Changes in Apartment Sales Marketing Due to COVID-19

[Asia Economy Reporter Yoo In-ho] The real estate pre-sale market is also changing due to the spread of the novel coronavirus infection (COVID-19).

As the number of buyers trying to avoid face-to-face contact increases, people are flocking to cyber model houses ahead of subscription. Explanations about the apartments for sale are also being conducted through interactive communication via drones and online SNS.

In fact, on the afternoon of the 25th of last month, cars lined up at the drive-thru set up in the parking lot near the model house of POSCO Construction's 'The Sharp Songdo Centennial,' located at 37-2, Songdo-dong, Yeonsu-gu, Incheon.

Due to the spread of COVID-19, instead of opening the model house to the public, a drive-thru was operated, and prospective buyers visited the site by car. Since the drive-thru opened on the 22nd, 5,000 cars have visited over three days.

POSCO Construction operated a 'drive-thru' service in the parking lot near The Sharp Songdo Centennial model house. Visitors received subscription guidebooks, personal hygiene items (hand sanitizer, wet wipes), and coupons for phone consultation reservations (limited on a first-come, first-served basis) without leaving their vehicles. After receiving the coupon, they could make a phone reservation at their preferred time, and a professional consultant provided subscription guidance.

At the cyber model house, various details of the complex can also be viewed. In the VR showroom, where one can experience the units as if in reality, the detailed layout, interior, and optional selections for each unit can be vividly confirmed, showcasing the product value of the complex.

Thanks to this untact marketing, POSCO Construction achieved great success, with the first-priority average subscription competition rate for The Sharp Songdo Centennial reaching 143.4 to 1 on the 4th. For this first-priority subscription, The Sharp Songdo Centennial in Yeonsu-gu, Incheon, which recruited 190 households, received 27,251 applications combining the local and other regions.

Moreover, POSCO Construction has further advanced its untact marketing. On the 28th of last month, it opened a cyber model house and started marketing for 'The Sharp Gwangju Forest' using a more evolved interactive untact marketing approach. The Sharp Gwangju Forest is conducting one-on-one consultations via KakaoTalk for the first time in the industry.

Using KakaoTalk, it moves away from the traditional method of sending push (notification) messages unilaterally to existing interested customers, allowing consumers to directly inquire about their questions. Unlike phone inquiries, there is no waiting time, and responses are quick, making it convenient.

Additionally, on recent YouTube channels, real estate experts and famous broadcasters appear to introduce videos explaining the location of specific apartment complexes and model houses. Consumers can now resolve all their questions related to the complex?such as floor plans, community facilities, and product features?anywhere with just a smartphone, without visiting the model house in person.