{"id":248,"date":"2010-08-15T23:37:37","date_gmt":"2010-08-16T03:37:37","guid":{"rendered":"http:\/\/www.manufacturedhomepronews.com\/cuttingedgemarketingsales\/?p=248"},"modified":"2010-08-15T23:37:37","modified_gmt":"2010-08-16T03:37:37","slug":"lifetime-value-of-a-manufactured-housing-customer","status":"publish","type":"post","link":"https:\/\/www.manufacturedhomepronews.com\/cuttingedgemarketingsales\/lifetime-value-of-a-manufactured-housing-customer\/","title":{"rendered":"Lifetime Value of a Manufactured Housing Customer"},"content":{"rendered":"

When planning a campaign to place a business on page one of the search engines for a given set of keywords, one of the criteria used to establish a reasonable ROI to achieve that result is the lifetime value of a customer.<\/p>\n

“Successful companies, [Frederick] Reichheld (author of The Loyalty Effect) points out, have three things in common: loyal customers, loyal employees and loyal owners. The customers are often loyal, not so much to a bank, for example, as to employees that they know and trust who work for the bank.”<\/p>\n

While we aren’t sure what the future holds, history suggests that the average homeowner will be back in the market in 5-7 years. For our purposes, I will use the higher figure of 7 years. This means a manufactured home retailer may have the possibility of selling a customer two or three homes in a lifetime.<\/p>\n

Multiply the average price of a home over the next 25 times the number of homes that customer may buy in that timeframe and you have the expected lifetime value of a customer.<\/p>\n

Other factors<\/b><\/p>\n

When you sell a customer a home, is the quality of their buying experience such that they will be likely to return to your place of business when they want to:<\/p>\n