New Philadelphia, OHIO - With its own radio station, lake, and indoor waterfall, the Schwartz Homes Indoor Megastore is one retail center that's better than the mall at Christmastime. Owner Steve Schwartz has even discovered a way to "control the weather" by creating a mini-neighborhood of manufactured homes under one roof.
There are actually 15 manufactured homes inside, and 50 more outside this 72,000 square-foot "palace," on 12 acres in New Philadelphia, Ohio. The retail Megastore attracted 10,000 people during its first 3-day weekend, with 84 homes sold in the first three weeks. The Ohio Manufactured Housing Association named them "Retailer of the Year" in 1996.
Schwartz sets a whole new trend for retail center business. Although not every retailer has this kind of budget to work with, every retailer has the opportunity to use marketing creativity to enhance their sales environment.
Imagine this retailer center setting. Lake Mega is a 150 x 50 foot body of water, with landscaped homes around it -- homes complete with attached garages, decks, and interior furnishings. Each home is individually heated and cooled. In the middle of Lake Mega is a 35 foot high x 16 foot wide Vegas-style sign announcing the Megastore to passing motorists. The first sign of its kind, this computerized advertisement is lit by 2,500 bulbs on each side, with messages rotating between public service announcements and Megastore news.
But Lake Mega wasn't quite enough water for Steve Schwartz. When he planned the retail megacenter, he told his architects he wanted a 15 foot waterfall behind the reception desk. His architects were obviously wrong when they said it "couldn't be done" -- you'll have to visit the center and see for yourself! The Schwartz Homes Indoor Megastore is even home to a commercial radio station, country music style; and its own in-house advertising agency.
Other amenities include a theatre room, with surround sound, where visitors can watch a nine minute video and learn more about manufactured housing. There's a playground and video arcade for the children.
This past Christmas, the Megastore staged a Tour of Lights, with the center and the homes decorated in different themes; for example, Mickey Mouse, Nautical, etc., involving local community groups and parents. Another successful promotion was "Safe Halloween": the Megastore created a local trick or treat neighborhood, with manufactured homes lit up and people handing out candy in each home. Over 600 children stopped by in two hours, according to Schwartz, who said they had "scarey movies" and spooky sound effects playing.
What's missing is as revolutionary as what's included when you walk into the Schwartz Megastore: There are absolutely no closing booths, and no high-pressure sales pitches, according to Schwartz. The center's 58 employees include a greeter at the entrance, plus a highly-trained sales staff of 25, consisting of five "captains," with five associates under each captain. Near the entrance is a diagram, illustrating the Megastore, inside and out. There is a complete videotape available about the Megastore and manufactured housing, brochures and other take-home literature. Inside each home, there is a round dining room table, with a phone and computer, offering complete comfort and privacy.
Schwartz is currently developing a "pursuit" room, with twelve computer stations to track prospects via telemarketing. He utilizes radio and television advertising, and outdoor billboards 80 miles out entice travelers to stop by the Megastore
Opened on January 15, 1996, business for the Schwartz Megastore in 1996 was up 33 percent in "a flat market showing a 1-2 percent increase," said Schwartz. October through December saw 25,000 people visiting the retail center, including many who had never before considered a manufactured home.
The Megastore is open 7 days a week from 9 AM to 9 PM, and 11 AM to 6 PM on Sunday. They have a wide variety of product, ranging from $17,000 to $65,000 single section and multi-section layouts. The Schwartz Megastore is the largest dealer for Skyline Corporation and the Hart Housing Group. They represent Holly Park and Fleetwood Enterprises.
Homebuyers can literally have a cup of coffee and a hot dog(right at the Megastore, of course) with a 20-minute turnaround on credit applications. They can have a new home in three to four weeks.
Steve Schwartz is not new to the manufactured housing industry. It is a family business started by his parents in 1947. The Schwartz Select Store down the street from the Megastore, sells used and pre-owned manufactured homes. Steve had been driving by the site of the Schwartz Megastore, formerly a discount store, for 15 years -- envisioning the possibilities.
Once visitors are inside the environment of the Schwartz Megastore, they can see, hear, touch, smell, and taste manufactured home living. "It's a show I may take on the road and franchise at some point," Schwartz said.
Patricia Greco is a professional writer and marketing
communications consultant to the manufactured housing industry.
Patti is published in the Journal and in the Allen Letter, and is
collaborating with George Allen on the nation wide "resource Packet"
direct mail promotion. Greco Writing creates custom-designed literature
and logos that reflect the upgrade image of the industry.
Greco Writing, 8 Wintergreen Court, Lunenburg, MA 01462 Phone 978-582-0961
