Experts named the priorities of Russians when buying housing in new buildings

Most mortgage borrowers purchase housing for personal living, and when choosing an apartment, they increasingly focus not on square footage, but on the quality of the urban environment and infrastructure. These conclusions were reached by Domclick and Frank RG in a joint study presented at Domclick Digital Day in Novosibirsk.

The study showed that the mortgage client in the new building market is on average younger than the buyer who does not resort to borrowed funds. More than 60% of mortgage borrowers in 2025 are people between the ages of 26 and 40, while the majority of buyers without a mortgage are in the range of 36-50 years. At the same time, 59% of borrowers purchase housing for themselves, more than 20% — for relatives, and 9% consider real estate as a tool for saving.

Rising housing prices and tightening mortgage conditions lead to the fact that buyers primarily sacrifice the square footage of the apartment in order not to exceed mortgage limits, analysts say. Nevertheless, the area is not the only selection criterion. According to the survey, 55% of respondents pay attention to the ecology of the area, for 45% the view from the window is important, and 43% take into account the infrastructure of the residential complex. From 23% to 31% of respondents are ready to pay extra for a high-quality urban environment, security of the area and elements of a "smart home".

According to the study, the rise in prices for new buildings significantly outpaced the dynamics of income of Russians. At the same time, mortgage availability has been decreasing since 2023 due to restrictions on preferential programs and an increase in the key interest rate. As a result, most potential buyers were forced to postpone the purchase of housing in anticipation of more favorable conditions. The main interest of buyers in these conditions was focused on preferential programs. So, in 2025, 86% of all transactions for the purchase of new buildings accounted for the "Family mortgage", and its share in the market as a whole was 61%. The gradual reduction in interest rates has revived the basic mortgage, and with a further decrease, its share in the annual volume of loans, according to analysts, may exceed 30%.

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