Scent, Sound and Taste?! How These Three Senses Will Increase Closings!

By
Real Estate Agent with Beam Real Estate LLC

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.

Scent

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.

Sound

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.

Taste

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!

Thank you,

Chris Hyzy, PM

Beam Real Estate, LLC.

Realtor - Director of Property Management Relations

Dallas/Fort Worth, Texas

chyzy@beamrealestate.com

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Rainmaker
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Troy Jowers
Pogo Realty, LLC - New Orleans, LA
New Orleans Realtor

Thanks for the post, Chris. My major was Speech Communication, and I did much research in non-verbal communication...communicating in every way but the spoken word. So I think you're right that we need to present a complete package when dealing with buyers. Also, things like candles also provide us with a solution to the smells of renovation like fresh paint and caret glue!

Aug 21, 2009 05:55 AM #1
Rainmaker
610,286
Tracy Lee Parker
RE/MAX Dallas Suburbs/PLATINUM PROPERTIES & MANAGEMENT - Royse City, TX
Buy*Sell*Lease

Chris,

It gets really hot in Texas, so I carry a cooler with ice cold water in my car when showing properties.

Also, I suggested on a listing appt this am to a seller to get a "baked apple pie candle" and play soft music for showings. She has complete surround sound in the whole house.

Great ideas here!

Oct 15, 2009 10:30 AM #2
Rainer
90,161
Phil Hillerman
Crye-Leike Realtors® - Rogers, AR
Crye-Leike Realtors®

Good Morning Chris,  Good smells sure beat bad smells!  Apple pie verses pet pee, apple pie wins every time!  Have a great fall season.

Oct 18, 2011 02:15 AM #3
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