Market Share & Market Share & Demographic ReportsDemographic Reports

June 6, 2005June 6, 2005

Statistical Surveys, Inc.Statistical Surveys, Inc.

Founded in 1957, Statistical Surveys, Inc. (SSI) has Founded in 1957, Statistical Surveys, Inc. (SSI) has a long and established history of providing a long and established history of providing detailed statistical reports for the Marine, detailed statistical reports for the Marine, Manufactured Housing, RV - Motorized and RV - Manufactured Housing, RV - Motorized and RV - Towable industriesTowable industries. SSI has established strong, . SSI has established strong, long-standing relationships with industry leaders long-standing relationships with industry leaders in each of these fields and understands the in each of these fields and understands the intimate details of each industry. These insights intimate details of each industry. These insights give SSI the power to spot emerging trends in the give SSI the power to spot emerging trends in the data. That's why SSI reports are the most accurate data. That's why SSI reports are the most accurate you will find anywhere in the world. SSI is used by you will find anywhere in the world. SSI is used by the industries they serve as well as the national the industries they serve as well as the national associations of each industry as the source for associations of each industry as the source for their their retail data reporting needs. SSI can track retail data reporting needs. SSI can track data in most states from a national level down to data in most states from a national level down to state, county, city, and even dealer levels.state, county, city, and even dealer levels.

Statistical Surveys, Inc.Statistical Surveys, Inc. Founded in 1957Founded in 1957 Capture titling and permit data on NEW Capture titling and permit data on NEW

HUD home placementHUD home placement 88% accuracy88% accuracy Wisconsin (55%), Wyoming (64%), Wisconsin (55%), Wyoming (64%),

Louisiana (48%), South Dakota (62%)Louisiana (48%), South Dakota (62%) Mod info – 2006Mod info – 2006 Dealer info suspect in some statesDealer info suspect in some states Augment with InfoUSAAugment with InfoUSA

Market Share -- BTAMarket Share -- BTAHouston, TX BTANew Units - 2004

CMH Retail CMH Retail ShareCounty 2003 2004 Q12005 2003 2004 Q12005 2003 2004 Q12005 2004 2004Austin,TX 80 35 12 5 5 2 6.3% 14.3% 16.7% 3 8.6%Brazoria,TX 175 182 42 51 37 11 29.1% 20.3% 26.2% 11 6.0%Chambers,TX 23 24 0 9 9 0 39.1% 37.5% NA 4 16.7%Colorado,TX 25 35 15 2 3 1 8.0% 8.6% 6.7% 2 5.7%Fayette,TX 28 50 15 4 8 2 14.3% 16.0% 13.3% 5 10.0%Fort Bend,TX 120 83 14 36 29 7 30.0% 34.9% 50.0% 27 32.5%Galveston,TX 78 102 37 16 22 5 20.5% 21.6% 13.5% 37 36.3%Grimes,TX 53 42 14 14 16 7 26.4% 38.1% 50.0% 9 21.4%Harris,TX 849 817 158 337 318 59 39.7% 38.9% 37.3% 264 32.3%Houston,TX 41 24 1 18 8 0 43.9% 33.3% 0.0% 2 8.3%Leon,TX 33 46 12 6 12 6 18.2% 26.1% 50.0% 8 17.4%Liberty,TX 150 178 38 29 40 12 19.3% 22.5% 31.6% 25 14.0%Madison,TX 25 18 2 9 6 0 36.0% 33.3% 0.0% 6 33.3%Matagorda,TX 19 14 4 9 1 1 47.4% 7.1% 25.0% 1 7.1%Montgomery,TX 635 430 83 117 104 19 18.4% 24.2% 22.9% 103 24.0%Polk,TX 58 55 20 12 16 6 20.7% 29.1% 30.0% 10 18.2%San Jacinto,TX 29 28 6 7 8 4 24.1% 28.6% 66.7% 5 17.9%Walker,TX 118 72 28 18 21 16 15.3% 29.2% 57.1% 22 30.6%Waller,TX 49 49 9 16 18 4 32.7% 36.7% 44.4% 6 12.2%Washington,TX 44 30 14 4 7 3 9.1% 23.3% 21.4% 1 3.3%Wharton,TX 34 35 11 4 7 4 11.8% 20.0% 36.4% 5 14.3%Total 2,666 2,349 535 723 695 169 27.1% 29.6% 31.6% 556 23.7%Source: Statistical Surveys and CMH Retail Proprietary

Industry CMH MFG CMH MFG Share

Market Share -- Sales CenterMarket Share -- Sales CenterClayton Homes – HoustonClayton Homes – Houston

8877 GULF FREEWAY HOUSTON, TX 770178877 GULF FREEWAY HOUSTON, TX 77017Houston, TX BTANew Units - 2004

CMH Retail 154 ShareCounty 2003 2004 Q12005 2003 2004 Q12005 2003 2004 Q12005 2004 2004Austin,TX 80 35 12 5 5 2 6.3% 14.3% 16.7% 0 0.0%Brazoria,TX 175 182 42 51 37 11 29.1% 20.3% 26.2% 1 0.5%Chambers,TX 23 24 0 9 9 0 39.1% 37.5% NA 2 8.3%Colorado,TX 25 35 15 2 3 1 8.0% 8.6% 6.7% 0 0.0%Fayette,TX 28 50 15 4 8 2 14.3% 16.0% 13.3% 0 0.0%Fort Bend,TX 120 83 14 36 29 7 30.0% 34.9% 50.0% 0 0.0%Galveston,TX 78 102 37 16 22 5 20.5% 21.6% 13.5% 2 2.0%Grimes,TX 53 42 14 14 16 7 26.4% 38.1% 50.0% 0 0.0%Harris,TX 849 817 158 337 318 59 39.7% 38.9% 37.3% 9 1.1%Houston,TX 41 24 1 18 8 0 43.9% 33.3% 0.0% 0 0.0%Leon,TX 33 46 12 6 12 6 18.2% 26.1% 50.0% 0 0.0%Liberty,TX 150 178 38 29 40 12 19.3% 22.5% 31.6% 6 3.4%Madison,TX 25 18 2 9 6 0 36.0% 33.3% 0.0% 0 0.0%Matagorda,TX 19 14 4 9 1 1 47.4% 7.1% 25.0% 0 0.0%Montgomery,TX 635 430 83 117 104 19 18.4% 24.2% 22.9% 0 0.0%Polk,TX 58 55 20 12 16 6 20.7% 29.1% 30.0% 0 0.0%San Jacinto,TX 29 28 6 7 8 4 24.1% 28.6% 66.7% 0 0.0%Walker,TX 118 72 28 18 21 16 15.3% 29.2% 57.1% 0 0.0%Waller,TX 49 49 9 16 18 4 32.7% 36.7% 44.4% 0 0.0%Washington,TX 44 30 14 4 7 3 9.1% 23.3% 21.4% 0 0.0%Wharton,TX 34 35 11 4 7 4 11.8% 20.0% 36.4% 0 0.0%Total 2,666 2,349 535 723 695 169 27.1% 29.6% 31.6% 20 0.9%Source: Statistical Surveys and CMH Retail Proprietary

Industry CMH MFG CMH MFG Share

Dealer Sales -- BTADealer Sales -- BTA

So What?So What?

Trend analysisTrend analysis Competitive analysisCompetitive analysis Distribution analysisDistribution analysis Opportunity analysisOpportunity analysis Brand/Store performance analysisBrand/Store performance analysis

Tell me about the PEOPLETell me about the PEOPLE

ClaritasClaritas Claritas is a marketing information resources company Claritas is a marketing information resources company

dedicated to helping companies engaged in consumer and dedicated to helping companies engaged in consumer and business-to-business marketing.business-to-business marketing.

Founded in 1971, we arm businesses with the information Founded in 1971, we arm businesses with the information foundation – the data, tools, applications, and expertise – foundation – the data, tools, applications, and expertise – needed to examine, target marketing opportunities.needed to examine, target marketing opportunities.

Adding an extensive array of consumer data and delivery Adding an extensive array of consumer data and delivery information through the technology that is best suited for information through the technology that is best suited for our clients.our clients.

The result of our work allows our clients to go beyond The result of our work allows our clients to go beyond conventionally accepted marketing strategies to capitalize conventionally accepted marketing strategies to capitalize on new opportunities and existing potential.on new opportunities and existing potential.

PRIZM OriginsPRIZM Origins Claritas Inc. has its roots in the General Analytics Claritas Inc. has its roots in the General Analytics

Corporation (GAC), conceived in 1961 by Jonathan Robbin; Corporation (GAC), conceived in 1961 by Jonathan Robbin; a scientist who understood that America was not destined a scientist who understood that America was not destined to be a mass market for long. Though he was not a to be a mass market for long. Though he was not a marketer by profession, Robbin understood before others marketer by profession, Robbin understood before others that America was becoming a market of diverse populations that America was becoming a market of diverse populations that reacted and behaved differently – a so-called market of that reacted and behaved differently – a so-called market of minds. To find, locate and describe these markets, Robbin minds. To find, locate and describe these markets, Robbin invented a new industry – invented a new industry – geodemographygeodemography, the practice of , the practice of identifying and mapping to the ground identifying and mapping to the ground different subsets of different subsets of the U.S. populationthe U.S. population. Out of this grew the first syndicated . Out of this grew the first syndicated segmentation system – segmentation system – PRIZMPRIZM®, a standard way of ®, a standard way of sorting sorting the population into similar groups by behavior and the population into similar groups by behavior and attributesattributes so that businesses could act on the information. so that businesses could act on the information.

Prizm NEPrizm NE Claritas developed demographic systemClaritas developed demographic system Used nationally, recognized by DMersUsed nationally, recognized by DMers Based on 66 different “types” of peopleBased on 66 different “types” of people

IncomeIncome Number of ChildrenNumber of Children Urbanacity, etcUrbanacity, etc

Clayton profiles 100,000 VMF customers, Clayton profiles 100,000 VMF customers, adding 180,000 next monthadding 180,000 next month

Total 280,000 manufactured home buyersTotal 280,000 manufactured home buyers Can be applied to any geographic areaCan be applied to any geographic area

Where we are now

VMF Portfolio accounts concentration within the BTA.

Red circle defines the TRADE area

Humble, TX

PRIZM NEHousehold Segments

Households % Households %

18,272 3,015

Top 10 PRIZM NE Segments Pne_50 8.13% Pne_52 13.40%Pne_64 6.97% Pne_50 10.58%Pne_33 6.56% Pne_32 6.40%Pne_51 6.49% Pne_44 5.90%Pne_52 5.60% Pne_36 5.54%Pne_32 4.86% Pne_54 4.81%Pne_20 4.28% Pne_64 4.58%Pne_36 3.75% Pne_42 3.81%Pne_43 3.10% Pne_49 2.89%Pne_56 2.88% Pne_63 2.82%

Households by PRIZM NE Segment

Houston(#154) 30-mile Radius

Clayton Homes, Inc.Profile ReportiXPRESS 2003 (b): PRIZM NE with VMF Portfolio Data

Texas

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Prizm Clusters

Dominant Prizm Clusters

Prizm DescriptionsPrizm Descriptions

Pne_52Pne_52 Pne_50Pne_50 Pne_32Pne_32 Pne_44Pne_44 Pne_36Pne_36

HoustonZIPCode List

1 77093 Houston 12,747 48 6,1042 77083 Houston 16,814 33 5,4963 77082 Houston 16,367 32 5,3004 77449 Katy 13,525 39 5,2165 77077 Houston 22,045 22 4,7986 77053 Houston 7,751 58 4,5287 77039 Houston 7,887 53 4,2118 77038 Houston 6,547 62 4,0539 77530 Channelview 8,842 44 3,925

10 77054 Houston 9,478 41 3,83911 77086 Houston 6,165 60 3,72912 77373 Spring 12,877 28 3,63513 77396 Humble 7,169 50 3,55514 77075 Houston 7,793 44 3,41415 77035 Houston 14,179 23 3,28916 77013 Houston 5,403 59 3,17017 77511 Alvin 15,621 20 3,08118 77503 Pasadena 8,479 36 3,06419 77489 Missouri City 10,937 26 2,88420 77469 Richmond 15,818 17 2,72821 77045 Houston 7,606 36 2,70722 77070 Houston 13,591 20 2,68023 77037 Houston 5,143 51 2,62624 77504 Pasadena 7,407 35 2,56825 77040 Houston 15,070 17 2,55626 77338 Humble 7,563 33 2,51127 77573 League City 16,237 15 2,38428 77088 Houston 16,905 14 2,34629 77365 Porter 6,300 37 2,30630 77571 La Porte 11,988 18 2,20731 77041 Houston 8,510 26 2,19832 77043 Houston 8,295 26 2,17533 77021 Houston 9,032 24 2,12734 77042 Houston 17,854 12 2,12435 77025 Houston 12,190 17 2,10136 77078 Houston 4,308 49 2,09837 77014 Houston 8,415 25 2,09138 77478 Sugar Land 18,298 11 2,07239 77084 Houston 23,255 9 2,02740 77584 Pearland 12,571 16 1,99541 77044 Houston 4,455 44 1,93942 77016 Houston 9,794 20 1,93443 77072 Houston 16,014 12 1,91844 77032 Houston 3,578 52 1,85345 77581 Pearland 11,372 16 1,84646 77029 Houston 5,764 32 1,84247 77536 Deer Park 9,997 18 1,81848 77015 Houston 16,981 10 1,77349 77532 Crosby 7,567 23 1,72350 77090 Houston 12,366 14 1,70451 77521 Baytown 14,114 12 1,65552 77073 Houston 5,681 29 1,63653 77598 Webster 9,233 17 1,60954 77048 Houston 4,824 33 1,60055 77379 Spring 16,098 10 1,55456 77510 Santa Fe 4,817 31 1,48357 77477 Stafford 10,534 13 1,36658 77067 Houston 7,923 17 1,319

Target Report: Houston, TX (30-mile radius)Rank Household Population Dominant

Prizm %Dominant Prizm

Clusters Population

Opportunity listing from highest to lowest by zip

This is where the top PRIZM NE profiles are concentrated

Mapping of the Prizm NE clusters by #Our closest

store to Katy is 17 miles away in Roseberg

Tomball is 21 miles, and Houston 154 is 33 miles

Mapping zips by PRIZM NE % concentration

So What?So What?

Who we are sellingWho we are selling Where the liveWhere the live Know your customer personalityKnow your customer personality Determine product mix, price rangesDetermine product mix, price ranges Where I can find more like themWhere I can find more like them Where they are concentratedWhere they are concentrated

• Advertising buysAdvertising buys• Direct mailDirect mail• Remote selling options – time shareRemote selling options – time share

Real LifeReal Life

Doug CoxDoug Cox Fred TownsendFred Townsend Terry StarkeyTerry Starkey Chuck MorganChuck Morgan Pat YoungPat Young Tom BrennerTom Brenner Jim CarverJim Carver Rob BagwellRob Bagwell Chris CowlesChris Cowles