PIONEER’s Market Insights: Business-Class Buyers Prefer One-Bedroom Flats, While Premium Buyers Opt for Three-Bedroom Homes

Ahead of Defender of the Fatherland Day, PIONEER’s analysts conducted a study on male homebuyers’ preferences in the premium and business-class real estate segments. The findings revealed a distinct trend in 2024: in premium residential complexes, three-bedroom apartments were the most sought-after, accounting for 38% of transactions, while in the business-class segment, one-bedroom units dominated with a 41% share of sales. The majority of male buyers fell within the 30 to 45 age bracket.

The study, based on PIONEER’s client data from its premium and business-class developments, showed that men purchasing homes in premium projects such as the HIGH LIFE skyscraper complex, the PRIDE family-focused development, the SHIFT residences near Neskuchny Garden, and the OPUS club residence tend to prefer spacious living areas. At least 38% opted for three-bedroom apartments, particularly those with families. Key factors influencing their choice included the number of rooms and the availability of dedicated spaces for hobbies. Many buyers sought home offices or terraces for fitness activities, while underground parking for private cars and motorcycles was also a high priority.

Supporting infrastructure played a crucial role in purchasing decisions. Among married buyers, who made up 69% of transactions, the availability of schools, kindergartens, shops, and sports facilities was a decisive factor. Demand for one-bedroom apartments in the premium segment was the lowest, at just 12%. In 2024, over half (53%) of premium-class property buyers were men under 45.

“In recent years, demand for premium real estate in our projects has grown significantly. Previously, most buyers were young professionals and executives who preferred to live in the heart of the metropolis. Today, a substantial share of buyers are family-oriented individuals seeking spacious apartments in modern residential developments with prime locations close to cultural and business landmarks. Interestingly, the focus has shifted from total square footage to the functional efficiency of floorplans — buyers now prioritise homes where each room serves a specific purpose and provides every family member with their own personal space,” said Dmitry Efimov, Deputy Commercial Director at PIONEER.

In the business-class LIFE Varshavskaya residential complex, one- and two-bedroom apartments were the most popular among male buyers, accounting for 52% and 30% of transactions, respectively. Demand for larger apartments in this segment was significantly lower than in premium-class developments, with three-bedroom units making up just 17% of sales. The majority of business-class buyers were also married (73%) and prioritised transport accessibility and well-developed on-site amenities.

“Men tend to approach real estate purchases with a rational mindset, focusing on financial benefits, liquidity, and functional layouts. Evolutionary mechanisms play a key role: status considerations influence the choice of premium-class homes, while the need for autonomy impacts space zoning preferences. Age differences are also significant — younger buyers see property as a tool for mobility and investment, while older buyers seek long-term stability for their families. A man doesn’t just buy a home; he invests in a solution that aligns with his life’s objectives,” commented business psychologist Kristina Shaidullina.