Tag Archives for " mobile home sales and marketing "

5 Types of Video Marketing to Boost Manufactured Home Community

Video marketing is still the king of the hill when it comes to driving clicks and sales.

The numbers don’t lie. According to Social Media Today:

  • 72% of consumers prefer to watch a video to learn about a product or service.
  • 78% of consumers watch a video online at least once a week, and 55% do so once a day.
  • Viewers retain 95% of a video’s message after watching it.
  • 93% of business retain a new customer when they post a video on social media.
  • Companies that use video in their marketing experience 49% faster growth than companies that don’t use video.

I hope you’re as impressed by these statistics as I am. Since video is easier and more affordable to produce than every before, here are 5 types of video marketing to try to help you grow your business.

#1: Community Videos

People need to understand what a MH community is – and how it will benefit them – before they buy a home there. I don’t think I need to explain why because I’m sure you feel that way too. If you don’t grasp how your life can be better at a community, you’re not going to spend your money on a home there.

For that reason, community videos are a cornerstone of any effective video marketing strategy. Community videos are straightforward, but here are some things to keep in mind:

  • Show the entrance to your community
  • Show the manufactured home community amenities
  • If there are common areas, show them
  • Show an accurate representation of the typical homes in your community

Community videos should be posted on your website. You may also want to put them on a dedicated landing page, your blog, and your social media pages.

#2: Testimonial Videos 

Customer reviews are important in every industry, but a testimonial from a resident can carry far more weight than an ordinary review.

Testimonials tend to include more detailed information than reviews. They give you a chance to highlight the specific things you did for a resident and the specific ways your community has improved their life. You can also encourage customers who provide testimonials to talk about their experience with your community.

In other words, testimonial videos provide potential leads with a detailed look at the customer experience at your mobile home community – and they can help to overcome many of the most common buyer objections, so you can make more sales.

#3: Brand Story Videos

What is your brand’s story? Today’s consumers want to identify with the brands they support. You can help them identify with you by sharing a customer-centric brand story that lets them visualize how you can help them.

In other words, you’re not telling your origin story so much as you are telling the customer’s journey in an entertaining and compelling way. This kind of marketing has become increasingly popular.

Your job, when creating a brand story video, is to make your customer – that is, the person watching the video – into the hero. To do that, you’ll need to:

  • Identify the most common problems you solve
  • Create a story arc to show how your product or service solves the problem
  • Encourage the viewer to see themselves in whatever success story you’re presenting

Another way to look at this kind of video is as a pre-testimonial – sort of a fictionalized version of what a customer’s life could look like if they buy your product or use your service.

#4: Frequently Asked Questions Video

We all know about FAQ, right? It’s the section on every website where customers’ most common questions are asked and answered. These days, they’re also a great way to improve your SEO since questions and voice search go together like milk and cookies.

FAQ videos don’t need to answer every question at once. Instead, you should consider doing a series of short videos that answer one question or several related ones in an entertaining way.

If you want to get creative with this type of video, you could do a whiteboard video or even an animated video illustrating the answer to your FAQs. There’s no reason that an informational video can’t be entertaining, too.

#5: Personalized Sales Videos 

This last idea won’t work for every business, but it provides a way to hook potential leads Instead of sending a lead a generic, one-size-fits-all video, you can send them something personalized.

Personalized sales videos should:

  • Address the prospect by name.
  • Highlight the specific ways you can help them.
  • Add information that will help the prospect overcome any objections they might have to buying a home in your community.

Keep in mind that this type of video doesn’t need to have huge production value. It should feel like you or your salesperson is speaking directly to the prospect, giving them valuable information that will help them understand the benefits of doing business with you.

The message that a personalized sales video sends is that you care deeply about your customers. If you’re willing to shoot a personalized video before a prospect is even a client, it makes them feel that you’ll provide top-notch customer service after they sign on.

Video marketing isn’t going anywhere. You can produce videos without spending a lot of money, and once you have created a video, it can be posted anywhere you post content online, including your website, blog, and social media pages.

Of course, if you try these methods, you can blend them with cool video technology, such as 360-video, virtual reality, or live video. Your focus should always be on creating the kind of video content that’s most likely to convert leads into paying customers.

Navigating the Reopening of Your Business During the COVID-19 Pandemic

The COVID-19 pandemic continues to impact the United States both medically and economically. Many states have begun to relax their lockdowns. It remains to be seen what impact reopening will have on the number of cases, but it’s an economic boon to the owners of small and medium-sized businesses.

That said, how do you reopen? What can you do to keep your employees and customers safe? Is it reasonable to reopen or should you wait? These are all questions that loom large for business owners.

So, let’s get into it. Here’s what you need to know to navigate the reopening of your business.

What Are the Key Considerations for Reopening? 

If your business is in a state where reopening is an option, you’ll still need to think about the logistics of reopening before you decide to move ahead. Here are the primary considerations:

  • Your state’s guidelines for reopening
  • The nature of your business
  • The safety of your employees
  • The safety of your customers

State guidelines for reopening can vary widely based on a variety of factors. You should check to make sure you understand your legal requirements. For example, you may need to put social distancing markers in place or install plexiglass shields.

The nature of your business plays a role as well. If you can safely maintain social distancing between employees and customers, it will be easier to reopen than it would be if your employees will be in direct contact with customers.

Of course, the safety of everybody involved must be paramount.

Prepare Your Office for Reopening

Once you’ve decided to reopen, it may be helpful to create a checklist. You can use it to work through your state’s requirements and any additional precautions you’ve decided to take. Here’s a basic checklist from the US Chamber of Commerce:

  • Make a plan that incorporates recommendations from local, state, and federal officials. You can find the CDC guidelines for businesses here, and their cleaning and sanitization protocols here.
  • Buy supplies and make any required preparations. These may include adding social distancing markers on floors, installing plexiglass barriers to protect employees, and other measures.
  • Completely clean and disinfect all areas of your business.
  • Create a schedule for maintenance of cleanliness. Regularly touched surfaces will need to be cleaned and disinfected at least once a day.

Remember that it’s your responsibility as a business owner to create a safe space for everybody who comes through your doors.

Prepare Your Employees for Reopening 

The health and safety of your employees must be a priority when you reopen. Your communication with them must be clear and compassionate. Here’s what you’ll need to do.

  1. Communicate with employees your intention to reopen.
  2. Identify essential employees and positions.
  3. If you have laid off employees and want to rehire them, get in touch, and give them the option of coming back.
  4. Understand that not all employees may want to come back or be able to come back. For example, employees who have underlying conditions that make them vulnerable to COVID-19 or who share living space with a high-risk person may not be able to work safely.
  5. Create a sick policy that requires employees to stay home if they are experiencing any symptoms of COVID-19 or have had direct contact with an infected person.
  6. Let employees know if their job requirements have changed. For example, have your hours changed? Will they be required to take on cleaning responsibilities that differ from what they did before you closed?
  7. Put an emergency communication system in place, so you can let employees know if they have been exposed to COVID-19 and what they should do if they experience symptoms.

The most important thing is clear and ongoing communication. It’s the best way to ensure that employees feel safe coming back to work.

Create Customer Guidelines

Once you have addressed the needs of your employees, the next step is thinking about your customers or clients. What do you need to do to keep them safe as you reopen? Here are some pointers.

  1. Decide which safety precautions are necessary for customers. These may include:
    1. Limiting occupancy
    1. Requiring customers to wear masks
    1. Adding hand sanitization stations near your entrance
    1. Marking social distancing guidelines on the floor – for example, making store lanes one-way and putting 6-foot guidelines near cash registers
  2. Use your email list or social media pages to communicate your new customer guidelines with your followers.
  3. Put procedures in place to enforce guidelines. For example, you may need to place an employee near the door to check for masks, install an occupancy tracker, or monitor customers while they are in your store.
  4. Provide employees with guidance to handle complaints or refusal to adhere to guidelines. Unfortunately, it’s likely that some of your customers will refuse to do what you ask and it’s important to support your employees and give them the tools they need to cope.

This is one situation where “the customer is always right” needs to take a back seat to your employees’ safety.

Monitor the Situation

Finally, you’ll need to monitor the situation as you reopen. It may be that some of the guidelines you put in place need to be refined or adapted to the reality of doing business.

If you can’t reopen and have not yet received government assistance in the form of a PPP loan, remember that you can still do so. The application is on the SBA website, here, or you can apply through your bank or credit union.

You should also be aware that on June 3, 2020, Congress passed a PPP reform bill that allows business more time and leeway in how they spend PPP money. You can find the details here.

Reopening your business requires careful planning and attention to details. Provided you adhere to the appropriate guidelines and prioritize the safety of your employees and customers, you will be able to navigate the process successfully.

Your Next 30 Days In Marketing…

Marketing your manufactured home community in a time of economic crisis is no joke. But you already know that.

Let’s face it: it’s difficult, at best, to know how to handle your marketing when unemployment numbers are high, spending is low, and uncertainty is everywhere you look.

And yet, for all that, marketing is a must if you want your business to stay afloat.

For your business to survive, it’s a must to come up with a marketing plan that’s:

  • Practical
  • Affordable
  • Achievable
  • Effective

If you can’t do that, then you may find yourself struggling.

The good news is that we’ve done some of the work for you. Here’s your 30-day marketing plan to reopen your business.

Week 1 – Preparing to Reopen

Reopening your business should be guided by recommendations from the CDC and local officials. You may have specific guidelines to follow and safety measures to implement. You should put those in place first before you do anything else.

Once you’ve selected a reopening date, here’s what you should do in the week before you announce your reopening.

  1. Review your competitors’ websites to see how they’re handling reopening – and don’t be afraid to use their ideas in your own marketing!
  2. Prepare a written reopening policy and distribute it to employees.
  3. Update your website with a statement about COVID-19 if you have not already done so. Make sure to include details about the steps you’ll be taking to make your business space safe for employees and customers.
  4. Highlight any changes to your business, including changes in your hours of operation, occupancy limits, and delivery service, to make it easy for visitors to learn what’s new.
  5. Craft a public announcement about your reopening. Highlight the most important details about your reopening policy and include a link to your full statement.
  6. Create custom graphics to go with your written announcement.
  7. Post your announcement on social media and email it to your list.
  8. If you can, spend a little money to boost your announcement post to make sure your target audience sees it.
  9. If your business hours have changed, make sure to update your listings on Google and crowd review sites such as Yelp, so that people who are looking for businesses like yours will have up-to-date information.

Assuming it’s legal to reopen in your area, you may still have some work to do to make sure that your customers trust you to prioritize their safety. Bottom line: know who your customers are and do what you need to do to make them feel confident they can trust you.

These steps will help you reopen safely while communicating the most important information about reopening with the public.

Week 2 – Reopening 

When you reopen, you’ll need to take some steps to get people to come into your manufactured home community. Here are some of the things you should consider during week two of your plan.

  1. Add some signs and notices outside of your store to let passers-by know that your business is open. This is the kind of low-key and inexpensive marketing that can make a big difference in your foot traffic.
  2. If necessary, include written guidelines and signs explaining the terms of your reopening. These may include:
    1. Occupancy limitations
    2. Customer requirements (wearing masks, maintaining social distancing)
    3. Employee requirements (not working while sick)
  3. Devise a marketing campaign that will incentivize your customers to visit your community.

Here are some examples of the type of campaign you might consider:

  • A reopening sale with discounted prices.
  • Free application.
  • A reopening event with prizes and games.

The option you choose should be designed to appeal to your customer base. By offering clear value and addressing their needs, you’ll be more likely to have a successful reopening.

Week 3 – Campaigning

Once you have had a successful reopening, it’s time to devise an ongoing marketing campaign to help you bring people to your community.

Marketing during a pandemic must address ongoing concerns about health and safety. You may want to create social media posts and ads to let customers know about:

  • Contactless viewing of homes and paperwork processes
  • Mailing lists and text notifications
  • Online payment options

During this time, you should also think about putting some money into a video message thanking people that have visited your community. Remember, video marketing doesn’t need to be expensive. Even a simple Facebook Live video or a video you shoot on your phone can help you connect with customers.

Week 4 – Expanding Your Base 

As you move into the last week of your 30-day plan, it’s time to think about what you’ll do for the next 30 days. Here are some of the things you should prioritize.

  1. Ramp up your social media presence. Even after you reopen, the chances are good that your customers (and potential customers) will be spending more time on social media than usual. You can build trust and brand recognition with them by creating and sticking to a social media posting schedule.
  2. Share relevant information about your manufactured home community as it relates to the pandemic. You may discover that you need to change certain elements of your plans (for example, altering hours or adding new precautions) as you see your plans put into action. Everything should be clearly communicated to your customers.
  3. Solicit opinions. As you get back to business, it’s likely that your customers will have thoughts, ideas, and requests about how you’re operating and what you could do better. You may want to consider creating a customer survey and posting it on social media or emailing it to your list. This is a good way to connect with customers and let them know you care about their opinions.

The key to a successful reopening is communication at every level. Your 30-day marketing plan should make your customers aware of how your business has and will continue to address concerns related to the pandemic.

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