Cape Cod Model at Builders' Show: Fleetwood Reinvents Marketing Approach With 'Precision-Engineered Modulars'

摘要

Riverside, CA—"In our most successful years we have always sold to the mainstream of American housing," says Wes Chancey, president, Fleetwood Retail Corp. and vice-president wholesale housing for Fleetwood Homes. "We will continue to do that with our HUD-Code homes and our new line of precision-engineered modular homes," he adds. As a recent change in their corporate marketing policies, Fleetwood now has six factories manufacturing residential modulars. One of their homes, a distinctive Cape Cod model, will be on display at the International Builders' Show sponsored by the National Association of Home Builders in Orlando, FL this month. Chancey says the Cape Cod will be part of their corporate movement to offer homes for builders and subdivision developers in the 'mainstream' of home marketing. To meet the demand for more attractive dwellings, Fleetwood has created an entirely new design department for both their HUD-Code and modular homes. Currently, Fleetwood is the largest producer of multi-section HUD-Code homes, and experts report their market share overall is up about 3%, the back log has doubled and their order file is up about 36%. "We're looking forward to a really good sales year in 2005," says Chancey.