Real Estate Marketing for the Modern World: Simplicity via a “Code Breaker”
Let’s look at a tool that makes life simpler; the “Code Breaker.” Watch this. I need a new treadmill. Because we visit Costco regularly, I’ve been looking at theirs seriously. I began taking copious notes when I noticed the little square QR code on the side of the box. A simple “snap” put all the specs right on my phone. For many, this is old stuff. But for the uninitiated, QR codes may look like a curious little blip on an ad.
What Are Those Funny Little Puzzle Pieces on Boxes & Ads?
Much like a UPC code, Quick Response Codes encode digitized information. Unlike UPC codes which are commonly read by a commercial UPC scanner, QR codes can be read with any camera phone equipped with an easy to install reader.
Most commonly found on smart phones, the appropriate application captures the QR image, which opens a website, connects to a YouTube video, or displays whatever information the originator desires. Move over George Jetson! It’s a snazzy tool to be sure!
Some display static data while others are more robust. Take, for instance, the code we put on our house ads. Try it.
Try this with your QR code reader
One click and the words in the ad come to life. Opening the QR code on the sign posted outside this home takes you on a virtual walk inside. Buyers no longer need to sit outside a listing and call agents for additional information.
Why Would We Give So Much Information If We Want You To Call Us?
Remember, the purpose of advertising is to get the phone to ring. Because “sign calls” are some of the strongest calls we receive, the idea that we are giving away so much information runs counter to the core concept of lead generation that agents learn from the time we get our license. After all, no call, no appointment, right?
There was a time real estate listing information was closely guarded. As commonplace as it is now, the idea of putting listings online was initially considered radical. To put it mildly, not all REALTORS® embraced the idea of making the entire Multiple Listing Service (MLS) self-serve. Public perception was that providing access to listings was our core value. In fact, it was predicted that real estate agents would become obsolete.
I believe being the gatekeeper of listing information was never our value proposition. For me, arming the public with MLS information made my job easier. Buyers are better educated about the inventory, the property, and the process. Armed with a QR code reader (there’s an “app” for that), a Buyer calling after taking a virtual tour linked to a QR code is a stronger, more mentally qualified Buyer than those slugging along the old-fashioned way.
So go ahead, click away, take the tour, “break the code “ BUT by all means, if you have questions or want to take a look inside, there’s still a human hoping you will call.