Residential Magazine

This Underutilized Digital Tool Can Set You Apart

Mortgage professionals can stay ahead of the curve using QR code marketing

By Erin Addesso

Marketing in the mortgage industry can sometimes feel a little stilted. It may seem easier to stick with the tried-and-true methods, especially since it can be challenging to think of something outside the box that truly sets you apart.

Many mortgage professionals could benefit from a shift in perspective. It’s not about getting creative with your marketing; it’s about creating stronger ease of use and a great user experience for your prospects. Mortgage originators have a golden opportunity for staying ahead of the curve: QR code marketing.

A brief history

QR codes emerged in the U.S. in the early 2010s as smartphones gained popularity, but they were initially difficult to use and required downloading an app in order to read them. This lack of user friendliness limited their use and popularity.

In 2017, Apple’s iOS 11 update added native QR code scanning in the camera app. Android phones quickly followed suit. Despite this increase in accessibility, QR codes remained a relatively boutique technology until 2020.

During the COVID-19 pandemic, QR codes made a comeback. Because smartphones can easily scan QR codes, it became possible to have touchless, germ-free interactions.

For mortgage professionals, a massive benefit of QR code marketing is the ability to create a luxe digital experience during a physical transaction. In a world that requires 24/7 digital access, it is essential to find ways to digitize your physical sales experience for higher conversions and success rates.

From physical to digital

QR codes can be placed on anything in the physical world, such as flyers, business cards, meeting agendas and even for-sale signs. You can use them on printable newsletters, mailers and open house materials. You can put them on your office door and on your name tag at events. Your ability to use a QR code is only limited by your ability to place it somewhere.

QR codes allow you to create a curated, customized client journey that can help prospects with their purchase decisions. As an example, QR codes can be used to get people interested in a property. For instance, you might include a QR code on a mailer so that when the recipient scans it, they get a virtual tour of the home. In a newsletter, publish a QR code that gives prospects access to free training sessions on credit repair so they can qualify for their first house.

When inboxes are overloaded with emails from more companies than users can track or count, reaching people in the physical world and offering a different path to a thoughtful digital experience is something users will appreciate and notice. Instead of getting lost in a sea of emails that are never opened, QR codes give you the ability to interact with your prospects in a powerful, intentional way.

Give power to users

One of the best parts about QR code marketing is that it puts the power in the hands of your prospects. It’s not pushy; it’s a choice.

So often, our inundated inboxes and social media feeds can feel overwhelming. QR codes invite your prospects to have a conversation with you, when and how they consent to it. This develops a less stressful, more personalized experience and conversation, which can lead to more success.

Another way to successfully utilize QR codes to expand your network is to create a code for your business cards, or to place one on your name tag at networking events. Instead of a new contact having to transfer your information from a card to their phone, they can simply scan the QR code and automatically download your contact information to their device.

While still in physical conversation with them, have them send you a quick text. Now you have each other’s contact information in one simple process. This allows you to network faster, more efficiently and in a way that creates more ease in the relationship.

QR codes are so effective in the broader marketplace that companies are now using them in commercials. In the mortgage industry, however, QR code marketing is still underutilized. Millennials and Generation Z are the current and up-and-coming buyer groups in the market. These consumers prefer digital experiences, creating a huge opportunity for technology like QR codes.

Tailor QR for you

QR codes are like shortcuts for connections, conversions and closings. The way that you use your QR code dictates how your prospect feels about you and their user experience.

There’s a lot of information to give to a prospective client. Some mortgage companies have found success by using QR codes that lead to LinkTree, a customizable landing page that includes your contact information and multiple important links.

This is useful because it allows mortgage professionals to create simple, easy-to-use digital experiences for their prospects that keep all vital information in one place. You can use this for all kinds of lead-generation experiences, such as free trainings, listing-pertinent information and even sales materials.

To get started, decide which methods of prospect generation have worked for you most successfully. These might include free trainings, mortgage calculators or virtual open houses. Once you know what your top methods are, you can begin strategizing and deciding where to put the QR codes that lead to these prospect- generating content pieces. Take the time to develop a digital client journey that will best support your unique business and prospects. ●


  • Erin Addesso

    Erin Addesso, CEO and founder of Triple Threat Success Coaching and Marketing, is a speaker, coach and consultant with the mortgage industry and their real estate partners. She helps companies develop powerful relationships and presence, resulting in more closings, referrals and profits while allowing more time to enjoy life.

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