Cupcakes & QR Codes: The Sweet Strategy That Sold a Home in Record Time

Junction Estate Agents has proven that in today’s fast-moving property market, a little creativity can go a long way, even if it comes in the form of frosting and sprinkles.

The creative campaign centred around the listing of 502/6 Exford Street, Brisbane, an apartment that needed to stand out among several other units in the same building, many of which had been on the market for more than 60 days.

Rather than relying solely on traditional brochures and online listings, listing agent Matthew Wilson and vendor Corinne McCray collaborated on a unique marketing idea: homemade cupcakes, each topped with an edible QR code that linked directly to the property’s digital brochure. 

"It started off as a quick ‘what if’ conversation with the vendor,” Wilson explains. “Two days later, I was driving an almost two-hour round trip to pick up custom edible QR codes for our first open home."

The idea was born during the initial proposal meeting, where Matthew and Corinne discussed the best way to market the property. When Corinne shared her passion for baking and entertaining, it became clear that presenting a story of lifestyle, and location, was the key selling point.

“We were competing against other listings in the same building, some of which had been on for months,” Matthew said. “

We knew we had to do something different so we made the marketing reflect Corinne’s lifestyle and personality. When she offered to bake cupcakes, I suggested we turn them into interactive property brochures.”

The strategy worked. The cupcakes, distributed at open homes, became a talking point. Attendees scanned the QR codes to access floorplans, details, and inspection times, all while enjoying a sweet treat. The buzz grew quickly.

“At one open home, some of the groups that came through were there just for the cupcakes! There was rental property open at the same time and people were missing the rental open so they could try a cupcake,” Wilson said. “

Word spread so quickly that the building manager walked in saying, ‘Ahhh, I’ve heard about these cupcakes.’”

Within a week, the property had received three offers and went under contract shortly after. A remarkable turnaround in a building where the average days on market had started to stretch. .

The success of the campaign has sparked interest across the industry, reinforcing the importance of authentic, lifestyle-based marketing and the power of personalisation, with a pinch of sugar.

Junction Estate Agents has proven that in today’s fast-moving property market, a little creativity can go a long way, even if it comes in the form of frosting and sprinkles.

The creative campaign centred around the listing of 502/6 Exford Street, Brisbane, an apartment that needed to stand out among several other units in the same building, many of which had been on the market for more than 60 days.

Rather than relying solely on traditional brochures and online listings, listing agent Matthew Wilson and vendor Corinne McCray collaborated on a unique marketing idea: homemade cupcakes, each topped with an edible QR code that linked directly to the property’s digital brochure. 

"It started off as a quick ‘what if’ conversation with the vendor,” Wilson explains. “Two days later, I was driving an almost two-hour round trip to pick up custom edible QR codes for our first open home."

The idea was born during the initial proposal meeting, where Matthew and Corinne discussed the best way to market the property. When Corinne shared her passion for baking and entertaining, it became clear that presenting a story of lifestyle, and location, was the key selling point.

“We were competing against other listings in the same building, some of which had been on for months,” Matthew said. “

We knew we had to do something different so we made the marketing reflect Corinne’s lifestyle and personality. When she offered to bake cupcakes, I suggested we turn them into interactive property brochures.”

The strategy worked. The cupcakes, distributed at open homes, became a talking point. Attendees scanned the QR codes to access floorplans, details, and inspection times, all while enjoying a sweet treat. The buzz grew quickly.

“At one open home, some of the groups that came through were there just for the cupcakes! There was rental property open at the same time and people were missing the rental open so they could try a cupcake,” Wilson said. “

Word spread so quickly that the building manager walked in saying, ‘Ahhh, I’ve heard about these cupcakes.’”

Within a week, the property had received three offers and went under contract shortly after. A remarkable turnaround in a building where the average days on market had started to stretch. .

The success of the campaign has sparked interest across the industry, reinforcing the importance of authentic, lifestyle-based marketing and the power of personalisation, with a pinch of sugar.