Ramsey Cohen is the Retail Marketing Manager for Clayton Homes, a company that has been building and selling manufactured homes since 1956 and that has grown from having one location to more than 350 home centers across the country. Ramsey has been in manufactured housing sector for most of his career, and while he started on the finance side of the industry, he has spent the past 7-10 years in advertising and marketing. In his current role, among other things, he oversees marketing for all retail locations across the U.S. He joins Ownership Matters to discuss trends, the buying process, new construction techniques, and more.
Episode 17: Talking new home purchases with Ramsey Cohen of Clayton Homes
0:12 Episode introduction
Ramsey Cohen is the Retail Marketing Manager for Clayton Homes, a company that has been building and selling manufactured homes since 1956 and that has grown from having one location to more than 350 home centers across the country. Ramsey has been in manufactured housing sector for most of his career, and while he started on the finance side of the industry, he has spent the past 7-10 years in advertising and marketing. In his current role, among other things, he oversees marketing for all retail locations across the U.S.
2:35 What Buyers are Looking For
The main thing Ramsey sees buyers concerned about these days is aesthetics, and the customer base is basically the same as the customer base for site-built homes. The market for manufactured homes is diverse and growing, and with the homes’ benefits in areas of environmentalism, building techniques, and price, Ramsey expects to see the growth only increase.
6:03 Ramsey and Mike Talk about Change
Having already talked about various developments in the manufactured home industry, Mike wants to specifically address the topic of change in the sales sector. Especially because of patterns of internet use, Ramsey sees that buyers have taken the driver’s seat. They will only continue to expect tools, resources, and information to meet them where they are.
8:26 The Difference Between a Clayton Retail Location and Independent Retailer
Ramsey talks about the dynamics between a Clayton retail home store and an independent retailer that sells Clayton homes. Both present buyers with the same products. There may be slight differences in product selection at different stores, but other than that, the main difference is relational.
11:41 Regional Differences and Design Elements
The building experience at Clayton is similar across the U.S., though there are some differences depending on region-specific needs (particularly related to climate). Spanning Clayton’s operations, though, Ramsey sees one key thing that contributes to the long-term value and durability of the company’s homes: energy efficiency. This helps with utility regulation and costs, appeals to the younger generation that will represent the next wave of homebuyers, and represents financial savings over time even if initial upgrades require an upcharge.
17:45 On the Cutting Edge
Getting into more detail about the exciting ways in which Clayton is crafting homes, Ramsey explains that the company is blurring lines between onsite and offsite construction through a process called panelization. This process enables workers to function more as assemblers than builders, with different components of houses (like roof trusses) built at an offsite location and various components brought together for assembly. Innovative processes like panelization require regulations and classifications to keep up with industry changes, and will hopefully continue the de-stigmatization of manufactured homes.
23:50 Charity, Constancy, and Final Thoughts
Mike and Ramsey discuss the work that Clayton has done in partnership with Family Promise to provide people with homes and combat the problem of homelessness (even giving a home to a family within an ROC community, as this article shares). Ramsey shares about changing cultural conceptions of manufactured homes – conceptions that now center more on the simple value of a home as a home! Finally, he encourages collaboration across the manufactured home industry for the sake of reaching common goals.
Learn more about Clayton Homes