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Troy Palmquist has used custom scented candles throughout his real estate career. Here’s why a private-label scent can become one of the most effective branding tools in an agent’s arsenal.

Inman Connect

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I recently found myself doing something I hadn’t done in a while: Walking through a candle production facility, testing scents, choosing wax blends, and debating vessels and labels.

The purpose of this simple project was to create a small, custom end-of-year gift. But as I moved through the warehouse, smelling sample after sample, it pulled me back to something I’ve done before, both in my retail showroom days and in my brokerage: using scent intentionally.

And it raised a question I don’t think our industry talks about enough: We tell agents not to use air fresheners in listings — for good reason. Overpowering scents trigger suspicion. Buyers assume something’s being masked. Plug-in scent diffusers are a hard no.

But what if scent isn’t used to cover something up? What if it’s used to create a moment?

Scent works — whether we acknowledge it or not

When it comes to our five senses, scent is processed differently than the others. It goes straight to the part of the brain tied to memory and emotion. That’s not marketing fluff; it’s neuroscience.

In real estate, where decisions aren’t always as rational as we like to pretend, that matters.

A subtle, clean scent — fresh linen, light citrus, soft seasonal notes — can quietly influence how a space feels. Not loud. Not obvious. Just present enough to register as “comfortable,” “calm” and “inviting.”

The key word here is subtle.

Why a signature candle works as a brand tool

You’ve probably experienced the power of a signature scent yourself if you’ve ever shopped at Anthropologie. Its signature Capri Blue Volcano candle is as identifiable as any of its visual branding elements.

For real estate pros, the real opportunity from a branding perspective isn’t just the candle itself. It’s how it shows up across the client experience.

It creates a natural conversation-starter

At an open house, it happens every time: “That candle smells really good.”

That’s not small talk. That’s an opening: “It’s actually my own signature candle. I keep a few on hand — happy to send you one if you’d like.”

You’ve just created a reason to exchange information that doesn’t feel forced or transactional.

It feels premium without being flashy

Real estate is full of branded giveaways like engraved knives, logo wine openers and tote bags. Most are fine. Few are memorable.

A well-made, private-label candle feels considered. It signals taste. And unlike novelty items, it actually gets used.

It reinforces brand memory

If a client lights that candle months later and thinks of you — even briefly — that’s brand reinforcement that no postcard can replicate.

Where custom candles fit in the real estate workflow

This isn’t about turning agents into candle sales reps. It’s about thoughtful placement within your brokerage or team’s marketing ecosystem.

Open houses: Light it briefly before doors open, then extinguish it. Let the scent linger without overwhelming the space.
Staging: Treat it like a design element — in a tray on a kitchen counter, on a nightstand or in a bathroom vignette.
Closing gifts: Pair your custom candle with a bottle of wine or a handwritten note. It feels personal without being overdone.
Seasonal client gifts: One candle, once or twice a year, is far more impactful than multiple generic drop-offs.

This isn’t about candles — it’s about creating an experience

Great agents don’t just sell homes. They shape how people remember the process. An elegant custom candle with your signature scent is one of the simplest ways to create an emotional response, a sensory cue and a reminder that details matter to you.

In a business built on trust, memory and connection, those details can make the difference between top of mind and “Who’s that?”

Troy Palmquist is the founder and principal at HomeCode Advisors. Connect with him on LinkedIn.

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