QR CODES:What are they?

Why do I need one?

San Luis Obispo Association of Realtors

Brown Bag Education Series

July 13, 2011

What is a QR code?

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• QR is short for Quick Response

• It is a 2-d barcode that can be scanned by your iPhone, Android or other camera-enabled smartphone.

•Common in Japan where it was created, the QR code is one of the most popular types of 2-D barcodes. It was designed to allow its contents to be decodes at high speed.

• The code gives your phone instructions, such as to automatically launch your web browser and take you to a specific location or function.

How does the cell phone read the QR code?

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• The cell phone needs a QR code reader, which uses the phone’s camera lens to scan the code.

• It takes literally one minute for someone with an iPhone or Android phone to find and install the reader.

• Some QR reader apps are: Optiscan, QuickMark QR Code Reader 4, QR App, NeoReader

How do you generate a code?

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• You can easily generate a QR code using a site like Kaywa.com or you can use the Open Source code to generate codes for you if you have a smart developer on hand.

• Google also has a tool — see our separate article about that: Close-Up With Google’s New QR Code Generator.

What is a QR code good for?

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• Allows users to quickly link to digital content on the web; activate a number of phone functions including email, IM and SMS; and connect the mobile device to a web browser (mobile site links).

• What you are really doing is expediting a connection to more content, thus the name Quick Response. Immediate solutions to an immediate need.

•Allows for more link management and tracking.

U.S. Statistics, May 2011

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Based on a recent internet poll of 1000 consumers:

• 52% of people have heard of QR codes• 28% have scanned a QR code with their mobile device• 1% of people scan a QR code daily• 6% scan a QR code monthly• 48% of people have seen a QR code in a magazine ad• 62% of QR codes lead users to a website, 30% get a coupon• 6% of QR code users say a scan led to a purchase of product or service• 64% of QR code scanners are women• 87% of QR code scanners expect to get more information

Stats Specific To Real Estate Professionals

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• 92% of homebuyers used the Internet as an information source

• 66% of Internet homebuyers drove by or viewed a home they saw online

• 41% of buyers first found their home on the Internet

• 39% of FSBOs used the Internet to help sell their home

• 70% of consumers choose the first company that gets back to them.

• 75% of internet leads generated were lost because the consumer did not get a

timely response, if any response. 2010 NAR Profile of Homebuyers and Sellers, Item #186-45-10

Beware of The Hype

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Someone drives by a home with your for sale sign on it.

They stop…They get out of the car…take out their cell phone…scan the QR code…

…wait for it to process and then are sent to the real estate company’s home page.

At the very least the code should have given open-house information, a video, or connected the user to the agent.

Beware of The Hype

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Realtors® wishing to be perceived as “tech savvy” are plastering them on everything they can, but rarely doing anything more than linking back to a website that would be just as easily, and more broadly reached via a shortened URL.

New technology applied to an old tool does not make a new tool.

Beware of The Hype

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Beware of The Hype

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I HOPE we’re much smarter about the potential of QR codes.Using a QR Code is not about printing it and enticing consumers to scan the code. The full potential can only be maximized when we make an effort to engage the consumers effectively after they scan the code. It is a waste of time (and money) to create and print a QR Code just so that people could click to a website that is not even mobile-phone-friendly. That isn't the point. It isn't any different from just printing the URL instead of the QR Code.

QR Codes In Action

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Lacoste

By using QR codes in shop windows, Lacoste sent users to a classic bat and ball arcade game on their mobile devices, with the bait of a 15% immediate discount for those who chose to register at the end.

Posted 08 July 2011 11:03am by Graham Charlton

QR Codes In Action

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Recipe Food & Beverage Marketing

Each Wednesday, Recipe holds a wine tasting that is also a virtual event. By scanning the QR code on the cocktail napkin that is used at all tasting events, tasters were directed to the Facebook wine blog and encouraged to leave tasting notes and automatically entered to win a free bottle of wine.

What else should I know or consider?

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• Think of a QR code as an ad. An ad without pictures and words. Here is the key to the QR codes success.

1. Present the QR code in a place and fashion that makes me want to get more information.

2. Ask me to scan the code.3. Tell me what additional information or experience I will get from scanning the QR code.

4. Make the effort worth it. In other words, do not simply give me the same information again. I don’t want a QR code to take me to a website home page, when I could have simply entered the website. Add value. Add an experience. Get me to the core of what I want/need to know directly.

What else should I know or consider?

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• Think of a QR code as an ad. An ad without pictures and words. Here is the key to the QR codes success.

5. Do not let the QR code replace any messaging you need to have in the ad, flyer, listing. It is supportive, and in addition to.

6. Seriously consider using video.7. Finally, tell me what to do next once I scan the code. Give a very clear call to action.

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• The best marketing is experience-based. It reflects those strategies and practices that you...and people like you...apply successfully to attract prospects.

“If you are going to employ the use of QR codes, make it worth the effort. Remember what QR stands for…QUICK and RESPONSE”, says Frank Scotti, chief innovation officer at Whizbang.

What else should I know or consider?

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• Consider the application where the QR code is used.

• Ask yourself this one question: Does this QR code add value?

• The entire intent, purpose and desire of social media is to connect, inform and involve and lead your client to a desired action (call, refer, list, buy, etc…).

A QR code is no different.

What else should I know or consider?

End of Presentation

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Thanks for your time!©2011 Frank Scotti, CIO, Whizbang