Lotte's Le El tops high-end apartment brand preference survey

Lotte E&C's Le El brand has topped a high-end apartment preference survey conducted by Real Estate 114.

Real Estate 114 said Monday it surveyed 3,849 people nationwide from June 19 to June 26 on high-end apartment brand preferences, with Le El receiving the support of 58.4 percent of all respondents — based on multiple-choice answers — to claim first place. Hyundai Engineering & Construction's The H came in second at 50.5 percent, followed by DL E&C's Acro at 50.1 percent.

<style ref="s0">"Le El received broad support regardless of individual conditions such as gender, age or region, and also scored consistently high across key survey categories including brand awareness, favorability and intent to reside," a Real Estate 114 official said.</style>

The brand's standing was further reinforced when Cheongdam Le El was also named the top complex for "most premium image" among 24 major high-end apartment developments that have completed move-in or launched pre-sales over the past two years.

When asked what conditions are necessary for a brand to be considered high-end — based on multiple-choice answers — "premium location" ranked first at 69.5 percent. It was followed by premium community facilities at 61.0 percent, differentiated exterior and architectural design at 55.0 percent, privacy-focused design at 35.9 percent, and brand distinctiveness and image at 33.8 percent.

"Amid continuously growing demand for high-end apartment brands, Le El applies strict criteria before granting its brand designation," said Yoon Ji-hae, head of the research lab at Real Estate 114. "The significance of this survey lies in how Le El has cemented its image as a top-tier brand — built on a rigorous management system and bolstered by the reputation of massive new move-in complexes such as Cheongdam Le El and Jamsil Le El."

Meanwhile, Cheongdam Le El — named the top high-end complex of the past two years — currently has asking prices for its 84-square-meter units starting in the high 4.9 billion won ($3.17 million) range. Units with Han River views can fetch well over 7 billion won.