Bill Boor
Analyst · Greg Palm with Craig-Hallum
Yeah, I appreciate that question because it's so hard to give this justice and we try to be pretty concise in our prepared remarks. Just to give you a little bit of history, we've got 31 plants. And for the most part, those plants have come through a number of acquisitions over the years, really dating back to the Fleetwood acquisition, which was, I think, 2009. What we've done in the past is if we had a plant that came to us through Fleetwood, they were -- they continue to be called the Fleetwood plant in the market. And as a result of that, their products tended to be branded as Fleetwood products. And it didn't matter what they were making. So, if they were making a lower-priced product or even if they were making a higher priced, no matter what the characteristics of the product was that was coming out of that plant, people would refer to it as a Fleetwood home. And that was fine for a while. But we're getting to the point now where with the investments we've made in online marketing and the opportunity we see to do more national marketing or programs that are national in scope, that started to not work well or we saw the opportunity. And so what we've really done is we said, okay, all of our plants are Cavco plants. And whatever products they make, we're really not changing the physical product a given plant makes, but no longer is the name of that product tied to the name of that plant. So now we have product lines which are categories of homes that we make, and they'll be named with that short list of products, think about maybe four product lines across the nation. And those product line names will tie to characteristics of the home. So, if it's a high-end customizable higher-priced product, full tape and texture, that will fit into a given product line rather than just having the plant's name associated with it. If it's a lower-priced VOG, vinyl-on-gypsum products with less customization, that will be in a different product line. So you can imagine if you're a customer starting your search online, you're going to be looking at trying to figure out, okay, I think I'm in this category of homes. And we're going to be able to more directly help you say, okay, you're looking for this product line, and here are some independent or company dealers that can help you after you're ready to go talk to a dealer. So it's really going to improve the leads that go to those dealers, and it's going to help the customer much quickly, much more quickly get their search narrowed down to homes that really fit their needs. So this is a big deal. It's going to allow us to do some interesting things. We've recently introduced some national products that are going to be available in all of our markets because plants in every market can produce those. The ability to do marketing campaigns much more efficiently on cavcohomes.com has greatly improved. So we really think this is going to add a lot of clarity for folks shopping for our homes. It might have been a little long-winded there, Greg, instead of too concise in the opening statements. Does that do a good job of explaining it?