The DOGMA group of companies conducted marketing research and studied consumer motivation in the multi-apartment housing market of the Southern Federal District (SFD). The company found that most often clients purchase housing either for themselves (26%) or for investment purposes (28%).
According to the research results, the main purpose of buying an apartment for southerners is to acquire first home for themselves — this was the answer of 26% of respondents planning to buy in the next three years.
However, even more people want to earn money for housing. A total of 28% of respondents planning to buy an apartment in Krasnodar, Rostov-on-Don, Novorossiysk and Anapa do this for the purpose of investing funds. At the same time, 2/3 of them expect to rent out the apartment (18%), the rest — for resale in the future (10%).
Particularly in demand among investors are properties that are being built in potentially attractive places for tourism, close to facilities that can increase the rental potential of the apartment. For example, after the announcement of the construction of the first thermal complex in Krasnodar on the territory of the DOGMA PARK quarter, the demand for studios in this area increased noticeably. “This is primarily due to the desire to have a stable income in the future from renting out housing to vacationers,” explains Oleg Nazarov, sales director for DOGMA in Krasnodar.
“If you now buy a studio of 22.5 sq. m in a building under construction in the DOGMA PARK residential complex for 4.4 million rubles. with a monthly payment of just over 10 thousand rubles. per month, then after completion of construction in 2025 it will be possible to rent it out for no less than 20 thousand rubles. per month. Thus, the apartment will pay for itself and generate a stable income for the owner. In the case of resale of housing, income can reach from 30% to 50% of invested funds,” Oleg Nazarov gives an example. “As a rule, immediately after putting a house into operation, the cost of an apartment increases by an average of 15%, and with the development of infrastructure, the price per square meter becomes higher by another 10–20% over the next five to ten years.”
Southerners also cited the expansion of existing space (23% of respondents) and the purchase of an apartment for children ( 21%). It is interesting that, on the contrary, an apartment for parents is chosen much less often — no more than 2% of buyers.
In general, real estate for Russians remains the main and most understandable tool for saving and increasing funds. During modern Russia, the housing market has shown the greatest stability during financial crises: if real estate lost in price, it was for a short period of time and soon recovered with a larger difference. Since 2021, new buildings in Russia have shown a steady increase in value by 90%, according to the Central Bank.
Methodology
The study surveyed residents of the Southern Federal District and, in particular, the city of Krasnodar, aged 20 to 55 years, who bought an apartment on the primary real estate market over the past five years or are planning to buy within the next three years. Respondents were quotas based on gender and age. Method — CAWI, interview duration up to 25 minutes.
In the Southern Federal District, interviews were conducted in the cities of Rostov-on-Don, Anapa, Novorossiysk.
Purposes of buying an apartment
Project declaration on the website our.dom.rf.
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