Creating a New Style of Buying / Selling Home
MY HOME MARKET is a virtual housing exhibition platform where users can compare and experience multiple housing brands and homes online.
Traditionally, people considering buying a home were expected to visit physical housing exhibition centers, spending significant time gathering information and comparing different options. However, while purchasing a home is one of the biggest decisions in life, the overwhelming amount of information and differences in expertise often made the experience stressful and difficult for consumers.
At the time, although many services were beginning to shift online, the belief that “you can’t buy a house online” was still deeply rooted among both consumers and the housing industry.
This project reexamined the entire user experience of home buying and created a new brand experience where users could compare homes online while naturally imagining a lifestyle that suited them.
In addition, this project was born from the success and recognition of the philosophy and business model behind JIBUN HOUSE, a brand previously developed by BOEL. It became an initiative to expand the possibilities of online-first home-buying experiences into a larger platform for society.
Context
The Process of Comparing Homes and Gathering Information Was Burdensome
Buying a home is one of the most important decisions many people make in their lives. In reality, however, the amount of information involved was enormous, and differences between housing companies were often difficult to understand, making the comparison process itself overwhelming.
Traditional housing exhibition centers also required people to physically visit each location, creating burdens related to travel, time constraints, and even the psychological pressure of interacting with sales staff. As a result, many people felt it was difficult to casually explore options even when they were still in the early stages of information gathering.
In addition, each housing company presented information differently, making it difficult for consumers to compare homes across brands in a consistent way. Ideally, choosing a home should be an experience of discovering a lifestyle that matches one’s values and way of living. However, the process itself had become increasingly complex and burdensome.
At the time, the assumption that “people need to physically see a house before buying it” remained deeply rooted, and the idea of comparing and considering homes online had not yet become mainstream.
Approach
Redesigning the Entire Home-Buying Experience Through Online Platforms
This project redefined housing exhibition centers not simply as places to compare houses, but as spaces where people could experience different lifestyles and discover homes that suited them.
By designing a structure where users could compare and experience multiple housing brands and spaces online, the platform enabled people to explore homes freely, without being restricted by time or location, and at their own pace.
The project also focused not on listing specifications and features, but on creating a brand experience that allowed users to naturally imagine how they would live in each home and what kind of time they could spend there.
Behind this project was the philosophy and brand strategy developed through JIBUN HOUSE — an approach centered on online-first home-buying experiences. That philosophy, which sought to make home buying more open and accessible, led to the creation of the MY HOME MARKET platform concept.
This project redesigned the entire home-buying journey, including online customer interaction and comparison experiences, establishing a new form of brand communication within the housing industry.
Outcome
From “Searching for a House” to “Choosing a Lifestyle”
Through these efforts, MY HOME MARKET evolved beyond a simple virtual housing exhibition platform into a brand that transformed home selection into a more open and flexible experience.
Users became able to compare homes not only based on housing companies or specifications, but also while imagining the kind of lifestyle they truly wanted. As a result, the platform reduced the psychological burden associated with information gathering and comparison, helping people make decisions more independently and confidently.
The ability to compare housing brands online also created entirely new touchpoints beyond traditional housing exhibition centers, changing the relationship between consumers and housing brands themselves.
Furthermore, the project demonstrated a new approach to branding in the housing industry — shifting the focus from “selling houses” to “designing the experience of choosing a home.”
As a result, the project became more than just a housing platform. It redefined the decision-making experience of buying a home and challenged the long-standing assumption that “you can’t buy a house online.”
This project was built on the idea of creating an environment where people could choose a lifestyle that truly suited them, rather than simply selling houses.
It became an initiative that introduced new possibilities for user experience in one of life’s biggest decisions: choosing a home.
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