MARKETING
style two dimensional bar code image containing black modules arranged in a square pattern on a white background which can encode product information, URL links to a video or coupons which can, for example be used at an outlet. Potential property buyers can scan the
QR Code found on the ‘For Sale’ sign and instantly obtain access to its property specifications, quotes, community information, virtual tours and property pictures as well as finding links to mortgage options, information on similar properties and related services such as interior decorators and furniture stores. James Wyatt said, “I have watched the
US market grab the idea of QR codes and now is the right time for us to show our competitors and clients that we are still leading the way in innovative and effective marketing. We will first begin using them on sales boards before moving onto adverts and other suitable areas, and in light of the current smart phone obsession we hope that this new technology will prove very useful in securing property sales.” Fitz-Gibbon, another independent
agency, based in some of the smartest areas of west London and Surrey, has also dived into using new technology, after an ‘epiphany’ at the PROPERTYdrum Social Media conference. This September they launched a new mobile and tablet-based website, which is already proving a huge success, enhancing the experience for people searching for rental property using mobile applications. Susan Fitz-Gibbon, Director, says, “We’ve invested heavily in a sophisticated system that is not phone- specific so it can be used on all Smartphones, laptops and tablets. Users simply text fg to 84840 or scan our Quick Response (QR) code to gain immediate access to our website. Home-searchers can look for property in their locality or by price and can also opt to generate mobile alerts when new properties come onto the market”. One QR provider is Z-Ah Property who
recently launched a new service for estate agents which is (currently) free to all UK estate and letting agents while the company completes development of their full property marketing solutions platform, which will be available on January 1st 2012. All the agent has to do is put up the Z-Ah Property access point (a board with
Barton Wyatt is among a handful of agents who are using QR Codes.
30 NOVEMBER 2011 PROPERTYdrum
JAMES WYATT BARTON WYATT
In the light of the current smartphone obsession we hope QR codes will prove very useful.’
a Z-Ah QR code on it) under their own sign board outside the property, and the Z-Ah system can be accessed from smart phones via a QR scanner application that can be downloaded for free from Apple’s App Store or Android’s Market Place. Mark Tadgell of Charles David Casson in Bishops Stortford, said, “A Z-Ah Code is basically an ‘open all hours’, sales assistant which will probably prove to be the most innovative property marketing initiative developed over recent decades. “Straight away we found that vendors
started to ask us how quickly we could get a board up outside their property rather than resisting having one, and that it was easier to win new instructions because of this innovative marketing tool. We consider this to be an indispensible system and think that all estate agencies will be using Z-Ah’s technology very soon – the reporting and feedback it gives us is fantastic for our business.”
E-NEWS
With the emergence of new ways of marketing come businesses specifically set up to help agents make the most of online marketing. Brief Your Market is a tool that allows agents to combine email, e-newsletters, social media, sms, automated marketing messages, direct mail and survey tools. It is currently being used by a number
of agents including Beresfords in Essex who believe that on-line marketing in this day and age is an absolute must as an addition to, but not a replacement for a successful practice. “That is where we believe many firms fall down, assuming it has to be one or the other,” said Brian Judd, IT & Marketing Manager at Beresfords. “Some sectors of the population are a lot less PC and web driven than others and we can’t exclude them but at the same time, the future direction of property marketing can be embraced. It is massively cost effective and easily traceable providing the opportunities to drive, sharpen and even personalise your off-line marketing. “Alongside all of the on-line mediums we
use at Beresfords, Brief Your Market works for both us and the consumer in this way. We want to appeal to as many people as possible and hold their attention so that in the future, when they are ready to focus on buying, selling or renting their property, Beresfords are the agent they remember and already have the trust and confidence in. For the consumer, they do not want to be plagued with information that isn’t relevant to their interests; their time is precious and they need to stay in control of it. Brief Your Market allows consumers to alter the categories in which the article is tagged so that the reader receives a personalised communication, which is relevant to their needs.” Judd goes on to explain that there are
many platforms with which to send newsletters and promotions but believes Brief Your Market goes beyond the standards and makes the overall subject of communication easier, more productive and professional. Behind the scenes it can integrate with your office system and extract your contacts, know whether they are vendors, landlords or applicants and even send automatic communications welcoming them to your company and confirming their valuation date, for example. “There are numerous triggers that can be used which is fantastic for cross selling other products such as insurance and the ability to provide questionnaires at key points to further enhance both the public’s experience with us and for
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