It’s Sunday… the government is operating on a new diet of less money, and there isn’t a lot of profound real estate news today. In fact, I’m just gearing up for an Open House on an incredible new listing, and thought I’d share some new science with you on putting buyers in the right mood to make a purchase decision. For years, we’ve all thought that wafting scents of chocolate chip cookies, or in my case, my favorite oatmeal raisin cookies would put buyers in the mood to buy. Wrong! The latest science shows that it simply confuses them.
Instead, Eric Spangenberg, dean of the college of business at Washington State University, recommends simple scents, such as orange, lemon, green tea, cedar, pine, basil, cinnamon, or vanilla. Spangenberg was part of a team that studied the effects of aromas on shoppers, with results published in the March issue of the Journal of Retailing.
The researchers tested a retail store’s sales levels when hundreds of shoppers were exposed to “background” aromas of a simple orange aroma compared with sales when the air was scented with an orange-basil-green-tea blend, and with no fragrance at all. They found that sales increased by 20 percent when the plain orange scent was in the air. In a Wall Street Journal article, Spangenberg said the same principles apply to home sales as well as retail shopping.
Complex scents, even pleasant ones, can be distracting as people subconsciously try to identify the aroma, he said. Simple scents are easier for buyers to process, and they add to the overall experience. “You need to think, ‘What scent will buyers associate with this environment?’” he told the Journal. “It must be simple and positive and congruent.”
Hmmm… I still am not sure why hot, out-of-the-oven cookies won’t work in our world of Lafayette real estate!