The MHP Brokers Tips and Tricks Podcast Interview with 3 Female Leaders in the Manufactured Home Park Industry in Recognition of International Women’s DayIn this episode of The MHP Broker’s Tips and Tricks podcast, Maxwell Baker, president of The Mobile Home Park Broker, interviewed his wife, Kathryn Baker, and two more female business leaders. These were industry business owners Justine Natalie and Maria Horton.
As with every Tips and Tricks podcast episode, this one is brought to you by The MHP Broker's proprietary Community Price Maximizer. Use this four-step system to get the highest price possible for your mobile home park or RV community when you sell it through The MHP Broker. Guaranteed. Call Max for details.
Here Are the Show Highlights:
• Kathryn introduced herself as the co-owner and chief operating officer (COO) of The Mobile Home Park Broker. Her focus is on customer service excellence, optimizing workflow and driving growth. (Kathryn, 1:26)
• Justine Natalie introduced herself as the co-founder and co-owner of a company called Dynamic MH Solutions. THat’s a hybrid third-party park management operation she started with business partner Mike Scheffler in 2021.They started by offering sales and financing services, and then got into property operations. Their focus is in teaching and training community management. (Justine, 3:00)
• Maria Horton introduced herself as someone who has been in the business for about 23 years, mostly on the human side of the business: property management, community relations, and such. She said she loved watching her young residents grow up, get scholarships, and take on life. She also loves going to industry conferences and networking. (Maria, 4:10)
• Maria said she thinks the biggest challenge is trying to change the image and perception of her industry and the very concept of what a mobile home is. It’s also difficult to go up against the obstacles that local communities place on manufactured home parks to regulate them and seemingly control them out of existence. (Maria, 5:55)
• Max observed how intimidating an industry conference might be to some. For instance, the difficulty of someone just starting out trying to strike up a conversation with someone who owns 100 parks. (Max, 6:48)
• Maria noted that she has the social ability to approach anyone at a conference, and that she goes out of her way to meet someone who seems intimidated or on the outskirts of the social action, and introduce them to others. She’s also glad to see how many women there are at these shows now, compared to years before. Women are finally becoming a bigger part of the career path. (Maria, 7:07)
• Max then asked his guests to address the various business challenges they’ve had to take on, being women in the business. (Max, 8:00)
• Justine said that there are so many details and decisions she has to stay on top of, it’s easy to get imposter syndrome and wonder how she possibly has the talent and ability to thrive or survive in such an environment. She said that she thinks women might overthink this more than men, who might have a greater tendency to just “jump right in” with greater confidence and less insight. This, she thinks, is a daily challenge and one she’s always trying to overcome as a female business owner. (Justine, 8:23)
• Max said that he thinks women tend to be better business operators than men. The men prefer “flying by the seat of their plants” while women plan and strategize before taking action. (Max, 9:49)
• Justine and her husband have observed that the careful pre-planning is something she does in her business life, but not at all in her private life where she’s more spur of the moment. (Justine, 10:09)
• Maria thinks that might be because more people are affected by decisions she makes in the business life. At home, she can blunder her way through decisions because they affect fewer people. (Maria, 10:40)
• One of Maria’s biggest challenges is staying abreast of all of the organizations and associations she takes an active part in. She always wants to feel that she’s making a positive impact in her industry, but it’s easy to get sucked in and get overinvolved. Sometimes she just doesn’t know when or how to say no. (Maria, 11:29)
• Kathryn stated that she also sometimes experiences the impostor syndrome like Justine. She’s eventually come to realize that she doesn’t always have to have all of the answers, that she can rely on others on the topnotch team they’ve put together through the years. (Kathryn, 13:39)
• Justine has made a point of hiring great people who are good at what they do so she can let them make key decisions when they should. But it took her awhile to realize that she could trust others to help her run the business. (Justine, 14:21)
• Kathryn said that she learned how to accept the freedom to fail from a video biography of Spanx founder Sarah Blakely. She said that around the kitchen table as she was growing up her dad would ask her all the time, “Sarah, what did you fail at today?” The idea was to lose the fear of failing and be able to take decisions and get right back up on your feet if you failed the first time. Kathryn feels she is much more confident that way, now. (Kathryn, 15:12)
• Regarding advice she’d give for women who are trying to purchase a manufactured home community, Justine said that her first tip would be to join Women Advancing Manufactured Housing (WAMH). In that way, women business owners would join a network of seasoned professionals who could offer tips and suggestions and advice. That’s the purpose of WAMH, an organization with which Justine has been closely involved. (Justine, 16:49)
• Her second piece of advice is that the female entrepreneur should learn how to advocate for themselves and not to sit quietly by. The idea here is to control their own destinies. (Justine, 17:30)
• Justine said that she thinks there’s still a little of a glass ceiling working against female entrepreneurs, but it’s much more subtle than it used to be. She said that she can buy a community today, but if she goes to see a lender with a male partner, the lender’s questions and comments often get directed to her partner a lot more than to herself. You have to put yourself out there when that happens, and make sure you’re heard. She says she’s also lucky in having a male business partner who’ll turn the conversation back to her when he feels she’s being ignored or minimized as a woman and an expert. (Justine, 18:45)
• Maria doesn’t think there’s much of a glass ceiling these days in manufactured home communities. She said that female park management is becoming more common and there are fewer barriers than ever. (Maria, 19:57)
• Max credits Kathryn with being key to building their own company to where they’ve been able to take it. Without his wife’s involvement, he felt that he would be a solo broker with maybe one employee, but she’s been able to help them grow it far beyond that point with her organizational and management skills.(Max, 23:56)
• Max specifically credits Kathryn with being much better at managing people than he is. (Max, 24:45)
• To Max’s question regarding the most important lessons learned while in the manufactured housing industry, Maria responded that patience is required. That’s necessary because change is constant, and there’s always something new to learn. (Maria, 25:53)
• Justine observed that the industry is constantly evolving to stay ahead of changing economics or cultural changes. For example, when the economy is on a downswing, park operators will offer more in the way of home rentals rather than sales. It’s critical to be able to evolve with the industry because that’s how to stay profitably in business and survive the changes. (Justine, 26:44)
• Maria thinks one advantage women might have is their sense of flexibility. They really can change with the times and adapt to changing conditions. (Maria, 28:57)
• Kathryn is pleasantly surprised at how gorgeous today’s manufactured homes are. It’s not like the stereotype at all. (Kathryn, 29:27)
• On the subject of business role models for women, Maria said that Leslie Gooch and Paula Reeves are among the industry insiders who made the greatest impression on her, but that there were many others as well. These included bankers, association insiders, and too many others to mention. She also name-dropped Justine in this category. (Maria, 30:33)
• Justine mentioned Maria as one of her mentors through her activism in the associations and her ability as a “connector,” someone who can bring people together and inspire networking. She’s also done a lot to provide home ownership lending for community residents. Justine is also impressed with the leadership of WAMH and how they’ve encouraged women in the business. (Justine, 31:48)
• Justine is also impressed with Dr. Vrnka Boykin as a role model for women in business leadership. She addresses such topics as work-life balance for women. (Justine, 33:15)
• Kathryn takes inspiration from Brene Brown, a speaker and influencer from outside of the industry. Brown speaks in a communication style. Kathryn also sees Sara Blakely, the Spanx founder, as a role model.
• Max’s final question was on trends or developments that might shape the future of the industry for women. Justine mentioned the increased number of women buying and operating communities. She thinks that, as this happens, women will create more of a focus on creating clean, safe, affordable housing rather than just maximizing the bottom line. (Justine, 35:03)
• Maria felt that need to do more in the way of getting the word out on the high quality of the manufactured homes available today. Home ownership is the American Dream. And it really is readily available through manufactured homes. (Maria, 36:44)
• WAMH is an organization run by women, but not exclusively for women. Men are members, too. Today the organization has about 400 members. (Justine, (Justine, 40:27)
• WAMH has had a variety of educational classes for members on subjects as diverse as trends in technology and automation to pet screening. The goal is to educate park owners on the latest trends and developments in the industry. (Maria, 41:35)
• The Mobile Home Park Broker sees plenty of opportunity for men and women in the industry. Please call Max Baker at The MHP Broker, (678) 932-0200 and we’ll help you find a qualified buyer and an optimal sale price.You can also drop us a line at info@themhpbroker.com.
Power Quotes in This Episode:
“...you;re working with people’s livelihoods, right? I mean, if you make a mistake for the business, you’ve got employees and clients and all sorts of people that you have to answer to. So yeah, being able to put a plan in place is very important.” (Justine, 11:07)
“I think there really isn’t a glass ceiling any longer for women in this industry if they are strong business women that are ready to jump in and be assertive and get to know everyone.” (Maria, 19:57)
“I think (manufactured housing) isa fantastic solution for affordable housing, and it surprises me that it doesn’t get more attention…I have learned that the homes are absolutely gorgeous.” (Kathryn, 29:27)
“I think women will continue to have the thought process of advancing the industry forward, making sure it’s clean, safe, affordable housing for families, and things like that.” (Justine, 35:03)
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