GEORGIA 8-31-18 by Top Agent Magazine

GEORGIA EDITION

IF IT’S GOOD FOR THE SOUL,

IT’S GOOD FOR THE BUSINESS

CONCIERGE CARE: SERVICES THAT LURE CLIENTS AND TRANSFORM YOUR REPUTATION

5 Fresh New Approaches to

CONTENT MARKETING

FEATURED AGENT

LORIE COUCH COVER STORY

Rich & Grace Orban

GEORGIA EDITION

RICH & GRACE ORBAN

LORIE COUCH

CONTENTS 4) CONCIERGE CARE: SERVICES THAT LURE CLIENTS AND TRANSFORM YOUR REPUTATION 6) 5 FRESH NEW APPROACHES TO CONTENT MARKETING

15) IF IT’S GOOD FOR THE SOUL, IT’S GOOD FOR THE BUSINESS 19) CREATIVE MEDITATION FOR THE REAL ESTATE PROFESSIONAL 22) LIVING ON COMMISSION

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Concierge Care: Services that Lure Clients and Transform Your Reputation It’s a no-brainer: customer service is central to success in the real estate industry. While properties may be the product, this industry really revolves around people and the relationships you cultivate along the way. With that in mind, how would you describe the service you provide? If solid service is the baseline, then to set yourself apart you must deliver service that’s exceptional. But, how? Returning calls and displaying a friendly face won’t necessarily separate you from the pack. If you really want to take your customer service to the next level and build a reputation for white-glove, concierge-level courtesy, then keep a few of the following tips in mind as you create a professional style that’s completely bespoke. 4

Make your communications matter For many agents, communication during and after a transaction are perfunctory affairs, with one-sizefits-all newsletters or promotional postcards that feel mass-produced. To really grab the attention of your clientele, you’ll want to build a recognizable brand. To accomplish this, begin by adding value to your regular communications. Clients are likely to bypass your communications if they think your only intent is to sell them something. Focus instead on creating content that’s compelling and dishes out value to your clientele. Just like a favorite blog you revisit again and again for its quality content, con-

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sider your communications as an extension of your brand and identity. A few popular ideas from which clients can derive value include: local restaurant guides, tax tips for homeowners, reports on home values and the marketplace, or highlighting home décor and landscaping trends. Make your communications readable and useful, and your clients past and present will think twice before skipping past your name.

Showcase the lifestyle Clients remember when you go the extra mile, and that additional effort distinguishes run-of-the-mill agents from high-powered professionals. Whether listing or buying, consider a property’s lifestyle. First, think about a client’s everyday experience. Where’s the best breakfast spot nearby? How’s access to public transportation or bike paths? Which outdoor recreational opportunities exist in the area? Where might your client swing by for coffee? Neighborhood guides that outline the livability of a home and its area not only boost value and highlight potential, but they also demonstrate your ability to think outside the box and connect on a personal level. After all, a home isn’t just a house; a home is all about the daily experience that unfolds within and beyond those four walls. With that in mind, do your homework and make yourself a local expert. Your clients will feel they’re in good hands and will better envision their future unfolding, all thanks to your thorough legwork.

Customize your approach to clients As an agent, it’s only natural that you build your own daily routines and practices that keep your business running. While it’s necessary to create positive habitats that streamline your workflow, it’s also important to remain adaptable. For instance, Millennial clients may prefer to chat by text, instant Top Agent Magazine

message, or email, whereas older clientele may prefer face-to-face time or connecting by phone call. Adapting your communication style is as simple as a brief discussion: ask your client how they prefer to communicate and adapt accordingly. While it may seem like a small matter, it provides clients with a sense of comfort and control. Again, the key here is communication. Talk with your clients about their preferred methodology. Maybe they prefer a marathon house-hunting trek on a weekend day, or perhaps they rather sift through listings online before making in-person visits to a narrowed list. It’s okay to encourage clients or fill them in on industry norms, but it’s important to create an experience that’s tailored to their style and personality.

Authentically seek feedback While it may feel uncomfortable, asking for feedback during and at the end of a transaction can dramatically improve your working style and professional blind-spots. It can also help you adapt your working style to better suit your respective clients. Of course, it’s important to be open-minded and to quash the need to be defensive. Not all feedback will be useful, but you can incorporate the parts that are. This not only grows your skillset, but it also demonstrates to clients that you are open to constructive criticism and sincerely prioritize a job well done over personal praise. As a bonus, positive feedback can be parlayed into client testimonials, which are incredibly useful tools to boost your business on the whole. It’s no secret that real estate is a busy, self-determined business. While your client care may feel all accounted for, there is always room to grow. Professionals at the top of their field know this and never stop building out their repertoire. If you want to take your business to the next level and create an imprint that’s synonymous with concierge care, then keep these ideas in mind as you build your relationships and your brand.

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5 Fresh New Approaches to Content Marketing A couple of weeks ago we were conducting a workshop when we were asked two excellent questions about content marketing:

• People

don’t want to hear from a roofing company every day. So how do you produce fresh and interesting content for social media that goes beyond your core services and yet ties back to your business?

• Can

you extend your social media presence and content to include personal things (like your hobbies) and how does that affect your overall business image?

The workshop attendee who asked the first question was right. Almost no one wants to hear from any company every day… especially if all the content is about products and services…and yes, even if they’re giving helpful tips and information. Does that mean you should stop producing excellent daily content related to your business? No, of course not! Content is created for two reasons. First, to provide knowledge, expertise and even entertainment to your ideal customers in order to achieve top of mind awareness as an authority in your industry. And second, to produce SEO-rich results that keep you at the top of search engines. You must strike a

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balance between the two, and try to include content that draws people in by being super interesting and entertaining….and yes, sometimes personal. To help answer those content questions above, here are five different types of content (beyond the traditional stuff) that can give your brand a fresh, unique and balanced approach:

1. PHILANTHROPIC Your community efforts say a lot about who you are, and people will make an extra effort to do business with you as a result of this connection. We’ve consulted business owners who are very hesitant to promote these efforts because they don’t want it to seem as though they are exploiting the charities and organizations—and most especially because they don’t do it for the promotional aspects. They do it to give back. I ask you to keep this in mind. Nonprofit and charitable organizations very often have small marketing budgets. Not only do they rely on outside marketing forces to promote their initiatives, they would likely be forced to close their doors without that support. That means that when someone with a strong brand and presence promotes them, it’s a highly trusted and personal connection, and you can’t buy that kind of support. In other words, they not only need you to promote them, they want you to promote them. But your instincts are correct. It’s not about you. So just make sure your entire content focuses on the organization you’re helping, what they do for the community and how Top Agent Magazine

others can join in the cause. Then it becomes a huge win for all.

2. HOBBIES You bungee jumped from four of the tallest bridges in the U.S. In your spare time, you go fly fishing. You love playing chef and use only locally grown, organic foods. Your friends are always begging you to go to Vegas with your card shark talents. You’ve done mission work in Africa and would like to start your own group. You almost played professional baseball. You have an insane talent for gardening design or bass guitar. Your family works at a soup kitchen once a month. Ok…you get the picture. And two more words. Reality TV. People are interesting…and people are interested in interesting people. We remember others based on these unique traits. And most of all, people love the story behind the face. Don’t be afraid to share your hobbies. Quite often, it’s the first thing that will personally connect you to a prospect.

3. CREATIVE CONNECTION This one is perhaps our favorite. While we can’t imagine seeing something come across our news feed from a landscaping company every day, imagine this for a moment. What are we always told to remember in this hectic world? Stop and smell the roses, right? So what if…a landscaping company posted a beautiful flower each day, just to remind you to ‘stop and smell the roses’. And at the bottom of that photo (small print), you included

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the type of flower and type of environment needed to make it flourish (moist soil, full sun, etc.). And then, of course, watermarked it with your logo….and a title like, “Sam’s Daily Reminder: It’s Time to Stop & Smell the Roses”. You could even include some great, thought-provoking quotes. It has the personal connection (Sam), the business connection (flowers & logo watermark) and a cool creative connector (pause the meetings and paperwork to take a moment and appreciate life by noticing this beautiful flower). This is a great idea for staying ‘top of mind’ and connecting business with the kind of creative messaging people wouldn’t mind seeing every day.

4. EXPERIENCES This one is similar to hobbies from the personal aspect, but instead of something that identifies us like our hobbies, our experiences are random happenings that can have great interest and meaning to our audience. Whether you have a unique experience buying a new car or a fateful conversation with a stranger in the airport, if you feel it ties into a life lesson or business lesson you’d like to share, by all means do. The lesson is to keep your radar up 24/7. Any experiences you have which relate to your

ideal customer are an opportunity to connect beyond the business world. And when we do that, we become a part of the family.

5. INFLUENCERS “Show me your friends and I’ll show you your future”. You’ve probably heard that saying, and the same is true whether you are a teenager or a business owner. Maybe you’ve learned a lot of your business knowledge from Bill Gates, Steve Jobs or Warren Buffet…or you like to quote Benjamin Franklin. Perhaps you have some mentors you’d like to recognize and tell why they’re important to you. Sharing the people and things that influence us is what makes us human. No matter how successful your business, you didn’t get there alone. People and circumstances shaped you along the way. Recognizing others for their contribution in our lives, large or small, is important in staying connected and grounded. We hope these five types of content help you to put a fresh spin on what you share with your audience, whether personal or professional. We believe you must have the combination of both to build an incredible brand.

Tonya Eberhart is the Branding Agent to Business Stars and founder of BrandFace®, LLC. Michael Carr is America’s Top Selling Real Estate Auctioneer & BrandFace® partner. Together, they focus on personal branding and marketing designed to help real estate professionals become the face of their business & a star in their market. BrandFace® for Real Estate Professionals is a book, professional speaking series and an exclusive workshop for agents, and is currently active in 18 U.S. states, Canada and New Zealand. For more information, visit www.BrandFaceRealEstate.com. 8

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Rich & Grace Orban Top Agent Magazine

RICH & GRACE ORBAN Rich and Grace joined forces to become Best Team in 2014. They are currently the two leads working with one buyerâ&#x20AC;&#x2122;s agent, primarily serving the northeast metro Atlanta area, including Gwinnett, Jackson and Barrow Counties. How did Rich & Grace Orban become two of the most trusted Realtors in Georgia? Grace made her dream to be a real estate agent come true in 1999 in New Jersey, and was Rookie of the Year right out of the gate. In 2005, she moved to Georgia and continued helping 10 Copyright Top Agent Magazine

make clientâ&#x20AC;&#x2122;s real estate goals a reality. Rich received his license in 2007 and worked in real estate part-time while also working as a restaurant owner. He sold the restaurant and in 2009 began working as a real estate agent fulltime. Rich and Grace joined forces to become Top Agent Magazine

Best Team in 2014. They are currently the two leads working with one buyer’s agent, primarily serving the northeast metro Atlanta area, including Gwinnett, Jackson and Barrow Counties. Over half of Rich and Grace’s business is generated by repeat clients who are happy to provide referrals. What sets them apart from other agents and teams in their area? “We definitely believe that if we stop learning, we stop earning!” Grace says. They are both Top Agent Magazine

dedicated to staying on top of technology and current marketing trends that put their clients a step above the competition while maintaining friendly, personal interactions with their clients. “We are highly successful in knowing 11 Copyright Top Agent Magazine

As a husband and wife team, they know their individual strengths and weakness and share responsibilities in a way that benefits their clients. The result is loyal customers. the market and the intricacies of the area we serve,” Grace says. They know how to guide their clients to make sounds financial decisions that will pay off for them. Rich is talented with numbers and has a knack for selecting a listing price. As a result, their sale to list price is 99.3%. Their goal when selling a listing is to set the highest price possible that still attracts an adequate amount of buyers to view the home, and receive an offer within the first two weeks! As a husband and wife Copyright Top Agent Magazine Copyright 12

team, they know their individual strengths and weakness and share responsibilities in a way that benefits their clients. The result is loyal customers. “We have one family we have completed 22 transactions for and counting,” Rich says with a smile. Rich and Grace believe marketing a listing begins with preparing a property so the first impression on buyers is very positive. They put a plan together that will best impact the seller’s final numbers. “We believe in advisTop Agent Magazine

ing our clients on the best way to utilize their renovating dollar,” Rich says. Grace is an ASP RE Accredited Stager, so she helps prepare the listing to look its very best. The next step is hiring high quality professional photographers to take eye catching photos. To market a listing, Rich and Grace tailor an individual strategy for each home that will create an impact online and bring buyers to the door. This tailored campaign includes splashes on social media, mail outs such as “just listed” cards, and well-attended open houses that drive a “frenzy” of interest in the property. They also spread the word throughout their sphere of influence including friends, friends of friends, family, and other realtors. “We really do look out for our sellers, and we take Top Agent Magazine

a lot of pride in the fact that we are getting them top dollar,” Grace says. To stay in touch with past clients, Rich and Grace reach out on birthdays and anniversaries, call to ask how they are doing, and send personal cards. “We have a fairly large garden and we do a lot of canning, so we share those things we can with our clients,” Rich says. They also host a year-end get-together with clients. “During the process of a transaction, we actually become friends with people. That friendship spills over into the following years,” he says. What are Rich and Grace’s favorite parts of the job? “We love the ability to make our Copyright Top Agent Magazine 13

clients’ dreams come true and be part of their story,” Grace says. “It’s a big responsibility and a privilege.” Rich and Grace are very active with multiple charities and do a lot to support veterans. Since they became a team in 2014, they’ve give back over $150,000 to worthy causes in their community. In their free time, they love to be with their rescue bulldog Stella. “Having been previous bulldog owners, we saw the need she had and

were happy to come to her rescue,” Grace says. Rich enjoys flyfishing and golf. Grace is constantly seeking out healthy recipes and loves to learn more about holistic self-care. Together they plan to utilize their camper so they can travel and explore the United States with Stella in tow. For the future, they plan to continue to grow their team and their business, provide excellent, beneficial service to their clients and give back within their community! With their dedication to service, they’re sure to make those goals a reality.

To find out more about Rich & Grace Orban, email bestteam4realestate@gmail.com or call (Rich) 404 - 307 - 9797, (Grace) 404 - 384 - 6491. You can also check them out online at bestteam4realestate.com www.

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If it’s good for the soul,

IT’S GOOD FOR THE BUSINESS

Visibility, name recognition and knowing you’re supporting the community that makes your success possible are good reasons to take part in community service. But how is it that some people seem to be able to give time to charities while running their own businesses, managing their own families and households, exercising regularly, attending sporting events and concerts, eating well and sleeping seven or eight hours a night? The truth is, not all agents are able to do everything so easily. But more important is the fact that no one needs to do everything all of the time. The trick is to make sure that, whatever you do holds meaning. REALTORS® and mortgage professionals who seem the most gregarious in their community outreach are those whose giving seems to fill their own souls. When their Top Agent Magazine

volunteer efforts or donations directly impact causes they or their clients care deeply about, “giving back” becomes energizing. Jason O’Quinn of Prime Lending in Dallas Texas, for instance, says that his family’s ongoing work building homes for some of the poorest families in Honduras fills him immeasurably. “It rejuvenates me,” he says. “There’s quite a dichotomy between the houses we build there and the houses we finance here,” he says. “It refocuses me, going from financing $1 million homes in Dallas to physically laying cinderblock for $10,000 homes in Honduras. Everything has more meaning when we sacrificially give of our time, talent and treasure.” The longtime “big picture” for Colorado REALTOR® and property manager, Linda

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Todd, for instance, has included giving back to the community, whether serving as a lead carpenter for Habitat for Humanity, making deliveries for Meals on Wheels, or pitching in for the sake of baseball. And through her lifelong passion for baseball, she harmoniously blended her personal interests, her work and her community service. For many years, she was so involved Little League the local league named a new field after her. “I cried for 3 days after they told me that!” She and her husband also started a scholarship fund for junior college baseball players and serve as a host family for the rookie league of the Colorado Rockies, putting up newly drafted players in their home. For Florida REALTOR® and property manager, Mario Gonzalez, neither his business nor his primary community outreach would exist without the other. A retired U.S. Navy pilot, Mario formed his brokerage, Navy to Navy Homes, when he saw a need for military personnel to find affordable homes to purchase. “We got into it to help, but that led to a full-blown real estate business.” Besides providing opportunities for investment and homeownership, the company donates 35% of every commission to Homes for Heroes, veterans’ groups, or organizations benefiting fire, police, medical organizations, churches and homeless shelters. “We’re small, but we give so much back that we were the top Homes for Heroes company in Florida and

top-five nationwide.” But he does none of this for the attention. His friends may call him the “Humble Hero of Heroes,” but helping is Mario’s passion. “To be such a small business and be the top Homes for Heroes affiliate is mind boggling!” Like Mario, for many, the best service takes place in simple and quiet ways. Illinois REALTOR®, Susie Scheuber, for example, takes a humble approach to giving back. Although she donates a portion of every commission check to the Children’s Miracle Network, she doesn’t discuss this with clients unless they happen to ask. “I do it because I want to and because, to me, giving back is the right thing to do when you’ve been fortunate in business and life,” says Susie. We all know how inertia works; the more energized we get by certain behaviors, the more likely we are to continue those behaviors. For some top agents, community outreach has become such a natural routine of their daily lives that they never find it burdensome. A good way to add community service into your life, therefore, is through the causes that mean the most to you. For starters, consider giving a small donation after closing to the charity of your client’s choosing. Learning the different causes that they care about just might foster a new mission for you.

If you have a unique story to share about how your community outreach has impacted your life and your business or inspired others, click here for consideration in our magazines: www.topagentmagazine.com/nominate-a-real-estate-agent-to-be-featured 16

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Lorie Couch Top Agent Magazine

LORIE COUCH Lorie Couch of Coldwell Banker /Bullard Realty in Jackson, Georgia has earned her Top Agent status through a combination of hard work, industry knowledge, and her commitment to providing exceptional service to every one of her grateful buyers and sellers. Selling a wide range of properties – from farm land, to lake properties, to estate sales, to suburban homes – Lorie has built a stellar reputation as an agent who can be trusted to put her client’s interests front and center in every transaction. Primarily serving the areas of Newton, Henry, Jasper and Butts Counties in the beautiful Peach State, Lorie began her journey in real estate in 2014. “I got started in real estate following my retirement from corporate American,” she explains. “I had been a real estate investor for years, and I found that I wasn’t getting the kind of service that I wanted. So I decided I would get my license and do it myself. I found that I love it, and that I really enjoy doing it. I started helping friends and family, and that just led into a full-blown career.” Nearly half of Lorie’s business is based on repeat and referred clients, a truly impressive statistic that illustrates just how much loyalty she inspires in those she represents. The reason for this, she believes, is fairly simple: excellent customer service and a willingness to stay informed and up-to-date on current market trends and the specific needs of her clients. “It all really comes down to service,” she says. “I’m willing to work hard, and I like to dig into the specifics that I need to know about each listing. It’s important to be an expert. If I’m listing a farm, I make sure I know people who service farms; from barn builders to conservation programs and hay production contacts.” Lorie also understands the importance

of making sure her clients can reach her when they need to. “Clients often tell me that they’re surprised that I always answer my phone,” she says. “I do use other methods like texting and emailing, but there are times when you just have to talk through their specific situation.” Lorie, a Premier Agent on Zillow.com with a perfect five-star rating, is clearly creating an appreciative fan base among her clients. Among the many rave reviews she has received on that site is this one, which perfectly illustrates the personable, knowledgeable and caring approach she takes: “Lori was exceptionally patient with me; a novice seller. She answered any questions I had anytime I asked. Day or night. She kept my mind on the positive side whenever I started to doubt anything. She made me very comfortable selling my home and made the process as easy on me as possible. I now think of her as family as well as a good friend.” Lorie also takes a highly-successful, well-thought-out approach to marketing her listings, something that consistently ensures her clients obtain a quick sale for top dollar. Professional photography – standard and drone – are utilized exclusively, high-quality marketing materials, and a hearty online presence are among the tools in her marketing arsenal that she uses to great effect. “I love the interactions I get to have with people in this business,” says Lorie, when asked what she enjoys most about what she does. “That’s what makes it wonderful for me: being able to help them with what is usually the biggest transaction they will ever make; both emotionally and financially. I approach it as a partnership.”

For more information about Lorie Couch, please call 706 - 819 - 0779 or email Lorie.Couch@coldwellbanker.com 18

Creative Meditation

for the Real Estate Professional The real estate world can be an industry of intense emotional and psychological pressure. Deadlines, meetings, employee needs, client needs and a hundred other items on which one needs to focus on a daily basis can create an environment that is not only not conducive to mental well-being, but can be outright detrimental. Learning to quiet the mind has been the focus of meditation for millennia. While those not familiar with the concept of meditation may instinctively think of yoga mats, incense, and chanting when the word “meditation” arises, there are in fact, many forms of meditation that can integrate quite Top Agent Magazine

easily into the daily hustle & bustle world of the busy real estate agent. First, think about when you are alone each day. Here are some possible times to practice mediation during the work day: • When driving to the office in the morning • When driving to a showing or to meet a client • Before your open house begins • After the open house • Driving home in the evening 19

Repeating a mantra can be very calming, particularly when you are trying to rid yourself of negative, self-defeating thoughts. These are just five examples of times when you can take advantage of meditation techniques to quiet your mind and, by extension, increase productivity. A calm mind is a more thoughtful, better tuned instrument. Here are some examples of meditations you can try.

For when you’re driving, download and listen to any number of audio Guided Meditations available on the internet. YouTube has a generous selection of these, many of which are geared towards success in business.

2 Repeating a mantra can be very calm-

ing, particularly when you are trying to rid yourself of negative, self-defeating thoughts. It doesn’t matter what words you choose, as long as you feel good about your choice. “I am a success” or “I will approach all of my clients with love today” are two examples. Whatever works for you and gets you into the desired mindset.

3 Something as simple as listening to pleasant music in your car can be considered meditation, provided it brings you to a place of comfort as opposed to one of spiritual discordance.

4 The most important thing, however, is to take time to find gratitude in everything you do. Count your blessings, be grateful the exciting career in real estate you have built for yourself.

Once you’ve mastered some of these techniques at quieting your mind, you can attempt to find some that work even better for you. Walking, plain silence, or even exercise can have meditative qualities and benefits if practiced on a regular basis. When you’re truly feeling calm, your clients can sense this. And with this comes the feeling that you can be relied upon to stay focused and calm in any unforeseen circumstances. And in the world of real estate, that’s a highly prized commodity. Top Agent Magazine

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Living On Commission by Linda Brakeall

Commissioned sales is one of the few places where you get paid exactly what you’re worth. One of my friends really hates that concept. “I could never live on that!” But loan officers have to do it all the time. The most successful people I know love being on commission! They love being able to give themselves a raise just by working harder. Most people need a little help learning how to budget, and how to put away money for taxes and infrequent but important expenses.

and maybe a third will go directly to the government for taxes. You should be putting at least 10% away for savings and investment and 5% for surprises is not unrealistic. When I took over a large real estate office a few years ago I found out that one of my new REALTORS® was going through bankruptcy proceedings. I knew she a sold a lot of real estate and I couldn’t figure out how she got in that situation. One evening over coffee she told me about being a rookie with another company. She fell into a land deal and made the single largest sale her company had ever made.

So here’s the rule: Never plan to spend more than half of any paycheck. You can have all kinds of Within six months she received a fancy formulas but that’s it. You huge six-figure commission. Within have to assume that at least a quarter two years she was in debt over her 22

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Commissioned sales is one of the few places where you get paid exactly what you’re worth. head. The problem? She spent it all! She started borrowing trying to pay her taxes. She was so stressed out over the tax situation that she didn’t sell any more real estate for the next year.

REALTORS® or other commissioned sales people. A little planning in advance for regular and predictable expenses and a slush fund for surprises and you’ll be covered!

Don’t let that happen to you. Loan officers aren’t that different from

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