The share of sales of new buildings through realtors may grow to 70%

The share of sales of new buildings through realtors may grow to 70%. The analysts of the Plus group, who conducted market research, told Izvestia about this.

According to the study, on average in the regions of Russia, the share of sales of new buildings through real estate agencies increased from 57% in the first half of 2024 to 60% in the second half of 2024 and early 2025. In 2022 and 2023, this share was only 40% and 42%, respectively.

The cancellation of mass preferential mortgages in mid-2024 has become a key factor in the growth of the share of agency sales. In this regard, the Plus group predicts that by the end of 2025, the share of sales of new buildings through real estate agents may grow to 70%.

"Our research has shown that developers have recently become more active in working with real estate agencies. This strategy helps to maintain the pace of sales in the face of high key interest rates and tougher conditions for preferential mortgage programs. According to our surveys, in 2025, 31% of developers have strengthened their work with agencies in order to adapt to the new market conditions. This solution is in fourth place in terms of popularity of responses — only the beginning of the installment plan offer is higher (54% of the surveyed companies began to do this), 42% also began to offer a tranche mortgage and 34% began to subsidize mortgage rates. Most of these solutions work for developers in a complex," Alexey Chapik, Director of Strategic Sales Development for the primary market of the Plus group (which manages the Aeroplane Plus office network), explained to Izvestia.

To make sales attractive to agents, developers raise their commissions for them. For example, in St. Petersburg, the average commission in 2025 is 4%, although in 2022-2024 it did not exceed 3.4–3.7%. In Ufa, developers offer commissions of 3.9% on average, while in previous years realtors could count on 3.2–3.3%. In Moscow, the average commission for the year increased from 2.4% to 2.5%. At the same time, developers are willing to charge significantly higher commissions for individual projects: for example, in Moscow, the maximum commissions for project agents reach 8.5–9.8%.

The agglomeration of St. Petersburg and the Leningrad Region and Yekaterinburg are among the regions with the highest share of sales of new buildings through real estate agencies. In these regions, the share of agency sales in the primary market in the first half of 2025 has already reached 75%, although by the end of 2024 it was 69% and 65%, respectively. In Kazan, Nizhny Novgorod and Rostov-on-Don in 2025, realtors occupied 70% of the new-building sales market, last year their share was 60%. In Moscow and the Moscow Region, the share increased from 58% to 68%, and in the Krasnodar Territory from 57% to 65%.

Available space: the number of new comfort-class buildings decreased by a third

Developers are moving to higher housing classes

On July 16, Izvestia reported on the dynamics of the Russian real estate market in June. According to data on concluded mortgage transactions by Sber, the average cost of 1 sq.m. m in the primary market increased by 0.9%, amounting to 175 thousand rubles. According to analysts, prices for second homes are growing faster, compensating for the lag that began earlier with the launch of preferential programs.

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