Issue link: https://read.dmtmag.com/i/562838
SEPTEMBER 2015 20 THE JOURNAL BY BRUCE SAVAGE COMMUNICATIONS CONSULTANT The Ever-Important Link: Information This is the first column that I have ever penned for the JOURNAL under my own name and I want to say a special "thank you" to Jim Visser for this opportunity. You see I have "ghosted" as MHI's Vice President of Communications many of the JOURNAL columns by the various presidents of the Manufactured Housing Institute over the years. Now that I'm no longer at MHI, and serve as a communications consultant to the manufactured housing industry and non-industry clients, I guess I'm now free to offer my professional opinions un- restrained. One of the things that I have learned during my years as a writer and advocate is to write and talk about what you know and have experienced both professionally and personally. And the subject I'm going to tackle today in this first column is the issue of whether or not the manufactured housing indus- try needs to develop and launch a national image enhancement campaign designed to educate, in- form and persuade consumers of the advantages that today's homes represent? Would such a cam- paign serve a real interest and spur greater home sales across all regions of the country and market sectors? A Little Perspective Back in 1985 (where does the time go?) I was looking for a weekend/vacation home along the shores of Delaware. Living in Washington, D.C., Delaware offered a convenient beach resort lifestyle perfectly tailored to my desires a mere three hours away. Considering myself a fairly smart shopper, I gathered information from a wide variety of homes available in the Delaware region. I then reasoned that a methodical check of these various home op- tions would help fill out my knowledge base so I could make a rational decision. What I found upon starting my search was a be- wildering assortment of homes, condos, apart- ments, and types of homes described as single-family manufactured homes (some organized into communities and others located on their own land in more rural areas). I contacted various sales offices and realtors and was quite surprised by sticker shock. This search was not going to be easy or cheap. Fortunately, at one local eatery, I sat next to a nice man who easily introduced himself as a man- ufactured housing retailer. After some talk about the local real estate market, he offered to show me some of his new homes going into a new develop- ment. Coming from the South, I soon picked up on what he was talking about, I commented "thanks, but I am not looking for a 'mobile home' or a 'trailer park.'" Again, after some good jokes and snide comments, this gentleman convinced me to give him a chance and come see his homes first- hand. After about an hour of looking at these homes, I could see that my stereotypes and negative per- ceptions did not do these new manufactured homes justice. Beautiful interiors, modern appliances, striking exterior designs and community services and amenities made these homes a really attractive alternative to the many other available home choices. And at very competitive prices! A Done Deal The bottom line was that I signed on the dotted line and was the proud owner of a "double wide" multi-section home in a new community being de- veloped, offering an array of amenities and serv- ices that out competed anything else I had seen. Approximately one month later my new home was delivered and sited and I was becoming a happy weekender on the shores of Delaware. It proved to be a great home with three bed- rooms, modern kitchen, living/dining room combo, two baths, and a large beautiful screen porch overlooking a marina. My neighbors were primarily like myself (weekenders) along with a healthy dose of retirees (former executives enjoying retirement or school teachers stretching their hous- ing dollars). People were incredibly friendly and outgoing and soon my new friends in Delaware out- numbered those back in metropolitan Washington. I knew that I had made a good decision and was ever so fortunate to have met my retail friend, who showed me the "ropes" to buying a manufactured home, Skipping Forward No w jump forward a couple of years and I'm being interviewed for the position of senior com- munications officer for the Manufactured Housing Institute, the national trade association for the manufactured housing industry, located in Wash- ington, D.C. During the interview with MHI's president, he began explaining to me what manu- factured homes are, how they are built in a factory setting, and the tremendous advances being made in them. At that point, I stated rather proudly, "I know I already own one." The expression on his face was somewhat startled as he stated, "We don't often get many people here in D.C. who know our homes." Needless to say, I got the job! Over the next 16 years, I became quite familiar with our homes and a strong advocate for what manufactured homes offered to American families seeking quality, safe affordable homes. Yet there were many challeng es in confronting all the nega- tive stereotypes and misperceptions out there in the housing marketplace. Lack of adequate informa- tion and a willingness to address these negatives continued to hold the industry back. While many manufacturers and state housing associations did attempt to address them, the efforts were too scat- tered and did not build the cohesive and persua- sive campaign needed to effectively move the image forward. From my own personal perspective, that retailer who approached me was a critical element in get- ting my attention and helping me better understand what a modern manufactured home offered to me. Without that connection, I wonder if I would have moved forward with my buying decision. Since that encounter with that retailer many years ago, there has bec ome more and more con- fusion and less and less opportunity to help people better recognize the many advantages and opportu- nities available with manufactured homes. The more that this industry can do to highlight these strengths and benefits to the millions of Americans like myself, the more we as an industry can grow. It doesn't have to be an expensive proposition for the industry to take full advantage of its inherent market strengths…I'll lay out some new methods to move forward on this front in my next column. Bruce Savage is a national communications consultant to both for-profit and non-for-profit clients around the country. He formed Savage Communications Strategies five yeas ago to as- sist these clients with innovative approaches to challenging communications situations. He also recently formed www.AmericanHousingAdvocates.com with Suzanne Felber to highlight on new social media how manufactured homes offer tremendous opportunities to millions of Amer- icans seeking quality housing at affordable prices. Savage served for more than 16 years as the vice president of communications for the Manufactured Housing Institute and he continues to work with manufactured housing industry members with various types of communications and marketing programs. He can be reached at 202-664-4512 or bruce@savagestrategies.com. T J