Moods rather than mortgages.
At a time when no one wanted to (positively) talk about real estate, we backchannelled our way into Millennials’ lives, building a deeper connection for the future.
With interest rates rising, the housing market was grinding to a near halt. The ‘home porn’ people were accustomed to seeing on social media had lost its appeal. The allure and everyday romance of ‘home’ was vanishing.
To keep Windermere relevant in a category that virtually lost all interest we turned to a channel people, particularly the largest home-buying generation – Millennials, used frequently inside their home: Music.
A Spotify station housed custom home-themed playlists
From Cleaning Motivation and Work from Home to House Hunting and Packing Up & Moving—we designed playlists for any mood or moment in the home.
Windermere playlists
on Spotify
Relevant Tentpole TV integrations built visibility
Audio Promos drove interest
Influencers added personal meaning
The Big Impact
10K
active users engage with the Windermere playlists each month
Over 35K
total playlist follows2.4MM
streams of their music
50%
of listeners are Millennials20%
are GenZ#2
most followed user-generated cleaning playlist on Spotify
Over 30MM
impressions
10K
active users engage with the Windermere playlists each month
Over 35K
total playlist follows2.4MM
streams of their music
50%
of listeners are Millennials
20%
are GenZ
#2
most followed user-generated cleaning playlist on Spotify
Over 30MM
impressionsThe Buzz
Windermere has a unique new way to reach millennial clients
The nation's 6th-largest real estate holding company launched a Spotify channel this week by Patrick KearnsOctober 11, 2019 Windermere Real Estate, the sixth-largest real estate holding company in the country, launched a new Spotify channel this week, offering up...
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The Drum: Creative Works
Music and home are inextricably linked. And Windermere Real Estate, the largest independent real estate brokerage in the Western US, understands that. In fact, the first large real estate brand in the country to launch a Spotify channel, is now going all in around the...
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