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The QR Code is Dead - A Briefing for Independent Estate Agents

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If there’s one thing we know about us Brits, it’s that we love our property. With the issue nothing short of a national obsession, it’s no surprise that Estate Agents large and small have invested heavily in all things digital to keep pace with changing consumer behaviour. Digital has well and truly disrupted the way we buy, sell and rent homes.

We’re not just flocking to our laptop or PC to browse for homes, though – today’s house-hunter is more mobile than ever before. In fact, research by property company Rightmove earlier this year revealed that smartphones and tablets account for an impressive 40% of page views, and drive up site traffic by 27%.

With property-seekers going mobile (a trend that, no doubt, will continue to skyrocket), what’s next for Estate Agents? We think that Augmented Reality (AR) is set to have a real impact on the property market, enabling companies to gain a unique competitive advantage in an increasingly heated market – and all while providing a valuable experience for the end-user. In fact this shift is already well under way with the more enlightened and innovative businesses in the sector.

As anyone who has gone through the process of buying a property will know, access to information is everything. With the move to mobile, having the right information at your finger tips at the right time is a real value-add for the consumer. It’s perhaps why QR codes were so keenly adopted within the sector as a short cut to an agent’s website and property details in the past. Unfortunately the act of scanning QR codes and poorly optimised webpages for mobile meant that the user experience was far from perfect. (A case of right idea wrong execution).

With AR technology it's now a different story. With easy-to-scan codes and tailor-made experiences that deliver the content you need  instantly: be that floor plans, additional photos of the property, video tour, street map, the agent’s contact details saved direct to your device or open days as calendar reminder.

As an Agent it means that all your marketing becomes a multimedia portal transforming print materials into an interactive wonderland, helping your window displays, for sale boards and business cards all work harder for you delivering greater engagement and dwell time. And all at the most affordable price on the market.

Estate Agents like Spicerhaart and Felicity J Lord have brought Augmented Reality to their signage and magazines, giving readers access to details like floor plans, complete and up-to-date specifications and the opportunity to connect with agents directly.

Regional newspaper advertising remains a really important avenue for estate agents to secure instructions, but now with the ability to join together print with Augmented Reality embedded into the newspaper advertising , agents can open up a truly interactive experience for potential buyers.

The property market is one that has already seen extraordinary disruption with the likes of Zoopla and Right Move changing the dynamics of search and advertising forever. Augmented reality offers another digital utility mobilising the physical world of Estate Agents marketing mix to benefit end users. With the benefits the Augmented Reality solution brings to the market we’re delighted to be pioneering this exciting new opportunity for local independent Estate Agents.

 

BeeAppy Limited is an Ipswich based ‘Out of Home’ advertising business. We offer a content management service based on the Zappar Augmented Reality platform.

Blog posted from Suffolk IP2, UK View larger map

Ian Bacon is Managing Director of BeeAppy Ltd an Ipswich based business offering promotional activities based around the quirky Piaggio Ape 3 wheeler moped.


 


 

Comments

  • Ruth Cheesley
    Ruth Cheesley Monday, 27 July 2015

    I'm fascinated by AR and I'm sure it will be a big thing, but until it works without the need to download a specific application to engage with AR I can't see it catching on. We considered it for our company marketing materials but we found we couldn't communicate our message clearly enough because it was clouded by 'Download this 3rd party app' which confused consumers - they thought we were supplying and promoting that 3rd party app.

    Definitely interested to see where it goes though!

  • Guest
    Ian Bacon Monday, 27 July 2015

    Hi Ruth ..... You are right, at the moment there is a need to download an App in all instances of Augmented Reality used within advertising. There needs to be a 'call to action' within the ad to download the App. Some Apps are 'hidden' - so how does a viewer know to scan the ad/poster etc. It is something however that finds favour with a younger audience - at the moment we are concentrating on two age groups - the 18-25 'student/clubbing' sector, and the 'young professional'. Download the App isn't that confusing - 'Follow us on Twitter' was alien to most people 2/3 years ago !!

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