[Tokyo Metropolitan Area 1,000-Person Survey] Top Motivation for Home Purchase Among 20s is 'Inflation Countermeasures' ── One in Four Condo Considerers Switch to Detached Houses, 'Management Fees and Repair Reserve Funds' Triggering the Exodus

Takamatsu House Co., Ltd. (Location: Shibuya-ku, Tokyo; Representative Director: Motohiko Fujiwara) conducted a survey on "Changes in Housing Purchase Considerations" targeting upper-middle-class individuals aged 20-50 with household incomes of 10 million yen or more, residing in Tokyo, Kanagawa, Chiba, and Saitama prefectures, who are considering purchasing a home.

As condominium prices in Tokyo continue to soar, it has become common for those with a budget of "150 million yen" to be forced to choose residences with a living area of only around 60 square meters.

Furthermore, with diversifying work styles and changes in life stages, the conditions sought in a home are also diversifying. In this context, what anxieties do those considering purchasing a home now have regarding price fluctuations and changes in social conditions, and by what criteria are they trying to choose a home?

Therefore, Takamatsu House Co., Ltd. (https://takamatsu-house.co.jp/) conducted a survey on "Changes in Housing Purchase Considerations" targeting household heads aged 20-50 with household incomes of 10 million yen or more, residing in Tokyo, Kanagawa, Chiba, and Saitama prefectures, who are considering purchasing a home.

Survey Outline: Survey on "Changes in Housing Purchase Considerations"

[Survey Period] March 19 (Thursday) - March 20 (Friday), 2026

[Survey Method] Internet survey by PRIZMA (https://www.prizma-link.com/press)

[Number of Respondents] 1,000 people

[Survey Target] Monitors who responded that they are considering purchasing a home, are aged 20-50, reside in Tokyo, Kanagawa, Chiba, and Saitama prefectures, and are household heads with a household income of 10 million yen or more at the time of the survey response.

[Survey Source] Takamatsu House Co., Ltd. (https://takamatsu-house.co.jp/)

[Monitor Provider] Sacrisa

30-50s in metropolitan households are considering "new condominiums," while 20s are considering "used condominiums"!

First, when asked about "current housing type," the following results were obtained by age group:

For those in their 20s and 30s, 'Rental condominiums/apartments' was the most common (20s: 36.1%, 30s: 41.3%), while for those in their 40s, 'Owned condominiums' (31.5%), and for those in their 50s, 'Owned detached houses' (34.1%) were the most common, respectively.

It is clear that those in their 20s and 30s are currently renting and are mainly making their "first purchase" of a new home.

On the other hand, those in their 40s and 50s tend to already own a home, indicating a high need for "relocation."

In such a situation, what type of housing are they considering as candidates?

When asked about "the type of housing currently being considered for purchase," the following results were obtained by age group:

For those in their 30s to 50s, 'New condominiums' (30s: 62.8%, 40s: 57.3%, 50s: 50.0%) and 'New detached houses' (30s: 51.7%, 40s: 53.9%, 50s: 44.1%) were at the top, indicating high popularity for new constructions.

In contrast, only for those in their 20s, 'Used condominiums' (45.9%) was the most common, a contrasting result.

It appears that those in their 20s, who are in the process of building assets, are avoiding new constructions, which continue to see price increases, and are considering more affordable used homes as a realistic option.

While the type of housing considered varies by age group, what was the initial trigger for deciding to purchase a home in the first place?

Next, when asked about "reasons for starting to consider purchasing a home," the following results were obtained by age group:

For those in their 30s to 50s, 'Current home became too small' was the most common, possibly triggered by children growing up.

On the other hand, for those in their 20s, 'Asset formation/inflation countermeasures, or trends in housing loan interest rates' was the most common result.

It suggests that among younger generations, the idea of acquiring real estate assets now, in response to an uncertain economic situation with rising prices and interest rates, is spreading, rather than waiting for life stage changes such as marriage or childbirth.

"Location" and "Price" are emphasized in property selection! What are the concerns when considering a purchase?

So, what points do they want to emphasize when choosing a property?

When asked about "points to emphasize when considering purchasing a home," the most common answer was 'Location' (59.7%), followed by 'Price' (55.5%) and 'Surrounding environment' (41.4%).

It was found that points directly related to convenience of living, household finances, and daily comfort are emphasized. It also became clear that there is a tendency to value real estate as an asset, considering its future ease of sale or rental.