BAM Key Details: 

  • Nick Miaritis, EVP at VaynerMedia, posted a Reel on the use of QR codes in marketing materials, specifically a Coinbase commercial during last year’s Super Bowl.
  • He provides three recommendations to maximize the effectiveness of QR codes, all of which are just as relevant to marketing for real estate agents.
  • BAM offers 12 creative ways real estate agents can use QR codes in their marketing. 

Last year, Coinbase caught the marketing world’s attention with a colorful, bouncing QR code in its Super Bowl commercial. The ad was so effective that it caused the app to crash shortly after. 

Now, with Super Bowl LVII just days away, VaynerMedia is waiting to see how many brands will use QR codes in their Super Bowl ads this year. 

In a Reel posted earlier this week, Nick Miaritis, EVP at VaynerMedia, explained his concerns about how brands might use QR codes in a way that completely defeats their purpose—much as some have already done with URLs and hashtags. 

He also provided a few quick recommendations for anyone planning to use QR codes in their marketing this year. That includes real estate agents like you. 

To help, we’ve identified 12 ways agents can use QR codes to attract more clients. 

Three recommendations from VaynerMedia

In the Reel, Miaritis shared three recommendations for anyone planning to use QR codes:

  1. Make it part of the story—Your QR code shouldn’t just pop up with no explanation as to why it’s there or what it leads to. Mention the QR code and make it clear to your audience why they should scan it and what they’ll miss out on if they don’t.  
  2. Keep it up on the screen the whole time—After all, you want your audience to have enough time to get their phones out, open the camera app, and scan your QR code before it disappears. So, make it visible from the start and keep it there until the end. (If it’s on a printed page instead of a screen, make it prominent.)
  3. Give your audience something spectacular on the other side—Overusing QR codes is worse than not using them at all. Don’t waste your audience’s time with codes that leave them yawning. Give them something that makes them want to scan it again. 

So, how can you implement QR codes into your real estate marketing? Keep reading for some inspiration!

12 Creative ways agents can use QR codes in marketing

We found 12 creative ways agents like you can use QR codes to draw your audience into a more memorable experience with your brand. With each one, you’ll want to keep Miaritis’s three recommendations in mind. 

#1—Property listings

QR codes in property listings could provide interested buyers with more detailed information about the home, including a virtual tour of the property or an interactive floor plan. 

If listing videos are your style, you can have the QR code take the place of the agent, bopping from room to room as it gives a ‘tour’ of the property. 

You can also use QR codes to invite potential buyers to your website to download free buyer resources and add their names to a drawing for a VIP tour of the property. 

#2—Marketing materials

QR codes on business cards and in brochures, flyers, and other marketing materials can direct potential clients to your website, web pages for specific listings, or other relevant and helpful information. 

You can also use QR codes to invite potential clients to download a free guide you’ve created to help them with the process of buying or selling a home—or shopping for a mortgage lender. 

#3—Open house signs

QR codes on open house signs give prospective buyers an easy way to access more information about the property, contact the seller’s agent with questions, or schedule a viewing. 

You can even use QR codes to provide a virtual guided tour of the home, ending with an invitation to schedule an in-person viewing with a special VIP gift: something you choose that they’re likely to find helpful as potential home buyers. 

#4—Virtual tours

Within a virtual tour, you can place QR codes at strategic locations throughout the home to provide potential buyers with more detailed information about specific features and selling points. 

Or, you can position QR codes for interactive floor plans. Viewers can save these to their devices and refer to them later on to get measurements for specific rooms or details on any major appliances, heating, and cooling systems that come with the property.  

#5—Direct mail campaigns

Add QR codes to your direct mail materials to give potential clients a quick and easy way to access specific property listings, open house information with floor plans, agent details, and other relevant information likely to be of interest to them. 

QR codes can also make it easier for your prospects to get a hold of you, watch a short introduction video, access special offers, and set up an appointment. 

#6—Social media

Use QR codes in your social media content to drive traffic to your profile page, to your website, or to a web page with details on a specific property listing. 

Don’t forget to track and measure engagement metrics for the QR codes you share to see how many interact with each code and how many visitors to your website (or to the property listing, etc.) used one of your QR codes to get there. 

#7—Virtual staging

Floor plans don’t have to stop at basic details (room dimensions, flooring, windows). Consider adding QR codes for virtual staging to allow potential buyers to visualize how that room might look with furniture and decor. 

Keep it simple and tasteful to make it easier for potential buyers to see just how good each space could look—and to make it easier for them to visualize their own furniture in it. 

#8—Augmented reality property tours

You can even make the virtual staging more customizable by giving potential buyers an augmented reality tour where they virtually add specific furniture and decor items from a menu of options to a space in your seller’s home using your QR code. 

Buyers who love this will likely remember the agent who made this technology available to them. And they’re more likely to recommend you to anyone they know who’s planning to sell their home, especially if their experience with you as a buyer agent is a positive one. 

#9—Virtual reality open house

Potential buyers who aren’t able to physically tour your seller’s home might jump at the chance to attend an immersive virtual open house using your QR code. 

Make the tour as informative and entertaining as possible to reward those curious enough to scan the code. And don’t forget to make it easy for them to get a hold of you and schedule an in-person tour. 

#10—Video testimonials

If you’re sharing video testimonials from satisfied clients, add a QR code to provide potential buyers with a more detailed inside look at your experience and expertise as an agent, including details on other properties you’ve sold. 

Prospective seller clients want to know that you’ve sold homes like theirs and managed to get other sellers a price that exceeded their expectations. Potential buyers want to know you have a proven track record of helping other buyers in your area save money on their dream homes. 

#11—Social media challenges

Use QR codes to invite your social media followers to access exclusive offers or an inside look at property information—or to win prizes! 

Whatever is on the other side of that QR code, make it well worth their time. Leave them with a feeling that, if they hadn’t scanned the code, they would have missed out on something huge.

#12—Scavenger hunts

Another fun way to use QR codes is to host a scavenger hunt, inviting participants to use codes you’ve placed in strategic locations to provide information about properties and to have the QR code user’s name added to a drawing for a prize. 

The invitation QR code should send the clear message that participants who take the time to join the hunt will be amply rewarded for it. 

Where to begin?

Make a short list of the options that appeal to you most—either because you’ve had a good experience with someone else’s similar use of a QR code or because it looks like one of the easier ways to get started. It’s not a crime to try the most accessible ideas first. 

Jot down some of your own ideas for making your first foray into QR codes fit with your own unique brand. 

Add some of your personality to give the content on the other end a more personal feel. 

However you use QR codes for the first time—and for the rest of this year—keep VaynerMedia’s three recommendations in mind to get the best results from your marketing efforts.