Apartment Trends: Customized Scents

apartment scent marketing

Image by vagawi via Flickr

It’s no secret that scent is tied to retail success. From the smell of pretzels in shopping malls to potpourri in retail shops, “scent marketing” is catching on in a variety of industries to relax customers, get them to stick around longer, and make them more inclined to make purchases. So why not create a customized scent to improve prospective renters’ impression of a home? That’s exactly what one Dallas, TX condo building is doing to help market their luxury rental building.

StreetLights Residential in Dallas, a luxury rental building with 308 units, decided to select a signature scent to market their units. Common areas like the lobby have a light floral scent to accompany floral arrangements, and the fitness center has a more woodsy scent. Smell is just one of the five senses Tom Bakewell, the chief financial officer of StreetLights Residential, incorporates into marketing their units: renters see and touch unit features, drink beverages, listen to music during the showing as well.

Other luxury residential buildings around the nation have also selected signature scents to set them apart. An industrial luxury condo conversion in New York’s West Village, The Printing House, has scent machines in model units and common areas to pump in a fresh aroma designed to complement the building’s high ceilings. Downtown Miami’s One Thousand Museum condo plans on using scent in the reception area to evoke sunny beach breezes.

Scent marketing is a growing trend in the residential building sector to help brand the community and create a sense of place for residents and prospective residents. In real estate, scent is often used to make a home smell more inviting, especially during showings. Diffusers in the bathroom, cookies baking in the oven, or even coffee brewing on the counter can help make a strange new apartment feel more like home.

What scent do you use to help show your property? Share with us in the comments below!

Catch up on other apartment trends by reading about cantilevered buildingssmart technology for your apartment communitycar-sharingpet amenitiesbike-friendly communitiesextreme amenities, and apartment buildings designed to promote healthier lifestyles.