In my last blog entry, I was discussing how to collaborate with other types of businesses that are partonized by the same type of customer. In my case, real estate, I like to give flyers with QR codes on them to business like banks, credit unions, moving companies, and home renavators, because they often deal with people looking to buy or sell a home. I know there’s a strong chance that if I work with these companies and give them some promising leads they will do the same for me. I use my QR code flyers like a hook and bait, dangling them in a pool of water that I know has enough fish in them to make it worth my while.
Sometime, though, you need to fish in bigger waters. You’ve fished all the promising leads from those smaller pools, and now its time not to use a hook, but a net, and a wider net at that. I’m talking direct mailers. Direct mailers are the fishing net of the real estate world – sometimes you cast them out and they reel in tons of customers. Other times, you’re not so lucky. Most real estate practices use direct mailers to some degree, and some use them more than others. Everyone who uses them, however, is aware of their fickle and unpredictable returns on investment.
I’ve figured out, however, to make direct mail campaigns a little more predictable and less frustrating, and the secret is, you guessed it – QR codes. I make sure to have them on my flyers, the same ones I drop off at the places of businesses that I mentioned in my last post. One neat little thing about QR codes that even people who use them for marketing may not realize is that every time someone scans one, you can track that scan and start accumulating data. With better data, you can make better decisions, especially when it comes to marketing. Stay tuned and next blog entry, I’m going to talk about the ultimate application for QR codes: analytics.