The world of residential real estate marketing is extremely competitive, so it should come as no surprise that agents are always looking for new ways to get an edge. According to many experts, the next big thing might not have anything to do with home staging. Instead, real estate scent marketing takes advantage of another sense: olfaction. Those who are new to the idea can read on to find out about the basics of scent marketing for residential real estate to get started.
Choose the Right Scent
The wrong fragrances can do more harm than good. Cheap, chemical-smelling scents will make the house or apartment smell like the seller has something to hide, so avoid scents that smell suspiciously like car fresheners or cleaning products. Instead, buy high-quality fragrances that target the specific segment of the market who might be most interested in purchasing or renting the home.
There are two ways to go about choosing a scent. Some real estate agents and property managers choose off-the-shelf options with a proven history of eliciting positive responses. Others go one step further by consulting a scent designer to come up with a custom, branded fragrance that perfectly reflects the property’s ambiance and value. The latter option is more expensive, but it’s also the best way to create the perfect olfactory atmosphere in an apartment complex.
Use a Diffuser
Just going out and buying a box of scented candles definitely isn’t going to cut it. For scent marketing, fragrances must be subtle and consistent, not overwhelming or cloying. Scent diffusers heat aroma oils and release them into the air directly for a more consistent experience. Some are designed to work with homes’ HVAC systems to scent large areas, while others are free-standing for more localized effects.
Smaller scent diffusers can also be placed in each room of the house or apartment to create independent olfactory experiences that reflect the rooms’ uses. When employing this technique, make sure the fragrances will not compete with each other and don’t go overboard.
Choose Seasonal Scents
Unless their clients have chosen to adopt a signature scent for year-round use, real estate agents should consider seasonal strategies. In the winter, comforting fragrances like vanilla or cinnamon can help potential buyers envision themselves and their families returning home to a warm, cosy apartment.
In the spring and summer, aim for more lively scents that will boost viewers’ moods and create a light, fresh environment. Citrus, mint, and herbal scents are all good options.
Convey Value
The right scent can raise the perceived value of a property by thousands of dollars. Vanilla, cedar, sandalwood, or Oudh are all fantastic options for creating luxury blends. Again, it’s important to consider the context. Choose luxury fragrances for high-end apartment buildings, not houses whose primary selling point is their affordability. For these units, stick with fresh fragrances.
Get Some Help
Want to start taking advantage of scent marketing for real estate, but not sure how to get started? Visit ScentAir to check out available fragrances and diffuser systems or request a consultation with a specialized scent designer.