Home Fragrance and The Luxury Property Market

Why have fragrance in the home when buying or selling property?

The sense of smell plays a significant role in creating a pleasant and inviting atmosphere in a home, and has a massive effect on the body's limbic system related to memory and emotion. Using scented candles, room sprays, or fragrance diffusers during property viewings can help to create a cosy and welcoming viewing experience and a unified and cohesive experience for visitors. Buyers or renters may find a pleasant-smelling space way more appealing, so incorporating home fragrance products in a viewing session can help estate agents make a positive and lasting first impression as visitors recall the smell of your space. 

A good option would be to select a signature fragrance that perfectly represents your agency and use the same fragrance for all your viewings to help build a strong brand identity and create a sense of exclusivity. As smell is closely linked to the formation of emotional connections, your signature fragrance can not only create a sense of consistency and professionalism, it can also help grow trust and credibility in your business.

One should always consider the intensity of a scent to ensure that it's not too overpowering or overwhelming. Fragrance diffusers or scented candles can create a more subtle, consistent aroma flowing through the home as opposed to having a strong burst of fragrance in just one area. At the end of the day, we want to create a pleasant and inviting atmosphere with a broad appeal that will make any potential buyer feel at home.

Which scents work best in the real estate context?

We would focus on neutral and universally appealing scents that won't offend or overwhelm potential buyers. Fresh and cleaner scents such as those containing citrus and lavender, for example, work well in the real estate context as they are known for their uplifting and refreshing properties. Other scents, such as vanilla or cinnamon can create a warm and inviting ambience, are generally not overpowering, and appeal to a wide range of people.

How has scent been developed to serve the luxury real estate market?

As scent has become an important element in the luxury real estate market, fragrance companies now develop bespoke solutions that reflect the style and personality of the agency or property to help create unique and memorable experiences for potential buyers. These scent solutions may be used to enhance designated areas such as the lobby, spa, or fitness area. 

Using fragrance in luxury real estate is a way to create a multisensory experience that complements the high-end amenities and luxurious finishes found in these properties, delivering a more elevated and sophisticated lifestyle experience.

Where in the home would be best to position these scents and why?

Consider the layout of the property and the areas that potential buyers would most likely spend the majority of their time in. Common areas such as the living room, kitchen, and dining room and areas known for relaxation, such as the bedroom or bathroom are best to position home fragrance products in. Use fresh and clean citrus scents in the kitchen to counteract odours from cooking and scents like lavender and ylang-ylang in the bedroom or bathroom to encourage a feeling of relaxation and create a spa-like ambience.


Contact us on 021 001 4330 or email info@thefragranceroom.co.za for more on our bespoke offering and how we can help you bring your home fragrance vision to life. Our team prides itself on a high level of quality and creative branding delivered across a diverse portfolio of clients. We set out to understand and embrace our client’s vision incorporating their brand identity, target audience, and unique preferences to create a bespoke fragrance solution that not only reflects their business values but also leaves a lasting impression on their customers.