When I first got involved in my wife’s family’s mobile home park in Navarre, Ohio, we had about 25 empty lots—nearly 10% of the community sitting idle. This park had been built by her family starting in 1971, one street at a time. They’d install a new street, fill it up, then do it again. For decades, it thrived. At one point, there was even a waiting list to get in.
But over the years, things changed. Older homes were pulled out. Marketing efforts faded. Visibility suffered. While I didn’t take ownership of the entity, I stepped in to help change the trajectory of something that clearly had good bones—and good potential.
First Impressions: Signage That Actually Worked
One of the first things I noticed was the signage. It was small, weathered, and tucked away in a spot no one could see unless they already knew where to look. We replaced it with bold, modern signage in highly visible areas. Then we took it a step further—placing trifold signs in the open field at the entrance to the park. It was a simple move, but one that immediately changed how people perceived the community.
Community-Focused Marketing
Next came grassroots marketing. We weren’t throwing money at online ads or complex campaigns. We focused on where our future residents already were—listening to local radio and attending church. We placed ads on local radio stations and in church bulletins. These were affordable channels with a strong, trusted reach, especially in small-town Ohio. It worked.
Partnering for Progress: The Dealer Model Strategy
We also forged a smart relationship with a local home dealer. He’d bring in one of his new homes to our park. We paid for utility hookups, and in return, we didn’t charge lot rent until the home sold. The best part? Most people ended up buying the model itself—it was ready to go, staged, and already set up. The dealer was happy because homes were moving, and we were happy because lots were filling.
The Realtor Who Moved In
One unexpected win? The realtor who sold many of the homes in the park ended up moving in herself. That spoke volumes. It validated the park’s livability, community feel, and the momentum we were building.
The Results: 25 Vacant Pads to Just Two in Six Years
Over the course of six years, our approach worked. We went from 25 empty lots to just two. No gimmicks, no shortcuts—just visibility, consistency, and smart partnerships.
Final Thoughts
As a CPA (inactive) and former CFO, I naturally looked at everything through a financial lens. But sometimes the best returns come from the basics—signage, local engagement, and aligning incentives with the right partners. I now apply those same principles at Sperry – The Masica Company, helping others unlock value in their properties. Whether you’re an owner, operator, or advisor, the lesson is the same: there’s almost always opportunity hidden in plain sight—you just have to look with the right lens.
If you have a park you’d like help with please call me at 330-606-9459.