Windermere Real Estate, the sixth-largest real estate holding company in the country, launched a new Spotify channel this week, offering up tunes for a number of different occasions like a whole-home deep clean or a backyard barbecue.

The idea to launch the playlist came from Julie Dey, the company’s vice president of marketing, who said she was seeking ideas to connect with millennial clients in a creative way outside of traditional marketing initiatives.

“Americans spend about 32 hours a week listening to music, and for millennials that number is even higher,” Dey said in a statement. “Since so many activities connected to our homes are enhanced by music, we want to fuel the enjoyment and memories of those experiences through home-inspired playlists.”

Windermere Real Estate on Spotify.

The company created eight custom real estate-themed playlists around common events that occur before and after the transaction. There’s a playlist for moving day, one for house hunting, one for that housewarming party, and others.

The plan is to update the playlists often and add new ones in order to remain current with the trends. Windermere is marketing the playlists on social media, out-of-home advertising, direct marketing and through promos on Spotify itself.

“Windermere’s Spotify channel gives our agents a new, unique way to connect with clients,” Dey said. “We’ve created opportunities for them to market themselves via the Spotify playlists on social media, direct mail, and on their agent websites.”

Email Patrick Kearns

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