ANAROCK Survey Reveals Shift in Women’s Investment Choices: 70% Prefer Real Estate Over Other Assets

A recent survey by real estate consultancy ANAROCK reveals an increase in women investing in real estate, marking a significant shift in buying trends. The ANAROCK Consumer Sentiment Survey (H2 2024) indicates that more than 30% of women homebuyers purchase homes as an investment, while 69% are end-users. The report also found that 70% of women now consider real estate their most preferred investment asset. This marks an increase from 65% in H2 2022 and 57% in the pre-COVID period, indicating a strong shift towards property ownership among women.

Declining Interest in Stock Market Investments

One of the significant findings from the survey is the sharp decline in women’s preference for stock market investments. The percentage of female respondents who favor investing in stocks has fallen to just 2% in H2 2024, compared to over 20% in H2 2022. This suggests that more women are looking at real estate as a stable and reliable investment compared to the volatility of equity markets.

The trend reflects changing investment priorities, as women increasingly view property as a long-term financial asset that offers security, potential appreciation, and the option of rental income. The shift away from stock market investments indicates a growing confidence in real estate as an asset that can provide better financial returns over time.

Increasing Demand for Premium and Luxury Housing

The report also provides insights into budget preferences among women homebuyers. In H2 2024, about 52% of female respondents expressed a preference for premium or luxury homes priced above ₹90 lakh. This is a noticeable increase from H2 2022, when 47% of women opted for budget-category homes.

A survey budget preferences shows:

• 33% of women are looking for homes priced between ₹90 lakh and ₹1.5 crore.
• 11% prefer properties in the ₹1.5 crore to ₹2.5 crore range.
• 8% are interested in homes priced above ₹2.5 crore.

This data indicates a growing preference for larger homes in prime locations, possibly driven by lifestyle aspirations, better financial stability, and the need for well-designed residential spaces.

Increase in Investment-Focused Home Buying

According to Anuj Puri, Chairman of ANAROCK Group, the findings confirm that more women are entering the real estate market as independent investors. The report highlights that the end-use-to-investment ratio among women homebuyers now stands at 69:31, compared to 79:21 in H2 2022. This shows a notable rise in investment-driven purchases, suggesting that women are no longer viewing homeownership purely as a necessity but as a strategic financial decision.

Mr. Puri also pointed out that real estate continues to be a preferred investment option over other asset classes. With higher disposable incomes and increasing financial independence, women are now more inclined to build long-term wealth through property ownership.

Growing Preference for Under-Construction Properties

Another emerging trend from the ANAROCK survey is the increasing interest in under-construction homes. The number of women opting for newly launched properties has risen to 18% in H2 2024, up from 10% in H2 2022. Conversely, the percentage of those preferring ready-to-move-in homes has fallen to 29%, compared to 48% in H2 2022.

This shift suggests that more women are willing to wait for properties under development, viewing them as better long-term investments due to lower initial costs and higher appreciation potential. The survey also notes that many under-construction projects are being developed by large and listed developers, which has given homebuyers greater confidence in such properties. Women homebuyers see this as an opportunity to secure better deals while ensuring quality and timely delivery.

Changing Investment Trends and Market Dynamics

Several factors contribute to this growing participation of women in real estate:

• Increasing financial independence is enabling more women to make real estate decisions on their own.
• Flexible work-from-home policies have led to a greater demand for spacious and well-located homes.
• Government incentives, such as lower stamp duty for female buyers in certain states, have made property investment more attractive.

The report also highlights that while women have traditionally been active participants in real estate purchases, their role as primary decision-makers has increased significantly. The shift towards investment-oriented home buying further reinforces this trend.

The ANAROCK Consumer Sentiment Survey (H2 2024) highlights a clear shift in women’s approach to real estate. More women are investing in property, opting for higher-value homes, and showing a stronger preference for under-construction properties. The growing trend of investment-focused purchases indicates a change in priorities, where homeownership is seen not just as a necessity but as a means of financial growth.

As women continue to gain financial independence and greater control over their investment decisions, real estate is set to remain a key asset class for them in India. This trend is expected to shape the future dynamics of the housing market, making women a significant driving force in the country’s real estate sector.

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