SALES
CHANGING OUR IMAGE... and the Power of Retail
by John Ace Underwood
H
Here are some facts that we in the factory-built housing industry simply cannot escape. First, we have never built a better-looking product. One only has to tour the homes at our trade shows to know this. Second, we literally OWN the words “affordable housing”. No one fills the American Dream of homeownership for less than we do. The question that begs to be asked is why, then, do we still only represent 10% of all new housing starts? For the moment, setting aside the most common answers, which is the availability of financing and zoning, and all that these entail, let’s look at the impact that our image has on this percentage. Few would argue that our industry suffers greatly from the perception the general public has of us and the homes we offer. All too often we look to manufacturers, or national and state associations to address this problem. In doing so, those who retail manufactured homes, be that on dealerships or in communities, fail to recognize the power they have in forming public perception and general opinion. Everything the manufacturer builds into their homes in terms of quality and structural integrity must be communicated to the customer by the retailer and its sales team. Otherwise, the consumer will be unable to see the value. All of the options and upgrades a manufacturer offers to make their homes look spectacular can be entirely negated at the retail level. A highly effective retailer, a great product presentation by one enthusiastic salesperson, can sell homes that may not »
86 | MARCH / APRIL 2020 • MHINSIDER.COM
