Issue link: https://read.dmtmag.com/i/267025
MARCH 2014 20 THE JOURNAL Louisville, Tunica and Las Vegas - Why They Are Important To You BY SCOTT STROUD MARKETING CONSULTANT "No man is an Island, entire of it self; every man is a piece of the Continent, a part of the main." - John Donne, 1624 That can be said of your business, too. None of us are in this business alone. If you feel you are, then the fault lies with you, not the industry, because there is a major move to- ward sharing, collaboration and cooperation that's taking hold across the country. These three major industry events are evidence of that. In January about 2,500 of you - street deal- ers and community managers alike - braved the cold to join together in Louisville, KY. Why? Many were there to do business. Manufactur- ers came in force with 48 homes finished and furnished on the show floor, and orders were taken at a brisk rate. But there was more. The four educational seminars that were of- fered there in Louisville were greeted with standing-room-only crowds. Serious issues were discussed - how to thrive under Dodd- Frank; strategies for improving sales; how to ad- dress market perceptions as an industry to elevate our industry and attract more and bet- ter residents and buyers. These discussions were NOT mere lectures; they were interactive conversations among peers where positive ideas were shared that benefited and inspired all in attendance, myself included. Even more such sessions are planned for the Tunica show this month, as well as the MHI Congress and Expo at the end of April in Las Vegas. So, if you think these shows are just for dealers or manufacturers, think again. They are for you and how you can improve and in- crease your business. One seminar in Louisville struck a particular cord with me. The presenter asked the ques- tion, "What would it do for our industry if every one of us shared our most positive stories in one place that received full industry support and that could be shared with prospective buyers and residents? How would that change or en- hance the image of factory-built homes for all of us?" Just posing the question prompted a lively discussion and a sharing of ideas among the 200+ in the room. It was really inspiring to see. If you were there, you know. If you weren't, then you missed something really special. (Again, Tunica is another opportunity for you to not only attend, but participate.) Had you been there, what would you have contributed to the conversation? What can you share - experiences; photos; buyer profiles - that show that manufactured and modular homes have transcended the old image issues and are a serious alternative to conventional homes or apartments? Really, I'm interested in know- ing; share your comments with me and I'll make sure they get included in the bigger conversa- tion. (Email sstroud@builderradio.com.) The Homes Equally inspiring were the homes on display. I've been involved in homebuilding since 1974 with both site built and factory built homes. I've been active in the National Association of Homebuilders and the Building Systems Coun- cils for nearly two decades. And I can say with conviction that the homes you sell are second to none and offer the very best value available. The homes on display in Louisville - and that will be shown again in Tunica, are proof posi- tive of that fact. The International Builders' Show, Las Vegas This is the biggest event in housing, and most of you missed it. Why? The most obvious reason is that it you don't think of it specifically as a manufactured housing show. You're right; it's not. It's the show that deals with everything that has to do with hous- ing... and you: new home marketing and sales; green and energy efficient building; community development; 50+ and aging in place; housing projections and statistics; and of course, prod- ucts and services that apply just as much to you as they do for any conventional builder. And most of you missed it. But not all of you. Kevin Flaherty, with Champion Homes, is a regular at this show, and has served as the chairman of the Building Systems Councils, NAHB's factory-built housing group. I also bumped into Mike Sullivan and Steve Lefler, with Modular Lifestyles, on the show floor. These industry leaders 'get it', they understand that they are in the housing business, not just the manufactured housing business. Sure you have issues that are unique to you MH, but there are more and larger issues that affect the entire housing industry. With that in mind, join your local home- building association. Become involved in help- ing your site-built peers address common issues. Let them know who you are and what value you bring to the housing industry, and to them in- dividually. Network with the builders and Re- altors that are active in your area. You might just be surprised at how your perspective grows - and how your business will benefit. More Opportunities to Engage In the remaining three quarters of this year, you're going to have multiple opportunities to engage in the housing discussion, to participate in the issues that affect housing, and to lend your voice to the discussions. Perhaps the next occasion will be the Tunica, MS Manufactured Housing Show, where you'll be right at home \ 21