A necessity of marketing about real estate, even vendor managed housing market in 1980s, has become a pressing issue according to the focus on customer oriented market which is caused by oversupply and foreign-exchange crisis.
As the abolition of Price limitation system, there have been a lot of competition in housing market. Construction companies have tried to differentiate their brand image by creating new concept and making unique apartment, and that emerged as a branded apartment.
Among the changes of housing market, marketing communication, which can mutually communicate and relate to, took center stage to appeal to customer with their brand image.
This study attempts to reconsider the marketing communication and clarify the trends of societies and cultures of housing market.
As considering the preceding research about the concept and strategy of marketing communication and channel, this study suggests versatile practical uses of marketing communication, which enables to communicate enterprise and customer in the real estate market with literature preceding research.
As advances in technology have left a little gap between functions of commodities, it has changed that we purchase some goods with our sensibility, rather than its functional aspect.
In sensibility consumption society, storytelling is a skill which embodies marketing communication efficiently.
Storytelling, which is from ancient times, is an efficient way of communication. It is a technique that drives the sympathy of customers by offering a story related to the brand, not an objective explanation.
Through a brand story, a consumer builds an image of the company naturally, not unilateral cramming information. And it enhances persuasive effect by using information without repulsion.
This study considers both a concept and a strategy of the storytelling marketing by preceding cases and researches. Simultaneously, it guides the basis of follow research on various channels, which underline the strength of storytelling along with digital technology development.
In this study, it shows 8 commercials, which belong to the top ranking construction companies; they were approached from semiotic and narrative methods.
Although it has come into wide use of storytelling in every field such as politics and social studies, it hasn't used in real estate study.
Therefore, this paper attempts to suggest the direction to follow research and provide usage of storytelling in real estate field by studying how storytelling applied in those commercials.