Through my years as a marketing major, our classes often focused on how small variables can completely alter the a course we set for ourselves and others. Engaging our senses has proven to be a highly effective closing tool and one that numerous industries use on a daily basis we may not be that aware of.
Through the senses of scent, sound and taste we can explore other options on how to make our closings a more pleasant and rewarding one.
Certain scents can be utilized as a major marketing tool to help guide you and your client to a successful closing or purchase. Grocery stores have been known to bake fresh breads during busier times of the day, allowing the smells to linger through the store and entice hungry shoppers to buy more.
Apple pie smells have been proven to close sales more quickly. Jasmine and vanilla (not together, but separate) help the buyer feel more relaxed and calm. Cinnamon can also be used to help close a deal more quickly.
Take into consideration that many people find cinnamon, including myself, to be a very overpowering and lingering smell. Not everyone will respond the same to specific smells, so make sure you use candles, burners, bakery items, etc. in moderation to avoid your buyer from running out the door!
A pleasing scent can create a warm and welcoming environment to what would normally be a hectic and stressful life decision. Model homes, designated closing tables, greeting rooms, etc. are all great places to place scents to help ease some of the stress and worry from your clients.
Tasteful music will also add to the sales environment your client has entered into. Music can provide a pleasant and welcome sound to the background.
Music should not overpower the sales presentation or become a major focal point. Appealing sounds such as soft music, nature tracks, classical or easy listening are often used as a "safe" selection.
Sounds obviously dictate a tremendous amount of how we feel or react to situations. Loud, heavy and ear-piercing music causes a lot of irritation and at times anger, to a lot of people. No one wants to be involved in a stressful situation such as signing a contract or reading the fine print of a listing agreement when 70's punk metal rock playing.
Appealing to your clients sense of taste can also enhance the sales experience. While we are not in the food and beverage industry, having small snacks and drinks is never a bad option.
Offering refreshments has become very common in the sales environment. Clients who are more "actively involved" in the sales experience by stimulating all of their senses often leave with a positive outlook. The more positive your client is, the more likely they are to buy from you.
I hope this information has helped!
Chris Hyzy, PM
Beam Real Estate, LLC.
Realtor - Director of Property Management Relations
Dallas/Fort Worth, Texas