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Soundtracks of Home is a first-of-its-kind influencer program for real estate that leverages music to reflect the meaning of home. Music adds depth and texture to our homes––serving as the backdrop to the interactions, activities, and moments that make a home more than just a house. This program celebrated that simple, but meaningful truth.
With interest rates rising, the housing market was grinding to a near halt. The ‘home porn’ we’re accustomed to seeing on social media has lost its appeal. It was clear Windermere had to retain its share of the home conversation when the allure and everyday romance of ‘home’ vanished.
Sometimes a lack of interest can breed opportunity.
How do you stay relevant in a category that virtually lost all interest? We had to intercept our audience through a medium they frequently use inside of their home. And music was the perfect backchannel into their lives, as it makes our homes far more than just a house.
Per Spotify, 85% of millennials say their music taste doesn’t fall into one genre, but rather defines their taste in ‘moods,’ like home workout, study time, etc. We saw an opportunity to tap into our shared language of music to indirectly hijack home moments.
We partnered with 3 lifestyle influencers to share how music has a prominent role in their homes.
We drove 30MM+ imp, driving 5k clicks to our influencer’s playlist, amassing 1,700 total followers, with many listeners opting to follow Windermere’s Spotify profile.
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