Let’s try a little test. Stop doing what you’re doing and ask yourself if your company’s success in 2021 and into 2022 is the result of a great marketing plan and implementation or are you just riding the wave of pent-up demand that is sweeping offsite construction?
KFC and Coca-Cola have secret recipes for making their products but that hasn’t stopped Popeyes and Pepsi Cola from taking huge shares of their markets. Jello, once a staple in every home in the country, has seen sales drop drastically over the past few decades, losing over $400 Million in sales over the past 10 years alone.
But even with their slump in market share, Coke, KFC and even Jello haven’t stopped advertising and marketing. That would only give their competitors an almost unfair advantage.
For all those offsite construction companies that truly believe they have the secret sauce of success, let me give you a wake-up call. Your success is fleeting if you don’t continue to market your business.
For example, the offsite construction industry is a cyclical business with years of good fortune for all followed by a year or more of total recession. We tend to see this happen every decade or so and it’s been quite a while since we saw the last downturn. I’m not implying we are overdue, only that most offsite companies are so busy filling their production line with orders that they simply don’t keep up with what is happening in the economy.
The easiest thing to do when you’re drowning in orders to fill is to forget marketing. Then the next recession hits and now you’re finding yourself asking how do we let people know we are still in business. That’s when the knee-jerk reaction of advertising like crazy begins but it is probably too little, too late.
In the modular housing industry, the 2008 recession saw more than 60 factories close their doors forever.
So how do you keep your company’s name in front of industry eyeballs? That used to be quite easy. You took out an ad in Building Systems Magazine or Automated Builder Magazine, both of which have shuttered their doors after 2008.
Today there is one place where a modular factory or a vendor serving the modular housing industry can go to get eyeballs on their business…. Modular Home Source blog.
With over 3.4 million pageviews a year, it has a proven track record of daily updates, industry news, Modcoach’s opinions, interviews with the industry’s leading players, featured homes, an award-winning industry newsletter published twice weekly and every article is shared on LinkedIn.
Modcoach Note: with the exception of 12/5/21 to 12/31/21 when Gary Fleisher, the Modcoach, had emergency heart surgery, this blog has been updated daily for 14 years.
So here’s the bottom line: If your company is looking for a great way to keep in front of the most influential people in the modular housing industry, either as a factory or a vendor, contact me at [email protected] or Rob Ebbets at [email protected].
We can explain how Modular Home Source in-article ads can be the best choice for your marketing investment, especially when more than 9,300 industry professionals from around the world visit Modular Home Source every day!
Simply ask how we can help and we’re right back with you!
Related Articles:
- Stop Marketing Off-Site Construction To The Wrong Audience
- Measuring The Human Attention Span For Your Marketing
- 9 Reasons A Modular Home Builder’s Marketing Efforts Will Fail
Gary Fleisher is Editor in Chief of Modular Home Source and the soon-to-be launched Offsite Builder. Email at [email protected]
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