The Masthead

Next week, we will launch our new March issue.  It will feature a number of various perspectives on manufactured housing associations.  You either are or are not a member of an association.  Either way, you have a perspective, and you may find the commentary and discussion eye opening.  Two other MH CONSORTIUM publishers sparked this discussion.  While our one March issue on this subject won’t bring closure, it will bring more to light from the varying perspectives.

Sometimes when ideas clash, the sparks can shed light.

As we move from sparks and vigorous discussion, we may also see apathy.  An industry leader spoke to me this past week about apathy in manufactured housing circles.  Dictionary.com says this about apathy:

ap·a·thy  (noun)

1. absence or suppression of passion, emotion, or excitement.
2. lack of interest in or concern for things that others find moving or exciting.

There are many possible reasons for apathy.  One may be a feeling of powerlessness.  A person may feel they don’t have a voice or a say.  It may be fear or the paralysis of over analysis.  Lacking the federal funding for a study of all who are ‘apathetic,’ let’s just say that apathy has roots.  It is worth noting that some may seem apathetic, but are not engaged for other reasons that may not be obvious.

Apathy is a choice, just as action is a choice.

Let’s return for a few moments to the clash of ideas.

Part of the vision for the free press in America was this notion. By presenting ideas and then candidly discussing them in the public square, possible solutions could be found.  It was the notion that the clash of ideas, respectfully discussed, could bring clarity to a subject. In the study of the Good to Great companies, we saw that vigorous discussion and debate often lead to clarity and success.

This ideal of the free press has never been fully realized.  But the potential for making the free press a way to spark and engage public discussion is now more real than ever!

With the Internet and the ability to post reasonable comments – or write directly to the editor for your own guest column – makes it possible.  This Manufactured Housing news and views media platform – MHMSM.com – can be one of the ways that you or others you know can sound off.

This is also a way for your voice and others to be heard.

Through vigorous discussion – in that clash of ideas done with mutual respect – solutions can come to light.  So I applaud those who take the time to sound off intelligently and respectfully.   We also must understand that those who sit quietly on the sidelines do so for a reason.

A very bright and successful professional shared with me the idea of KYP.  KYP is short for Know Your Prospect.  If you research your prospect, if you truly understand and know them, then you can craft an invitation and an offer that will appeal to them.  More to the point, if you know your prospect, you can better deliver what they need, want and can afford.

Research is thus important in the Know Your Prospect process.

We have a great product in manufactured homes.  Land lease communities can offer great value that needs to be better presented.  Many believe factory built homes ought to be front page news and in broadcasts or on cable from coast to coast.  Factory building is far more accepted, another caller told me last week, in Europe or Japan than in the U.S. Our recent article on factory built homes in Canada should make us realize that we have work to do here in the U.S. that will enhance our acceptance in the housing market place.

We can and should be able to do much better than we have been.

Last year at the International Networking Roundtable in Phoenix, Randy Rowe presented his five point plan for manufactured housing industry recovery.  We will be looking at that plan, because it deserves more attention.  We need to share ideas and engage each other so that the best ideas can come to the surface. We can through KYP advance our cause in the marketplace.

A great place for Industry pros to test ideas and products is at Public Days in two upcoming shows. The 2011 Great Southwest Home Show in Tulsa, OK and HOMExpo 2011 in York, PA will feature Industry Trade Days followed by Public Days.  This is smart!

Imagine being a retailer who has a home they bought from the factory that is on display during Public Days.  You have a crowd.  They are there by choice!  They see these nicely-displayed model homes.  You have the energy of large numbers shopping.  Prospects can not only give you valuable feedback, but one or more may buy or apply for what you have on the spot!

This is not a theory, but a reality.  See our photo gallery from last year’s Great Southwest Home Show.  Retailers there sold homes on the spot, some for cash.  Other retailers reported selling homes days, weeks and months later to people who shopped their homes during Public Days! You can also click on the HOMExpo 2011 page to see crowds walking around the homes in York, where no doubt the same thing happened.

Our Industry sells quality, energy efficient, appealing and affordable homes.  Showing those homes to the public with all the excitement of Public Days is a big reason to attend and support the Trade Days portion of events like these.

What ties all these subjects together in this blog post today?

Associations are making these Industry Trade Days followed by Public Days events happen.

So Associations can make KYP – knowing your prospect – easier and more effective.

Associations can help make plans like Randy Rowe’s 5 Point plan for Industry recovery possible.

Associations are a key vehicle to protect and promote our Industry.

The new Feature Articles in our March Association issue goes live next week.  Please download or read your favorite February Feature Articles or Podcasts today, and see you back here soon.  #  #

The International Networking Roundtable (INR) is behind us, and we are only days away from MHI’s meeting in Denver. A few brief thoughts… and more to follow.

The Roundtable (INR) featured a number of important ‘reality check’ keynote topics:

• Randy Rowe, State of the Asset Class address, in which he outlined 5 points that need to be addressed.
• Joe Adams, who touted leaders by example in the Industry, but also candidly addressed gaps in marketing and sales skills that hold individuals, companies and thus the MHIndustry back.
• Dick Ernst, who spoke about the SAFE Act, and how that impacts our Industry, why it needs to be understood and how it must be positively addressed.
• Dr David Funk from Cornell University, who gave us compelling insights into the world of Manufactured Housing demographics, general housing trends, and what it can mean for the Industry.
• Panel discussions on financing, manufacturing and general Industry issues, along with numerous other topics and presentations.

We plan to cover all of these, photos of show homes on display, my own presentation and more in some depth in the days ahead.

The rally?

What I wanted to focus on for a few moments was George F. Allen, ably accompanied and supported with Susan McCarty, some comments he made and some take-aways and posers.

Most of the attendees I spoke with felt INR was meaty, compelling and very much worth the time and investment. Many first-time attendees were present, and about 175 total came. As many noted with/to me, that attendance is nearly double the number who came to MHI’s summer session this past July.

While others aided in the process, there is no doubt that George F. Allen (GFA) deserves major kudos for what this (and previous) INRs represent! MHC and other Industry pros from some 26 states, plus Canadians, came to Phoenix, AZ for this executive level meeting. Chairman, CEOs, execs, owners and association leaders were in attendance. This scope and depth takes significant organizational skill; it is a laudable and noteworthy accomplishment indeed!

George Allen promoted MHI and gave Thayer Long the floor to speak, proving an opportunity as well for MHI PAC to raise Funds for the upcoming election campaign season.

GFA, who has inexplicably been passed over by the national MH/RV Hall of Fame, handed out literature for that worthy cause. GFA encouraged support and a visit to their historic facility in Elkhart, IN.

George took the time to pull me aside and make suggestions, share tips and insights. This he did for many others as well.

In short, GFA was a team player and a true Industry leader, living up to the Man of the Year award he earned not so long ago.

All that said, I want to note what GFA himself said. “Only some 2% of the MHC Industry leadership was in attendance.”

GFA spoke of the tough love statements by Randy Rowe and others. Thayer mentioned that MHI now has some 331 members. While billions of dollars were represented in that room – or are represented by MHI – wouldn’t it make sense for more people to be involved in associations and functions that are geared to support our Industry at its time of great need?

More than one speaker made the point that the Industry can’t wait for the FEDs or any outside force to come in on a white horse to save our collective bacon. We as an Industry are modestly up in shipments year to date. Some companies are clearly showing signs of improvement. Those who are improving are the ones committed to success, regardless of what is coming at them! They are the ones adapting, profiting and benefiting while some avoidably may fall by the wayside.

Regular readers of the Masthead blog know I believe we need to engage the Federal and other regulators, call on Congress, rally industry members and our customers into a force to be reckoned with politically. But I agree, we can’t wait for outsiders. But neither should we abandon the lobbying efforts. We need multiple converging paths to success. As any investment counselor would say, don’t put all your eggs in one basket.

Too many are outside the ranks of associations. Too many don’t attend meetings like INR. Too many fail to invest in self-improvement, coaching and the like, even if they clearly need it.

Some say to me, “Why should I be in an association? I don’t agree with so and so. I don’t see how they have turned our industry around yet.” But isn’t that like watching your neighbors man the levees during a flood, and saying, “Until they have all the sand bags in place, I won’t join and help”?

Where someone sees it differently than MHI or MHARR or any other association, group or leader, he or she should say so respectfully and also explain why. Those with a different perspective should say what they propose instead, and not just criticize. They should be prepared to do what so many others do, volunteer time and talent!

The same applies to Industry publishers, including us.

I don’t mind the occasional critiques that come in from readers or their posts. I don’t mind a different point of view, especially if it is respectful and well-articulated. So long as there are no ad hominums, no profanity or slander, sound off! It makes for a better discussion!

What I do think is often lacking from nay-sayers in general is something beyond a gripe. We are not going back to the Conseco-GreenTree days. We should not want to return to worst practices, when best practices are the way to long-term sustainable success. We must care for our customers, as Randy Rowe, Dick Ernst, Joe Adams, Don Westphal and so many others at INR said.

But let’s move towards a close on the rally point. Hats off to George for pulling together such an impressive array of speakers and solid content! MH/RV Hall of Fame… are you listening?

If you aren’t already involved in positive change in association(s) and forums like INR that make it happen, please, get engaged! We need both – the new blood and new ideas, and also the wisdom that history and experience brings.

We must learn from the past, live in the present, and build for a bright future. We need more leaders willing to invest time, talent and treasure. We need more committed engagement. Working together is the path to success for any company, any team and – yes, for most industries, too.

That said, on to the Manufactured Housing Institute (MHI) meeting in Denver, CO! # #

Odds are, you want more favorable media for manufactured housing. Chances are good you want to learn how to grow and expand your business through favorable marketing, selling more homes and/or positive change management or maybe you want access to financing. Perhaps you are looking for a new manufacturer or supplier.

These are some of the business-building elements found in this three-part blog post!

Part I.

Let’s start with the latest on the International Networking Roundtable (INR), which is coming up fast (September 15-17, 2010)…

Joe Adams, Dick Ernst, Dr David Funk, Thayer Long, Ken Rishel, Randy Rowe, INR+ 12… in short: Marketing Magic, Media and Manufactured Housing!

Paul Bradley, Evelyn Bryant, L.A. ‘Tony’ Kovach, Susan McCarty, Jeff Mishkin, Fred Rice, Spencer Roane, Don Westphal. These are just some of the names who will inform, inspire and help guide you to better marketing, financing, deal making and more.

I’ve had the privilege of previewing Joe Adam’s upcoming presentation on Marketing for the International Networking Roundtable (INR) to be held in Phoenix Sept 15-17th at the Pointe Hilton Tapatio Cliffs Resort. Let me just say, you’ll want to BE THERE! If you love his feature articles here, you will enjoy hearing the great material delivered live by Joe Adams! I will be there and I hope to see you IN PERSON at this session and others.

In fact, there is plenty of star power bringing you great information at the 19th Annual INR. If you are interested in growing your business, all who are attending this seminal event say it is a great place to be for networking and learning what’s hot and what’s not; on-site deal making, financing opportunities, model homes on display and much more are all here. From the Gala Reception, show homes on display, to the prayer meeting for Our Nation and Leaders and more!

You can check with George Allen at 877-MFD-HSNG (877-633-4764) or 317-346-7156 for a brochure, actual order of appearance of the speakers and topics and related details. George tells me the list below is the latest update – in alphabetical order by last name, with their respective topics:

1. Keynote: ‘Effective Marketing in Tough Times!’ – Joe Adams, The Housing Market Place, Inc.

2. Panel: Open Forum Discussion of MHIndustry Issues & LLCommunity Concerns – George Allen, Moderator

3. Shared Equity, Reality or Fad? – Paul Bradley, ROC-USA

4. Keynote: ‘S.A.F.E. Act &You! UNSAFE or OK?’ – Dick Ernst, FINMARK

5. Keynote: ‘Loss Control in Era of Rentals & Contract Sales’ – Evelyn Bryant

6. Keynote: ‘MH Demographics & You!’ – Dr. David Funk, Cornell University Program in Real Estate

7. How to Get 150 Sales Calls a Week On-Site! – L.A. ‘Tony’ Kovach, Manufactured Home Marketing Sales Management, www.MHMarketingSalesManagement.com or www.MHMSM.com (Since I know the speaker, there is MORE on this topic below.)

8. National Communities Council Update – Thayer Long, MHI

9. Registration & Special Gifts – Susan McCarty, Community-Investor.com

10. Landlease Community Investors’ Forum – Jeff Mishkin, Marcus & Millichap

11. Utility Sub-Metering in 2010 & Beyond – Fred Rice, Spectrum Utilities Solutions

12. Is ‘Captive Finance’ For You? – Ken Rishel, Precision Capital Funding

13. Symposiums, Spinoffs & More… – Spencer Roane, Pentagon Properties, Inc.

14. Keynote: ‘State of the Manufactured Housing Industry’ – Randy Rowe, Green Courte Partners

15. Community Series Homes, One Year Later – Don Westphal, Donald C. Westphal Assoc.

16. Panel: Home Manufacturers & Business Development Managers!

17. NSAC Update: Why You Should Support the RV/MH Heritage Foundation!

18. Panel: Real Estate Lenders!

19. Wells Fargo, Manage America & Origen LLC will be among the other firms represented.

20. Welcome Reception, Introductions, Informal Prayer Meeting for Nation and Leaders, Breakfasts, Lunches, Toasts, Visit Home Shows, the Gala Reception and more!

21. Wrap-up Session & Open Discussion Topics for Next Year?

I had planned to attend this event even prior to my being invited to speak on Marketing Magic, Industry Image Makeovers and share a reflection at the Informal Prayer Meeting.

Part II.

In my INR presentation, I am going to talk about how to generate 150 in-bound sales calls a week to your location.

Marketing. Every business, every Industry that wants to survive and grow needs good marketing. Marketing that doesn’t cost, marketing that pays.

Good, solid ROI (Return On Investment) Marketing.

A key part of what we do at MHMSM.com is marketing. Yes, we have become the premier news source in the Factory-built housing Industry. Part of that was achieved through marketing, as well as having great content and, of course, the most news and feature articles found on any single site online.

I was asked by George Allen to give a presentation in Phoenix on Marketing, Media and Manufactured Housing. The title GFA suggested for the talk is How to Get 150 Calls a Week on Site!

• Those 150 calls a week refer to inbound sales calls FROM CUSTOMERS LOOKING FOR YOU!
• Those 150 calls a week refer to prospects in the market LOOKING FOR WHAT YOU HAVE TO OFFER!
• Those 150 calls a week could TRANSFORM any Manufactured Housing Land Lease Community location struggling with vacancies INTO A FULL LOCATION with a waiting list!
• Those 150 calls inbound sales calls a week could be a modular or HUD Code Manufactured Housing RETAILER’S DREAM!
• Those 150 calls are not theory. THEY ARE TAKING PLACE RIGHT NOW, TODAY for one of our clients. Not in boom time, but during this low ebb of the Industry.

It has long been my belief that Manufactured Housing – or most any aspect of factory home building – should never suffer due to the general ups and downs of the economy. We should be – and can be – the preeminent form of housing. The first choice instead of the last choice.

If you are looking for marketing solutions, sales solutions, a turn-around for one or more community or retail locations, business expansions or other Industry related business challenges, please give me a call. If you are looking for good PR for your company, please call.

Why should you? Please check out my LinkedIn Profile, for some of the currently 29 recommendations among my 469 connections: http://www.linkedin.com/in/latonykovach

Just two words.

GET RESULTS.

I should hasten to add, that all ‘results’ are a team effort. We are not alone. We work as a team, and that is how we would approach working with any firm or organization in the manufactured housing field. Team work that Gets Results. Specialists for many different needs. Solutions for your real world problems. Great ROI, good work doesn’t ‘cost;’ it pays.

Part III.

Getting Positive PR: Media Relations and Manufactured Housing

What do the Chicago Sun-Times, the Dallas Morning News, Nashville’s The Tennessean and about a dozen other publications from coast to coast have in common?

Answer: They have all featured news stories on their sites this year that have a favorable message for manufactured housing.

Answer: These favorable messages were all generated by MHMSM.com staff, notably our INdustry in Focus Reporter Eric Miller – or myself.

http://topics.dallasnews.com/article/0aaJfyqbtfgnQ

http://envirolib.org/news/support-urged-for-bill-aimed-at-replacing-of-older-manufactured-homes-24-7-pressrelease/

http://www.mhmarketingsalesmanagement.com/blogs/industryvoices/study-suggests-cities-and-towns-should-accept-new-manufactured-housing-communities/

Research Finds Manufactured Home Community Residents Under No Greater Threat of Crime

As you know, Manufactured Housing has all too often taken it on the chin from the mainstream media publications. Part of our goal at MHMSM.com is to share favorable news about Manufactured Housing and related issues.

As a media outlet ourselves, we can influence media.

Over time, this can have a favorable benefit for you and your business.

Should you desire favorable PR or marketing for your organization, please give me a call:
847-730-3692 or cell 832-689-1729.

Should you want to see what others say, please go to my LinkedIn Profile

Where you can see 29 recommendations of my work.