A Scented Statement

Industry Leader Long & Foster Innovates with Bespoke Home Fragrance

October 14, 2019

This upcoming holiday season, Long & Foster Real Estate will launch a signature home fragrance, LF68, the first of its kind in the residential real estate industry. The company, founded in 1968, worked with famed French fragrance house, MANE, to develop its olfactive signature that continues Long & Foster’s tradition of trendsetting in the market. The LF68 bespoke fragrance is available to the public exclusively through Long & Foster this holiday season.

LF68 is designed to be an integral part of the homebuying and selling experience. Interest in ambient scenting has increased exponentially in recent years for hospitality and retail brands as research reveals that scent memory is stronger than visual. Long & Foster saw a unique opportunity, and natural connection between scent and home, to develop a signature fragrance to complement its array of innovative marketing tools, technology and offerings—using scent to help its customers realize their true meaning of home.

“LF68 is the result of our passion and enthusiasm for innovative marketing and for providing memorable experiences to our clients. Our agents and marketing team helped bring this to life, and we can all be proud of LF68 and what it represents and, no doubt, leave a lasting impact in the marketplace,” said Jeff Detwiler, president & CEO of The Long & Foster Companies, parent company of Long & Foster Real Estate.

As an industry leader, Long & Foster continually develops and innovates its approach to home selling and buying. Developing a bespoke fragrance is both a nod to its pursuit of making the homebuying and selling process extraordinary and an extension of its brand platform “Dwell in the uncommon.”

“Creating an olfactive experience through brand expression was something we had been thinking about for some time. LF68 showcases our commitment to pushing the boundaries of creative marketing in the real estate space. It’s sophisticated and elegant, reflective of our brand, and an incredibly modern form of experiential marketing that no one in the residential marketplace is doing,” said Long & Foster’s Director of Marketing Elena Solovyov.

Ensuring that the right scent was developed was paramount to the mission of building a new experience for homebuyers and sellers. From working with the masters of fine and functional perfumery to selecting the fitting fragrance components to tell its brand story. Leading notes of champagne rose and rhubarb evoke elevated emotions and a pleasant reminder of home. Subtler profiles of lemon provide freshness alongside nuances of powder to convey a clean feeling. Lavender leaves offer an essence that is authentic, finishing a delicate composition capable of transporting you to a spring dinner party.

“Emotions are a major factor in the real estate experience. Our aim has always been to provide incredible service and deliver on our customers’ expectations. A bespoke home fragrance allows us to tap into those emotions and help our customers experience their perfect home and create lasting memories,” Solovyov said.