Buyers?
Have you ever thought that depending on a smell, individuals are
more or less likely to spend money? If one is in the field of real
estate, this certainly is a popular theory that is often put into
practice. Whether it be some fresh flowers in the living room in
Spring or some honey ham in the oven in the Winter, sellers and
agents frequently attempt to create as much of the being home
atmosphere and appeal for prospective buyers as possible.
A recent study enacted in a home-decor store in Switzerland
found that the type of scent was a strong determinant for how much
money someone was willing to spend. The following results were
obtained:
- Orange – $62.44 average amount spent
- No scent – $50.50
- Orange-basil-green tea – $47.37
What has been determined is that the more complex the smell, the
less likely an individual is to spend a great deal of money and are
less likely to spend a great deal of time in the store. This can be
applied to real estate as well, where very specific smells at an
open house, for example, distract the potential buyer from solely
concentrating on the one important decision; whether or not they
could envision themselves living in the home. As it turns out, in
these unique situations where specific smells are involved, the
brain subconsciously dedicates time and energy to figuring out what
the aroma is. Professor Eric Spangenberg, the Dean of the College
of Business at Washington State University mentioned, They are not
there to process the smells. They are there to process whether this
is a place they want to live. You need to think, ‘What scent will
buyers associate with this environment?’ It must be simple and
positive and congruent.”
It is imperative that the scent used also strongly associates
itself with the home and its surroundings. For example, a home on
the beach may not be the most ideal place to feature a cedar scent.
In fact, based on his research, Spangenberg determined that the
superior smells to bring out the best in buyers at a home are far
more simple yet still incredibly pleasing:
- Lemon
- Green Tea
- Cedar
- Pine
- Basil
- Vanilla
As it was proven in the store in Switzerland, however, when some
of these above scents are combined people were less likely to
continue spending. Therefore, confusing combinations are not the
way to go, neither are the following, according to Spangenberg:
- Potpourri
- Gourmet Foods
- Chocolate-Chip Cookies
- Various Baked Goods
So
whenever organizing your next open house, home showing, or even
when just entertaining friends and family, try to target the smells
that are distinct and not too overpowering. Non artificial scents
are also a plus, so having fresh pine branches, picked lavender,
mint leaves and more have a far more influential and lasting impact
on ones overall impression.
More Information: The Wall Street
Journal