The decline in the availability of mortgage loans in the Russian Federation following the conclusion of the state-subsidized mortgage program for new housing in 2024 has led to increased demand for rental properties. In this context, studying citizens’ preferences regarding the choice between mortgages and rental housing becomes crucial. Understanding consumer choices is important not only for state development strategies but also for developers when selecting real estate projects. Under specific conditions, rental housing has the potential to become popular among Russian residents, making the identification of these conditions a relevant and practically significant task. In 2023, the Financial University conducted a representative sociological survey to explore citizens’ preferences for improving their housing conditions. The study included 1,600 Russian citizens of working age who were either employed or had another source of income. The findings provide insights into citizens’ priorities in addressing housing needs, their awareness of various methods for acquiring property, their understanding of the requirements for joining the social tenancy queue, and their attitudes toward rental housing. The study revealed that, given certain conditions, rental housing could emerge as an attractive option for Russians seeking to improve their living conditions. For this to happen, it is necessary to enhance market transparency, protect tenants’ rights, and establish mechanisms for potential property purchases. Additionally, introducing subsidies for rental payments aimed at accumulating down payments for future mortgage lending would further support the development of the rental market as a viable alternative to traditional homeownership.
real estate; housing; renting; mortgage; housing improvement; consumer choice; housing affordability; consumer behavior.