Strategic Market Intelligence Report: Irvine, CA Real Estate Landscape & 2026 Operational Roadmap

Executive Market Synopsis: December 2025

The Irvine, California real estate market stands at a defining inflection point as the fourth quarter of 2025 concludes. The frenetic, unchecked appreciation that characterized the early decade has ceded ground to a more sophisticated, structurally complex marketplace. We are no longer operating in a simplistic "seller's market" of unconditional velocity, nor are we in a crash trajectory. Instead, Irvine has entered a phase of calculated equilibrium, characterized by lengthening days on market (DOM), highly selective buyer behavior, and a distinct flight to quality.

As of late 2025, the median home value in Irvine hovers between $1.52 million and $1.59 million, reflecting a stabilization rather than explosive growth. While year-over-year values have seen modest gains of approximately 1.3% according to Zillow indices, other data points suggest a slight cooling in listing prices as sellers adjust to the reality of sustained high interest rates and reduced affordability. The market is actively punishing complacency; homes that are overpriced or poorly presented are languishing with DOMs stretching into the 60-70 day range, while turnkey properties in desirable enclaves like Great Park and Orchard Hills continue to command premiums.

For the real estate professional operating in this environment, the "easy wins" of the pandemic era are extinct. The impending arrival of 2026 requires a radical shift in strategy—moving away from passive listing management toward aggressive, technology-driven marketing. The modern Irvine buyer is tech-native, data-driven, and fatigued by static imagery. This report provides an exhaustive analysis of current market conditions, a survival guide for the coming year, and a strategic imperative to adopt advanced video automation tools like VidFlipper to secure dominance in an increasingly visual and algorithmic digital landscape.

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Section 1: The Irvine, CA Market Snapshot (Late 2025)

1.1 The Shift from Frenzy to Fundamentals

The defining characteristic of the Irvine market in December 2025 is the return to fundamentals. The "fear of missing out" (FOMO) that drove buyers to waive contingencies has been replaced by a "fear of overpaying." Buyers are leveraging higher inventory levels and longer market times to conduct rigorous due diligence, demanding value justification for every dollar spent.

1.1.1 Inventory and Days on Market (DOM) Analysis

The most critical metric for agents to monitor currently is Days on Market. In stark contrast to the rapid-fire sales of recent years, the average time to sell has drifted upward. While some aggressive estimates place DOM at 25 days, broader market data from Movoto and Redfin suggests a drift toward 45 to even 78 days for certain inventory classes.

• The "Stale Listing" Danger Zone: Properties that exceed the 45-day mark are increasingly stigmatized. Buyers verify "days on market" before they even schedule a viewing. A high DOM signals to a savvy Irvine buyer that the property is either flawed or overpriced, inviting aggressive low-ball offers.
• Inventory Stratification: Inventory is rising, but unevenly. Active listings have ticked up to over 735 units, providing buyers with more choices than they have had in 24 months. However, the quality of this inventory varies. The market is saturated with "aspirational" listings—homes priced at 2024 peaks without the condition to match.
• Absorption Rates: We are seeing a divergence in absorption rates. The sub-$1.3 million market—predominantly condos and townhomes in villages like Woodbury and Westpark—remains relatively brisk due to affordability constraints pushing buyers down the price ladder. Conversely, the $2 million+ segment is seeing slower velocity, requiring significantly more marketing effort to move.

1.1.2 Price Stability vs. Correction

While some headlines might suggest a "correction," the Irvine market is demonstrating remarkable resilience. The median sold price remains robust, supported by Irvine's unassailable fundamentals: world-class schools, safety, and the "master-planned" lifestyle premium.

• Median Price Resilience: Despite a dip in listing prices, sold prices are holding steady near $1.59 million. This suggests that while sellers are having to temper their initial expectations, the floor of the market is solid.
• The "Newport Effect": Luxury pricing in coastal neighbors like Newport Beach is creating a spillover effect. As coastal prices surge to $3,000+ per square foot, affluent buyers are finding "value" in Irvine's premium enclaves like Turtle Rock and Shady Canyon, effectively putting a floor under the high-end market.

1.2 Neighborhood Micro-Climates: Winners and Laggards

Irvine is not a monolith; it is a collection of distinct villages, each with its own micro-economy. In late 2025, the performance gap between these villages has widened significantly.

1.2.1 Trending Up: The Rise of "Irvine 2.0" at Great Park

• Great Park Neighborhoods: This remains the epicenter of buyer interest and development activity. The promise of "Irvine 2.0" is coming to fruition with the development of major amenities. The impending opening of "The Canopy" retail center in 2026—anchored by the highly anticipated T&T Supermarket and various dining options—has cemented Great Park as a lifestyle destination, not just a housing tract.
• The Retail Catalyst: For years, the criticism of Great Park was a lack of walkability to retail. The Canopy resolves this, and properties within walking distance (Cadence Park, Parasol Park) are seeing a "lifestyle premium" priced in. Buyers are looking past the Mello-Roos fees, viewing them as an investment in this developing infrastructure.
• Cultural Terrace: The ongoing construction of the Cultural Terrace, featuring museums and the amphitheater, signals to investors that this area will be the cultural heart of the city for the next decade.

1.2.2 The Luxury Stronghold: Orchard Hills

• Orchard Hills: This village has solidified its reputation as the premier destination for luxury buyers seeking privacy and views. It is outperforming older neighborhoods in the luxury segment due to its newer stock and guard-gated exclusivity.
• Community Cohesion: Unlike the transient feel of some high-density developments, Orchard Hills is praised by residents for a strong sense of community and social interaction, a factor that is becoming a key selling point for families relocating from isolated estates in other counties.

1.2.3 The Established Core: Woodbridge & University Park

• Woodbury & Woodbridge: As mature master-planned communities, these areas are experiencing a renaissance driven by their central location and established amenities. Woodbury’s "Town Center" walkability appeals to families who find Great Park too construction-heavy.
• The Renovation Gap: However, older homes in University Park and Central Irvine are seeing longer DOMs if they are not updated. The cost of capital makes "fixer-uppers" less attractive; buyers demand turnkey solutions. The spread between a renovated home and an original condition home in these zip codes has never been wider.

1.3 Economic Drivers: The Silicon Valley of the South

The narrative of Irvine as merely a "bedroom community" is obsolete. In 2025, Irvine is a bona fide economic powerhouse, specifically in the technology and life sciences sectors. This economic engine is the primary safeguard against a housing crash.

• The Tech Hub Factor: Irvine has become a magnet for specialized tech firms, particularly in AI, defense, and med-tech. Companies like Anduril and Rivian have expanded their footprints, bringing high-income engineering talent into the region. These are buyers with significant purchasing power, often utilizing RSUs (Restricted Stock Units) for down payments, and they are less sensitive to interest rate fluctuations than the average buyer.
• Commercial Renaissance: The Irvine Company's continued investment—specifically the revitalization of The Market Place and the new "Oak Park Village" planning—signals long-term corporate confidence in the region's spending power.
• Renting vs. Buying Dynamic: With rents in Irvine averaging over $3,600 and softening slightly, the "rent vs. buy" calculation is challenging. However, the high-income demographic in Irvine views homeownership as an essential inflation hedge and stability mechanism, sustaining demand even when the immediate math is tight.

1.4 Market Classification: A "Selective" Market

Is it a Buyer's or Seller's market? In December 2025, it is a Selective Market.

• For Turnkey/Premium Homes: It remains a Seller's Market. Scarcity of perfection drives multiple offers.
• For Average/Dated Homes: It is a Buyer's Market. Buyers have the leverage to demand credits, repairs, and price reductions.
• The Verdict: Agents cannot treat all listings equally. A "spray and pray" approach will fail. The market demands differentiation.

Metric	Current Value	Trend (YoY)	Insight for Agents
Median Home Value	~$1.52M - $1.59M	+1.3% (Stabilized)	Appreciation has slowed; focus buyers on "long-term hold" value.
Days on Market (DOM)	45 - 78 Days	Increasing (Significant)	Critical: Set seller expectations for a 2-month sales cycle.
Inventory Levels	~735 Active Listings	Rising	More competition means marketing quality is the only differentiator.
Rent Price	~$3,602 / mo	Softening	Use this to convert renters to buyers: "Why pay $3.6k for zero equity?"
Market Climate	Selective / Balanced	Shift from Seller's Market	Power has shifted back to the center; negotiation skills are paramount.

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Section 2: The Agent's Survival Guide for 2026

As we look toward Q1 2026, the agents who will thrive are not necessarily the ones with the biggest sphere of influence, but the ones with the most adaptable strategies. The "post-and-wait" methodology is dead. The survival of your business depends on active market manipulation through superior positioning.

2.1 Strategy #1: The "Micro-Market" Authority Play

The Challenge: Inventory is low in specific hot pockets but high in others. Buyers are confused by contradictory headlines about national crashes versus local price hikes. Generic advice like "It's a great time to buy!" is ignored because it feels like a sales tactic.

The Solution: You must become the hyper-local economist for specific villages, not just "Irvine."

• Actionable Tactic: Stop sending generic Irvine market updates. Segment your database by village (e.g., Woodbridge vs. Orchard Hills).
• The "Village Variance" Report: Create content that specifically contrasts micro-markets. For example, "Why Orchard Hills is commanding a 10% premium over Westpark right now." Use the data regarding DOM variance (33 days median vs. 45 days average) to show expertise.
• Neighborhood Specificity: When formulating strategy for a seller in Turtle Rock, quote the specific lack of inventory in the $2M-$3M bracket in their zip code. Show them that while the city is cooling, their street is experiencing a micro-shortage. This granularity builds immense trust and separates you from the generalists.

2.2 Strategy #2: Combatting "Days on Market" Fatigue

The Challenge: With DOM creeping up to 60+ days, sellers are getting anxious. Anxious sellers lead to expired listings and damaged agent reputations.

The Solution: You must proactively manage the "Stale Listing" narrative before it happens through strategic visual refreshes.

• Pre-Emptive Strike Pricing: In 2026, you cannot "test" the market. The penalty for overpricing is severe. The strategy must be to price at the "sold" comps, not the "active" comps.
• The "Relaunch" Protocol: If a property sits for 45 days, do not just drop the price. You must re-launch it visually. New thumbnail, new description, and most importantly, new video content. The algorithm treats a listing with fresh rich media as "new" content.
• Buyer Psychology Management: For buyers, use the high DOM to your advantage. Teach them to look for "diamonds in the rough"—homes that have sat for 50 days not because they are bad, but because they were poorly marketed. This positions you as a deal-finder rather than just a door-opener.

2.3 Strategy #3: The "Digital Curb Appeal" Mandate

The Challenge: Remote buyers and busy tech professionals (the core Irvine demographic) are eliminating homes from their search solely based on mobile viewing. They are not visiting open houses for discovery; they visit to confirm what they already decided online.

The Solution: You must treat the digital listing as the primary showing. The physical open house is merely the second showing.

• Mobile-First Optimization: 90% of views are on mobile devices. Horizontal photos often look small and uninspiring on a vertical phone screen. You need content that fills the screen.
• Speed of Information: Irvine buyers are analytical but impatient. They want to know the "catch" instantly. Long, flowery descriptions are not read. Visual storytelling that highlights the "lifestyle specs" (distance to school, noise levels, upgrades) in seconds is crucial.
• Differentiation: In a sea of 700+ listings, the one that moves is the one that stops the scroll. Static images are easy to scroll past. Motion is the only thing that consistently arrests the thumb.

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Section 3: Why Video is Non-Negotiable in Irvine, CA

The assertion that "video is the future" is no longer a prediction; it is the operational reality of the 2025/2026 market. In Irvine specifically, the demographic profile of the buyer pool—tech-savvy, affluent, time-poor, and often international—makes reliance on static photography a fatal business error.

3.1 The Failure of Standard Photography

Standard professional photography, while necessary, is no longer sufficient. It has become the "baseline"—the minimum requirement just to be listed. In the current market climate, static photos are failing for several structural reasons:

• The "Silence" of Photos: Photos cannot convey the flow of a floor plan or the ambiance of a community. They are static data points in a dynamic world. A photo of a kitchen is just cabinets; a video of a kitchen with motion zoom and music is a "lifestyle."
• Algorithm Invisibility: Social media platforms (Instagram, TikTok, YouTube Shorts, and even LinkedIn) have aggressively pivoted their algorithms to prioritize video. Static photo posts receive a fraction of the organic reach that video content receives. Posting a "Just Listed" photo on Instagram is essentially shouting into a void; the algorithm will not show it to people outside your immediate circle.
• The "Remote Control" Buyer: A significant portion of Irvine buyers are relocating from the Bay Area, out of state, or overseas. They cannot drive by. They demand a "virtual tour" experience that feels authentic. Static photos are viewed with suspicion ("What are they hiding with that wide-angle lens?"), whereas video builds trust through transparency.

3.2 The Video Imperative for 2026

To survive the shift to a balanced market in 2026, agents must dominate the "Attention Economy."

• Retention Rates: Consumers retain 95% of a message when watching it in a video compared to 10% when reading text. If you want a buyer to remember that a home has "owned solar" or "brand new PEX piping," you must tell them in a video, not hide it in the MLS remarks.
• Emotional Connection: Real estate is an emotional transaction justified by logic. Video creates the emotion (music, motion, pacing) that photos simply cannot.
• Trust and Authority: An agent who uses sophisticated video marketing is perceived as a "premium" agent. Sellers in Irvine, who are often selling $1.5M+ assets, demand premium representation. They want to know, "What are you doing differently?" Video is the answer.

3.3 The Solution: VidFlipper – Automation for the Irvine Agent

The primary hurdles to video adoption for agents have always been time, skill, and cost. In a high-stakes market like Irvine, these barriers are even more pronounced. VidFlipper is the strategic solution, acting as a force multiplier that automates the video production process, enabling any agent to produce premium marketing content in seconds.

1. Transforming Static Photos into Dynamic Video

VidFlipper breathes life into standard listing photos.

• Intelligent Motion: Instead of a boring slideshow, the platform applies motion zoom and focal point technology to programmatically guide the viewer's eye to a property's best features—like the high-end finishes in an Orchard Hills kitchen or the indoor-outdoor living space of a Great Park home.
• Mobile-Native Format: Critically, VidFlipper generates videos in the 9:16 vertical aspect ratio. This format fills the entire screen on mobile devices, which is essential for capturing the attention of buyers scrolling through social media platforms like Instagram and TikTok.

2. The Power of AI-Driven Storytelling

In a sophisticated market, information is key. VidFlipper uses AI to craft a compelling narrative for each property.

• Automated Scripts and Voiceovers: The tool analyzes listing data to generate a professional script and AI voiceover. This allows an agent to instantly create a video that sells the unique benefits of a home, such as "Enjoy top-rated Irvine schools and a short walk to the new Canopy retail center."
• Karaoke-Style Captions: Since most social media video is consumed silently, VidFlipper adds dynamic, "karaoke-style" captions that animate with the voiceover. This ensures the message is received and keeps viewers engaged.

3. Speed, Efficiency, and Scalability

VidFlipper's greatest asset is its speed, which enables a more effective marketing strategy in a market with rising DOM.

• Instant Content: Videos are generated in under 60 seconds, allowing agents to create "Coming Soon" teasers, "Just Listed" announcements, and "Price Update" videos on the fly.
• Marketing for Every Price Point: This efficiency means agents can provide "luxury-tier" video marketing for every property, from a $1.2M condo to a multi-million dollar estate, helping them win more listings by offering a superior service.

3.3.4 Aesthetic Engagement & Technical Robustness

VidFlipper understands the "entertainment" value required for social retention.

• Dynamic Overlays: Features like snow, sparkles, confetti, or film simulation allow you to match the "vibe" of the season or the home. A listing launched in December can have a subtle snow overlay to feel festive and current.
• Music Synchronization: The platform automatically syncs the visual transitions to the beat of the background music, creating a professional "cut" that feels high-energy and polished.
• Programmatic Engine: technically, VidFlipper acts as an application that integrates with AI APIs for content generation and uses a programmatic video rendering engine to build the final video assets. This ensures consistency and reliability, removing the human error inherent in manual editing.

3.4 The Strategic Implementation for 2026

For the Irvine agent, VidFlipper is the bridge between "old school" real estate and the "digital first" future.

• Use Case: Take your stagnant listings (30+ days DOM). Run their photos through VidFlipper with a fresh, upbeat track and a script focusing on a "New Price" or a specific feature you haven't highlighted (e.g., "The Backyard Oasis").
• Result: You instantly have a new piece of content that the algorithms treat as fresh. You re-engage the buyer pool. You show your seller you are actively working.

In conclusion, the Irvine market of 2026 will not be kind to the passive. It will reward the agents who are hyper-local, data-driven, and visually dominant. By leveraging the specific market data of late 2025 and adopting automation tools like VidFlipper, you position yourself not just to survive the shifting economy, but to capture market share from those who refuse to adapt.

4. Deep Dive: Neighborhood-Specific Micro-Economic Analysis

To truly dominate the 2026 market, an agent must move beyond city-wide averages and understand the granular economic realities of Irvine's distinct villages.

4.1 Great Park: The Future City

The Great Park neighborhoods (Cadence Park, Parasol Park, Novel Park) represent the most dynamic sector of the Irvine market.

• Inventory Trends: This area consistently holds the highest inventory levels due to the volume of new construction. Resale homes here face a unique challenge: competing against builders who can offer rate buy-downs.
• The "Canopy" Effect: The upcoming opening of The Canopy in 2026 is the single biggest value driver for this area. This 80,000-square-foot retail center will finally provide the walkable commercial core that residents have been demanding. The inclusion of T&T Supermarket is particularly significant; T&T is a cultural magnet for the Asian-American demographic, which constitutes a major portion of the Irvine buyer pool. Properties within a 10-minute walk of The Canopy are likely to see an appreciation premium in 2026 relative to those on the periphery of the development.
• Strategic Advice: When listing in Great Park, marketing must focus on the future lifestyle. Use VidFlipper to overlay text like "Walking Distance to Future T&T Supermarket" on your videos. This speculative value is what justifies the Mello-Roos tax to buyers.

4.2 Orchard Hills: The Gated Premium

Orchard Hills operates almost as a separate market entity, decoupled from the condo-heavy segments of Irvine.

• The View Premium: Data indicates a massive disparity in DOM between view lots and interior lots in Orchard Hills. View lots in the Groves and Reserve enclaves move significantly faster.
• Fire Insurance Hurdles: Situated at the foothills, Orchard Hills is in a high fire severity zone. This is becoming a friction point in transactions as insurance premiums rise. Agents must be proactive, having insurance quotes ready before the open house.
• Community Appeal: Unlike the perceived sterility of some newer developments, Orchard Hills has successfully cultivated a "village" atmosphere. The social cohesion here is a strong selling point for buyers moving from established neighborhoods who fear isolation.

4.3 Turtle Rock & Shady Canyon: The Legacy Luxury

• Inventory Scarcity: Inventory in these established luxury zones remains critically low. Sellers here are often long-term owners with massive equity and low tax bases (Prop 13), giving them little incentive to sell.
• Renovation Requirements: Buyers in the $3M+ range in Turtle Rock are demanding "done" homes. The 1970s and 80s architecture, while charming, often requires significant capital expenditure to modernize. Unrenovated homes in Turtle Rock are seeing DOMs exceeding 60 days, while renovated ones sell in under 20.
• Strategic Advice: For listings in this area, use VidFlipper's "Film Simulation" overlay to give the video a classic, cinematic feel that matches the prestige of the neighborhood. Emphasize the "no Mello-Roos" advantage (in many parts) and the established school rankings.

4.4 The Commercial-Residential Nexus: Irvine Spectrum & IBC

The Irvine Business Complex (IBC) and Spectrum area represent the urban future of the city.

• The Tech Worker Demographic: The proximity to major employers like Rivian, Anduril, and the broader tech ecosystem is the primary demand driver here. These buyers value convenience and amenities over lot size.
• Rental Market Influence: This area has the highest concentration of rental units. With rental rates softening , converting renters to buyers is a key strategy. The math of "renting vs. buying" is tight, but the argument for equity accumulation remains strong.
• Strategic Advice: Marketing for IBC condos should be fast-paced and lifestyle-focused. Use VidFlipper to create high-energy videos with upbeat music, focusing on the pool, the gym, and the proximity to Spectrum Center dining. The target audience here is younger and lives on TikTok/Instagram.

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5. Economic & Demographic Tailwinds for 2026

5.1 The "Tech Hub" Resilience

Irvine's economy is distinct from the broader California narrative. While the state faces budgetary challenges, Irvine's private sector is booming.

• Defense & Aerospace: The geopolitical climate has spurred growth in defense tech. Companies like Anduril Industries are expanding aggressively in Irvine, bringing in high-salary engineers and executives. These jobs are "sticky"—they require on-site presence, sustaining demand for local housing.
• EV Innovation: Rivian's presence and the broader EV ecosystem in Irvine contribute to a "green tech" identity that appeals to modern buyers.
• Bio-Tech & Medical: The medical device corridor continues to grow, providing a stable base of employment that is recession-resistant.

5.2 The Retail Renaissance

The Irvine Company is not resting on its laurels. Major reinvestments in The Market Place and the new Oak Park Village planning indicate a belief in the consumer strength of the region.

• Lifestyle Integration: The trend is toward "mixed-use" environments where retail and residential blend seamlessly. The new apartment communities at The Market Place are a testament to this.
• Strategic Implication: Agents should market the proximity to these evolving retail hubs. "Live where you play" is a powerful message for the 2026 buyer.

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6. Detailed VidFlipper Feature Analysis & Application

To fully leverage VidFlipper, agents must understand how its specific features solve specific market problems in Irvine.

6.1 Feature: Motion Zoom & Focal Point

• The Problem: Static wide-angle photos make rooms look vast but empty. They fail to highlight the quality of finishes.
• The VidFlipper Solution: The Image Focal Point and Motion Zoom features allow the agent to guide the viewer's eye. You can program the video to slowly zoom in on the Wolf range, the quartz waterfall edge, or the view of the Great Park balloon. This mimics the human experience of walking up to inspect a detail.
• Application: In a luxury Orchard Hills kitchen, use motion zoom to highlight the custom cabinetry hardware. In a Great Park home, use it to focus on the indoor-outdoor flow of the California room.

6.2 Feature: AI-Generated Titles & Descriptions

• The Problem: Agents often suffer from "writer's block," resulting in generic descriptions like "Must see!" or "Great potential."
• The VidFlipper Solution: The AI integration analyzes the image data and prompts to generate compelling, SEO-rich titles and descriptions. It can instantly generate a hook like "Resort-Style Living in the Heart of Cadence Park" based on the inputs.
• Application: Use this to A/B test different angles. One week, generate a script focused on "Family Living." The next week, use VidFlipper to generate a script focused on "Investment Potential" and re-post the video.

6.3 Feature: Karaoke-Styled Closed Captions

• The Problem: 85% of social media video is consumed with the sound OFF. A video with just a voiceover is effectively silent to the majority of scrollers.
• The VidFlipper Solution: Dynamic captions that animate in time with the spoken word keep the viewer engaged visually. The "Karaoke" style (highlighting the current word) draws the eye and increases reading retention.
• Application: Ensure the captions highlight key value propositions: "PAID OFF SOLAR," "NO MELLO-ROOS," "MAIN FLOOR BEDROOM." These words popping on screen ensure the message is received even in a silent doctor's waiting room.

6.4 Feature: Dynamic Overlays (Snow, Confetti, Film)

• The Problem: Listings can feel "timeless" in a bad way—stale. A photo taken in July looks weird in December.
• The VidFlipper Solution: Overlays allow for seasonal relevance.
• Application:
  • December/January: Use the Snow or Sparkles overlay to make the home feel cozy and festive for holiday buyers.
  • New Listing: Use the Confetti overlay to generate excitement for a "Just Listed" announcement.
  • Luxury Estate: Use the Film Simulation overlay to give a high-end, cinematic grain that implies prestige.

6.5 Technical Reliability: The Programmatic Engine

• The Problem: Manual video editing is prone to crashes, sync errors, and inconsistent quality.
• The VidFlipper Solution: VidFlipper uses a programmatic video rendering engine. This means the video is built by code, ensuring perfect timing of transitions, audio sync, and resolution every single time. It is an industrial-grade solution for a high-volume industry.
• Benefit: Consistency. Your brand looks professional across every single video, whether it's a $500k studio or a $5M mansion.

7. Conclusion: The Path to Dominance

The Irvine real estate market of 2026 will be defined by a widening gap between the "Analog Agents" and the "Digital Advisors." The Analog Agents will continue to rely on open houses, static photos, and hope. They will struggle with high DOMs and demanding sellers.

The Digital Advisors—those who embrace the data, understand the micro-market nuances, and leverage automation tools like VidFlipper—will thrive. They will use video to scale their presence, engage buyers on their native platforms, and provide a level of service that justifies their commission in a competitive world.

The tools are available. The data is clear. The market is waiting. It is time to flip the script.