Business – Page 2 – The Property Writers

How to shine when you get online: propinquity #2

May 10, 2016 No Comments

So a couple of weeks ago I wrote about the concept of propinquity, which basically says that the more people interact with you, the more they’ll be inclined to both like and trust you. Useful to keep in mind in an industry which is always struggling against the perception of untrustworthiness, right?

And I also said that I’d talk more about how to do that in the online environment. Because it’s no longer enough to sponsor the local Christmas Pageant or have your face on the side of a bus: both millennials and Gen Xers, are living their lives on the internet, and plenty of them are also looking to buy houses. They want to see that you’re a real person, and that you know your stuff, and you can do that by putting in some time online.

1. Make your website compelling

You no doubt have a website, with your current property listings available for searching. But what is drawing readers to your site in the first place? Why will potential new vendors click on that URL as opposed to the one down the road? Maybe they’ve seen your name on billboards around their areas or your shopfront has caught their eye, but you can also do a lot to make sure that your site pops up at the top of a generic search using great web copy with SEO-optimised content and a good web designer.

But great web copy only gets you so far. Remember, the aim here is to make you seem familiar before the vendor decides to find an agent. You already do this in the real world, so what you’re going for here is the equivalent of driving down a street and seeing your thoughtful, eye-catching billboards every day.

2. Make your content fresh

This is where content marketing comes in. Before a vendor has decided whether to list their properties, they’ve been researching online. They’ve costed out a renovation (too pricy!), they’ve looked at how much their area’s appreciated, they’ve done some thinking about where the best schools are or whether there are any beach suburbs that are still affordable. If your site is offering information on those peripheral issues (and the list is endless!), and they’ve read your articles, then you’re becoming both familiar, and an expert, in the back of their mind.

3. Write for other sources

It doesn’t just have to be your own website on which you’re sharing all of this: plenty of larger, high-traffic site will accept sponsored content from contributors. That means that instead of paying for an advert on a website, you’re providing them with an informative article. They save on staff writers and have quality to offer their readers, and you as the contributor have got your name out there for people to remember.

And if you’re blanching at the very idea of writing for a high traffic website, here’s the biggest secret of all: ghostwriters don’t just work with books.

4. Maintain a social media presence

Facebook, Twitter, LinkedIn, Instagram…the number of social media platforms is growing all the time. Depending on your goals and objectives, you can maintain a social media presence across several platforms or just a few. The important thing is that you understand how each platform works, and you’re prepared to post regularly. The etiquette of social media requires that you interact with your audience, rather than just posting links: try and stick to an 80:20 rule where no more than 20% of your posts are promoting native content. Respond to posts by other people, thank them for their interactions with you, and forge connections. You’re showing people who you are, and the more natural that comes across, the better. You can outsource this work as well, by the way, but it’s important to maintain your voice, so if you can find the time to do it yourself, all the better.

If all of this seems overwhelming, remember you don’t have to do it all at once. Pick a quiet time of year – winter is coming! – and put aside some time to improve one avenue first of all. A neglected social media presence is almost worse than none at all, so start with the thing you’re confident you can maintain and add things as time permits. We’ll be publishing more how-to articles on each of these subjects, so check back in with us as you go!

~ Tanya Ashworth-Keppel

Behind the scenes, Business

Happy Mother’s Day

May 7, 2016 No Comments

We are almost certain that unless you have been living under a rock, you may be aware of a little occasion coming up called MOTHER’S DAY. With the lead-up to holidays these days more saturated than ever, we assume most people know that it is upon us.

So we thought it fitting to share some tips for other ‘mothers in business’. These may perhaps be of some use for those who may be starting out with the juggle of motherhood and working.

As a team, we certainly divulge our parenting woes, highs and lows to each other. Before forming our business we already had being mothers in common.

But we remain pretty tight-lipped with our clients and we keep things professional on that side of the fence. Our phones are filled with photos of our daughters (we each have two!) doing the cutest things, naturally. We would love to show everyone how beautiful they are, but we refrain. We know we are good mothers. We know we are good at our job. And we know we have the right to do both, it’s just our choice to keep things a little separate.

We are both mothers whose children are involved in plenty of activities – swimming, ballet, athletics, gymnastics, you name it, our littlies are probably involved. Chances are we have just locked off copy for an upcoming listing before launching a glittery bag of some sort into our front seat and hurrying off to an extra-curricular activity. But the world and our clients don’t know that!

We do our best week in, week out and some weeks are easier than others. We have gleaned a smidgen of wisdom from our years of freelancing and subsequent business-owning, whilst mothering.

Katharine’s tips for mothers who are in the process of starting up a business, or perhaps seeking a touch more balance:

Keep a calendar that everyone in your house can see.

It sounds obvious and yes, your children may not be able to read yet, but if you have plenty coming up in your working week, make sure it is visible alongside the other facets of your life. I’ve found that keeping a work calendar separately is handy (love my iCal). But just the same as we need to try to strike a balance with work and life, if you can SEE these appointments and commitments side-by-side, it can make it easy to allocate your time and see where you need support. That brings me to my next tip.

Support.

There is the saying that it takes a village to raise a child. Well, in our fast-paced 2016 society, I find people, and yes, particularly women, really do put an immense amount of pressure on ourselves to be everything to everyone. There is also the saying about fitting your own oxygen masks before helping others. So true. I myself have really only become all too aware of this within the last twelve months or so. If you are in the throes of rolling out a business or keeping on top of a growing new enterprise, your commitment to your children doesn’t want to be something you feel is side-lined. Call on your support networks- partners, spouses (if you have them), family, friends and community groups. If you do rely on childcare and feel guilty, as obvious as it sounds, try to shake the guilt early and keep your eye on the prize. Your child/children can ultimately benefit from your own working dreams coming true. You may need to remind yourself of this every day, but try to go easy on yourself. And childcare of course has its own social and emotional positives for children too, it helps to bare that in mind.

Let your children see you working sometimes.

It goes without saying that they need to be at an age where it is safe for them to amuse themselves in the background – you don’t want your one-year old juggling knives while you’re tweaking marketing copy! But if and when you feel like you can complete a task, particularly if you work from home, or bring your children to your office/workplace/warehouse on the odd occasion, give it a go- in small increments at first. This, we know, is difficult when they are young. My eldest daughter can decipher the most complicated house floor plan. She recognises split-system air conditioning units, water closets and rainwater tanks! She has also essentially seen every single G-rated Disney film in existence and was able to begin to learn to read a little earlier than typical. And an upside is that working for myself has afforded me with flexible hours, so I have been able to visit incredible places with her through these early years. These outings are a reward for her for her patience during particularly busy days. And also a reward for me for my hard work and diligence. Her reading folder that was sent home from school advises parents to ‘let your children see you reading for leisure, so they learn early that it is an enjoyable activity’. I think the same can be said for working (in measured doses). If your child sees you working and achieving your goals, you are setting them up for a life of their own self-belief.

Set aside quiet, isolated hours each day, if you can.

Despite the above tip of letting your children see you work, I think it is also useful to put my hand up and admit that you can typically get a task completed in half the time if you aren’t tandem parenting/working. If you have peace, quiet and are not having to divide your attention between children (and their snacks, always with the fixing of snacks!) chances are these hours can be your most productive. These hours may be late at night. Which can be tough. But reaping the rewards of a flexible working life can tip the scale making burning the midnight oil worth it.

If you wish to keep on feeding, then keep on feeding!

Plenty of other people and women in business have addressed this and in a much more eloquent manner, but in a nutshell – if you have chosen to breastfeed and it has been going well and suiting both you and baby/babies, then be aware that you have every right to continue. Particularly, if you have returned to a workplace. An awareness of your rights to have pumping breaks and a space to use is certainly something you should have. I have fed and pumped in some seriously uncomfortable and sometimes down right bizarre places, with both of my daughters. As a working mother, who also happens to be providing essential nourishment for a growing human, know that you are already a super star. And hopefully knowing this encourages you to uphold your right to continue to do so.

Enforce a ‘phones down’ time-slot in your home and try to stick to it.

If you’re a working mother/business owner, you know better than anyone that that phone of yours is often buzzing whilst your children are in need of attention. Whether you sell products or services, there will always be the need for people to contact you. As long as you have indicated clear guidelines to clients or customers for turnaround times or response times, know that you can put your phone down and focus on your family and pick up where you left off later. This shouldn’t put clients off either – if you are doing a stellar job anyhow, no one should have any qualms with your abilities. You can put that phone down or mute notifications for a few hours every afternoon or evening and be able to do family dinner, bed-times and stories, if you are able. The world will keep turning! (Something else that took me a while to learn too.)

To be sure, it is a juggling act and anyone who tells you otherwise likely hasn’t played such major roles at the same time. But it’s doable, it’s rewarding and I know that my own daughters are my motivation for success.

This weekend we are going to break our self-enforced social media rule of limited personal/family shots and post some photos of the joy we get from motherhood. A very Happy Mother’s Day to our own mothers and we will also be thinking of those who have lost their mothers, or whose mothers have failing health. If anyone else has tips for this balancing act, we would love to hear them on Instagram.

Business, Marketing, Tips

Help us help you

April 19, 2016 No Comments

This post is penned by a total film tragic, so straight up apologies for the quite obvious reference. That said, this quote and its use was flooding plenty of different creative industries after the 1996 film in which it was featured. We just thought it was time to bring it up again.

Yep, we are referring to Jerry Maguire’s spiel to Rod Tidwell. (See below, if you need a refresher. Note, all Copyright of clip remains with owners/proprietors of the original film.)

Don’t get us wrong, we aren’t in the habit of ranting at our clients, or bothering them whilst they are attempting to dress. And we pride ourselves on our really positive relationships with all of our clients.

When you communicate with a client purely via Emoji, that’s when you know you’ve built up a solid working relationship!

But what we love about this “help me help you” ethos is that in the marketing world it’s easy for pressures and strains to compete to get in the way of taking a deep breath and going back to basics.

Asking the really simple (seriously, very simple) questions of a client at the beginning of a brief, we have found anyway, have ensured that we are providing the best possible service (read: help) that we can.

Questions such as:

Who are you trying to reach with this?
Do you have any documentation that can give us a unique insight? (For example, vendor’s statements about what they love about their home, why they first built in the area, etc..)
When do you plan on publishing this and/or having your other material complete?
Can you describe your ideal “buyer”, who would read this copy and be enticed to pick up the phone and call you?
Can you cite an example of a listing/catch-phrase/campaign you’ve seen recently that has sparked your interest and what did you love about it?

We have found that when providing our service for the first time to a client, whether they are an agent from a boutique agency, or someone from a powerhouse agency, questions like these help so much.

All it takes is this initial ten-minute or so conversation and we are in the best possible situation to help and to produce something tailored, unique and exactly what is required by the client. As a result of them helping us. Win-win!

It can also save a stream of emails back and forth following a brief, which may be a hindrance on time, on both ends.

So whether you’re a copywriter reading this, or a business owner/agent/agency who currently outsources to writers such as us, it’s a good little tagline to embed in your brain for the day.

help me help you

Simple right? But effective! Have any other tips for that first efficient, effective copywriting briefing? We would love to hear them.

Marketing, Tips

Why sophisticated language sells homes

March 22, 2016 1 Comment

As we often tend to splash about, we really:

a) Love what we do
b) Revel in how much time we give back to real estate agents
c) Feel that fresh, colourful words are essential to selling property

To anyone who really thinks there isn’t the need for sophisticated language in real estate marketing, we would love to change your mind.

Think on it; how much work goes into the purchase of a home? Whether a property in question is targeted at investors, home-buyers, of the first or seasoned variety, so much work goes into the sale.

It’s a big deal.

Before you even get to that chapter, from a real estate agent’s perspective, you need to put your best feet forward, in a very competitive market. Designer threads, impeccable grooming and warm smiles are only a fraction of how to make a solid impression on your prospective buyers.

Compare the marketing of a property to that of well-known soft-drinks. Billions of dollars worldwide is spent every year on the marketing of these products. Products that, individually anyway, can cost as little as $1.50AU.

And all a buyer needs to do to acquire one is click a few buttons on a vending machine, insert coins, or wave a card – and the drink is theirs.

SO much simpler than the mountain of meetings, paperwork, hoops and phone-calls it takes to buy a property, right?

Not that we are strictly comparing apples with apples, but the cost of a home these days can be upwards of $300,000 and obviously way beyond. A very expensive ‘product’, a very important decision and one that requires much more of a comprehensive decision-making process than a can of Sprite.

So, why should you not invest a little in your marketing content? What you are selling is worth several hundred thousand beverages, in a competitive market. This means at the very least, the property needs to have features and benefits highlighted, in a sophisticated and direct way. Seeking some outside help (such as the likes of us ‘adladies’) is a brilliant decision.

Think of us as the people who come up with those insanely catchy, yet very precisely thought out, key words for those colourful and appealing drinks. But for property.

Sophisticated language, weaved into web titles, content for online and print marketing and even signboards for your properties allows your listings to, like you, have their very best feet forward (now there’s an image, a house with feet!).

What sounds BETTER?
– Three-bedroom home in Manly
– Seeking somewhere tasteful in Manly?

Then of course, there are real estate agents out there who love nothing more than taking the time to craft the words for their listings themselves and they do it well, time after time. Cudos to them, we love their work and some could seriously give us a run for our money in marketing content.

But if you fall into the more common category of being time-poor, or inspiration failing to strike for piecing these listings together, then we encourage you to contact us to let our sophisticated language really help you sell.

Business, Tips

Tips for refreshing your work space in 2016

January 12, 2016 No Comments

Who else is still struggling with the phrase “last year” when referring to 2015?

We welcomed 2016 with enthusiasm, cheer and a dedication to those kinds of goals that you just want to stay on track with. But it’s still a little hard to get our heads around it being 2016 just yet. We are giving ourselves until the end of January to not fumble over the phrase.

Even so, the New Year is HERE and we are thrilled when we look back on all that we achieved in 2015. One of our ‘resolutions’ is to be protective over our time, both work and leisure, this year.

More than ever we (and we know our clients are too) are feeling pulled in different directions when it comes to where we allocate our 24 hours. Everyone gets 24 hours a day, we know.

But with overwhelming, saturated inboxes with emails from every single product/service/company/brand you’ve ever shopped with, utilised or even glanced at, even sifting through emails can be a task that demands hours.

As well as the usual commitments to work/family/children/friends/exercise, people are feeling a little more frayed than ever.

And no one wants to start this year already feeling burnt out. A good remedy for not feeling overwhelmed could be as simple as a tidy-up of the space you spend most of your time in.

So, some ideas for maintaining a time-friendly office space, in no particular order:

Be rid of old technology:

Whether you work from home, on the go or in an external office, it’s important not to feel weighed down by technology. But with more and more devices and gadgets available to us, we know we are guilty of having a little build-up of things we no longer use or require. And these can add time, even if it is only minutes, to your daily life. Whether it’s having to sort through a jungle of cables that you no longer need, just to find the one charger you do require, or having to switch hard-drives, phones or tablets to access just one photo or file that you require, a build up of gadgets is draining.

So PURGE yourself of those no longer used devices and you will feel all the calmer for it.

For phones, how about helping the gorillas and recycle your no-longer-used mobile phone? Details are here: For computer technology, give this link a go for information.

Upgrade your work screen:

Another hot tip for the maximising time in the office (if you haven’t already done so) is considering adding a monitor to your desk, to plug your laptop into. Thereby, more than doubling your screen size and allowing you to expand your windows and horizons! We know, we know, this is a contradiction of the above advice to be rid of extra technology.

But consider this: Particularly when working in any industry which requires you to work with multiple programs at once, be it for bookkeeping, graphic design or our own familiar field of marketing, you spend so much time opening and closing windows and sliding across to review content. We know we do.

I picked up a second-hand monitor and cable from Gumtree (bless you, Gumtree) and now couldn’t be without it. It allows me to use my MacBook, yet also have mega-screen to keep open my work inbox, floor plan and property photos, relevant links and word processing open. ALL.AT.ONCE. Winning!

Be the boss of your snail mail:

Dedicate just one day a week to being the absolutely-must-ensure-on-top-of-mail-day. Simple, but effective. You hear me? Piles of unopened envelopes not only cause physical clutter, but emotional clutter too.

You could allow yourself to sidestep and dance around the mail six days a week, if you are the ultimate procrastinator. But at least one day a week, go through it, file it, pay it, shred it, do whatever you must, but be rid of it from your space. You will feel total satisfaction once that last envelope is lifted. Make it a rule and give it a go.

Get the inspiration you need to create the space you want:

Ok, maybe it’s an excuse for a smidgen of retail therapy, but consider this. If your work space is a bit cluttered or lacklustre, there’s nothing like getting out of it and going and visiting glossy, clean, fresh home office displays. Whether they shame you into tidying yours out, or inspire you to go for a new look, it could be the best excursion you take all month!

A tidy office, with fresh, personal touches can make for a wonderful space in which you’ll be itching to get into and get productive in. Why not take advantage of all those fabulous back-to-school stationary sales that are on right now? Who said watermelon-shaped pens are just for school kids?

Or, of course, get thrifty and spend some time in opportunity-shops, or search online swap/second-hand sites. You know what they say about someone else’s trash…

Our own office rehauls have made us feel pretty fabulous. If you can’t half tell from our images above, we LOVE trawling through houzz.com.au for inspiration We hope you enjoy making yours happen.

*Note, this is NOT a sponsored post, but just contains our own ideas and recommended online spaces.

Business, Marketing

A customer in the hand is worth two in the bush

October 28, 2015 No Comments

Or, why repeat business is good business

A lot of agents focus on getting the listing. After that, you sell the house, and you move on. Home buyers aren’t very good repeat clients compared to, say, technology consumers. By the end of 2013 the average Australian home owner held onto their house for 10.1 years (or 8.4 years for a unit), so once the contract is signed and the commission collected, that’s the last you’ll have to do with that customer, right?

Maybe not.

Here are some statistics every business owner should know.

A dissatisfied customer will typically tell 9-15 people about their bad experience, with one in six telling 20 people or more. A satisfied customer, by contrast, will mention it to only five;
For every customer complaint you know about, there are another 26 dissatisfied customers who have remained silent. 25 of those will leave and not return to your business; and lastly
It costs six to seven times more to attract a new customer than to retain an existing one.

Your vendor might not sell again for a decade, but their family and friends probably will. And if they’ve raved about you, that’s new business that you haven’t had to spend a dollar to attract. If they felt that you were dismissive, only focused on the money or outright trying to rip them off, however (and remember, the perception of real estate agents is pretty low to start with), they’re likely to tell everyone they know. That’s a lot of potential business down the drain.

So given all of that, why do businesses continue to ignore the importance of a consumer-centric approach?

Consumer-centrism is the idea that customer service is central to a successful business model. They don’t just aim their marketing at getting customers to buy their product; they find out what the customers want and tailor the product to those needs. They focus on retaining customers and gaining repeat business, often by initiating user surveys and interacting with customers on an ongoing basis. As contrasted with customer focused businesses, who take a short term approach to gaining and providing for customers, consumer-centrism looks to the long term. These businesses interact with their customers before, during and after the sales event. They don’t wait to receive feedback; they go out and solicit it. And if it’s negative, they set up the pathways to be able to fix it, and they let the customer know that they’re changing their approach. Customers dealing with consumer-centric businesses feel heard.

While these are examples of retailers, not service providers, it’s useful to compare and contrast two big retailers in this arena:

Bunnings, a huge DIY/trades warehouse, doesn’t just concentrate on great customer service and decent prices. They offer DIY workshops which empower people to use the products they’re buying, they hire people with knowledge of and passion for their trade, and they keep people coming back. By doing those things, they create an ongoing demand for their product, and they establish themselves as an authority in their field. Contrast that with Harvey Norman: with a huge advertising spend, regular discount cycles and a floor stocked with products and staff, the company puts a lot of effort into attracting customers and persuading them to buy. What they don’t do is generate ongoing custom.

What’s the result? In 2012 Choice published a report on customer service. Bunnings was a stand out performer, while Harvey Norman trailed at the bottom of the pack. Not surprisingly, that year Harvey Norman posted a huge 39.2% loss over the previous year.

Remember those statistics we started with? It’s easier and cheaper to retain existing customers than attract new ones. If you aren’t consumer-centric, you will spend more money on marketing and experience a higher turnover of customers compared to the companies who have a solid, loyal customer base and can concentrate on what they do best; running a business.

Next week we’ll look at some practical tips on how to create a consumer-centric business model. Until then, remember that your relationship with your clients should be a conversation, not a broadcast.

Business, Marketing

Four strategies for five star reviews

September 14, 2015 No Comments

A spike in online review sites such as RateMyAgent and ProductReview has consumers turning to the internet for guidance, and agents are worried. Your newsletter mailing campaign might be glossy, and your signage slick, but consumers are less likely than ever before to judge an agent by its cover. With the most recent Roy Morgan poll showing that real estate agents are amongst the least trusted professions in the country (even Federal MPs rated higher!) the power of online review sites is even greater.

Across all industries, buyers are completing more and more research before contacting a supplier. In fact, 57% of the purchase process is complete before you even hear from a potential vendor; they’ve done that part of the process by researching you, your competitors, their property value and expectations, and their findings will mean the difference between a phone call to you or to your arch-rival across the street. What you say and do after they’ve made contact is hugely influential, but it’s not the main part of the sales task.

So if the majority of the purchasing process happens before you make contact, and consumers are increasingly placing their trust in online review sites, you need a new approach. The good news is with a smart strategy in place, you can get out ahead of the pack and influence online spaces to drive more business to your door.

1. Be across your reviews. Knowledge is power, and although you don’t want to leap in and respond to every scathing comment (more on that below), you do need to know what’s being said about you. Google Alerts is a great tool to get notifications – set it up to email you if your name is mentioned, for example – but it can be spotty. In the end there’s no substitute for time; bookmark the major players in the review space and check them at least twice a week.

2. Be responsive. If there is a specific complaint online, respond to it politely. That applies whether the disgruntled consumer is posting on ProductReview or Facebook; either way, you have an audience that is wider than that consumer, and if it appears that you’re ignoring the issue, it doesn’t reflect well. Conversely, a quick and appropriate response is often even better for your reputation than if there had been no bad review in the first place; it shows that your reviews are genuine and that you are sincere.

3. Be brief and dignified. The above certainly doesn’t mean that online is the place to air your own views at length! Please, please don’t be one of those owners who posts a multi-paragraph rant in response to a customer complaint and finds themselves the centre of more attention than you’d wish.

4. Encourage satisfied customers to post reviews. To be clear, we’re not encouraging you to solicit fake reviews or pay people to submit things they don’t believe. But if your vendor has told you how thrilled they are with your services, why not ask them to post that opinion online? It is a truism in customer service that disgruntled consumers are more likely to be vocal than satisfied ones; a simple request is often all it takes to right that balance.

All of this takes time, and if time is short, consider outsourcing the tasks as part of your overall social media strategy. We at the Property Writers will monitor your online reviews and bring anything that needs personalised attention straight to you, all as part of the package! Contact us for quotes.

Business

Work smarter, not harder: outsourcing to experts

September 8, 2015 No Comments

If you’ve ever cackled at Terrible Real Estate Photographs then you already know how bad amateur marketing attempts can be. More and more, vendors understand the impact of a good first impression, and the trend is firmly heading towards the use of professionals. Vendors use professional stylists, swap their own furniture for rented to ensure a coordinated look and then use professional photographers and videographers to ensure that their property puts its best foot forward. Professional copywriting, too, is on the rise, with the newest and slickest agencies using professionals exclusively to make their listings stand out from the crowd. When the sale is achieved, you need a Form One (vendor disclosure statement) prepared; once traditionally done in-house, there are an increasing number of specialised conveyancers and real estate professionals who prepare these for agents. All of these services are paid for by the vendor, even where the agent is liaising with the specialists, with the cost being charged as disbursements in the overall costs agreement.

What does the change in the landscape mean for agents? It means several things.

It’s good news for small players. Hitherto, it was difficult to compete with the big agencies who had in-house studios with photographers and copywriters on call. Today, all you need is a good relationship with some of the many talented freelancers working in these industries and you’re good to go. As a bonus, using freelancers means you don’t pay overheads in terms of salary benefits and offie space; just what you need, when you need it.
It frees you up to focus on selling. Most agents go into real estate because they have a passion for property, excellent people skills and enjoy a fast paced career. They don’t want to be sitting at a desk preparing legal documents or writing copy. With the price of professional services passed on to the vendor in any event, it makes sense to free up your time to do what you love. And that’s important, because:
You need to be at the top of your game when it comes to core skills. With professionals levelling the playing field for marketing services, it no longer matters as much if your ability to write a description is better than the agent down the road. What does matter is the skill that you’re hired for in the first place, which is your ability to get the house sold for the best price. Sales and negotiation skills are your core business, and more than ever before, you need to work hard to stand out from the crowd.

So build your networks of talented and responsive marketing professionals and do what you love to do – sell!

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