Even during ‘boom times,’ the manufactured home industry struggled with certain issues. Experts and advocates often point to regulatory or financing challenges.
Beyond the ‘lending and legal,’ the core challenge goes under many different labels or monikers.
- Stigma.
- Image.
- Once true, but now outdated realities.
- Outright myths.
- Prejudice.
- Lack of proper understanding.
- Need for education.
The best information in the world must still be accepted or at a minimum, and considered by those who hear, see, or read it.
The industry doesn’t need hype or exaggeration.
What manufactured housing needs is to have reality be properly presented by credible voices.
The Daily Business News will preview today part one of a multiple episode video captured near Fairhope, AL, in the appealing Gulf Shores/Pensacola area.
You don’t have to be told that these are not paid actors.
Nor where the participants given anything, other than a good meal and gas money for the drive to the restaurant where this focus group was conducted.
Affordable Housing Focus Group, Episode (Part) 1
The entire focus group session lasted for about an hour, but this first part – episode 1 – below is about 5 minutes and 5 seconds.
This isn’t about rah-rah. Rather, it’s about helping open minds.
It’s about education, through questions and answers in a group setting from those who know. That means, viewers discover credibility.
You can see glitzy productions in manufactured and modular housing.
If pretty pictures or great videos were all that it would take to sell more manufactured homes, then manufactured housing shipments would be somewhere between 500,000 and a million new homes a year.
But the industry finished 2017 with some 92,900 shipments.
Obviously, fancy videos and great looking websites alone clearly aren’t doing the job the industry needs.
By contrast, Inside MH has done videos with residents, experts and industry professionals that when they are shared as we suggest, result in a big increase in business.
Why?
Because what well qualified home shopping viewers are watching the video for is insight. When they find authenticity, they’re loving it.
Pre-Louisville, the Inside MH Road Show team traveled to Key Allegro Villas in Fairhope, AL between Mobile, Pensacola and near Gulf Shores, where a 55 plus community is growing near the warm winds and waters of the Gulf of Mexico.
The purpose of many of our Inside MH videos is get people who know to reveal what is.
It’s about information, and it can at times be entertaining.
But the goal is opening minds and providing accurate insights.
People sense authentic, genuine people and what’s real in interviews.
That in turn results in opening more minds.
This isn’t something you can do for yourself. Experience and third party research alike tell us that for this to be effective, it must be done by a well-informed, third party media. The by-product of such educational videos routinely is, that more people buy. For an example of how it works, see the report and video interview, linked below.
Let’s nail down a key point for this focus group, or any of our video interviews. Given reality, consistently told in an authentic way, and professional, ethical service the industry can be revived and grow to new record highs, and do it in a sustainable fashion.
To rephrase, these are not ads. They’re educational.
That’s what moves our operation. Opening minds to reality in ways that can advance the industry for good.
Every thing we do has the goal to address and reveal the cures for the issues that keep manufactured housing far below its potential.
We will soon post a version of this on MHLivingNews.com.
With no further adieu, here’s the video.
When several clients report 200 to 500 percent or more growth rates, and do so with happy new customers, that says it all. “We Provide, You Decide.” (News, announcements, analysis, commentary.)
Related:
(Third party images, cites are provided under fair use guidelines.)
award-winning consulting, publisher, web, video, recruiting, sales training, business development service provider.
MHLivingNews.com | MHProNews.com | Office 863-213-4090 |
Connect on LinkedIn:
http://www.linkedin.com/in/latonykovach
