The Masthead

Another New Record! 30,300 readers here in July 2010 know what’s right! That’s 3700+…

…more readers than July.

We have THE MOST:

• top-featured writers,
• industry news including exclusive PODCASTS of NEWS AT NOON–fast, insightful business and market reports you can benefit from every biz day. Sign up now free and enjoy.
• Plus exclusive INdustry in Focus Reports.

More great features…read all about it below.

All across the country schools and businesses are closed for vacation, while state legislatures are adjourning and federal government offices are taking a recess – BUT here in the Manufactured Housing Industry, we completed one Call to Action…

• By August 5: LET’S GO GREEN! YOUR assistance was needed to support MHI’s call to ensure that the Senate Energy and Natural Resources Committee favorably reports the Energy Efficient Manufactured Housing Act (S. 1320) sponsored by Sen. Jon Tester (D-MT).

…and THERE ARE STILL TWO TO GO:

• By August 23: LET’S EXPAND EXISTING MARKETS AND OPEN NEW ONES! YOUR assistance is needed to support the On-Site Completion of Construction of Manufactured Homes published by HUD on June 23, 2010, with key clarifications and modification proposed by MHARR.
• By September 30: LET’S UTILIZE SOME AVAILABLE MONEY for Retailers! YOUR assistance is needed to contact members of Congress and ask them to support the Dealer Floor Plan Program Extension and Improvement Act of 2010. This can benefit retailers, communities and manufacturing.

THE MORE WHO RESPOND, THE GREATER OUR IMPACT WILL BE!

---

The Revolution Spreads! Here’s the action one company is taking. Because the Home Idea Factory and Lifestylist® Suzanne Felber (www.LifeStylist.com) are committed to the growth and success of our industry, they took action to send out this message to their readers:

“I got the best gift in the mail the other day – a copy of The Manufactured Housing Revolution – a new book that was edited by L.A. ‘Tony’ Kovach. It was really exciting to see the article I wrote, “I Only Decorate Houses I Want To Sell,” was included in the book and we had a quote on the back cover! Tony really has been helping spread the word about why factory built housing is the preferred form of construction on his www.mhmsm.com site, and putting some of the better articles from his site in book form was a great idea. You can get a copy of this at:
http://www.manufacturedhousingrevolution.com.”

You are either going to catch this wave or miss it. Show YOUR commitment! Get copies for yourself and your organization today, and join the Revolution! Spread the word!

Note: this book is also reviewed in George F. Allen’s Feature Article in this issue (see below).

---

Be sure to tune in to Erin Patla’s redesigned Podcasts of the Factory-built Housing News at Noon–including Industry–specific Markets news-and well as Podcasts of our outstanding Featured Articles; Eric Miller’s ground-breaking, exclusive INdustry in Focus Reports, and your favorite industry experts and related pros who return to bring you this month’s new Featured Articles. The accent is on more green – in financing, income and energy-efficient products and practices.

---

Featured Articles
and Reports for August 2010

Once again, we bring you “All the Best:” Top-Talent professionals from A for Adams to Z for Ziglar! Let’s get started with your big August line up…

Joe Adams – Marketing
• A Journey in Successful Marketing: Identifying and Correcting Ten MH Marketing Mistakes. If you think the role of marketing is to make sales – wrong. Think again.

George Allen – MH Housing Book Reviews
• New Manufactured Housing Book Reviews! Are you the first or the last to know about these must-reads?

Chad Carr – Management
• Pillar Four-Getting the Numbers Right. Do you know the ten steps you need to take to make sure you know exactly how much money you have and where it is to sustain profitable operations?

Tim Connor – Management
• Empowering Employees. Will empowering employees improve performance and increase organizational effectiveness or create stress and havoc?

Tim Connor – Sales
• Common Sales Myths. Do you know the five “truths” that actually sabotage your MH sales success?

Nadeen Green – Legal, Fair Housing
• Fair Housing Is Not All Black and White. How can iguanas, “hellos” and food stamps put your MH community at risk?

Mike Hourigan – MH Business Practice
• When you think about it: A novel approach. Are you “flying the plane” of your MH business or crashing it?

Susan Knowles – MH Community Service Provider Resources
• Why Settle? Exploring your MH community’s service provider options. Feel like there is just something missing from your relationship with the cable company?

L.A. ‘Tony’ Kovach – MH Industry Reporting
• Builders of Mods and HUDs-Can They Get Along? Yes or no? Build up the industry or tear it down. Choose your future.

Stephen Lefler – Energy-efficient MH homes and appliances
• Plunge into the “Green” Pool. How can the manufacturing and modular home building industry surpass the conventional home builders during this economic window of opportunity in the house construction business?

Greg McClanahan – Soft Skills and Personal Development
• Everything You Do Matters. How do butterflies affect the future of the Manufactured Housing Industry?

Eric Miller – MH Industry Reporting
• Fleetwood Enterprises Liquidates, Products Live On. Is the MH Industry giant totally gone?

Eric Miller – MH Industry Reporting
• Legacy Housing, LTD Aims at Quality, Affordable Homes Sold by Independent Retailers. “This will make you proud to be an American when you see how everything comes together.”

George Porter – MH Historical Perspective
• Vanishing Americana. Are you aware of the colorful origins of the MH industry and the families that disappeared when the early homes did?

Kenneth Rishel – MH Industry Finance Commentary
• Credit Matrixes can be a Plan for Success or a Plan for Failure. What kind of credit matrix can create sustainability?

Dave Shanklin – MH Industry Financing
• California Expects More Banks to Provide Loans for Manufactured Homes in Communities. Is there evidence of new stability for the MH chattel finance industry?

Bob Stovall – Online Marketing
• Online Marketing 1-2-3, Part 2 – eMail Marketing. Knowing the “do’s and don’t's” of email marketing can make or break your business.

Don Westphal – MH Community Planning
• Going Green? Green is good – financially and ecologically.

Zig Ziglar – Motivation & Inspiration
• Zig on… Problems vs. Opportunities. What can you learn from boxing-great Gene Tunney?

If you want to grow your results, stay informed and get ahead, make us your top stop online every work day, or catch up on weekends like thousands already do!

Just as businesses need to communicate with past, present and potential clients, so too industries need to do the same. Communications has always been, is now and will always be part of the success – or failure – for any endeavor, personal or professional. So it self-evident that a key part of the future for factory built housing is going to be based on Communications.

As just noted, communications are multi-layered. Communications must be internal as well as external. In the context of an industry, quality trade journals are an essential part of that communications process as an ‘in-reach.’ In the Internet revolution, online trade magazines or “Ezines” are a fixed and growing part of the landscape. When virtually all major – and many minor to mid-sized – newspapers have gone online (with or without print), the trend towards online industry ezines is bright indeed.

Which brings us to www.MHMSM.com; the factory-built housing industry, businesses and professionals like your enterprise’s team members and yourself.

Speaking of Communications…

We are going to launch Podcasting here at www.MHMarketingSalesManagment.com in a matter of days. The plan as it stands will be to have podcasts of all feature articles, most blog posts, and Industry news articles too! Imagine, being able to download Industry news or views you can use from your home PC onto your IPod, MP3 player, smart phone or burning it to a CD. Imagine listening to news or vital business tips from pros as you exercise, on the way to your office, store or wherever your travels or needs takes you. Where else can you find such a service among trade publications for manufactured and modular housing?

It will be another exclusive for www.MHMSM.com readers…who can through podcasting become our listeners!

Speaking of listening…

…wait until you hear our voice talent for this Podcast project.

When my wife tells me that Erin Patla’s voice is easy and pleasing to listen to, it is safe for me to say the same. Listen once to an article, blog post or news item with Erin’s upcoming podcasts for www.MHMSM.com and don’t be surprised if you will want to keep coming back for more.  Great content and good delivery are sure to meet with Erin.

Industry Business leaders and advertisers…think about sponsoring our pod-casts, because they are going to be popular. We’ll share a study soon that reported on the amazing results pod-casting has demonstrated in learning and in marketing/advertising, but think for now great top of mind positioning.

With our industry moving into rebound mode, the time for marketing, ads and positioning is now! With buyers starting to come back into the market, the time for personal and staff development is now!

A few more quick items…

George Allen suggested in a recent conversation with Ken Rishel and myself that we do a poll of our writers and state what percentage of them are members of a state or national association. I thought it was a great idea and a terrific point. While the polling isn’t complete, what I can report to you right now is that some 70% of our writers are confirmed factory-built housing Industry association members. Others, such as Zig Ziglar, have a national or even global stature and experience that cross industry lines.

Speaking of writers, Ken Rishel will join our team this month. George Allen has committed to doing an exclusive interview with us this summer, and we are exploring other ways of collaborating in the weeks and months ahead.

April set new records in numbers of readers, numbers of page views and time on the site, thank you!

Our new May issue will go live in a matter of days. So please read, download or re-read those articles you’ve missed. Encourage your friends and associates to take The Silver Bullet challenge. Enjoy what many of our readers tell us is some of the best content and news they’ve seen in our Industry. Or as one Industry pro recently said, “I love your Ezine!”

Thanks for making us the top read and fastest growing Industry trade magazine. We love the factory built housing industry, we love our great team of writers and we love to bringing you – our readers – ‘All the Best!’ ##

They say that “All good things must come to an end.” It is never fun for me to talk about endings. When the Manufactured Home Merchandiser Magazine closed last summer, it was painful. I feel pain too at the news this week that The Grissim Report (TGR) has closed due to insufficient numbers of subscribers. George Allen has stepped into the breach with a very thoughtful offer of ‘finishing up’ the balance of the subscription terms for TGR readers with his own Allen Letter.

We wish John Grissim the best, and truly hope there will be a decision or means for him to continue writing about Manufactured Housing Industry news. Regardless, the bottom line is that we as an industry have lost another publisher, just as we hear periodic word about the closing of a plant or retail center, etc.

Every loss is a wake up call. It is a reminder to focus on what matters most and not let little things drag your time and attention away.

Last weekend in his blog, George Allen reported on our meeting in Springfield last Wednesday with him, Ken Rishel and myself present to discuss ways to collaborate on Industry reporting. I think this is not only a noble effort, but a wise one.

We need more efforts like this in our industry. I’d love to see The Journal, Automated Builder and others join into such an effort. I’ve made such outreaches in the past, perhaps the fall of TGR will give people pause and cause them to think anew of how ‘teaming up’ can be done for the good of all concerned – most especially, the Manufactured Housing Industry.

Here at www.MHMSM.com we feel fortunate – blessed as it where – that our readership continues to grow at a rapid pace. We are happy to see new advertisers coming on board. But this doesn’t seem like an appropriate time to celebrate, when we have lost another publication in our industry; when we’ve lost another ‘one of our own.’ What this does for me is spark anew this thought – the wisdom of teaming up whenever possible – and the crying need for solution orientation in our industry.

I spoke to a gent today who was very excited about the ‘good news’ about the Chicago area redeveloper I blogged about some weeks back. This caller then shared the joys of the first years in their family owned retail business that opened about 7 years ago. That has more recently been followed by a period of painful realities for them as a lack of financing is steadily hurting their business. I shared some resources and ideas.

Wouldn’t it be wonderful if there was a magical solution to all that ails their firm and others too? I‘ve digressed, back to his story…

There was a number of things I liked about this enthusiastic professional’s approach. First, he wasn’t just sitting on his hands. They have a strategy in mind that they are working to keep revenue flowing in. This gent believes in positive thinking and goal orientation. All of these are good things, and these are marks that are needed to turn the corner when times are tough!

What is certain is that a failure to change from what isn’t working to what can or will work is a recipe for business closure. Don Westphal passed along a timely message for Industry Voices this week that I think we all should take a few minutes and follow up on.

If you want a boost for your business, follow Don’s advice, see the blog post linked above!

MHARR and MHI have in their own ways come out with statements on the pressing needs in our industry, and financing tops the list of both associations. Leaders from both national associations assure our readers that they have and will focus on issues such as finance, implementation of MHIA 2000 and work to protect pre-emption.

Every business if unique. Perhaps you have financing readily available, and I know of firms who do. Perhaps your needs are different. If you can get financing for your clients, but need marketing. Then seek out marketers or get tips on how to ‘do it yourself.’ If you have customers but aren’t closing, make the adjustments yourself or with the help of professionals who train or coach in that area, seek to move ahead.

Some of you will find resources for such services such as www.MHMSM.com/Solutions.

But whatever segment of the industry you are in, whatever your challenges, the key is to focus on identifying what is wrong and working to fix it. Easier said than done? Perhaps. But what alternative does a struggling enterprise have?

Let me go back to the top. All good things…if it is good, then work to keep it!

If it isn’t good, if it is dying, then work to prune what needs pruning and save what you can. Just as the publishers of 5 Industry publications have decided to collaborate more in the months ahead, so too other forms of collaboration can be found that can effect the turn-around for those who need that.

Not to be overlooked, there are those who are doing well today. Some are growing. Last week, at the Great Southwest Home Show, I spoke with a man who shared with me the growth his Texas based firm is experiencing. They are looking to expand again. They are profitable. Dare I say it? I’m told his firm is debt free. As I’ve heard this from a number of sources, I have no reason to doubt the veracity of this statement.

Another caller recently shared his plan to OPEN a new retail center! Is his firm in a boom area? Frankly, no. But that pro has is the right stuff in every sense, and has formed a creative plan to tap into the business that is available in his target market. With a long history of success, that quiet giant of a man will no doubt make it happen in his market with his new venture.

In every period of economic turbulence there will historically be ‘winners and losers.’ The winners are not always the biggest, although that often helps. The losers are not always the smallest.

What is common to the winners in difficult times is that they don’t lose their heads, they maintain their composure as they work to solve problems and take advantage of opportunities. The winners feed their minds with helpful insights. The winners don’t bury their heads in the sand. Winners may not call it the Silver Bullet Challenge, but they are precisely the ones who know they need to grow and so they read and look for new insights, new information and the ideas, tools and people to keep them moving ahead.

Let’s cut to the chase. We sell affordable housing! We can offer ‘All good things…’ to good people who need what you have! With affordable housing, there are ways to position yourself for success.

Don’t ignore the bad, you probably can’t anyway. But look at the good things. Look at how you can tackle the real issues and overcome them. See how you can move from where you are to where you want to be.

“Do or do not. There is no try.” – Yoda, a fictional character in the original Star Wars trilogy.

“The fate is largely in our hands, provided that we know clearly what we want and we are determined to get it”.

Enzo A. Ferrari (Driver and Entrepreneur, Founder of the Automaker that bears his name)

“Whether you think you can, or think you can’t, you are right.” – Henry Ford, (Entrepreneur, Founder of the Automaker that bears his name)
##

With so much ground to cover from all of last week’s meetings, I made the decision to do photo highlights tonight for our readers, to be followed by more detailed accounts and viewpoints in the days ahead.

The idea of the Illinois Manufactured Housing Association’s (IMHA) Lobby Day was so intriguing to me…

Between the pull of meeting privately for close to 3 hours with the legendary George Allen and Ken Rishel, coupled with the draw to participate in IMHA’s Lobby Day Springfield, IL proved irresistible.

The Lobby Day concept was both simple and profound. Lobby Day provided the opportunity to watch our elected officials at work.

Lobby Day also provided the opportunity to be briefed by pros such as Randy Witter, the IMHA’s lobbyist.

The necessity for political engagement, the understanding of the legal processes and dynamics at play along with discussion on how to improve our Industry’s political effectiveness were all among the topics covered.

Kudos to all at IMHA for making Lobby Day a positive learning experience.

Enjoy some Before and After meeting photos below.

It is my hope this upcoming weekend to carve out enough time to do justice to Bob Thieman and all who made Lobby Day at the IMHA annual meeting such a fine function. It is also my intent to share some aspects of the Chairman’s Reception at the IMHA last night – or at least those parts of it that event which can be publicly shared…

…for example, I could tell you that I must vow to never, ever again to be without my ‘good camera’ close at hand. There were too many Kodak moments (okay, my current preferred camera of choice is a Sony) where words alone will not do justice, and where my cell phone’s camera won’t produce the quality or clarity that was needed!

For example, it was quite impressive to see a room full of adults be dazzled as George Allen performed feats of legerdemain before our very eyes, to the delight and applause of all concerned. To have all in a room crowded around his table watching and waiting, was insightful as well as just good, clean fun. “Amazingly Allen” came to my mind, but I would then have to name a host of other names…Ken, Donna, Jodi, Chuck, Kevin, Randy, Mike and the list would go on and on so I better wait until I do the full report for you in the near term.

It would be tempting to say that more important than successfully executed magic tricks are discussions that are focused on the future of our Industry. But we do need a bit of “magic,” so mentioning those who successfully perform magic is important.

Those other discussions took place at Lobby Day and at the Chairman’s Reception. But they also took place at the Crown Plaza bar, where Mr. George Allen and the Rishels – Ken and Donna - very graciously shared not only their time, but generously their insights and ideas with me on how the Industry can be moved ahead, and how we could collaborate in that noble endeavor. That discussion had for me a magical quality that went beyond a trick to a truly attainable treat for all.

“Heady” would be one of the one word summary’s that would come to mind as a descriptor for that 2 hour 30 minute discussion with George, Ken and Donna. I will review my notes from the meeting and borrow a paraphrased line from a big city newspaper and say, I will soon share with our readers all the news that is fit to print, which at the same time doesn’t violate a confidence.

During the course of the afternoon and evening, I also acquired signed copies of George’s latest books, and so much more. Part of the “so much more” was the fact that the books were personally autographed, and the inscription certainly meant a lot to me.  The take-aways for me intellectually, professionally and personally were numerous.

One of my new treasures was an update of a book from GFA that I’ve already read many times, because it is packed with insights that are in a word “invaluable.” But GFA’s The Chapbook of Business and Management Wisdom is only invaluable to those willing to read, study and then put them to good use! Allen and company’s new Manufactured Housing Primer is ‘fresh off the press’ – and I plan to share some insights and excerpts from that with you in the weeks ahead.

The industry’s future lies in many places and in literally thousands of hands. Among those hands are great leaders who were gracious in sharing time with me yesterday. Among those hands are yours as well. No matter how insightful one or two quiet or public meetings may be – as these for me where note worthy and significant indeed – it isn’t there alone that ‘big doings’ takes place…

…The key events also take place every day at the front lines of factories, retailers, communities, developers, suppliers, lenders who make the world go round, consultants, associations and others at all levels of the Industry. They take place where you and your associates walk in and ‘punch the clock’ daily.

Reading, listening, learning, growing and implementing.

“Today a reader – tomorrow a leader” as W. Fusselman once said.

Each one of us needs the other. Each one of us brings something unique to the great table that is our Industry! Each one needs to share what we have in the way of skills and experiences, but each of us needs at times to do what I needed to do so much yesterday…listen. Ask questions. Take notes. Say “thank you,” please, extend a hand – a gesture so simple and yet so full of meaning.

One of the famous “Seven Habits of Highly Successful People” is understanding. Understanding requires listening, questions to deepen understanding and then sharing of perspectives to move one towards a future full of promise and hope.

Why am I so confident in the future of our Industry?

The reasons are too many for this one blog post. But what I can say is this, I’m confident because of the types of people I’m referring to above. It is people who make up an Industry. It is people who face challenges head on, and take difficult circumstances and make them into something manageable and later into something that becomes highly beneficial. Turn arounds can begin in the blink of an eye, with that ‘aha!’ moment. But they then need to be put into motion and that my friends is a process.

The process is underway. Together, we can do it. Together let us share and care, let’s dare while others gape and stare.##

An Exclusive Interview with Doug Gorman

1. (Question from www.MHMSM.com by Tony Kovach for Doug Gorman). First, Doug, thanks for taking the time to do this interview. While you are widely known in the industry, please give us a brief background on your many roles and history in this industry, for those who may be new and don’t know you as well as they should yet.

My experience with the industry began in 1971 in the role of a consumer. My wife and I purchased a 12×60 three bedroom front living room which at the time seemed to have plenty of room for us as newlyweds. Shortly after that I went to work for the retailer who sold us our home and have been in the industry continuously since then. My industry work experience has included retail sales, sales center management, multi-location retail management in the Southeast and the Southwest. Field sales for manufacturing covering five sates in the Southeast, multi-outlet retail modular sales management and 22 years of owning a retail sales center in Tulsa, Oklahoma. I have served as the president of our state association in Oklahoma, chairman of MHI’s Federated States Division, chairman of MHEI, the sole retail representative to NFPA for five years prior to the creation of the Manufactured Housing Consensus Committee and for close to ten years now as a member of the Manufactured Housing Consensus Committee.

2. There is a lot of discussion going on in the Industry these days, and we’d like to get your take on some of those timely topics. For example, there is a new initiative out there to launch what is dubbed the MHIDEA, the MH Independent Dealers Association. What are your thoughts on the matter? What can you tell us about R E Crawford, George Allen, Ken Rishel and some of those backing or supporting that initiative?

I believe MHIDEA is a worthy endeavor and its creation is being undertaken by some of the most credible people in the industry. Retailers have numerous issues that can get lost in the broader efforts that are undertaken by MHI. I had hoped for years that the National Retailers Council (NRC) would serve that purpose, but I have not seen it materialize. I don’t fault MHI for that failure. The decline in retailer population has certainly been a factor and for that same reason could limit the success of the efforts around MHIDEA. The total retailer focus of MHIDEA may give it some strengths that are not inherent in NRC.

As a preface to the question that follow, Doug, let me remind our readers that personally and editorially, www.MHMSM.com believes in the strong potential of our industry’s future. I could point to virtually every article, almost every blog post that underscores that fact. But At the same time, we have to look at real world challenges and address them. Many today are scared. So the following are not meant to be ‘doom and gloom questions, but rather to get a feel for how your take on such industry issues as matters currently stand, and to understand what we face in order to address it properly.

3. George Allen is one of those gents that most people in the industry know, especially in the LLC world. Allen has written about what he calls a ‘perfect storm’ or a ‘conspiracy’ to kill HUD Code housing by choking off finance initiatives in Washington, such as implementation of the FHA Title 1 and the “Duty to Serve” passed by Congress in 2008, and what amounts to concerns over leadership from national associations on such issues. How would you respond to that type of concern from a respected and informed industry leader?

I do not have any specific knowledge of a conspiracy to destroy our industry. At the same time I find many of the actions taken in Washington are in fact resulting in driving up costs for our industry’s clients while reducing the financing options available. If it is a conspiracy, those responsible are being remarkably successful as we look at a 90% drop in industry shipments. I don’t read a lot of news coverage of any other industry taking a hit of that magnitude.

4. It seems obvious that manufacturers and retailers – and these days, retailers often means land lease communities (LLCs) operators – have a natural need for each other. What concerns do you feel as a respected retailer who has years of manufacturing experience over the steady decline in new home shipments? What do you see as the needs to turn that 12 year decline in shipments around?

Clients want what we build. They are denied the ability to purchase our homes in many cases because of zoning issues and because of the inability to obtain financing. The zoning concern has to be addressed at the state level to achieve significant success. Improvement of financing will most likely only be achieved through increased pressure from our representatives in Congress to improve the application of existing programs.

5. Some have speculated that we are looking at the end of the HUD Code industry by 2020, others have said 2016. I spoke with a senior executive in the manufacturing world very recently who told me there is maybe 24 months to turn the industry around or many/most of the factories will be gone. What are your thoughts on the time line, and why don’t we see more being done to impact ‘saving our industry’ now?

I would not dispute either of the forecasts mentioned. Our program is the only Federal building code for and is administered by HUD. As an industry we certainly have a very real danger of national shipments continuing to be so low that we become irrelevant in the scheme of the Federal budget. If that were to happen manufacturers would lose the preemptive benefit of the federal code. They could possibly continue production meeting various individual state codes that might exist, but the federal umbrella would be lost.

6. You have expressed in the past your viewpoint on Danny Ghorbani’s importance at MHARR, saying “The industry needs Danny.” Can you elaborate on that, please?

For many of the same reasons that retailers may feel a need for a dedicated retailer trade association, many manufacturers feel a need for MHARR. I have no problem with MHARR’s position that their exclusive objective is to monitor regulatory events as they may affect our industry’s manufacturers and ultimately the cost of the home to our clients. Danny Ghorbani has worked tirelessly in this regard for many years. I do not always support or agree with a particular tact or undertaking by Danny, but the industry does not have anyone else who so fervently monitors the effects of proposed undertakings by our federal government.

As retailers, we do not understand to any significant degree the possible impact for instance of the current efforts by HUD to increase monitoring costs through an effort intended to improve quality control. While I believe the effort by HUD is well intended, I am also aware from conversations with manufacturers that many unintended consequences will drive up costs with no corresponding benefit to our client. MHARR will seek to route these efforts through the Consensus Committee. In HUD’s defense, a proposal on this subject was worked on by the MHCC, but was not moved forward due to lack of information regarding costs.

7. We did an exclusive interview posted on my blog with Eddie Hick’s recently about his initiative to promote product placement as an image building tool. During that interview, Hick’s said, and I’m quoting: “Well, I don’t think we need to wait and get a group like MHI involved. In some ways, they’ve failed to move this sort of thinking ahead on the image building issue.” As someone active with MHI and on the national scene, how would you respond to that comment and concern?

I would support any effort that Eddie can take in that regard. His idea makes sense and he sounds like he knows people that can help him accomplish his proposal. I don’t fault MHI and I don’t think Eddie does either. It is a statement of fact that MHI has not gotten involved in the RV type image building campaign. MHI was confronted by an industry made up of companies facing enormous cash demands in the face of the previously mentioned 90% decline in shipments. Major industry players such as Fleetwood, Patriot, Wick and Champion would ultimately face bankruptcy. That scenario is a difficult setting for raising millions in cash for a national image campaign.

8. Doug, any other thoughts you’d like to share about needs and issues facing the HUD Code and factory built housing industry today? What are your reasons for being optimistic about the industry potential and future?

As an industry we face many challenges. The SAFE Act will drive up costs for our clients while reducing the number of lending options. New FHA guidelines will also increase the costs of financing and increase the amount of cash needed to purchase a home. The new appraisal guidelines that went in to effect on February 16th will make appraisals more difficult especially with those appraisers that do not understand our product or do not understand the difference between an entry level home and a high specification home.

The Duty to Serve issue needs to be pursued as it holds huge potential for our industry. The government needs to move forward to fully implement the FHA Title I program and in light of 3285 retire the current permanent foundation requirements of the FHA Title II program.

Many of the concerns noted affect all housing while others are specific to our industry. I remain optimistic because the consumers want what we are offering. No other housing segment can touch what we offer. I can sell a three bedroom, two bath home for less than $30,000 and I can offer a two story modular for under $200,000. Isn’t life grand? Now if we could just have a good drought.

It goes without saying that the best and brightest of us all need help at some time. The truth is, if you are an owner or manager, you likely need help every day. That is why you have staff! But there are times when we need help and we just don’t reach out for it. What brings this top of mind for me is an all too personal incident where I was the one guilty of not reaching out for the help that was readily available. Come along for the brief ride, and see if this lesson might be useful to others too…

About 5 days ago, I started suffering from some sort of sinus ailment. Stuffy, congestion, runny nose, we’ve all been there, right? Well, yes, but maybe not quite the same as my scenario, because the mother of our son happens to be an MD. So here I am, taking my own (non-medical, treating my own symptoms) advice, rather than turning to the side and saying, ‘Honey, what is the best thing I can do with these symptoms that make me feel miserable and are slowing me down?’

doctor-patient-courtesy-of-the-US-Army

The symptoms that we suffer from may not be personal, or physical. The pain may be professional. It might be our business or the Industry in general that is ailing. What do we do when we are suffering? Some people run STRAIGHT to the doctor for almost anything, for some of us – perhaps it is generational in part? – we only go to the doctor kicking and screaming. Ladies sometimes like to tell us guys that we make lousy patients. They remind us that they go through stuff routinely – for billions of women, monthly – that we men simply couldn’t handle.

To be experienced – or expert – in one area doesn’t mean that we are expert or experienced (enough) in ALL areas! You may have grown your business to a certain point for any number of reasons. That’s great, kudos! Okay, but now, if it is failing to perform in this or that area, what will you do? Will you diagnose yourself? Give yourself medicine?

I didn’t study biochemistry. I didn’t study pharmacology, or Gray’s Anatomy and a host of other subjects related to medicine either. Dr Mom did. So why would I think that I could do this congestion issue on my own? Good at some things doesn’t mean ‘good’ at EVERYTHING!

There are times that we all need a little outside help. Feeling lousy, but seeing all that needed to be done, I kept trying to keep it all going, all while my head was exploding. Having shared my dilemma in part with Tim Connor, he emailed me back to say, “Go to bed, man. And chill. The world will wait!!!” I needed to hear that; Tim is a man with a good mind and a good heart. Not just a good pro, Connor is real gent.

Turn-arounds of locations, marketing and sales management systems are what pay my bills. I love the time I invest/volunteer in the www.MHMarketingSalesManagement.com online trade journal! But it is marketing (or other services) for industry clients that keep the check book happier. In my marketing role, I deal with a variety of media. Jack Walsh, my award winning Chicago SunTimes news group media rep, knowing me to be a driven, ‘type A’ sort of guy, likes to remind me: “It is only advertising man! It isn’t brain surgery! If something gets goofed up, we can always correct it and move on! No one will die or get paralyzed if you make a little mistake.” I need to hear things like that from my buddy Jack, to keep ‘type A’ from driving someone – that day, myself – too far.

We all need a little help some time.

Where do you need help? Where does the Industry need help?

Where will people turn to for help, today? How long before you – or I – reach out to the right person with the right skills to give us the right advice that will move your cause or the industry’s cause ahead?

One key reason we established this www.MHMSM.com platform for the factory built housing industry is precisely to provide a forum where the best talent can come to the table to share their advice and perspective on timely needs and issues! We all have areas we can help others with! We all have areas that we need help from others too!

• You may be one of the best and brightest experts in some aspect of our industry.
• You may be knowledgeable about many aspects of our Industry or your business.

All those are good reasons to consider writing for the thousands who come weekly – or daily – to www.MHMSM.com for answers, news and views as swelling nubmers of industry pros are doing. Pardon the sincere invite to write, back to the topic…

However the best accountant in the world doesn’t make that accountant qualified to render advice on installations! You might be the George Porter of installations, but does that make Porter a community management whiz too? George Allen may know tons of the key people in the LLC world and he has literally written the book on LLC management, but does that mean he doesn’t need a George Porter for advice on a critical installation? They may be pros at their respective fields, but does that mean they don’t need someone to assist with marketing or sales systems that work today? Does one person’s expertise mean that they don’t have to have assistants, associates, their own experts to guide them where they need help?

Every advertisement for ‘help wanted’ is an acknowledgment that we can’t do it all alone! Every job that is filled in your company means there is a need that exists there! Because…

We all need a little help some time.

What is it that keeps us from reaching out to an expert in the first place anyway?

Sometimes help starts with an email, or a phone call. Sometimes – as noted above – it starts out by turning to our loved one and saying, “Sweet heart, I’m not doing so well. What can you suggest to help me remedy this congestion and sinus pain?” Sometimes it means turning to another professional, dropping the words ‘sweet heart’ and saying, ‘Here is my issue, can you help?’ If the other person is a REAL pro, they will ask you some pertinent questions before saying, ‘yes I can.’ If they are a true pro, they may start with the words, ‘that depends.’

• Are you willing to listen?
• Are you willing to do what it takes?
• Do you really want to grow your operation (again, or for the first time), or do you just want someone to gripe about how bad things are?

In my marketing/sales management/turn around guy role, I did an article for the now defunct Manufactured Home Merchandiser Magazine, that was later republished here. I outlined the steps of the turn around process for community owners, but the principles would be similar for any retail operation. I called it Saving the Patient, and the irony is, here I am telling you that I need to be a patient sometimes too.

Because we all need help from someone else sometimes.

With my congestion and sinus issue, I stopped taking my own advice. I set aside the machismo non-sense. I stopped doing what I wanted to do. I turned to someone else – in this case the gifted and lovely lady who said ‘yes’ – and I asked her what to do. I listened to what she had to say. I took her advice. I woke up better the next day, and better yet the day after that. In fact, the very next morning, I felt so much better I started the first draft of this blog post! Before long, I should be good as new.

Admitting we have a need is the first step.

Admitting we need someone else is the next step.

Then finding that ‘someone else’ is the following one. Then taking that someone’s advice…is next. Follow the prescription to completion, and professional or personal health is just around the corner. Because…

We all need a little help some time.##