Through the integration of a new mobile device application into its print advertising, Cayman Islands Sotheby’s International Realty is offering an enhanced service to anyone with a smart phone or tablet.
The application, Aurasma, allows “auras” to be created around photos printed in magazines or newspapers. Once the photo is identified by the device, it links through to a website offering additional content, with high resolution photos and video. This is especially useful for the real estate market, where much of the marketing to clients is done through the visual appeal of a property, said Jonathan Sparrow, sales partner with Sotheby’s.
“It is about being able to portray these beautiful properties in a unique way. Due to the importance of the view when working with high end properties, invariably you end up showing a picture of the pool and the beach and not even much of the house,” he said.
According to Mr. Sparrow, the app has the potential to revolutionise how real estate companies market their properties in print.
“Aurasma is such a revolutionary tool that you won’t forget the first time you saw it. Cayman Islands Sotheby’s International Realty is proud to bring such an incredible innovation to Cayman,” he said.
In fact, the company is one of the first real estate companies in the world to use the app.
“All the technology has just come along at the right time for it. QR codes have been around for years, but they were more of an industrial thing. Once you’ve created a QR code you couldn’t change where it went to. With this you create the trigger image, which is the image you see printed in the magazine, but then in the background I can tell it which video to pick up from that trigger image,” he said.
The presence of an Aurasma link can be indicated by the Aurasma icon, a blue square with a capital A in white.
Mr. Sparrow also mentioned that the app allows up to date information to me included in the link, so if an image is scanned and the property has already been sold or a price reduction has been made, this information can by updated and displayed in Aurasma.
“You could have an image on the paper that would link through to the latest results, bringing the immediacy of the Internet to print,” he said.
The app also allows further interaction through the inclusion of an action at the end of the linked presentation.
“When you get to the end of the video it then gives you an action and you can then go and download our mobile app, but you could change that action to whatever you want,” Mr. Sparrow said. The app can be downloaded from the app store for Apple or Android devices and once the app is installed, users subscribe to the channel of a company, for example Cayman Islands Sotheby’s International Realty. This then grants them access to only the Aurasma content they are interested in, as you will only see content from channels you are subscribed to.
“How do you combine high quality print images with professional videography, there’s an app for that,” Mr. Sparrow said.
Follow this link to see the app in action.