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Developing Your Social Media Marketing Plan

As the New Year unfolds, it’s a good time for us to reflect upon and evaluate our past marketing activities, and determine some new strategies for improving our efforts for the future.

Clearly, engaging in various forms of social media (blogging, social networking) can result in some tremendous returns on our investment of time and resources. However, there is still a lot of misunderstanding and misconception when it comes to the proper use of social media to promote/grow our real estate business.

What is Social Media? // Social Media is a Conversation, not an Ad

First and foremost, remember that social media at its core is an ongoing series of engaging, interactive, connecting conversations. With the advent of Web 2.0, the Internet marketing paradigm shifted significantly. Gone are the days of incessant self-promotion, glamor shots, and annoying ‘interruption’ marketing (thanks goodness!). Consumers have learned to tune out the elevator noise of how great you are, how many designations you’ve earned, or which Million Dollar Club you belong to.

Today’s sophisticated, Internet-savvy consumers want good, consistent, relevant, practical, helpful, and qualified information. They want it served up fresh in formats and social media venues they frequent and use in the course of their daily lives, i.e. Facebook, Twitter, Blogs, etc..

At the turn of the century, townspeople congregated at the corner general store, sitting around the pot belly stove to hear all the local buzz. Later on, it was conversation around the water cooler at work. In today’s culture, people connect, share, and communicate through Internet-based platforms, applications, and mobile technologies.

In order to successfully grow your business through the Internet and make meaningful connections with potential clients, you have to go to where the conversations are taking place, and communicate in ways that contribute to the discussion, building trust/credibility, and adding value to whatever product(s)/services you are providing.

Unfortunately, as creatures of habit, we tend to drag the deeply ingrained baggage of our ‘old school’ marketing methods along with us and attempt to force them into the newer social media landscape. From shopping carts to refrigerator magnets, we’re told to plaster our contact info/website domain on every visible surface known to mankind. What typically results is annoying SPAM and more resembles a one-sided self-promoting advertisement than it does an attempt to impart valued information, or stir up meaningful dialog.

“Social Media is the new Water Cooler. It’s where People Connect, Interact, and Share”

Before we jump into the nuts and bolts of developing a social media strategy, I thought it would be best to understand the bigger picture of why you, as a real estate professional, should be using social media to grow and promote your business.

Here’s one of the best definitions I’ve come across for social media:

“Social Media is the collection of tools and online spaces available to help individuals and businesses to accelerate their information and communication needs.” – Axel Schultze -

If there’s one area that people in our business typically neglect, it’s taking the time to develop and implement a detailed/deliberate marketing plan. Most of the time, we simply mirror what others around us are doing. We fly by the seat of our pants, being reactionary instead of proactive. We get a website, send out postcards, hand out calenders, call on ‘expireds,’ join the Rotary Club, and then cross our fingers, hoping that new business will come our way as a result. Rarely are we intentional in our marketing efforts, nor do we take time to analyze and evaluate which methods are the most effective.

And so it is too with many who venture out into the social media waters. We create a Facebook page, makes some Tweets on Twitter, post a few articles on a blog, and cross our fingers that something happens.

What is needed is a better understanding of why social media is such a great way to grow & promote your real estate business, and how you can effectively implement/employ social media strategies into your existing marketing plan.

Why Social Media? // Expanding Your Digital Footprint

First and foremost, using the tools of social media allows us to expand/enhance our digital footprint. With more and more consumers accessing the Internet for their home buying and selling needs, one of our primary strategies should be to spread and enlarge our web presence. It’s not enough to simply maintain a website. Our end goal should be to dominate a specific geo-targeted area and maximize our ‘find-a-bility’ for select key search terms. In other words, when consumers enter particular key search terms into a search engine, terms that are relevant to your local market, some element of your digital footprint should show up in the search results, i.e. blog article, Facebook page, pod-cast, video, etc..

One of my former managing brokers always used the analogy, “The more hooks you put into the water, the greater your chances of catching the Fish!” An effective social media strategy will necessitate varying levels of participation on multiple platforms, networks, and applications. However, just a quick word of caution. Whatever you do in the social media realm, do it well and do it consistently.

Connecting with Your Sphere of Influence

Leveraging social media empowers you to make meaningful connections/interactions with your Sphere of Influence and potential clients. It enables meaningful ‘touches’ to occur faster, more efficiently than more traditional methods. That’s not to suggest that you should abandon your previous marketing efforts. Utilizing social media should simply augment, not replace the tasks you’ve been doing up to this point, especially ones that result in added business. Nothing will ever replace the value of personal, face-to-face contact. And some people just aren’t engaged in using the Internet on a regular basis. But what you’ll find is that social media can become one of the most cost-effective and results-oriented marketing methods you can use.

How to Engage in Social Media // Taking AIM

The foundational elements of your Social Media Plan and effective engagement can be found in the acrostic A-I-M:

Audience:     Who are you trying to reach?

Image:         What kind of image are you trying to project? What is your brand?

Message:      What information are you trying to communicate?

Your Audience: Who are You trying to Reach?

Identifying your target audience is critical because it determines the nature of your content/message and the particular platforms, tools, or applications you will choose to connect/communicate.

As a real estate professional, I have several target audiences I am attempting to reach/attract. First and foremost, I want to engage potential real estate clients, primarily Buyer clients since more than 95% of all Buyers are accessing the Internet in their home buying process. Much of my social media content is geared towards Buyers, but I also publish helpful information relating to Sellers as well.

Secondly, another audience I want to target is my Sphere of Influence (friends, acquaintances, and past clients in my database) and people in general within my geographic market area.

And lastly, I want to develop and maintain connections with other real estate agents, fostering potential referral relationships.

Your specific audience may vary depending on your particular market niche. The important thing is to deliberately identify that audience and tailor your social media content/engagement to reaching/attracting that audience.

Your Image: What is Your Image/Brand?

Much has been said lately about ‘branding.’ My sense is that many people make it out to be a lot more complicated than it really needs to be. No doubt the stakes are probably much higher for huge billion dollar conglomerates whose global success depends upon effective branding. But for smaller businesses and real estate agents, where our markets are significantly smaller, what exactly is crucial for effective branding to occur?

I think your primary goal in branding is for people to remember you. In the endless sea of real estate professionals, what sets you apart? What distinguishes you from all the rest? How does your branding differentiate you?

It can be a logo, an image, or a catch phrase. It simply establishes your uniqueness among the masses, and helps people to remember you.

Here on the Kitsap Peninsula, surrounded by the waterways of the Puget Sound, a popular pastime is recreational crabbing. Ask anyone about my personal passions, and they’ll tell you that I love to catch and eat crab! So it only made sense to use a crab as my brand. Follow me on Twitter, and you follow the Crab. Read any of my articles on ActiveRain or SoundBiteBlog, and you’ll see the Crab. I even have a blog dedicated to the sport of crabbing!

Understand, that ultimately, your true brand is who you are (your character/integrity/expertise) and the level of service you provide to your clients.

Your Message: What do You want to Share?

Take a moment and read some of the more popular definitions of Social Media:

“Social media is content created by people using highly accessible and scalable publishing technologies”

“A category of sites that are based on user participation and user-generated content, and are centered on user interaction.”

“Social Media are primarily Internet and mobile-based tools for sharing and discussing information among human beings.”

“Online technologies and practices that people use to share opinions, insights, experiences, and perspectives with each other.”

“Software tools that allow groups to generate content and engage in peer-to-peer conversations and exchange of content.”

Based on these definitions, allow me to recommend a few key elements about your message:

• Your message should be your own ‘unique‘ content, not copied and pasted from other sites
• Your message should engage the intended reader and stimulate participation/interaction
• Your message should share your knowledge, experience, opinions, and expertise

Put yourself in the shoes of your intended audience. What information can you share that would be most helpful and beneficial to them? Empower your readers by helping them to better understand your local real estate market and make informed decisions. But don’t forget to convey a sense of your unique personality, passions, and perspectives (The 3 Powerful P’s of Social Media). You’ll bore them to tears if your message is nothing more than an endless litany of market statistics and listings.

A good, effective social media plan begins with the understanding that it’s not about ‘me’ (agent-centric), but it’s all about engaging others (consumer-centric) and sharing information of value to them.

~     o     ~     o     ~     o     ~     o     ~     o     ~

Rich Jacobson is a licensed real estate professional with Keller Williams West Sound, providing knowledgeable empowerment and relentless representation for his clients of residential properties and vacant land throughout all of Kitsap County WA and portions of Pierce, Mason, and Jefferson Counties. You can also find him at KitsapLife.com, ActiveRain, and Crabbing in the Hood, or e-mail: kitsapagent@gmail.com

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A lot is being said nowadays about the use of Facebook to grow and promote your business. Many people enter the social media fray with little or no experience/understanding on what constitutes acceptable or effective behavior/practices as it relates to social networking platforms like Facebook.

For most of us real estate professionals, it’s been ingrained into our marketing minds very early on to blatantly self-promote ourselves at every opportunity, shamelessly plastering our glamor shots and website addresses on bus benches, shopping carts, refrigerator magnets, and every conceivable vertical surface known to man, ad-nauseam.

Thus, when we first attempt to ride the popular wave of social media marketing, our initial feeble efforts tend to be rather ‘spammy’ (see definition of SPAM) and somewhat annoying to those who encounter our ‘interruption marketing’ (See Seth Godin’s books ‘Unleashing the Idea Virus‘ and ‘Permission Marketing‘).

Here’s just a few practical tips I’ve learned along the way that may help you better navigate the social media waters and avoid making any painful or unsightly belly flops:

Jump In – The Waters’ Fine!

1.   Jump In, the Water’s Fine!

It continues to amaze me how many people I encounter who are reluctant to use sites like Facebook for business purposes or refuse to engage in any social media platforms in general. One of the most basic fundamental elements of a successful real estate practice is to develop and expand an active SOI (Sphere of Influence), and make meaningful ‘touches’ with the people within your sphere. Social media simply offers you one more way to make those ‘touches,’ through digital means, faster and more efficiently than traditional methods. Social media should never supplant your tried and true traditional marketing methods, but serve to augment/compliment what you’ve used successfully in the past.

Separation of Church and State

2.   The Separation of Church and State

There are some purists out there who believe you should keep all of your business dealings completely separate from your personal life when it comes to your social network involvements like Facebook. While using a personal profile to promote a business is against the Facebook Terms of Service (The powers that be on Facebook have been known to boot members who do so), I find it difficult and unrealistic to completely remove my Realtor^® hat just because I happen to be engaging people socially in a virtual setting. Now that doesn’t mean that I post my website URL into every comment that I make or that I publish endless listings to my wall. On the contrary, any real estate related content is the exception, rather than the norm on my personal page. But the point being is that real estate is a huge part of my life and a natural extension of who I am. There is always going to be a certain amount of business bleed-over onto my Facebook personal profile page.

A Page By Any Other Name…

3.   Create a Facebook Business Page

For the purists and non-purists alike, the Facebook Page allows you to publish and promote your business to your heart’s content without fear of any TOS repercussions. The real key to achieving solid readership/traffic (Likes) is consistently posting good consumer-valued content to your page. Most of the time, people create a Facebook Page that is agent/broker specific, like ‘Bill Smith – Harper County Real Estate.’ Consider instead of making a Facebook Page that highlights your specific market area. A perfect example of this would be Dale Chumbley’s ‘365 Things to Do in Vancouver WA.’ One of the tools you can use to help efficiently syndicate content to your Facebook Page is Roost.

Go To Where the Conversations Are!

4.   Connections and Communication

At the turn of the century, everyone congregated down at the General Store, sitting around the pot belly stove, sharing their lives. Later, it became the office and gossip around the water cooler. These days, people connect and communicate through the use of social media and mobile technology. Some clients like to text, others tweet or poke.

In one of my former employments, I was responsible for export sales to customers in Japan and made several trips there. I made the point of learning some basics of the Japanese language which made a huge difference in the degree of my success in forging relationships with my foreign clients. The importance of communication never changes, but the way in which we communicate does. We must learn the language that newer generations are speaking.

The power of social media is something we cannot afford to ignore, but need to effectively leverage in order to grow our sphere and expand our digital footprint.

~     o     ~     o     ~     o     ~     o     ~     o     ~

Rich Jacobson is a licensed real estate professional with Windermere Real Estate, providing knowledgeable empowerment and relentless representation for his clients of residential properties and vacant land throughout all of Kitsap County WA and portions of Pierce, Mason, and Jefferson Counties. You can also find him at KitsapLife.com, ActiveRain, and Crabbing in the Hood, or e-mail: kitsapagent@gmail.com

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TOP TEN BUSINESS APPLICATIONS FOR EMPOWERING YOUR INNER GEEK JULY 2011

Often times, the tsunami-esque wave of all the newest widgets and gadgets being offered seems rather daunting and overwhelming. It feels like you’re trying to take a drink of water from a fire hydrant! Well, let’s just say that if I can embrace and implement emerging technology into my business, just about anyone can! As a local real estate broker here in Kitsap County WA, and a few years shy of my AARP membership, I’ve learned not to be intimidated by technology and have discovered many valuable tools that have helped to efficiently grow my business and made life easier along the way.

With so many apps popping up daily, many of them designed to compliment the latest advances in mobile device technology, the greatest challenge is knowing which ones are worth the investment of your valuable time, and offer the most practical help and benefit for your business.

The following is a brief overview of the Top Ten Business-related applications:

DropBox - Forget having to e-mail yourself large memory-hungry documents or files. A descendant of the Web-based version allows users to sync up their Dropbox files between desktop, mobile, and iPad and share links to documents in their Dropbox with just a few taps of the finger. Label a document as a favorite, and view it even when you don’t have an Internet connection. While the app is free, Dropbox’s service includes tiered monthly pricing for more than 2GB of storage. Download Dropbox.

Evernote- Keep track of everything that happens in your life with this app. Evernote lets you gather notes, voice memos, ideas, or snapshots on your iPhone, and it syncs them with your computer (PC or Mac). Extremely useful for creative minds, Evernote keeps your ideas organized and easy to review later. The best thing about Evernote is the smooth, harmonious synchronization it provides, as it adds all of your iPhone notes and items to the service’s Web version as well as to its PC and Mac applications. The app also offers a voice-recording module and takes advantage of the iPhone’s camera to snap photos of things you want to remember. Download from iTunes.

PhotoSnack - With PhotoSnack it’s easier than ever to add photos, create elegant flash photo slideshows with music, and share them with your friends and family. You will be amazed to see how intuitive the new PhotoSnack photo slideshow maker is and how useful the latest updates are  - add music to photo slideshows; add photos from Facebook, Flickr, Picasa, Photobucket and SmugMug; 24 slideshow templates to choose from, all free. Nothing to download.

PDF Expert - PDF Expert is the ultimate solution for all your PDF needs. It lets you read and annotate PDF documents, highlight text, make notes, draw with your finger and save these changes being compatible with Preview and Adobe Acrobat. PDF Expert is the only iPad application that can fill PDF forms! Download from iTunes.

Expensify - Keeping track of expenses (and holding on to receipts) while traveling is never pain-free, but Expensify makes it slightly less challenging. The free app lets you log mileage, file expense reports, and upload a limited number of receipts using your phone’s camera (a smart scanning system automatically extracts information like the date and the amount charged). Available on iPhone/iPad, Android, WebOS, and BlackBerry devices. Download from iTunes.

GoToMeeting - GoToMeeting is the easiest and most convenient way to attend online meetings no matter where you are. Downloading the app for free and joining a meeting on your iPad2 within seconds just by tapping the link in your invitation email is truly a joy to experience and will warm the hearts of many a seasoned road warrior. View slide presentations, design mockups, spreadsheets, reports and much more. Download GoToMeeting.

Dragon Dictation - Dragon Dictation is an easy-to-use voice recognition app powered by Dragon NaturallySpeaking that allows you to easily speak and instantly see your text or emails. With Dragon Dictation you can also dictate status updates directly to your Social Networking applications like Facebook and Twitter or send notes and reminders to yourself using your voice. Download from iTunes.

PrintCentral - Print Central is an app that directs your files to most WiFi/wireless printers without additional software. Print to All printers and any document type via your Mac/PC. Print remotely over 3G and in corporate/other networks where WiFi is not available. You can view, store and print email, documents, files, attachments, photos, contacts and web pages on your iPad 2. You can also transfer docs and files via iTunes using USB cable, and open documents stored in PrintCentral directly into iWork for easy editing. Price-$8.99. Download from iTunes.

Genius Scan - Genius Scan makes scanning a document an extremely simple process: take a photo with the camera; the app automatically detects the document’s edges for you (and then you can manually adjust them by dragging), then the final result is shown with automatic corrections made to the image such as lightening the background and correcting perspective distortion. Download from iTunes.

Prezi - Prezi differs from Powerpoint in that it is a web-based program that allows you to create more of a canvas presentation instead of a sequential slide presentation. Think non-linear. It allows you to incorporate not only text and pictures, but videos and other presentation objects.  You can create your presentation online and then download the final product so that you don’t require an internet connection to display the presentation. Nothing to download.

Two of my favorite resources for staying ahead of the technology learning curve are Mashable and TechCrunch. One word of caution: For every successful start-up launch, the new media landscape is littered with literally dozens of other apps/companies that have failed. Exercise discernment when investing valued time and energy into a particular platform. Nothing is worse than discovering all of your content/data is lost when someone gets their plug pulled!

~     o     ~     o     ~     o     ~     o     ~     o     ~     o     ~     o     ~

Rich Jacobson is a devoted husband & father; crabbing enthusiast; clam digger; blogger; social mediast; occasional thespian; and dashboard percussionist. In his day job as a licensed Real Estate Broker at Windermere, Rich provides knowledgeable empowerment and relentless representation for his clients of residential properties and vacant land throughout all of Kitsap County WA and portions of Pierce, Mason, and Jefferson Counties. You can find his ever-expanding digital footprint at places such as KitsapLife, SoundBiteBlog, CrabbingInTheHood, Everyday CK, Facebook, and Twitter.

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TOUGH TIMES CALL FOR FREE MEASURES!

Join Us June 20-21 at Bell Harbor International Conference Center

2211 Alaskan Way, Seattle, WA 98121

Learn how to drive FREE LEADS from CraigsList, FaceBook, and ActiveRain to actually GROW your business in a down real estate market.

At RainCamp Seattle you will:

• Learn the mechanics of blogging and how to use your blog to bring you business
• Understand the value and benefits of using social media to connect and capture more business
• Hear top real estate and blogging tips from successful ActiveRain leaders in the Pacific Northwest
• Find out how to drive more views to your ActiveRain blog
• Meet and network with local real estate professionals on ActiveRain

PLUS, it’s the 5th Anniversary of ActiveRain! Join us for a blow-out birthday celebration at the Hard Rock Café in downtown Seattle on June 21, and for a family barbeque at the ActiveRain headquarters on June 22.

Come Learn, Share, and Connect with the ActiveRain Community at RainCamp in Seattle June 20-21.

RainCamp Seattle: June 20-22

Day 1:

8:00am-9:00am        Registration
9:10am-11:20am      Domination through SEO and Craigslist, Bob Stewart & Ben Kinney, ActiveRain / Keller Williams

11:30am-12:00pm     Seattle-Style Success Panel
12:00pm-1:00pm       The Power Lunch

1:00pm-2:00pm         From FaceBook to Oprah: Launching BaconSalt on FaceBook

2:30pm-3:30pm        Take Your Blog to the Next Level with Todd Clark (Top Points on ActiveRain)

3:45pm-4:45pm        Top Social Media Tools & Secrets, Brad Andersohn, Zillow

5:00pm                     Seattle Style After Party




Day 2:


8:00am-9:00am        Registration

9:10am-10:10am      Blogging a Remarkable Business , Rich Jacobson

10:40am-12:00pm     New Blog Topics for Homeowner Engagement, Debe Maxwell & Steve Shatsky

12:00pm-1:00pm       Lunch 

1:00pm-4pm             Personal Coaching Breakouts, Focus-driven sessions led by ActiveRain staff and Ambassadors
8:00pm-11:00pm       ActiveRain’s 5th Anniversary Party at Hard Rock Café in Seattle

REGISTER FOR RAINCAMP TODAY!

Can’t wait to see you in just a couple weeks!

Nikesh Parekh, ActiveRain CEO
Bob Stewart, ActiveRain Chief Evangelist

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With technology changing and evolving so rapidly these days, as real estate professionals we’re hard-pressed keeping up to speed and knowing what technology tools are worth our time and investment.

Clearly, one of the most obvious tech ‘toys’ that offers tremendous practical value and benefit is the Apple iPad.

With so much of our core business becoming increasingly ‘mobile’ the Apple iPad empowers you to effectively/efficiently embrace and utilize the growing use of mobile apps and technology.

From Listing Presentations to drafting Purchase & Sales contracts, the Apple iPad allows you to quickly connect, communicate, and conduct business tasks with ease.

Shoot and edit HD video for that new high-end waterfront listing. Answer your Buyers questions immediately on-the-fly (What will my payment be? Where are the schools located? What services are nearby? What have other homes in the area recently sold for?)

And forget about lugging around that bulky dinosaur-esque laptop anymore. The new iPad 2 is 1.33 lbs of glorious time-saving, task-hungry heaven!

There are over 65,000 apps (and growing) for the iPad. Here’s just a few of the more popular ones geared towards real estate:

Top Ten iPad Apps for Real Estate

Keynote - This is Apple’s version of PowerPoint.  I love Keynote and this is the perfect app to “wow” your clients with a slick Buyer Consultation or Listing Presentation.

Open Home Pro – a great application for use during Open Houses that provides a Virtual Guest Book Sign-In Tool.

DropBox - is a free Web-based file hosting service that uses cloud computing to enable users to store/share files/folders with others across the Internet using file synchronization. It lets you bring all your photos, docs, and videos anywhere. After you install Dropbox on your computer, any file you save to your Dropbox will automatically save to all your computers, your iPad, and even the Dropbox website!

PDF Expert for iPad - PDF Expert is the ultimate solution for all your PDF needs. It lets you read and annotate PDF documents, highlight text, make notes, draw with your finger, and save those changes being compatible with Preview and Adobe Acrobat. PDF Expert is the only iPad application that can fill PDF forms!

DocuSign - Now, you have the power to send, track and sign documents while on the go! Add documents from Google docs, Box.net or use a pre-configured DocuSign Template. Instantly add iPhone photos of receipts to expense reports. Take a snapshot of a document, then drag and drop familiar “Sign Here” tabs on it for electronic signature.

Evernote - Ever have those ideas while you are out and about and before you can get a chance to write it down, you have forgotten it?  In comes Evernote!  This app will allow you to type or record a voice note.  If you use a smartphone with a camera, you can also create notes from photos.  Again, this app syncs your notes online so they are accessible everywhere (phone, computer, iPad).

Realtor.com - Find more homes for sale on your iPad with REALTOR.com® – the #1 real estate site. REALTOR.com® has more listings and updates them more often (every 15 minutes) than any other site. Features include: map search, saved searches and listings synchronized with the website, private ratings and notes and the ability to share listings with your friends, agent and social network.

Zillow – The Zillow on iPad Real Estate App delivers a bold real estate browsing experience built specifically for the iPad’s interactive multi-touch device. View photo galleries of homes on iPad’s large, eye-popping touch screen where your fingertips tap, swipe, pinch, and drag to see Zestimate® home values, Rent Zestimates, homes for sale, homes for rent, and much more!

Trulia - Designed specifically for the iPad, Trulia HD is the helpful house hunting app that makes finding your next home easy and fun. Search homes for sale and for rent with full-screen interactive maps, neighborhood-specific details, high-resolution photos, and more.

LoopNet - Looking for an investment property, lease space? Search the nation’s #1 marketplace with LoopNet’s Commercial Real Estate Search App – the first commercial real estate search application for your iPhone or iPad. Research millions of properties for owner, tenant, historical listings, mortgage info, etc.

For some additional helpful advice on going mobile in real estate, check out the following video by my friend Joel Burslem:

http://www.1000wattconsulting.com/presentations-and-publications/15-ways-to-make-your-marketing-mobile

~     o     ~     o     ~     o     ~     o     ~     o     ~

Rich Jacobson is a licensed real estate broker providing Knowledgeable Empowerment and Relentless Representation for his clients of residential properties and vacant land throughout all of Kitsap County WA and portions of Pierce, Mason, and Jefferson Counties. You can also find him at KitsapLife.com, ActiveRain.com, EverydayCK,  HomesByHarbors, and Crabbing in the Hood, or e-mail:  kitsapagent@gmail.com

 

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