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Understanding Housing Choices: New vs. Used Homes in Japan

In Japan, the preference for new homes over used ones has long been noted. A recent survey conducted by RenoDuce, a company providing one-stop services for purchasing and renovating used properties, provides a closer look at the actual trends influencing home buyers in metropolitan areas.

Survey Overview

The survey was conducted online from June 1 to June 30, 2026, targeting 2,908 individuals aged between 20 and 59 years residing in Tokyo, Kanagawa, Saitama, and Chiba Prefectures. All respondents had experience in buying a home or were planning to do so.

The questionnaire consisted of multiple questions that aimed to determine which property types were considered during the home-buying process and which were eventually purchased. Key findings reveal a striking preference for new over used homes.

Dominance of New Properties in Consideration

When questioned about the types of properties considered for purchase, the leading responses were dominated by new builds. Specifically, 31.1% of respondents considered newly constructed apartments, followed by 27.4% who thought about newly built single-family homes, and 25.0% who explored full custom-built homes. In stark contrast, the highest consideration for used properties was 11.4% for remodeled apartments, with pre-renovation used apartments only garnering 4.1%.

Purchase Trends: A Preference for New

The survey also asked those who made a purchase to specify the type of property they ultimately bought. Among the 2,576 respondents, the trends reflected similar preferences in the actual buying decisions:

• - Newly constructed apartments: 25.2%
• - Newly built single-family homes: 22.8%
• - Full custom-built single-family homes: 21.4%

Collectively, these new housing options represented approximately 69.4% of the purchases, showcasing strong inclinations toward new properties throughout the buying process.

Conversion Rates: New vs. Used

An analysis of the agreement between consideration and purchase revealed that conversion rates for new properties were exceptionally high, exceeding 80%:

• - Full custom homes: 89%
• - Pre-built homes: 82.9%
• - Newly constructed apartments: 81.7%

In sharp contrast, used and renovated properties saw much lower conversion rates, registering between 30% and 51.6%. This points to two significant observations: first, the daunting challenge for used properties to gain traction, and second, the unwavering belief in the superiority of new homes.

Buyers’ Priorities: A Surprising Oversight

The survey also examined which features were prioritized during the home selection process. While a significant 58.6% of respondents emphasized location, far fewer considered elements essential for post-purchase comfort:

• - Efficient household flow: 15.7%
• - Ample storage: 14.8%
• - Ability to renovate: 5.2%

These results suggest that aspects critical to daily living, such as household layout and renovation potential, were considerably overlooked in favor of primary considerations like property type and location.

Conclusion: Shifting Perspectives on Home Purchases

This survey provides valuable insights into the current landscape of home buying in Japan. The overwhelming preference for new homes not only dominates the consideration phase but is also reflected in actual purchases. The finding that essential livability factors are frequently neglected poses a significant question for buyers: how can they broaden their perspectives when selecting a home?

With the complexities of location and budget, expanding options to include renovated properties could open doors to better living arrangements in strategic areas. As the market evolves, potential buyers are encouraged to consider a more diverse range of choices that includes the renovation of existing homes to meet their living needs satisfactorily.

Note: For citing this report, please mention that the findings are based on research by RenoDuce (operated by Teshio Co., Ltd.). Visit RenoDuce Media for more details.