Property Marketing - Using music to evoke an emotional reaction to a property.

Let me first start out by saying that 3dwalkthroughs.com are the the first ones to discourage the use of music on the homepage of a website. In the past we have found it to be potentially annoying and outdated.

With that being said, there is an article in today's NY Times describing the use of music to market new condo's and other properties. According to the article the music helps to define the soul of the building, many times before the construction has started. After viewing some of the newer websites that use music as part of a well thought out presentation, we are softening our view on this topic.

If the music can be turned off and if it is not offensive, it definitely can create a strong impression on the type of culture to be expected in the building. This is very similar to when we use a certain demographic integrated throughout a 3D Walkthrough or 3D Rendering to focus the sales towards that group.

Selling a Concept With a Song
By STEPHANIE ROSENBLOOM

Has your condo got a song in its heart?

It seems every new condominium these days has its own tune, meant to convey its soul to potential buyers. At 151 Wooster Street (151wooster.com) in SoHo, it is a jazz track featuring a lone trumpet. Vigorous strings evoke Vivaldi at the Cielo (cielocondos.com) on the Upper East Side. Electronic music heralds 166 Perry Street (166perryst.com) in the West Village.

Developers are forever adding bells and whistles to distinguish their properties from all the others on the market. And as Web sites are increasingly being used as teasers to drive buyers (especially out-of-state and international buyers) into sales offices, many developers are going beyond slick graphics and literally orchestrating the journey.

Reports about classical music being played in public spaces to decrease crime or ease anxiety, as well as widely publicized studies from Muzak about music’s ability to increase efficiency and make people feel better, have led some developers and marketers to think music will make buyers more relaxed and engaged at their Web sites.

More significantly, by commissioning or licensing (or illegally using) music for their Web sites and sales offices, developers say they are better able to convey the vibe of a particular building, especially when that building is yet to exist. Music is also seen as an effective way to announce a building’s intended demographic without ever saying a word.

“Certain types of people generally have an affinity for one type of music more than another,” said Shaun Osher, the chief executive of CORE Group Marketing, which has worked on a number of music-infused campaigns.

This, of course, raises questions about exactly who is invited, so to speak, by which developments.

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