In Russian families, women make decisions about purchasing real estate
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Women are the main target audience for developers, since in Russian families they are the ones who make the decision to purchase real estate. General Director of Ricci Residential Real Estate Ekaterina Lomteva spoke about this at a closed meeting women’s club “Kommersant” “Family values and business: where to find points of intersection, growth and development.”
“Most interested in studying and viewing (real estate options.— “Kommersant”) women. It is women who view the acquisition of real estate as an improvement in living conditions for themselves, their children and their families. It is women who appeal to the safety of residential buildings; it is for women that the proximity of children’s infrastructure and closed territory are important,” said Ms. Lomteva.
The role of a man, according to her, is mainly limited to financing the purchase, so the target audience for developers is women.
Ekaterina Lomteva also said that, in her estimation, the most active buyers of real estate at the moment are childless families: spouses who have not yet had time to have children, or families in which children have already grown up. The second largest category is single mothers, she added.
At the same time, the most common image used by developers in advertising depicts a full, happy family with children, Ms. Lomteva continued: “Images of a childless married couple are also used, but at the same time support, warmth, and emotional comfort are conveyed. The image of a mother and child is often used, but this is not an image of an incomplete family, but attention to the mother in the role of a protector, a source of tenderness. And this, of course, appeals to the target audience, finds a response and very often helps make a decision to purchase (real estate.— “Kommersant”)”.
Finally, in the last two years, images depicting a father with a child have become popular, indicating a change in the role of men in raising children. “Previously, mothers took care of small children, now we see more participation from fathers. This is reflected on advertising surfaces,” concluded Ms. Lomteva.
Read about the market situation in the material “Secondary is approaching decline”.
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