QR Codes – The Data Doesn't Support The Hype
It seems everywhere I go people are talking about QR codes. When it comes to QR codes, where is the data that supports the hype? Here’s a comment by Chris Dowell on the Mobile Marketing post which is quite telling if you ask me:
I have been using QR codes for 9 months. After spending lots of time promoting my QR Code I would like to share all of the prospects I have received with this new technology. Whoops, there is nothing to share. Yep, after having QR codes on my facebook page, twitter page, website, marketing materials and brochures I have had 9 people use the qr codes ( I actually have them assigned to a url shortener to view traffic). 8 of the people using the qr code were me. I’m scratching my head on the 9th. Maybe it was another agent checking it out?
I realize that’s just one example, but I’ve yet to hear from someone who has gotten REAL results from using QR codes in their marketing materials. It seems safe to say QR codes are just that latest shiny object for the real estate industry that marketers who don’t actually know what works are cramming down people’s throats. Please — if you or someone you know has had success turning QR codes into actual business, enlighten us as to what we’re missing.
Roger Smolski
Posted at 14:08h, 01 AprilThere has to be a compelling reason for a user to scan a QR Code, what was it?
Geordie Romer
Posted at 15:33h, 01 AprilIt’s interesting that you posted about QR codes on April Fools Day – that’s telling. I don’t use QR codes because I haven’t seen widespread adoption rates. I think the key to success would be having well designed mobile landing pages that give the consumer useful info/ video etc and a call to action. Too often I’ve seen them as a replacement for flyer boxes and that’s not going to get us very far.
John Mansky
Posted at 15:54h, 01 AprilWhat you’re missing is the most important thing about using QR codes as a marketing tool – giving the user a reason to scan.
Using it to bring them to information they can get easier, in other ways is not going to work.
Hi I’m Chris Dowell’s brochure , this is what I do, scan this code to go to my website or just go to my website – either way you’ll get the same exact information but the site on your mobile device probably won’t look right and will leave a bad taste in your mouth.
or
Hi I’m Chris Dowell’s brochure, this is what I do, here is my website, scan this code to get “insert exclusive offer/coupon/reason to scan here”. On the other side of the code, the data needs to be formatted for mobile devices and most people think they can do this on their own or they don’t know the right resources to find QR ready content – like JumpScan or GetShareSquare.
It’s use cases like the one above that are pushing users away from QR codes. Thankfully, places like Best Buy that have useful QR campaigns (useful for them and users) are showing the rest of us what a good QR code campaign can produce. You can see for yourself at bbyscan.com/map
“QR codes are just that latest shiny object for the real estate industry that marketers who don’t actually know what works are cramming down people’s throats.”
If you think they’re just a shiny object for the real estate industry you obviously know nothing about the reach or the history of QR codes – this post reflects your general knowledge of QR codes, which overall…is nothing.
drewmeyers
Posted at 15:59h, 01 AprilI agree that any marketing tool needs to have a strategy behind it –
and QR codes are no different. But again, show me the data. Who is
making this work for them? Has anyone turned QR codes into business?
Surely, with all the hype behind this, SOMEONE has had success? I
still have yet to hear an example of that happening (and let’s please
discount examples from San Francisco since that’s an extremely techy
market).
John Mansky
Posted at 16:24h, 01 AprilSuccess on what level?
Because QR codes can be used on many different levels it’s hard to measure their success on any one level.
For example, Verizon has codes that have been scanned hundreds of thousands of times – is that what you mean by success? Then there’s mobile apps that use codes to send the user directly to their app in an app store/market – I think the success of the code at that point is taking the user from a piece of paper (or screen) directly to your product on the mobile platform – or is it whether they get the app or not?
Successful QR code campaigns are very easy to spot just walk into target, best buy, home depot, sears, macys, ect…. if they weren’t successful, they wouldn’t be there, and they wouldn’t be spreading like wild fire.
Eventually they will become a standard on all branded print material. Like you said, those with the right strategy will have an amazing way to turn their print material into dynamic interactive content, those who don’t have a strategy will wonder what all the hype is about or create campaigns that do more damage to their brand rather than promote it.
drewmeyers
Posted at 17:40h, 01 AprilReal estate QR scenarios are different than Best Buy, Sears or Verizon. I’m talking about QR codes used specifically for real estate – whether it be for a listing, website, open house, etc. Where are the examples of THOSE working to generate business/leads? I haven’t seen any.
Brian Tercero
Posted at 16:55h, 02 AprilEventually perhaps. But right now, not very many people know what the hell a QR code is. So if REALTORS start plastering QR codes on everything, (some put QR codes on the front page of their site, for what? Why not try a hyper link!) isnt that confusing our visitors?
I put a QR code on my business card, and out of 500 cards handed out, not a single person in my market knew what to do with it. I had to explain it and they just had a blank look on their face. Conversation starter? Perhaps…
Early adoption isn’t necessarily a bad thing, but when the bulk of end users don’t know what to do with it there needs to be time to educate the market before making it a standard in our marketing strategies.
jeffreydouglass
Posted at 18:08h, 01 AprilDrew, Over a year ago I experimented with a listing in the beach community of Del Mar. I had a custom sign made including a QR code linking to a dedicated website. While I had plenty of people call me on my direct phone line, very few actually came from the QR code link which I tracked. Even Google was not able to get the word out. I agree it is just another shiny, and useless, object the marketers are selling along with the magic snake oil.
Those of us that are tech enough are going to use a smart phone application like Zillow, Realtor.com, or Trulia. There is no need to get out of your car and the results are immediate.
John Mansky
Posted at 20:23h, 01 AprilYou could put a link to a photo gallery of the home or a video walk through of the home on the sign thus turning it into interactive digital content…how is that useless?
Also, don’t print custom signs just print stickers as needed with QR codes and place them on the sign. Make sure you give potential buyers good reason and/or good content and tell them what happens if they scan the code and you will results.
You guys are ahead of the curve here. Let the major brands pave the way and raise awareness then your campaigns will see the effects of that.
Everyone is innovating and adopting towards the use and hope that QR codes will become a new standard in media. Even in the real estate industry as Trulia introduces a QR code that can add open-house listings directly to a users calendar . Again, how is this useless? Just stick with it and you’ll have enough know-how when the time comes around to produce results with your QR codes.
http://emoney.allthingsd.com/20110401/zillow-and-trulia-release-house-hunting-applications-for-mobile/?mod=ATD_rss
Ben Fisher
Posted at 19:31h, 04 AprilThere may be plenty of “useful” things to actually do with QR codes, I just don’t see the adoption of this type of use from the consumer. That is what this is all about right? Engagements from the consumers looking for property. If they aren’t being utilized, then it doesn’t matter what you can/can’t do with them.
Spencer Rascoff
Posted at 20:40h, 01 AprilTotally agree.
QR codes are more steak than sizzle at this point. That might change in the future, but for now they’re just buzzware imho.
Geordie Romer
Posted at 00:35h, 05 AprilI think Mr. Rascoff means “more sizzle than steak.” 😉
Sam DeBord, SeattleHome.com
Posted at 01:40h, 05 AprilDon’t tell me you’re a vegetarian, Spencer.
Joe Findlay
Posted at 21:34h, 01 Aprilinteresting… i have seen vendors tell us at four different conferences in the past year that qr codes are the next big thing and we had to have them or our business would die.
funny how everyone insists qr codes are the big thing, then i read on agentgenius last night that qr codes are a novelty and then today over here… are the tides turning?
dowelltaggart
Posted at 22:42h, 01 AprilGreat idea, John. I ran 17 different call to actions in addition to have qr codes connected to the price, or website or promotion or special message. Tried many different ideas. Do you have any more? I even had a attachment on my brochure detailing what qr codes are. Still didn’t work. I have 3 other tech savvy Realtor friends use qr codes. They didn’t get hits either.
Anonymous
Posted at 22:45h, 01 Aprilemail me [email protected] – i’ll be happy to help you out.
Abraham Walker
Posted at 23:15h, 01 AprilII think that our marketing will move towards QR codes as more people become Smartphone owners. QR Codes now is similar to Facebook in 2001, people still wondering what’s going. Give it a few years for people to catch on.
4G access will also help QR codes adoption rates. Doesn’t make sense to pull someone to your website I’d it takes a minute to load the page.
Just my opinion.
Scott Pierce
Posted at 02:42h, 02 AprilWe have many clients using them and generating leads from them. Our QR Codes are automatically generated for our clients along with the short URL and point to this: http://searchallproperties.com/listings/559007/?source=183_Drake_Lane_Ledgewood_NJ
Next week we go live with mobile single property websites vs. the mobile ‘friendly’ version that we have now. Our clients put them on yard signs, property flyers, just listed post cards, etc. We give them away free, but our clients make money from using them.
Sam DeBord, SeattleHome.com
Posted at 14:35h, 02 AprilThe responses from supporters of QR codes are telling: no stats. Drew isn’t saying that there’s not a possibility they could be useful, he’s just repeatedly asked “Show me some successful stats!” We’ve had similar discussions in the past, and still no one has come up with a successful real estate QR campaign based on hits. Most supporters seem to be selling a service with QR codes.
I am using them on one site, so I’m not totally against the idea–I just don’t see any consumers using them yet. http://search.idxnw.com/flyer.html?id=10068464&ln=174548
Scott Pierce
Posted at 17:01h, 02 AprilSam, I will get some of my clients who have either generated good leads or won listing presentations because of QR Codes to post comments here. I do agree that they are cutting/bleeding edge and as we do not charge for them my dog in this fight is a very small one (I love the term bleeding edge as it reminds me of conversations we used to have with people at Netscape HQ back in the day many years ago).
As others have said, it is more the use of the QR Code that is the problem not the QR Code itself. The bad implementations of their use is what will cause most agents to stop using them as well as most consumers.
Scott Pierce
Posted at 17:04h, 02 AprilFrom a Client posted to our Facebook Fanpage:
From Michael Gennett – Here’s my Expired L2L Landing page with Animoto video. Using it in conjunction with print QR codes in mailers to expireds. Picked up new expired listing this weekend from it. http://searchallproperties.com/expired/MichaelG
Scott Pierce
Posted at 05:26h, 05 AprilSam, the qr code on your page linked to above: 1. has no call to action, 2. has no explanation of use, 3. appears to link back to the page it is on which does not seem to be mobile optimized (though i may be wrong).
I would suggest, putting it on a property flyer with a call to action and explanation of use and then make sure that the site is mobile friendly and able to capture leads and you might get some roi on it.
Just another tool in the tool box at the end of the day.
Sam DeBord, SeattleHome.com
Posted at 05:33h, 05 AprilGood point. We’re adding a script to reroute mobile users directly to a mobile site. That being said, if I have to add not only a QR code but also a call to action and explanation of use, I’m again forcing a technology on a consumer instead of selling them on the home.
I’m not against the technology, I just don’t think the market’s there yet.
Brian Tercero
Posted at 16:48h, 02 AprilThanks for sharing Drew. Drives me nuts when the entire industry goes crazy for something like QR codes, but it never ends!
Once QR codes go away, whats next? Seth Godin’s white space ads? We have so many experts out there that NEED to find the latest, greatest thing to talk about to stay relevant in their circles that alot of times the technology they discuss has never been tested and never will be. Just another path for the masses to travel down only to find they wasted their time and they have to turn around.
What would be nice is for Realtors actually making money with their internet strategies to share what they are doing. But I’m guessing they are too busy making money. How about just getting back to the basics? The importance of using a CMS like WordPress as the core of your business, the importance of site architecture and simple adjustments to permalinks. Writing great content, utilizing index-able IDX platforms like IDXpress, how to build quality backlinks. Oh yeah, those aren’t sexy, I cant scan those with my Droid.
Its frustrating when your colleagues, and the top people that run the real estate companies come down and tell the web guys to add QR codes everywhere because it brings in more leads because the experts say so… give me a friggin break.
drewmeyers
Posted at 16:59h, 02 AprilGreat discussion…but it’s even more of an indication that QR codes are not working in real estate. Real examples or data? Crickets.
San Diego Real Estate Agent
Posted at 19:08h, 02 AprilWhy use a QR code that only a tiny percentage of people know how to use as opposed to a short and sweet URL that everyone’s understands how to use. They both accomplish the same thing.
Or better yet, have them send a text to you that autoresponds with a URL link to a landing page… that way you’re actually capturing the leads phone number!
San Diego Real Estate Agent
Posted at 19:08h, 02 AprilWhy use a QR code that only a tiny percentage of people know how to use as opposed to a short and sweet URL that everyone’s understands how to use. They both accomplish the same thing.
Or better yet, have them send a text to you that autoresponds with a URL link to a landing page… that way you’re actually capturing the leads phone number!
Heather
Posted at 19:14h, 02 AprilNo one believes me… Total fad marketing. Why not just spend your money on a website that looks good on a mobile device and a website with good information and offers?
Lprooney
Posted at 04:13h, 03 AprilI think its just too new… We agents have to have them in place and they’ll catch on soon enough… I hope
Lprooney
Posted at 04:13h, 03 AprilI think its just too new… We agents have to have them in place and they’ll catch on soon enough… I hope
AspenEcoBroker
Posted at 04:51h, 03 AprilI think it’s a little too early to say that QR Codes are not worth the effort. With the rapidly evolving mobile market and technologies, the mainstream are just beginning to understand what QR Codes are and how to use them. I haven’t seen any amazing results from using them to date, but I do believe they provide a very efficient way to access information on a mobile device. Certainly better than tapping a long URL string, making mistakes, etc… I imagine their use will continue to grow over the coming year.
Braddog
Posted at 18:05h, 03 AprilTotally agree. The same goes for sign riders with short codes for texting to get more info on a property. Not worth the hype at all.
Sam DeBord, SeattleHome.com
Posted at 00:49h, 04 AprilI thought you guys would enjoy this–QR code tattoos. Has a tattoo ever been more lame and and had such a time-sensitive relevance at the same time?
http://bit.ly/hebKxj
Zvi Epner
Posted at 17:06h, 04 Aprilon our site, we have the qr code only show when the listing is printed, which makes fulfills its only purpose; to tie the print back to the interactive campaign. (you could also use it promotionally for hidden pages, contests)
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Debrah
Posted at 05:06h, 26 AprilYes, QR code is a very useful feature for real estate websites. It is a very convenient as it does’t take a lot of time to type urls in mobile phones. A picture with QR code may appear in newspapers, magazines, on signs or business cards.
Joe Cascio
Posted at 23:37h, 27 AprilI should have some data soon. I have about 20 RE agents using QR codes in the Mystic and E. Lyme, CT areas and will have 6 more offices coming online in Eastern CT and Southern RI area.
I did do a post on our alpha test of QR codes in the local newspaper here: http://goo.gl/hrX2B By the way, don’t bother scanning the codes as they’re all expired now. We got about 15-20 hits over all the codes, which I thought was pretty good for a nascent technology.
I totally agree that there is a lot of opinion and blustering about QR codes but precious little actual field data. As a technologist (I built the AdTraqr service), I do know that QR codes are a solid, generally applicable and very cheap to deploy technology. As any sober person will tell you, a rebound in the general economy and a flushing out of foreclosures and short-listings is what will really raise the RE industry, not QR codes. 🙂
But I believe QR codes, as well as RFID tags and Near-Field Communication (FNC) do have their place in the agent’s quiver and in many other areas of marketing and retailing and industry.
I’m disappointed that people feel the need to express a purely black or white opinion on QR codes. They’re not a panacea, for sure, but they do have utility and as more smart phones with scanners come online, we’ll see the results. It’s really too early, in my opinion, to tell what the impact will be. I’m staking my own time and money on this because it seems like a worthwhile opportunity. I wish people would give it a chance before trying to be the first one on the block to diss it.
Sam DeBord, SeattleHome.com
Posted at 17:04h, 28 AprilIt’s not that agents have a “black or white” opinion on QR codes’ viability, just on their present usefulness. We get inundated with sales pitches by vendors and advertising reps daily. We make a “profitable today or not” decision, and move on. If not, check back in a year. I’m not investing in the future of technology, just real estate sales.
Anonymous
Posted at 14:15h, 10 MayFirst of all QR codes on a web page are likely a waste of time. Nobody scans a web page.
The growth in the past 12 months is at over 800% so I’d say that learning to use these going to pay off as it grows and grows. Most QR scanners are Men and most earn over $50k yr. [see my post
http://thekencook.com/2011/05/ezqr/ ]
My tips are to use QR’s to direct to a video. Give value, show expertise. Use them for cards and flyers and get stickers for anything already printed. Signs are awesome IF the property gets walk-bys. Make sure that you have a useful mobile site or video to land on.
Keep using it. It’s still very small but growing like crazy and you don’t want to have to play catch-up like average agents. 12-24 months from now the smart phone will be in every pocket and the people that can qualify for mortgages will be the heaviest users.
Joe Segal
Posted at 02:38h, 16 SeptemberWe just got back some results of advertising in our local newspaper, and adding a QR code to open house listings insert in the sunday paper. We have never had much luck with getting people online from offline but this one surprised me.
We had 60 ads with the QR code, and ended up with 884 scans of the code, which is about 15 per listing. I think there might just be something there!
I dont have any info on if the people inquired on those listing since we sent it to a website that didnt force registration right away on property details page.