New Trends in Apartment Selection: An Asset-First Perspective Emerging in Japan

The landscape of real estate in Japan, particularly in the Tokyo metropolitan area, is experiencing notable shifts in how individuals choose their homes. A recent survey conducted by NTT Data With through its platform, HOME4U, indicates that the concept of choosing an apartment has transitioned from traditional notions of having a "dream home" to a more pragmatic approach that emphasizes asset value.

The Changing Market Dynamics

As new supply of condominiums declines in the capital region, the second-hand condominium market is flourishing, with rising prices and sales figures. HOME4U has focused on "brand condominiums," which have gained significant traction in the resale market. The survey sought to capture firsthand opinions from residents living in these properties, aiming to understand their sentiments regarding current prices and future selling intentions.

The findings reveal a paradigm shift in housing decisions, reflecting a new set of values. This survey sheds light on considerations such as "relocation" and "investment potential"—elements that resonate with a generation increasingly viewing their homes not merely as shelter but as strategic assets.

Intentions to Sell

A remarkable 45.7% of respondents, particularly those with prior experience in selling apartments, indicated they have plans to sell their current properties. Among first-time buyers, 36.8% expressed similar intentions. Some homeowners reported having sold more than three properties, demonstrating a growing trend towards proactive selling strategies in the brand condominium market.

Investment Value from the Start

When queried about the key factors influencing their purchase decisions, respondents overwhelmingly prioritized asset value. The leading factor was proximity to the nearest train station, followed closely by location and cost considerations. Many residents expressed that the cost felt justified when weighed against the location and age of the buildings, showcasing an acute awareness of how these factors impact property value.

Top Satisfaction Points Among Residents

When asked about their current living satisfaction, the survey highlighted that the top three aspects were: 1) location and distance to the station, 2) sunlight and views, and 3) surrounding environment. The strong emphasis on location during the selection process coincided with high satisfaction levels, indicating that buyers are largely meeting their expectations.

Factors contributing to their solace in location included convenience from multiple train lines, proximity to essential services such as supermarkets, and excellent access to downtown areas. The well-planned locations of brand condominiums by major developers emphasize both community prestige and the prospects of future development, which correlates with the ease of selling—an essential feature that enhances livability.

Perception of Rising Value

A significant number of participants noted that their properties have appreciated, with some mentioning as much as a 20% increase or specific figures such as 20 million yen gains. Comments like "Selling will not be a problem" and "Profits are to be expected" reflect a reassured outlook on future sales, solidifying the notion that these homeowners actively monitor their investments. One respondent joyfully stated, "The rising asset value is exciting!" demonstrating the emerging trend of property holders who consider their homes both as living spaces and profitable assets.

Evolving Notions of Homeownership

This survey unveils a broader perspective on homeownership. In the past, owning a home was seen as a status symbol and a life goal. Today, in the Reiwa era, discerning buyers are selecting properties based on rigorous criteria that maximize their investment potential—where living comfort aligns with potential resale value. This shift is gradually becoming a prevailing mindset among buyers.

HOME4U's platform continues to explore the dynamic relationship between housing choices and societal trends, providing essential information for real estate transactions. For more insights, readers can access additional survey results related to brand condominiums.

Conclusion

With these findings, the expectations and motivations associated with home purchasing are transforming. As individuals increasingly view their residences not just as places to live but also as financial instruments, the real estate landscape in Japan will continue to evolve in fascinating ways.

For more on these trends, check out:

Survey Overview

- Duration: March 24, 2025 - March 27, 2025
- Method: Online Survey
- Participants: Adults aged 20 and above who own or reside in brand condominiums
- Region: Tokyo Metropolitan Area (Tokyo, Kanagawa, Saitama, Chiba)
- Sample Size: 1,829 participants