The Don’ts Of Marketing A Mobile Home Park
Most articles about advertising for manufactured home parks focus on what you should do.
Tips to stand out from the competition and build your brand.
While these are critical, it’s also important to know what not to do.
In this article, we’re going to take a look at 6 advertising “sins” that can make your park advertising ineffective.
Sin #1: Ineffective Websites
If you’re not generating a stable flow of new leads through your website, it’s time to re-think your current approach.
It all starts with the look and feel of your website. Studies by Stanford show that 75% of customers judge an organization’s credibility based on a company’s website design.
The appearance of your website correlates with how well it will generate leads.
And it’s not just the visual look of your website that matters. Technical elements like webpages loading speeds, misplaced images, or malfunctioning features can completely alter peoples’ views on your products and services.
Here are some important elements to create an effective website that generates leads:
- Develop a solid wireframe
- Build trust with positive customer reviews and a detailed “About Us” page
- Make contacting your organization easy and simple
- Consider your end goal from the start
- Add quality forms
- Use conversion opportunities that address each stage of the buyer’s journey
- Create customer profiles and pillar page-specific content offers
- Consider live chat
- Get creative with CTAs
- Experiment and optimize
Sin #2: Lack of Differentiation
In the competitive market of manufactured homes communities, it’s crucial to identify and highlight unique selling points that differentiate your space. These differentiators could be the appealing location, specific amenities, or distinctive features that make the mobile park home an appealing choice for potential customers.
For example, if the park’s in a good location, the marketing efforts you could emphasize include the location’s tranquility and proximity to places people go to frequently (e.g., grocery stores). Highlighting the proximity to outdoor activities like hiking trails and fishing spots can be compelling.
Highlighting amenities like swimming pools or playgrounds can also help appeal to potential tenants. This can be done through visually appealing images, detailed descriptions, and testimonials from previous tenants who like those amenities.
It’s important to note that understanding the target market is crucial for effective differentiation. The more you know about the specific needs and preferences of the target audience, the more you can tailor marketing messages to resonate with the right potential customers. For instance, if the target market consists of families with young children, focusing on the family-friendly aspects of the park home, such as nearby playgrounds or organized activities, can help differentiate it as an ideal place for families to live.
Sin #3: Poor Maintenance and Pictures
One of the critical elements of visual presentation is the quality of photographs used to showcase the park. Low-quality or outdated manufactured homes pictures can give potential tenants a negative impression of the park. Investing in professional photography can make a significant difference in how the park is perceived. Professional photographers can capture the park’s beauty, highlighting its well-maintained grounds, attractive landscaping, and inviting community areas. These high-quality images can be used on the park’s website, online listings, social media platforms, and marketing materials to create a positive image of the park.
Another aspect of visual presentation is the overall maintenance of the park. Untidy common areas, poorly maintained landscaping, or visible signs of neglect can turn away potential tenants. It is crucial for park owners to regularly inspect and maintain the park’s grounds, ensuring that they are clean, well-manicured, and visually appealing. This includes maintaining lawns, trimming trees and shrubs, cleaning common areas such as playgrounds and picnic areas, and ensuring that the exterior of each home is well-maintained.
Additionally, the exterior of the homes within the park should be in good condition. A well-maintained and aesthetically pleasing exterior leaves people with a good impression. Park owners can work with residents to ensure that homes are well-painted, have no visible signs of damage, and are kept tidy.
Sin #4: Insufficient Information
When marketing a manufactured home park, it’s essential to provide comprehensive and detailed information about the park and its amenities. This includes details about the park’s location, such as proximity to schools, shopping centers, medical facilities, and transportation options. Providing information about nearby attractions, parks, and recreational facilities can also be helpful for potential tenants who prioritize these amenities.
In addition to location details, it’s crucial to highlight the park’s amenities and features. This can include describing the types of homes available, the size and layout of the lots, the availability of common facilities like playgrounds, swimming pools, fitness centers, or community centers. Providing information about utility services, such as water, electricity, sewage, and waste management, is also important.
Lease terms and conditions should be clearly communicated to potential tenants. This includes details about rent prices, any additional fees or charges, lease duration, and any restrictions or guidelines that tenants need to be aware of. By being transparent about the lease terms, potential tenants can understand the financial commitments and expectations associated with living in the park.
To facilitate the decision-making process, providing visual aids such as site maps or floor plans can be beneficial. These visual representations help potential tenants visualize the layout of the park, the placement of homes, and the proximity of amenities.
Additionally, contact information should be readily available, including phone numbers, email addresses, and website links. This allows potential tenants to easily reach out for further information or to schedule a visit to the park.
Sin #5: Ignoring Online Reviews
Online reviews play a crucial role in the decision-making process of potential tenants. Many people turn to platforms such as Google, Yelp, or Facebook to gather insights and opinions from current and past residents. It is important for park owners to monitor these platforms regularly and respond to reviews in a timely and appropriate manner.
Positive reviews should be acknowledged and appreciated. Responding to positive reviews shows gratitude towards satisfied tenants and demonstrates the park’s commitment to providing a good living experience. Park owners can express their appreciation, highlight specific positive aspects mentioned in the review, and encourage tenants to share their positive experiences with others.
Equally important is addressing negative reviews. Negative reviews can potentially damage the park’s reputation if left unaddressed. Park owners should respond to negative reviews promptly and professionally. It is crucial to empathize with the concerns raised by tenants and take them seriously. Offering an apology, if warranted, and providing a clear plan of action to address the issue can demonstrate the park’s commitment to resolving problems and improving the living experience for its residents. Encouraging the tenant to discuss the issue further can also help mitigate any negative impact.
Sin #6: Lack of Flexible Lease Terms
A range of leasing options caters to the diverse needs and preferences of potential tenants. This includes offering various lease terms, such as short-term leases, month-to-month agreements, or longer-term leases. Some individuals may be seeking temporary housing solutions or have uncertain living arrangements, making shorter lease terms more appealing. On the other hand, those looking for a more stable and long-term living situation may prefer longer lease options. By accommodating different lease durations, park owners can attract a wider range of tenants and increase the likelihood of finding suitable residents for vacant homes.
Flexibility in pet policies is another crucial aspect of leasing options. Many individuals have pets as part of their family and seek housing that allows them to keep their furry companions. By having flexible pet policies, like allowing certain breeds or sizes, or having reasonable pet-related fees, park owners can tap into a larger pool of potential tenants who prioritize pet-friendly environments.
Rent payment options also contribute to the flexibility of leasing. Offering multiple payment methods (I.e., online payment portals, automatic deductions, or alternative payment schedules) makes it more convenient for tenants to pay their rent. This flexibility can enhance tenant satisfaction and make the park more attractive to potential residents.
Furthermore, providing move-in incentives or promotions often improves marketing efforts. These incentives may include discounted rent for the first month, waived application fees, or free utilities for a limited period. Such offers can create a sense of value and urgency for potential tenants, encouraging them to choose the manufactured home park over other options.
Conclusion
These six deadly sins for marketing a manufactured home park can make all the difference in the success of your business.
Great marketing increases the likelihood you’ll appeal to great tenants.
