The Masthead

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

We have a lot of topics to cover, but please let me start with something positive and fun:

1.
“OMG your site is unbelievably informative! Just listened to your pod cast while sitting in the doctors office! Loved it! I’ll be sure to spread the news to our members to get on board if they are not already! Appreciate all you do!” Deanna Fields, Executive Director, MHAO 

It is always, always a pleasure to hear from industry leaders, business owners and executives, middle managers and the rank and file. Comments like this make our work load seem lighter, and I always share these with our team here at MHMSM.com that makes this work on the Industry’s behalf possible! By the way, we get other comments, but we use ones like the above only with permission. Thank you, Deanna, for spreading the word, and to all like you who are working for the advancement of our great industry!

If you want to see what other leaders and readers say, please click on this link:

http://www.mhmarketingsalesmanagement.com/what-our-readers-say

I take a few moments to mention this because Deanna and others have it right! If you and your team are reading and listening daily to what we offer, you and your team will have an edge in business that those who don’t plug in won’t have. Sports teams train and they ‘watch tape,’ video and replays of what they and their competitors do. That makes them BETTER in the big game. You and your team WILL DO BETTER because if you learn more, you will earn more.

2.
It seems that the November elections are among the reasons why Chief Executives around the country are more confident than before.

CEO Confidence Index, chart courtesy of CEO Magazine

When executives see a reason to invest in the future, maybe it is wise for us to think the same, too.

3
Friday brought us a tip on a recent development that will do more than raise an eyebrow or two in the Industry. Our Industry in Focus Reporter Eric Miller is on the trail of that story and others that will get the water cooler, phone and email conversations humming. Check in to our Daily Business News blog and please watch for more in-depth reports to follow.

4.
The Louisville Manufactured Housing Show is – according to our research – THE single hottest topic in the Industry, period. Not only is this reflected in our Google Analytics report, but another key indicator is that the early sign-ups for attendance is strong. Joe Kelly, the Executive Director of Iowa’s fine state association has given us a thoughtful message on the subject for the Industry Voices Guest Blog. Please read it. Then book yourself and your key team members to go if you haven’t already. Why?

4a.
There are already more people signed up for attending than went to MHI’s annual meeting and the International Networking Roundtable in Phoenix combined!  Dozens are signing up daily; at this rate, the show will do VERY well. 

4b.
There is great info along with many seminars and services available at the show to help you grow your business, PLUS you can see dozens of new homes that would be great for your MH Community or Retail Center. Well-known Industry author, speaker and communities and development expert Eddie Hicks will be among those sharing insights in and near the Kentucky Exposition Center (KEC). Where else can you go and rub shoulders and shake hands with some of the biggest names in the Industry? “Go, Louisville!”

4c.
Are you an exhibitor or planning to exhibit? Then please click on this link.

4d.
More on Louisville later, including the fact that more industry leaders have emailed me to say that they will share their reasons why YOU SHOULD BE THERE. “Those who KNOW will Go Louisville!” If some of the brightest lights in the Industry say you should go, then take a page from Nike’s ad, and just do it.

4e.
Our MHMSM.com team members will be in Louisville, including your wordy blogger, me. I hope to meet you in person. If you have one of our Manufactured Housing REVOLUTION books, bring it by for an autograph. If you don’t have a book, come by, pick one up and it will be autographed! Many of those who helped pen the Manufactured Housing REVOLUTION will be there – you should get their autographs, too!  

5.
We have word that a well-known Industry personality will be sharing their A Cup of Coffee with Interview with us, likely in time for the new issue that comes out next week. We all want to know more about this person, and YOU can ‘read all about it!’ right here, exclusively. Click here to see other personalities who have done A Cup of Coffee with… exclusive interviews.

6.
Manufactured and modular housing Industry growth won’t happen by magic. There are reasons why Cavco and Clayton still find it wise to buy up chunks of this industry. They see a bright future, or they wouldn’t be doing it. There are reasons why people are still investing in MH Communities, why people are making deals to acquire more. There are reasons why some are making a profit – yes, in this economy – why, as one leader told me a few days ago, they are making more money than they ever have. They are working SMARTER, and see ‘challenges’ as opportunities in disguise. We at MHMSM.com are realistic; we know there are problems, but we see the opportunities, too.  

7.
Circling back to Deanna’s comment, if you are not already signed up to access our FREE podcasts of feature articles and daily Factory Built Housing News at Noon and Manufactured Housing Marketing Reports, please click here. It is worth sharing that one of our top 1% of all our pages accessed is the registration page! If you aren’t registered, if you don’t get our twice weekly email updates, you are missing out on key information, much of which you will find ONLY here at MHMSM.com.

When we talk about learning, I want you to know, that we invest in our own learning, we practice what we preach. For example, our fine IT and Production Manager, Bob Stovall, is attending a weekend seminar to keep up-to-date with the latest in his online world skills. To his credit, Bob is routinely researching, routinely going to meetings and seminars. This is why you or your marketing manager needs to be reading his “Cutting Edge” blog, or using his part of our MHMSM.com online services if you don’t want to mess with the work yourself. Be sure to attend the presentation we will do in Louisville, “How to Dominate Your Local Market!“

Last week, in our daily news, you read – or could have! – news stories on our Industry you didn’t find anywhere else but right here at www.MHMarketingSalesManagement.com (aka MHMSM.com). So, please check in tomorrow and every week day to the daily news blog or do what Deanna Fields and so many others are doing every day, downloading podcasts of industry news and great feature articles. I want to take a moment to say thank you for coming, and thank you to all the Featured Writers who make us the most-read trade journal and news resource in the Industry today.

Thank you for reading, and thanks for passing the word on to your friends and associates to listen to our podcasts and/or read the News and Views You Can Use right here at MHMSM.com.

##

News can be addictive. So can commentary and opinions; even if we disagree, they may well ‘hook’ us. News and views are certainly healthier than cigarettes, caffeine or coke! But what some people miss is the potential VALUE of news and views. Let’s look into the practical value for you and your business that can be found in manufactured and factory built housing news and views below.

News is often seen as ‘good or bad,’ and certainly there are both elements to be found in many industry news stories and reports. But the reality is that one person’s misfortune can be valuable to others. This happens every day, such as when a property goes into foreclosure, and someone else buys it at a reduced price. Knowing about the problem allows someone to seek to fill the void. When Manage America or Ken Rishel’s Precision Capital Funding look at the chattel credit dearth, they see it as an opportunity to serve a market in need. This is necessary in a free (or relatively free) economy.

When you read or hear on our News at Noon Podcasts that some are laying off workers in factories, but that other factories are expanding or opening, the intelligent person must ask, what is going on here? What does the growing company do right? What does the shrinking company do wrong?

We hear all too often that retail centers are closing. A state exec I spoke with recently told me that about 90% of the retailers in that state are now gone. So when that many close, but some are opening, or doing well, or expanding, we have to ask, what do the ones who are doing well know? What did the ones who failed have in common?

When UMH or Green Courte Partners acquire new locations, don’t we take notice? Doesn’t that send us a different message from those who have lost one or more properties?

The point is that information – news and views – gives us potential POWER. There is a reason that thousands log on every week here, why over a thousand visitors daily logged on the first days of this month! Is it because they are news junkies? They like to read feature articles from top pros to pass the time?

Or is it because some – nay many! – see the value in knowing what is happening, and seeing what the news and views of others tells them!

Let’s say you want to retail homes and need to expand or obtain a floor plan. You could learn about an option for that right here.

What if you wanted retailer financing? Did you know that right here at Manufactured Housing Marketing Sales Management (www.MHMSM.com) you could also learn these options that others miss?

It is funny in a way, how some execs pretend not to read here, but may have staff doing it for them; or they are just quietly reading or downloading and listening themselves. Some openly admit they read and listen, and say so to us and others. Yes, there are many who don’t read ANYTHING in their own industry, and shame on tons who call themselves professionals and don’t take the time to keep up with what is going on in their own industry! Imagine a doctor or an attorney who didn’t keep up with the news and changes in their fields!

Would you want to go to a doctor or attorney who didn’t keep up with the latest info?

You get the point. Staying plugged in daily to our News at Noon Podcasts, to our leading news, views and feature articles – these are priceless to you and your team! If you are wise, you encourage your team to read, or listen to podcasts or to do both.

Because the ones who are growing do.

The professionals seeking new angles and ideas are here reading and listening to MHMSM.com, too.

Sure, we are pleased every time we get a call, email or post that says, good job or thank you. Every kind word makes the work better. But the 1000 to 1400+ visitors who may log on today, the 30,000 or so logons monthly, wow! That is a testimony to value!

So you can either learn from the news, be entertained or bummed out by it, or ignore it.

For my money, it should be obvious that knowing is better than not. Thinking about and discussing the news with associates, even better. Sharing tips and news, always terrific!

If you have followed us from the beginning or just joined us in recent months, you see steady progress here. A growing team, more features, more supporters and sponsors.

Why does that matter to you?

The day that the next rush of sponsors comes on board here at MHMSM.com will be one of the best days ever for the industry. That may seem bold, but it is true. The next plans for growth for MHMSM.com will be even stronger and better ways to help YOU build YOUR careers and/or business!

We have a wonderful mix of seasoned industry pros and news faces on our pages every month with feature articles. We have the most news daily of any source that covers ‘mobile home’ (read pre-HUD code homes), manufactured home, modular or prefab housing news; because there are so many types, ‘factory built homes’ is a great and useful term!

Listen, read, learn and earn.

Listen, read, learn and earn.

As a newcomer to the Industry in 1981 to the present, I have read and attended the sessions that helped me stay up with and grow professionally in the Manufactured Housing Industry. Having walked the factories; worked at marketing/sales/management at retail centers and manufactured home communities; attended the home shows and meetings, closed the loans, etc., I can listen to most people in this business and say, “I understand this. I may not know something as well as you do, but I understand what you are telling me.”

That insight, and others like colleagues such as our Bob Stovall has, gives us the unique ability to share:

Innovation – Information – Inspiration for Industry Professionals!

As new sponsors come on, as more readers and listeners logon or do so daily, you will continue to see the growth and development of this Industry media platform. You and our team of writers and staff make it possible. But if you aren’t getting everything out of this trade media resource that you should, well, look in the mirror!

Because it isn’t just about addiction to news; it is about news and views you can and should use!# #

Some News and Views You Can Use:

• Featured Articles
• News at Noon Podcasts
• Industry in Focus Reports
• Industry News
• the Masthead Blog
• Cutting Edge of Online Marketing Blog
• Words of Wisdom Blog
• INdustry Voices Blog
• INspiration Blog

Every week, thousands of manufactured housing professionals scan their news to see if there is any hope for the return of outside chattel lending for the manufactured housing industry.

I received this message the other day from a senior VP for a manufactured housing financing operation. What this person supplied – for your reading enjoyment below – were actual quotations from manufactured housing community operators, managers and their staff.

The first sentence is lightly edited; the rest are exactly as he sent it:

A financed manufactured home has its owner as the customer of the park, that is, until it becomes a repo, then the bank becomes the customer of the park.

Actual quotes:

We want you to put a dormer on this home. We like dormers and won’t allow a sale until your home has one.

Oh, Mr. Bank, your customer is 11 months past due on lot rent owed us – Please send a check now. As an accommodation we will waive the late charges.

What do you mean, Mr. Bank – $240.00 a month is not too much to mow the yard around your repo. We do it weekly for you. (Yard was about 25 square feet)

Mr. Bank, we just spent $10,000 having this home removed. We are willing to split the bill with you. Please let us know when we can expect a check. (We had a loan balance of $17,000.)

So, Mr. Bank. I know we have had this repo for sale for almost 2 years. It needs about $3500.00 if fix up and repairs before we can get a decent price.

Mr. Bank, I am aware that we guaranteed $10,000 on this loan because you over advanced. Since you owe us $12,000 in lot rent and some other expenses, we believe this is negated. Oh and by the way, we offered the new buyer 6 months free lot rent so you owe us and additional $3600. (Bank will lose over $25,000 on a flawless home.)

Mr. Bank, just to help you out, we will buy this repo for $1000.00. (Home was worth at least $9,000.)

I don’t understand, Mr. Bank; of course there was a $15,000 down payment. We gave you a copy of their personal check. The fact the borrower said they paid nothing down and the check never cleared the bank is irrelevant.

Mr. Bank, we had a serious buyer on your repo. Do you realize there are no light bulbs in the chandelier? The buyer has moved on.

Mr. Bank, we closed the sale of your home yesterday. It was discovered that the number 3 (the address on the side of the home) of the home’s address has lost its reflectiveness. This must be fixed right away.

Ok, Mr. Bank, your guys are here to remove your repo that we have been trying to sell for over a year. You are 7 days past due for lot rent. We are stopping the move until it’s paid.

Mr. Bank, the steps to this repo are too steep. I know we sold it that way, but we want it corrected before we re-sell it.

Bank: Your bill of sale indicates this home had central air. Park: What air conditioning? Too bad. I guess it didn’t. We thought it did.

Bank talking to park: I notice we never get a credit for the one month of lot rent that you collect up front from your residents. If you are wanting us to pay lot rent, wouldn’t it only be fair to give us credit for it. Park: Dunno – Er, ah, administrative fees.

End of quotes.

We have news items, blog posts, interviews and articles that tell the story of why chattel financing has become tougher in the years since the Conseco meltdown. These quotations are certainly not the only issues that relate to the challenges that manufactured housing financing has, notably chattel financing for manufactured homes.

But these quotes above do tell a story, don’t they?

Let’s put that Native American fable quote to work, and walk a mile in the other person’s moccasins for a few minutes. Think about your being the banker, or the investor, and you’re hearing those stories told to you.

As an industry, we have to be able to work successfully with other industry segments. If you are looking for news about the return of manufactured housing chattel financing to communities, then manufactured housing communities have to be able to see past the immediate repossession. They have to see things through the eyes of that lender.

We can’t change what has happened in the past. But if we want to change our future, we better start treating customers, lenders and all segments of the manufactured housing industry fairly. If we want to get past the ‘trailer guy’ image, and see our ‘mobile home parks’ be thought of as manufactured housing communities, or simply as communities, developments and subdivisions, then we have to think of the big picture.

We have to think, how can we work in a way that let’s everyone win?

If we begin with the end in mind and we think ‘win-win,’ then the industry will begin to grow and develop again.

By the way, when you read news stories about any issue, odds are you can read it right here at www.MHMarketingSalesManagement.com also known as www.MHMSM.com. Be it our daily News at Noon, or special reports exclusively from our Industry In Focus reporter Eric Miller, be it podcast or written, you will find it here. Thank you for reading and also for listening! # #

PLUS

Congressional Hearing on Federal Role in Housing Finance – Report And Analysis

Finance Delays Continue as Consumers and Industry Suffer

Regulators Show They Are Insensitive and Out of Touch

Congressional Hearing On FHA-Insured Loans

Congressional Hearing on Federal Role in Housing Finance – Report And Analysis

An MHMSM.com INdustry In Focus Exclusive Interview Report With industry consultant and once interim-president of MHI, Dick Ernst, Part One

An MHMSM.com INdustry in Focus Exclusive Interview Report with industry consultant and once interim-president of MHI, DICK ERNST, Part Two 

 An MHMSM.com INdustry In Focus Exclusive Interview Report With industry consultant and once interim-president of MHI, DICK ERNST Part Three

It is a real pleasure for us to be a part of the effort to get the word out about the upcoming Louisville Manufactured Housing Show, January 12-14, 2011. But let us ask the key question. Why are manufactured housing shows important? What is in it for you, as a business person or professional?

Let’s examine for a few minutes the meaning and value of a manufactured housing show. 

First, for those who have never attended one – and sadly, that means most people in our factory built housing Industry – what happens at a show such as the Louisville Manufactured Housing Show? 

At a show, you will find:

• Homes on display
• Booths from exhibitors
• Presentations on various industry related topics
• Social events (mixers), and thus you will find…
• People! Industry professionals.

Just as there is value to going to a national, regional or state association meeting or a function such as the International Networking Roundtable, so, too, there is tremendous value in going to a home show. I will make what some will see as a bold statement.

There is potentially more opportunity to learn more things in less time at a manufactured housing show than at any other 3-day event one can attend.

There is a cost in time and money to go to a manufactured housing event of any type. Just as associations are crucial to the health of an Industry, so, too, in our industry are shows like the Louisville Manufactured Housing Show! You can learn a lot at association meetings. But if you want to educate someone – yourself, an investor, an associate, whomever – you would be hard pressed to do better than to go to a manufactured housing show.

Facts and figures are nice. Web pages and other forms of marketing are handy. But seeing and touching things first hand! Meeting people in person, and getting to talk. Feedback, interaction, not to mention the business done before, during and after… all of these are PRICELESS.

You will have the opportunity to mix, meet and mingle with some of the brightest and smartest people in our Industry.

You will have the opportunity to see products and services in a matter of hours or days that may take weeks or months to research and get the same feel for any other way.

Here is the really bold part of the manufactured housing show experience. Properly done, attending and/or exhibiting at a manufactured housing show will SAVE you money and MAKE you money.

Period. End of story.

Okay, you know me! I don’t end at the end of the story. Why does it make and save you more money than the cost? For the reasons already noted! You save time in research and understanding! You can mix and mingle and meet with some of the brightest people out there!

You will do business, before, during and after the show!

You can close deals, or start deals at this show. Renew relationships, or start new ones.

I will say that if you are somebody, you need to go to the Louisville Show.

If you want a team member to grow in their understanding of this industry, you want them to go with you to the Louisville Manufactured Housing Show, and to every other show you possibly can get to.

Just as time is money, people are money, too. In a matter of a few moments, you may pick up an idea that you would never get other than by going to a home show.

Not that you should make decisions based on whether or not I will do a thing, but I will tell you that I plan to be there. I plan to take team members to Louisville, too. Because it is the right thing to do. It is the place to learn. The Louisville Show is the place to help set the course for your business in 2011! So I hope to meet you at Louisville.

The timing and location are fantastic. Having been to the Louisville Show in previous years, I know that it is a superior facility and a great town to see and do things, if you have time for the side stops.

But the bottom line is the bottom line at Louisville.

I would encourage you to exhibit or display if you are a business that does ‘business to business’ in this Industry. I would also encourage you to attend, to take team mates you are grooming or who are decision makers. I’ve taken associates in the past, and they always come away with a new sense of how impressive the manufactured housing industry truly is.

This is a great way to start 2011. Be there at Louisville, come prepared to do business, plan and prepare well and you will be happy that you did so! # #