As full disclosure, I've not (yet) read the book that the World Over Live discussion I am about to share introduced me to recently. But the interview plus the Washington Times book review of the new volume by Arthur Brooks, Road to Freedom, How to Win the Fight for Free Enterprise, certainly piqued my interest.

Brooks said in his World Over Live interview that free market supporters – including political figures – have to make the moral case for free enterprise, not just the financial case. He pointed to the fact that 70% of the world's poor has been lifted from poverty in a generation – not by government transfer programs – but through increased business generated through free markets.

Brooks has a background in social science and economics. As president of the American Enterprise Institute think tank, Brooks taps into experience and study in saying that it isn't enough to make the financial argument for free enterprise, one must make the moral one to fire up people's imaginations.

Redistribution, argues Brooks, may seem fair but is actually the opposite:

“A fair system in an opportunity society rewards merit … an unfair system
redistributes resources simply to derive greater income equality.”

Brooks sees merit in the social safety net, but doesn't think the net should ensnare the middle class, so as to keep them from economic progress. Brooks points to the American Declaration's "pursuit of happiness" as suggesting a moral motivation, not just a political or economic one.

Making the Case for Manufactured Housing

Brooks suggested that politicians in the Republican party must make the moral case for free enterprise. This created a mental segue for me to a discussion last week with an industry business owner and successful leader who thinks our Industry has failed to make the case for manufactured housing with public policy makers and Americans in general.

For those of you who email or call me, as usual, I invited the gent to pen an Industry Voices guest column on the topic he presented. Because we have a policy of being discussions or emails being “off the record” unless we mutually agree to be on the record, I will only lightly tap the passionate and persuasive picture this successful caller made to me.

Manufactured housing, he argued, is so beyond the experience of most people, that it is not easy to grasp all of its positive implications. He said, we need to climb on our desks and the roof tops and shout out that manufactured housing is a phenomena, and that we need more than a casual look to be understood!

This reminded me of another successful community owner who has made similar arguments in discussions on the unique value to the public and policy makers alike, if, If, IF we do a good job of communicating the facts to them.

While this may cut against the grain of those who think we want to see manufactured homes treated the same as other forms of housing, what these gents see is that we are not similar, we are different and BETTER.

Another Segue…to finance.

Chase's Jaime Dimon, was in the news this week on a topic that may have set the reform of Dodd-Frank back, even though the incident and its impact relative to the 2008 financial crisis are not apples and oranges.

The industry gent I referenced above told me about a meeting he was in with Dimon. So for more than one reason when Dimon was on Meet the Press this weekend, I tuned in. Dimon told NBC's David Gregory in part that he is now “barely a Democrat.” He feels there has been an over-reach on Dodd-Frank, while saying that perhaps 70% of Dodd-Frank is OK, but that changes in the law are needed for the market to work properly.

Dimon and Chase's 2 billion (plus?) blunder was a topic on the radio this weekend too. Larry Kudlow

from CNBC pointed out that the 2 billion loss – as bad as that is – was less than half of the current quarter's projected profits. Kudlow also pointed out that the market punished Chase by its stock taking a sizable hit – larger than what the loss was. Kudlow's points included the fact that the markets work, when they are allowed to do so.

Then, Politics!

Kudlow routinely mixes politics with economic discussion. Clinton compromised with Republicans, Reagan worked with Democrats. Both enjoyed robust, rebounding economic times.

By contrast, a caller pointed out that President Obama side tracked his own Simpson-Bowles commission. One comment was, “I'm still struck by a comment the president made pre-2010 mid-term election about how Republicans had to ride in the "back of the bus," a startlingly partisan comment for someone who is clearly the beneficiary of the Civil Rights movement.”

Jaime Dimon's comment is one that some other MH pros and owners who were or had Democratic leanings shared with me in the last two years. Whether or not there is a sea change in the fall, we should hope that the word 'compromise' is not forgotten and buried in DC.

And back to Free Enterprise..

Arthur Brooks, Larry Kudlow and others have been pointing to the meltdown in Greece, Spain and other parts of Europe as a warning sign to America. For those who compartmentalize their lives, and never think about how X impacts our work in manufactured housing, we are obviously a part of a nation's political and economic landscape.

I would suggest that many factors are starting to line up that could – if we are wise – benefit factory built housing tremendously. Lower incomes, constrained or pressured local, state and federal budgets are among many factors that could point to the inherent value of manufactured housing.

As the one caller told me, we need to 'shout the glories' – meaning, effectively communicate – about manufactured housing from the roof tops. We need to get and stay involved politically and work to improve our climate. One way that can keep us from getting “horse throat” to shout manufactured housing's glories is to use the internet to communicate for us. Check out this article on using Pinterest linked here.

Thanks for stopping by so we could dive into the case for free enterprise and manufactured housing. I hope surf into MHProNews.com and this blog this weekend for what promises to be an important topic, one that can boost your business. ##

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
http://pinterest.com/latonyk/manufactured-home-lifestyle

I was speaking with a very successful manufactured home community owner and MH Retailer. We spent about an hour discussing a plan to advance home sales and profits. Near the end of the conversation, the owner said, “Tony, this means a change in the way that we do business.” I agreed, but asked, do you see how this would increase sales and profits? Without hesitation came the answer, “Absolutely.”

On to the next step.

The way the Louisville Manufactured Home Show has always been promoted changed two years ago. By keeping what they had done in the past, but feathering in some new concepts and internet marketing efforts, the show is not only back, but growing in attendance and in the number of exhibitors. Changing the way business was always done was necessary, and hats off to those at MMHF and Show Ways who had the wisdom and courage to try something new. It has paid off for all involved with the Louisville Show.

Change can be forced upon us – as in the case of government regulations forcing changes – or change can simply be embraced when an opportunity to do things in new and better ways presents itself. It is a simple decision to accept, reject or consider change. The battle (if there is one) starts in the mind, and the attitude towards change.

We could boil down the following realities about change.

• Change always has and always will happen. How it comes may vary, but change is a constant.
• How we deal with change can determine if we are surviving, thriving or sinking.

We have an amazing product in manufactured homes! I know, I know, some people love MODs, others love pre-fab (panelized, etc.) homes. I see the need and use for all of factory home building. But manufactured housing outsells modulars for a reason. The reasons that panelized homes outsell manufactured homes has more to do with the perception and regulatory issues than the home products themselves.

Factors such as a

• down economy,
• lower earnings,
• growing population,
• less skilled labor to do conventional home construction

and more are reasons why manufactured homes COULD be the next big wave in housing. This is not to marginalize other forms of factory building, certainly they can and should benefit from the above factors too.

What are the elements keeping us from advancing farther and faster?

• Perception issues from the public, the media and public officials (each tends to feed the others);
• Regulatory issues, such as zoning, and issues revolving around financing (SAFE, Dodd-Frank, etc.);
• Communications issues – too many never consider us, and they are often the 'better credit customers.'

These and other factors slow individual businesses in our Industry. Industries are made up of companies, so when companies within an industry get slowed – or advanced – then the same happens in that Industry.

What are the Solutions?

• A clearer vision on the part of business owners, executives and industry leaders as to what is possible, and a willingness to embrace positive change.
• A willingness to invest in positive changes, which includes training of employees, managers and owners.
• Get and keep manufactured home owners, businesses and associations in a more positive working alignment.

What would happen if we were swamped with dozens of more customers every day at many locations?

As nice as this 'what if' may sound, I'd say that many or most locations would not be prepared today. I'm positive minded, but also realistic, so let me explain.

A story was told to me by more than one savvy state executive director. The tale – a true one – goes like this. Art Linkletter was hired to do an image and marketing campaign for the retailers of a given state. The program turned out large numbers of customers, thousands whom never came to see manufactured homes before! Some of these customers drove up in their Lincolns or Cadillacs. They walked up to a 'double wide,' they walked up a rickety set of worn out wooden steps. They entered a home that the marriage line was not trimmed out. The carpeting was pulled back at the marriage line; it was not seamed. Since 90% of the public can't visualize what the home would look like finished, these 'ideal' prospects were lost. They prospect who could buy what they wanted to buy left as fast as they could. Many never returned to a manufactured home retail center again.

What that tale should teach us is the following. We could talk about a three step process:

1) Prepare the Select Professionals.

• We need to prepare a core group of businesses for the potential new wave of manufactured home prospects and clientele.
• Locations need to have curb appeal and homes need to be ready to show.
• That new wave needs to be met by professionals who have appropriate training. The sales pros need to know how to successfully engage good customers.
• All this and more is a matter of preparation, training and motivation.

2) True Alignment with our Customer Base.

We also need to reach out and engage the current manufactured home owner. We need to be aligned with their interests. In the RV business world, successful retailers know that you don't over promise, you don't under deliver, that you want a satisfied customer. They know that the happy customer will tell others, and they also know that the unhappy ones tell even more people. It pays to be honest, it pays to set the right expectations, it pays to get and keep our home buyers happy.

While surveys show that perhaps 76% of manufactured home owners are happy and satisfied, etc. that means that 24% could be happier and more satisfied. We need satisfaction in the 90 percent plus levels to be successful. There are some people you can never satisfy, but most can be. We need to make that the new reality.

So we have work to do.

For these and other reasons, we've launched an online publication focused on the MH Home Owner, called MHLivingNews.com. Please check it out and pass the word, especially to your MH owners and residents. The site will remind owners why they have a good value proposition. Over time, using this home owner focused website will pay off for all involved.

3) By getting more Professionals and Home Owners on the same page, we can prepare the way for that brighter future for manufactured housing.

The way to achieve that next step is with a proper image, marketing and sales campaign. These three steps can take place sequentially but also they could be done concurrently. This doesn't require generations, it requires the will and the effort.

Individual businesses could do this 3 step process internally I short order. I know first hand, because I've worked on projects that prove it. But if you think about it, you know yourself that this is true and works because you can see how companies like Car Max have changed for their business the negative perceptions that went into the automotive car buying experience. Car Max has been amazingly successful, but doing internally what they need to do to to align their interests with those of their customers.

So you don't have to have every business, every state, or every professional to buy into a new business model. You can start with one at a time.

Positive Industry Change will come. Will you be leading, following, retreating or someone that was on the center line as the traffic went speeding by each way? ##

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

+++

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

The nomination process on the Republican side seems all but resolved with Rick Santorum and Newt Gingrich out of the race and both formally backing Mitt Romney. There has long been speculation that Ron Paul will get to speak at the Republican Convention, and will support Romney too, with Paul's presumed goals being to keep awareness of his issues front and center and to set the stage for the future of his son in party politics. President Obama's a lock on the Democratic side. So is there nothing more to talk about before November? Hardly, as last night's results and some recent comments by campaign operatives making fascinating statements.

For those who think the Tea Party has fallen asleep, last night should erase that thought. Scott Walker did well in WI. U.S. Senate moderate Republican Richard Lugar lost in his re-election primary bid to Indiana's State Treasurer, Richard Mourdock. North Carolina, where the Democrats will hold their convention this year, just became the 32^nd state out of 32 voting in favor of traditional marriage.

On the Democratic side, James Carville launched what must be considered a wake up call for his fellow party activists. Carville issued a warning against complacency by the president or others running for office in the House and Senate. Carville – a professional campaign strategist best known for his service to former President Bill Clinton's campaigns – points to the anti-incumbency trend in Europe and the U.S., as well as less than stellar polling by President Obama against what Carville calls “a weak Republican candidate” in Mitt Romney.

As if to echo Carville's point, was another interesting development in yesterday's voting. A federal inmate, Keith Judd, drew 41% of the votes in West Virginia to President's Obama's 59% in yesterday's Democratic primary voting there. West Virginians – including some high level officials – are not happy with the 'anti-coal' policies by the Obama Administration in a state where its production is critical for their economy.

Some may not see the relevance of the fall elections to our Industry and its state, and those may wonder why I'd even raise the topic and provide the snapshot of the ever stirring political tea leaves. First, it makes for a nice change of pace and I'm a bit of a political junkie. But far more important, I guarantee you that if Warren Buffett is engaged on the subject of this year's elections (and he is), others in our Industry should be too.

Neither side has a lock on the elections come November. That means voices can be heard that may not normally get the time of day. IMHO, that fluidity means potential opportunity for a key manufactured housing issue.

Given the fluid political climate, we could in theory give MH Activists more of an impact on issues such as HR 3849 - the Preserving Access to Manufactured Housing bill – especially if we mobilize the MH Business Community to get engaged and also educate and rally the support of manufactured home owners to do the same.

Contact your home owning customers and ask them to support HR 3849 by giving them this link to this new site that is focused on MH Homeowners, MHLivingNews. The MHLivingNews initiative will be one of the new tools we will use to help engage the potentially 19-20 million manufactured home owners to better enjoy their lifestyle and to get them involved in ways that can protect their interests and those of our Industry.

Working together, we can all benefit. Political engagement is a key step. Tuesday's primary results and its aftermath reminded us, this is not going to be a boring election year. There will be plenty of tea leaves to read. ##

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

+++

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

I had a call followed by a series of messages. It was from a man ready to invest his money in MH paper. But Dodd-Frank and it's impact is, of course, a stumbling block to navigate.

The fact that Stephen Wheeler and his associates have traction on syndicating manufactured home loans is another positive lending issue at play.

Other recent conversations have touched on the trend of renting manufactured homes in land lease communities. It isn't that MHC owners and professionals want to rent. Most manufactured home community owners would far prefer 'realistic' third party lending. Some that were carrying their own paper now feel that they have no choice but to rent if they are to fill vacant sites, given the complexities and practical costs of the SAFE Act and Dodd-Frank. That trend towards renting home in communities vs. homes being almost exclusively owner occupied is changing the dynamic and the long term premise of what made this an attractive asset class. That is a separate topic, but the common nexus is again, Dodd-Frank and SAFE as a background issue.

Local banks and regional lenders I have heard from say that the new federal regulations were supposedly designed to stop 'too big to fail' banking giants from causing a future economic melt down like the one in 2008. But I'm told that that the reality is that the playing field has tilted dramatically towards those giant lenders and away from the local or regional banks. The cost of federal compliance can be spread across a network of banks for the biggest boys, but the 'little guys' have to bear the legal and regulatory compliance alone.

Jason Boehlert at the Manufactured Housing Institute (MHI) briefed MHEC a little over a month ago in a conference call. The Manufactured Housing Executives Council (MHEC) is composed of the various associations execs from coast to coast. The conversation included some 'best practices' suggestions by seasoned state execs on how to line up support for HR 3849. Talking points and hand outs were provided to the execs by Boehlert that MHI has prepared to promote this legislative fix.

See the hot link above for more.

As reported in factory-built housing's Daily Business News, we have two states which have 100% of their delegation on board. We have bi-partisan support for HR 3849. This is strong evidence that this can be done.

This can happen, but only if enough pros like you, your peers and co-workers pick up the phone and call your congressman's office.

We have capital waiting on the side lines for manufactured housing finance. We have put together a single document that outlines why your congressman should get on board.

It took one personal meeting with my Congressman's housing/finance person and a few emails to get my representative on board. If you can't spend the time in a local office, please call and talk to your congress person's housing/finance staff member. Get their email address. Then email them the documents that either MHI, your state or that we have prepared on HR 3849.

It is axiomatic that the fear of loss can be stronger than the desire for gain. Don't look back a year from now and say, coulda, woulda, shoulda made that congressional advocacy effort. Don't expect your state association or MHI to do this alone. If they had the lobbying dollars to do it alone, believe me, we have other things to write about and do.

You can count on YOU for this. Then once you've acted, get your peers, and others you know to do the same. When enough of YOU do your part, guess what, like those two states that have 100% participation among their congressional delegation, it will happen.

Housing will boom again and our industry is rising already in new shipments for a variety of reasons. Let's make sure the oxygen for manufactured housing – finance – is made workable. Dodd-Frank needs amending, Barney Frank's own staff have said as much. Pick up the phone, do the meeting in person by phone. Email or send them the information that will get HR 3849 to become a reality. 2 states and dozens of congressional representatives prove this can be done, but only when you and others do our unique parts. ##

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

+++

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

1/3 of 2012 is already in the history books. Manufactured home shipments have continued on an upward trend. The political and business climate continues to stay in flux, but this is a presidential election year. All of the U.S. House and 1/3 of the Senate will stand for election. There is plenty to talk – and read – about.

It is also time to launch our new May issue's Featured Articles here on MHProNews.com. Knowledge is power – but only for those who seek – and use it. Let's get started with this month's Featured Article rundown.

Featured Articles and Reports for Vol. 3, No. 8, 2012

Alphabetically by Category

COMMUNITY MANAGEMENT & FAIR HOUSING (LEGAL)

• “What’s in a Name?”

by Nadeen Green, JD

The fact that you are reading MHProNews.com to gain insight into the manufactured housing industry shows that you are engaged and embracing the world of online information and communication. That likely means that at the least you correspond with emails, and that it is also quite possible that you interact with prospects, applicants and residents at your communities through your own online website, a third party ILS, or even social media.

Read more…

• Creating a Budget

by Chrissy Jackson

Simply put, a budget is a tool. When effectively used, this tool can enable you to have a manufactured home land lease community that is financially sound. A community owner or manager will be able to predict the financial performance of the community for the next 12-month period. A budget will allow you to plan for large, capital expenses and other high dollar improvements.

Read more…

FINANCING

• Promissory Notes How to take, buy or create a Note, then sell it for cash

• Terms of Engagement

by Andrew Peters

It’s easy for professionals in the housing industry to forget just how extensive the language of mortgage lending can be. We’re often quickly reminded, however, when we try to explain a complex concept to our clients, the home buyers. But when it comes down to it, the home buyer or consumer is the singular reason for our existence. It’s important that they know or understand some of the basic facets of the process, and that starts with the vocabulary.

Read more…

GENERAL MANUFACTURED HOUSING INDUSTRY TOPICS

• “Mobile Homes” and Tornadoes

by Margaret Clark

(Editor's Intro: The following is a letter written by manufactured home community owner Margaret Clark to KWWL-TV reporter, Kera Mashek. Ms. Clark was writing in response to a televised report on 'mobile home' safety in tornadoes. We wanted to bring this to the attention of associations, retailers, communities and all those involved in the manufactured home industry.)

Read more…

by Kurt D. Kelley, J.D.

For the last six months, I’ve served on The Woodlands, Texas Chamber of Commerce Health Care Program Committee. These efforts culminated on April 27^th with a conference that featured health care providers, hospital CEO’s, health insurance professionals, and a Congressman. As business owners and managers in the manufactured housing industry, these issues affect us more than those who don't run a business.

Read more…

• Manufactured Home Shows – Touring a Model Home at Tunica 2012

by L. A. 'Tony' Kovach

Manufactured home trade shows are a wonderful way to bring products and professionals together in one place. The home shown in this photo gallery carousel below was selected at random from over 70 models on display at the 2012 Tunica Manufactured Home Show.

Read more…

• Manufactured Housing Institute and National Communities Council 2012 Congress and Expo Photo Report

by L. A. 'Tony' Kovach

If a picture is worth a thousand words, then there are tens of thousands of words captured in the photos that follow. The Manufactured Housing Institute (MHI) and the National Communities Council (NCC) held their 2012 Congress and Expo April 10-12 at Caesar's Palace in Las Vegas, NV.

Read more…

• The Industry's Need to Profitably Communicate

• National Industry Awards Presented at 2012 National Congress & Expo

• Frames

by George Porter

A Manufactured Home is a more complicated piece of engineering than most other homes. Our building code makes us have a multi-purpose chassis. Strangely, we don’t move all that much after the first installation, but HUD said many years ago that we must have a frame (transportation system) and I guess that is how the game will be played.

Read more…

MANAGEMENT

• Do you know the single factor that determines; employee productivity, profits and sustained success?

• Is there Anything New under the Sun? Getting Bottom line Results for Manufactured Housing.

by L. A. 'Tony' Kovach

If you are holding a smartphone, an iPad or are looking at a laptop, etc. you already know the answer to this article's headline's question. But to potentially benefit from the second line, you first have to see the deeper meaning of the title question.

Read more…

MARKETING

• Your Attention Please

by Jeff Templeton

A recent study found that the average American sees approximately 1600 advertisements a day. In a single day! Those ads are seen online, in newspapers, magazines, billboards, TV, radio, on the sides of buses, and many other places. How many of those 1600 are memorable? How many grabbed your attention? How many were you even aware that you saw? In this world of constant motion and action, your ad needs to stand out.

Read more…

• Everything Old is New Again

by Katy Weldon

Something amazing is happening to older mobile and manufactured homes in certain areas of California. They are in demand!

Mobile and manufactured homes built in the 1970’s and 1980’s are once again a sought after commodity. This is a trend brought on by two separate, yet linked factors. Namely, the Boomer generation and the economic downturn.

Read more…

PERSONAL REFLECTIONS, MOTIVATION and INSPIRATION

• Fear, worry, and stress – are you a victim?

by Tim Connor, CSP

If you are not aware of the simple fact that fear is the major contributor to stress, illness, failure, worry and a whole host of other negative circumstances and outcomes, well, you must be living in the wilderness. In the manufactured housing business world, there are certainly some (many?) who are impacted by fear often

Read more…

• Zig On Doing Things Poorly

SALES

• Patience – The secret tool for sales success

by Tim Connor

I just finished reading for the fourth time – one of my favorite books,The Power of Patience by M. J. Ryan. As I was reading, it struck me anew how important this trait is in selling. Why patience, you might ask? Selling is about action, taking charge, pushing, prodding and not taking no or maybe for an answer.

Read more…

• Sales Tips 101 – Objection Handling; Isolating the Objection

Of course, you will want to spend some time on the Daily Business News too. How often? Why, daily of course. Regular readers tell me that they pick up useful ideas for their operation by reading the Daily Business News AND it is the only place online in factory-built housing that you can new, relevant business-daily content.

Besides the plugs, you will pick up tips and ideas on sales and marketing weekly at the Cutting Edge blog. Are you an executive that needs to do a report for upper management? You will find some fascinating stats by scrolling through these articles, some are sure to spark your thinking. Words of Wisdom remains one of our most popular features.

There is no 'finally' with MHProNews.com, because there is so much to see, read and do! But you can also pick up or share some inspiration on the Inspirations blog.

Please check out our growing numbers of sponsors, who make all this possible for you.

Someone asked me, Tony, why do you call your blog the Masthead? Two quick reasons: The masthead was the traditional name for the who is who listing for a print publisher. And on old (and still some new), larger sailing vessels, the masthead was the perch atop the main mast. That location gave someone with eagle eyes or a telescope a vantage point to see what was coming.

Please check back this weekend for the next Masthead blog post. Your thoughtful feedback and comments and suggestions are welcome. # #

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

+++

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

The human body needs oxygen. Cut oxygen off, and the body suffers, then dies.

Imagine for a few moments how you would respond if the local city or county were to come to your businesses location. An official has a legal notice in hand and serves it to you. They are shutting your location down, due to a change in the law. If that happened, you would likely react vigorously! You might organize your:

• Suppliers
• Employees and contractors
• Customers
• Family, friends and associates

asking each to stand and support you in having the shut down notice lifted. You would argue your case to the powers that be. You might call your association, or hire an attorney for support. You may try to make the case to some of your business associates and customers as to why this is in their best interests that your manufactured home business location not be shut down.

Our manufactured home shipments are thankfully rising nationally, so why am I talking about a shut down? To dramatize a point, that the time to organize and act on a time sensitive issue is now! Because the threat to your enterprise may be almost as harmful as the example above. Here's why.

The 'oxygen' supply for many businesses is financing. Cut it off, and it many may as well pad lock the business. But what if you just cut financing off by 1/3, 1/2 or a little more? Wouldn't it be a slow, oxygen deprived death for many businesses if it happened that way?

I know, I know how weary people are about even hearing the names of Dodd-Frank and the SAFE Act. But we finally have a piece of legislation in HR 3849 that could make a difference in making Dodd-Frank and SAFE livable for the industry lenders – especially chattel lenders – who make the loans! HR 3849 will also make it easier for manufactured home retailers and communities too.

If you are a manufactured home retailer or community operator you can't afford NOT to engage your U.S. Congressman and Senators on this vital issue!

And like the shut down notice example above, you should line up the support of those who you know that can help you in this effort.

Contact your business peers who are not politically engaged, and let them know how important this issue is for them. Talk to your employees, and show them how easy it is to call or email their U.S. Congressman and Senators (find yours at the link to the left).

Get your family, friends customers and associates to sound off too!

Let me close on the note of manufactured home retail or MH Community "customers."

Imagine for a moment that you sold someone a home in the last year or two. You know that Dodd-Frank and SAFE – if un-amended – will harm their homes value, or even their ability to access financing. If you were the customer, wouldn't you want to know so you could act by calling and/or writing your Congressman and Senators? Of course! And isn't it possible that some would be miffed if they were not told?

Use this following link to a separate webpage on a manufactured home owner oriented website to advise your residents and customers that they need to act. Take five, and get familiar with that MH home owners webpage, and then share it with your customers. A simple email with a link to 'check this out, because it is important to you' might be just the ticket to getting numbers of home owners engaged on this subject.

Don't look back and say, coulda, woulda, shoulda.

Under the Alerts and Resources link on our MHProNews.com home page, here is your contact list for Congress and the Senate and other elected officials. For your own sake, please pick up the phone, or send an email with this link on HR 3849. Do it today, now if you can. By getting HR 3849 passed, the business or job that you save may be your own. Financing is the Industry's oxygen supply. Please, work to protect it.

As a footnote, Mississippi and Oklahoma have their entire congressional delegations on board! If they can do it, you can too.Kudos to those who made that happen, and to all who have their Congressman as a co-sponsor to HR 3849. You get yours done. I have mine done. Together, we can do this. ##

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

+++

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

The Manufactured Housing Institute's (MHI) new president and CEO, Richard A. "Dick" Jennison, is now more than half way through the customary 100 day honeymoon period given to incoming executives.

How is he doing? Let's look.

Jennison made his first public appearances in Washington DC during MHI's Legislative session. Unable to make the Great Southwest Home Show in Tulsa so soon after coming on board, he did travel to the Tunica Manufactured Housing Show, where he toured homes and had numerous private encounters with Industry professionals.

Jennison attended MHI's Congress and Expo in Vegas. He participated in some of the introductions, and in the awards ceremony. He was busy going in and out of the concurrent sessions, to catch a sense of what was going on.

Sources tell MHProNews that Jennison has had three quiet meetings with leaders from the Manufactured Housing Association for Regulatory Reform (MHARR). These meeting/conversations with MHARR were of varying lengths. The early reports are warm ones.

Jennison has been described as an attentive, intelligent, affable gent who is a good listener. Listening doesn't mean he is not speaking out, he did publicly respond – for example – with the USA Today in a letter to them about a tornado story they did.

Other feedback and insights that have come in would lead one to say that 60 days into his new role, he is drawing words of quiet praise.

Once Dick starts to take more public positions on ticklish Industry topics, that is when the revelations and insights into MHI's new CEO will become more clear. But until then, the early signs are good ones. He certainly needs and deserves our encouragement and support. ##

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

+++

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

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

+++

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

+++

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