There’s a more direct, cost-effective way to connect with consumers. You’ve heard the usual advice—leverage your sphere of influence, and send direct mailers—but sensory marketing offers a powerful edge without requiring extra time or money.
By leveraging the science of sensory marketing, you can engage buyers’ brains in a way that strengthens your brand and sells listings faster.
What is sensory marketing?
On a basic level, sensory marketing is earning customer’s trust and attention by appealing to their five senses.
According to Harvard Business Review, new research that centers on “embodied cognition”—the idea that without our conscious awareness, our bodily sensations help determine our decisions.
In fact, many neuroscientists believe that over 95% of our decision-making processes and emotions happen subconsciously.
When you appeal to a consumer’s five senses, you trigger their subconscious in a way that makes them reach decisions in a way that traditional marketing by itself could never do!
Examples of sensory marketing
The reason sensory marketing works is that consumers don’t perceive it as marketing and thus don’t react with the usual negative feelings towards ads and other promotions.
Buying a new car
Think about the last time you bought a new car. Do you think that “new car smell”, or the gratifying sound of the door opening was created by accident?
Carmakers have been using sensory marketing for years to help sell their cars by creating a unique and luxurious experience.
Dunkin Donuts
Another great example is a Dunkin’ Donuts campaign that ran in South Korea. When the donut chain’s jingle played on city buses, an atomizer released the smell of fresh coffee. The use of brand recall (the jingle), and their product (coffee) increased visits to Dunkin’ Donuts shops near bus stops by 16% and increased their sales by 29%!
Cinnabon
When you walk by a Cinnabon in the mall, are you tempted to grab a delicious, warm cinnamon bun? It might be because that unforgettable scent triggers tasty memories that make you buy one so you can experience that memory again and satisfy your craving.
Ways to use sensory marketing
You don’t need to be a large consumer brand to use sensory marketing.
Use the power of smell
Enhance your real estate listings with sensory marketing by engaging buyers’ senses to create a lasting impression. Use scent strategically—light a subtly fragrant candle or bake cookies before an open house to evoke warmth and comfort.
Create an inviting space with light music
Incorporate soothing background music to make spaces feel inviting and elegant. Optimize lighting to highlight key features and create a welcoming ambiance. Encourage touch by showcasing high-quality materials like plush carpets or sleek countertops.
Offer light beverages
Even taste can play a role—offering refreshments can make buyers associate the home with hospitality. By thoughtfully engaging the senses, you create an emotional connection that helps buyers envision themselves in the space, making a sale more likely.
Elevate your listings with Virtuance
Ready to make your listings stand out and attract buyers on a deeper level? High-quality visuals are the foundation of sensory marketing in real estate.
Stunning photography and virtual 3d tours capture the essence of a home. This creates an emotional connection before buyers even step inside.
Let us help you showcase your properties with expert real estate marketing photography that highlights every detail beautifully. Schedule a shoot with Virtuance today to elevate your listings and sell faster!
FAQ
Yes! While in-person sensory experiences are powerful, you can still apply sensory marketing online. High-quality photography and video tours showcase the home’s best features, while descriptive language can evoke sensory details—such as “the warmth of natural sunlight streaming through oversized windows” or “the inviting crackle of the fireplace on a cool evening.”
Simple, low-cost strategies include playing soft background music during showings, using fresh flowers for a natural scent, adjusting lighting for a warm ambiance, and ensuring surfaces feel clean and smooth. Even offering complimentary beverages, like coffee or infused water, can enhance the experience
Absolutely! Whether you’re selling a luxury home, a cozy condo, or a commercial space, sensory marketing helps create a compelling atmosphere. The key is to tailor the sensory elements to the target audience. For example, a high-end home might benefit from sophisticated scents and classical music, while a family-friendly home could use comforting aromas like fresh-baked cookies.
