{"id":4546,"date":"2016-06-21T15:04:33","date_gmt":"2016-06-21T20:04:33","guid":{"rendered":"http:\/\/www.manufacturedhomepronews.com\/cuttingedgemarketingsales\/?p=4546"},"modified":"2016-06-22T06:56:42","modified_gmt":"2016-06-22T11:56:42","slug":"cash-and-good-credit-customers-want-evidence-why-mh-testimonials-matter","status":"publish","type":"post","link":"https:\/\/www.manufacturedhomepronews.com\/cuttingedgemarketingsales\/cash-and-good-credit-customers-want-evidence-why-mh-testimonials-matter\/","title":{"rendered":"Cash and Good Credit Customers Want EVIDENCE \u2013 Why MH Testimonials Matter"},"content":{"rendered":"

Let’s be candid. You can say all kinds of great things about your business. But what matters more to a retail shopper is a testimonial. Its not that they won’t listen to you, but some studies suggest that the impact of a third party testimonial<\/em> is 7 times to 8x greater than just your own marketing message.<\/span><\/span><\/p>\n

Here is an actual example from the MH World, in Westville IN.<\/span><\/span><\/p>\n

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Recommendation delivered via LinkedIn. See http:\/\/www.linkedin.com\/in\/latonykovach <\/a>Let’s note that Tom and the Fath family have done a ton of good work. They were receptive to trying new appraoches, and they embraced them in a positive, professional fashion. Success in any venture that involves multiple people is always a result of good team effort, the Fath family underscores the truth of that statement. The Fath’s executed on a good plan! \u00a0Kudos to them.<\/figcaption><\/figure>\n

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This client is not the only one, there are more! \u00a0But they’re among those who’ve discovered what it means to have a total marketing and sales process geared to attracting the site built buyer. <\/strong>\u00a0Testimonials and the right kinds of vidoes are just part of that attraction-marketing\/sales plan. FYI – a third party testimonial is one done by a third party, not one done as a kind of an ad for the operation in question. \u00a0See MHLivingNews.com for more examples.<\/span><\/span><\/p>\n

Keep in mind the average site built buyer has a credit score north of a 720 FICO<\/strong><\/span><\/span><\/em><\/p>\n

Note that the client above historically did retail \u2013 they had a separate MH Retail sales center. Now they’re doing only in community sales. Might they go back to doing ‘street retail?’ Time will tell! \u00a0But this process is working for retailers, communities others in MH.<\/span><\/span><\/p>\n

Marketing and Sales<\/strong> should dovetail. You already are getting customers who are \u2013 what we lovingly call \u2013 the MH shopper.<\/span><\/span><\/p>\n

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Using the current seasonally adjusted annual rate (SAAR) from NAR, NAHB and US Census Bureau, new MH is only about 11% of all new single family housing starts. It is only 1% of all new homes and existing, resale homes. That’s sad, but it also is opportunity in disguise. You can really grow your business with the correct systems in place.<\/figcaption><\/figure>\n


\nBut the reality is that the new MH shopper is only 1% of the total of all new and resale home sales in the U.S. Who says? Industry stats \u2013 National Association of Home Builders (NAHB), Manufactured Housing Institute (MHI), Manufactured Housing Association for Regulatory Reform (MHARR) and National Association of Realtors \u00ae (NAR).<\/span><\/span><\/p>\n

Here is a powerful consumer testimonial video.<\/span><\/span><\/p>\n