Half of Japan homebuyers say now is the right time to buy says SUUMO
- Adam German
- 11 hours ago
- 2 min read
According to a survey released April 16th by Recruit, 50% of people currently considering purchasing or building a home believe now is a good time to buy - the highest level recorded since 2020 and the fourth consecutive annual increase.
The survey was conducted online by Recruit’s housing research arm, the SUUMO Research Center, between December 19, 2025 and January 7, 2026.
It targeted men and women aged 20 to 69 who are actively considering purchasing, building, or renovating a home, drawing from more than 4,000 respondents in major metropolitan areas including Greater Tokyo, Kansai, Tokai, Sapporo, Sendai, Hiroshima, and Fukuoka.
Among those who believe now is a good time to buy, the most frequently cited reason was the expectation that housing prices will continue rising, selected by 50% of respondents.
Other reasons included the perception that attractive properties are currently available (31%), low mortgage interest rates (26%), and the belief that housing prices remain relatively affordable (26%).
The survey found that younger buyers are particularly inclined to view current conditions favorably. Respondents in their 20s and 30s were more likely than the overall sample to say now is a good time to purchase, reflecting concerns that prices may climb further despite already elevated housing values.
First-time buyers remain the largest segment of the market, accounting for 62% of respondents. However, the share of repeat buyers - those replacing or adding to an existing property - has climbed to 38%, the highest level since 2019, suggesting some homeowners are leveraging rising property values to upgrade or relocate.
While newly built subdivided single-family homes remain the preferred choice for 63% of respondents, that share is the lowest since 2019, indicating gradually rising interest in existing homes and renovation projects. Custom-built homes remain the most widely considered housing type overall, with 58% of respondents exploring that option.
The survey also highlights a growing focus on housing as an investment asset. About 33% of prospective buyers said they are considering selling their property in the future - the highest level since 2021 - suggesting resale value and market timing are increasingly part of purchase decisions.
Recruit cautioned that although expectations of rising prices are driving demand, housing markets remain uneven across regions, underscoring the need for careful consideration when purchasing property.
Source:
Recruit Survey of Prospective Homebuyers and Home Builders in Japan Report (Japanese only; offers more granular information than that outlined above; download and place in your favorite AI-bot to understand more)
