Last friday during a long drive to lunch, a debate around QR codes waged on Twitter.
I couldn’t join in the midst of the fray, since I value my life a whole heck of a lot more than I do QR codes. But when I got to a place where I could read the string of comments going back and forth, I weighed in. I felt compelled. I’m drawn the the QR code debate like a moth to flame. Simply put, I just don’t see what all of the QR code excitement is about.
Later that day, a question was posted on the Tech Support Group For Real Estate Agents about QR codes and I was sucked in again. This time, the conversation turned to why the proponents were using them if such a small percentage of them were actually being scanned. The universal response by the real estate agents was along the line of, “it serves the purpose of being something a little different.”
My respons was this: I’m NOT saying they are going away or should. What I AM saying is that most of the uses I’ve seen in real estate are pointless. They are just replacing a URL. That’s not a good use case for me. Give me a bonus for going out of my way to scan your QR code. Tell me what it’s going to be… other houses like this one in the neighborhood with directions for example… but tell me that’s what I’m going to get. Do something of value that makes it worth my time.
Why should you use a QR code. To be different is not good enough for me. If you’re going to get me to use it and be happy about it, make it worth my time. Make it about me, not about you. Too much focus in on the “perceived” benefit to the agent. As illustrated by what another agent chimed in with later; “QR Codes will be great if it allows us to capture the prospects’ cell phone info so we can mobile drip marketing them. :-)” As a consumer, that really makes me want to scan a QR code.
Being different is not the same thing as doing something that truly differentiates.
As always, good perspective. I’m not going to weigh-in on whether or not QR codes alone are useful, but just mention that they are another tool – just like a website, blog, Facebook page, Twitter, etc. Any of these tools when used alone and in isolation will not help your business. However, when these tools are part of business strategy, then they can add value. People need to quit looking at all of these tools, including QR codes, as solutions, and instead look at these products as tools to help them implement a business strategy.
By the way, I couldn’t agree more about focusing on the benefits to the user and not yourself. It’s something all of us product developers should take to heart, too.
“People need to quit looking at all of these tools, including QR codes, as solutions, and instead look at these products as tools to help them implement a business strategy.” And therein lies the key. A tool can’t differentiate you. How you put a tool to use for the benefit of your clients can.
I see QR codes even on agent’s office doors… some times real estate agents remind me TGI Friday’s waiters with all the different flares on their vest/shirts – the more the merrier. I already shared with some agents my thoughts on QR codes, and if it were up to me, I would use QR codes to link to more specific information on a particular property that would provide more details then any website – with floor plans, tax records, sales history and every single detail about the house. The person is already there by the sign – they don’t want to see your website or a location map – they want to know everything about this property. A list of similar properties in the neighborhood would be a plus as well.
Thanks for the tip! Ding, dong!
I totally agree Jeff. Last year I wrote a post called “The Quite Ridiculous Use of QR Codes” and detailed many reasons why having them on a Website ultimately proved how much an agent didn’t know about technology. It seems that criticizing QR codes is almost as dangerous as going public on your faith or political opinions…
I reposted the article on ActiveRain a couple of weeks ago – I left it that long because I wasn’t sure I was brave/stupid enough to again criticize the technology to such a focused audience. The response was rapid.
I’m pro QR code yet it’s a technology before it’s time. Don;t believe the hype!
I wrote this back in October of last year and I still stand by it:
The Curious Case of the Real Estate QR Code.
I think your point on making it worth your time is the key. If it’s just taking me to the front end of yet another agent website (particularly one that’s a bad template franchise type)…you’ve lost me already.
I think what soured me to the QR code was the dearth of posts about them in the real estate world and the lack of any real meat to the subject. Just “hey look at me, I use technology” posts intended to make consumers think somehow because you put a computerized ink blot on a sign, it somehow made you a better real estate agent.
I’ll be the first to admit I missed the boat when it arrives and leaves me standing on the dock, but for now I’m not convinced that I’m seeing anything worth checking out.
My objective is not to get people to stop using QR codes. There isn’t anything innately wrong with them. There also isn’t anything innately right with them. They are neutral, until someone uses them. It’s not the code that’s the issue.
The day your objective is to get people to stop toying, tinkering, and experimenting with technology is the day I turn in my MacBook for a Dell. (“Dude, I’m not getting a Dell.”)
Amen, brother! No Dells! 🙂
PS Keep pushing Amber on Twitter – she wants to wrap her head around it, but she needs a guide.
Jeff I think that so many times people are looking for the next cutting edge technology piece that they stop to look at the actual value it provides and jump right onto the bleeding edge.
If we did a lot of print marketing, I’d use them.
But putting QR code on a web site baffles me. While it differentiates you, IMHO it also makes you look like you don’t understand how to use the right tool for the job.
Make it a text link, or a graphic link (Click Here!) so you know what it is. Otherwise it just looks a zebra stripe which has been through rehab.
When the only tool you have is a hammer, every problem looks like a nail.
Ira Serkes … putting the I in Luddite
Great article and great points in the article. I’m wondering if the value lies more in a QR code on a house sign giving the “lookers” and yes, the neighbors, information at their fingertips since so often flyer boxes sit empty? Just a thought from a consumer’s point of view.
After all of the debate, I’m actually using a QR code for the first time this week, as a link to the virtual tour on a listing flyer, allowing a reader to pop right into the tour on their phone instead of typing in a cumbersome web address.
It will be interesting to see if this particular tour gets a higher rate of traffic.
I look forward to seeing your results. A good comparison test would be to use an intelligent short url on another flyer to see how that works as well.
Jeff it’s not the solution or the end all…it’s just another tool. One of many and when you’re in the streets selling real estate for a living you need to explore and try everything available to give your seller the competitive edge. So it’s one of many many tools we use to, yes differentiate ourselves and yes to make our listing stand out a bit and to hopefully get more activity for our clients. The hype… I’m not buying into it and I don’t think I have false expectations what so ever.
Monika, I absolutely know that you don’t buy the hype or have false expectations. I love the process of experimentation. But experimentation is not how this has been presented by many vendors and tech speakers. It’s been hype, pure and simple. Luckily, people like you will sift the wheat from the chaff and we’ll all be better for you having done so.
I just had a mini-debate this afternoon with my own marketing team. They came in my office and asked me if I had seen that the competition was using QR codes in their print ads. I had, and had tested it and saw that it just went to their main site… they were simply using it to try and track effectiveness. It wasn’t designed to benefit the consumer at all.
Here’s how I think they should be used (in new construction decorated models)… “Want to download all the paint colors in this house sorted by room? Snap this.”
“Want detailed product information on this designer faucet or review all your options? Snap this.”
Until we can offer something unique and valuable with the content the user arrives to – I’m just not sold on it. I’ve learned a lot from Apple and how they continue to opt out of “must have” features in favor of the best overall result. They always get told that it’s a bad idea (“What do you mean NO CD-ROM drive?!)… and then they (usually) win.
Perfect! That’s exactly to my point. Give me a reason and make it about me, not about you, your metrics or your desire to be seen as tech savvy. That to me is a winning combination for any kind of marketing, but especially as it relates to QR codes. Thank you for some good examples.
I Don’t Hate QR Codes | Jeff Turner good point there bud