Issue link: https://read.dmtmag.com/i/76207
home – have had to move market perceptions and sentiments in their favor. They have had to come to understand these ten traits about their markets and buyers: 1. Buyers are fickle – they can turn for you or against you in an instant; 2. Buyers follow the crowd; 3. Buyers don't believe what you tell them (unless they wantto…) 4. Buyers will believe what you show them – if you show them what they want; 5. Buyers believe what they read or see on TV…exceptfor advertisements, 6 Buyers trust what their peers tell them – word of mouth is still the best marketing; 7. Buyers 'feel' first and 'think' second; 8. Buyers want to believe that the most at- tractive option is the best value; 9. Buyers can't be argued with and won't be challenged; 10. Buyers canbe persuaded. The reason that the topic of 'industry ex- tinction' came up on that LinkedIn chat roomis that there hasn't yet emerged an industry-wide strategy to address how to engage buyers and turn their perceptions. As buyer's perceptions THE JOURNAL The Magazine for Manufactured & Modular Housing Professionals $4.2M207MLoan Approval By HUD HUDMulti-Family Staff pre-approves loan for refinancing and re- habilitation of first m/h land lease community in 20+ years at concept meeting in the Seattle office on June 20th. The new loan will provide $4.2m in funding from a private lender for a resident owned cooper- ative located on popular Bainbridge Island in Puget Sound. Additional documentation will be processed by staff for Initial Endorsement in a few months This recent approval will be turning the m/h community's world on its head with the resumption of the little used FHA207m 40 year, non-recourse loan program for a longer loan amortization, and a new low interest rate to pay off their existing debt and provide up to 90% of costs for new acquisition and development or badly needed repairs. EdwardHicks, President of Consultants Resource Group, Inc. and a well known manufactured housing industry consultant said "The FHA207m loan guarantee program for funding by private lenders was created by Congress to encourage new m/h land lease (mobile home park) community development. In addition, it assures existing communities may qualify for up to 90% loans for refinancing existing debt and provide funds for modernization and other necessary community capital needs". Consultants Resource Group, Inc., with offices in the Tampa Bay area, has provided marketing, product structure, and economic con- sulting services nationwide form/h community owners, investors, and developers since 1981 Information on the program basics may be found at: www.fha207M.com and www.HUD.gov turn, so will our industry. Again, if you're waiting for the home man- ufacturers to take the lead on this, then you're already too late – they're doing their job. It's up to those of us on the front lines to pick up the pace and take decisive action to turn nega- tive perceptions into reasons to buy our homes now. Now, I'm not going to leave you hanging on this. Next month I'll share 10 Steps to Changing Buyer Perceptions – actions that retailers, salespeople and community operators can take to turn those negative perceptions on their ear! T J Scott Stroud helps manufacturers; retailers and commu- nities better tell their story and communicate their bene- fits to buyers. He is the co-founder of BuilderRadio.com and Q3 Marketing, teaches and advises on sales, mar- keting automation, nurturing programs and social media, and offers sales and marketing coaching through The Selling More Homes Academy. Contact Scott at sstroud@builderradio.com, or call 606-677-0447. journalmfdhousing.com our website Circulation statistics, plus more. tel: 706-655-2333 news@journalmfdhousing.com Quick, Neat, Inexpensive Permanent, Safe Revolutionary Flex-Mend Flex-Mend,a mending product that matches the appearance and texture of bottom closure materials used by most manufacturers in the mobile home industry today. Flex-Mend currently meeting all requirements for use as bottomboard by the mobile home indus- try. It has been solid-coated with specially formulated high tech adhesive, and has an easily removed paper release liner. It goes on like a band-aid! visit Visit our website. You can view our current issue, download our media package and subscription form, see our Editorial Calendar and *Free Shipping Flex-Mend™ is now available in 28" wide by 25', 50' & 100' rolls (233 sq. ft.) or in convenient tape form 4" x 180 feet or 6" x 180 feet. For the name of your nearest distributor call 1-800-462-1775 No. 13 on Get It Quick Page AUGUST 2012 21 THE JOURNAL