Direct mail still works in California farms. It just usually goes unmeasured, which is why it is the first line cut when budgets tighten.
One code per neighborhood, per drop
A single QR code across a whole campaign tells you almost nothing. A code per neighborhood per drop tells you which streets responded and which design pulled.
Send scans somewhere worth landing
A scan that lands on a homepage is wasted. Point it at a neighborhood page with recent activity and a clear next step, and capture consent properly on the form.
Report at the drop level
Cost per piece, scans, conversations, and appointments — per drop. After three drops you replace guesswork with reallocation.
Give every neighborhood and drop its own code and landing page, then report cost, scans, conversations, and appointments per drop.
This article is general information for licensed professionals, not legal, tax, or financial advice. Members are responsible for compliance with all applicable laws and must have their brokerage review and approve any campaign before use.