{"id":1608,"date":"2011-04-10T23:25:15","date_gmt":"2011-04-11T04:25:15","guid":{"rendered":"http:\/\/www.mhmarketingsalesmanagement.com\/blogs\/tonykovach\/?p=1608"},"modified":"2011-04-11T20:52:45","modified_gmt":"2011-04-12T01:52:45","slug":"%e2%80%9cdont-show-this-to-warren-buffett-%e2%80%9d-the-latest-manufactured-housing-news-and-commentary","status":"publish","type":"post","link":"https:\/\/www.manufacturedhomepronews.com\/masthead\/%e2%80%9cdont-show-this-to-warren-buffett-%e2%80%9d-the-latest-manufactured-housing-news-and-commentary\/","title":{"rendered":"\u201cDon&#8217;t Show this to Warren Buffett&#8230;\u201d the latest Manufactured Housing News and Commentary"},"content":{"rendered":"<p>The <strong><em>Business Insider <\/em><\/strong>headline <em>\u201cDon&#8217;t Show this to Warren Buffett&#8230;\u201d<\/em> was just one of many private or public messages that came into my email in the days following the IBISWorld Report that forecast the manufactured housing dealer as a &#8216;dying industry.&#8217;\u00a0 Many calls came in on this and related topics in recent days as well.\u00a0 Is this report and our latest drop in shipments on manufactured housing industry professionals\u2019 minds?<\/p><div id=\"manuf-2513163283\" class=\"manuf-content manuf-entity-placement\"><script async src=\"\/\/pagead2.googlesyndication.com\/pagead\/js\/adsbygoogle.js?client=ca-pub-3870480136270376\" crossorigin=\"anonymous\"><\/script><ins class=\"adsbygoogle\" style=\"display:block;\" data-ad-client=\"ca-pub-3870480136270376\" \ndata-ad-slot=\"\" \ndata-ad-format=\"auto\"><\/ins>\n<script> \n(adsbygoogle = window.adsbygoogle || []).push({}); \n<\/script>\n<\/div>\n<p>You bet.<\/p>\n<p>Last week, Thayer Long sent a message to manufactured housing state execs and the Manufactured Housing Institute (MHI) Board of Directors with a copy of <a href=\"http:\/\/www.mhmarketingsalesmanagement.com\/featured-articles\/april-2011\/1552-ibis-report-on-dying-industries-misses-the-mark\">Paul Bradley&#8217;s insightful IBIS Report analysis<\/a>.<\/p>\n<p>Retailer <a href=\"http:\/\/www.mhmarketingsalesmanagement.com\/blogs\/industryvoices\/ibis-report-and-the-manufactured-housing-retailers-future-2\/\">Doug Gorman<\/a> and manufacturer Otis Orsburn have also sounded off on this manufactured home news topic on our <a href=\"http:\/\/www.mhmarketingsalesmanagement.com\/blogs\/industryvoices\/\"><em>Industry Voices<\/em><\/a><strong> <\/strong>Guest Blog.<\/p>\n<p>Off our site, George Allen and commentary on LinkedIn is ongoing regarding the causes of the Industry&#8217;s downturn and what manufactured housing Industry professionals plan to do about it.<\/p>\n<p>We will bring you a story soon with exclusive quotes from Thayer Long at MHI and Danny Ghorbani from MHARR (Manufactured Housing Association for Regulatory Reform) on this topic of IBIS and the latest drops in Industry sales levels.<\/p>\n<p>For the moment, let me echo a statement made by one leader who said that we believe in the future of our Industry.\u00a0 <a href=\"http:\/\/www.mhmarketingsalesmanagement.com\/\">MHMSM.com<\/a> believes in the future of this industry, too!<\/p>\n<p>We also believe ignoring the facts can be done only at our own peril.<\/p>\n<p style=\"text-align: center;\"><strong>It is at least as important to work for pro-growth efforts to <\/strong><\/p>\n<p style=\"text-align: center;\"><strong>promote our Industry as it is to <\/strong><\/p>\n<p style=\"text-align: center;\"><strong>defend the Industry from legislative issues such as the <\/strong><\/p>\n<p style=\"text-align: center;\"><strong>SAFE Act or Dodd-Frank.<\/strong><\/p>\n<p>In fact, arguably, the pro-growth efforts can help fund efforts such as getting needed change with respect to SAFE or Dodd-Frank.\u00a0 Our great nation repealed slavery and prohibition; surely we can pull together enough to get a regulatory climate that fosters business and job growth while protecting consumers.<\/p>\n<p>The IBISWorld report puts the media&#8217;s role regarding our Industry on center stage.\u00a0 IBISWorld has successfully used the media to cast more doubt over manufactured housing.\u00a0 This poses two questions:<\/p>\n<p>1.\u00a0\u00a0\u00a0 How can we get more favorable media coverage for manufactured housing?<\/p>\n<p>2.\u00a0\u00a0\u00a0 How can we get the media to use proper terminology that doesn&#8217;t sound like a put down every time they report on our Industry?<\/p>\n<p>These will be some of the topics covered in the <a href=\"http:\/\/mhmsm.com\/engaging-the-media\"><strong><em>Engaging the Media<\/em><\/strong><\/a> panel discussion in Las Vegas on April 28th. \u00a0 For those going to MHI&#8217;s Congress in Vegas, we hope you will plan to attend this crucial topic of <strong><em>&#8220;Engaging the Media&#8221;<\/em><\/strong> &#8211; because it impacts every business in our Industry multiple times a year.\u00a0 We may also present that topic in Tulsa the following day.<\/p>\n<p>For you and your area, the lessons from <strong><em>Engaging the Media<\/em><\/strong> could be a nascent precursor to a national image and educational effort for the manufactured housing industry.\u00a0 <strong>Private companies <\/strong>and <strong><a href=\"http:\/\/www.mhmarketingsalesmanagement.com\/associations-directory\">associations<\/a> <\/strong>can work together to engage the media to successfully advance the Industry&#8217;s image and thus manufactured home sales results.<\/p>\n<p>Thayer Long is correct in saying that attendance and factory orders from shows at Louisville, Tunica and sign-ups for the <a href=\"http:\/\/www.mhmarketingsalesmanagement.com\/calendar\/953-2011-national-congress-expo\"><strong><em>Congress<\/em><\/strong><\/a><strong><em>, <\/em><\/strong><a href=\"http:\/\/www.mhmarketingsalesmanagement.com\/homexpo-2011\"><strong><em>PMHA&#8217;s HOMExpo 2011<\/em><\/strong><\/a> in York PA and the <a href=\"http:\/\/www.mhmarketingsalesmanagement.com\/the-great-southwest-home-show\"><strong><em>2011 Great Southwest Home Show<\/em><\/strong><\/a> in Tulsa OK are all positive signs.<\/p>\n<p>Information I&#8217;ve seen indicates that the <a href=\"http:\/\/www.mhmarketingsalesmanagement.com\/the-great-southwest-home-show\"><strong><em>2011 Great Southwest Home Show<\/em><\/strong><\/a> registration is running well ahead of last year.\u00a0 Attendance was good at Louisville and Tunica, and is expected to be good for <a href=\"http:\/\/www.mhmarketingsalesmanagement.com\/homexpo-2011\"><strong><em>HOMExpo 2011<\/em><\/strong><\/a> in York PA as well.<\/p>\n<p>After a long night, any sign of dawn&#8217;s first light is anxiously awaited.\u00a0 That is human nature. \u00a0We want to see positive signs where we can find them.<\/p>\n<p>But unlike dawn or the seasons, <em>business results can be influenced! <\/em><\/p>\n<p>Sales results can be measured &#8211; but also increased &#8211; through sound analysis, planning and follow through.\u00a0 Shows and educational efforts are tools to boost business that we believe in.<\/p>\n<p>What is critical is that we not get bogged down in politics or bickering that fails to advance our personal, professional, business or broader Industry advancement and growth.<\/p>\n<p>Every manager or executive is held accountable for RESULTS.\u00a0 Should we not hold ourselves and others accountable as well for getting results?<\/p>\n<p>George Allen and <a href=\"http:\/\/www.mhmarketingsalesmanagement.com\/blogs\/industryvoices\/ibis-report-and-the-manufactured-housing-retailers-future-2\/\">Doug Gorman<\/a> come from different parts of the MH Industry world.\u00a0 Each has won their share of awards, and each has professionals who cheer for their positive efforts.\u00a0 Entirely unbeknownst to each other, <a href=\"http:\/\/www.mhmarketingsalesmanagement.com\/blogs\/industryvoices\/ibis-report-and-the-manufactured-housing-retailers-future-2\/\">Doug<\/a> and George decided this weekend to include in their writings musing about &#8216;conspiracy theories&#8217; regarding the Industry&#8217;s downturn.\u00a0 Each has a different take, George on his Community-Investor Blog and <a href=\"http:\/\/www.mhmarketingsalesmanagement.com\/blogs\/industryvoices\/ibis-report-and-the-manufactured-housing-retailers-future-2\/\">Doug<\/a> on our <a href=\"http:\/\/www.mhmarketingsalesmanagement.com\/blogs\/industryvoices\/ibis-report-and-the-manufactured-housing-retailers-future-2\/\"><strong><em>Industry Voices<\/em><\/strong><\/a> Guest Blog.<\/p>\n<p>Quoting in part from George&#8217;s Blog post earlier today:<\/p>\n<p><em>\u201cIt\u2019s the well known but embarrassing phenomenon of self \u2013 immolation (Webster: as in \u2018killing oneself \u2013 or industry \u2013 as a sacrificial victim\u2019). In the case of manufactured housing, this self \u2013 defeating state of affairs is characterized by \u2018resistance to change\u2019 (e.g. Like automobile plants, we count our \u2018shipments\u2019, not homes \u2018sold\u2019, &amp; cling to vestigial trade lingo like it\u2019s Biblical writ); greed (e.g. Think, \u2018Bigger boxes = bigger bucks!\u2019); and, frequent lack of product (installation) responsibility (warranty) once the house leaves the factory (e.g. Remember \u2018DAR\u2019? It\u2019s the industry\u2019s continuing mantra, in some circles, as in \u2018Drop (that house) And Run!\u2019). <\/em><\/p>\n<p><em>&#8220;And there\u2019s more. How \u2018bout cyclic short term abuses of chattel and realty finance sources, followed by reaping self \u2013 sacrificial long term consequences of going without (e.g. Only 50,000+\/- new HUD Code homes \u2018shipped\u2019 during years 2008, 2009 &amp; 2010)? <\/em><\/p>\n<p><em>&#8220;Of course, there\u2019s also the perennial, not \u2013 so \u2013 private, lobbying \u2013 defeating, internecine squabbling between our national advocacy trade bodies inside the Washington, DC beltway. Will it ever end? <\/em><\/p>\n<p><em>&#8220;Plus, landlease (nee manufactured home) communities are not without blame! Too many still deserve to be viewed as nothing more than \u2018trailer parks\u2019, awash with negative societal mores and perpetuating a very poor public image of an otherwise desirable, affordable lifestyle. \u00a0And in the same breath, do we dare mention the nefarious (in some eyes) or business risk \u2013 mitigating (in other eyes) practice of \u2018churning\u2019 our (property owner) self \u2013 financed homeowner\/rental homesite lessees? And the list goes on\u2026.<\/em><\/p>\n<p><em>&#8220;Is there a solution? I believe there is. But we need a charismatic, respected, well known, successful businessman or woman leader, to step forth and publicly announce, <strong>\u2018The HUD Code manufactured housing industry is at an impasse! And if we\u2019re to move forward together, and profitably, during the next decade, we\u2019ve simply got to Get Our Act Together, the sooner the better!\u2019&#8221;<\/strong><\/em><\/p>\n<p>(Editor\u2019s Note: The wording quoted above is copied verbatim from <a href=\"http:\/\/community-investor.com\/blog\/?p=128\">GFA&#8217;s blog<\/a>,\u00a0 but paragraph spacing and bold emphasis are ours).<\/p>\n<p>Let&#8217;s sum up.<\/p>\n<p>Here are our links to the IBIS related stories and blog posts on our site:<\/p>\n<ul>\n<li><a href=\"http:\/\/www.mhmarketingsalesmanagement.com\/featured-articles\/april-2011\/1552-ibis-report-on-dying-industries-misses-the-mark\">Paul Bradley<\/a><\/li>\n<li><a href=\"http:\/\/www.mhmarketingsalesmanagement.com\/blogs\/industryvoices\/ibis-report-and-the-manufactured-housing-retailers-future-2\/\">Doug Gorman<\/a><\/li>\n<li><a href=\"http:\/\/www.mhmarketingsalesmanagement.com\/blogs\/industryvoices\/the-death-of-an-industry-or-not\/\">Otis Orsburn<\/a><\/li>\n<li><a href=\"https:\/\/www.manufacturedhomepronews.com\/ibisworld-forecasts-more-doom-and-gloom-for-manufactured-housing.php\">Daily Industry Business News<\/a><\/li>\n<li><a href=\"http:\/\/www.mhmarketingsalesmanagement.com\/downloads\/articles\/1104\/bradley-ibis-report-dying-industries.pdf\">our download on the IBIS report<\/a><\/li>\n<\/ul>\n<p>Industries are made up of thousands of businesses and professionals.\u00a0 The presence of big players in our Industry is a good reason for us to continue to believe in our Industry.\u00a0 The presence of far more &#8216;mom and pop&#8217; independents who are hanging in and working hard to effect their own turn around are good reasons to believe that we can individually respond to local trends and opportunities. But we do have to be willing to change and adapt to the times.\u00a0 Failure to change and adapt in positive ways will mean that more retailers, communities, manufacturers and others fall by the wayside.<\/p>\n<p><strong><em>Business Insider&#8217;s<\/em><\/strong><em> \u201cDon&#8217;t Show this to Warren Buffett&#8230;\u201d? <\/em> Come on.\u00a0 <em>IBISWorld Report?<\/em> Come on.\u00a0 They may get some attention and headlines. \u00a0But do not let those self-serving naysayers get you down.<\/p>\n<p>If we don&#8217;t get <em><a href=\"http:\/\/www.mhmarketingsalesmanagement.com\/featured-articles\/april-2011\/1543-the-manufactured-housing-rut\"><strong>stuck in a rut<\/strong><\/a>,<\/em> we can move ahead.\u00a0 Ideas like <a href=\"http:\/\/www.mhmarketingsalesmanagement.com\/featured-articles\/april-2011\/1553-a-look-at-randy-rowes-5-point-plan-for-manufactured-housing-industry-recovery\"><strong><em>Randy Rowe&#8217;s 5 Point Program<\/em><\/strong><\/a> for the Industry&#8217;s turn around are important concepts for us to consider.<\/p>\n<p>Let&#8217;s sum up:<\/p>\n<p><strong> <\/strong><\/p>\n<ul>\n<li>Educational efforts (inside and outside) our industry are of value.\u00a0 Association and other events and shows can be a very useful part of this process.<\/li>\n<li><a href=\"http:\/\/www.mhmarketingsalesmanagement.com\/the-great-southwest-home-show\">MHAO<\/a>&#8216;s and <a href=\"http:\/\/www.mhmarketingsalesmanagement.com\/homexpo-2011\">PMHA<\/a>&#8216;s promotional efforts such as their public days in their respective home shows are useful tools to show the public at large that today&#8217;s manufactured homes are a quality, safe, durable energy saving home value, with the ability to attract both &#8216;entry level&#8217; and &#8216;upscale&#8217; home customers.<\/li>\n<li>There is a need to boost business and our public perception.\u00a0 Some of this can come through\u00a0<a href=\"http:\/\/www.mhmarketingsalesmanagement.com\/engaging-the-media  \"><strong><em>Engaging the Media<\/em><\/strong><\/a>. \u00a0if you are planning to be in Las Vegas for MHI&#8217;s Congress, \u00a0please plan on attending this workshop and panel discussion.<\/li>\n<li>There should be accountability for results.<\/li>\n<\/ul>\n<p>The bottom line?<\/p>\n<p>We need to be willing to change where and as needed, or risk becoming the dinosaurs that the IBISWorld Report predicts we will become. Let&#8217;s make the IBISWorld Report and dropping industry shipment numbers the wake up call to change what and as needed. # #<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The Business Insider headline \u201cDon&#8217;t Show this to Warren Buffett&#8230;\u201d was just one of many private or public messages that came into my email in the days following the IBISWorld Report that forecast the manufactured housing dealer as a &#8216;dying industry.&#8217;\u00a0 Many calls came in on this and related topics in recent days as well.\u00a0 &hellip;<\/p>\n<p class=\"read-more\"> <a class=\"ast-button\" href=\"https:\/\/www.manufacturedhomepronews.com\/masthead\/%e2%80%9cdont-show-this-to-warren-buffett-%e2%80%9d-the-latest-manufactured-housing-news-and-commentary\/\"> <span class=\"screen-reader-text\">\u201cDon&#8217;t Show this to Warren Buffett&#8230;\u201d the latest Manufactured Housing News and Commentary<\/span> Read More \u00bb<\/a><\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","footnotes":""},"categories":[5073],"tags":[858,859,860,18,698,126,861,153,526,869,870,863,247,482,36,3,864,356,807,51,865,37,866,486,867,868,606,98,533],"class_list":["post-1608","post","type-post","status-publish","format-standard","hentry","category-news-analysis","tag-2011-great-southwest-home-show-in-tulsa-ok","tag-business-insider","tag-community-investor-blog","tag-danny-ghorbani","tag-dodd-frank","tag-doug-gorman","tag-engaging-the-media","tag-george-allen","tag-hud-code","tag-hybridcore-homes","tag-ibisworld-report","tag-industry-voices-guest-blog","tag-l-a-tony-kovach","tag-linkedin","tag-manufactured-homes","tag-manufactured-housing","tag-manufactured-housing-association-for-regulatory-reform-mharr","tag-manufactured-housing-industry","tag-manufactured-housing-institute-mhi","tag-manufactured-housing-news","tag-media-coverage","tag-mhmsm-com","tag-otis-orsburn","tag-paul-bradley","tag-pmhas-homexpo-2011-in-york-pa","tag-randy-rowes-5-point-program","tag-safe-act","tag-thayer-long","tag-warren-buffett"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>\u201cDon&#039;t Show this to Warren Buffett...\u201d the latest Manufactured Housing News and Commentary - Masthead L. 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