WSJournal. Using Smell to Make a Sale
What scents move property best? Think simple.
Everyone loves the smell of freshly baked cookies, but don't expect that aroma to sell your home, new research suggests.
Homeowners are often coached to create pleasing aromas when potential buyers pay a visit. But complex smells, like baked goods and potpourri, are likely to damp enthusiasm for a fast sale for top dollar, says Eric Spangenberg, dean of the college of business at Washington State University, whose study on the effects of aromas is scheduled to appear in the Journal of Retailing next month.
Chris McDonnell, a real-estate agent with Coldwell Banker Distinctive Properties in Vail, Colo., believes his strategy hits it on the nose. Mr. McDonnell spends up to an hour and a half preparing a home for an open house, cutting fresh pine branches or picking fresh lavender and mint from his herb garden. He looks for scents that mimic the outdoor lifestyle he's trying to sell. "I never use artificial scents," he says. "Those candles and sprays are bogus. You want all-natural, all-organic."
