Apartment Sales and Corporate PR Now on YouTube
Lotte Construction Leads Industry in YouTube Views
GS Construction Nears 700,000 Subscribers, Ranks First
Hyundai Engineering & Construction Executive Joins Mafia Game
Lotte Construction Apartment Brand Official Channel 'Okerotkae' Content 'Mom's Time'. The video surpassed 3 million views within 3 weeks of release. Provided by Lotte Construction
In 2020, when face-to-face marketing became difficult due to COVID-19, construction companies turned their attention to YouTube. At that time, it was simply a means to deliver information about apartment sales, but as its effectiveness in attracting real customers became evident, it has continued to be used strategically to this day. With content such as web variety shows and observational camera programs becoming more diverse and fresh, these channels have now established themselves as the core of 'digital apartment sales marketing,' contributing not only to enhancing brand image but also to appealing to consumers' emotions.
According to the construction industry on May 19, the YouTube channel with the highest cumulative views in the industry is Lotte Construction's apartment brand channel 'Okerotkae.' Since the channel began full-scale operations in July 2021, its videos have surpassed 45.14 million views as of this date. This is more than GS Construction, which has 44.48 million views and is ranked first in the industry by number of subscribers. 'Okerotkae' currently has 405,000 subscribers.
◆Lotte Construction's 'Mom's Time'= Lotte Construction places more emphasis on storytelling than advertising and on sincerity rather than strategy. Its representative content is 'Mom's Time,' a video in which the child of an actual resident records a day in their parent's life in the style of an observational camera. Created through the voluntary participation of residents, this video surpassed 3 million views within three weeks of release and has now exceeded 3.559 million views. Comments such as "I cried my eyes out," "I started crying while watching next to my wife, and then she cried too," and "My dry eyes were cured" reflect the enthusiastic response. The video has received more than 1,200 likes and nearly 1,000 comments.
A Lotte Construction representative said, "These 'touching videos' express the satisfaction of Lotte Castle residents through video," adding, "They have become an opportunity for residents to feel a greater sense of pride." In fact, the number of consumers visiting model homes after watching the YouTube channel videos is increasing.
'Okerotkae,' which focuses on content immersion and emotional resonance, won the Grand Prize in the Video Content category at the 17th Korea Communication Awards. The web variety show 'Sonpum Balpum Imjangi' won the Integrated Grand Prize in the Construction Brand category at the Social i-Award 2024.
Lotte Construction's official in-house content YouTube channel 'Lotte Construction TV' content 'Lotte Clubs - Embroidery Club Hanttam' episode. Lotte Construction YouTube.
Lotte Construction's in-house content channel, 'Lotte Construction TV,' is also receiving positive reviews. It features a variety of content, including in-house club activities, employee vlogs, and in-house lectures. All cast members, planners, and videographers are company employees, with only editing outsourced.
A Lotte Construction representative explained, "Like the lecture program 'Sebasi (15 Minutes to Change the World),' employees appear themselves and share their own stories," adding, "This not only motivates employees internally but also naturally communicates the company atmosphere to the outside." According to the company, club membership rates have increased since the content was released, and executives are increasingly paying attention to employee activities.
◆Construction companies actively utilizing YouTube channels= Other major construction companies are also actively operating YouTube channels. GS Construction launched its apartment brand channel 'Xi TV' in 2019. It currently has about 698,000 subscribers, the highest in the construction industry.
In February 2020, at the height of the pandemic, GS Construction attracted attention by being the first in the industry to broadcast a live model home tour. In June of the same year, it reached 100,000 subscribers, becoming the first Korean construction company to receive YouTube's Silver Button. Most content features celebrities, athletes, and announcers delivering information about loan strategies, interior design, and more.
Hyundai Engineering & Construction in-house content YouTube official channel 'Hyundai Engineering & Construction' content 'Finding Executive Director AZ hiding among MZ managers'. Hyundai Engineering & Construction YouTube
Hyundai Engineering & Construction recently drew enthusiastic responses with its web variety content 'H-Mafia,' in which an executive participated anonymously. Comments included, "This is hilarious," "Is there a job opening at Hyundai Engineering & Construction?" and "The company atmosphere looks great."
This video, in the format of a 'mafia game,' features Ji-Hong Lim, Executive Director of Hyundai Engineering & Construction's Housing Business Division, communicating with employees in the chat while concealing his identity. The video surpassed 35,000 views in about a month.
An industry official stated, "Apartment advertisements, like car advertisements, have the effect of boosting consumer self-esteem," adding, "YouTube content from construction companies is an important tool directly linked to building brand loyalty."
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