New York-based real estate firm, Halstead Property, has recently launched a major corporate initiative whereby branded QR Codes, or H-Tags as the company refers to them, are being used to drive prospective and existing clients from printed marketing collateral to digital marketing collateral. The company claims they are the first to make use of 2D technology, on such a scale, here in New York.
From the print advertisement, as shown above, to the website page that provides additional information on H-Tags, as well as QR Codes in general, the strategy appears to be well conceived and executed, and there seems to be no lack of information about the technology and how it is to be used.
When the H-Tags are scanned, the reader of the advertisement is shown additional information about the property, which includes a detailed property description, listing details, floor plan, additional photographs and more. Also, included on the landing page are buttons to share, like, save and email a property listing, all of which falls in line with best practice.
The three questions that I have about the program are 1) why not make use of a mobile optimized website versus the regular website, 2) how does the company plan to offer or relay such information to non smartphone users and 3) what's the incentive to scan other than getting additional information. To the third question, yes, offering the ability to see additional information via a mobile device is a value add and enhances the brand experience, but a reader of the advertisement can get that by going to the website straightaway. Perhaps I don't know the real estate business well enough, but why can't a real estate firm ever make an offer of a reduced fee, or something, to a prospective client?
My last comment has to do with the branded QR Code. While it makes sense to have a branded code in this particular application, the company's logo in the center is hard to distinguish among all of the code modules (the squares that make the checkerboard pattern). I believe the impact would be greater if the logo image was offset in another color, which is possible with QR Codes.
In summary, it will be interesting to see 1) how quickly other New York-based real estate firms catch up and make use of 2D, and 2) if and how Halstead responds with any additional features or offers within the H-Tag program.
2D Barcode Litmus Test: PASS