An Introduction to Scent Marketing In Real Estate

Real estate is a really big market. Real estate agents sold more than five million homes in 2019.

More than 100,000 firms compete for buyers' attention. It's hard to stand out. Even when you get prospective buyers into a home, many of them don't want to buy on the spot. 

Thankfully, there are steps you can take to seal the deal. Scent marketing is a subtle yet powerful tool. It will help you stand out from your competitors, without your customers even noticing. 

But don't start spraying perfume just yet. Get the facts, then you can get started. Here is your quick guide. 

What Is Scent Marketing? 

As the name suggests, scent marketing involves scents. The sense of smell is a powerful one. 

The olfactory bulb is the part of the brain that handles smells. When it detects a powerful one, it sends signals to the limbic system, which contains functions related to memory. This is why powerful scents are memorable. 

Human beings associate certain scents with different things. Pine is associated with the outdoors.

When people smell pine, they feel a sense of coziness and tranquility. By spraying pine, you make people feel cozy.

This encourages them to stay around in a space for a longer period of time. The scent associates pleasant thoughts with that space, prompting them to return to it.

Scent Marketing in Real Estate

Many real estate agents are masters of marketing. Home staging puts out beautiful furniture and bright lights, inviting potential buyers to envision themselves living in a space. 

To develop the character of a home, a real estate agent can develop a scent marketing strategy. They can place different scents in different rooms. 

For a foyer or living room, you can spray a welcoming odor. Cinnamon or vanilla is perfect, especially during the winter. 

For a bedroom, you can spray a romantic scent. Roses and tulips make many people think of love and intimacy.  

A kitchen should contain natural scents. Fresh herbs or citrus encourage people to think of making food. 

Scent marketing should never be over-the-top. Too strong of a scent can be overpowering, especially for those with sensitive noses. Scents should be in the background, as a soft touch that accompanies other forms of marketing. 

Experiment with what you use. Ask an employee to walk through the house before you open it to potential buyers. If they don't notice a scent, switch it to a new one. 

Keep Reading About Scent Marketing and More

People follow their noses. They remember what they smell, and they associate certain things with happy memories. Scent marketing works that to the advantage of real estate agents. 

Spray inviting odors into the main meeting areas of your homes. Then put different odors in different rooms to distinguish them. 

Use natural odors reminiscent of fruits, herbs, and flowers. Don't apply too much of any one odor. Experiment until you get it right. 

Don't stop at scent marketing. The Real Estate CMO provides premium real estate advice. Read our tips for email marketing.