Music has always been a great and important media that can inform people about a mood or a person, but how does it relate to real estate? Well today, music has infiltrated the world of real estate. Developers think music will make buyers more relaxed and engaged at their website and therefore they “are forever adding bells and whistles to distinguish their properties from all the others on the market”. They believe that the music will be “able to convey the vibe of a particular building, especially when that building is yet to exist”.
Music is a great marketing tool for developers to put on their website. Music can attract buyers by simply making the building more appealing to them, and it “is also seen as effective way to announce a building’s intended demographic without ever saying a word”.
Although music is seen as a great marketing tool, developers have to be careful as “linking a building with any sort of music runs the risk of alienating some buyers, particularly if the music is loud or repetitive”. An older buyer, particularly if he is very conservative, is not likely to buy an apartment where the website promotes a hip lifestyle by playing electro music. The music does not only have to be associated with the demographic but also with the architecture. It is not likely to hear electro music on plaza’s website.
I really believe that music is a great marketing tool for a building, but I also believe that it will have a very small impact on the final decision of the buyer because ‘in the end, buyers generally choose homes based on cost, location, and architectural details, not whether the building is more Brahms than Bjork.
Marketing and Music
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