EP365: The Power of Homeownership: Building Wealth And Security With Franco Perez | Franco.TV

Stacy Jones:
welcome to marking mistakes and how to avoid them. I’m Stacey Jones, and I’m so happy to be here with you all today, and I want to give a very warm welcome to Franco Perez. Franco is the founder and president of Franco-mobile homes, a leading real estate company that builds innovative mobile homes for families with over a decade of experience in real estate. He’s been instrumental in tackling the affordable housing prices with well-designed solutions and a marketing angle that changed customer perception of the brand category for the better. After witnessing his family struggles during the , financial crisis, Franco was inspired to explore the real estate sector and provide hundreds of families with financial security through inexpensive housing options. Franco is also the owner of Franco Silicon Valley, a media agency for small businesses that leverages digital and influencer marketing. And he’s an author host. The podcast the mobile home movement has been featured in media outlets, including forbes, ABC and Cbs news. Today, Franklin are going to be chatting about how he built his business and made a major impact. and also how he leverages influenced for marketing and digital media to not only drive his own sales, but others. We’ll learn what works from Franco’s perspective, what should be avoided, and how some businesses, Mr. Mark Franco, welcome, so happy to have you here today. Thanks for being here. I’m happy to be here as well. I mean thanks for having me. I’m happy to be here as well say absolutely. So. Let’s start off. How did you get here today? You know. Obviously, I shared that your family had a crisis and you learned from it, and you decided. But you know, is this what you ever thought you would be the king of mobile homes and marketing?Franco.TV:
no, I I would. I had never thought of that. Actually, it’s yeah, I guess, to. To answer your question. I I started like like you, said I. I grew up with a single mom. We really struggled, renting forever, and then and then really went through a lot of pains just trying to get out of that rental or rat race and got into real estate. He did real estate because I found it was somewhere where I was just helping the wealthiest people I could help get the most expensive at home that they couldn’t, and I had to turn down people that are in my shoes before. So left, being an agent and got into helping, trying to help as many people get into their first piece of ownership through mobile homes. And that’s how we got to where we’re at today, really. so

Stacy Jones:
and so along that journey, like, what are some of the things that you learned that you never thought would have been part of your life. What has happened?

Franco.TV:
Well, one is it that journey really opened? Open my eyes to? Really how the world is right? There’s so much. When I was when I was poor, right? There’s so much that I that I didn’t understand about money that I didn’t understand about housing, and how it can really helpget how, how it can help our family wealth and that sort of thing. I didn’t know the differences between rent and ownership right and and how how that could really impact us in the long term. So that’s one big thing. And I really was passionate about sharing knowledge of that. I found out through realization. How can we get information from those that have made it and bring it to people that want to make it right? And and that’s

Stacy Jones:
there’s so much to be said on that question. I could talk for hours. Well, it’s interesting, because, you know, in our American society we don’t at a high school level, get taught anything about life after leaving the parents nest. about home ownership or rental, or anything. I mean. I know that I had no idea I came from a great family. They own their house, but I never knew how much money I really needed to make in order to buy a house. And that’s part of the issues. I think out there are. People think that they need to actually have a million dollars to buy a million dollar home.

Franco.TV:
and that we don’t have enough education right now.

Stacy Jones:
and understanding in general on what’s going to actually allow you to have that freedom

Franco.TV:
absolutely. And and what we’re used to seeing in real estate is only what we see through the media. It’s very attractive to see the selling sunsets or or that sort of thing, and looking at these very huge homes. But then we forget that, you know, we always feel that one day we’re going to besuper successful and be able to afford that. But but we start to forget that we need to make small steps toward that, for that to be a reality, and, unfortunately for some people, they already feel like that dream of home ownership is completely impossible. And that’s what we aim to kind of protect that opportunity.

Stacy Jones:
Along the way you buy a home. It increases in value when you sell it, and you’ve saved maybe a little bit more money. You can now get into something a little bit bigger, and that’s how you get to that castle in the sky.

Franco.TV: Exactly, absolutely.

Stacy Jones:
So you started your business when you you turned into deciding mobile homes. Was it that this is what you wanted to do? Now, I have seen on your website that you coined the phrase sexy, mobile home. What made you do that?

Franco.TV:
Well, really good question, you know, I think well, first was the realization that so many of these myths and so many of these stigma. Our associations with mobile homes and mobile home parks are only what we see in the media. Right? So we see in movies. These are the lowest of the low. There. There’s criminals in here. They’re bad quality homes, you know, and and we only see, like M. And that music videos that relate to mobile home parks and that sort of thing. And we really, I realized that you know, all of this is really false information. We’re seeing that people are. You know, the quality of these homes are actually quite nice. It’s just like apartments. There’s really bad quality apartments. You don’t want your kids around. And then there’s luxury-style apartments. There’s that same spectrum with mobile homes. And then we have mal ones that are appreciating. We have mobile that are really high quality homes. But that being said, you know. because of all that stigmas, I wanted to really help people realize that this is something that can be attractive. That can be sexy, right? How do we make financial freedom, sexy? Right? We we. And it’s really a conflicting thought. And with that it builds controversy. It builds thought leadership. It builds conversation around. Maybe I should think about this right? Because if I first off say, Hey, mobile homes are nice. whereas, like it, says sexy mobile homes. Then then it sounds on on one side. It sounds like I’m trying to sell you that this is a great idea. Blah blah blah! But when it’s this interesting word like sexy, it’s like man who does this guy think it is. And then, now I’m interested. Now I’m going to look into their stuff. And I’m like, Wow, this actually is kind of sexy, I, you know. And and it’s all the the sequence of how people think about your brand, and your company is what I feel like is important.

Stacy Jones: So literally, just using the word sexy has opened it up where people are doing a double take

Franco.TV: exactly. Yeah.

Stacy Jones:
That’s awesome. And so along the way, when you were building this, and you’re like, I’m going to make it the sexy, mobile, mobile home. What did you use to market? This? Was it just saying it did. It was including in advertising with it on your social media. How far did you go with like diving in and taking this name and really, building it out?

Franco.TV:
Well, you know, of course, it’s not just the name there’s so much work putting put into this, you know, because of all these false stigma, we realize that there’s a lot of people that are against this whole concept, and the only way to break through that concept is through visuals right with younger generations. All they take in information is through visual. So we really had to push video video video in all ways through short term, short form, video, long form Youtube videos, long form educational videos. That’s really what helped us get our name out there. That’s what helped us break those stigmas because we could talk about it on an audio. Podcast but until you actually see for reals how these foot high ceilings can be done, how these quartz countertops, these stainless steel appliances, how it actually looks! That’s what’s going to shock people. And we knew that coming into it. And we knew we had to invest a lot of video content to to get over that hurdle for people to understand that mobile homes are not what we’re used to or not what we assume.

Stacy Jones: So what are mobile homes now?

Franco.TV:
Well, now we you know I do a lot of advocacy on how these are built, and and we’re to be honest with you. The way we’re building them now are actually much higher equality than most single family. Traditional homes are being built. So now we’re we have these huge , square foot homes, bedroom, bath.

Franco.TV:
Like. I mentioned the courts counter-top stainless steel appliances, modern technology in there, like working with Alexa and Google.keep in mind that that these, the people that are living in here are people that can’t afford those million dollar homes, but they still want to get a piece of home ownership. And we have a lot of people that are engineers making , k. That sort of thing, and they just want something to avoid paying rent and regretting it for years. But they still maybe can’t afford these huge multi million dollar homes. So we’re seeing a lot of innovation. We put you. We’re building these in factories and and building it in a much more effective and a efficient way to keep it affordable.

Stacy Jones: And so with that, how are you expanding that messaging is, are you doing that by More thought leadership? Are you trying to get more media coverage? What are you doing to kind of make sure that you’re doubled down and finding success with that.

Franco.TV:
Well, it’s really a blend of all right. And and you know, I’m a kind of a radical in some marketing ways. We do a lot of funny. We we do a lot of fun things like we have influencers that will play it electric guitar or electric violin in our space, you know, cause for it to be attractive. And then also it shows off the beautiful space of a mobile home. Right. And so that’s one of the things that initially early on when we didn’t have money that really brought a lot of attention, you’re causing video retention by having someone interested in. Wow! This is a great violinist, right? And then your and then you also have people looking at the home itself in the background and on our title it’s saying it’s an a mobile home, and people are like what? And that ends up going up right. It’s all about building noise around your company and building attention and bringing multiple street multiple values to the listener so that you can so that you can grab interest about your your business or your content. And I think, having that concept, and instead of the traditional concept is like, how can I spend for a commercial or ads? And that sort of thing, and and sell myself or sell our business. We try to come up with much a lot of different innovative ways to market ourselves. So that’s yeah, we have several different ways. But yes, through through media. And that sort of thing, too. But to be honest, most of our stuff is on on the Internet, Youtube, Instagram, that sort of thing.

Stacy Jones: And then you decided that you wanted to build a media business as well. So tell me about what you’re doing with that.

Franco.TV:
So the media business actually kind of happened a little bit before the Mobile home stuff. It actually happened before growing up as a kid. I’ve always loved video. And I’ve always wanted to become a videographer or a cinematographer growing up. But it just didn’t end up making financial sense for me at the time. but I’ve always had a passion for video. I’ve always had a passion for arts. I’ve always wanted to become an artist. so it’s that mixed with. I love supporting small business owners. I feel like there’s so many mom and pop restaurants that are great at making great food, great service, that sort of thing, but they’re bad at making noise, and bad at spreading the word. So I take it upon myself to kind of take this on as like a hobby to help. You know, some friends that have small businesses that they wanna they want to grow, and that sort of thing, and it ended up becoming kind of like an influencer situation for myself, where we were featuring local restaurants in the area, that sort of thing. And then it came about putting together and gathering community a community of influencers so that they can really empower and launch a small business. We’ve had events for restaurants that we’re opening, and then we’ll host an event and gather like local influencers. We. We set them up to create a ton of loud noise and content around their small business. Then, when it comes to opening day, they got lines outside of their doors, and and that to me was just rewarding and fun. And and even if it wasn’t us that we’re making the video content, it helped out that business owner feel more secure, and that sort of thing, too. So that’s something that we do. Yeah, there’s a lot of small businesses that in general they’re not usually staffed to be able to actually create content. And but they’re expected to get Buts and seat today through social media and Pr or influencers and initiatives. So it is definitely a a need on a local level. Yeah, yeah, it’s it’s amazing. The influence in the power of what having a third party advocate in in the in Instagram or Tik Tok, how? How much that can make a difference? It’s it’s it’s shocking to me. Sometimes I’ve seen people make great videos about an okay restaurant. And then, okay, restaurant would have a to a line out the door again later. I’m like Whoa. you know. And and that’s something that really is the future of marketing. And and it’s it’s becoming more and more popular lately. And it’s a fascinating thing

Stacy Jones:
it is. And is there any other way that you help small small and local businesses? Or is it mainly focused on restaurants?

Franco.TV:
It’s mainly the restaurants. And and we’re helping out to this Pickle Ball Club, too. And just, you know, for me, it’s like I mentioned. It’s more of abusiness that I have as a hobby, and our team of of videographers. And that sort of thing is really just to help out. And and then we help with like posting, and we help with strategy of what they should post about on Instagram and Tik Tok. And that sort of thing, too.

Stacy Jones:
Where do you see with either business? And where do you see your competitors going wrong, or people making mistakes?

Franco.TV:
I think I’d say is making it about selling themselves, I I think, is something that I see a lot of people do. Hey? You should work with us because we are the greatest service, and blah blah blah, where we should really focus on. How is this actually providing value for others? Right? that’s one thing. One mistake that I see. The other is feeling that you have to do the marketing alone, right and and partnering with a marketer actually helps have a third party helps have. Here’s the thing that I’m seeing is like back in the day. Commercials did really well, and and and had a lot of positive outcome from that. Nowadays. We don’t really listen. We almost ignore commercials right now. It’s like, Hey, I follow this, whether it’s Ryan Reynolds or Brad Pitt. If they mentioned a brand, or if they go to a restaurant now, it’s like, shoot. I want to go to that restaurant, or I want to buy those set that set of yoga pants because I like Brad bit right. And that’s how people think now. And you, especially understanding how younger generations think is so important. You know these these people that they fall on Instagram. They’re gonna want to be just like that. They follow them because they want to be like them. And if we can get a mentioned from them, then that can make a big difference.

Stacy Jones: And so I have there been any and I don’t know how involved you are to the day to day of the influencers and partnerships with restaurants? are there any lessons you’ve learned there, or that your team has really experienced, and what works and what doesn’t work when working with influencers.

Franco.TV:
So with that. it’s really finding how one thing that works with influencers is giving them the freedom to create their own piece of content in their own style, so they they don’t. They also, at the same point, have the same concern. They don’t want to feel salesy and that sort of thing as well. They want it to be natural. So how you can connect the dots of relating their their channel to something that they’re relevant to. So, for example, we’re doing this whole campaign for this pickle ball thing. If it’s somebody that’s in, we’re looking for people that are interested in pickle ball, and not just that. But people that are influencers in Badminton, in tennis, hey? Can you? Can you? You know, because they’re relevant to it. Can you create a video of how this relates to badmint in their tenants? Right? So we, it’s important to to connect to find context that will bring value through both sides for both sides, and not just finance or financial value, but value for their listeners and values for the business.

Stacy Jones:
And then do you find that? Are you all paying all your influencers, or are you finding influencers who just want to create content and the goodness of their heart.

Franco.TV:
There there is a mix of both A and and and sometimes the ones that aren’t paid are creating more buzz versus the ones that are paid. But it is a mix of both. It depends on, you know, the scale of the business and that sort of thing. You know. There. There are times where it makes sense to create some sort of payment. Or and then there are times where it helps. There’s a spectrum of influencers, right? So there’s ones that would love to be the first to feature a business, and and they’re growing, and that sort of thing. And then there’s those that are like the Kim Kardashian of the group, or that sort of thing right? And they have agencies that want to be paid. But you know it’s all under. It’s all about understanding. It’s all about understanding where the value like you mentioned can be mutual, beneficial. If a company is already paying , a month to for another form of print, marketing, or that sort of thing. Then why wouldn’t they invest in a long in and invest invest into an influencer campaign as well.

Stacy Jones:
Well, we do a lot enough influencer marketing at Hollywood branded as well. And as you mentioned the Nano and the micro influencers, they’re small guys. They’re eager to be able to work with any brands very often. You have them out there some. They’re certainly looking for payment. But when what made me actually ask this question is the fact that you guys do a lot of events. And when you’re creating an event that’s local in a community. Influencers need to also create content. And they need to go places so that that dress looks great or where those Nike airs are going to actually be seen on their feet. So having that with a restaurant and the fact that there’s food and there’s trade, you actually, as a brand in the small business can do a lot in your local community working with influencers without having to have a heavy lift of fees. So especially around those events, those openings where they can get some press also, or really have your restaurant help highlight the influencer, too. So you get that mutually beneficial kickback along the way.

Franco.TV: Yeah.

Stacy Jones:
And and you’ve seen it for yourself, being being big in that space, too. Right? Yeah. influencers are great. I think that I don’t. I think there’s a rare brand that would not benefit from them. I’m sure that even with mobile home marketing influencers are potentially great. I mean, you think about Matthew Mccona, hey? He’s like your biggest advocate out there. He has, or had, a unbelievable million dollar Mobile home up in the Pacific Palace of Malibu actually area. So you have some names out there who actually can give cachet too.

Franco.TV: absolutely.

Stacy Jones:
So what are your next steps with all of your different businesses that you’re doing?

Franco.TV:
You know, a lot of what we’re doing is really around affordable housing. I’m very passionate about that. That’s wakes me up every day, you know. So we do with this working really well in the Bay Area. We’re now doing that in La San Diego, and we want to be able to expand to any other markets and and partner with any park owners. That’s that’s having certain pains. and how do we help protect these mobile home parks as affordable housing. So that’s something that we’re doing. So that’s really just my mission is to help anything that will do that will help low-income families be able to keep that dream alive of home ownership.

Stacy Jones:
That’s a very significant one. I mean having a home and having the confidence in having a home that’s a lot built into security.

Franco.TV:
absolutely. And and it’s it’s it’s kind of a a scary thing. But people aren’t. This problem is getting worse and worse. I mean. We see it on the news. And and unfortunately it’s going just slow enough with this. I’m big on understanding the wealth gap and that sort of thing, and housing is so important it it pretty soon it’s going to be homeowners and non homeowners, and I hate that separation, and I want to keep that wealth gap as as small as possible. So we all have opportunity. And you know, I think if. We need more people that are helping create housing solutions for our country. So it’s very important to me.

Stacy Jones:
How can our listeners find out more about you? Where can they go? What should they look for?

Franco.TV:
all of our links [email protected], TV, or you can Google Us, the Franco Mobile homes and see how these homes are built and really see how these parks and and we have used cases of teachers and stuff that have been able to succeed and stay in expensive areas. yeah, you can find us on Google or that link there.

Stacy Jones:
Well, Franco, thank you so much for coming today. Really appreciate your time and the energy that you’re putting back out there.

Franco.TV:
Oh, I appreciate what you’re doing to stay, you see.

Stacy Jones:
So thanks for having me, of course, and to all of our listeners. Thank you for tuning into another episode of marketing mistakes and how to avoid them. I look forward to chatting with you this next week. And until then, if by any chance you are interested in influencer marketing or in product placement of getting your brand inter woven into movies and TV shows so that you are front and center and part of that script. Right? Reach out. I’m happy to connect you with myself for my team, and we can talk some more. I look forward to seeing you soon take care