Your apartment property brand should be a magnet, attracting a targeted demographic of potential renters who identify with the location, appearance, price and personality of your property.
But what if your brand isn’t that different from your competitors?
Is there something you can do to ensure that apartment shoppers remember your property when making their final decision?
The answer is yes and it just may be the greatest marketing tool your clients will never see.
The Science of Scent
From retailers, hotels and fitness clubs, to healthcare waiting rooms, senior care facilities and veterinary clinics, more and more businesses are discovering the scientifically-proven benefits of scenting spaces.
Most are using new state-of-the-art scent distribution systems that disperse fragrances evenly over large spaces. These cold-infusion scent distribution systems atomize fragrance oils, convert them into molecules and disperse them throughout the environment.
Thousands of scents and scent combinations offer just as many ways to make an emotional connection with potential renters and build on your brand identity.
Six Ways Scent Can Enhance Your Apartment Property Brand
Here are six ways that scent can enhance your brand and build on the feelings and experiences of your brand concept.
#1: Improve Perception.
Research shows that ambient scenting has a positive effect on the perception of service quality, cleanliness, and personal wellness.
For example, citrus scents such as lemon, orange and grapefruit have been used in household cleaning products for decades, giving these aromas a strong memory correlation with cleanliness and order. Evoking those memories by using one or more of these scents reinforces the impression that your center is kept clean and well-maintained.
#2: Build Value
Research also shows that scented areas are perceived as higher-end and more luxurious.
For example, a Nike study showed that scent affected desirability of shoes in 84% of test subjects. Some of those tested were even willing to pay 10-20% more in scented environments.
#3: Introduce a New Sensory Component
You can build a stronger connection between your customers and brand by employing a multi-sensory experience.
Think visual with your grounds, leasing office, clubhouse, fitness room and model apartments. Think auditory with overhead music selected to fit your target demographic. Think taste by offering a cold beverage or coffee. And think scent to bring it all together with an even stronger emotional anchoring attachment.
#4: Encourage Brand Preference
Scent can work to build your brand by connecting a positive smell with a positive experience, creating a positive brand connection.
Scent also increases the customers’ memory of the brand, meaning that whenever they smell your brand scent, they will think of you.
#5: Make a Brand Distinction
Some companies go as far as creating a one-of-a-kind signature scent that helps them distinguish their brand from the competition.
Abercrombie & Fitch was one of the first stores to accomplish this using their ‘Fierce’ scent to bond with their teenage male customers.
Westin Hotels is now famously known for its ‘White Tea’ signature scent, selected for its international appeal and qualities that relax and energize customers.
# 6: Get Personal
Mass marketing is anything but personal. However, because sensory branding breaks through the clutter, it is often used to relate to the customer in a more personal way.
Let Scent Give Your Apartment Property Brand a Lift
If your apartment property brand needs a lift that will improve perception, build value, introduce a new sensory component, encourage brand preference, make a brand distinction or get more personal, consider scenting your apartment leasing office, clubhouse, fitness room and model apartment.
Scent can do more than give your brand a lift. Scent can also help you make a great first impression in your apartment leasing office and give your model apartments an edge.
To learn more about scent, cold-infusion delivery systems and how they can benefit your apartment property …