This text is sponsored by Seniors Information. It’s based mostly on a dialogue with Geoff Duncan, VP of Advertising at True Connection Communities, Katharine Ross, President of Seniors Information, and Matt Paxton, Featured Knowledgeable on “Hoarders”, Founding father of Transition Franchise Manufacturers. This dialogue befell on February nineteenth, 2025 on the SHN Gross sales and Advertising Convention.
Senior Housing Information: I’m joined by three nice panelists, and I’ll begin by simply asking every of them to briefly introduce themselves. So Katharine, you wanna take it away?
Katharine Ross: I’m with Seniors Information and I’ve been creating content material within the senior residing area for about 24 years, and I simply hope every of you guys stroll away right now with a few takeaways to assist elevate your advertising campaigns.
Geoff Duncan: I’m the vice chairman of selling for True Connection Communities. We function 20 communities right now. We’re lively adults and unbiased residing solely.
Matt Paxton: I run Litter Cleaner. We clear out estates and assist folks downsize and transfer into senior residing communities. Most of you’d know me from the TV present Hoarders. I used to be the host of that present for 15 years.
SHN: Geoff, in the event you wanna begin out taking this one first, simply questioning in the event you can present an instance or examples of the way you constructed a connection by way of storytelling.
Duncan: So one thing that we’ve actually centered on over the previous 12 months is taking video to inform tales of our neighborhood and residents. That has been an entire sport changer for us. Now we have not solely elevated impressions, views and eyeballs on our communities, however we’re telling genuine tales of our residents, and it’s actually the explanation that persons are beginning to grow to be extra all for our communities. Video is cheap, so we’re producing as much as 2 to three million impressions a month, and of that about 5,000 to 600,000 views, and the factor that I really like a lot about 35% of people who find themselves watching our movies are watching them 100% of the way in which by way of. That may be a staggering quantity for me, so it actually exhibits like persons are within the content material associated to senior housing.
SHN: Matt, identical query you possibly can present some examples.
Paxton: I wrote a e book referred to as Preserve the Reminiscences Lose The Stuff, to assist households downsize, however I obtained the define of the e book by way of doing a podcast with AARP. I simply needed the content material as a result of I’d be on video with AARP and I knew they’d have a number of views, however what I didn’t know was we ran out of time as a result of I discuss loads and we had 2000 questions that didn’t get answered and so I mentioned, hey, can I get these questions? And so they have been like, positive. As soon as we obtained the questions we have been in a position to convert that into the precise define of my e book. The e book has executed very properly, it’s a New York Occasions bestseller as a result of we didn’t, I didn’t write the e book based mostly upon my opinion. I wrote it on OK, we all know precisely what the client base wants and needs as a result of they instructed us after which we have been in a position to join them that approach and I feel that’s why the e book did so properly as a result of we listened to them and used their content material.
SHN: Let’s discuss just a little bit about misconceptions about senior residing. It is a perennial subject we’ve been speaking about for years and years, however it’s nonetheless a problem. Katharine, I’d like to get your ideas on what are the most typical misconceptions about senior residing right now and the way do you begin to deal with them by way of content material?
Ross: Nicely, I hope nobody shoots me for this, however seniors are nonetheless fearful of being put in a house. We see that as a result of on Google Tendencies final week I noticed that “nursing house” continues to be probably the most looked for time period in senior residing. Shoppers are lacking the worth assertion of senior residing which is the camaraderie that’s constructed contained in the buildings. I feel storytelling and content material are actually enjoyable methods to handle that. I feel we are able to present folks how they thrive and create new relationships, new friendships, not simply with different residents however with folks on the workforce as properly.
SHN: Positive, yeah, Geoff, does that resonate with you?
Duncan: I feel for me a false impression, no less than on the advertising facet of issues, is we typically play it too protected on this trade, and I really feel like we are able to showcase our residents and showcase our communities in methods which might be actual, which might be genuine, and typically which means it’s okay to be just a little edgy, proper? These are folks, and persons are just a little edgy and we are able to present that.
SHN: Yeah, love that. Alright, properly I feel that’s an excellent segue into speaking extra about particularly the content material, so what varieties of content material resonate greatest with older adults in comparison with their grownup youngsters and the way do you deal with the entire audiences that that you must attain together with your content material. Katharine, do you wanna take that one?
Ross: So what we’re coping with are two totally different units of desires and worries between seniors and their youngsters. Seniors are anxious about being put in a house and diminishing their life-style and shedding their enjoyment of life on the whole. Their caregivers and grownup youngsters are anxious concerning the care for his or her valuable family members they usually’re anxious about their security. We see that in the way in which the content material is digested. We see that grownup youngsters wish to learn about security they usually wish to learn about care. Whereas seniors wish to know extra about what life contained in the constructing appears to be like like, video is a good way to reveal that.
SHN: Geoff, any ideas on content material?
Duncan: I’ll offer you an instance. So we simply ran a marketing campaign on social media final week. It was actually designed round Valentine’s Day, and the marketing campaign was asking our residents for his or her relationship recommendation. That is one thing our workforce got here up with. So what we did is we mailed out white boards to every of our communities, we confirmed them a picture of how we’d prefer it drawn up, and we requested them to mainly interview their residents and share their relationship recommendation. Among the suggestions that we obtained again within the footage was incredible. They have been so humorous. One particular person mentioned take her to White Citadel. I imply these have been similar to hilarious items of content material and I’m mentioning this as a result of I feel that’s completely acceptable for 2 totally different audiences after which they’re actually, you recognize, it’s the identical message to 2 audiences. Perspective residents, I feel that’s actually necessary as a result of it showcases, hey, it is a actual neighborhood, these are actual folks, that is, you recognize, it is a enjoyable place to be. However I feel additionally, you recognize, it’s actually necessary as a result of a member of the family desires to know that their liked one is gonna be in a spot the place they’re gonna have an excellent time they’re gonna dwell their life to the fullest and I feel that this marketing campaign specifically type of nailed it on each fronts and I’m undecided that that was fully intentional on the time however I feel on the finish of the day that’s what we achieved and simply, you recognize, we had one neighborhood go viral. We had 1000 plus shares. We’ve had 8000 likes on one neighborhood. We had a video crew come out from Channel 4 in Detroit and interview the neighborhood. So you recognize this stuff actually matter and I feel it’s only a technique to present that the viral side would occur.
Paxton: I feel what we preserve dancing round that it’s consumer generated content material. It’s there. I imply your content material’s within the constructing. It’s already there. And we’re spending a number of money and time. Put a microphone in entrance of them and ask questions prefer it’s that straightforward and we do this so we actually imagine, I imply we’re a service supplier we’re not within the we’re not the neighborhood we’re serving to them get into the neighborhood and so for us like they don’t really need us proper however we all know as quickly as we end they’ll be completely satisfied. We’re all the time attempting to get them enthusiastic about it and construct belief and construct pleasure and so we’ve began doing dwell occasions. We associate with communities to do dwell occasions because the precise content material and our life and our companies is round stuff. And we stored attempting to assume, how will we get belief with stuff and it was like, how will we get them to inform tales? And so we lastly began doing our content material as an grownup present and inform. And so we get them up on stage and I interview him like I’m Johnny Carson and prospects and residents present up. The residents will deliver objects they usually wanna inform their tales. This one girl, she introduced up a doll and she or he was in her 90s. I used to be like, what’s, what’s the take care of the doll? And he or she goes, properly, after the battle I obtained to go to a New York vogue college and she or he goes, I used to be gonna be a seamstress after which I obtained pregnant and fortunately I needed to go house and be a mother and I did, and I raised my household. At 50, between grandkids and grandkids I obtained to truly begin stitching once more, so I began making these outfits for dolls and she or he holds up this doll and she or he goes, they usually obtained actually in style in Brooklyn. Now I nonetheless have folks pay me $1000 to make these dolls. She goes, I really like making these dolls. I began off doing it for grandkids and she or he’s like, “so all you girls on the market, all you younger girls on the market that wish to begin a enterprise, it’s by no means too late. I opened my first enterprise at 70.” The room was applauding, it was like she received the soccer sport. Folks have been so excited and she or he’s speaking to the younger girls of their 70s within the viewers saying, hey, you possibly can go construct your corporation and it was tremendous emotional and tremendous inspirational and that could be a free contact level. We had 150 residents and prospects within the room. I had no concept that was gonna occur. The tales are there, you simply have to provide them (residents) the area to talk.
SHN: The following subject I wanna speak about is empathetic steering. I actually like this subject as a result of I feel it’s type of an undercurrent in a number of the conversations at these conferences, this pressure between how we are able to push our gross sales groups to be as aggressive as potential whereas on the identical time making the sale that’s, you recognize, so tough and requires a lot empathy. So mainly my query is how do you stability that? How do you provide empathetic steering? For households coping with this uncertainty or guilt about transitioning to senior residing. Geoff, do you wanna go first?
Duncan: I feel our function on this trade is on the entrance finish. Persons are not fully conscious of the entire choices out there to them, proper? So I feel on the entrance finish it’s really actually necessary to deal with the scenario as an advisor and I feel that how that applies to content material is we, we speak about it within the advertising division. It’s like okay properly how are we creating the journeys with the intention to place ourselves as an advisor. We attempt to not be too salesy in sure components of the gross sales funnel. Nevertheless, we’re nonetheless within the enterprise of attempting to get move-ins and we wish residents, so there needs to be, as soon as discovery has occurred, as soon as we’re conscious of their wants, there needs to be a type of growing assertiveness and I’m kind of utilizing that phrase deliberately. The messaging type of ramps up a bit, proper? We wish to at that time when somebody is conscious of their decisions they usually’ve kind of already made the choice of what’s acceptable for them after which it’s only a matter of okay properly I’ve to get off the fence now I’ve to make that call. We’re attempting to consider how content material may also help folks get off the fence, however on the entrance finish you recognize you’ll hear me speak about authenticity and it’s actually a couple of type of softer messaging positioning ourselves as an advisor.
SHN: Matt, I might love to listen to from you first on this subject of empathetic steering.
Paxton: I imply we’ve actually struggled with not being too pandering and to us the empathy is absolutely extra about simply dropping the BS and being brutally trustworthy with them. So we’ve tried to be far more direct and far more trustworthy about our communication. After I began this enterprise we’d ask what did you do in the course of the battle, we’d ask their job and now we ask, did you go to Woodstock? Your residents obtained excessive at Woodstock. That’s a actuality. Is your messaging actually on level for them? I imply, it’s type of such as you discuss to your youngsters. I say issues I did to my teenager, they usually assume it’s a joke. They chuckle at me as a result of they’re like, Dad, it’s so old skool. So we’ve actually tried to take out simply a way more brutally trustworthy, and once more give them the area to inform their tales, however we don’t pander and that’s been actually the like most likely the very best factor we’ve executed. We similar to to go, yeah, as a substitute of you recognize attempting to persuade them 6 totally different optimistic methods of why we must always transfer there. We are saying, oh God, I wager you’re actually upset that we’re right here. I wager you simply don’t wish to transfer. I wager you actually don’t need us right here. And so they’re like “yeah, I don’t need you right here.” After which we’re in a position to negate that subject after which we are able to construct on that immediately. So we’re getting belief immediately by breaking that wall of BS. So for us we predict that’s the way you’re empathetic.
SHN: Break the wall of BS. The headline is writing itself in my thoughts.
Paxton: Nicely, all of us do this, proper? Prefer it’s as a result of we wish to be excellent. We wish to make it golden and mild and ideal and like that’s simply not who the resident is anymore. I actually attempt to assume I’ve 7 youngsters. I’ve 6 youngsters. I’ve 6 boys, 11 to 16 and a 19 yr previous woman, so I’ve to continually discover ways to re-communicate with my youngsters, and I attempted to do the identical factor with our residents. Why are we not altering the way in which we talk? Not know-how, however phrases.
SHN: Geoff, how do you distribute your video content material?
Duncan: Plenty of other ways, we’re huge on YouTube, we leverage YouTube fairly a bit, however that’s one of many beginning factors. That’s not the ending level. So we use YouTube, we’re doing remarketing, we’re doing show promoting, we’re leveraging video and all of these. We’re utilizing natural social by way of meta clearly however then additionally LinkedIn for extra company sort of content material. There’s totally different causes that you’d put out content material, one thing now we have to be centered on is why would somebody wish to work for our firm versus, you recognize, any one in every of you. Now we have to place messaging on the market, to make it possible for we’re seeing it in a approach that’s engaging to potential candidates so LinkedIn is suitable for that. We’re doing one thing, perhaps a bit distinctive, after we put out video content material or actually any content material as an natural publish on say Fb, we’re additionally then taking the posts which might be performing properly from an natural standpoint after which we flip them into adverts. Now that’s not boosting posts, we’re turning them into adverts and we’re doing this loads. It’s an enormous attain however it exhibits natural content material. It is a lot of consumer generated content material as our groups are sending in photographs to us. And, it’s actually arduous. We’re doing 250 of those posts a month. It’s a number of posts that we’re selling together with a number of different issues. The distribution is attempting to type of span the entire spectrum of distribution to attempt to get as a lot, you recognize, eyeballs on, on issues as potential.
SHN: Katharine, any ideas on distribution past that?
Ross: We actually have to consider the place your viewers is and the reality is with all of the generations doing analysis in senior residing proper now, our viewers is all over the place. They’re on TikTok, they’re on YouTube, they’re on conventional media too and so video content material is a superb alternative to show that approach. One of many issues I needed to echo on with Geoff’s level earlier, you talked about that your movies are getting watched fully. We discover that seniors will watch a complete video; whereas I’m a GenXer, I quick ahead by way of TikTok so take into consideration that if you’re designing content material.
SHN: I assume this additionally will get to this query about accessibility in case your viewers has listening to, imaginative and prescient, any suggestions there for.
Ross: So one of many issues I observed with some supplier web sites is that they’re not essentially taking into consideration the online content material accessibility tips W-CAG, the weirdest phrase on the earth to say, proper? However they’re nice tips. They speak about excessive distinction, they speak about background noises they’re actually pondering by way of the expertise for the visually impaired and the audio impaired, which is so necessary for our seniors.
Paxton: Again to the various kinds of content material, we B2B or B2C, now we have discovered we’re trying like I’m on TV clearly I’m not telling you guys to be on TV, however we don’t do TV for the TV viewership, we do TV for it after they convert it to TikTok and YouTube. Our conversions come from TikTok and YouTube. I do TV exhibits only for these conversions. Then I get on the morning native media. I actually assume that’s nonetheless tremendous ignored like your native morning after The Right now Present, there’s nonetheless TV on and they’re dying for content material and also you guys have unimaginable content material and I simply can’t stress to be your native knowledgeable in your native morning media like they want your content material badly and it’s not very price prohibitive, however I imply I do all the pieces from speeches to e book; but when I that that morning media I’m speaking to folks which might be nonetheless at house no less than watching consuming breakfast, and that’s one thing we I actually push. Please go be your native knowledgeable.
SHN: I assume to that time about each price and ease of creation, now we have a query about how do you create the video content material? Should you use an iPhone, do that you must get an expert videographer? I don’t know, Geoff, what’s your strategy?
Duncan: We’re doing an array of issues. We’re paying for manufacturing, a really well-produced video. Nevertheless, I might simply wish to stress the authenticity piece, we actually need the video to appear genuine as a result of we don’t script residents in any approach after we do interviews. We don’t script anybody, not even our workforce members, and that’s by design. We get requested each time that we take a video, what questions are you gonna ask me? We would like it to come back off as pure as potential. We’ll do the cuts which might be wanted to, to make it possible for the video tells a narrative nevertheless, we wish it to be candid and within the second. These produced movies although are pretty cheap and you recognize actually it’s as a result of it’s a resident on digital camera talking, sure we’re utilizing some totally different digital camera angles to attempt to you recognize make it attention-grabbing, however usually you recognize we’re doing interviews in a few rooms, you possibly can transfer round, it’s one digital camera fairly easy. We’re additionally performing some simply straight like iPhone movies that’s nice for brief type content material, nice for social, I’m nonetheless actually huge on that it’s like, hey, sure, it’s not as nice high quality however you recognize folks type of like that. It’s actual, I feel it’s necessary.
Paxton: In TV there’s a time period referred to as ok and it’s really ruined TV for us I imply YouTube is sweet sufficient. It’s the explanation it really works and it’s actually reasonably priced. I’ll argue the microphone is extra necessary, the standard of the microphone is extra necessary than the standard of the digital camera and the digital camera man is shaking his head agreeing with me proper now. I imply if you’re beginning on the naked backside, in the event you simply go ask a number of questions to every resident. We did a neighborhood in Wisconsin and referred to as them story starters and requested questions like, what’s your first automobile? What was your first job? The place was your first kiss? They’re quite simple questions that the residents can reply. Considered one of their questions was, what’s the best invention you’ve seen in your lifetime? And the woman was like, properly, area journey is fairly cool, indoor plumbing is superb and she or he’s like, however hair curlers for me it’s hair curlers, proper? After which she defined she’s like, I’m from West Virginia we couldn’t do our hair until I used to be like 20 that was and that story ended up going fairly viral for them that was actually on an iPhone. You may do this, you possibly can take a look at it in your iPhone at little or no price and see what works, get it posted, spend the cash on the knowledgeable that can assist you place it correctly and, after which if it goes properly, go from there. We’re not saying don’t use consultants, simply use the precise consultants correctly.
SHN: Nicely it’s 2025, so now we have to speak about AI on this panel. It’s a easy query, how does AI play a task in all of this that we’re speaking about when it comes to significant content material creation?
Paxton: Put your self within the function of the native knowledgeable. I really use AI to seek out out what my prime 10 search phrases are every morning. So after I go on to do media, I discover out what are the highest 10 phrases which have most just lately been looked for me and so I take advantage of these phrases in my interview. Earlier than that may have price me 2 folks in like a 2-week spreadsheet. I used to be like I’m the one which’s that AI has no place in our trade. We’re serving to folks. Now we provide on-line estimates. I take advantage of AI to truly scan a home and I get a full stock of the home and I can begin speaking to the household instantly as a result of I’ve a listing of the home as a result of the grandson put his telephone in the home and he used to have to attend 3 weeks earlier than I might get all of the relations collectively they usually’d must fly someplace. It will make it, you recognize, 3 months earlier than they’ll transfer into your neighborhood. Now we’re speaking to them on the telephone that night time. So AI really, as soon as I opened my coronary heart to it. It’s there, however I don’t assume they’re gonna substitute my job. I don’t assume a robotic’s gonna go in and kind the home, no less than not but.
SHN: Geoff, have you ever opened your coronary heart to AI?
Duncan: I assume from an AI standpoint, I’m actually excessive on utilizing AI particularly proper now for inner sort of selling. So when you consider coaching that needs to be developed and the way lengthy that usually takes, we at present are utilizing AI to summarize a bunch of issues that we’re at present doing, present coaching supplies on our SharePoint web site, it’s fully sped up the method for producing coaching content material. Sooner or later I think about that’s particularly on this trade, this far sooner or later, so simply know that, I think about it getting used for content material to assist a gross sales particular person perceive what they’re lacking in the course of the gross sales course of, like dwell in entrance of a resident on the telephone or on a tour. What are they lacking, you recognize. If the CRM or some system can inform them hey that is one thing that the particular person mentioned in Discovery they’re within the pool you solely spent a lot time on the pool, return, just be sure you hit on these factors. I feel that is sort of a key factor on this trade.
Paxton: That exists now on HubSpot’s AA instrument. It’s fairly loopy. I didn’t assume this might really work, however they report all of our incoming calls and we now know like in the event that they ask a couple of piano, that’s gonna be an property sale. And we didn’t know that, or they could want in-home healthcare or they could want, you recognize, so there’s different service suppliers we’re gonna and and as that grows, as they develop that database, it’s actually superb the info that we’re gonna be taught what our shoppers want earlier than they even inform us.
SHN: Katharine, ideas on AI?
Ross: I imply, my solely thought with AI is watch out, proper? We’re serving probably the most weak inhabitants, so we’ve obtained to verify we do it proper. I really like AI, I play with it loads. Should you comply with me on LinkedIn, you’ll see some generative artwork that I had a number of enjoyable experimenting with. However AI can join the improper dots and lead folks down the improper paths. On our workforce, we make it a coverage to have human overview of something earlier than it goes dwell as a result of we don’t wish to depart anyone weak to grabbing the improper info.
SHN: There’s little doubt that storytelling differentiates. How do you measure the worth, particularly in our world the place leads are so extremely valued. If any of you could have ideas on that, I’d like to listen to it. Possibly Geoff, you recognize, you introduced up monitoring the info round views and clicks and watching to the tip. How do you see that translating to an ROI?
Duncan: That is likely one of the questions clearly our possession teams get to ask us that query. We quantify, we attempt to quantify all the pieces in our enterprise. Nevertheless, now we have to type of take a step again and notice that we’re entrepreneurs and never all the pieces can all the time be quantified and tied on to a transfer in. There are a number of contact factors that now we have to care about and a number of communication channels now we have to care about messaging. On this enterprise now we have to keep in mind that it’s the resident that’s transferring in. There are influencers that assist the residents transfer in. Generally after we put messages out, the influencers attempt to straight transfer in, that’s a extremely powerful factor to attribute, proper? Sure, we nonetheless care, we observe all the pieces from, you recognize, all of the clicks we observe all the pieces. We perceive totally what’s taking place. We perceive which campaigns are working. We tie all the pieces again to UTMs, however on the finish of the day, if an influencer who’s a pal sees a video, has a dialog offline we’re by no means going to trace that so I nonetheless care about prime of funnel advertising funnel sort of actions. I care about impressions. I care about views. Is the content material being consumed? That’s what I care about. Leads are gonna occur. We’re nonetheless tying issues again to campaigns, however on the finish of the day, I care concerning the advertising actions.
Paxton: I’m a service supplier, so it’s straight up, did they transfer in. After which what we’ve pushed more durable is on our companies, do they get to go to dinner the primary night time? Like that’s really necessary to us. Did we get our job executed quick sufficient and ok that they’re they really feel content material sufficient to now bounce into their neighborhood and so we really that’s, we really feel like we failed in the event that they don’t go to dinner the primary night time and we’ll actually go to dinner with them if that will get them to dinner as a result of we all know that first night time’s tremendous necessary.
SHN: I wish to speak about video content material and interactive instruments and what function video content material performs with interactive instruments. Katharine, you wanna take this one first?
Ross: Sure, however I’m gonna break up that query. What I’m gonna say is persons are doing analysis in senior residing, they wish to management their very own journey and you recognize we’ve talked loads throughout this convention about assembly folks the place they’re and concerning the significance of name power, and I feel to Geoff’s level, model power isn’t all the time quantifiable. It exhibits up in nice Google opinions. It exhibits up in nice phrase of mouth taking place at a church the place a number of church members transfer into the identical neighborhood. I feel in terms of interactive instruments on-line and video on-line that goes again to constructing the journey that helps folks co-create their very own path and discover out and uncover issues on the fee that they’re all for. One of the vital interacted items on our web site is a care evaluation instrument, that permits them to actually consider house care and senior residing all in the identical query module and we see a number of optimistic engagement from that. We additionally see that movies on profiles on our web site improve engagement fee by 40%. Persons are actually having fun with video content material and seniors will watch the entire thing, so preserve that in thoughts.
Paxton: To us, now we have to construct belief. That’s our entire level of the video. It’s not about closing the sale, it’s nearly incomes belief. So for us, we speak about nostalgic interplay. And in the event you’re from the 80s, you might be tremendous pleased with being from the 80s. You’re not kinda enthusiastic about it. You’re insane so our subject is with interactive nostalgia. I did a e book tour a pair years in the past and I used to be in the course of nowhere Nebraska and never one particular person confirmed up for a 2 hour VIP e book signing. I’m sitting there on my own humiliated, like questioning my total profession and so as a substitute of crying, I took an image of me on an empty stage with a stack of books that no person purchased. And I went on-line and mentioned, no person confirmed up. That is humiliating. What’s your most embarrassing second? Everybody interacted with their most embarrassing second. All the pieces is a chance to work together positively. You simply must ask the query and so after we say work together, I hope you really work together like I don’t like promoting arduous on a publish. I’m totally different. I’m a service supplier. I wanna construct belief after which I’ll get them differently after which I’ll do the sale, however I don’t know them but. They don’t belief me but, so it’s not time for me to ask for that sale and so we use video to do optimistic nostalgic interplay. And all that nostalgia is within the partitions of your neighborhood.
SHN: Terrific. Nicely, it was tremendous enjoyable to work together with all three of you. We’ve obtained 30 seconds left, so I’m simply gonna run proper down the road and ask every of you simply kind of flash questions, any final ideas that you simply wanna depart our viewers with?
Ross: Make senior residing enjoyable. Share the enjoyable tales.
Duncan: Don’t be afraid to fail.
Paxton: Your content material is inside your constructing proper now.
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