QR codes provide a great marketing opportunity for home builders.  While tech savvy real estate agents have already jumped on the QR Code bandwagon, builders have been a bit slower to adopt the new technology.  Home builders shouldn’t shy away from the technology, though, as it has a lot to offer.  QR codes can increase engagement, record impressions, and provide valuable data to potential buyers. But before we jump into the best uses of QR codes, let’s review the technology itself.

A QR Code leading to Red Rocket LA

“QR code” is shorthand for “Quick Response Code,” and even if you don’t recognize the name, you have probably seen them around. They look something like this – - – - >

QR codes are simply a new way to store information as a graphic, much like a bar code (or an alphabet, for that matter).  Typically, these codes are used to store the information required to make a hyperlink, allowing them to point smart phones to a specific webpage. In fact, you can think of them as real world “links” for smart phones.

Why should Home builders use QR codes?

We know that when a new housing development is being constructed, many people are curious about the new homes in the area. Typically, home builders have provided signs with a picture, a small description, and contact information for the benefit of homebuyers and neighbors alike. However, times have changed. Since the mass adoption of smart phones, many consumers expect information to be immediately accessible.  A simple telephone number will no longer cut it.

Instead of seeing QR codes as just another hoop to jump through, the smart home builder will think of them as an opportunity to provide high quality, engaging information that will keep a development at the top of the prospective buyer’s list.

A QR Code display sign from Marcraft Homes

What information can Home Builders provide with a QR code?

Here are 7 ways QR codes can help home builders:

1)   Welcome Video – by recording a short video, builders have the opportunity to create a personal message to prospective buyers that offers a human side to your development. Videos are great for establishing a first impression of what it will be like to live in the community.

2)   Map of the Area – if likely buyers are unfamiliar with the area, consider creating a simple map of the area that highlights attractions.

3)   Coupons – by partnering with local businesses, home builders can encourage potential buyers to sit down and have a cup of coffee in the area, giving them the opportunity to imagine living in the neighborhood.

4)   Listing information, including building plans, floor plans, amenities and pricing.

5)   Links to the websites of local schools and community centers.

6)   Registration for a walk through or open house.

7)   Photo galleries

Potentially, builders could create a unique micro site for each of the above categories, or they could make one large website that covers several topics. Whatever you do, be sure to optimize everything for mobile. That means no flash sites!

QR Codes Sound Great, But How do I Get Started?

Here is a basic overview of the QR code process:

First, create your destination sites, and make sure they are optimized for mobile browsing.  Then, use a QR code generator to create the codes for the destination sites. Next, use a smart phone and download a QR code reader to test your codes.  You’ll want to print out your codes at different sizes and test them from various distances.  Finally, incorporate your codes on your signs, business cards, fliers, or other promotional materials.

For more detailed instructions, check out Builder Project’s guide to QR codes and tech savvy agent’s 5 best ways to use QR codes in real estate.

Additional Resources:

Vyoo.it is a service designed specifically for mobile real estate listings. It even automatically generates a QR Code.

Goo.gl will turn any URL into a QR Code, and will help you scan the number of codes tracked (just add .qr at the end of the short code!)

Zxing Project free QR code generator

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Would you feel uncomfortable if your kid’s little league team was sponsored by Ford?  What about Coke?

Earlier this week, TechCrunch posted an article about Apparel Media, a new startup that acts as an intermediary between large brands and small organizations that could use some extra funding for their apparel.   Big Brands looking to go local can chose specific customer demographics and locally target down to specific zip codes.  Small organizations like little leagues, college intramural teams, and community groups can get discounts on their team apparel between 20%-80% off, according to the company website.  So everyone wins, right?

I’m not so sure. On one hand I have to hand it to Apparel Media; they came up with an exceptional idea and seem to be executing it quite well. Other start-ups should take note at how they successfully intertwined the physical and digital – without relying on smart phones to do the heavy lifting.  So, kudos to Apparel Media.

On the other hand, I’m a bit worried about the long-term consequences that could result from this technology.  My first fear is that this service could slowly erode our sense of community.   Apparel Media’s “core strengths” page says explicitly that they “build relationships by weaving your brand into the fabric of local communities,” but is this something we really want?  I’ll concede that Coca Cola is definitely part of the fabric of Atlanta, but something tells me they’re already sponsoring local teams.

Despite their claims, I’d argue that this technology unwinds the “fabric of community” while the brands are weaved in. Consider the example of a collegiate ultimate Frisbee team that wants to raise money. Without this program, they are forced to go out and engage with fellow student groups and possibly small businesses in the area. If Apparel Media takes off, they might only have to log in, pick up a Honda sponsorship, and cover the remaining costs themselves. Granted, this will be convenient for a bunch of lazy college kids, but possibly bad for the social fabric of the institution.

Another fear is the gradual incursion of big brand messaging into our most commonplace spaces. Naomi Klein writes about this problem in her work “No Logo,” specifically in the “no space” portion.  Although I think Klein’s work can be overstated, it does give me pause that Coke can now sponsor a T-ball game.  Many readers may think, “well, if the parents don’t like it, they don’t have to use it,” but in an era when many schools are cutting athletic funding, parents may not have a choice.

I’ll certainly be following this company, and I’d love to hear what you all have to say on the issue. Please leave your comments below, or drop by our Facebook Page.

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