For many years real estate agents have been telling their clients that one secret to selling their homes is to fill the air with the smell of freshly brewed coffee and delicious baked bread. That said, it is in fact that the scent of white tea and figs that makes a successful sale, according to award-winning British house builder Millgate.
It’s a well-known fact that smells sell; from the “new car smell” now bottled and available to buy through to leading United States retailer Bloomingdales using scent marketing in their stores to boost sales, and even a “wake up and smell the bacon” iPhone app and device that wafts the appealing smell of cured meat in time with the alarm clock.
The way something smells has a big impact on the way we value products, which is why scent marketing has been rapidly growing in popularity not only with retailers but also forward thinking house builders such as Millgate.
Its Sales and Marketing Director Johnathan Cranley said: “At Millgate we pride ourselves on being cutting edge and embracing new technologies. An extraordinary amount of care and attention goes into each and every one of our Show Homes, from the interior design through to the soft furnishings, the brand of hand wash in the bathrooms and what is stocked in the wine cellar or pantry.
“This obsession with detail led us to consider not only what our homes look like but also how they smell to potential buyers which is why we now use the perfect scent of white tea and fig from global scent innovators, ScentAir, in our Show Homes.
We do believe that scent is a powerful way to connect on emotional and memorable levels with our customers, forging a greater association when a buyer first walks into a Millgate home.”
And it seems that scents really do make sense. Eight apartments were snapped up within just a few weeks of launch at one development and visitor feedback at another which also carried the evocative scent are extremely positive.
Cranley added: “After extensive testing and consideration, we selected the white tea and fig scent for our homes as the blend creates a soothing, luxurious environment. From its roots in China, white tea is renowned for its health benefits whilst fig exudes a sophisticated yet subtle scent which appeals to our buyers.
“The response to the scent from visitors has been so positive in fact that we are now introducing ScentAir to all our developments, once again raising the bar when it comes to show home design and innovation.
“Using more or our buyer’s senses to form a bond with a home could play a vital role in the buying process.”
So it seems scent marketing for anyone in the property and real estate business makes sense.
Creating enduring and powerful impressions in a condominium is important for selling and renting units, increasing occupancy and tenant retention, according to ScentAir.
The U.S. company works with numerous multi-family living communities worldwide count to help transform their environments through scent and aroma marketing. Did you know that as many as 75 percent of the emotions we generate are from what we smell?
Joseph Manley, Community Manager of Residences at Gramercy, a Greystar property, believes that first impressions are everything, adding that you can never repair the original feeling someone gets when they first walk through the door.
He shared: “With ScentAir, reaching that unforgettable first impression is much more achievable. When our residents and potential residents walk in, they receive a fresh welcoming scent – and we constantly receive compliments on how great the building and amenity areas smell.”
Lanayae Hunter, Regional Property Manager at Martin Fein Properties, added that “It’s inviting and refreshing to walk into a property that has ScentAir.”
The evidence is clear, a good first impression created by a memorable sale should be a part of the sales arsenal of all property developers and real estate agents – no matter where in the world they are.
