was in the works sounds good! I will update you on that line up as it firms up and comes in. My read on this is that their event should have 2 days of presentations and workshops with strong appeal to manufactured home retailers, communities and other industry professionals. No doubt they will enjoy the normally healthy attendance that the TMHA achieves with all of their events.

I'll keep you posted on the Texas event above as it develops. Of course thanks for stopping in and reading the Daily Business News, our hot new Feature Articles for April, and all of the other Industry news, tips and views you can use. We provide, you decide. ##

post by

L. A. 'Tony' Kovach, MHM

www.MHProNews.com
www.MHMarketingSalesManagement.com or www.MHMSM.com
Innovation – Information – Inspiration for Industry Professionals

Office – 815-270-0500

latonyk@gmail.com or tony@mhmsm.com
http://www.linkedin.com/in/latonykovach

As I write this, after returning home via Amtrack's "City of New Orleans", the 2012 Tunica Manufactured Housing Show is now history. 1178 attendees, 331 suppliers and 460 manufacturers came; including owners, executives, managers and staff attended, as of 9:54 AM on Friday March 30, 2012. Manufactured housing state executives, retailers, community operators, installers, transporters, lenders, insurance and other professionals came.

Get a snap shot of what brought them into Harrah's Convention Center in the pages that follow. The homes were displayed outdoors with over 80 homes from some 23 builders, and you will see them all soon in part two of this exciting double-feature.

The new April 2012 Feature Articles are ready, and here is this month's line up for professionals!