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February, 2010:

Lack of Motivation? Leasing Stalled? How to Change Your Tune

All this talk about a depression, soft market and price drops. OH MY! Not to mention pay freezes, working twice as hard for half as much traffic, it’s not a wonder that there is a lack of motivation out there. How do we change this and re-invigorate our teams, win leases, and enjoy our jobs once again? The apartment industry is an awesome industry – how do we stop singing the blues and bring that skip back into our step?

If you talk to my friends, business partners and co-workers, they will tell you I am a HAPPY person, always with a smile, a laugh, sunshine in my eyes, and a skip in my step. How do I keep the skip in my step, even in the midst of all this bad news?

It’s as simple as changing your tune – literally.

Have you ever noticed when you walk into a fitness facility, there’s upbeat booty-shaking music piped through the gym? Or visit a spa, and they have relaxing music with wind chimes or the sound of water? Different retailers like Gap, Express, The Limited all have specific soundtracks they play in their retail stores. At Nordstrom’s, depending on the department you are standing in, there is different music – all eliciting a different mood.

(Picture provided by William Hamon on Flickr through Creative Commons license.)

Music is one of those things that can instantly put YOU in a different mood. If you’re in a bad mood – why not change your tune and get into a GOOD mood? Feeling a little slow? Put on some finger-snapping upbeat music and see how long you stay groggy. Feeling like nothing is going your way? Listen to something that lifts you UP. Change your tune, change your mindset, and see where it takes you!

Here are a couple of my favorite mood enhancing tracks:

If I just need to get moving in the morning, Gigi D’Agostino’s La Passion gets me going! (actually, anything Techno can do that to you!)

Disney’s Hakuna Matata always makes me laugh.

Hawaiian Iz’s Somewhere Over the Rainbow is uplifting…

If I need to add some attitude to my day, I listen to Michael Jackson’s Beat It.

If I have a LONG project, OR if I’m coming into a tough meeting and need some motivation, I listen to Survivor’s Eye of the Tiger.

When dealing with tough situations or dramatic people, I listen to Craig David’s I’m Walking Away. (I DO come back to address the problem, but it’s nice to know you can walk away – at least for a little bit!)

I listen to these songs while I’m getting ready for my day, in the car, where ever I can, or whenever I need a quick change in tune.

We normally associate mood-alteration with drugs – why not music?

I recently wrote an article about setting intentions. In conjunction with setting your intentions for a successful day, a successful week, and a successful career. Music is one of those small adjustments you can make to GET you in the right positive frame of mind to GET THERE. You can read my article on setting intentions here.

What do you listen to that changes you mood and sets the tone for a productive day?

Don’t get it? RENT SODA. GET IT!

-Daisy Nguyen in Minneapolis, Minnesota MN

CEO

RENTSODA-small

Business, Operations & Marketing Consulting to the Apartment Industry

Web: RentSoda.com   Email: Daisy {at} RentSoda(.)com

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Being Shy About Business Won’t Win Leases – How to Take Your Competition OUT!

Everyone knows – being shy about business – especially leasing, won’t win you any leases. Have fears or doubts? Your prospects can smell it a mile away -and so can your competion. So what WILL win you leases? 

This is a picture of me in 2nd grade. I had just transferred to a new school. I was a toothless, innocent, unsure and extremely SHY child with ONE WISH: More than anything in the world, I wanted to make friends. Being shy didn’t win me any friends. And to make matters worse, I was the smallest child in the class. Who gets bullied around the most? Well, the weakest link of course – MOI. How do you win friends in this environment? 

Fast forward to today’s apartment leasing world: That toothless, SHY, unsure child pictured is YOUR property. The bullies out in the world are your competition. They’re bigger, better, faster, have deeper pockets, YOU name it, they’re IT. You’re feeling overwhelmed, underappreciated, and more than ANYTHING, you not only WANT new leases, you NEED new leases. How do you win leases in this environment? 

As a child, I had one thing in abundance – IMAGINATION. In my mind’s eye, I imagined that I came into school one day, and I had all my teeth! I then imagined that I approached all the students in my class and introduced myself. I imagined skipping out to recess holding hands with my new friends. I imagined being picked FIRST for the dodge ball team. For some reason, DOUBT, FEAR, UNCERTAINTY, would find me even in my imagination! Even in my wildest dreams (Being picked first for dodge ball? Little ole me? THAT is a WILD dream at best!), my bully was THERE. And he had the ball, had it aimed RIGHT at me. 

If you know the rules of dodge ball, you know there are only 2 ways to take someone OUT: 1.) You hit them with a LIVE ball. 2.) You catch a LIVE ball that is aimed at you. And you better believe, my big bully had mastered the art of whipping that ball quick and hard – at ME! He liked to get that ball first, and take me out – as a warning to everyone else that he was coming for them NEXT.

Day after day, even in my imagination, my bully was there, whipping the ball at me. He’d always hit me, and I’d always limp off in pain. Then one day, I IMAGINED that I caught that ball. What an epiphany! AND BOY did that feel good! I imagined it again and again. I replayed it in my mind. In slow motion, in fast motion. I dissected that moment of impact. And I planned like an obsessed mad scientist, exactly how, when and where I would catch that ball. Until finally one day, that doubt, fear, and uncertainty was gone. In its place, was my INTENTION: I was going to take that bully OUT. 

I’m NOT going to tell you it was easy, OR tell you that the next day, I went to recess and immediately caught that dodge ball – because that’s not how it happened. BUT, what I DID: I started trying harder. I stopped being shy and afraid. I reached out and made new friends. I smiled; I was charming, I was no longer afraid. As a coping mechanism, I actually avoided my bully as much as I could. I was hit many times by that bully’s dodge ball – but I was no longer afraid of him. It wasn’t until the 4th grade in gym class that I finally turned around, looked him in the eye, and caught that ball and took him OUT. Not only did I take him OUT, I took him out in the first minute of the game. THAT was the highlight of my entire 4th grade year.

What does this have to do with apartment leasing? That bully is all your competition. Those dodge balls are all your objections. And believe me they are YOUR objections to YOUR own success. It could be that you don’t have amenities to speak of, it could be that your building is dated, it could be that you are forced to compete in a world filled of concessions and yours aren’t worthy of the competition, or it could be YOUR own self-doubt about your selling abilities. Whatever IT is – you’ve bought into those objections hook, line and sinker. 

Now, as an adult, this might be harder to do, but IMAGINE your prospect walking in. Imagine how that leasing process SHOULD occur. Do the objections come up? That’s OK. In your mind’s eye, take care of those objections. Dissect it, play it in slow motion, play it forward, whatever it takes. Don’t just glaze over or erase those objections – take them ON head-on. Address them! Imagine your leasing process until it becomes one that feels GOOD to you – and you see yourself WINNING that lease. Once you have THAT process in your mind down, imagine THAT winning process over and over again. Imagine that you WILL WIN. Take that competition OUT!

 And as an adult, I no longer call it a WILD imagination. I call it setting my INTENTION. I’ve gotten much better at it over the years. It doesn’t take me 2 years to figure out how to be successful. Whatever the challenge is, I let my imagination run wild, set my intentions, and WIN.

Believe me when I say, that 2nd playground was a lot harder to overcome than most of the hurdles in my life, but it taught me how to win. I keep that struggle and triumph close to my heart, and pull from that experience many times in life. How about you?

Don’t get it? RENT SODA. GET IT!

-Daisy Nguyen in Minneapolis, Minnesota MN

CEO

RENTSODA-small

Business & Marketing Consulting to the Apartment Industry

Web: RentSoda.com   Email: Daisy {at} RentSoda(.)com

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Apartment Jobs: From Resume to Job Offer: How to get the CALL!

I LOVE American Idol. At the audition stage in the game, when the judges are trying to find the best talent in each city, in 10 seonds or less, they can tell whether someone MIGHT have what it takes to “Be The NEXT American Idol.”

In some ways, American Idol is very similar to the resume-interview-callback-job offer process. The end result is the same: Every company is looking for their NEXT rockstar. Are you IT?

(Picture provided by nickel.media on Flickr through creative commons license.)

Not feeling so much like a rockstar? For every apartment jobs listing I post, I receive somewhere between 100- 250 resumes. How do you stand out in the sea of paper, shine at your interview, get called back for a 2nd interview and land that job?

YOUR Resume = The Audition

Receiving over 100 resumes is not fun. I’ve got it down, much like the American Idol judges, in 10 seconds or less, I determine if the candidate is ”qualified” enough to get to the next stage. How do you stand out in 10 seconds or less?

Less is more. Don’t send in a 3 page resume. I’ll never read the entire thing in 10 seconds. With over 100 resumes, my job is to screen candidates OUT. Don’t risk getting screened out too soon by providing me all that information – and much of it being irrelevant to the job I have to offer. Shorten it up. Focus on the relevant points, and shorten up the rest. Oh, and follow directions folks! If the job posting asks for references, give me references. If it asks for your salary range, provide that. If it asks you to enter your entire resume into an online system – do THAT and do it well. If you can’t follow instructions, I might assume you can’t follow instructions…

The Phone Screen = The 1st Round

Out of 100+ resumes, I’ll narrow it down it about 20-30 candidates.  The phone screen is used to help me get some basic information about you, and narrow the scope down to 5-10 good candidates. AGAIN, to screen you out! AND, at least for me, and most of the hiring managers I know, its SOLE purpose is to determine if you’re at least SANE enough, positive/upbeat, courteous. VERY basic stuff, but you’d be surprised as to how many people blow off the phone screen, as if it weren’t important. Just because a secretary, assisstant or HR intern is conducting the phone interview doesn’t mean their opinion doesn’t count. Maybe its going to be your new boss! Whatever the case, be on your best behavior. My first and last question of my phone screeners usually is: How did the candidate treat you? If you are mean, rude, late, eat while you’re on the phone, ask inappropriate questions or say inappropriate things, this information IS passed along to the hiring manager. And if the decision maker is me, treating my assistant like poop is a sure way of letting me know you will probably treat the community’s residents like poop. Just as American Idol has CRAZY people who audition, you’d be surprised how many “qualified” people (on paper) are actually as crazy as some of these auditions! Be sane, positive, courteous, and you’ll cruise to the next phase.

THE Interview = Round 2

CONGRATULATIONS! You made it to the interviewing stage! Now what? This is the time to sing your heart out. Show them what you are made of. Prior to the interview, research the company, and if available, your hiring manager. So much information is available on the internet these days. LinkedIn is AWESOME! Use the information, and use some of the same words from their website, their mission statement, maybe the LINKEDIN profile, as you are talking about yourself & your work. KNOW your strengths & weaknesses, and be honest about them! Employers like honesty, and they like to see a candidate that knows what they bring to the table, as well as where they can use training and support. If your interviewer is talkative, let them talk! If they ask short questions, ask them to elaborate. The longer your interview is, the bigger impression you are making, and the more opportunity you are giving yourself to make a bigger impression! Ask relevant, thought-provoking questions that pertain to the job and the company. Your questions will tell your interviewer what kind of thinker you are. If you don’t ask any good questions, they’ll assume you don’t think much…

The Call-Back = Round 3

So, you WOWED them. Not only were you qualified, you proved to be sane, courteous, on-time, AND TALENTED. There’s a connection, and this is when the BIG guns are called in. Some companies will call you back for a “2nd interview. Sometimes it is with a the boss’s boss (department head) or sometimes it is with a key subordinate. Whatever the case, you need to impress these people. These people are the advisors to the decision maker. If the hiring manage is on the fence about you, the advisor can swing their decision. Again, be kind, courteous, positive. Find a way to connect with these guys. They don’t have their guard up as much as the hiring manager or the phone screener. However, this is not the time to ask inappropriate questions. Any and ALL information WILL be passed back to the hiring manager! Use some of what you learned in the first interview to ask relevant questions and get to know the team more.

The Job Offer = THIS is THE NEXT American IDOL!

CONGRATULATIONS! You’ve made it to the job offer table. THIS is where you can ask more pertinent questions (and not before!) with regards to salary, benefits, scheduling, etc. They’ve made the decision that they want YOU. If you have committments (i.e. I play softball in the summer and need to leave work early on Wednesdays during June – August), this is a good time to mention it, but leave room to move-on. If what they are offering isn’t what you need, request to come in with a list of questions. (Face to face meetings are recommended over email or phone.) Gauge their response when negotiating in person, and be ready to present your counter offer, or negotiate other terms. (In this market, unless you are applying for a top level position, negotiations are not recommended.) Smile, be thankful, let them know how exited you are – even while negotiating!

Whatever stage of the process you are in, wo matter what, always thank them for the call/interview/2nd interview/job offer, and reiterate how exiting it was for you to go through the process with them. If you decline an offer, always do it graciously, and thank them for the opportunity. You never know where your NEXT opportunity will be or who your next interviewer will be! Apartment Jobs – the good ones, the ones that fit your needs, are good to find. Keep those doors open!

Other tips? Leave me a comment!

Don’t get it? RENT SODA. GET IT!

-Daisy Nguyen in Minneapolis, Minnesota MN

CEO

RENTSODA-small

Business & Marketing Consulting to the Apartment Industry

Web: RentSoda.com   Email: Daisy {at} RentSoda(.)com

Become a fan of RENTSODA on facebook.  Connect with RENTSODA on LinkedIn!

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What Kind of Job are YOU Looking For? Anything Less Than the Best is a Felony!

Apartment Jobs: Phone screens & job interviews have 1 purpose: to screen candidates OUT. Yes, you read it right. It’s to screen YOU out. Of course your interviewer is trying to find the perfect candidate for their job opening, but with hundreds of resumes per job listing, the #1 priority of a recruiter/interviewer is to screen candidates OUT so that what’s left is 2-3 great candidates. 

If their goal is to screen candidates out, what is your goal when interviewing? How do you GET IN? 

I have spent the last several weeks helping a couple of clients find the PERFECT candidate for their job listings. In the past 10 years, I have conducted hundreds of interviews – hired LOTS of great folks (and a handful of not so great…but that’s another article) I have refined my interviewing techniques, and know EXACTLY what to look for in a candidate, what are the red flags (the CRAZY-loo’s), what to ask, how to drill down to the truth (and how to use those questions/answers as a future training tool), etc. Believe me when I say this: YOUR interviewer has perfected these skills too. So again, the question is, how do YOU land the perfect job for YOU? 

In this job market, when looking for apartment jobs, you might be unemployed, you might be in between jobs, you might be looking for a change. Whatever the case, the MOST IMPORTANT part of this equation is YOU: 

What are YOU looking for in a job? 

 STOP, COLLABORATE, and LISTEN! Do you GET IT yet? The most important part of this equation IS you. What are you looking for in a job? (Oh, and yes, this is a Vanilla Ice reference.)  

Instead of trying to fit into someone else’s job description, why not KNOW what YOU want, what you NEED, and find THAT job? Turn the job hunt upside down and start with the person who matters the most – YOU. My most meaningful and lasting placements are those where both parties are getting exactly what they want. 

To help YOU better determine what kind of company & apartment job YOU are looking for, ask yourself: 

  1. Is career advancement important to me? If it is, you will want to look for a company that offers & believes in career advancement. These will typically be your medium to large companies – as they have those positions available. A smaller company may not have as many opportunities. – But don’t rule small companies out for advancement. Sometimes, in order for the small companies to find get great candidates for their top positions, they invest the most in the current employees. Questions to ask if career advancement is important to you: What is the typical career path for a <insert job title here – i.e. Leasing Agent, Community Manager, etc.> at your company? What kind of training and support do you offer to someone who would like to advance? Pay close attention to these answers, as you will be able to determine if a company truly DOES want to advance their employees, or just goes through the motions.
  2. Does having a life outside of work, a priority for you? (I know some of you are laughing, but this IS a question you should honestly answer.) Many times career advancement (Look at question #1 above) will not work with having a life. Many companies I know that have career advancement opportunities also have the best people working for them. Competition is STIFF for career advancement, and in order to get ahead, you’ll have to put in extra time and effort to stand apart from the crowd. Factor this into your decision. Questions to ask if time is important to you: What is the typical work schedule? What are my expected hours? How many after-hours meetings should can I expect?
  3. Is meaningful work important to you? For instance, do you need to work for a “greater good?” Are you feeling the need to “give back?” If you do, its time you looked into working for non-profit organizations in the area. I see this happen many times after someone has put int 10-15 years of service in the industry – and they want something more meaningful. There are TONS of great non-profits in the industry that could use your expertise. Just because a company is non-profit doesn’t mean that you have to work for free! In addition, some for-profit companies understand this need, and offer ways for their employees to participate in non-profits. If you are interviewing with a for-profit company, but you want opportunities to give back, Questions to ask if ”giving back” is important to you:  Do you currently partner with any non-profit organizations? Are their opportunities to volunteer, and if so, what are they? Questions to ask if you are interviewing with a non-profit organization: What is your mission? What communities/groups do you serve? How do you best serve those communities/groups? What makes your non-profit stand out from others? If you are looking for more meaning in your life, make sure that the non-profit you decide to work for has a mission/value system that you can believe in and support. There’s no meaning, if it doesn’t MEAN anything to YOU.
  4. Do you need training/support because the position you are applying for is a little bit of a reach for you? Be honest with yourself, and ask the questions of your potential new employer, to see if they have the right support system for you to succeed. Be honest with your new employer. Let them know what you bring to the table that is valuable, but then ask these questions if proper training/support is important in order for you to succeed: What will the first 90 days look like? What is the training program for new employees? How often will I meet with my trainer/mentor/supervisor? If you are reaching for a job that you feel you CAN potentially do with the right training and support – be honest and let them know this, and FIND OUT if they DO have the training/support you need to be successful!
  5. Is “having discretion” to make decisions and work independently important to you? Ask yourself this question, and look deep to find the answers. Most people want a boss that will “leave them alone and let them do their job,” but when they do encounter THAT boss, they don’t know how to perform their duties without more direction. OR, they are unwilling to take on the responsibilities or consequences of being the decision maker. Sometimes I hear people tell me they want they want training & support (#4 above) but in the next breathe, they “don’t want to be micro-managed.” To an interviewer like me, this is a schizophrenic employee, and one that will be EXTREMELY hard to manage/train/support. On the one hand they want training/support, but on the other hand, they don’t want someone to tell them how to do their job. Questions to ask if being able to work independently is important to you: What kinds of decisions am I expected to make on a daily/weekly basis? What kinds of responsibilities and consequences do those decision-making powers come with?
  6. What are you good at? What do you enjoy? What do you dislike? We all want to be able to do a good job. YOU should know what are your strengths & weaknesses. And be honest. Find a position that capitalizes on your strengths, and has support for your weaknesses. For instance, if you are great with people, but not so great with numbers, you need to find out how much of your time will be spent managing relationships, and how much of your time is expected with financial responsibilities. If the splits is 80% people-oriented, with 20% financial analysis with the help of a bookkeeper, than GREAT. BUT, if those numbers were reversed, be honest.

The best place to start in a new job hunt is to start with the ONE thing you KNOW best: YOURSELF. Be honest with yourself on what kind of job you are looking for. Target THOSE jobs, and watch how the offers roll in! 

In the words of Vanilla Ice: “Anything less than the best is a felony.” 

Do you agree? Disagree? Are there questions you want to add? Leave a comment! 

Don’t get it? RENT SODA. GET IT!

-Daisy Nguyen in Minneapolis, Minnesota MN

CEO

RENTSODA-small

Business & Marketing Consulting to the Apartment Industry

Web: RentSoda.com   Email: Daisy {at} RentSoda(.)com

Become a fan of RENTSODA on facebook.  Connect with RENTSODA on LinkedIn!

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Apartment Marketing: Get READY, Get SHARP – Call your ILS Account Rep!

1/12 of the year is over, and the clock is ticking. Have you made progress towards your occupancy goals, or have you started the year off already behind? Your PRIME leasing season is coming – are you ready? Whatever the case, the best way to maximize your upcoming leasing opener is to call your Internet Listing Service (ILS) account rep TODAY.

Why?

#1: ILS’s for the apartment industry are your BIGGEST source of traffic.

#2. Because you are UNDERUTILIZING all that they offer.

It’s time to Get READY, Get SHARP, CALL! Work smarter and pull ahead of your competition. Your ILS partner can help.

(Picture provided by ShellyS on Flickr through creative commons license.)

ILS technologies change all the time. In the apartment industry, we complain all the time, and the few people who actually listen to us and DO something about it is our ILS’s. The technology changes constantly, there are new marketing/advertising packages out there, new reporting capabilities. Want to know what is working and what isn’t working? The one person who would know, AND willing to share with you their vast sea of knowledge is your ILS representative. The advice, training, and information your Internet Listing Service representative can bring you could amount to HOURS of research, hundreds of calls, and a TON of reading. Your rep can shave HOURS out of that process and share with you the information YOU need. And the price can’t be beat – it’s usually part of doing business.

Here is a list of things to discuss with your ILS representative so that you can better utilize their technology:

  1. Where are you ranked in search engines in my target market/demographic? Your ILS should (at the very least) be on the first page of google.
  2. What target demographics/target markets work best with your service? Not every ILS is the best in every market or every demographic. Your rep should know what their sweet spot is, and most times, they are honest enough to tell you. Some ILS’s that work awesome in Minneapolis, may not work so well in Houston. KNOW which ones know YOUR market & demographics.
  3. How much traffic should I expect from a listing? Ask for averages in your market, or for your type of demographic. This should be a baseline you can use to analyze if your internet listing is working or needs tweaking.
  4. What search terms come up for my type of property/market? What search terms are over-used? Your representative should be able to tell you what search terms are working, not working.
  5. On average, what techniques will boost the traffic? What techniques will lend to keeping a prospect on my add longer? Your representative can normally tell you what drives traffic, what keeps prospects engaged. On some ILS’s, it could be the number of pictures. On other ILS’s, it could be the presence of a video. Whatever the case, make sure you are asking about it in terms of YOUR market/YOUR demographics.
  6. Do you have someone available to take pictures or video? What is that cost? So many times, apartment communities decide to try a new ILS, and the pictures they use are AWFUL. If you’re going to pay for a listing, spend some time to get the pics/video/details right! Some ILS’s may offer to take the pics for you, or can recommend someone in your area at a decent price. ASK you representative. They may have some creative ideas.
  7. What analytics/reporting do you have available? AND, how do I read/interpret the results? If you are NOT utilizing the analytics of your ILS, you aren’t using your ILS properly. There is A LOT to be learned from analytics. Depending on the ILS, and the detail of reporting provided, you can at least learn how people find you, when they find you, and how many are finding you. If there are advanced report/analytics available (not all ILS’s provide this, but many do), it can tell you the key words people are using, where they are coming from, how long they were on your listing, etc. With this information, you should tweak your ILS listing to boost traffic and keep people engaged on YOUR listing.
  8. Do you have any packages/bundles/specials available? Just like most services, they more you buy, many times, there is a discount. Sometimes the discount if for volume  – i.e. number of properties listed. Sometimes there is a bundle available, whereby you can get the regular ILS service, and for an additional $XX.00 you can also get some of their other premium services as well.
  9. Now that you have your ad written up, and your apartment community’s pictures posted, ask your rep to take a look at it and critique it. They see hundreds of listings all the time – and they can spot a winner from a loser a mile away. THEY are like your Simon Cowell. Listen closely, and you can glean MUCH from their expertise!
  10. Is there anything else I can do to boost my traffic/leads/closing?

With your ILS representative, ask, and you shall receive, you will become more successful, and you’ll maximize your advertising/marketing dollars. And people: Be nice. These are some of the smartest, most generous sales people in the industry. They want YOU to be successful – as in turn, THEY are successful! Work with them, and it will work out well for your apartment community’s marketing plan.

In this market even a small competitive edge over your competition could mean the difference between making your budget and NOT making it. Sharpen your tools now, BE ready, and make 2010 a GREAT year.

ILS: Are there other questions people should ask you? What is YOUR “sweet spot?” What is your advice on how to be SHARP amidst a sea of ads online? Leave a comment and share your experience. Feel Free to leave a link to your ILS service.

Get READY, Get SHARP. Call!

Don’t get it? RENT SODA. GET IT!

-Daisy Nguyen in Minneapolis, Minnesota MN

CEO

RENTSODA-small

Business & Marketing Consulting to the Apartment Industry

Web: RentSoda.com   Email: Daisy {at} RentSoda(.)com

Become a fan of RENTSODA on facebook.  Connect with RENTSODA on LinkedIn!

Follow RENTSODA on Twitter!

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