The recent buzz on the topic was started, in part, by a lengthy feature in the New York Times which highlighted how an online “designer” glasses reseller, DecorMyEyes.com, enjoyed high organic search engine ranking in Google for designer brand names and keyphrases like ‘designer sunglasses’; not only to spite bad reviews and complaints, but BECAUSE of them.  The owner was claiming that all the ‘link juice’ from the mentions of the brands in the poor reviews on reputable websites are actually helping him rank for the terms organically and helping him get new customers every day.

BUT IS IT TRUE?!

Google addressed the issue on the Official Google Blog earlier this month, tweaking their algorithm to penalize merchants that provide an extremely poor user experience, and explaining the issues they face when considering the upgrades.  As Google pointed out in their blog, many review websites actually use a bit of code known as a ” rel=nofollow ” which tells search engines that the link is not to be considered an endorsement and is to essentially be ignored.  Most of the ‘link juice‘ to the vendor in question actually came from articles by reliable news outlets writing about the owner’s arrest and antics!

Good Business Practices Still Apply

If this ‘Negative Marketing’ was somehow helping the company rank higher in organic search results.  However, a little research would have shown potential buyers that the business has a lot of negative reviews, complaints, and lawsuits against it.  Search engines are trying to provide users with the most relevant content to their search query.  It’s up to online consumers to use their search engines to research merchants.

I want to assure you that the old saying that, ‘there’s no such thing as bad publicity’ just isn’t true.

The unethical marketing techniques exercised by Decor My Eyes to take advantage in loop-holes in search engine algorithms are just an expansion of ‘Black Hat’ SEO tactics.  There may be short-term tricks for temporary manipulation of search engines, but algorithms are constantly evolving and changing.  Eventually, bogus tactics are discovered (remember keyword-stuffing, anyone?) and improvements are made to the algorithms to make the search results even much more reliable.

THE TRUTH ABOUT NEGATIVE ADVERTISING

As a consequence of all this “Negative Advertising”, search providers and review forums such as Google, Get Satisfaction, Yahoo, and others have already taken direct action against Decor My Eyes.  I did a quick search on the brand names he mentioned ranking for in the major search engines in the interview for the New York Times article, and at the time of writing this blog, he is no longer showing up in the top results for any of them.

Look what happens when you start to search for the company name, Decor My Eyes, in the major search engines now!

Immediately After the Word 'my', Google Suggests a Scam

Interestingly enough, at the time this blog was written, if you were too quick and used Yahoo Search, you could land on the company’s website without ever being alerted to any scams or complaints, as shown in the screen shot below.  Although, as soon as you start to type the word ‘eyes’ into the search field manually suggestions for scams and complaints start to appear.

Yahoo Search- 'decor my' WITHOUT Warning of Scam

Yahoo Search for 'decor my e' Suggests Scams & Complaints

BE A SMART CONSUMER

Bad companies like Decor My Eyes are only able to succeed because of uneducated consumers.  Consider this story as an example of why you should take the extra few moments to do some research on a company before giving them your business!

Seek out and read reviews to see what others are saying about the company.  Look for reviews by established community members, not people who are anonymous or reviewed a low number of business, because reviews by less established members are not as credible.  Note if there are any relevant news articles in your search engine results for the company, such as the final link appearing just above the scroll on the Bing search results about the Decor My Eyes guy getting arrested in the screen shot below!

Bing Reveals the Reputation of DecorMyEyes

In this modern age of technology, consuming is easier than ever; we can even do it from the comfort of our home!  This is very convenient, but  it can also lead to the dangerous habit of engaging with businesses we know nothing about.  The best way to avoid being the victim of a scam, is to do your research.  Search engines are also a great tool for researching company histories, not just what to buy.

WHY BEING GOOD IS ALWAYS GOOD FOR BUSINESS

This story should also serve as a warning to businesses engaging in bad business practices in efforts to trick search engines and customers.  Search engines will continue to route out ‘black hat’ SEO techniques and scams like this ‘Negative Advertising/ Link Building’ Decor My Eyes was utilizing.  Any advantage received from unethical ranking techniques are only temporary.  If caught using unethical techniques, search engines can penalize and even ban you.

There are also real-life consequences to the bad press, consumer reviews, and Better Business Bureau complaints this company has been receiving.  The website hosting and credit card payment service providers are ending their associations with Decor My Eyes for fear of being associated with an unethical business.  Search engines have also deliberately targeted his company as a result of the bad press.  In the end, the technique had failed, and eventually so will his business.

Businesses would be much better off putting their time and efforts into creating happy customers, writing valuable website content, blogging, and building a positive social media presence, which will only increase in value over time.  You’ll probably also get more sleep that the owner of Decor My Eyes, and not be afraid to have your photo in the paper!

What People Say Counts. Be Good to Your Clients.

Yesterday, I spoke with a guy who told me he wanted to run a direct mail campaign to drive traffic to his website and capture leads to “farm” (his word) into clients.

Now, first let me say that farming a cache of leads is a great strategy. You can source your leads lots of ways. We recommend a strong online marketing campaign including strong real etstate seo efforts, ppc, email marketing, and a highly accountable reporting system.

So, this guy isn’t completely off the mark. Yes, your database of leads and customers is gold. You need to nourish this list and grow it. The more qualified users you can drive to your site, the more leads you will generate. If your site is well built to convert real estate buyers, sellers, and renters into leads, then the more traffic you have the more leads you should have.

As we’ve mentioned many times on this blog, you need to consider the cost of each lead. What did you pay to acquire the lead? If you paid $4000 for 8000 clicks (that’s $0.50 per click or site visitor) on Google Adwords and that generated 400 leads, then you paid $10 per lead. Got it?

Well, let’s think about this direct mail campaign that the guy on the phone wanted to deploy. He’s going to spend money sending those mail pieces upfront. Let’s say he sends our 10,000 pieces at $0.40 each. That’s $4000.

Now, he told me that these mailings were going to direct the users to his website. So, how many of the recipients will actually go to a website on a postcard? Here’s where the plan falls off the tracks.

It’s not likely that many of the recipients will actually go to the website. I don’t know about you, but I toss those mailers in the trash. I pick up my mail on the way into my building and the next thing I do is filter out the junk mail straight into the garbage.

So, if our friendly realtor is lucky, he’ll get maybe 5 or 10% of the recipients visiting his site. If the site was fantastic and converted leads at 10% (which is pretty high) he’d have 10000 x 0.1 x 0.1 = 100 leads. That’s $40/lead. Honestly, the cost would likely be even higher.

Bottom line – For real estate marketing campaigns, SEM, SEO and PPC are far better investments than direct mail. And please don’t be fooled and think that you can generate web traffic efficiently using traditional marketing like direct mail.

Hopefully, we just saved you some time and money.

For our readers who aren’t familiar with the system, Joomla is an open source content management platform. It was built to make building a generic website easier. It was not built for real estate offices or agents.

If you’re going to build a real estate website, you need to use something that was designed for the real estate industry.  At Boston Logic, we’ve developed the ONE System Real Estate Website Platform, but I’m not going to write about that today. Before we invested the thousands of hours that we’ve put into building this system, we did use Joomla to build some sites. So, I’m speaking (writing) from experience here. Let me tell you about some of what we learned:

1. Joomla is not built to integrate with an MLS. This is critical. Your real estate website should be built with an integrated MLS search. The search should not be on another website or in an iFrame. You should be building on a platform that has the search, search results, and property details pages right on your site. In addition the interactive user tools should be part of the site and so should your lead management system. Obviously, joomla doesn’t have a real estate lead management system for you to leverage.
2. Joomla’s content management system is overcomplicated for real estate. When you design software, you start with requirements. Joomla was built to do a lot of things. Most of these things, real estate agents and offices will never ever do. Advanced content management requires a lot of user access levels and controls. Realtors require a simple and easy to use interface for managing their content. Joomla, we found, confused our clients more than it enabled them.
3. Joomla is relatively laborious to style. Our team has worked with Joomla plenty of times. It’s still a bear to make the pages all look good. If you think you’re saving money, think again.
4. Customization is harder. When you get down to it, working with open source systems can get you a lot of functionality for no money. That said, going beyond what the system includes and/or what the plugins you find can do is a challenge. So, if Joomla will do 80% of what you want for your real estate website and then you think it’ll be easy or cheap to hire a developer or web development shop to take you the rest of the way home, think again. Customizing Joomla gets expensive quickly. As a point of reference the last Joomla site that we worked on required about $75,000 in work to get to what the client wanted.
5. Joomla is hard to turn into an effective real estate website. Great real estate websites have lots of features that are not part of the Joomla platform. I’ve already mentioned the MLS search above. Agent profiles linked to their listings. Pages on developments and/or buildings with available listings right on the pages. Live Chat. Lead distribution and management. Featured property pages. Maps. And many of the other features that make for a great real estate website are missing.

Here’s the all important conclusion. Joomla should not be used for real estate websites. It’s unlikely that the cost benefit will outweigh the poor end product that you’re going to see.

Mike Parker, who I’d never heard of before, wrote an article for Broker/Agent Social network and it touches on a lot of good facts and points. The web address and a link to the article are below.

The article is entitled Traditional Agents Earn $36,700 Annually; Internet Agents Earn $100,000+ Annually. It’s an attention getting name for sure. The article goes on to tell how real estate agents have a lot of trouble existing solely on the money they make from being in the real estate biz. That is, accept for the folks who have embraced the internet.

Now, I don’t agree with everything Mike said. Intelligent and reasonable folks can disagree. That’s fine. But I’m going to highlight some of his points and I also want to look at some of the comments he received.

The best part of the article is that Mike tells us that the average “Internet Agent” makes more than $100,000 per year. Now, I’m not sure that the numbers are quite that high, but let’s assume that the Internet Agent does make a lot more than the average agent. Who is this agent? Well, they get 70% of their leads online. They sell more than one home each month. And lastly – and I don’t really agree with this statement – Mike tells us that they have a positive outlook for the future because, “There are no economic downturns online.” That last quote is not completely true. That said, there’s a reason why we’re seeing Boston Logic’s real estate clients growing in a down market. The reason is online marketing: SEO, SEM, and social media. A general embracing of online strategies to succeed in real estate marketing.

Mike tells us that the AVERAGE Real Estate agent doesn’t get many leads from their website. Well, regular readers of our blog will tell you that we’re not surprised to hear that at all. In one of the comments, a reader says that they have a website and haven’t seen results. Again, no surprise. Mike’s comment in response is really quite spot on. Mike says that it’s likely that the strategy wasn’t implemented properly. Just having a website isn’t nearly enough. Yes, you need to invest in online marketing. Yes, it will cost you money. The Real Estate brokerage business is like any other, you have to invest money to make money.

Next, Mike makes a great point saying that you need professional Real Estate SEO help. He says, “…let someone manage a site built just for you that produces these leads, and that site must employ the best in REAL SEO…” I’m not sure what he means by Real SEO? I’ll assume he means white hat techniques that won’t get you banned from the search engine results pages. Of course, Mike is right on the money. You probably need a professional and you need to have a site that’s build just for you that produces leads. Not some cookie cutter template site. Read our Snake Oil category to learn who not to buy from.

Now, it’s very important that you remember a few things. In order to succeed online – in order to see a return on your investment – you’re going to need a site that gets visitor traffic, you’re going to need a site that generates leads, and you’re going to need to follow up with those leads. I think we’ve posted about a dozen times on just those topics. Here are some recent posts that back up just what the stats from NAR tell us:

• SEO is a means, not an end
• Setting goals
• It’s not 1989 any more
• Results are what really matter

Here’s how you can get to Mike’s Article:
http://www.brokeragentsocial.com/article.php?article_id=364

Thanks for reading.

I got a call yesterday from a guy who wanted to learn more about our SEO services. Actually, first a lead landed in my inbox from one of our websites. I think it was bostonlogic.com. So, I responded to the lead via email. The lead had written that they were interested in optimizing their website www.harrymoore.com. So, I wrote back. Then he called me to discuss his site.

I felt like I was a mechanic telling someone that their car had been totaled or maybe like a cop telling the victim of a robbery that they shouldn’t expect to see their possessions again any time soon. All I had to do was look at the site for about 15 seconds and I knew that there was nothing we could do.

First of all, the site is built by Advanced Access. The readers of this SEO blog have read my post about them. That post met refutation from someone in their marketing dept and there was a sting of about 7 comments and responses that followed. They told me that their sites could be SEOed and yes, some of them were based on old technology, but they help lots of agents…etc, etc.

ANY SEO worth half their IQ would know that this site was built improperly if you want to achieve organic ranking. Let’s look at why. The problems with this site spell out an education in how not to build a website:

1 page website
This site is, in fact, only one page! Click around Harry’s site. You’ll notice that the pages have names like:

/Nav.aspx/Page=%2fPageManager%2fDefault.aspx%2fPageID%3d2020443

Now, Nav.aspx is the file name and the rest is a database query. That query is actually telling the system that powers this real estate site what page to put into the iframe on the right side of the page, which makes up the majority of the page.  (more on iframes in a moment)  So, as you navigate around the site, you’re just reloading the Nav.aspx page again and again with a different bunch of content in the iframe.  A 1 page website will NEVER rank well in the search engines.

The “pages” of this site (I use that term loosely) are actually just 2 iframes each. There’s an iframe on the left, which contains the nav and an iframe on the right, containing the body

I-Frames =  No SEO help
Iframes are universally regarded as poor SEO. Sure, they get used all the time. They are not without purpose, in some situations. Google uses them to build some of their applications, even, but this is not the right place to use an iframe and here’s why. When spidering a site and considering it for search engine ranking, the search engines ignore the content that’s inside any iframe. It may as well not exist on your site at all.  Most folks would say that iframes just don’t help whatsoever. They’re certainly not the right way to construct AN ENTIRE SITE!!!

So, a 1 page site made up of iframed content…well that’s the ballgame. But let’s proceed with this analysis assuming that this weren’t the case. Maybe there’s some imaginary real estate website out there that’s similar to this one, but without the iframes and actually made up of more than 1 page.

Nav made of images
The navigation is made up of a number of images on this site.  When possible, you want your nav to be made up of HTML text. If you’re implementing some design that requires a font that is not an html font, then you want to make image files with names that are the same as what the images say. You also want to use alt text to tell the search engine spiders what the images say. The file names for the these images on this site are all similar to this: 1165984.jpg.  Oh, and there’s no alt text.

Being Constructive
Before I get carried away with more ranting about the snake oil that the people at advanced access will sell you, I want to be constructive. I want to give our readers a few tips on how to avoid getting yourself into an SEO hole.

Know what you’re buying. Realize that you can’t achieve good ranking for $50/month. A $15,000 car is never going to do 150 MPH either. Don’t believe the salesman when he tells you that it will.

If the company that sells you a website doesn’t offer organic SEO services for thousands of dollars, don’t buy your website from them. I’m not saying that you have to have a huge budget. Follow this logic: If a company sells sites and then takes on expensive SEO contracts and optimizes sites for superior placements for marquis terms using the technology that those sites are built on, then at least you know that the technology CAN support good SEO. You might even try calling the company and asking them to show you some sites that rank for marquis terms (and not just the agent’s name) and then make sure your site is built on the same software platform.

Lastly, remember that if you want to achieve good placement, you’re going to need an seo expert on your side. Ask your real estate seo consultant to look at the site that you’re going to be investing in and have them give their opinion of whether or not the system running the site is suited for SEO in the future. Most honest SEOs will do this for free in the hopes that they’ll get your business later on. We sure will.

Have a great holiday weekend.

First, I’m going to call out another snake oil seo salesman. The first thing I saw was that their ad read “Good SEO = More Traffic.” This immediately screamed AMATEUR SEO. Then I clicked through to their website (yes, the PPC click probably cost them a couple of bucks) and I started reading. I immediately thought, this was not written by someone who speaks english as a first language.

I couldn’t believe it, I was reading what was supposed to be marketing copy and I could immediately tell that it was written by someone who wasn’t qualified to be writing it. So, I clicked on the contact page on the site. Sure enough, they gave an address in Mumbia, India.

The company is called Convonix. I’d never heard of them before, so that’s why I decided to click on their ad. It’s a bad sign when we’ve never heard of an SEO firm. We’re pretty well aware of who the players are in the industry. It’s not hard for us to suss out the riff raff. Like I said, I knew they were snake oils salesmen. Here are two major reasons why.

“Good SEO = More Traffic” is how their PPC ad read. THIS IS FALSE!!!

GOOD SEO = MORE CUSTOMERS

Results are what matter. I would shout this from the rooftops if I could. Any SEO firm that’s trying to sell you on placement is behind the times and should not be allowed to practice SEO. Who cares where you place and how many users come to your site if you don’t gain any customers as a result? Good SEO = Revenue. Good SEO = Business Growth. Good SEO = Speaking the language.

This brings me to my next point on SEO and really marketing in general. Years ago, one of the fathers of direct marketing described the practice of marketing as “salesmanship in print.” In the 21st century, we can expand this definition to say “salesmanship through another medium.” The medium could be a website, print, radio, you name it. The marketer’s job is to help promote and sell the offering.

Now, let me ask you bright people the following question. Is it wise to have someone who doesn’t have a good command over the language write your marketing copy? Do you want the content of your website to be written by someone in India? Will they understand idioms? Slang? Irony? Let’s remember, when we talk about SEO, content is King! The answer is simple. You need someone with a healthy command of the language to do the SEO work. SEO is not something that should be outsourced to Mumbia or Paris or Moscow. Marketing requires someone who knows your language and your market and SEO is marketing!

This is twice as true for the real estate industry. You need someone who speaks your “language.” I’m using the word language a little more loosely here. The language of real estate, which is required for good real estate seo, is specific to the industry, your geography, and to your market. The home buyer or seller, whom you want to click on your listing in the search engine results, is going to search using works and phrases particular to the real estate industry. They’re also going to use real estate terminology specific to your area and the current market condition.

This brings me to my last point. We’ve had clients in the real estate industry ask us how we can work with multiple real estate companies in the same market, which we do all the time. The answer is pretty simple. You can work with a real estate seo firm, like Boston Logic, who speaks the language, with domestic staff, who know the real estate vertical extremely well, or you can pay someone else to ride a learning curve on your dime. Also, it’s a big market out there. If we can help a few clients in each market gain more market share, then we’re doing our job.

That’s what good SEO equals…more market share. Not just more traffic.

While I was giving the talk, I learned something astonishing and I just had to write a post about it. It seems that a large real estate conglomerate called Prudential Prime Properties here in Massachusetts made a BIG mistake. Though, I’m sure they did so unwittingly. They signed their entire 21 offices and the agents in those offices up for a website service that is, to put it mildly, holding their agents back. The company is called RLS2000 and while they’re not selling SEO snake oil, I just had to write a post and put it in this category to talk about why these sites will only hold back your real estate SEO campaign.

First of all, a basic principle of any good SEO campaign is unique content. It seems that the only page that you can edit on your RLS2000 website is the home page. One woman had shown up for the course and only wanted to know how to edit her home page in order to appear at the top of the search engines. Well, I told her that she’d need to edit many more pages on her site than just the home page. She informed me that she could not. Hmm. That’s not going to let you do any real estate seo to speak of.

Another fellow in the room had the same site – yes, it’s almost the exact same site – we looked at his. He had written a great update on his home page about IBM moving offices to his town and how this would impact the real estate market there. I immediately asked him if this was a blog post. No, he said, they don’t have blogging capabilities. What? They’re trying to help you market online and they don’t offer blogging. Run, as fast as you can people.

Here’s the kicker, many of the pages of their sites were exactly the same, and they couldn’t update them. This means that their sites are virtually guaranteed not to rank well in the search engines. I was encouraged to see that the search on the site was not in an iframe, the problem was that there are no static links to any of those pages. So, again, the real estate seo opportunities are completely lost.

So, I asked them the price. It’s apparently $350/year! Well, my surprise was replaced by disappointment. Of course you’re not going to get anything for that price. Good real estate seo is not cheap. What really disappointed me was that a company with 23 offices and hundreds of agents would set back their people so drastically and without asking someone who knew simple questions about marketing and SEO like, “is this going to help our agents?” “Are we doing the right thing to help our agents succeed by signing up with this service?” The answer, very simply is no.

With so many agents, there are great opportunities to work together and really achieve great search engine placement and generate thousands of leads. This is a lost opportunity. Now, I’m sure that this company had some decent reasons for using this vendor. I just hope they rethink their logic before the re-up for another year.

The company is called Advanced Access. They play a simple game and their business model is a good old one. They’re what business professors call a high volume, low quality provider. More on that in a minute. They provide real estate websites based on templates. (all the sites look the same) They come with the same content, the design and user experience is horrible. Even the sites they highlight on their website are circa 1995 state of the art.

Here’s what really gets me. They claim to offer services that will help your search engine placement. Let’s start with their meta tagging service. Anyone who knows even the basics of SEO will tell you that meta tags aren’t enough. Yes, you should have a title tag and yes, you should have a meta description tag. Both should be keyword rich. But SEO does not stop at meta tags. If all you do is optimize your meta tags, it’s extremely unlikely that you’ll see a positive effect on your real estate website’s search engine placement. Advanced Access claims that this can make a “profound difference.” This just isn’t true.

Then there’s the Link Tracker Service that they offer. This it seams is a service that double checks to make sure that the OUTBOUND links on your site still point to pages that exist. Please do not pay them for this service. Perform one Google search for “broken link checker” and you’ll find a score of FREE broken link checkers out there. Yes, broken links can hurt your SEO. No, you should not pay for this service. We once met with a client who thought Advanced Access was selling them SEO services when in fact, they were just checking for broken links every month. We were honestly appalled. Outbound links are generally bad for your Real Estate SEO. Please remember that.

Next, any real estate website provider who gives you content is setting your real estate SEO efforts back. The search engines want to see unique content. If you put up a site that has content that the search engines have seen before, this will hurt your SEO. If you are serious about real estate SEO, you need to have unique content on your pages. In addition, though less related to real estate SEO, it’s important to realize that it’s almost impossible to differentiate yourself when your website is exactly the same as your competition. I once walked into a meeting with a perspective client. He thought his website was really slick. I informed him that his main competition, an office about 2 blocks away, had the exact same site from the exact same template real estate website provider. Needless to say, he didn’t become a client.

How are they getting away with this? Well, like I said, they’re a high volume, low quality provider. They have a lot of clients all paying them a small amount of money every month. It’s smart business practice to offer new products and services to your existing clients. Real Estate agents know it very well that the best business is repeat business. So, Advanced Access has come up with additional low cost offerings for their many clients. All they need to do is call up the less informed in the group, tell them that this Link checking or meta tagging is going to help their Real Estate SEO and some of them are bound to listen and buy. It’s sad, but true.

So, this is just the first Real Estate SEO Snake Oil salesman that I’m calling out. As I promised in the first post in this category, we’ll be pointing more of them out. If you have questions about the Real Estate SEO for your site and whether or not your provider is selling you the Brooklyn Bridge, please post your questions or drop us an not from the contact us page.

Thanks.

Yes, we will name names. We will tell you why these companies are not actually going to help you and we’ll give you the reasons why their offering is somewhere between ineffective, at it’s simplest, and thievery, at the worst.

First a word about reality and some guidelines:

1. If you think you can get quality real estate SEO services for less than a few hundred or even a few thousand dollars per month, you’re fooling yourself. If it were really that cheap and easy to place on top of the search results for quality real estate terms, then everyone would do it and we’d all be out of business.
2. SEO is NOT a 1 time event. You can’t just build a new site and expect it to rank well. You can’t have some SEO work done to your site and expect to rank and stay on top. Good SEO requires ongoing attention and effort.
3. Just because a company points to a few successes, that doesn’t mean that they know what they’re doing. You need to interview your provider. Interview a few and go with the one that’s most knowledgeable and makes you feel comfortable.

Signs to watch out for:

• Out of date Blogs. Take a look at when their last few posts were made. If they’re not posting every other week or, at the very least monthly, run away.
• How’s their ranking? If they can’t rank for a few highly relevant and popular terms, then they’re probably not worth their salt.
• If they’re a one man (or woman) show, you should not hire them. Yes, there are very smart search engine optimizers out there who work alone, but you run a business. You need to know that your provider is going to be around next year. Remember what I said above, SEO is a long term commitment.
• Ask about their reporting. Ask to see the monthly report and analysis that the provider is going to give you. If it’s not a comprehensive SEO and traffic report, then they’re not being accountable. Just giving you an analytics login isn’t enough.
• If an SEO firm guarantees placement, they are lying to you. Make sure they’re not selling you PPC. Lots of SEO firms will sell uneducated buyers SEO when they’re really delivering PPC. If you don’t know the difference, well, you can educate yourself on this blog.
• Which leads me to my last point: Be an educated buyer. As a real estate agent, you shouldn’t learn all there is to know about SEO, just get enough education so that the thieves don’t take your money and provide nothing at all.

I’ll continue to add to this Snake Oil category as I find more of these fakers. Stay tuned.