Experts named the main buyers of deluxe housing in Moscow

In 2025, a stable portrait of a buyer has formed in the Moscow deluxe real estate segment, analysts from Floors and Baltschug Development told Izvestia on June 7. The core of the demand is made up of wealthy married couples aged 40-50 who are purchasing housing for their own living.

Most of the clients are families with children, representatives of highly profitable professions, business owners and top managers. For them, buying real estate is not an investment tool, but a conscious choice of environment for a personal life scenario. First of all, security, level of service, location and privacy are important to them. At the same time, there is a tendency to rejuvenate the audience: the share of buyers aged 30-40, including those from the IT and financial sectors, has reached 15-20%.

Since most of them are focused on long-term living, the requirements for the quality and functionality of housing are significantly increasing. Location comes to the fore: consistently high demand remains in the central districts of the capital — Khamovniki, Zamoskvorechye, Yakimanka and Tverskoy, where status, favorable ecology and access to developed infrastructure are combined. Increasingly, attention is focused not only on the location, but also on the characteristics of the future residential complex: isolation, low density of buildings and thoughtful organization of space are appreciated. The demand for privacy is increasing — buyers prefer houses with a closed area with 24-hour security, video surveillance and access control system, located away from busy public spaces.

Luxury replenishment: prices for luxury housing have increased by almost a third in a year

The sales volume in this segment increased 2.5 times.

In addition, modern engineering solutions are increasingly coming to the fore: housing should be technologically advanced, energy efficient and integrated into the digital ecosystem, including smart home functions.

Expectations also apply to the infrastructure within the project — it is important to be able to lead a habitual lifestyle without leaving the residential complex, whether it is playing sports, self-care or organizing leisure activities with children.

According to the results of the first quarter of 2025, the average cost of a "square" in the deluxe segment reached 2.9 million rubles, which is 22% higher than last year. The average budget of the deal increased to 218 million. At the same time, sales increased two and a half times, which confirms the continued interest in premium housing, both from end users and investors.

"A modern deluxe buyer is a person who chooses not just square footage, but a life scenario. We see steady interest from mature and conscious customers, for whom privacy, aesthetics and the highest level of comfort are an integral part of everyday life," summed up Irina Soboleva, Commercial Director of Baltschug Development.

Earlier, on January 9, Izvestia got acquainted with a study by the Aeroplane company, which reported on the mandatory amenities of Russians when buying an apartment. According to experts, in the new year Muscovites want to buy apartments with dressing rooms (23%), built-in closets (15%), additional outlets on the balcony (13%), a second bathroom (12%), a master bedroom (9%) and a niche for a washing machine (8%).