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Start-up says 80% of its Facebook ad clicks came from bots –


Must read if you intend to spend money on Facebook advertising. Let the professionals at Manufactured Home Source help you with any and all of your Internet Marketing needs…we can help you sell more manufactured homes and bring residents to your mobile home park, land-lease community.



Start-up says 80% of its Facebook ad clicks came from bots –

HR 3849 Preserving Access to Manufactured Housing Act

HR 3849 protects against the loss of some 20,000-25,000 jobs, promotes new jobs as a
modest industry rebound is underway and protects the home values of some 9-10 million
residents of 4.4 million pre-HUD Code mobile and manufactured homes. In brief,
here below are some facts and why this bill is needed.
First, this bill has bi-partisan support.
Further, Barney Frank’s office has advised the Manufactured Housing Institute (MHI)
that he will not oppose changes to SAFE and Dodd-Frank, as they recognize that the
unintended consequences of the law currently will adversely impact millions of home
owners and cause about about half of all new personal property lending to vanish.
60% of all Manufactured Housing loans today are personal property (home only, or socalled
‘chattel’ loans). The cost of originating and servicing a personal property loans is
about the same for a $30,000 home loan as a $230,000 house loan. So it is clear that
the business math means that a low dollar value loans will not be economically viable
for a lender – and thus won’t be made – once Dodd-Frank is fully implemented by the
Consumer Financial Protection Bureau (CFPB).
This means current home owners with low value homes will watch their home’s value
plunge, and/or will limit their resale options should they need or desire to refinance,
move or sell.
Since every new manufactured home built represents one full time job, the failure to
pass the bill will cost 20,000 to 25,000 jobs, and will hamper manufactured housing’s
current recovery, which is creating new jobs.
Testimony before Congress has underscored these points, that perhaps half of all personal
property loans will vanish once Dodd-Frank and SAFE are fully implemented.
This means that 4.4 million mobile homes (defined here as a style of factory built homes
constructed on or before June 14, 1976 that are shipped on a permanently attached
frame) and manufactured homes (defined under federal law as factory-built homes built
to the federal HUD Code that went into effect on June 15, 1976) with a value under
$30,000 will be adversely impacted.
The vast majority of those millions of threatened home owners don’t yet know of the
looming impact, but should Congress fail to act, they will no doubt discover this reality
that hard way.
Thus the need for Congress to act as rapidly as possible to avoid the above consequences
is necessary. Thank you for your support of this bi-partisan effort.

SOURCE: Manufactured Home Marketing Sales Management

Why Build a Factory-Built Home?

The factory system combines engineering know-how and factory production methods to design and build efficiently and with greater quality control. When done properly, the efficiency results in lower costs and the quality control results in a better product.

Building a factory-built home will normally save you time compared with building a conventional site-built house. Saving time on construction not only saves money, it also reduces the stress involved in home building. The faster you build your home, the sooner you will be able to enjoy it and dispense with the worries and preoccupations of construction.

Manufacturers of prefab homes are usually able to build new house plans more affordably than custom stick builders, for the same kinds of reasons that automobile manufacturers are able to build a new car for far less than a mechanic could build the same car in his garage. They include:

*Volume purchases of materials, which allows modular manufacturers to secure significant discounts.

*Lower labor costs: Experienced factory workers are well paid, with good benefits, but they do not command the wages paid to professional carpenters, plumbers, electricians, and painters.

*Assembly-line efficiencies: Organizing the construction process with inventory controls, power tools and equipment, and quality-control systems enables the factory crews to produce a home with greater efficiency than a handful of construction workers building in the field.

*Less material loss: Inclement weather does not damage the materials.

*Less pilferage and vandalism: Factories are easier to secure than building sites.

*Less waste: By working with standardized dimensions, modular manufacturers are better able to make optimal use of materials and avoid waste.

When a manufacturer is building without a backlog, it can deliver a house five weeks after the customer has finalized the plans and obtained a building permit and financing. The general contractor begins the site work and completes the foundation while the manufacturer is building the house. If the house is small, uncomplicated, requires little on-site construction, and the GC is not too busy, it will be completed in about three weeks. Adding these two time frames together, a prospective homeowner can plan to move into the house eight weeks after finalizing the preliminary steps.

These are just some of the advantages enjoyed by factory-built home owners. Check back with us, as we will blog about other advantages in the future.


In the face of today’s challenging economy, the need for quality, affordable housing has never been greater. Today’s manufactured homes can deliver outstanding quality and performance at prices ranging from 10 to 35 percent less per square foot than conventional site-built homes. These savings allow more and more americans to own their own home, even in the face of an ever-widening housing affordability gap.

The affordability of manufactured housing can be attributed directly to the efficiencies emanating from the factory-building process. The controlled construction environment and assembly-line techniques remove many of the problems encountered during traditional home construction, such as poor weather, theft, vandalism, damage to building products and materials, and unskilled labor. factory employees are trained and managed more effectively and efficiently than the system of contracted labor employed by the site-built home construction industry.

Much like other assembly-line operations, manufactured homes benefit from the economies of scale resulting from purchasing large quantities of materials, products and appliances. manufactured home builders are able to negotiate substantial savings on many components used in building a home, with these savings passed on directly to the homebuyer.

Today’s manufactured homes have experienced a major evolution in the types and quality of homes being offered to buyers. Technological advances are allowing manufactured home builders to offer a much wider variety of architectural styles and exterior finishes that will suit most any buyer’s dreams, all the while allowing the home to blend in seamlessly into most any neighborhood. Two-story and single-family attached homes are but two of the new styles being generated by factory-built innovation. as a result, today’s manufactured homes are offering real housing options for the neglected suburban and urban buyers.

At the same time, greater flexibility in the construction process allows for each home to be customized to meet a buyer’s lifestyle and needs. Interior features now include such features as vaulted ceilings and working fireplaces to state-of-the-art kitchens and baths, giving the homebuyer all the features found in traditional, site-built homes. enhanced energy efficiency in manufactured homes, achieved with upgraded levels of insulation and more efficient heating and cooling systems, provide another source of savings for homeowners, especially in this era of rising energy costs. smart buyers are turning to EnergyStar-labeled manufactured homes for substantial savings in many aspects of owning and operating home.

Technological advances, evolutionary designs, and a focus on delivering quality homes that families can afford are the driving forces within the manufactured housing industry. That’s why more people are turning to manufactured housing to deliver homes that fit their needs and wants, at prices they can afford!

Depending on the region of the country, construction cost per square foot for a new manufactured home averages 10 to 35 percent less than costs for a comparable site-built home.

Independent appraisal studies confirm that manufactured homes can appreciate in value just like other forms of housing.

Built for Quality:

All aspects of the construction process are controlled.

The weather does not interfere with construction and cause delays.

All technicians, craftsmen and assemblers work as a team and are professionally supervised.

Inventory is better controlled and materials are protected from theft and weather-related damage.

All construction materials, as well as interior finishes and appliances, are purchased in volume for additional savings.

Cost of interim construction financing is significantly reduced or eliminated.

All aspects of construction are continually inspected by aprofessionally trained third-party inspector.


Floor plans are available that range from basic to elaborate. These include vaulted or tray ceilings, fully-equipped kitchens, walk-in closets, and bathrooms with recessed tubs and whirlpools.

A variety of exterior siding is available, including metallic, vinyl, wood, or hardboard. In some cases, homebuyers can also opt for stucco exteriors.

Homes have pitched roofs with shingles and gabled ends.

Design features such as bay windows are available.

Awnings, patio covers, decks, site-built garages and permanent foundations often are available as upgrades.

The home can be customized to meet the needs of the consumer.


The building materials in today’s manufactured home are the same as those used in site-built homes.

The homes are engineered for wind safety and energy efficiency based on the geographic region in which they are sold.

Manufactured homes are among the safest housing choices available today due to federal laws requiring smoke detectors, escape windows, and limited combustible materials around furnaces, water heaters and kitchen ranges.

Properly installed homes can withstand 120-130 mph 3-second gust winds in areas prone to hurricanes.

This information is courtesy of the Manufactured Housing Institute Quick Facts 2011

Are your prospective homebuyers finding you on the Internet?

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by derrick @ 11:35 am on March 13, 2012

As I travel around the country educating organizations on how to fill their pipeline with prospective homebuyers and implementing a sound business process to make sure they take those prospective homebuyers through their home buying journey, it amazes me how many companies don’t have a comprehensive, targeted Internet marketing strategy to make sure their prospective homebuyers are finding them on the Internet. The objective of any marketing campaign is to attract qualified potential buyers to your company. A key component of this is to be where the qualified potential buyer is looking. With 87% of home buyers using the Internet in their home buying process (National Association of Realtors’ 2008 “Profile of Home Buyers and Sellers”), it is imperative you have a comprehensive, targeted Internet marketing strategy to make sure you are where people are looking. While most of these organizations have websites, their websites are often lost in all the noise of the World Wide Web. I hear it all the time, “We have a website, we have the Internet covered”, and my very next question to them is, “where does your website come up on major search terms for our industry that will bring you prospective homebuyers in your market?” In most cases, the reality is they are not placed very high, prospective homebuyers are not finding them, and they are not reaching their entire market. In fact, they are losing sales to competitors who are and have a comprehensive, targeted Internet strategy. This article will first discuss how prospective homebuyers find you on the Internet and then discuss what your best and most economical strategy is to make sure you are capturing as much of your home buying market as possible.

So how do people find you on the Internet? Search engines, and there are many available for people to choose from. Google and Yahoo are the two biggest with Google comprising of 70% of the market and Yahoo 15%. Together they make up 85% of all searches done on the Internet. Once a prospective homebuyer enters a search engine such as Google, they are prompted to do a ‘keyword combination’ search for what they are looking for, for example “Manufactured Home Dealers”. When the search is entered, the search engines return any websites they identify as relevant for the keyword combination. Your goal is to come up as high on the search engine results as possible, ideally #1 and at the very least, front page exposure for any term that will attract a prospective homebuyer in your market. While in theory this seems easy, it can get complicated when you are a manufactured home dealer in Hammond, LA and a keyword combination search such as “Manufactured Home Dealers” can capture the interest of the prospective homebuyer who is interested in purchasing a home in Monroe, MI just as easily as the prospective homebuyer who is interested in purchasing a home in Hammond, LA. On top of that, when the keyword combination search “Manufactured Home Dealers” is conducted on Google, Google identifies over 340 million websites relevant to that keyword combination. Having your organization stand out over the 340 million other websites can be daunting, expensive, difficult, and time-consuming. In addition, there are no guarantees you will see results with any of your efforts as there are 340 million other websites trying to accomplish the same thing you are. It simply doesn’t make sense to spend the time, money, and effort to get to the top of searches that encompass your prospective homebuyer market yet expand way beyond it.

What is your best strategy to make sure you are capturing as much of your home buying market as possible? The most economical and useful way to fully market your organization on the Internet is to have your own website cover specific terms to your home buying market such as “Manufactured Home Dealers in Hammond, LA” or “Oak Creek Homes in Hammond, LA” and use an Internet listing service like that already has an established presence on all the major search engines for factory-built housing terms including many of the broader terms like “Manufactured Home Dealers” or “Manufactured Home Communities”. This two pronged approach really allows you to spread as wide of a marketing net as possible while making the most of your marketing dollars. This is especially true when your only cost to use an Internet listing service such as is when a prospective homebuyer contacts you that is interested in your homes/community.

Having a website is great, but if you don’t have a comprehensive, targeted Internet marketing strategy to make sure your prospective homebuyers are finding you on the Internet you are losing out on sales. By strategically optimizing your website to improve the way a search engine ranks your website in specific searches such as “Manufactured Home Dealers in Hammond, LA” or “Oak Creek Homes in Hammond, LA” and by using an Internet listing service that already has an established presence on all the major search engines for factory-built housing terms for the terms that include but expand beyond your prospective home buying market, your organization can capture as much of your prospective home buying market as possible while significantly improving the quality and quantity of your Internet leads.

Manufactured Home Source can help you make the most out of the Internet. Let’s talk…

What are the top Manufactured and Mobile Home Manufacturers?

Manufactured Homes are built by a variety of manufacturers ranging from small, independent producers of highly customized modular homes to large publicly-traded manufactured home manufacturers.

Some of the largest manufactured home builders include:

•Champion Homes
•Fleetwood Manufactured Homes
•Clayton Homes
•Cavalier Homes
•Skyline Homes
•Palm Harbor Homes
•American Homestar
•Fairmont Homes
•Patriot Homes
•Horton Homes
•Southern Energy Homes
•Liberty Homes
•Cavco Homes
•Jacobsen Homes
•Manufactured Housing Enterprises

In addition there are many smaller manufacturers of homes ranging from compact park model homes to multi-story modular homes that would be at home in any neighborhood in the country. The list of manufactured home manufacturers is in flux as the industry goes through a period of consolidation; to find the home manufacturer that is right for you, take your time and research the wide variety of options available. Start by searching on Google and Yahoo! but also plan on visiting manufactured home retailers and factories and walking through a number of different models to find the factory-built home that is perfect for you!

Are Green Manufactured Homes and Modular Homes available?

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by derrick @ 2:03 pm on March 6, 2012

Green building is a hot topic today for a number of reasons. Rising energy costs are making home efficiency more important for the average consumer. Increasing concern and awareness of environmental impacts including global warming are increasing consumers’ interest in reducing their “footprint” on the planet and its resources. Additionally, the Federal government as well as many State governments are offering incentives that make going “green” even more affordable.

Regardless of your motivation for researching green building, Manufactured and Modular Housing fits naturally into the overall green building paradigm. Homes built in a factory have some natural advantages over traditional “site-built” homes. A factory is able to use materials much more efficiently than a construction crew at a building site. Cuts of raw materials such as lumber, drywall, paint, wiring, plumbing and insulation can be planned more efficiently and left-over materials can be reused, repurposed or recycled rather than simply sent to the landfill as waste. Also, in a climate-controlled factory setting, materials are not exposed to the elements as they frequently are at job sites which often results in materials being rendered unfit for the builder’s needs and therefore landfill-bound. According to the National Association of Home Builders the typical 2000 sq. ft. site-built home generates about 8000 pounds of waste. Modular Home and Manufactured Home factories are able to reduce that waste by 50 to 75%. A home built in a modern manufactured or modular home factory is also likely to last longer than site-built homes in the event of natural disaster, saving both human as well as materials costs. For example, modern factory-built homes are being used to rebuild devastated areas of the Gulf Coast. Built to withstand winds in excess of 200 miles per hour, these homes will outlast nearly any site-built homes. Finally, the materials used in a factory are delivered in large, efficient deliveries rather than the many small trips to the local hardware or lumber supply company and back that are typical of a site-built home-building project. This saves in materials costs as well as transportation costs and impact.

A more recent development in factory-built homes’ “green” evolution is the establishment of green-building certification programs including the EnergyStar™ and CertifiedGreen™ programs. EnergyStar™ is a nationally recognized, voluntary labeling program designed to identify and promote energy-efficient products, new homes and buildings to consumers and business owners across the United States. Initiated by the US Environmental Protection Agency (EPA) in 1992, EnergyStar™ is now a joint effort of EPA and the US Department of Energy. EPA is responsible for administering the EnergyStar™ label for homes. An EnergyStar™ qualified home is significantly more energy efficient in its heating, cooling, and water heating than a comparable standard code home. This increased level of energy efficiency can be met using standard technologies and manufacturing practices by successfully integrating three key home components:

* An energy-efficient building envelope (e.g., effective insulation, tight construction, and high-performance windows).
* Energy-efficient air distribution (e.g., airtight, well-insulated ducts).
* Energy-efficient equipment (e.g., space heating, space cooling, and hot water heating).

Each EnergyStar™ qualified home can keep 4,500 lbs of greenhouse gases out of our air each year. And because homes have such long life-spans, this environmental benefit lasts for many, many years. (Source:

The CertifiedGreen Modular Home Program™ was established by the Systems Building Research Alliance in conjunction with the National Modular Housing Council, modular homebuilders and other stakeholders as a green building and certification program for modular homes. Key features of the CertifiedGreen Modular Home Program™ include:

* Only producers of modular homes and their affiliated builders can participate in CertifiedGreen. The program is designed to take advantage of the resource efficiencies and quality control methods inherent in modular building
* The requirements for CertifiedGreen homes are based on the National Green Building Standard (NGBS). The NGBS was developed by the International Code Council in cooperation with the National Association of Home Builders.
* To achieve CertifiedGreen designation, plants and builders must work together to demonstrate that the home and the site contain a combination of green features, or measures, from six categories: Lot Design, Preparation and Development; Resource Efficiency; Energy Efficiency; Water Efficiency; Indoor Environmental Quality; and Building Operation, Maintenance and Education.
* CertifiedGreen homes must comply with the requirements of the national ENERGY STAR program. Energy efficiency is a linchpin of green and ENERGY STAR is the best guarantee of consistent superior energy performance.
* CertifiedGreen offers four levels of compliance: Bronze, Silver, Gold and Emerald, providing modular companies and their builders opportunities for qualifying homes with greater “green” content.
* Modular manufacturers must be certified by an independent third-party “Certifier” to build CertifiedGreen homes. Routine production is monitored by the plant’s own in-house quality control staff.
* While the plant is certified to routinely construct homes that are both CertifiedGreen and ENERGY STAR, there is no equivalent certification for the builder. Rather, each home is approved in the field by an independent third-party “Verifier” retained by the builder.
* A completed and qualified CertifiedGreen home has a Designed to Earn CertifiedGreen label, two EnergyStar™ labels, an EnergyStar™ Home Certificate and a CertifiedGreen Home Certificate.

Modular companies interested in building CertifiedGreen homes should visit for more information.

In addition to the obvious benefit of reducing our impact on the planet, building “green” can provide financial benefits to the consumer. Energy efficient homes use substantially less energy for heating, cooling, and water heating-delivering $200 to $400 in annual savings. Over the life of a home this can add up to tens of thousands of dollars saved. Also, by choosing an energy-efficient home you will have a higher likelihood of finding a good buyer when the time comes to sell your homes.

Federal and State governments offer a number of incentives to encourage consumers to choose environmentally friendly homes as well. The number and variety of incentives for EnergyStar™ factory-built homes is on the rise. Many utilities and state agencies are turning to financial incentives as a way to promote efficient construction. An array of tax credits, sales tax reductions, rate discounts and direct payments are being offered from coast-to-coast for both HUD-code and modular homes. Most programs provide a direct cash payment to the factory builder, retailer/dealer or homebuyer, often with the purchase of an EnergyStar™ home. Amounts vary, but most incentives are between $400 and $750, although with several programs the benefits reach well beyond $2,000, frequently in the form of a tax reduction. These are in addition to the $1,000 per home federal tax credit available to manufactured home producers through 2008. See for more information.

Four Common Problems with Internet Lead Handling and Sales Processes

By Chad Carr, Rainmaker Consulting

I am excited about the opportunity to write for this website because I see so many misconceptions about Internet Leads and how they fit into a company’s marketing and sales process.

As a consultant to Housing Retailers for almost twenty years, I have been in hundreds of dealerships. In almost every one of those dealerships there has been a need to improve the process sales people use for handling leads, especially Internet leads.

When I first met the principals at, I was very excited about their ability to deliver Internet Leads to a dealership. But it quickly became apparent that even dealers with a good sales process in place had no idea what to do with Internet leads.

It is not unusual for a salesperson to come up to me at a dealership when the boss isn’t around and start complaining about the stack of garbage leads he is supposed to be working from the Internet. In most of these cases, it takes only a little bit of questioning to identify why the salesperson has this attitude. I can promise you it is never that the Internet Leads weren’t actually good leads.

Let me share a few reasons for these negative attitudes:

Age – In sales there is a saying, “The older they are the colder they are”. Why would anyone think its okay to let Internet Leads sit around for days before we get back to them?

Research shows that customers will lose 50% of their interest in a company or product within 3 hours of their initial inquiry. Yet, as an industry, we average five days before getting back to an Internet lead. That’s terrible.

If a salesperson is handed leads that are old, they are going to be disappointed when they call those leads. Likewise, if they are handed new leads and sit on them for a few days, they will not be happy with their results when they finally do get around to calling.

This makes total sense. If I left you a phone message asking you to call me about the product you are selling and you waited several days before you called me, you would expect the cold shoulder from me. Don’t let this happen to you – call your Internet Leads as fast as possible.

Wrong Expectations – Many times when salespeople call Internet Leads they have the expectation they will be talking to someone who is ready to buy a house.

This can happen, but more often than not, Internet Leads are contacting dealers very early in their decision making process. If you suddenly move into the selling mode with someone you have never met and who is not ready to be sold, you are going to put them off.

As strange as this might sound, the number one thing customers are looking for on the Internet is someone with whom they can build a relationship. Your job as a salesperson is to develop a relationship with that lead first. Selling them a house will come later, but only if you have a good relationship.

Lack of Training – Almost everyone agrees it is important to train salespeople. Dealers send salespeople to factories to gain product knowledge; they send them to sales training to learn a sales process; they may even do some basic telephone skills work with them. However, dealers almost never invest any time or money to train their sales people what to do with an Internet Lead.

For example, if you are responding to an Internet Lead, it is likely you will have to write e-mail. Have you been trained on how to write a good e-mail? Do you know what to include and what to leave out of these e-mails? Do you now how to use the spell check and grammar check features of your e-mail system?

With the Internet, dealerships have a completely new way of collecting and communicating with leads. Dealers need to invest in training their people on how to use this new tool to build relationships and make sales.

Lack of a Process – If a sales manager hands a salesperson a stack of leads and says “See what you can do with these” the whole endeavor is going to be doomed. Every dealership needs to have a written and well-designed process for handling Internet Leads.

This process needs to address how quickly you will respond, how often you will respond, what you will do if the customer doesn’t return your calls, how you will answer the question “What’s the price” and much, much more.

A lot of my work these days is centered on helping dealerships put together an effective process for working with Internet Leads and then training their people how to use that process.

I will try to share some of that information through this blog, but if you would like to get started with your process, I would recommend coming to my free webinar entitled, “Unlocking the Secrets of the Internet”. Send an e-mail to and I will let you know when the next webinar will be held.

Chad Carr is the President of Rainmaker Consulting, a second-generation family business that provides Retail Management Software and Consulting Services for the Housing, RV and Trailer markets.

Rainmaker works with dealers ranging in size from five to six people up to some of the biggest and most well recognized names in the industry. For more information about their services, visit their web-site at or contact Chad at (800) 336-0339 or

10 Easy Tips to Help you Purchase a Manufactured Home

So, you’ve decided you’d like to buy a manufactured or modular home, or perhaps you are considering retiring to a manufactured home community in warmer climates. This list of 10 easy steps should serve as an outline for this process and guide you through your journey.
1. Amenities. Whether you are looking at homes in mobile home parks or at manufactured and modular home dealers, make a list of ‘must haves’, ‘would like to haves’, and ‘can live with outs’. This will help prioritize what is important and either rule in or out a home model or a manufactured home community. This list may include things like a porch, mud room, or pitched roof for homes; or age restricted, family oriented, or proximity to work, school, the beach, etc. for communities as well as community amenities like playgrounds, swimming pool, etc.
2. Research the product. You are looking for a home that you will be living in for years to come, be sure you are happy with it. Using your list of amenities, research the manufacturers and models available, or manufactured home communities that are out there. Be sure to read reviews and evaluations from current and past owners, check the Better Business Bureau and other online resources to see if there have been any complaints filed against the manufacturer or community owner. Also, a good manufactured home dealer or community should have a website that gives you in-depth information about their organization.
3. Location. After you research the manufactured homes and modular homes that are out there, move on to the next phase of finding out where that home or community is available. Make a list of the availability, starting with the closest, it will help in the next phase of research.
4. Get your credit score. At this point you need to get your finances in order, and see what you will need in the way of loans. Manufactured home dealers and communities typically have resources for getting the pre-approval process started.  It is a great courtesy to the sales person to know what your price range is before you shop through homes.
5. Zoning/CCR issues. For example, if you intend to add a garage or a storage shed, will this be allowed? Many manufactured home dealers are also builders or can work with builders to add amenities to your home.
6. Research the dealers or communities. Look for customer testimonials, check their website, and again check the Better Business Bureau and other online resources to see if there have been any complaints filed and remember a good manufactured home dealer or community should have a website that gives you in-depth information about their organization. Also, meet a manager.  Sales persons will not be your contact after the purchase.  Management provides services beyond the home sale.  They are your best resource to learn about a manufactured home community because they work with the residents on a daily basis.
7. Visit the location. After youve done the initial research and made the list of potential dealers or communities, get out and take a drive. Visit the locations anonymously. Get a feel for the business, see how helpful the staff is, what the community looks like, etc. Take notes. At this point, tell them you are just browsing and avoid the hard-sell. Do this for all of the potential business that can cater to your business and compile your notes.
8. Lot Rent / HOA or other dues/fees. If you are purchasing a home in a land-lease community, be sure you are aware of what the lot rent fee is, as well as any Home Owner’s Association fees and what is included in them, for example, water, garbage, pet fees, etc.
9. Find a financial institution. Once you’ve decided what you need for financing, make a list of institutions that can help, and be sure that the dealers or communities on your short list are able to work with that institution. If it is difficult to get this done, don’t fear! Many manufactured and modular home dealers and communities have in-house financing or relationships established with other financing sources. You need to be honest with yourself, and find the best solution for you.
10. Insurance rates/availability. Be sure to have your insurance in place before the home is delivered, or you take ownership.
With a background in print advertising and marketing, Derrick Hachey now has over 10 years experience assisting clients in increasing brand and product awareness. He is currently a member of the team which was formed in 2003 by experts in Internet Marketing who share the common goal of harnessing the power of the Internet to more efficiently connect potential home-buyers with dealers and communities in the factor-built housing industry across the country. Focused solely on Internet Marketing and how it can benefit the Manufactured Housing Industry for the past 3 years, Derrick has a keen insight into the strategic importance of the Internet as an essential sales and marketing tool.

Are You Ready for the January Effect?

Are You Ready for the January Effect?

The term “January Effect” is used to describe the tendency of the stock market to stage a rally in the month of January every year. The most common theory to explain this is that investors frequently sell stocks at the end of the calendar year for tax reasons and then start buying again in January thus creating increased demand. Did you know that there is a January Effect for certain website traffic as well? Why is there a January Effect for some websites and what can you do to be prepared so that you can benefit from it as much as possible?

The January Effect is very evident in Manufactured and Modular Housing website traffic. Analyzing the top factory-built housing websites in terms of traffic, we see an average increase in visitors per month of about 50% from December 2009 to January 2010. Why is this? It makes sense if you think about what people are focused on that time of year: the holidays. In contrast to websites that are focused on manufactured homes and modular homes, sites that attract gift buyers, like, and, saw an average decrease in their traffic of about 40% over the same time period. So our prospective buyers are pre-occupied with shopping for gifts, attending parties, visiting with friends and family and all of the things that make the holidays so wonderful, so they are not thinking about buying homes as much. Then the holidays pass and suddenly there is a lot of pent-up demand. At the same time the holidays remind us of change, the passage of time and the desire to improve our situations, hence the tradition of New Year’s Resolutions. For a lot of people, even if it’s not their New Year’s Resolution, one thing that they desire to improve about their lives is their home. This might mean upgrading to a bigger home to accommodate a growing family or down-sizing into a simpler living situation for empty-nesters. All of this leads to a huge spike in traffic to websites relating to manufactured homes and modular homes in January.

Regardless of the cause, the January Effect is important to keep in mind as the New Year is approaching. What can manufactured home and modular home professionals do to capitalize on the January Effect? The first thing to keep in mind is that, regardless of the January Effect, if prospects can’t find you then they can’t become customers. As with the rest of the year, you need to make sure that prospects can find you on the Internet through your own website’s placement and, more importantly, through highly placed directory websites like which likely receives many times more visitors than your own website. Are you already listed on highly trafficked industry-relevant websites? If not, now is the time to get listed so that all of the prospects who are going to begin their home-buying process in January have the opportunity to contact you. Secondly, you will want to make sure your website is up-to-date and ready to deliver prospects the information they want and to capture prospect’s contact information. Are the information, pictures, inventory, phone numbers, email addresses and specials listed on your website current? Is the design compelling, current and attractive? Your website is the face of your business to the modern world and if it is not appealing, prospects will be turned off. Finally, you need to make sure that your staff is prepared. If your staff suddenly finds themselves getting twice as many prospects contacting them as they are currently, will they be able to handle it? Do you have good prospect follow-up and tracking procedures in place? If not, now is the time to look into training them and implementing a CRM solution like or Rainmaker.

The January Effect presents us with a great opportunity to increase our sales in the year ahead. Take some time to make sure that your business is well-positioned to take advantage of this opportunity!

Drew Peters is the founder and CEO of Manufactured Home Source, the factory-built housing industry’s leading internet marketing website. Formerly a Program Manager with Microsoft Corporation, he holds a BSE in Computer Science & Engineering and a BA in Philosophy from the University of Pennsylvania. He can be reached at drew at

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