By Jaime Westman

Depending on your point of view, QR codes can be hypnotic or annoying, useful or worthless or resemble an ink blot or a funky piece of art.

Who knew that a two-dimensional bar code arranged in a pattern of squares for the encoding of product information could be such a polarizing figure? But the codes are here to stay and will likely become more popular, so forward-thinking Realtors should think about putting them to use as an extra marketing tool in their belts.

When scanned by a smartphone camera, QR codes can direct a user to any web page you specify, such as your home page, a listings profile page, your contact information or a page with a video giving more information about you and your business practices. Some benefits are that a website address doesn’t have to be entered and agents can track how many times someone has clicked on the code. Some practical uses include direct mailing, business cards, mobile listings, open houses, flyers, lawn signs and in publications or on stationery.

Make a welcome page with a capture form and links to other listings

Use QR codes on reusable sign riders

Do

  • Put them on yard signs and make them big enough to scan from the street
  • Put them on flyers in the yard sign box
  • Put them on business cards
  • Add video to the landing page
  • Add to any other print products you already market along with your phone number, email address, website and social handles
  • Use it in the Sunday paper
  • Use it as an electronic sign in sheet at open houses

    Don’t

  • Put them online or in an email- that’s not how they’re meant to be used.
  • Don’t always think of the QR code as a way of capturing a lead, sometimes it just boils down to being a simple way to be seen. You are selling a product. How many times have you drooled over an online product several times before actually buying it.

    Benefits

  • Quick free and easy to set up
  • Track-able

When used properly, QR codes can be effective ways for real estate agents to engage their target audience. But if you’re only leading visitors to your non-optimized website, you’re making it difficult for them to access your complete message. That’s where a completely mobile-friendly landing page comes in. Such a page is more interactive and informative and will likely hold the user’s attention. If they’ve gone to the trouble of scanning the code, they’re at least thinking about buying a house, and if you want your codes to work, they should be properly segmented and do something creative for the user. That way you can track your QR code results to know what works and what doesn’t.

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