At the 2009 MHI Summer Meeting, it was projected that approximately 12,000 new modular homes will be built in 2009. While we painfully endure these difficult economic conditions, we should take time to reexamine the two following most prevalent consumer modular housing perceptions to determine how we can build on or alter these perceptions to position our modular company for growth as the economy eventually recovers.

CURRENT CONSUMER MODULAR PERCEPTIONS

1.     Modular housing is more “affordable” (i. e. cheaper) than site built housing

2.     Modular housing is essentially “plain vanilla” housing (i.e. this is the reason making it cheaper)

Proper reexamination of the above consumer perceptions and appropriate follow up actions by modular manufacturers over time will lead to the following modified and expanded prevalent consumer modular housing perceptions.

ATTAINABLE FUTURE CONSUMER MODULAR PERCEPTIONS

1.     Modular housing is more “cost effective” and of higher quality than site built housing: Modular housing is a competitive cost option in most regions, and modular product quality assurance increases over site built housing as the finished product becomes more complex.

2.     Modular housing is an established process that readily accommodates product design flexibility and customization: Finished modular products range from entry level homes to highly customized upper level homes.

3.     Modular housing is the most efficient process for many Green Building features: Significant energy saving Green Building features such as photovoltaic roof systems that transform solar energy to electricity, high R-value wall insulation and windows, as well as forthcoming sustainable materials are potentially more efficiently installed in a modular factory rather than on the building site.

The above future consumer modular perceptions are readily attainable through a collaborative effort between modular manufacturers and enlightened home builders.