Scent Sells: Why Smell is One of Real Estate’s Most Powerful First Impressions

The undeniable power of scent in real estate: From first impression to final sale

In real estate, first impressions aren’t just important—they’re irreversible. From the moment a buyer steps through the door, they’re forming an opinion long before a word is spoken. And one of the most influential—but often overlooked—factors in that decision? Smell.

The Science of Scent and Emotional Connection

Smell has a direct pathway to the limbic system, the part of the brain responsible for memory and emotion. It’s instant, emotional, and nearly impossible to override. According to studies, people can recall a scent with 65% accuracy after a year, compared to 50% for visuals after just three months.

That means the scent of a home, pleasant or otherwise, doesn’t just register. It lingers.

Why Smell Matters in Real Estate

Whether it’s a multimillion-dollar condo or a charming brownstone, scent can elevate or sabotage the entire showing. Even the best staging can’t undo the emotional response of walking into a space that smells musty, stale, or overly perfumed.

And while visuals speak to the eyes, smell speaks to the soul. A buyer may not remember the pattern of a tile, but they’ll remember how they felt the moment they walked in—and smell drives that emotional cue.

The Power of “Fresh”

A freshly cleaned home has a smell—and it’s one buyers love.
That just-cleaned scent, paired with fresh air from opened windows, sends a subconscious message: this home has been loved and cared for. It’s especially powerful in vacant properties, where emptiness can otherwise feel cold.

Fresh paint also tells a story.
It’s not just visual—there’s a subtle scent of “newness” that buyers equate with readiness, value, and effort. It’s clean, neutral, and often suggests that other details have been handled with care too. (Just avoid strong oil-based paints right before showings—subtlety matters.)

Scent Strategy: What Works (and What Doesn’t)

What to avoid:

• Plug-in air fresheners or heavy sprays

• Scented candles during a showing

• Trying to cover a bad odor instead of removing it

These come across as artificial and often make buyers wonder what’s being hidden.

What works:

• Citrus (clean and energizing)

• Soft vanilla or cinnamon (warm and comforting)

• Light eucalyptus or lavender (spa-like calm)

• Fresh flowers or real greenery (natural and clean)

• And our go-to: the Williams Sonoma simmer.

The Williams Sonoma Signature Simmer

This is our favorite listing prep move—and it works every time.

The recipe:
In a small pot of filtered water, bring to a light simmer:

• A few lemon slices. A whole lemon is fine.

• A  few sprigs of rosemary

• A splash of vanilla extract

• Whole Peppercorns

Let it fill the home with a fresh, welcoming scent that says, “This home is where life happens.” It’s warm, subtle, and never overpowering. The kind of scent that feels like home.

In real estate, you don’t get a second chance to make a first impression. While most sellers focus on critical visuals—staging, paint colors, pillows, lighting—it’s scent that sets the tone.

Buyers may not notice the art. But they’ll notice if the house feels clean, fresh, and cared for. That’s the power of scent.

When thoughtfully executed, scent becomes part of your positioning—an invisible edge that can emotionally seal the deal before the tour even begins.

— Craig Hogan & Rudy Zavala
Hogan Zavala Group | Engel & Völkers Chicago

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