Can a scent really help you sell a home? – The Telegraph

Marcel Proust knew about the power of the senses to evoke happy memories. Cues in everyday life – in his case, the smell of a madeleine dipped in tea – can spark a sense of security or joy.

Retailers and hoteliers have ­exploited our involuntary responses to certain smells for many years, and estate agent folklore says that aromas of freshly brewed coffee or baking bread can help sell a home. But does scent really make us buy a house?

At Buxmead on The Bishops Avenue developer Harrison Varma commissioned aromatherapist Alexandra Soveral to create bespoke scents for the super high end scheme of serviced apartments, where prices start from £6.9 million.

“The quickest way to add warmth and personality to a brand new home is to use scent – smell is very related to our emotional state,” says Portuguese-born Soveral, who has also created a Highgrove scent for Prince Charles. “I used the cedars around the Buxmead site and the interior’s wood panelling as a starting point. The fresh Alpine wood smell of balsam fir evokes a sense of “welcome home”. I think of Christmas trees and happy family times. I added petitgrain [orange tree twigs] to lighten it up and in the cinema and bar areas I used aged vetiver – think tobacco and leather chairs – to add a sense of warmth and maturity.”

Scent plays a part in creating a narrative or back story to a property – something that is increasingly important in helping to sell homes in high-end new schemes.

Read the full article about bespoke luxury property scents at The Telegraph.