Modular Housing is Tired of Being Housing’s Niche Market

What’s wrong with being a niche market? If that niche is
3-5% of the total new homes built in the US every year, there’s nothing
wrong with it.

Now that the housing market “appears” to be going in the
right direction for a change, maybe the modular home factories that have always
built single family residences and small multi-family projects can get back to profitably
doing that again.

We build houses. Modular houses. Green and energy efficient
houses. We build some of the best damn houses in the US but who knows about us? Sure,
every modular home factory has a website and most have some sort of social
media presence but there is nothing organized about it.

The Master of Niche Marketing

I challenge every single modular home factory owner, the
management and sales staffs and every modular home builder to point to one
positive piece of PR that has been released about the modular home industry in
the past 2 years that has run nationally. If we left it up to the national organizations like the NAHB
or the MBSA, we would all be like Baby stuck in the corner and you know what Johnny
said in Dirty Dancing;  “Nobody puts Baby
in a corner.”

Isn’t that the way the organizations that are supposed to be
our champions treat us? We are just another Baby to them. No organized national
exposure. No national marketing plan.  No
nothin’.

We are a niche market with a vast audience of new home
buyers begging to learn about us but what do they really see when they look for
us. They see the Blu Homes of the prefab west coast gang representing us. They
compare us to mobile homes. Hell, even those used shipping containers converted
to housing get more press than we do.

It’s time for the largest niche market in housing to wake up
and begin beating our drums. Slow and steady until the sound is heard by every
man and woman looking to buy a new home. Maybe Blu Homes will give the industry a spare couple of millions from their marketing war chest to help the other boys and girls buy some national exposure.

We are modular housing. We are the best housing choice and
we don’t want to remain a niche entity much longer. Stick builders can be our
niche market!