BUILT ON TRUST | A COLUMN BY LEAH FELLOWS
A COLUMN EXPLORING EXPERIENCE, TRUST AND GROWTH IN THE BUILT
ENVIRONMENT Leah Fellows CUSTOMER EXPERIENCE & STRATEGIST ADVISOR Wheels Off Debunking Buyer Beliefs About Manufactured Homes
At the heart of every decision is trust. At the heart of every home is a story.
By: Leah Fellows | Blue Gypsy Inc. 01. The Belief Problem Comes First One of the biggest challenges in manufactured housing is that buyers often walk into the conversation with a fully formed opinion before anyone has said a word.
BUILT ON TRUST.
consider unless they had run out of options… and their vision usually has wheels. Once that belief is in place, it shapes the way they hear everything else. That is why this is such an important topic from a customer journey standpoint. When a prospect comes in carrying old assumptions, you are not simply introducing a product. You are stepping into a conversation that is already emotionally loaded. The buyer is not starting from neutral. In some cases they are showing up already skeptical, carrying a belief system that may be outdated but is still very real in how it affects their trust. Preconceived notions are not limited to manufactured homes.
There are many lived experiences that create misconceptions across the board in new home sales. This is where building trust comes in. In my experience, that is where the industry still misses it. We assume the product will do the heavy lifting, when in reality, the perception often gets there first. We cannot act as though better product alone will fix a perception issue. It will not. Product matters, of course, but if someone never gets beyond the stigma, they may never stay in the conversation long enough to understand the value. And sometimes our salespeople never stay in the conversation long enough to understand the true concerns that formed the belief in the first place.
That opinion is usually not based on what the product is today: a well-built home created in a controlled environment that can offer comfort, value, and a real path to homeownership. It is based on an image, a label, or a story that has been hanging around for years. For many people, “manufactured home” still translates to something temporary, something inferior, something they would never seriously
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