One piece of technology that the real estate development industry seems to have really latched onto is the QR, or Quick Response, code.
When it comes to print pieces for our clients, we’re being asked to include QR codes on practically everything – ads, brochures, direct mails. I’m thrilled to see this tool being embraced. Now, if only I could push the real estate teams we’re working with a little but further and get them to use these QR codes as more than just another means to access a project’s website. Imagine the possibilities!
The show suite seems like an obvious place to start. You could use QR codes in your show home suite, on the furniture or on the upgrades, and link them to videos featuring these pieces being made.
Because media and marketing are moving ever closer to the technologies that feature (and often reward) user engagement and user creation, these innovative types of input/output mechanisms are directly leading us into a new era of active communication branding. So, let’s get active, let’s be engaged, and let’s reward our homebuyers with useful “point & know” information.
For further inspiration, here are some fabulous QR code campaign examples, courtesy of trendwatching.com.
• In September 2011, Ralph Lauren introduced customized QR codes in its stores, featuring the retailer’s signature polo player logo. By scanning them, customers could win tickets to the US Open tennis tournament or purchase products on the Ralph Lauren M-Commerce site.
• Canadian shoe designer John Fluevog’s ‘Ask Clogs’ collection incorporates QR codes into the sole of each shoe. The codes links to a video of that specific item being produced – from the first stages of manufacturing to in-store.
• Open during October 2011, The eBay Inspiration Shop in New York was the result of a collaboration between marketplace website eBay, US designer Jonathan Adler and a selection of ‘tastemakers’ such as celebrities, editors, bloggers and stylists. The virtual storefront displayed a range of electronic, fashion and automotive products, and to purchase items instantly, shoppers had to download eBay’s mobile application and scan a QR code.
Are you looking to include QR codes on your real estate marketing collateral? Contact me, and let’s talk.