Source: US News —
There is a classic vignette that so many of us have seen in movies and on TV, in which a real estate agent has baked cookies for an open house, letting the sugary aroma waft through the air of the property. There is just something about baked goods, fresh out of the oven, that smells like home.
Many of us return to our childhood homes and feel immediately welcomed by the comforting scents coming from the kitchen. In fact, many scents have a naturally calming effect or convey a subliminal fragrance of cleanliness. Therefore, if you are selling a home, it makes sense that you might use scent as a subtle secret weapon to give the impression that your home is a clean, calming and relaxing environment. Conversely, certain odors should be avoided (or masked), as they can turn off buyers and kill a sale.
The Power of the Sense of Smell
In his novel “In Search of Lost Time” or “Remembrance of Things Past,” Marcel Proust stumbled upon the concept of involuntary memory. Proust noted how eating a madeleine cookie mixed with tea evoked memories of childhood. Modern science has proven that he was onto something, although involuntary memory is more connected to scent than taste. According to the American Psychological Association, the Proust Phenomenon is “the sudden, involuntary evocation of an autobiographical memory, including a range of related sensory and emotional expressions.”
Scientifically, there is good reason for a real estate agent to curate an inviting scent for prospective buyers: Pleasant scents can put people at ease, as well as arouse positive memories. It might be somewhat intuitive that bad smells could indicate that there are structural problems with the property, such as water infiltration, gas leaks, mold or sewage issues, but it may be wise to enhance various aromas during showings. Good smells can subconsciously and positively affect the way prospective buyers feel, perhaps making those buyers gravitate toward a home more than they otherwise would.
“The sense of smell is one of our most important senses,” says Michael Bucaram, a student at the Fashion Institute of Technology in New York City, where he is pursuing a bachelors degree in cosmetic and fragrance marketing. “Our sense of smell is directly attached to the limbic system in the brain, and this is where we store memories, good and bad.”
To touch upon the positive feelings or memories of prospective buyers when they come to see a property for sale, it makes sense to freshen the scent in a home. Candles and reed diffusers are obvious options, especially in bathrooms. But too many candles or overpowering air fresheners might not only offend sensitive noses, but skeptical buyers may fear that the seller is trying to mask an indelible odor. In addition, choosing the right scents can make a difference.
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