Western report

Article Abstract:

The California Manufactured HousingInstitute has introduced its 'Advantage ... Manufactured Housing' marketing campaign. This consumer-awareness program aims to present consumers with a viable housing option, create a list of prospective home buyers by home area and conduct surveys to establish a consumer database. Also, the program aims toboost manufactured homes sales and promote traffic at retail sales centers. It features a 30-second commercial and a follow-up program that will monitor consumer response and engage respondents in a one-year direct-mail campaign.

Single-family housing construction, Housing, California, Advertising campaigns

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How much does a prospect cost?

Article Abstract:

Managers of manufactured housing retail outlets can improve their sales and marketing methods by devising an efficient means of monitoring their prospective clients. Careful management of business prospects can result in a significant increase in sales. Visits considered unimportant by some managers can be turned into potential sales through the use of a traffic log consisting of a guest registration form containing pertinent information such as name, address, preferences, and telephone number.

Mobile home dealers, Manufactured Housing Dealers, Manufactured (Mobile) Home Dealers, Client development, Customer relations, Modular building dealers

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Is it a service crisis or a training vacuum?

Article Abstract:

Retailers in the manufactured home industry should learn how to provide excellent service to gain a competitive edge. Management should be committed to achieving customer satisfaction through better employee training, consistent service, and willingness to be a trainer, teacher, coach and leader to every staff. Managers should make employees recognize the potential benefits of finding clients affordable housing by providing them with prizes and awards.

Sales Force Training & Management, Training, Customer satisfaction, Sales management, Sales personnel, Salespeople

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