Last months NAR conference was noticable for lots of bad reasons. My good friend Matthew Ferrara put together a great video detailing his thoughts on the event, here are some of my lowlights (not in order):
1. Attendance was noticeably lower for the third year. I spoke to many vendors and without exception the feedback from the honest ones was ‘it’s dead’. I know of one company that had such a bad experience they immediately cancelled attending TriplePlay. If you want to know one reason (of many) less and less vendors are supporting trades shows see point 2.
2. Once again a significant number of Realtors (described by RISMedia CMO Allan Dalton as ‘trick or treaters’ because they spend all of their time walking from booth to booth, bag open, looking for free goodies) couldn’t help themselves and, like moths to a flame, buzzed around any booth that provided:
Stuffed animals
Silk scarfs
Toys
Anything to do with massage (you name the body part, it was serviced)
insert anything not related to real estate here…
3. David Hasselhoff.
4. QR codes. Everywhere! Everyone and their dog seemed to be offering QR codes and so to my main gripe – the complete lack of understanding about what a QR code is and how to use it.
Let’s first review what a QR code is – from Wikipedia:
A QR Code is a matrix barcode (or two-dimensional code), readable by QR scanners, mobile phones with a camera, and smartphones. The code consists of black modules arranged in a square pattern on white background. The information encoded can be text, URL or other data.
[]Created by Toyota subsidiary Denso-Wave in 1994, the QR code is one of the most popular types of two-dimensional barcodes. QR is the abbreviation for Quick Response, as the creator intended the code to allow its contents to be decoded at high speed.
A QR code looks like this:
But where do you use them? This is were it gets fun – they should be used on anything that isn’t online. A sign rider, a flyer even a business card are great examples – a Website is the worst possible example. A QR code (amongst other things) links a person to Web based content: using an application on your smart phone you can capture the QR image which will get you to a Website.
Why then, would anyone put a QR code on a Website? The blunt answer is ‘because they have absolutely no idea what a QR code is’ but I would never say that. A better answer is ‘You wouldn’t because a QR code on a Website serves no purpose.’ If someone is already looking at your Web based content and you want to link them to other Web based content then link to it with good old fashioned html!
Think about it for a moment; there you sit, looking at a single property Website via your desktop computer and you see a QR code. Now you have to go and get your smart phone, open up the QR app, take a photo and you then get to see…wait for it.. a Website! You are now simultaneously looking at content via your PC and mobile phone. A waste of time? Absolutely!
I recently read a blog post that stated:
“We are in the process of adding QR codes to our listing and agent websites. We do not plan to charge anything additional for this service. We will also offer a sign rider with the QR code for an added fee.”
I’m going to save you some time – adding QR codes to any type of Website:
1. demonstrates what you don’t know about technology
2. is a major inconvenience to anyone visiting your Website
3. will result in next to no activity
You can get QR codes (for physical, non Web based products) for free from Kaywa. Create one and print it multiple times onto some Avery labels. No cost, no sales pitch and no back door vendor pitch for another product.
As Public Enemy sings; “Don’t believe the hype!”
{ 30 comments… read them below or add one }
Thanks for the plug of our NAR recap video – hope people enjoy it. As for QR codes – I’m with you. What is the POINT of adding them to a WEB PAGE. Is someone going to whip out their smartphone to take a picture of their LAPTOP or TABLET screen? To get sent a copy of the listing info they are already looking at? HELLO??????
Of course, you and I both know why QR codes are being added to listings online: It’s because most agents don’t have a wireless tablet to show their listings to buyers. THEY ARE STILL PRINTING STUFF OUT and handing it to buyers at open houses like it’s 1980…. I wonder how QR codes will work on a dot-matrix printer… but I digress!
Keep up the great posts!
- MF
Thanks Matthew. Other things to consider:
1. people that don’t have a smart phone
2. people that don’t recognize SMS/texting and so have no hope of being able to leverage QR technology
3. the competing technology ‘Microsoft Tag’
Ah, but if it’s cool then we should buy it! We all have money to burn…
One use that you COULD use it for….on a website, is as a bookmark to a mobile device…
it’s not a completely stupid idea.
Hi Linda – I’m not entirely sure I understand your suggestion. Can you give me more detail?
So true…there seems to be more Canadians because our market is much better here but…the speakers with a few exceptions were the same old, same old….
Yes…I don’t get the hype about QR codes….I thought it was just me not jumping on another bandwagon.
Great post!
Richard
Thanks Richard
Interesting post and I agree with your QR comments. We implemented the Microsoft version of mobile codes at the start of this year for our agents to use on sign riders, fliers, personal promotion, and within our institutional advertising (open houses, magazine, etc.). In other words – anywhere we could bring print online. We do also use it on the screen of our television program to bring the consumer to a search results page of the listings shown in that day’s show. I’m a believer in the technology and it remains a point of difference in our market (central Indiana) for now, but it’s often misunderstood. If we could all just go back to the MLS books…
Hi Ryan – did you have much traffic via the TV based QR code?
Even though most may not have an understanding of how to use the technology, you didn’t explain the uses either. There are many reasons to use a QR code online as well as in print form for example:
As an address book input link to your complete and up to date contact information. or as a link to a youtube video.
Did you also know there is tracking software available that will allow you to track with greater accuracy the use patterns of your QR codes?
The point of your article scares and ridicule something that is far greater than even your oblivious understanding of the true use and value of this technology.
Please in future give complete examples that would represent a complete picture of your topic.
Hi Aaron,
I do provide examples (relative to real estate given that this is a blog focused on real estate marketing and single property Websites) specifically sign riders, flyers and business cards. In fact I blogged about a great use of QR codes only last month:
http://www.powersiteblog.com/2010/11/16/social-business-cards-in-action
When you say ‘link to a youtube video’ I’m assuming you mean a link that isn’t web based? If it is Web based then an html link is *far* more practical. Using a QR code on a Website to link to anything is using technology for technology’s sake.
I am aware of tracking software but again the post relates to use of QR codes on Websites esp single property Websites; many products, not least Google Analytics, provide significantly greater tracking data/reports than anything in the QR world.
The point of my article is not to scare or ridicule but to inform and to save people from wasting time and money on technology that won’t help them. QR codes do provide value but not to anyone in real estate via their Website(s).
Steve
Um … scanning them off a website is stupid, no kidding, but most people PRINT the websites to take into the field and then it is extremely useful to pull up the rest of the listing data. Of course it depends on the page is laid out, but it DOES MAKE SENSE AND WORK That’s why were in the field and your too smart for us … Sheeeeeeeez
Hi Henry,
Even with the example you give I’m still missing how using QR codes will save you time. I’m assuming you want to pull up the listing data via a mobile device? If that is the case isn’t it easier to just go straight to the source of the data? Why use an app on your phone to get there – it adds a step and no real value or am I missing something?
Steve
what if: I found a video I wanted to take with me on my phone. a barcode ONLINE would allow me to capture this information to my phone.
http://qrcodetracking.com/
Hi Aaron,
If you found the Video on a Website why not just go to that Website on your phone? Why add the QR step?
I looked at the Website you referenced and of note is the tag line on the homepage:
“Linking from the physical world has never been so easy.”
This is exactly my point in the post – linking from the non physical (Web) world is not what QR codes are for. They are for tangible products like signs and magazines.
Steve
Stephen,
I think you misunderstood the blog post. Perhaps my verbiage was not real clear … What we are doing is adding a QR Code GENERATOR to our website SERVICE. Putting the Codes directly on the website is pointless as you so aptly noted. I never thought for a minute that people would read that and think that the codes would be placed ON the website. They are used to drive traffic TO the website …
The service is to help our users drive traffic to their websites from print and or sign rider advertising. It will save them the trouble of using a 3rd party generator to create the codes. I will give you $100 if you don’t copy us for at least 2 years – and thanks for reading the blog.
-Amanda
PS — I am a bit offended that you think I am a moron – thought we were friends?
Hi Amanda,
I certainly don’t think you are a moron – you know I think the *exact opposite*
While there are many companies now touting the benefits of QR codes I referenced the comment on your blog only because it was the best example relative to our own business.
Part of the issue is how the benefits are being (mis)represented. We’ve had several calls from AgencyLogic clients asking if they can add a QR code to their single property Website. As a company we had a decision to make; do we give clients what they want or do we educate them. If we had opted for the former we could have made some money but I think in an unethical fashion. It also would have perpetuated the problem by:
1. adding an inconvenience to anyone trying to use the QR code on a single property Website,
2. adding valueless functionality,
3. demonstrating (I think somewhat ironically) the lack of technical knowledge by the Realtor marketing the home.
Another thought – if we add QR codes should we also add competing technology like Microsoft Tag?
I mentioned Matthew’s post but we are not the only two shouting “Stop the insanity!” Last month Stefan Swanepoel wrote a post about the NAR conference. In a section called ‘Largest and Most Annoying Buzz’ he explained:
“Unquestionably QR codes. I have been speaking and writing on tagging for about two years now, and obviously I think it’s important. But now it is also the most overrated and annoying product. In the last two weeks, I have also received more QR code spam emails and tweets than any other single product. Slow down everyone, it’s hot, but not the silver bullet to solve everything. Jeez!!”
The full post can be seen here: http://tinyurl.com/279snmz
The excitement about something new, especially technology, is…..nothing new. The thing is QR codes are essentially bar codes, a technology originating from the late 1940′s. Mobile makes this old technology seem new again but for me it’s more hype than value.
I know my post is sarcastic but that’s intentional – sometimes you have to be a little blunt to get people’s attention. While I get nothing out of pissing people off I do hope clients and readers of this blog get something of actual value; I hope to save their time (and therefore money) by helping them understand technology and to ultimately use it effectively. Realtors have enough things to spend their money on – let’s try and prevent them from wasting any more of it.
And I’ll have to pass on the $100 – lol!
I’m not anti-QR code and believe the technology provides value given certain caveats and when used properly. I expect us to roll out some type of QR functionality in 2011 but it will be for physical products only.
Steve who is still your friend
I’m totally with you on this one. Saw a blog yesterday where the agent had a whole string of listings in her e-signature in QR codes. No addresses, no nothing. Just a bunch of code. (Around 10 of them). Beats me who she thought they were of any value to.
In print media I get it. It gives the consumer the opportunity to visit a website with minimum amount of effort.
Online the only thing I can think of is possibly putting contact details in it for people to scan right into their mobile phone. Since I haven’t used the technology yet I don’t even know if that would work, I’m just throwing it out there. (As you can tell, I have been giving this some thought).
The other thing is that it is possible to “label” them with little icons to show what’s in the code. (An example would be a telephone to show it had contact details). Again, none of this has been totally thought through. Before I use any technology though I tend to watch and learn first. Up until now I haven’t gathered enough information, neither have I seen any reason to jump on this bandwagon.
Hi Denise.
Thank you for commenting in such detail
Adding contact info to your phone is one area where I see some value but like you I’ve never tried it. Detailing a link to a vcard (see my social business card, top right: http://follr.me/steve) does this easier via the Web but the assumption is you are sitting at your own PC when you do this.
As you suggest, more thought and use is needed but I think your icon suggestion is an excellent one.
Steve
Hey Steve, Just because of your article, I have taken to educating people. here is one use of a QR Code online, that most wouldn’t have thought of. If you yourself have not created a qr code for yourself to help ease others with inputting your contact information.
Send my all your contact info and I will create one for you.
Take a look at this client video and my use of a QR Code at the end. http://www.youtube.com/watch?v=vkBp_YXYp3A
opinions welcomed.
Hi Aaron,
I’ve never seen a QR code in a YouTube video so this is def a first
My first thought is that because of the way YouTube loads its videos the QR code is visible for a very short amount of time – certainly not enough time to grab your smart phone but then there is always the YouTube pause button and video replay option.
I’m on the fence about using a QR code to get contact info on your phone. I def see the benefit but am not sure it’s the easiest way to achieve the objective. Technology is great but only if it achieves all of the following:
1. it works consistently
2. it improves a process
3. it is better than competitive/comparable technology
QR codes tick 1. but I’m not entirely convinced about 2. and 3. and it’s the last that I think makes this example fail.
QR codes can be used by people who:
1. have a smart phone
2. have a QR app installed
3. now what QR codes are
The future is bright for smart phones (http://tinyurl.com/yagox6e) and therefore QR codes but we are not there yet.
As a business owner I look at this (or any other) video and assume there are objectives (plural) – the primary one has to be getting the viewer to contact me or at least to visit my Website for further information. Peter does provide his telephone number but not a URL which might be because he doesn’t have a Website. If that is the case I think building a Website/blog and detailing the URL will result in more traffic, either Web or lead based, vs adding a QR code to the Website. At lot of assumption here on my part I admit which is always dangerous
Steve
Saw this as I was browsing questions about possibly using QR codes without the white background for some advertisements I’m working on.
As other people have touched on, many people might print the page out, or they can bookmark it with a QR reader. In this day and age, smart phones are becoming more and more popular and a “must have” for people across the world. It’s safe to assume a large percentage of people have them. What you fail to realize, is that by having a QR scan code on your website, you can scan it and send a text or make a phone call directly from that scan…
There is more than just one use to a QR code. With one scan, you can add their phone number/call/text them, visit their website, and add their contact info into your contacts if you wish.
Hi Elisa,
I abs agree there is more than one use to a QR code but before it really reaches the usage levels seen outside the US there are some hurdles:
1. I don’t agree with the assumption that ‘a large percentage of people have [smart phones]‘. They are a ‘must have’ but we are a long way from the majority of people actually having them.
2. US mobile technology has always lagged the rest of the world. The gap is getting smaller but not particularly quickly. Many people (esp in the real estate industry) don’t know what texting is let alone QR codes.
3. Competing technology (Microsoft’s Tag, StickyBits, Kooaba, JagTag and I expect many more to come) will make the adoption landscape interesting.
Yes there are several ways to use QR codes but the question isn’t necessarily *can* they be used online, I think it’s *should* they be used online? Are there more effective ways to achieve the same objective? Is there technology that is easier? I think, esp online, the answer is yes to the latter questions. Despite the current buzz (hype?) QR technology is old, 16 years old, so is far from a new thing.
I do think we can learn a lot about mobile technology by looking overseas – we can see what is coming to the US. That activity suggests QR codes will be a bigger thing but we are a long, long way from mass adoption and so I think efforts can be better spent on other marketing mechanisms.
Steve
Using them online is indeed stupid. But using them to take the viewer to a bit.ly URL makes them trackable. Put them an yard signs, flyers, business cards, or any other analog media.
Jim,
They certainly can be useful to the informed and equipped on the media you mentioned; however, I think that for those that want to quickly and accurately share contact information with the smart phone crowd, there’s nothing wrong with displaying a QR Code containing contact info on line … just don’t send me to a server to get the data; include it in the QR code itself.
The one thing that I’m still finding humorous is the use of QR Codes that send the visitor to a site that’s not mobilized. Now that’s missing the mark!
I add QR codes on flyers that I put in a brochure box on post signs. That way, when someone drives by or a neighbor picks one up, they can easily go and see extra photos of the house which is what consumers want to see anyway. Make it easy for them.
So I have a small QR code with a caption that says “scan to see more photos.” Sellers get this idea and appreciate the fact I (their agent) am working to give their home as much exposure as possible.
These are so easy and free, using goo.gl to shorten your link and generate a QR code. Then link to a page with extra photos and it might just set you apart from the other 176 agents farming your ideal community!
I have a QR code on my website…and it takes people to a Vcard so they can add my contact info right to their mobile contacts. I think you forgot what a QR code is capable of.
Hi Chris,
I agree that particular use of QR codes has some merit but it’s rare to see them used in that fashion.
Personally I’d rather just download the Vcard to my desktop and then add it to Outlook. Outlook automatically syncs with my mobile phone contacts making this a far easier and quicker way to achieve the same thing.
Steve
I’m embarrassed by #2 and appreciate the laugh about #4. While I’ve done a lot of looking into using QR codes for my real estate business, I’m not 100% ready to move on them yet. At least I understand the concept and use.
I enjoyed reading your comments about the QR Codes. However, if I use them on my web site it is for quickly accessing my e-mail from their smartphone so that they can contact me via their smartphone (just a bit of convenience) and the younger crowd does love their techie toys and such.
I also include the QR Code on the back of my business card that gives them access to my contact info online. Yes, they can actually manually enter my phone number in their phone or manually enter my e-mail address but then we’ve become a “click” society and why not make it easier for them to contact me.
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