Discussion Forum Topic:

Why MHI’s New CrossMod™ Isn’t a Mod at All!
Original Comment:
You may have recently heard about a new trademarked housing product from the Manufactured Housing Institute (MHI) called CrossMod™. According to their sales literature, the home:

“represents the blending of features built on-site to create a new class of homes for our industry (cross or crossover) and the innovative, efficient methods used in off-site home construction (mod or modern). Additionally, MHI’s research found the undefined use of “mod” drew favorable associations to the terms “modern” and “modular.” While nine percent of respondents said they would consider purchasing a manufactured home, 46 percent said they would purchase a CrossMod™. This is why the distinction between the two categories is so important for attracting more home buyers to our products.”

Please read that paragraph again, let it sink in, and fully understand exactly what is going on. The term “manufactured home” only appeals to nine percent of potential home buyers. But add the “undefined use of mod” to the name and suddenly it jumps to 46%!

MHBA and the commercial trade association MBI, have invested considerable resources into research, education, surveys, and alliances to help improve the public’s perception of the term “modular.” And its working! Today, modular construction is poised to explode in growth.

Dozens of universities across North America now teach architects, engineers, and construction managers about modular construction. This was not the case five years ago! “Modular” didn’t suddenly become popular and acceptable overnight. It did so in part because our industry trade associations made it a priority years ago.

Putting a manufactured home on a permanent foundation, adding a pitched roof and a porch doesn’t make it modular. It makes it a damn nice manufactured home. And that’s nothing to shy away from. Take pride in your own industry and own it! But don’t high-jack our industry because your marketing team thinks it will help with sales.

These new products will inevitably be used as comps when assessing the value of true modular and site-built homes. How is that fair? What happens to the value of the tens of thousands of “regular” manufactured housing units when the industry itself turns it back on them.

I will never make a disparaging remark about a manufactured home. It is a viable and affordable housing solution that is much needed in this country and has provided decent living accommodations for countless people. But it’s NOT a modular home. If this CrossMod™ is built to the federal HUD code, it’s a manufactured home. Calling it something else is just dishonest, disingenuous, and intentionally misleading.

We are calling on the Manufactured Housing Institute to stop marketing this product and to stop misleading the public. We are asking the public to ask one simple question when considering this product: “What code is this built to?”

If I have a bike with two wheels and a seat, and it propels forward as a mode of transportation. Can I call it a Harley Davidson? After all, there are some similarities.
Started on February 7, 2020 by Tom Hardiman
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