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A long-standing Sydney Northern Beaches brand has amped up its property marketing strategy, replacing the magazine-style photography on signboards for which it is well-known with giant QR codes.
Cunninghams has made the decision to incorporate QR code technology into its signboard branding, replacing photography with one large QR code that can be scanned from across the street.
The agency group has explained how the extra-large QR code “allows the consumer to scan and access the full property listing on the Cunninghams website, with direct links to contacting the agent, open home times, or to download a contract”.
The aim is to help consumers retrieve information quickly and in a direct manner to their smartphone or device, and is just one element of a full-brand refresh that’s taken place at Cunninghams.
Managing director John Cunningham said, “this brand refresh combines the emotive lifestyle branding with the smarts, innovation, and technology to keep the Cunninghams team ahead of the curve, and marketing properties in ways that others simply aren’t doing”.
From his perspective, “Cunninghams are in the business of change”.
“We welcome change; we understand it and know how important it is for growth. We also understand the importance of brand consistency and know that finding a balance between change and consistency is critical for the longevity of a brand,” he continued.
It’s been a month since Cunninghams first rolled out the QR codes, with the agency group expressing that so far, it’s gotten “a lot of people talking”.
But it’s also netted them serious results: Website users are up 19.7 per cent, sessions are up 24 per cent, and average session duration has improved 6.2 per cent.
The business’ social media accounts are also benefiting from the brand refresh – as well as QR code debates and account engagement.
Cunninghams’ Facebook reach is up by 462 per cent, post engagement is up 645 per cent, and page likes are up by 67 per cent.
They’ve also reported a 480 per cent increase in accounts reached on Instagram, while content interactions are up by 110 per cent.
Cunninghams has called clients the big winners of the update – and Mr Cunningham himself noted that “as the Northern Beaches area continues to grow and thrive, we wanted to transform our brand that will ensure our clients share in its prosperity”.
The brand refresh has coincided with Cunninghams’ strategic move into the Upper Northern Beaches, with the official opening of an Avalon Beach office next week, which it announced back in July.
Jonathan Fletcher will be at the helm of the new operation and will be joined in the new outfit by David Poppleton, Jane Gamson, Stephanie Watts, and Mark Bryant, with the support of CEO John Cunningham and general manager Bree Higgins.
ABOUT THE AUTHOR
Grace Ormsby
Grace is a journalist across Momentum property and investment brands. Grace joined Momentum Media in 2018, bringing with her a Bachelor of Laws and a Bachelor of Communication (Journalism) from the University of Newcastle. She’s passionate about delivering easy to digest information and content relevant to her key audiences and stakeholders.
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