The home has a hitch. It’s set up on blocks. There are wooden shims, much like those found under millions of manufactured homes. Helen’s home is a rectangle, a box. The deck is big, but there are plenty of those found on thousands of manufactured homes.
So, what is it about this video that has drawn over a million views in under 3 weeks?
Answer. For starters, it’s not a manufactured home. It’s not a mobile home. It’s a ‘tiny house.’ The name – the branding – has clearly made a difference.
Note: that doesn’t mean that the industry should run away from the name ‘manufactured home.’ It does mean that others have defined that, and it is time to make it cool, much like tiny houses are seen as hip and cool.
The Video and Report Reveal Opportunity
Don’t miss a moment of the video of Helen and her tiny house, or miss a word of this report. Why?
Because if you catch it all, you’ll likely be blown away at the superior value of a manufactured home compared to Helen’s nice, but outrageous, tiny house.
But that – WOW! You’ve got to be kidding! – will happen ONLY occur if you check it all out. Our publisher and consultant, L. A. ‘Tony’ Kovach has said that the industry needs to do three things: unbrand, rebrand, and brand. All three are needed, not just one.
When you watch the video, and you ‘step’ inside Helen’s ‘tiny house,’ the producer had a magical musical melody begin to play.
The unit itself, says the owner, is equal to a 10’x26’ feet (260 square feet, but she said that in meters). That means it is smaller than the size of the smallest HUD Code manufactured home that regulations permit (which by code can be no smaller than 8’x40’ or 320 square feet).
Some points from the video to note:
1) The video isn’t done by Helen, the home owner, it’s done by a third-party.
2) The video is an interview and doesn’t just talk about the tiny house itself.
3) Note too that the length of the video production – over 16 minutes – doesn’t keep people from watching this vid. While it is true that shorter videos may get more views, it’s also possibly a case of circling thinking. Videos are made shorter, because those who make them believe that’s what works, so there are more of them. Recall that The Verge’s production called the future of housing – their modular home design and living videos series – aren’t 2, 3, or 5 minute videos either. The Verge’s videos are heavily viewed, compared to those by the Manufactured Housing Institute, or even many done by Clayton Homes’ contracted production company.
Check out the video, if only to realize:
- The business development principles our consultant teaches are grounded in reality, not fantasy, and have worked for those who use them.
- What’s obvious – based upon the latest new manufactured home shipment report – is that what the industry at large and its ‘leaders’ are doing isn’t working. That’s no mean spirited, that’s just reality. If the truth offends some, they need to deal with it.
- Rather than industry pros and investors enabling the same mistakes, over and over, isn’t it time to do what’s proven to work for others?
Manufactured housing professionals must define themselves well, or others will define you and your operation, often to your own detriment. Tiny houses – like this one – are ‘sold’ as cool, and so people see them as ‘cool.’ This video ROMANCES this tiny house.
Manufactured home companies can do the same, with the right elements of marketing, sales, and follow up put into practice.
Sorry, big boys, but the industry is sadly failing at touting its amazing value. That’s what the drop in shipments should tell industry companies of all sizes.
Does your operation need help? Want more sales, happier customers, more referrals? Then call ‘Tony your marketing Tiger’ at 863-324-4090, or tony@MHMSM.com. That’s “Industry News, Tips, and Views Pros Can Use” © where “We Provide, You Decide.” © ## (News, analysis, commentary.)
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Submitted by Soheyla Kovach to the Daily Business News for MHProNews.com.
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