I received some unconstructive comments when I blogged about ‘The Quite Ridiculous Use of QR Codes‘ last year.

The post was syndicated and referenced and linked to; almost to a person the nay-sayers missed my point: I’m not anti QR codes, I’m anti using technology for technology’s sake.

Let me be clear; QR code technology is great. But…if the end result can be achieved quicker and simpler some other way then it’s using technology for technology’s sake. As a consumer yes I will be impressed with a REALTOR that uses technology but my opinion will change quickly (and negatively) if I end up realizing my time has been wasted. QR codes have a very real tendency to do exactly that if used incorrectly.

We should not, now or ever, get caught up in trying to use technology to replace any or all parts of a sales or marketing process without a specific objective in mind. It is and always will be about how to use technology effectively. Technology is simply a tool and that’s true for every person and company not just REALTORS and the real estate industry.

One of many examples referenced in my original post is putting QR codes on Websites. Another peeve is the ‘Find Me On Facebook’ graphic that is everywhere and assumes the Facebook search engine will actually help me find you or your company (highly unlikely). And finally there is the collective misuse of ‘social’ marketing.

And so to the following video from Scott Stratten of Unmarketing.com.

Scott describes why he thinks real estate agents need to stop misusing social media, QR codes and advertising. I warn you; he’s critical. But while his comments are blunt there are many truths to consider. Criticism is good if it’s constructive and there is a lot of constructive criticism here. You might not agree with everything Scott has to say but I do hope his views make you think. He might even save you some time and money! (And sorry for the audio lag in places)