Oh the sweet smell of real estate. Open house month conjures up fresh baked cookies or home made bread. Agents have put scent into their open house strategy for decades. More than myth, scent is a great marketing tool!
When I think of scent marketing, I think of the perfume ads that still show up in magazines. I am not a big fan of those ads, but they do catch your attention. They make you smell, even if only to reconfirm your distaste for the perfume.
Today, scent marketing has extended beyond fragrances. Leading brands like Dove, Neutrogena, and Airwick air fresheners are having significant success. Here’s why. On average, 64% of readers read a scented paper ad, compared to 54% of readers who read any other type of ad. In other words, scented ads deliver 19% lift in advertising “stopping power.” (GfK MRI Starch Advertising Research).
Real Estate companies could do themselves a great service by getting innovative with their print advertising. Done effectively, it still works like a charm. Something as breakthrough as scent marketing would surely create a stir. If you decide to do it – be sure to take credit for it. Send out press releases to the newspaper and television and follow up with a call to the editor or producer. Ask consumers what they think on your blog or Facebook page. Done correctly, one little print ad could have an explosive impact on the start of the spring selling season.
If you take our advice and do this, let us know how it works.
Here is an article that talks more about adding a scent to your brand. It can really make a difference. http://waves.wavgroup.com/2011/12/27/the-role-of-scent-marketing-in-real-estate/