Kantar Emor: Smaller Housing Developments Preferred When Buying a New Home, Most Attractive Areas Also Revealed

A recent Kantar Emor real estate survey reveals that when choosing a new apartment, buyers prefer smaller residential developments. People planning to buy an apartment in the near future in Tallinn or its surrounding areas find the most attractive areas to be Kristiine, Nõmme, North Tallinn, and Tallinn city center.

"The largest share of people planning to buy real estate in a new development want to move to a small building with up to 20 apartments, and the next preference is a medium-sized building (up to 49 apartments)," said Katariina Mäll, research expert at Kantar Emor. "There is a noticeable growing preference for lower-rise apartment buildings: just over half of people planning to purchase a new apartment consider up to five-story residential buildings ideal," she added.

The main reasons for searching for a new home remain the need for more living space or the desire to purchase a first home of one's own. In terms of apartment size preferences, 3-room homes continue to be the most popular. Additionally, buyers are interested in 2- and 4-room apartments, while the preference for 1- and 5-room and larger apartments remains marginal.

The most reputable real estate developers this year are considered to be Merko and Liveni equally. Indrek Tarto, head of Merko Homes, commented on the survey results, saying that proximity to nature and city center amenities appeal very much to buyers. According to him, there are generally two major influencing factors in the market: first, people are looking for an optimal and affordable home – more rooms, fewer square meters – and second, a special and unique offering. "This could be a sea view, a higher-than-average ceiling in an apartment, the building's distinctive architecture, or a unique location. The greatest interest is in 3- and 4-room homes, which suit both families and people who need flexible space usage. Demand for one-room apartments has declined; instead, people prefer homes that can be used over a longer period and whose rooms can have their purpose flexibly changed as needed," Tarto said.

While the most attractive Tallinn areas according to the survey are again this year Kristiine, Nõmme, North Tallinn, and the city center, Mustamäe has risen in popularity compared to before. Growing interest in living in Tallinn's neighboring municipalities is increasingly evident. "Harku municipality is the most popular of these, but there is also significant interest in developments in Saue, Saku, Rae, and Viimsi municipalities. There is also noticeable growth in the direction of Kiili and Jõelähtme municipalities," commented Katariina Mäll.

The Kantar Emor survey conducted online from 23.09-10.10 included 411 people who are planning to buy or have recently purchased an apartment in a new development in Tallinn or its surrounding areas. The survey identified Estonian real estate developers' awareness and reputation, the main needs of those seeking a new home, and the experiences of people who have recently purchased a home.