Like many young newlyweds in the south, my first homeowner\u2019s experience was a brand new “double-wide” manufactured home.\u00a0 In the mid to late 1990\u2019s, owning a home was considered a \u201cright of passage\u201d and I was thrilled that my (now former) husband and I were able to accomplish this goal before the age of 25.\u00a0 Unfortunately, it wasn\u2019t long before my enchantment with my new home was overshadowed by the negative stigma associated with manufactured housing.\u00a0 Feelings of pride diminished as references of \u201ctrailer,\u201d \u201ctornado magnet\u201d and \u201ccheap housing\u201d were made.<\/p>\n
My employment in the retail division of the industry made me fully aware of the truth, but social misconceptions fueled by the media and peer snobbery made me feel slightly ashamed and inadequate.\u00a0 It did not matter that our home included a two car garage, concrete sidewalks, large front porch, and back deck that wrapped around an above ground swimming pool.\u00a0 Society deemed that we lived in a “trailer.”<\/p>\n
Years later, when presented with the opportunity to use the equity towards the purchase of a ranch style brick home, we did not hesitate to complete the transaction.<\/p>\n
In keeping with the comedic southern tradition of a “mobile home” being lost in a divorce, the division of property resulted in my retention of the brick home which was worth substantially more than the purchase amount.\u00a0 Of course, the large down payment was made possible only by the appreciation of value and subsequent equity in the manufactured home.\u00a0 The home deemed \u201csecond class\u201d by society was the only thing that enabled my family to afford a socially acceptable conventional house.\u00a0 How\u2019s that for ironic?<\/p>\n
Maslow\u2019s hierarchy of needs tells us that the first level of human requirements is basic biological needs \u2013 food, clothing, and shelter.\u00a0 This level of hierarchy is followed by safety needs: belongingness, esteem and self actualization needs.\u00a0 In short, people need to feel a connection with others and want to be accepted in society.\u00a0 Self esteem needs are fulfilled through social approval and recognition.\u00a0 The intrinsic need to feel a sense of pride is one of the most motivating and influential factors of decision making.\u00a0 It is also a necessary component for fulfilling the basic needs of human behavior.\u00a0 Yet, the feeling of pride about living in a manufactured home is often swayed by inaccurate perceptions and negative stigmatization.<\/p>\n
As productive members of society, we work hard to provide necessities for our families.\u00a0 As parents, we strive to provide a better life for our children than what we experienced.\u00a0 The misconceptions about manufactured housing certainly impact our children.\u00a0 After all, who wants \u201clittle Johnny\u201d to get off the school bus among whispers that he lives in a “trailer park?”\u00a0 Or for \u201clittle Suzy\u201d to get overlooked for the cheer-leading squad because her parents are \u201ctoo poor to live in a real house\u201d” It does not matter that \u201clittle Johnny\u201d lives in a well kept community with paved roads, maintained yards, enhanced safety through resident screening and visual appeal or that \u201clittle Suzy\u201d lives in a brand new “double wide” that was chosen because the floor plan meets her family\u2019s needs.<\/p>\n
Social acceptance and pride often trump logic.\u00a0 Even though it is logical and practical for consumers to choose manufactured homes, the misconceptions and negative stigma can influence how consumers view themselves and their abilities to provide for their families.<\/p>\n
How can the industry convince consumers that living in a manufactured home will fulfill the need of self affirmation (i.e. pride)?<\/p>\n
What strategies can be developed to reverse the negative stigmatization?<\/p>\n
The obvious answer is to change the image of the industry, but that battle cry has only gathered a small portion of the troops.\u00a0 Despite the significant changes of the last two decades, the consumer\u2019s perception of the product has not changed.<\/p>\n
Instead of trying to reinvent the image, perhaps the industry should modify its approach to the consumer.\u00a0 A collective voice wields more power than an individual voice.\u00a0 Create a venue that will fulfill the human needs of belongingness and esteem.\u00a0 Involve homeowners by providing a way for them to connect with others that share the same interests and lifestyles, thus creating a feeling of belonging and acceptance.\u00a0 Follow in the footsteps of other industries by changing the image through consumer participation.<\/p>\n
For example, people of retirement age are no longer viewed as \u201ctoo old to do anything.”\u00a0 Instead, thanks in part to the work of AARP, retirees are able to enjoy an enhanced quality of life that includes a wide range of benefits, products and services.<\/p>\n
Another example is the insurance industry.\u00a0 For a small annual fee of $35, members of Farm Bureau Insurance receive benefits such as reduced premiums, discounts on cell phone packages, rental car discounts, access to community room, personalized tax preparation and a monthly magazine full of useful information and ideas.\u00a0 Insurance is no longer viewed as a hassle, but as a worthwhile investment in which some of the benefits can be enjoyed without reporting a loss.<\/p>\n
Would creating an alliance of manufacturers, retailers, suppliers, service providers, and homeowners be the change needed to turn the industry around?\u00a0 It is certainly has potential.\u00a0 As a former manufactured home owner, single parent, community member, and consumer I would definitely pay $36 a year to belong to a group that shared interests, understood issues and validated my housing decision.\u00a0 It is a small price to pay in order to help fulfill the need of pride and acceptance.<\/p>\n
The industry players are not the only stakeholders that see the need for an image change.\u00a0 The stakeholder with the most power to make the change is the homeowner.\u00a0 It\u2019s time to give them a voice and the tools necessary to make the change.<\/p>\n
Having been in the manufactured housing industry for about a decade, I sincerely appreciate the invitation to attend the webinar regarding the MH Alliance\/Phoenix Project.\u00a0 The opportunity provided a wealth of information, including possible resolutions for challenges facing the industry.<\/p>\n
Speaking as an MBA moving towards a PhD, from an academic perspective, the MH Alliance<\/a> identifies the gaps in current system processes and offers a holistic resolution.\u00a0 The plan is set up to include not only retailers, manufacturers, suppliers, and finance providers, but the group that holds the most power and has the most vested interest \u2013 HOMEOWNERS!<\/p>\n As a marketing instructor, I like the outreach involving every facet of the industry, so the MH Alliance will have the ability to turn this industry around!<\/p>\n For years, industry experts have attempted to improve the image of manufactured housing.\u00a0 While significant improvements in products and processes have been made, consumer awareness and education has faltered.\u00a0 The collective power of the MH Alliance can certainly change the image of the industry and product, thus making it a contender for a consumer\u2019s FIRST choice in housing, not the last choice.\u00a0 Great job Tony and all those on board to promote the MH Alliance\/Phoenix Project <\/a>theme! # #<\/p>\n (Editor’s Note<\/em><\/strong><\/span>: All links in this article were provided by MHProNews.com for context to Ms. Tyler’s article. Here is a link to some recent feedback on the MH Alliance by more Industry pros. manufacturedhomepronews.com\/grass-roots-industry-turn-around-plan-gains-momentum\/<\/a>)<\/p>\n Lisa Tyler, MBA Like many young newlyweds in the south, my first homeowner\u2019s experience was a brand new “double-wide” manufactured home.\u00a0 In the mid to late 1990\u2019s, owning …<\/p>\n
\nWalden University
\nPlanning a doctoral dissertation on manufactured home marketing and image.<\/p>\n","protected":false},"excerpt":{"rendered":"