Marketing Plan Would Reintroduce Homes, Help Overcome Stigma

Setting up a manufactured home in the parking lot of a big-box retailer like Target, Costco or Ikea is not a new idea, but a presentation at the recent meeting in Washington of the Urban Land Institute Manufactured Housing Communities Council adds some additional components that may help go beyond pushing new homes.Lauren Shippy, Kendra Brill and Susan Gargano at Creative Haven Media & Marketing, a seven-year old company with 14 associates in Cherry Hill, NJ, took some time to explain their idea. They have used personal experience in the industry, combined that with marketing and branding tactics and have built a universal plan that would reintroduce the public to manufactured homes and address some of the ongoing stigma that comes with them. Theirs is a three-pronged approach that includes 1) marketing, media, advertising and public relations, followed by 2) the actual display of a manufactured home at a big-box retailer, and then 3) seminars and other activities that would be mutually beneficial actions to address hurdles in specific regions, such as zoning and financing. Read the full report.

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