The manufactured housing industry has come a long way since the housing recession over a decade ago. Just look at the numbers: shipments have surged from around 40,000 in 2010 to over 100,000 last year — more than double in just ten years.
But we’ve done even better before. Back in the ’60s, ’70s, and throughout the ’90s, the industry wasn’t just growing — it was booming at nearly triple the rate we’ve seen in the past decade. So the big question is: how do we get back there?
I know what you’re thinking: “The ’90s had financing so loose you could drive a Mack truck through it.” And you’re right. That kind of financing isn’t coming back — but the buyers never left.
The U.S. population hasn’t shrunk since the ’90s. People aren’t suddenly making so much more money that affordable housing isn’t needed. In fact, there are more people looking for homes, and more demand for affordable options. So what’s holding us back?
The answer is awareness. Outside the industry, manufactured housing is relatively unknown. The average 28-year-old looking to buy their first home knows zero about manufactured homes — and they won’t know anything about it until we tell them.
The industry has to advertise more. We can’t simply rely on being the cheapest housing option to get buyers in the door. We have an incredible product, an industry full of amazing people, and the best chance many Americans have to own their own home. We have the potential to do 10x the business we’re doing now — we just have to advertise where the average 28-year-old spends time, and in a way that resonates with that younger buyer.
Worried about the “stigma” of a manufactured home? Don’t be. Young people don’t care. Remember, this is the generation that started the #VanLife movement and will spend $200k on a van to live in down by the river. The problem isn’t that they think negatively about manufactured homes — the problem is that they don’t think about them at all.
A manufactured home is the best housing option for millions of young Americans, yet we’re only selling to thousands. We have to get them talking about it, and that happens through advertising.
Marketing: You Get What You Pay For
Marketing has a cost — measured in dollars, time, or energy. You can’t expect big results from minimal effort. The good news? You always get what you pay for in advertising.
- Spend $50? You’ll get $50 worth of exposure.
- Invest $5,000? You’ll get 100x the reach and impact.
- Put in five minutes of effort? You’ll get five minutes’ worth of results.
- Spend several hours and real energy? You’ll see real returns.
That’s why I put together 22 marketing ideas you can use today. Some are free but require time and effort. Others require cash but are low-maintenance. Either way, they’ll help get your business in front of more people.
Part 1: “Free” Marketing Ideas
- Re-engage old Facebook leads. Go back through your business page messages. Follow up with every person who inquired about a home. If you have a special offer, tell them. If they don’t respond, message again. Keep following up.
- Ask past customers for Google reviews. Happy customers bring in new ones. Call every buyer you’ve ever had and ask for a 5-star Google review. Send them the link to make it easy.
- Offer a $1,000 referral bonus. Referrals are gold. Tell past customers that for every person they send your way who buys a home, they get $1,000. Yes, it’s a lot. That’s why it works.
- Post a “feature of the day” on social media. Up your posting game — every day, feature something unique about your homes. Energy-efficient appliances, 2×6 walls, Wind Zone ratings — talk about what makes your homes better.
- Call every lead from the past year. Pull up your CRM (if you don’t have one, get one) and call every single lead that didn’t buy. Mention new inventory, sales, or promotions. If they’re not interested, ask if they know someone who is.
- Send previous buyers a “happy birthday” text. You have their birthdates on file. Shoot them a quick text on their birthday — no sales pitch, just a warm message. It keeps your business top of mind.
- List every home on Facebook Marketplace. Yes, it takes time. But it’s free and it generates leads. Post detailed listings with a link back to your website. And while you’re at it, throw them on Craigslist too. Why not?
- Get backlinks from vendors and lenders. Call every company you do business with — manufacturers, lenders, suppliers — and ask if they have a directory. Get listed with a link to your website. These backlinks help your SEO and push you up the Google rankings.
Part 2: Low-Cost Marketing Ideas
- Buy a giant key and take a photo with every buyer. Get a hilariously oversized key made. Every new homeowner gets a photo holding it, captioned: “This customer got a HUGE deal on their new home!” It’s fun, memorable, and gets shared.
- Send a $10 Starbucks gift card to past buyers. A simple, personal gesture: “Here’s a cup of coffee to enjoy in your new home.” It sparks goodwill and referrals.
- Send holiday cards to all customers. A small investment that keeps your business in people’s minds.
- Boost every social media post with $30. Spend $30 per post to target buyers within a 50-mile radius. Just four posts a week = $500/month in hyper-local marketing.
- Branded winter jackets for salespeople. Invest in nice jackets (at least $150 each) with your logo. If they’re stylish, your team will wear them everywhere — turning them into walking billboards.
- Vinyl wrap your vehicle. Turn your car into a moving advertisement.
- Hire a drone pilot for lot flyovers. Professional aerial videos of your lot make for amazing social media content and website visuals.
- Start posting Reels and TikToks. Short, engaging video content sells. Get creative, have fun, and show off your homes.
Part 3: “Shoot for the Moon” Marketing Ideas
- Manufactured home diorama. Slice a double-wide in half, furnish it, and put up plexiglass so people can see inside as they drive by your business. Update it seasonally.
- Give a Green Egg grill with every purchase. Who doesn’t want a free grill? Bulk-buy from a local hardware store and turn it into a promo.
- Freestyle motocross stunt over a home. Know someone with dirt bikes? Have them jump over a single-wide, film it, and blast it all over social media. People will watch.
- Throw a free holiday concert. Great band. Free food. Local craft beer. Proceeds go to charity. Make it a memorable event.
- Hire a skydiver to announce a price drop. A skydiver landing in your lot with a banner? Now that’s an ad.
- Give away a home to someone in need. A powerful, feel-good marketing move that will get media coverage.
Don’t like any of these ideas? No problem — I’m not offended. There are a million creative ways to market your business. Just remember: Be bold. Be consistent. Be seen.
Now, go make some noise.