Key points
Down-tier association
A scent visitors recognise from malls, gyms or washrooms places the building in that tier.
Mismatch
A scent that clashes with the building’s design loses the positive effect a fitting scent creates.
Poor delivery
Overpowering beside one unit and absent elsewhere: the corner-diffuser problem.
When the scent works against the asset
Many owners treat scent as an optional extra that, at worst, does nothing. In practice, a poorly chosen or poorly delivered scent can work against a building. Every visitor registers it, and every visitor compares it with other places where they have smelt something similar.
Research on ambient scent finds that a scent which fits its environment improves how people evaluate a space, and that when scent and environment do not fit, the positive effect is lost. For a Grade A building, that is a risk to the experience its premium is built on.
The value chain, in reverse
JLL research links rent premiums to the quality and differentiation of a building’s experience. A down-tier or mismatched scent weakens that differentiation at the first point of contact, which means a weaker impression at viewings and renewals, the inputs to NOI and capital value. We make no claim that a scent alone changes a valuation. The risk is to the premium the asset is positioned on.
Four ways a scent works against a building
Each one shows up in a lobby scent tier audit.
A catalogue or functional scent shared with lower-tier spaces
A fragrance that clashes with the materials, light and brand
Overpowering intensity beside one diffuser and nothing elsewhere
Different, inconsistent scents from zone to zone
An owner’s checklist
Three questions to ask about your building today.
Where else smells like this?
If visitors could smell the same scent in a mall, gym or hotel, it is not differentiating your building.
Does it fit the building?
A scent should match the materials, light and brand. If it does not, it loses its effect.
Is it even?
Walk the lobby end to end. If the scent changes with every step, so does the impression.
Frequently asked questions
1. Can a scent really lower the value of a building?
Research does not measure valuations directly. It shows that a scent which does not fit loses its positive effect on how people evaluate a space. For a premium asset, that weakens the differentiation the rent premium relies on.
2. Is no scent better than the wrong scent?
Often, yes. A clean, neutral space does less harm than a scent that signals a lower tier.
3. What is a down-tier scent?
A functional or catalogue fragrance that visitors associate with lower-tier spaces. See scent tiers.
4. How do I find out if my building has this problem?
Book a lobby scent tier audit.
5. What does PrimeScents do differently?
A signature fine fragrance matched to your building through cross-modal congruence, engineered coverage and a fully managed service.
6. Where can I read more?
Get started
Find out what your scent is signalling
A lobby scent tier audit shows whether your building’s scent supports its premium or works against it.