Abstract: The real estate industry plays a vital role in economic development and urban planning, but its success heavily depends on understanding the target audience and their evolving preferences. As consumer expectations shift due to changes in lifestyle, income levels, technology, and market awareness, real estate developers must adapt their strategies to meet these dynamic demands. This study focuses on identifying and analyzing the preferences of the target audience in the real estate sector, with the goal of offering actionable insights to developers, marketers, and investors. The research is based on a combination of primary data collected through structured surveys and interviews, as well as secondary data from industry reports and real estate databases. Key demographic factors such as age, income, family structure, occupation, and location preferences were considered to segment the target audience. The study further explores how factors like amenities, pricing, connectivity, security, brand reputation, and digital engagement influence purchase decisions. Findings indicate that while affordability and location remain top priorities, there is an increasing demand for smart homes, sustainable features, and community-based living—especially among younger buyers and working professionals. Digital platforms and virtual property tours have also become major decision-making tools, highlighting the growing role of technology in real estate marketing. The study also discusses how developers can tailor their offerings to different audience segments—such as first-time homebuyers, investors, and retirees—by aligning with their specific preferences and concerns. Moreover, it emphasizes the importance of continuous market research and data analytics in understanding customer behavior and staying ahead in a highly competitive market. This research contributes to a deeper understanding of consumer psychology in real estate and underscores the need for customer-centric approaches in property development and marketing strategies.

Keyword: Consumer Behavior, Buyer Preferences, Real Estate Marketing, Digital Engagement, Purchase Decision

| DOI: 10.17148/IARJSET.2025.12563