Make Your Home Listings Stand Out with Caption Lines

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September 12, 2017

Today we are going to highlight a special feature on MHVillage home listings. In fact, the importance of this feature is sometimes overlooked. Today we will discuss Caption Lines. We’ve written about them before, and once again wanted to point out this marketing tool.

Caption Lines are one extra line of text that appears in the search results on Featured or Premium MHVillage listings. This line of text appears in the search results, along with the thumbnail photo and basic information about a home. Of course, you have the Description section of a listing for details about the home. Caption Lines are just a snippet of text, designed to grab the buyer’s attention and encourage them to read more.

The Caption Line is the text in red, “GREAT LOCATION ACROSS FROM THE CLUBHOUSE.” Every Featured or Premium listing will let you add this custom text. It is important to realize that this text can be a powerful tool. This is your opportunity to specifically highlight something about the home that would catch a buyer’s attention.

Here are some additional examples of Caption Lines:

Notice that the first and second home listings have Caption Lines, while the third does not. The first two expressly point out information to the buyer. In one case, the home seller is letting the potential buyer know this home is furnished. (That could be a special draw to vacationers, for example.) The second home listing makes sure to highlight the lower price and the location of the home. In other words, these two listings are calling out important information.

On the contrary, the third home listings is missing a Caption Line. Even though it is an option with their marketing package, they chose not to use it. We would consider this a missed marketing opportunity.

How to Write Great Caption Lines

The first thing to remember is that facts are not important with this tag line – you want EMOTION. Look at the following three ideas:

Pristine view of Mt. Rainier
Waterfront property with excellent bass fishing
Remodeled kitchen with top-quality cabinets

Each caption sparks interest and invites the home buyer to learn more.

As can be seen, Caption Lines are a fantastic sales tool. From time to time, however, we occasionally see sellers duplicate the home information in their Caption Line. Here is an example:

The Caption Line simply states the name of community – as you can see, that is already on the home listing. A better use of this space would be to highlight something specific in order to encourage a buyer to click on the listing and learn more.

As shown above, a properly written Caption Line can be a powerful tool.

Please note that URLs, (i.e. website addresses,) email addresses, and phone numbers are NOT allowed in the listing caption, and will be removed. (There are other fields available for you to enter this information.)

In short, when listing your manufactured and mobile homes on MHVillage, you need to be using this feature. Questions? Contact the Customer Service Team – we are here to help!

FMHA Calls for Information After Irma

By

Patrick Revere

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September 12, 2017

FMHA Calls for Information After Irma to Connect Resources to Areas of Need

Hurricane Survivors Florida — USCG Search & Rescue Team in Jacksonville

Manufactured home communities in the path of Hurricane Irma have experienced varying degrees of damage and flooding, and the Florida Manufactured Housing Association has put out a request for information that can bring resources to people in need and tell the stories of storm survivors.

“We’re still trying to assess the extent of the damage. We’re getting varied reports all over. There’s a lot of damage in the Keys and up the west coast and into Tampa,” FMHA Executive Director James Ayotte said. “The east coast has a lot of flooding from storm surge, if not damage from the wind.”

Hurricane Irma Makes Landfall Sunday Morning

Hurricane Irma made landfall in South Florida on Sunday morning. Power is out to more than half of the state residents. Flooding and property damage is widespread for home owners.

Ayotte said FMHA is organizing a crew to fly over the region and will document the area’s condition.

A Continued FMHA Call for Information After Irma

Meanwhile, the association would like to hear from homeowners and residents who need help, or have resources to provide, and also would like to document how the storm affected individual manufactured homes.

Rescue Workers in South Florida — USCG Search & Rescue Team in Hastings, Fla.

“We’re open for business, and working with state and federal entities to get the aid people need,” Ayotte said. “If people need assistance, please contact us and we can accommodate that. We have members who have inventory, with homes and sites that are available right now.”

Many Floridians are stranded or isolated for a variety of reasons, including communication and infrastructure disruptions, as well as because of health or socio-economic challenges. So, FEMA, the U.S. Coast Guard and other state and national recovery teams have been working round the clock to lend assistance.

“As an industry, it’s of great interest to us how manufactured homes, particularly the ones built since 1994, are holding up,” Ayotte said. “We want the stories, we want people to share with us what they’ve experienced.”

Individual residents and community owners/managers should call FMHA at (850) 907-9111 to report the condition of homes, share experiences from Hurricane Irma, as well as to express any needs or ideas for providing relief.

MHVillage Community Data Report

By

Ellie Walker

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September 12, 2017

MHVillage offers a Community Data Report by State!

The Community Data Report has information from MHVillage, with a database of more than 36,000 communities nationwide, and the Manufactured Housing Institute’s Community Attributes System (MHICAS).

This report includes locations, rents and year-built; all in a downloadable spreadsheet.

Additionally, the Community Data Report lets you add customized information. Choose to include everything from phone numbers, site counts, and vacant sites to age or pet restrictions.

As a result, prices vary based on which details you want to include. The cost of reports will also vary from state-to-state.

What Benefits Come from a Community Data Report?

We have found there is a range of professionals regularly ordering community data reports in an effort to maintain awareness and update their information about communities in our industries.

This information is useful for investors, companies looking to purchase communities or companies that offer services to communities. If you manage your own community, this product offers you a look at your local market, which can provide valuable insight when it comes to effectively managing and marketing in our industry.

If you are looking for reports that are more detailed and/or customized we recommend contacting Datacomp Appraisal’s JLT Market Reports.

We also offer a sample report right on our webpage for you to view/download, ensuring the information is presented in a clean and efficient format for your internal use.

If you have any additional questions or need more information, give us a call or email at feedback@mhicas.org today. We have staff members on hand that are ready to help!

The Frog Reduces Time, Energy Expended to Pour Concrete Pads

By

Patrick Revere

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September 12, 2017

New Product Replaces Mud Buckets,’Gas Caddy’

Joe Frisina developed a product that leaps into action when a need arises to pour concrete pads, piers or other kinds of foundation concrete.

The Frog attachment for concrete came about to meet the Frisinas’ needs, in moving and setting homes for the family business, RoMar Homes. After using it for a while, the inventors came to understand how helpful it could be to other professionals who need to pour concrete pads.

“We were pushing wheelbarrows around like most other people who do this,” said Frisina, who co-owns Frog Attachments with his father and brother, both named Dominic. “That’s slow, and can be dangerous depending on how solid the footing is right on the bank of where you’re pouring.

“This provides an added 10-foot reach, and it’s very helpful,” Joe Frisina said.

The Frog received its patent in December 2016. Shortly after it won Most Innovative Product at World of Concrete 2017 in Las Vegas.

Larry Clark of New Jersey Paving purchased The Frog at the show in Vegas.

“Instead of getting a sloppy column, you get a perfect pour. There’s no waste. And it doesn’t look like it’s been splashed on, because it hasn’t,” Clark said. “People come by and say, ‘Man, where did you get that?’ It’s nice to have the best equipment so you can do a perfect job.”

A New Product to Pour Concrete Pads

The Frog has many uses, but a primary use is creating quick, economical and stable foundations for manufactured housing.

“When a community owner has to take out an old home, the existing foundation is either not grandfathered or just obviously needs to be replaced, and this provides a way to do that concrete work and saves a lot of time and labor.

“Last year I did a home with 41 piers,” Frisina said. “That’s typically a six- to eight-hour job. I brought the Frog in and used it for the 30 piers I couldn’t reach. We were able to get the job done in two hours and forty minutes.”

The product reduces the number of laborers needed. It reduces fatigue and cuts down on project time. Therefore, it also allows for the scheduling of more jobs. All of these aspects lead to greater efficiency and increased profit.

The attachment weighs a bit less than 350 pounds and operates with a crew of three, Dominic Frisina Sr. said.

The Frog attaches to a standard skid-steer. A concrete mixer fills the tube with 12 cubic-feet, or four wheelbarrows, of concrete. The skid steer gets in place, lifts and pours.

It’s made from high-density polyethylene and has a steel support and framework.

Frisina said The Frog sells for $4,495 and is shipped anywhere in the continental U.S. If the customer is within 100 miles of the family’s business in Espyville, Penn., Frisina will deliver it in a truck for a reduced price of $3,995.

California Property Manager Speaks to Net-Zero Energy

By

Patrick Revere

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September 8, 2017

MariaHorton_net-zero_energy — Maria Horton from Newport Pacific talks about net-zero energy homes.

California Standard Toward Net Zero Energy Influence States Across the Country

A California-based property management group urged attendees at the 26th Annual International Networking Roundtable to pay special attention to the energy performance of homes they build and the homes they place in MH communities.

Maria Horton is the director of marketing for Newport Pacific, of Irvine, Calif.

“We have to have extremely energy-efficient homes,” she said in a late Thursday seminar at The Alexander hotel in Indianapolis.

California regulations on energy efficiency are tightening, and Horton contends that her state is the beginning of a wave that will work its way across the country.

One of the key phrases driving the trend is “Net Zero Energy”, which means a home or community is able to produce as much energy through solar and wind as is consumed. The other catchphrase that works hand-in-hand with the net-zero notion is “intentional communities’, meaning residents of a community work together to create lifestyle and services efficiency from electric vehicle charging stations to cooperative gardens.

“No one solution is going to make all the difference,” Horton advised the Networking Roundtable audience. “It’s a mix of solutions that will get your where you want to be.”

How to Get to Net Zero Energy

Among the building blocks toward accomplishing net-zero energy is the use of mineral wool insulation in the walls, EnergyStar appliances, radiant barrier roof sheathing, and double-pane windows. All of these solutions help to keep cool air in and warm out during the summer. The opposite occurs in the cold months, with elements maintaining warm air and keeping out the cold.

“The insulation is so important and impacts everything else in the house,” Horton said. “It’s really amazing how will this mineral wool keeps the heat in.”

Newport Pacific owns and managers manufactured home communities in Southern California. The goal is to gain the net-zero balance, and the movement is gaining attention.

The new beachside tiny home village in San Luis Obispo is the former Village Mobile Home Park, a distressed property that is being redeveloped for student and worker housing.

“We have officials in cities outside of California calling us to ask our help,” Horton said. “It’s very exciting. It’s so important for us to make a difference for people.”

Newport Pacific has worked with Cavco to gain energy efficiency in homes that will go to its customers, and the manufacturer’s customer base has embraced more and more of these solutions over time, leading with the EnergyStar appliances.

“Our clients are really beginning to ask for that now,” said Steve Quick, vice president of business development for Cavco. “We don’t really need to push this. It’s almost become self-directed.”

How to Rehab a Community Home

By

Patrick Revere

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September 7, 2017

Rehab a community home manager — Community owner Michael Power talks to the Roundtable attendees about rehabbing community homes.

Time is Money When Involved in the Rehab of a Community Home

Industry veteran Michael Power provided a wealth of information midday Thursday on how to rehab a community home with efficiency and profit in mind.

Power has been a partner in ownership of 25 manufactured home communities during his career. He also has rehabbed more than 2,000 homes and purchased 1,000 new homes in the operation of communities in North Carolina.

“If you have home rehab needs, get in there right now… the clock is ticking,” he told more than 100 attendees during a presentation at the 26th Annual George Allen International Networking Roundtable in Indianapolis.

How to Prepare for a Rehab Project

Power’s tips ranged from how to shop and clean to how to hire help and finalize the staging.

On buying products — such as paint brushes, gloves, and cleaning solvents — he advised owners and managers to avoid time spent going from place to place.

“Pick one place and stick with it. Buy the best stuff, and stick to a brand,” Power said.

When it comes to repairs and updates, be reasonable about how “perfect” you want to make the home. Home shoppers make decisions based on location in the park, the color of siding and skirting or the tree in the yard before they’re going to base it the most current color or stylish design.

And remodeling, he said, really is about patching holes, painting and laying new carpet.

“It’s really not that difficult,” Power said. “You don’t have to hire a giant company. If you’re hiring, get the person who has their name on the side of the truck and comes with two workers. It’s the best value option.”

Power also suggests taking out old, solid doors.

“Get doors that have a pane of glass,” he said. “Let a little light in.”

After the rehab, lightly scent each room with a pleasant aroma that will allow a shopper’s olfactory system to say “Oh, this is a nice place.”

Finally, make the place functional — put up shower curtains, lay down mats, provide tissue and paper towels and make sure every fixture has a fresh light bulb of the proper wattage.

“Rehabbing properly can really optimize your occupancy and tee you up to be able to buy new homes to replace the older ones in your community when that time comes,” he said.

MHVillage and Datacomp are Platinum Sponsors for the Roundtable and will provide information and insight from Indianapolis throughout and following the event.

House Passes Language to Prevent MH Regulatory Overreach

By

Patrick Revere

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September 7, 2017

Manufactured Housing Industry Happenings

Affordable Housing Update: HUD halted on MH Regulatory Overreach

U.S. House of Representatives has unanimously moved to stop HUD’s expansion of regulation on manufactured housing that impact installation of garages and carports, frost free foundations and new requirements for on-site completion of construction.

Bill sponsor Rep. Andy Barr (R-Kent.) and Terri Sewell (D-Ala.) were able to secure a bipartisan vote on the amendment in session late Wednesday.

The Manufactured Housing Institute has provided “ongoing and aggressive efforts with Congress to improve the regulatory climate for manufactured housing at HUD,” MHI said in a prepared statement on the change.

With passage in the House, the Bill will move its way to Senate consideration.

Barr’s amendment, which passed by a voice vote, prohibits HUD from using any of the funds made available by Congress in Fiscal Year 2018 to implement, administer, or enforce three HUD actions that are inconsistent with the statute and negatively impact manufactured housing professionals and owners.

The actions that would be stopped

On-Site Completion of Construction Requirements – HUD’s extensive new requirements for home features that are completed after a manufactured home is delivered on-site has resulted in popular consumer amenities, such as French doors and window dormers, to no longer be offered by some manufacturers. Such restrictions, which are unrelated to home safety or performance, unnecessarily impact consumer choice.
Foundation Requirements in Freezing Areas – Without clear evidence that installation systems are failing, HUD is limiting the ability of states to administer their own installation programs. States should be permitted to establish and enforce regulations based on acceptable engineering practices and determine acceptable alternative designs.
Construction of Add-Ons, such as Carports and Attached Garages – HUD’s effort to oversee the on-site installation of add-ons to homes that comply with HUD standards when they leave the factory is in direct conflict with the statute. In early 2017, HUD arbitrarily expanded its overreach to include carport ready homes. The production of carport ready homes is a common and longstanding practice that has been a staple of manufactured housing for decades. This action by HUD has increased home prices for carport ready homes and significantly curtailed this feature that is extremely popular and sought after by consumers.

Any questions on the legislative change can be directed to MHIgov@mfghome.org, the originator of this report. MHI also asks that individuals and organizations in support of the amendment call their Senators today to lobby for passage.

Manufactured Housing Professionals Converge on Indianapolis

By

Patrick Revere

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September 7, 2017

2017 Networking Roundtable Kicks Off Manufactured Housing Talks

The 26th International Networking Roundtable hosted by George Allen, this year in his hometown of Indianapolis, has drawn in hundreds of industry players and providers interested in the well-being and advancement of manufactured housing.

“You know, it’s very exciting to look around the room and see so many familiar faces, friends I’ve had in the industry for decades,” Allen said. “It’s going to be a great day.”

Allen owns communities and has been a primary voice in the industry for nearly 40 years. He donned a bright green suit coat for opening day of the Roundtable. It was bestowed on him by the RV/MH Hall of Fame in Elkhart, Ind.

“This isn’t about ‘look at me’,” he said. “There were many years when not too many community owners were inducted, and that’s begun to change. There will be more people in this room who find themselves inducted and who will be wearing this coat.

“This is just one of the indications of how we’ve served our industry well for many years,” Allen said.

2017 Networking Roundtable

The Roundtable draws community owners, investors, builders and retailers, lenders, analysts, brokers, community managers, and a variety of suppliers and service providers. Allen pointed out, too, that 2017 has a greater representation than ever from housing institutes and associations across the country.

The event runs through Thursday and into Friday.

MHVillage and Datacomp are Platinum Sponsors for The Roundtable, and area dedicated to offering industry insights and happenings from Indianapolis through the week.

Update: The event offered MH management training and certification, a talk on how to upgrade a community manufactured home, information on the push toward “net zero energy” and many other important talks and networking opportunities.

Tradition of MH Manager Training Continues

By

Patrick Revere

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September 6, 2017

manufactured housing manager classes Katie Hauck Hauck Homes — Katie Hauck of Hauck Homes leads the Manufactured Housing Manager class at The Networking Roundtable in Indianapolis, Ind.

Katie Hauck of Hauck Homes Carries on Manufactured Housing Management Training

George Allen has conducted his Manufactured Housing Management Course several times a year for more than a decade. He has prided himself on offering insights and direction to scores of MH housing professionals nationwide.

And for two consecutive years now Allen has recruited emerging leaders from Hauck Homes in to carry things through.

“This class was started by George Allen many years ago, and he has trained and certified more than 1,000 property managers,” said Katie Hauck, who with her husband Ken runs Hauck Homes and 12 communities in three states. “We took over leading the class last year simply to help out George, carry it on and continue his legacy.”

The seven-hour class on manufactured housing management had a dozen registered community owners and managers in attendance Wednesday morning at the 26^th Annual George Allen International Roundtable in Indianapolis, Ind.

Manufactured Housing Management Topics

After introductions and a little bit of industry history, Hauck covers the following topics within the following industry areas:

How to get started in the business
Information on inspections and notices
How to lead
Marketing strategies
Tips on building relationships and communication
Management and turnaround strategies
And how to buy/sell, and finance homes

Suzanne Taylor is executive director of Augusta Communities, a California housing organization founded in 1998 to provide affordable housing opportunities for households of modest means. Taylor said Augusta Communities accomplishes its mission through the acquisition, rehabilitation or preservation of existing manufactured home communities.

“Augusta Communities is a nonprofit affordable housing organization that owns six manufactured housing communities, most of which are exceptional places to live,” Taylor said. “We are attending the class and conference to learn about the innovative programs management professionals around the country have implemented that could help us improve the quality of living in our transitional communities.”

MHVillage and Datacomp are Platinum Sponsors for the George Allen International Networking Roundtable and will provide continuing news and information through the week from the gathering of manufactured housing professionals in Indianapolis.

Clayton Unveils ‘Have it Made’ Campaign to Promote Homeownership

By

Patrick Revere

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September 1, 2017

Have it Made Sustainabling ad — Clayton Built® homes are available with many energy-efficient, modern conveniences such as Low-E windows, smart thermostats, upgradeable insulation and the latest in interior design innovations.

“Have it Made” Campaign Encourages Home Buyers to Consider Clayton Built^® Homes as Solution to Affordable Housing Crisis

MARYVILLE, Tenn., Sept. 1, 2017— Clayton Homes has kicked off its biggest marketing campaign to date, focusing “Have it Made” on the company’s building process helps provide affordable housing to hardworking families.

The Have It Made^® campaign will launch nationwide on Sept. 2 with a 60-second commercial that will air during the season opening football game between The University of Alabama and Florida State University. The campaign represents the company’s mission to provide homeowners with quality-built, innovative homes.

Have it Made Prefabulous ad — Prefabulous homes from Clayton are stylish and modern, with open floorplans and smart features.

“We want to share our message about the importance of homeownership to families across the nation,” said Kevin Clayton, CEO of Clayton Homes. “With the cost of homes skyrocketing, we want people to know that buying a beautiful new home at an affordable price is still an attainable dream for Americans.”

The Campaign

Clayton partnered with Boulder, Colo. ad agency Made to create the campaign. It focuses on one message: Clayton Built^® homes are a solution to the growing need for affordable housing in this country.

According to the U.S. Census Bureau, the average cost of a new single family site-built home with land is approaching $380,000 while today’s manufactured home can be purchased for significantly less.

Have it Made Affordabliss ad — Clayton Built® homes are a solution to the growing need for affordable housing.

“We are facing an affordable housing crisis in this country,” Clayton said. “But contrary to popular belief, buying a manufactured home doesn’t mean sacrificing quality or luxurious amenities. Prefabulous homes today are stylish and modern, with open floor plans and smart features. Our homes are available with many energy-efficient, modern conveniences such as Low-E windows, smart thermostats, upgradeable insulation and the latest in interior design innovations.”

The Have It Made^® Campaign challenges the outdated stigma associated with homes built in home building facilities and delivered in sections to their final locations. Clayton Built^® homes are constructed indoors to avoid water damage and weather delays to create long-term value from the use of economies of scale. The homes are built to highly regulated building standards which means that every home undergoes both comprehensive internal inspections as well as a third party inspection at some point in the construction process to ensure quality.

Additionally, 38 of Clayton’s 40 home building facilities are ISO 14001 registered for green building practices. The remaining two are in process of registration. This means that Clayton homes are constructed in an environment that produces minimal waste.

To learn more about the Have It Made^® campaign, visit HaveItMade.com or browse homes at ClaytonHomes.com.

About Clayton
Clayton is committed to opening doors to a better life and building happiness through homeownership. As a diverse builder founded in 1956 and committed to quality and durability, Clayton offers traditional site-built homes, modular homes, manufactured housing, tiny homes, college dormitories, military barracks and apartments. In 2016, Clayton built more than 42,000 homes. Clayton is a Berkshire Hathaway company. For more information, visit claytonhomes.com.

About Made
Made is a creative, strategic and technology consultancy headquartered in Boulder. Made’s clients include: Clayton Homes, Under Armour, Harley Davidson, Club Car, TaxAct, Firefox, GSV Advisors and Bright Health, among others. Made was founded in 2012 by Crispin Porter + Bogusky executives Dave Schiff (CCO), Graham Furlong (President and CSO), Scott Prindle (CTO) and John Kieselhorst (CDO). For more information, visit mademovement.com.

MHInsider

Make Your Home Listings Stand Out with Caption Lines

How to Write Great Caption Lines

FMHA Calls for Information After Irma

FMHA Calls for Information After Irma to Connect Resources to Areas of Need

Hurricane Irma Makes Landfall Sunday Morning

A Continued FMHA Call for Information After Irma

MHVillage Community Data Report

MHVillage offers a Community Data Report by State!

What Benefits Come from a Community Data Report?

The Frog Reduces Time, Energy Expended to Pour Concrete Pads