You know... there are times when I wonder why I feel the urge to write some of the articles I choose to write. I mean... really? Must I? But then... it's like good comedy. Good comedians don't have to make stuff up. They just look at what's going on around them and simply elaborate on the comical and/or ridiculousness of the situation in a way that makes us say... "Wow... now THAT'S funny!" I write the articles I write because I look around and say "Really? I DIDN'T just see a small business owner do THAT, did I?!!?"
Fair warning... I have a tendency to be cynical and sarcastic at times. You may see some of that here.
Today, I choose to pick on REALTORS®... and some of the ways I see them using QR Codes. I recently wrote an article entitled "QR Codes: A Beginner's Guide". Great info for the "newbie".
Over the years I've had (and still do have) the privilege of working with a great many real estate brokers and agents across the country... dating back to 1994 when I developed my very first website for a RE/MAX real estate team in Denver. RE/MAX wasn't even online yet. REALTORS® have always tried to be on the cutting edge where technology is concerned. That's all well and good... if it's being used effectively.
This brings me to my question. WHY am I seeing Real Estate Brokers and Agents putting QR Codes on real estate websites and online listings?? And WHY do I see them boasting about this and wasting their time advertising and promoting it? Because there's a lack of understanding as to what they are, what they do, and how they should effectively be used.
Here's the thing... if I happen to be on my computer and I'm visiting your website... give me a link. I don't want to have to dig out my phone... grab the app... take a picture... and see what you want me to see... which will ultimately take me to information ONLINE! Just let me "CLICK" and see it already. On the other hand... if I AM on my phone and I'm visiting your website... I can't use your QR Code anyway! I suppose I could grab my other phone and try to take a picture of it... but I won't. Adding a QR Code to your real estate website and online listings is a waste of your time, will produce little if any results, and it conveys the fact that you just don't "get" technology.
So... how DO you use them correctly and effectively? Anywhere and everywhere possible... OFFLINE!
- Business Cards: Create a QR Code containing your website URL... or better yet... your MOBILE website URL (and if you don't have a mobile website... we really DO need to talk). You're handing out business cards all day long. People who DO use QR Code readers (and there's more out there than you think) will recognize this and you'll stand a much better chance of staying connected with them. Include a short line of text such as: "Scan this to view and search property listings".
Why didn't I suggest making your QR Code go to some sweet online sales video that you have somewhere online? Two reasons:1) You'll lose people. Too many video formats... and not all phones have the capabilities to view all videos. Great for those who CAN see it... unimpressive for those who can't.2) People want to interact. Take them to your mobile website. Once they have the ability to search and view listings as a result of your business card... there's a strong possibility they're yours for life... or at least until they've purchased a home from you.Ok... I know... I just got done saying that QR Codes are pointless on websites. You have to know the rules before you know which ones you can bend. For example sake, I've included one here (which appears on the back of my own business cards). Go ahead... try it. If you don't already have a QR Code Reader app on your phone, go to your App Store and download one... (they're available for free and should take less than a minute to find and install). Then use it here. Don't worry... you'll start using it other places as well. If you don't want to do that now... click here. It will take you to the mobile website for Susan Paris - Broker & Associates, CRS, GRI - Twiane Harte, CA.
Scan this to view my Mobile Website!Search and View Property Listings!
- Listing Flyers: See... home buyers are out there driving around looking for homes. They see one of yours and grab the flyer from the box or tube. They recognize the QR Code and bada bing... bada boom... you've just taken them to that online listing with more details and more photos... or perhaps, even a virtual tour... (use caution with the virtual tour thing for the same reason I mentioned above regarding your sweet online sales video). At any rate... now they're parked outside the home... looking at more information about that home right on their phone... with the ability to contact you instantly if they have any questions. Here's a sample listing. Go ahead... try it. Or... if you don't want to... you can view the listing here.
Scan this to see more details and photos for this listing!
- Listing Ads in Newspapers and Publications: People grab those from grocery stores, Chamber of Commerce offices, and anywhere else they're available. They're thumbing through... they see a listing with a QR Code... and I can almost, with 99.9% certainty, guarantee you that users of QR Code readers will take the few seconds to see what more that home has to offer!
There are many other ways that QR Codes can be effectively be used by real estate brokers and agents. Those mentioned above are just the most obvious methods. I've seen them used on yard signs, sales literature and other offline marketing material.
So... I gave you a few ways to use them effectively. Here are just a few things to stay away from. I say this... because I've seen it.
- DON'T send them directly to your Facebook page. Believe it or not... not everyone uses Facebook.
- DON'T send them directly to your Twitter account. Same reason as above. Even less use Twitter.
- DON'T send them directly to your Linkedin profile or your blog.
- DON'T send them directly to your YouTube channel. The "video" thing? Remember?
- DON'T put a QR Code with a link to a listing on something that is permanent and will be around longer than you... such as a hat, coffee mug, shirt, note pad, etc... (Remember... I say this because I've seen it). And yes... I'll need to watch this article over time because she'll sell that property one day and the listing link in that above sample QR Code will expire. I'll toss up another when that day comes.
- DON'T send them to a website that is NOT mobile friendly.
- DON'T put them on yard signs if those listings are in an area that doesn't have cell service. QR Code Readers need service to be able to process. They don't "save the code" for future reference. DO put them on those listing flyers because people will take those and can always scan them once they get back into cell phone range.
Remember... by using QR Codes EFFECTIVELY, you're not only connecting yourself with potential buyers... but you now have another set of reasons to entice sellers into picking YOU to sell their home.
If you're going to take the time to use them... it's best to make sure you're using them as effectively as possible. I just had the need to say that again. If you want to know more... or wish to find out where to generate your own QR Codes, my original article will help. QR Codes: A Beginner's Guide
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