The suburban smells Aussies love and that can help drive property prices and buyer demand: Apollo Auctions

From fresh coffee to sea air, find out what scents can make a suburb smell like home — and potentially more money when you are ready to sell.

David Bonaddio

@daveobigbro

2 min read

March 13, 2025 - 12:30PM

Melbourne’s best-smelling suburbs are winning over homebuyers, with scents like fresh coffee, salty sea air, and malty brewery aromas influencing property decisions.

Not all suburbs are created equal – some smell like fresh-baked bread and coffee.

Others, do not. And buyers are sniffing out the difference.

From the malty warmth of Abbotsford’s breweries to fresh sea air in Williamstown, Melbourne’s most pleasant-smelling suburbs are becoming an unexpected drawcard for homebuyers.

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Abbotsford brewery workers toast their success, and for some buyers the aroma their job brings to the suburb is a rich, malty selling point. Picture: Jason Edwards.

Monash Business School Professor Harmen Oppewal said scent was powerfully linked to emotion and memory, making it an influential factor in property decisions – even if buyers don’t realise it.

“Scent bypasses conscious thought and triggers emotional responses,” Prof Oppewal said.

“It’s why a familiar smell can create a sense of comfort, while an unpleasant one can cause an instant aversion.”

For some buyers, that emotional pull has already influenced their decision on where to live.

The fresh scent of salty sea air in Williamstown, Altona, and Brighton is luring homebuyers looking for a coastal escape without leaving Melbourne. Picture: Ian Currie

Homebuyer Amy Lee said the brewery aroma of Abbotsford played a role in her choice to move there.

“It’s rich, malty, and warm — it reminds me of my grandfather, who used to home-brew beer,” Ms Lee said.

“Every time I walked through Abbotsford, that scent made the place feel like home.”

Auction expert Andy Reid said scent plays a bigger role in property sales than many realise, with some sellers using coffee, bread, and citrus to seal the deal.

For coastal suburbs like Williamstown and Altona, buyers say the smell of the sea gives them an instant sense of relaxation.

And suburbs surrounded by greenery, such as Belgrave, Eltham and Warrandyte, also benefit from the natural eucalyptus aroma, which many associate with fresh air and peaceful surroundings.

Apollo Auctions Victoria head Andy Reid said scent plays a bigger role in home sales than people think.

Nestled among eucalyptus trees, Belgrave and Mount Dandenong offer buyers more than just fresh air – their natural scents create a calming, peaceful vibe buyers love.

“For some people, the smell of fresh coffee and baked bread from a nearby cafe makes them feel at home,” Mr Reid said.

“For others, the scent of eucalyptus or salty air creates a sense of calm. It’s an emotional response, and that influences decisions.”

With Melbourne’s property market becoming more competitive, the Apollo Auctions Victoria head said some vendors were using scent to their advantage – baking bread, brewing coffee, or using subtle citrus and vanilla fragrances during inspections.

“For some suburbs, nature is doing all the work, offering buyers a home that already smells like home,” he said.

The rich aroma of fresh coffee in Carlton, Fitzroy, and Brunswick isn’t just for cafe lovers – it’s helping drive up demand in Melbourne’s trendiest suburbs. Picture: iStock